7 Amaqhinga e-BOFU we-Ecommerce kuya ekuthengisweni kwe-Supercharge

Izivakashi eziza kusayithi lakho zisuka kwesinye sezigaba ezintathu zefaneli: Phezulu Kwefaneli (TOFU), Phakathi Kwefaneli (MOFU), noma Phansi Kwefaneli (BOFU). 

Lezi zigaba zinquma, ngokwezinga elikhulu, ukuziphatha kokuthenga kwezivakashi zakho. Uma besesigabeni se-TOFU, bafunda nje ngomkhiqizo wakho futhi babheka iwebhusayithi yakho. Lena yi- “Ukuqwashisa” ukubekwa.  

Uma bevela ku-MOFU, bayazi ukuthi uthengisani futhi bacabangela amanani noma eminye imikhiqizo. Lena yi- "Ukucabangela" ukubekwa.

Kodwa-ke, uma besezingeni eliphansi - BOFU - balungele ukukhipha izikhwama zabo futhi bathenge. Lena yi- “Isinqumo” kanye “Nesenzo” ukubekwa.

Ukuze ukhuphule ukuthengisa, kufanele uhehe izivakashi eziningi ze-BOFU noma uthole abaqaphela inkinga ukuthi basuke phezulu naphakathi nesiteji baye phansi, njengoba kulapho ukuthengiswa kwenzeka khona. Kodwa ngezinye izikhathi, amakhasimende angaba khona angase ahlale isikhathi eside kakhulu esigabeni sokucatshangelwa. Kungcono ukuthi ubagqugquzele esenzweni ngaphambi kokuthi baye koqhudelana naye.

Kulokhu okuthunyelwe, sizobheka amaqhinga ayisikhombisa e-BOFU e-ecommerce ukuze agudluze abathengi abangakwazi ukwenza izinqumo ukuthi baphume. Ake sicwilise!

Okuqukethwe
Sebenzisa ama-CTA
Ukunikezwa kwesikhathi esilinganiselwe
Nikeza iziqinisekiso
Yamukela ukwenza kube ngokwakho
Sebenzisa ubufakazi bomphakathi
Sebenzisa izigelekeqe zenhloso yokuphuma
Thumela ukulandelela kanye nama-imeyili okushiya inqola
Ukuvala

1. Sebenzisa ama-CTA

Cabanga uyothenga esitolo sokudayisa kungekho cashier ngemuva kwekhawunta. Cishe uzocabanga ukuthi abaphathi besitolo abathembekile, banesevisi yamakhasimende ehlanekezelwe, futhi abanandaba nayo. isipiliyoni samakhasimende, kunjalo?

Kunjalo impela uma abathengi abaku-inthanethi bengakwazi ukuthola inkinobho yokukhokha kuwebhusayithi. 

Inkinobho yokukhipha ingenye yezinkinobho ezimbalwa ezihlukene zokubizela-esenzweni (CTA) eziqondisa abasebenzisi esenzweni esithile ofuna basithathe. Lesi senzo singaba uku:

• Engeza ekalishini 
• Hlola
• Bonisa okuningi
• Thanda noma Engeza ohlwini lwezifiso
• Noma yisiphi esinye isenzo esiqondile ofuna izivakashi zisithathe

Ukuze izinkinobho ze-CTA zisebenze kahle, kufanele zifake igama lesenzo, eligqugquzelwa emgomweni othile, futhi libekwe ngendlela efanele ngaphezu kokugoqa ukuze abathengi bangalokothi baphuthelwe.  

Ekhasini lasekhaya lika-Chewy, isibonelo, ama-CTA abekwe ngendlela ehlukile akhuthaza izivakashi ukuthi zithenge kuwo noma zenze esinye isenzo esiholela ekuphumeni.

