Indlela yokunciphisa iReyithi ye-Churn yoMthengi kwi-E-Commerce

Amashishini amaninzi e-intanethi asebenza nzima ukufumana abathengi kwaye abenze baguqulele kwivenkile yabo ye-intanethi. Umngeni omkhulu abajongene nawo yi-e-commerce churn. Ngokutsho kweengxelo, iinkampani zilahlekelwa US $ 1.6 yetriliyoni minyaka le ngenxa yokuqhawuka kwabathengi. Oko kuthetha ukuba utyalo-mali oluninzi kwiintengiso nakwiintengiso luyehla njengoko abathengi behla ngaphandle kokubuya kwaye bakhethe imveliso okanye inkonzo yomntu okhuphisana naye.

Njengomnini weshishini le-e-commerce, ufuna ukuqinisekisa ukuba izinga lakho le-churn liphantsi ngokuyila izisombululo ezigcina isixa esikhulu sabathengi bakho. Ke ngoko, eli nqaku lintywila nzulu kwingqikelelo ye-e-commerce churn, ibonelela ngezizathu zokwenzeka kwayo kunye neengcebiso zokunciphisa izinga le-churn. Funda ngakumbi ukuze ufunde ngakumbi.

Isiqulatho
Yintoni i-e-commerce churn rate?
Izinto eziluncedo ekuqondeni izinga le-churn yakho
Izizathu ezi-4 eziphezulu zokuba kutheni abathengi baqhuma (kunye nezisombululo)
Umgca osezantsi

Yintoni i-e-commerce churn rate?

Izinga le-e-commerce churn lichazwa njengepesenti yabathengi abayekayo ukusebenzisa iimveliso okanye iinkonzo zenkampani ngexesha elithile. Kwiimpawu ze-e-commerce, oku kuthetha ukuba abathengi abathengayo kodwa bangaphinde babuye bazokuthenga kwakhona.

Ukuxhatshazwa kwabathengi kwenzeka ngeendlela ezimbini: ngokuzithandela kunye nokuzikhethela. Ukubetha ngokuzithandela kwenzeka xa umthengi eyeka ukuthenga kuwe ngenxa yezizathu ezinjengokungoneliseki ngeemveliso okanye iinkonzo zakho (ngaphezulu koko kuseza).

Kwelinye icala, ngokuzenzekelayo kwenzeka xa umba ofana nojongano olubi lwewebhusayithi okanye ukusilela kwentlawulo kwenza umthengi ashiye ivenkile yakho. Ke ngoko, ukulinganisa zombini iindidi ze-churn kunokukunceda ekufumaneni umndilili weshishini lakho.

Indlela yokubala i-churn yabathengi

Ekubeni izinga lomthengi wakho liyipesenti yabathengi olahlekelwayo kwixesha elinikiweyo, ukubala, uthatha inani labathengi ophulukene nabo, yithi, inyanga enye, kwaye uyahlule ngenani lilonke labathengi owawunabo ekuqaleni kwenyanga.

Umzekelo, ukuba ubunabathengi abayi-1,000 nge-1 kaJanuwari^st kwaye ulahlekelwe ngama-250 nge-31 kaJanuwari^st, ixabiso lakho le-churn rate liya kuba yi-250/1,000, elilingana ne-0.25% okanye i-25%.

Nazi ezinye iindlela ezilungileyo zokukunceda ekufumaneni izinga lakho lokwenyani le-churn:

• Jonga ireyithi ye-churn ngaphezulu kwe-3 ukuya kwiinyanga ezi-6 ukumisela naziphi na iintsingiselo, njengoko amaxesha amafutshane anokuthi ajike idatha.
• Yahlula abathengi bakho ngeempawu ezifana nokuthenga rhoqo, ixabiso lobomi, okanye isitishi sokufumana. Oku kunokutyhila iinkalo ezifuna ukuphuculwa.
• Review izikhombisi zomsebenzi eziphambili ngeenxa zonke kuhambo lwabathengi ukubona apho ukwehla kwenzeka kakhulu. Emva koko, khangela iindawo zokulahla ukuze ubone iindlela zokuphucula amava.
• Cinga ngexesha lonyaka kunye nokuba oku kunokuchaphazela njani i-churn yakho. Qinisekisa ukuba uthelekisa amazinga e-churn unyaka nonyaka ukuze ufumane umfanekiso ochanekileyo.

Ngaba i-0% yezinga le-churn inokwenzeka ngokwenene?

Kubalulekile ukuqaphela ukuba i-churn kulo naliphi na ishishini ilindelwe, kwaye ayisoze ibekho inkampani ene-0% yereyithi ye-churn. Ngaxa lithile, abanye abathengi bayakuyeka ukuthenga kwivenkile yakho okanye bakhuphe ubhaliso kwinkonzo. Okubalulekileyo kukugxila kwisantya esisezantsi se-churn ngelixa ugxininisa ukonyusa izinga lokukhula kwakho.

