Ii-7 ze-BOFU Tactics ze-Ecommerce ukuya kwi-Supercharge Sales

Iindwendwe eziza kwindawo yakho zisuka kwesinye sezigaba ezintathu zefunnel: Phezulu kweFunnel (TOFU), uMbindi weFunnel (MOFU), okanye uMzantsi weFunnel (BOFU). 

La manqanaba amisela, ukuya kuthi ga kwinqanaba elikhulu, indlela yokuthenga yeendwendwe zakho. Ukuba bakwinqanaba le-TOFU, bafunda nje ngophawu lwakho kwaye bajonge iwebhusayithi yakho. Le yile “Ulwazi” kwinqanaba.  

Ukuba basuka kwi-MOFU, bayayazi into oyithengisayo kwaye baqwalasela amaxabiso okanye ezinye iimveliso. Le yile “Ukuqwalaselwa” kwinqanaba.

Nangona kunjalo, ukuba bakwinqanaba elisezantsi - BOFU - bakulungele ukukhupha izipaji zabo kunye nokuthenga. Le yile "Isigqibo" kunye "nesenzo" kwinqanaba.

Ukwandisa ukuthengisa, kufuneka utsale iindwendwe ezininzi ze-BOFU okanye ufumane ingxaki-abaziyo ukuba bahambe ukusuka phezulu kunye nenqanaba eliphakathi ukuya ezantsi, njengoko kulapho ukuthengiswa kwenzeka khona. Kodwa ngamanye amaxesha, abathengi abanokubakho banokuhlala ixesha elide kwinqanaba lokuqwalaselwa. Kungcono ukubakhuthaza esenzweni ngaphambi kokuba badlulele kumntu okhuphisana naye.

Kwesi sithuba, siza kujonga amaqhinga asixhenxe e-BOFU e-ecommerce ukuze athintele abathengi abangaqinisekanga ukuba baphume. Masingene ngaphakathi!

Isiqulatho
Sebenzisa iiCTA
Ixesha eliqingqiweyo linikeza
Nikeza iziqinisekiso
Yamkela ukwenziwa komntu
Sebenzisa ubungqina boluntu
Sebenzisa i-pop-ups yenjongo yokuphuma
Thumela ukulandelela kunye nee-imeyile zokulahla inqwelo
Ukuvala

1. Sebenzisa iiCTA

Yiba nomfanekiso-ngqondweni wokuthenga kwivenkile ethengisa izinto ezingenamali emva kwekhawuntara. Uya kucinga ukuba abaphathi bevenkile abathembekanga, banenkonzo yabathengi ekhohlakeleyo, kwaye ayikhathali. amava kumakhasimende, kunene?

Kunjalo kanye xa abathengi be-intanethi bengafumani iqhosha lokuphuma kwiwebhusayithi. 

Iqhosha lokuphuma lelinye lamaqhosha ahlukeneyo okufowunela-kwisenzo (CTA) akhokela abasebenzisi kwisenzo esithile ofuna basenze. Eli nyathelo linokuba kuku:

• Ngeza kwitshathi 
• Phuma
• Jonga kakhulu
• Thanda okanye Yongeza kuluhlu lweminqweno
• Naliphi na elinye inyathelo elithile ofuna ukuba iindwendwe lizithathe

Ukuze amaqhosha e-CTA asebenze, makabandakanye igama lentshukumo, elikhuthazwa ukuba lijolise kwinjongo ethile, kwaye libekwe ngokucwangcisekileyo ngaphezu kwegophe ukwenzela ukuba abathengi bangaze baliphose.  

Kwiphepha lasekhaya le-Chewy, umzekelo, ii-CTA ezibekwe ngobuchule ezahlukeneyo zikhuthaza iindwendwe ukuba zithenge kuzo okanye zenze ezinye izinto ezikhokelela ekuphumeni.

Ukwenza ubizo-ezenzo olusebenzayo, cinga ngayo ngaphandle kobubanzi bamagama amafutshane kwiqhosha. Kuxhomekeke kwi sales iphulo, inokuba sisivakalisi esipheleleyo esidlulisa isiphakamiso sakho sexabiso. Umzekelo, "Chitha i-$200 ngaphezulu ukuze ulungele ukuthunyelwa simahla!" 

Nantsi inguqulelo kaChewy: 

Ii-CTAs zinokuba nemvakalelo yongxamiseko yokuphucula amathuba okuphuma. Umzekelo, “Sebenzisa ikhowudi ENTSHA20 ukufumana i-20% kwi-odolo yakho yokuqala. Unikezelo luyasebenza namhlanje!”