Ukuze udale ukubizelwa ezenzweni okusebenzayo, kucabange ngaphandle kobubanzi bamagama amafushane enkinobho. Kuye ngokuthi sales umkhankaso, kungaba umusho wonke odlulisa isiphakamiso senani lakho. Isibonelo, "Chitha u-$200 ngaphezulu ukuze ufanelekele ukuthunyelwa kwamahhala!" 

Nansi inguqulo kaChewy: 

Ama-CTA nawo angathwala umuzwa wokuphuthuma ukuthuthukisa amathuba okuphuma. Isibonelo, "Sebenzisa ikhodi NEW20 ukuze uthole isaphulelo sika-20% ku-oda lakho lokuqala. Umtitilizo uyasebenza namuhla!”

Yenza inkinobho yokubizela esenzweni igqame ngokusebenzisa imibala ekhangayo nesikhala esanele esimhlophe esizungezile. Lokhu kuzodonsa ukunaka kwabathengi futhi kubakhuthaze ukuthi benze okuthile. 

2. Izipesheli zesikhathi esilinganiselwe

Abathengi bahlala isikhathi eside esigabeni sokucatshangelwa ngoba abakasitholi isisusa esifanele sokuthenga. Banikeze isipho esihle, futhi usuzitholele isivumelwano. Amaphoyinti ebhonasi uma lowo mnikelo ungekho etafuleni isikhathi eside. 

Kungani? Ngoba-ke, uzobangela ukwesaba kwabo ukuphuthelwa. Amanye amaqhinga asebenzayo ongawasebenzisa yilawa:

Ukushoda nokuphuthuma

Noma nini lapho imikhiqizo yekhwalithi iyindlala, kubangela umuzwa wokuphuthuma ongawusebenzisa ukuze uzuze. Ungakusebenzisa lokhu ngokusebenzisa:

• Isilinganiso sokubala isikhathi: Beka isibali sikhathi sokubala kuwebhusayithi yakho noma ikhasi lokuthengisa ukuze ugqamise isikhathi esinqunyelwe sokunikezwayo. Lokhu kuzokhuthaza isinyathelo esisheshayo.
• Isitokwe esilinganiselwe: Yenza kucace ukuthi kunenani elilinganiselwe lomkhiqizo noma isevisi ngentengo ekhethekile. Lokhu kwandisa umuzwa wokushoda futhi kugqugquzela abathengi ukuthi bathathe isinyathelo ngokushesha.
• Ukuthengiswa kwe-flash: Nikeza ngezaphulelo ezibalulekile kuwebhusayithi yakho noma ikhasi lenkundla yezokuxhumana isikhathi esifushane. Isici sokumangala sidala injabulo futhi sikhuthaze ukuthenga okungalindelekile.

Igqamisa inani kanye nokukhethekile

Enye indlela yokuqinisa okunikezwayo kwesikhathi esikhawulelwe kubathengi abamanqikanqika ukukhulisa ukuhluka komkhiqizo wokufinyelela okulinganiselwe. Lokhu kwakha umbono wokubaluleka, kubakhuthaza ukuthi bathathe isinyathelo. 

Ezinye izindlela ezisebenzayo zihlanganisa: 

• Inikeza izaphulelo zenqwaba: Hlanganisa imikhiqizo ehambisanayo noma amasevisi futhi uwabeke kwizaphulelo zemititilizo yesikhathi esilinganiselwe. Lokhu kuzokwengeza inani futhi kukhuthaze abathengi ukuthi bachithe imali ethe xaxa.
• Ukufinyelela izinyoni zakuqala: Nikeza izinzuzo ezikhethekile noma ukufinyelela kwangaphambi kwesikhathi kokukhishwa kwemikhiqizo emisha kulabo abathenga ngesikhathi esilinganiselwe. Lokhu kudala umoya wokuhluka futhi kuklomelise isenzo esisheshayo.

Inkampani yase-Australia yezingubo zokulala namashidi, i-eCoy, ihlanganise inyoni yakuqala noma isu lokuthengisa kusengaphambili le-Bamboo Quilt yabo umkhankaso wokumaketha. 