Izinto eziluncedo ekuqondeni izinga le-churn yakho

1. Ukunciphisa iindleko zokufumana abathengi

Ukufumana umthengi omtsha kubiza ngaphezu kokugcina omnye. Enyanisweni, kunjalo mahlanu kubiza kakhulu ukufumana umthengi omtsha kunokugcina lowo ukhoyo. Ke, ukwazi izinga lakho le-churn kukunceda ukwazi into ekufuneka uyenzile ukugcina abathengi bakho abaphindayo, ukunciphisa ixesha kunye nohlahlo lwabiwo-mali oza kutyala kulo. Iiprogram zokuthengisa ukutsala abathengi abatsha.

2. Yandisa ingeniso yakho

Ukufumanisa izinga lakho le-churn lehla kwinto enye: yonyusa umvuzo wakho wokuthengisa. Ukutyhila imiba ekhokelela ekubeni abathengi bakho bahambe ngonaphakade kwaye beze nezisombululo zokuyinqanda kunokunyusa izinga lokugcinwa kwabathengi bakho. Uphononongo lweZippia luveze ukuba a 5% ukonyuka kokugcinwa kwabathengi kunokuphinda-phinda inzuzo yenkampani ngama-25–95%, kunye ne-65% yeentengiso ezivela kubathengi abakhoyo.

3. Fumana iinkalo ezifuna ukuphuculwa

Olunye uncedo lokwazi izinga le-churn yakho kukuba kukunceda ukwazi apho usenza khona izinto ezingalunganga kumbutho wakho. Izinga eliphezulu le-churn libonisa iingxaki kwinkampani yakho, ikwenza kube lula ukuchonga kunye nokulungisa nayiphi na ikroba.

Izizathu ezi-4 eziphezulu zokuba kutheni abathengi baqhuma (kunye nezisombululo) 

Ukuqonda izinto ezinegalelo kwi-churn yabathengi kwi-e-commerce lisango lokuphumeza iindlela zokunciphisa izinga eliphezulu le-churn. Apha ngezantsi zezona zizathu ziphambili zokuba kutheni abathengi beqhuma kunye nezisombululo:

1. Ishishini lakho litsala uhlobo olungalunganga lwabathengi

Isizathu senqanaba eliphezulu lokunyuswa kwabathengi kukuba imodeli yeshishini lakho itsala uhlobo olungalunganga lwabathengi. Ngokwenene, I-60% yamashishini kholelwa ukuba ukutsala uhlobo olungalunganga lwabathengi kuyingozi kwimpumelelo yabo.

Kwenzeka xa umthengi weshishini lomntu okanye iprofayile yomthengi efanelekileyo ingacacanga, ngaloo ndlela idala uchulumanco kubathengi abangenaso imfuno yobuchule yempahla okanye iinkonzo zabo. Abathengi banokuba nezinto ezilindelekileyo ezinokuthi zibangele ukungoneliseki kunye nokuphazamiseka.

Ukulungisa oku, kufuneka ucace malunga ne-ICP yakho kunye umthengi ukwenza intengiso yakho okanye isicwangciso sentengiso silungele abathengi abafanelekileyo. Kuya kufuneka kwakhona uqhube uphando lwentengiso, uhlalutye isiseko sakho sabathengi ngoku, kwaye wenze abantu bomthengi ukukunceda ufumane iinkcukacha zabathengi bakho kunye neemfuno ezithile.

2. Inkonzo yomthengi ephantsi

Inkonzo yabathengi engalunganga sesinye sezizathu eziphambili ezikhokelela kwizinga eliphezulu lokurhweba kwabathengi, ukuxabisa amashishini ukuya kuthi ga I-75 yeebhiliyoni zeedola zaseMelika ngonyaka. Ezinye iingxelo zibonisa ukuba 61% yabathengi ungakhetha umntu okhuphisana naye emva kwamava angalunganga. Olunye uphando olwenziwa yi-Zendesk malunga nendlela inkonzo yabathengi enefuthe ngayo kwizigqibo zokuthenga yafumanisa ukuba i-81% yabathengi ibonise ukuba amava enkonzo yabathengi abathembekileyo bandise amathuba abo okuqhubeka nokuthenga kwelo shishini.

Ukuphucula amava omthengi wakho kubalulekile ekwehliseni amanqanaba echurn yabathengi. Ungakwenza oku ngokudala amava enkonzo yomthengi aphuculwe ngakumbi. Ngokomzekelo, sebenzisa inkqubo edibeneyo yokusingatha izicelo ezilula ngelixa ushiya ezona ngxaki zinzima ukuba ziphathwe liqela lakho lenkxaso yabathengi.