Yenza iqhosha lokufowunela isenzo ligqame ngokusebenzisa imibala enomtsalane kunye nendawo emhlophe eyaneleyo ejikeleze kuyo. Oku kuya kubamba ingqalelo yabathengi kwaye kubakhuthaze ukuba benze okuthile. 

2. Izibonelelo zexesha eliqingqiweyo

Abathengi bahlala ixesha elide kwinqanaba lokuqwalaselwa kuba abakafumani inkuthazo efanelekileyo yokuthenga. Banike umnikelo olungileyo, kwaye uzenzele isivumelwano. Amanqaku ebhonasi ukuba loo mnikelo awukho phezu kwetafile ixesha elide. 

Ngoba? Kuba ke, uya kubangela uloyiko lwabo lokuphoswa. Amanye amaqhinga asebenzayo okusetyenziswa ngala:

Ukunqongophala nokungxamiseka

Nanini na iimveliso ezisemgangathweni zinqongophele, oko kubangela imvakalelo yongxamiseko onokuthi usebenzise inzuzo yakho. Unokusebenzisa oku ngokusebenzisa:

• Ixesha lokubala: Beka isibali-xesha sokubala kwiwebhusayithi yakho okanye iphepha lentengiso ukuqaqambisa ixesha eliqingqiweyo lonikezelo. Oku kuya kukhuthaza inyathelo elikhawulezileyo.
• Isitokhwe esilinganiselweyo: Yenza kucace ukuba kukho ubungakanani obuqingqiweyo bemveliso okanye inkonzo ngexabiso elikhethekileyo. Oku kwandisa ingqiqo yokunqongophala kwaye ikhuthaza abathengi ukuba benze ngokukhawuleza.
• Intengiso yeflash: Nikeza izaphulelo ezibalulekileyo kwiwebhusayithi yakho okanye iphepha leendaba zoluntu ixesha elifutshane. Into eyothusayo idala uchulumanco kwaye ikhuthaza ukuthenga ngokungxama.

Ukuqaqambisa ixabiso kunye nokukhetheka

Enye indlela yokuqinisa unikezelo lwexesha eliqingqiweyo kubathengi abathandabuzayo kukwandisa ububodwa bemveliso enofikelelo olulinganiselweyo. Oku kwakha imbono yexabiso, kubakhuthaza ukuba bathathe inyathelo. 

Ezinye iindlela ezisebenzayo ziquka: 

• Ukubonelela ngezaphulelo zenqwaba: Dibanisa iimveliso ezixhasayo okanye iinkonzo kwaye uzibeke kwizaphulelo zonikezelo lwexesha eliqingqiweyo. Oku kuya kongeza ixabiso kwaye kukhuthaze abathengi ukuba bachithe ngaphezulu.
• Ukufikelela kwangethuba kweentaka: Nikeza ngezibonelelo ezikhethekileyo okanye ufikelelo kwangoko kukhupho lwemveliso entsha kwabo bathengayo ngexesha eliqingqiweyo. Oku kudala umoya wokuzikhethela kwaye kuvuza isenzo esikhawulezileyo.

Inkampani yaseOstreliya yeebhedi kunye namashiti, i-eCoy, ibandakanywe intaka yokuqala okanye isicwangciso sokuthengisa kwangaphambili kwiBamboo Quilt yabo. umkhankaso wokuthengisa. 

Banikezela ngokuziswa simahla kunye ne-20% yesaphulelo sentaka sangaphambi kwexesha kule nto iqhuba ixabiso. Njenge-eCoy, kubandakanywa ukuthunyelwa kwamahhala okanye izipho zebhonasi ngokuthengwa okwenziwe ngexesha elilinganiselweyo lexesha elilinganiselweyo liyenza ibemnandi isivumelwano kwaye siyenze ithandeke ngakumbi.

Nangona i-nudges yexesha elilinganiselweyo iyindlela esebenzayo ye-BOFU ye-ecommerce, abathengi banokuguquka kuphela xa beqaphela ukuba ukwenza ngokukhawuleza kunceda umnqweno wabo. Ngoko ke, qinisa esi sicwangciso ngeenzuzo zangempela, kungekhona nje uxinzelelo.

3. Nikeza iziqinisekiso

Iziqinisekiso zisebenza njengenethi yokhuseleko kubathengi. Ifaka ukuzithemba nokuzithemba, ibakhuthaze ukuba baguquke. Kodwa abathengi bokuqala banolwazi olunzulu lokuchasa okanye imiqobo ngexesha lokuphuma. Ke, ngumsebenzi wakho ukunceda ukuzoyisa. 