Banikeze ukulethwa kwamahhala kanye nesaphulelo sezinyoni zangaphambi kwesikhathi esingu-20% sale nto enyusa inani. Njenge-eCoy, okufaka ukuthunyelwa kwamahhala noma izipho zebhonasi ngokuthenga okwenziwe ngesikhathi esikhawulelwe sokunikezwayo kwesikhashana kwenza isivumelwano sibe mnandi futhi sisenze sihehe kakhulu.

Nakuba ukugudluzwa kwesikhathi esilinganiselwe kungamaqhinga e-BOFU asebenzayo e-ecommerce, abathengi bangaguqula kuphela lapho bebona ukuthi ukwenza ngokushesha kufeza izifiso zabo. Ngakho-ke, qinisa leli su ngezinzuzo zangempela, hhayi nje ukucindezela.

3. Nikeza iziqinisekiso

Iziqinisekiso zisebenza njengenethi yokuphepha kumakhasimende. Kufaka ukwethembana nokuzethemba, kubakhuthaze ukuthi baguquke. Kodwa abathengi bokuqala baqaphela kakhulu ukuphikisa noma izithiyo ngesikhathi sokuphuma. Ngakho-ke, kuwumsebenzi wakho ukusiza ukuwanqoba. 

Kwesinye isikhathi, lokhu kuphikisa kuhlobene nengozi ebonwayo ekuvikelekeni kwesayithi. Izibalo zocwaningo ezihlanganiswe yi-Convertcart bonisa u-31% wabathengi abaku-inthanethi bakwazisa ukuphepha ngaphezu kokunethezeka, futhi abanye abangu-35%, empeleni, bazolahla izinqola zabo ngaphandle kwamabheji okuthenjwa.

Ngokukhula kokuhlaselwa kobugebengu bokweba imininingwane ebucayi, kanye nokukhwabanisa kwekhadi lesikweletu noma lasebhange, amakhasimende adinga ukuqinisekiswa ukuthi ulwazi lwawo luphephile ngesikhathi sokuphuma. Ungakhuphula ukwethenjwa futhi uqinisekise ukuphepha ngokuthi:

• Ukuqinisekisa ukuthi isayithi lakho livikelwe nge-SSL ukuze kudluliselwe ukuthi ulwazi lwamakhasimende akho luvikelekile. 
• Ukusebenzisa amabheji okuthembana njenge-Digicert, McAfee kanye ne-Verisign kuwebhusayithi yakho ukuze wenze izingqondo zabo zikhululeke. 
• Ukusebenzisa i-MasterCard, i-Visa, i-American Express, ne-PayPal ukuze kucutshungulwe ukukhokha okusheshayo.

Ukukhathazeka komthengi kungase futhi kubangele ukuntula ukwethenjwa kwekhwalithi yomkhiqizo noma izinhlelo zenqubomgomo yokubuyisela. Kuleso simo, nikeza iziqinisekiso eziqinile ezibonisa amazinga esevisi aphezulu. 

Unganikeza isiqiniseko esisodwa noma ngaphezulu kuye ngokunikela kwakho okuthile nezithameli eziqondiwe. Lokhu kungafaka: iziqinisekiso zokubuyiselwa imali, iziqinisekiso zenani elingcono kakhulu, ukwaneliseka okungu-100%, iziqinisekiso zesikhathi sonke sokuphila, iziqinisekiso zokubuyiselwa imali nokubuyiselwa kwemali, njll., ngasinye sinikeza amazinga ahlukahlukene engcuphe nomvuzo.

I-ThirdLove, inkampani yezingubo zangaphansi zabesifazane, inikeza izithembiso “ezilingana kahle” — isiqinisekiso esivumela abathengi ukuthi bahwebe mahhala futhi babuyiselwe izinsuku ezingafika kwezingu-60 zokugqoka emikhiqizweni yabo. 