Ukubandakanya inkxaso esebenzayo kwakhona kuyanceda ekunikezeni kwakho abathengi amava angcono. Thatha umzekelo we Lululemon, ebonisa esi sicwangciso ngokuphulaphula ukukhankanywa kwe-brand kumajelo asekuhlaleni, nokuba umthengi akasebenzisi izibambo zenkampani okanye i-hashtag. Izenzo ezinje zenza abathengi bakho abakhoyo bonwabe ngelixa betsala amathuba amatsha kwishishini lakho.

3. Izibonelelo ezingcono kunye namaxabiso avela kubakhuphisana

Ngamanye amaxesha, isenokungabi lityala lakho ukuba izinga le-churn yakho liphume eluphahleni. Kukho iimeko apho abantu okhuphisana nabo baba ndlongondlongo ekuthengiseni kwabo kwaye beze nezibonelelo ezinomtsalane kubathengi bakho kwaye kunzima ukubetha. Yiyo loo nto kufuneka ubalumkele abantu okhuphisana nabo kwaye ujonge izenzo zabo ukuze ubathintele ekubileni abathengi bakho.

Ngelixa ukutshintshwa kwabathengi kuneenkampani zase-US ezilahlekileyo I-US $ 136.8 yezigidigidi ngonyaka, ukubetha abantu okhuphisana nabo kunokuba lula njengokuphonononga amaxabiso akho kunye neminikelo. Ngeli xesha, xa beza nesivumelwano esingcono, babambene nezabo ngeentengiso ezikhethekileyo ezifana nezaphulelo zemveliso, amaxabiso afanelekileyo, iinkqubo zokuthembeka, okanye ukuthumela simahla. Oku kunokucenga abathengi babo ukuba bathenge kwivenkile yakho ye-e-commerce.

4. Iwebhusayithi yakho okanye i-app yeselula ineempazamo, iimpazamo, neekhowudi zeempazamo

Abathengi balindele amava okuthenga agudileyo xa uthenga kwiqonga lakho le-e-commerce. Xa ii-bugs zonakalisa amava abo okuthenga kwi-intanethi, kunokuba yingozi kwi-brand yakho. Nazi iinyaniso ezikhawulezayo omele uzazi ngokwe Quality Logic:

• I-34% yabasebenzisi baya kukhetha umntu okhuphisana naye ukuba abonwabanga ngesoftware yakho.
• I-48% yabathengi bacinga ukusebenza kakubi kwendawo kuthetha ukuba inkampani ayikhathaleli ngabathengi bayo.
• I-79% yabathengi banokuphinda bacinge ngesigqibo sabo xa bethenga kwakhona kwiwebhusayithi eqhuba kakubi.
• I-88% yabathengi base-US banombono ongalunganga we-brand ukuba ine-app eqhuba kakubi.

Kungenxa yeengxaki zobugcisa ezingalindelekanga emseleni, i-US $ 500,000 ngenyanga ishishini, bafunde kabuhlungu xa kufuneka baphinde bakhe isoftware yabo yonke ukuze baphinde bathembeke kubathengi babo.

Ngelixa le miba inyanzelekile ukuba yenzeke, indlela oyisingatha ngayo imeko imisela ukuba abathengi bakho baya kuthatha ishishini labo kwenye indawo okanye bahlale nawe.

Ukujongana nemiba enjalo, kufuneka ugcine abathengi bakho behlaziyiwe ngezi mpazamo. Thatha umzekelo we Bomgcini, eyenza umsebenzi omkhulu kwi-2013 xa iqonga layo lifumana ukuphulwa kokhuseleko. Banikezela ngohlaziyo rhoqo kubathengi babo de, ekugqibeleni, umba wasonjululwa. Ekugqibeleni, ithintele i-churn ebinokonakalisa uphawu.

Umgca osezantsi

Ireyithi ye-E-commerce churn yimetric ebalulekileyo ekufuneka uyilandele ukuba ufuna ukonyusa ishishini lakho. Nje ukuba uqonde izithuba ezikhokelela abathengi bakho ukuba bashiye ivenkile yakho, ukuphuhlisa izisombululo ezisebenzayo ezonyusa ukugcinwa kunye nokunyaniseka kwabathengi kuba kukuhamba epakini. Ekugqibeleni, abathengi bakho kunye nezinga le-churn baya kukubulela.

Qala ukufumana iimveliso ezisemgangathweni ukusuka Chovm.com kwaye usebenzise ezi zicwangciso zinamandla ukubona ukuba unganciphisa njani i-churn kwishishini lakho le-e-commerce.