Ngamanye amaxesha, ezi zichaso zinento yokwenza nomngcipheko obonwayo kukhuseleko lwesiza. Uvavanyo lwamanani ahlanganiswe yi Convertcart bonisa i-31% yabathengi be-intanethi baxabisa ukhuseleko ngaphezu kokulula, kwaye enye i-35% iya, eneneni, ilahle iinqwelo zabo ngokungabikho kweebheji zokuthembela.

Ngokunyuka kohlaselo lobuqhetseba, kunye nobuqhetseba bekhredithi okanye ikhadi lebhanki, abathengi bafuna isiqinisekiso sokuba ulwazi lwabo lukhuselekile ngexesha lokuphuma. Unokwandisa ukuthemba kunye nokuqinisekisa ukhuseleko ngokuthi:

• Ukuqinisekisa ukuba indawo yakho ikhuselekile nge-SSL ukuhambisa ulwazi lwabathengi bakho lukhuselwe. 
• Ukusebenzisa iibheji ezithembekileyo ezifana neDigicert, McAfee kunye neVerisign kwiwebhusayithi yakho ukubeka iingqondo zabo. 
• Ukusebenzisa i-MasterCard, i-Visa, i-American Express, kunye ne-PayPal yokuhlawula ngokukhawuleza.

Ukuxhalaba komthengi kunokubangelwa kukungathembeki kumgangatho wemveliso okanye iinkqubo zomgaqo-nkqubo wembuyekezo. Kwimeko enjalo, nikela iziqinisekiso ezinamandla ezibonisa imigangatho yenkonzo ephezulu. 

Unokubonelela ngesiqinisekiso esinye okanye ngaphezulu ngokuxhomekeke kwiminikelo yakho ethile kunye nabaphulaphuli ekujoliswe kubo. Oku kunokubandakanya: iziqinisekiso zokubuyisela imali, iziqinisekiso zexabiso elingcono kakhulu, ulwaneliseko lwe-100%, iziqinisekiso zobomi bonke, imbuyekezo kunye neziqinisekiso zembuyekezo, njl., nganye inikezela ngamanqanaba ahlukeneyo omngcipheko kunye nomvuzo.

I-ThirdLove, inkampani yempahla yangaphantsi yabasetyhini, inikezela ngezithembiso "ezifanelekileyo" - isiqinisekiso esivumela abathengi ukuba bathengiselane simahla kwaye babuyisele ukuya kuthi ga kwiintsuku ezingama-60 zokunxiba kwiimveliso zabo. 

Ngelixa uhlobo lwesiqinisekiso lwe-Thirdlove lusenokungasebenzi kuzo zonke iimveliso, eyona nto iphambili kukuqinisekisa ukuba imigaqo yesiqinisekiso sakho icacile kwaye ifikeleleka lula kubathengi. Chaza iimeko, amaxesha, kunye nayo nayiphi na imida ukuthintela ukubhideka okanye ukuphoxeka.

Umzekelo, umgaqo-nkqubo wokubuyiswa kuka-Everlane uchaza ngokucacileyo kwiwebhusayithi yakhe ukuba ixesha lokubuyisela izinto ezinganxibanga ziintsuku ezingama-30.

Gxininisa ngokufihlakeleyo iziqinisekiso zakho kulo lonke inqanaba lenkqubo yokuthenga ekhokelela ekuphumeni, ke ihlala iphezulu engqondweni.

Isiqinisekiso esichazwe kakuhle sinokukunceda ukutsala abathengi abaninzi, ukonyusa intengiso, kunye nokuphucula isidima sohlobo lwakho.

4. Yamkela ubuntu

Ngaba ukhe wayibona i”Ukuba uyayithanda le, ungayithanda le” pop-up kwiscreen sakho okanye icandelo leemveliso ezigcinwe “senzela wena nje” xa uthenga kwi-Intanethi? Leyo yi-ecommerce personalization emsebenzini. Sisicwangciso esilungelelanisa amava okuthenga kwi-intanethi kubathengi ngabanye. 

Ukwenziwa komntu kwi-Ecommerce kukuvumela ukuba uhambise umxholo ofanelekileyo, iingcebiso zemveliso kunye nonikezelo olusekwe kukhetho lwabathengi, unxibelelwano lwangaphambili kunye nesiza sakho, kunye nokubalwa kwabantu.

Umxholo owenziwe ngumntu ungundoqo ekunyuseni ixabiso le-odolo eliphakathi (AOV), amazinga okuguqulwa, kunye nokwaneliseka kwabathengi. Nazi iindlela ezimbalwa zokwenza umxholo we-ecommerce ube ngowakho kumazantsi efunnel.