Nakuba uhlobo lwesiqinisekiso lwe-Thirdlove lungase lungasebenzi kuyo yonke imikhiqizo, ukhiye uwukuqinisekisa ukuthi imigomo yesiqinisekiso sakho isobala futhi ifinyeleleka kalula kumakhasimende. Chaza izimo, izikhathi, nanoma yimiphi imikhawulo ukuze ugweme ukudideka noma ukuphoxeka.

Isibonelo, inqubomgomo yokubuya kwe-Everlane isho ngokucacile kuwebhusayithi yayo ukuthi isikhathi sokubuyisela izinto ezingagqokile izinsuku ezingu-30.

Gqamisa iziqinisekiso zakho ngokucashile kuso sonke isigaba senqubo yokuthenga eholela ekuphumeni, ukuze kuhlale kusemqondweni wakho.

Isiqinisekiso esichazwe kahle singakusiza ukuthi uhehe amakhasimende amaningi, uthuthukise ukuthengisa, futhi uthuthukise isithunzi somkhiqizo wakho.

4. Yamukela ukwenza kube ngokwakho

Wake wayibona i-”Uma uthanda lokhu, ungase ukuthande lokhu” okuzivelelayo esikrinini sakho noma ingxenye yemikhiqizo ekhethiwe “eyakho nje” lapho uthenga ku-inthanethi? Lokho ukwenza kube ngokwakho kwe-ecommerce emsebenzini. Kuyisu elihlanganisa ukuzizwisa kokuthenga ku-inthanethi kumakhasimende ngamanye. 

Ukwenza kube ngokwakho i-Ecommerce kukuvumela ukuthi ulethe okuqukethwe okufanele, izincomo zomkhiqizo nokunikezwayo ngokusekelwe kokuthandwa ngamakhasimende, ukusebenzisana kwangaphambilini nesayithi lakho, kanye nezibalo zabantu.

Okuqukethwe komuntu siqu kuyisihluthulelo sokukhulisa inani le-oda elimaphakathi (AOV), amanani okuguqulwa, nokwaneliseka kwamakhasimende. Nazi izindlela ezimbalwa zokwenza okuqukethwe kwe-ecommerce kube ngokwakho phansi kwefaneli.

Kusebenzise emkhankasweni wakho wokudonsa nge-imeyili

Ukwenza kube ngokwakho i-imeyili kudlula ukukhuluma nabamukeli ngamagama. Kungabandakanya okuqukethwe okuguquguqukayo okusekelwe ekuziphatheni komthengi, izintandokazi, nokuhlukaniswa. 

Isibonelo, ungathumela izincomo zomkhiqizo womuntu siqu nge-imeyili ekhasimendeni elidale uhlu lwezifiso noma elishiye inqola yalo. 

Leli iqhinga elivamile kodwa elisebenzayo le-BOFU phakathi kwabathengisi be-ecommerce. Ngokusho kocwaningo, cishe abathengi abayisishiyagalombili kwabayishumi bancamela ukuthenga kumabhrendi ayibona ngamagama, bancome izinketho ezisuselwe ekuthengeni kwangaphambilini, noma bazi umlando wabo wokuthenga.

Uma kwenziwa kahle, le ndlela eqondisiwe ingaphinda iguqule izintshisekelo zabathengi ukuze baqedele ukuthenga kwabo kusayithi lakho.

Yenza kube ngokwakho okuqukethwe kwekhasi lokubikezela ngokusekelwe ezikhangisweni

Lapho okuqukethwe okungenzeka ikhasimende likubona ku- ikhasi lokufika ibonisa lokho okwakukhangisiwe kubo, idala umuzwa wokuthenga we-inthanethi ongenazihibe. 