Yizalisekise kwiphulo lakho lokuthontsiza nge-imeyile

Ukubhalwa kwe-imeyile kugqitha ngaphaya kokujongana nabamkeli ngamagama. Inokubandakanya umxholo oguqukayo osekelwe kwindlela yokuziphatha yomthengi, ukhetho, kunye nokwahlulahlula. 

Umzekelo, ungathumela iingcebiso zomntu ngamnye nge-imeyile kumthengi owenze uluhlu lokunqweneleka okanye olahle inqwelo yakhe. 

Eli licebo eliqhelekileyo kodwa elisebenzayo le-BOFU phakathi kwabathengisi be-ecommerce. Ngokophando, phantse abasibhozo kwabalishumi abathengi bakhetha ukuthenga kwiibrendi eziziqaphelayo ngamagama, zicebisa iinketho ezisekelwe kwizinto ezithengiweyo zangaphambili, okanye wazi imbali yazo yokuthenga.

Ukuba kwenziwe kakuhle, le ndlela ekujoliswe kuyo inokuphinda ihlaziye umdla wabathengi ukuze bagqibezele ukuthenga kwabo kwindawo yakho.

Yenza isiqulatho sephepha lokuhlala ngokusekwe kwiintengiso

Xa umxholo umthengi onokuthi abone kwi iphepha lokufika ibonisa oko kwakubhengezwe kubo, idala amava okuthenga e-intanethi angenamthungo. 

Umzekelo, ukuba intengiso ikhuthaza ukuthengiswa kwezihlangu ezibalekayo, iphepha lokumisa kufuneka libonise ezo zihlangu zibalekayo. 

Injongo kukuqinisekisa ukufaneleka phakathi kwemiyalezo yentengiso kunye nomxholo wephepha lokufika kumthengi ngamnye. Oku kuhambelana kuqala abathengi ukuba bathenge ngokwakha kwinjongo esekwe kunxibelelwano lwentengiso lwangaphambili.

Cebisa iimveliso ezisekelwe kwintsebenziswano yesayithi

akho ivenkile ye-ecommerce inokubonelela ngamava okuthenga omntu ngokulandela indlela yokuziphatha yomthengi ngamnye kunye nokucebisa iimveliso ezifanelekileyo. Hlalutya ukuba zeziphi iimveliso ezibonwa ziindwendwe zakho, zithenge, kwaye zikhangele kwiwebhusayithi yakho. Olu nxibelelwano lunokukunika ukuqonda kwizinto abazikhethayo.

Emva koko, nikezela ngeengcebiso ezilungiselelwe umsebenzisi ngamnye ngokusekwe kwinto ababonise umdla kuyo. Ukuba umntu uthanda ukujonga izixhobo zokuzilolonga, cebisa iimpahla ezisebenzayo kunye nezixhobo eziyelelene ngakumbi.

Xa izindululo zemveliso ziziva zenzelwe wena endaweni yegeneric, abathengi baziva bexatyisiwe. Ngaloo ndlela kukhokelela kukwaneliseka okuphuculweyo, ukuthenga okongeziweyo, kunye nokwanda kwengeniso.

5. Sebenzisa ubungqina boluntu

Ubungqina bezentlalo kwi-ecommerce bubandakanya ukusebenzisa ubungqina, uphononongo, kunye nengxelo ye-intanethi njengesixhobo sokuthengisa ukuphembelela izigqibo zabathengi.

Indawo yokubhaka edumileyo iya kuba netrafikhi yeenyawo elungileyo kunye nesiseko esiqinileyo sabathengi. Ngoba? Kuba oku kunika ingcamango yokuba iimveliso zabo zikumgangatho ophezulu; kungenjalo, kutheni abantu abaninzi kangaka bebaxhasa?

Kwakhona ngebengazange ukuba ethandwayo ukuba uMariya wayengazange amxelele u-Beth no-Beth ngengazange amxelele uMarta. Singagqiba kwelokuba ukuthengisa ngomlomo, okwakwaziwa ngokuba bubungqina boluntu, yayisisizathu esibalulekileyo sokuphumelela kwebhakaki.

Ngokufanayo, ubungqina bezentlalo buyimfuneko kwi-ecommerce ukukholisa abathengi abathandabuzayo ukuba bathathele ingqalelo iimveliso zakho. Ungabandakanya eli qhinga kwinqanaba le-BOFU ngokuthi: 

Ukusebenzisa umxholo owenziwe ngumsebenzisi kwiintengiso zakho ozijongileyo. Ukwenza oku kuya kukuvumela ukuba uqinisekise iindwendwe ezizibandakanye nomxholo webrand yakho okanye imveliso efanayo kwenye indawo kuhambo lwabo lomthengi.

Kubandakanya uphononongo lwabathengi kunye neereyithingi kwisiza sakho, ukuze abathengi abanokubabona bazibone ngaphambi kokuphuma. 

Ukubuyisela ubungqina babathengi njengekopi yemveliso kwi-imeyile yakho yokulahla inqwelo. Unokufumana uyilo kwaye usebenzise uphononongo lomgca omnye kwi Umxholo wesifundo se-imeyile. Umzekelo: "Uthe phithi yile bhatyi!" -UTaylor, uDenver.

Ezinye iibrendi ezifana ne-BOSE zinzima kubungqina boluntu kwaye zenze i-imeyile yonke ejikeleze ubungqina babathengi. 

Ngeli qhinga, unokwandisa inkoliseko yakho ekhoyo kunye nabathengi bakho, ngaloo ndlela woyisa umqobo wokugqibela ojongene nabathengi-uloyiko.

6. Sebenzisa ii-pop-ups ezinenjongo yokuphuma

Iinjongo zokuphuma kwii-pop-ups ekujoliswe kuzo abathengi ababonakala bekulungele ukushiya indawo yakho ngaphandle kokuthenga. Njengoko ikhesa ishukuma ukuvala iphepha, ezi pop-ups zivela kunye neentengiso ezikhethekileyo zokubamba iintengiso zomzuzu wokugqibela. Basebenza njengomgca wokugqibela wokubamba iinqwelo ezishiyiweyo ngokukhumbuza abathengi ngezaphulelo okanye ukuthunyelwa kwenqanawa simahla abaya kuphoswa kuko.

I-ThirdLove isebenzisa eli qhinga, inika umnikelo obambekayo we-15% isaphulelo, ngokukhawuleza ukuba undwendwe luzama ukushiya iphepha. 

Ukuba ujolise kwii-pop-ups zenjongo yokuphuma ngokufanelekileyo, zikunika ithuba lokugqibela lokubamba iindwendwe ezishiyayo ngaphambi kokuba zishiye iwebhusayithi yakho. Babonisa ukuba uyalixabisa ishishini labo kwaye ufuna ukukhusela intengiso. 

Ukuba usebenzisa amaqhinga andlongondlongo ngokugqithisileyo, iindwendwe zisenokucaphuka. Ukuphuma okwenziwe kakuhle kunika abathengi ukuba bahlale kwaye baguqule ngomzuzu wokugqibela.

7. Thumela ukulandelela kunye nee-imeyile zokulahla iinqwelo

Musa ukuvumela iinqwelo zokuthenga zibande kwaye intengiso iwe ecaleni kwendlela. Thumela ii-imeyile zokulandelela ngexesha kunye nezifanelekileyo xa umthengi engagqibi ukuphuma. Sebenzisa ulwahlulo oluhlakaniphileyo ukulandelela ukuziphatha kwabathengi kunye nokulungelelanisa imiyalezo kwinqanaba ngalinye. 

Ii-imeyile zokulahlwa kwangoko zinokuqaqambisa iimveliso ezidumileyo. Kamva abo banokunyusa izaphulelo okanye ngobunono babakhumbuze izinto ezihlala enqwelweni, njengalo mzekelo ungezantsi.

Landela ulandelelwano lokukhulisa, hayi uhlaselo. Injongo kukubonelela ngexabiso malunga neendawo zabo zomdla ukuze baphumelele ngobunono ukubuyisela ishishini labo. 

Izindululo eziluncedo, izivumelwano ezikhethekileyo, kunye nezikhumbuzo ezinobubele zibuyisela abashiyi benqwelo kwifuneli yakho ukuze uphumelele uguqulo. Kuphephe nje ukutyhala okanye ukuba ngqongqo.

Ukuvala

Abanye abathengi bayayazi into abafuna ukuyithenga kodwa bafuna i-nudge eyongezelelweyo ukugqiba ukuthenga. Amaqhinga e-Ecommerce BOFU afana nokuphononongwa kobungqina bentlalo kunye nezibonelelo ezikhethekileyo ezinexesha elifanelekileyo zithetha ngokuthe ngqo kwezi ndwendwe zilungele ukuthenga, zibakhuthaza ukuba bathathe inyathelo.

Injongo kukukhokela abatyeleli phantsi kwe-funnel yokugqibela ekuthengeni kakuhle. Yazisa abathengi abafanelekileyo ngexesha elifanelekileyo, kwaye ingeniso yakho iya kukubulela.