Isibonelo, uma isikhangiso siphromotha ukuthengiswa kwezicathulo ezigijimayo, ikhasi lokubikezela kufanele libonise lawo madili afanayo ezicathulo ezisebenzayo. 

Umgomo uwukuqinisekisa ukuhambisana phakathi komlayezo wesikhangiso nokuqukethwe kwekhasi lokubikezela kukhasimende ngalinye. Lokhu kuvumelana kusiza amakhasimende ukuthi athenge ngokwakha phezu kwenhloso esungulwe ekusebenzelaneni kwezikhangiso zangaphambilini.

Ncoma imikhiqizo esekelwe ekusebenzelaneni kwesayithi

Your isitolo se-ecommerce inganikeza okuhlangenwe nakho kokuthenga komuntu siqu ngokulandelela ukuziphatha kwekhasimende ngalinye nokuncoma imikhiqizo efanele. Hlaziya ukuthi imiphi imikhiqizo ebonwa yizivakashi zakho, iyithenge, futhi yiseshe kuwebhusayithi yakho. Lokhu kusebenzisana kunganikeza ukuqonda kokuncamelayo.

Bese, unikeza iziphakamiso ezenzelwe umsebenzisi ngamunye ngokusekelwe kulokho abonise intshisekelo kukho. Uma othile evamise ukubuka izinto zokufaneleka, batusa izingubo ezisebenzayo ezihlobene kakhulu nezinto zokusebenza.

Uma izincomo zomkhiqizo zizizwa zenziwe zaba ngezakho kunokuthi zenziwe ezijwayelekile, amakhasimende azizwa ebalulekile. Ngaleyo ndlela kuholela ekwanelisekeni okuthuthukisiwe, ukuthenga okwengeziwe, kanye nemali engenayo eyengeziwe.

5. Sebenzisa ubufakazi bokuxhumana nabantu

Ubufakazi bomphakathi ku-ecommerce buhlanganisa ukusebenzisa ubufakazi, ukubuyekezwa, kanye nempendulo eku-inthanethi njengento yokumaketha ukuze kube nomthelela ezinqumweni zabathengi.

Ibhikawozi elidumile cishe lizoba nethrafikhi yezinyawo ezinhle kanye nesisekelo samakhasimende esiqinile. Kungani? Ngoba lokhu kunikeza umbono wokuthi imikhiqizo yabo isezingeni eliphezulu; uma kungenjalo, kungani abantu abaningi kangaka bengabasekela?

Nabo babengeke babe ukuthi ethandwa ukube uMariya akazange atshele uBeth noBeth ukuthi akamtshelanga uMarta. Singaphetha ngokuthi ukumaketha kwezwi, okubuye kwaziwe njengobufakazi bomphakathi, kwakuyisizathu esibalulekile sokuphumelela kwebhikawozi.

Ngokufanayo, ubufakazi bezenhlalo buyadingeka ku-ecommerce ukuze bakholise abathengi abamanqikanqika ngokucabangela imikhiqizo yakho. Ungafaka leli qhinga esigabeni se-BOFU ngokuthi: 

Ukusebenzisa okuqukethwe okukhiqizwa umsebenzisi ezikhangisweni zakho ezihlosiwe kabusha. Ukwenza lokhu kuzokuvumela ukuthi ukholise izivakashi ezisebenzisana nokuqukethwe komkhiqizo wakho noma umkhiqizo ofanayo ndawana thize ohambweni lwazo lomthengi.

Kubandakanya ukubuyekezwa kwamakhasimende kanye nezilinganiso kusayithi lakho, ukuze abathengi abangahle bazibone ngaphambi kokukhokha. 

Ukufakaza kabusha kwekhasimende njengekhophi yomkhiqizo kuma-imeyili wakho wokulahla inqola. Ungathola ubuciko futhi usebenzise isibuyekezo somugqa owodwa ku- umugqa wesihloko se-imeyili. Isibonelo: “Ngithathekile ngaleli bhantshi!” – Taylor, Denver.

Amanye amabhrendi afana ne-BOSE ahamba kakhulu ebufakazini bokuxhumana nabantu futhi akha yonke indikimba ye-imeyili ezungeze ubufakazi bamakhasimende abo. 

Ngaleli qhinga, ungakwazi ukuthuthukisa ukuthakasela kwakho okukhona namakhasimende akho, ngaleyo ndlela unqobe isithiyo sokugcina abathengi ababhekene naso ocingweni - ukwesaba.

6. Sebenzisa izigelekeqe zenhloso yokuphuma

Ama-pop-ups anenhloso yokuphuma aqondise abathengi ababonakala belungele ukushiya isayithi lakho ngaphandle kokuthenga. Njengoba ikhesa inyakaza ukuvala ikhasi, lezi zigelekeqe zivela nezipesheli zokuthwebula ukuthengisa ngomzuzu wokugcina. Zisebenza njengendlela yokugcina yokuphila yokuthwebula amakalishi alahliwe ngokukhumbuza amakhasimende ngezaphulelo noma ukuthunyelwa kwamahhala angaphuthelwa kukho.

I-ThirdLove isebenzisa leli qhinga, inikela ngesipho esihehayo sesaphulelo esingu-15%, ngokushesha nje lapho isivakashi sizama ukushiya ikhasi. 

Uma uqondise izigelekeqe zenhloso yokuphuma ngendlela efanele, zikunikeza ithuba lokugcina lokuthwebula abavakashi abalahlileyo ngaphambi kokuthi bashiye iwebhusayithi yakho. Bakhombisa ukuthi uyalazisa ibhizinisi labo futhi bafuna ukuvikela ukuthengiswa. 

Uma usebenzisa amaqhinga anolaka kakhulu, izivakashi zingase zicasuke. Ukuphuma okuklanywe kahle kunikeza abathengi ukuthi bahlale futhi baguqule ngomzuzu wokugcina.

7. Thumela ukulandelwa kanye nama-imeyili okulahla inqola

Ungavumeli izinqola zokuthenga zibanda futhi ukuthengisa kuwela eceleni kwendlela. Thumela ama-imeyili okulandelela ngesikhathi nafanelekile uma ikhasimende lingaqedi ukuphuma. Sebenzisa ukuhlukaniswa okuhlakaniphile ukulandelela ukuziphatha kwabathengi kanye nemilayezo ehambelana nesigaba ngasinye. 

Ama-imeyili okulahlwa kusenesikhathi angase agqamise imikhiqizo edumile. Abakamuva bangaphromotha izaphulelo noma bazikhumbuze ngobumnene izinto ezihlala ekalishini, njengalesi sibonelo esingezansi.

Landela ukulandelana kokukhulisa, hhayi ukuhlasela. Umgomo uwukunikeza inani elizungeze izindawo zabo zentshisekelo ukuze babuyisele ibhizinisi labo ngobumnene. 

Izincomo eziwusizo, amadili akhethekile, nezikhumbuzi ezinobungani zibuyisela abalahle izinqola kufaneli yakho ukuze kube impumelelo yokuguqulwa. Gwema nje ukuphusha noma ukuba namandla.

Ukuvala

Abanye abathengi bayazi ukuthi yini abafuna ukuyithenga kodwa badinga i-nudge eyengeziwe ukuze baqedele ukuthenga. Amaqhinga e-Ecommerce BOFU afana nokubuyekezwa kobufakazi bokuxhumana nabantu kanye nezipesheli ezifike ngesikhathi zikhuluma ngqo nalezi zivakashi esezilungele ukuthenga, zibakhuthaze ukuthi bathathe isinyathelo.

Umgomo uwukuqondisa izivakashi phansi kwefaneli yokugcina ukuze zithenge kahle. Yazisa abathengi abalungile ngesikhathi esifanele, futhi imali yakho engenayo izokubonga.