Indlela Yehlisa Isilinganiso Sekhasimende Le-Churn ku-E-Commerce

Amabhizinisi amaningi aku-inthanethi asebenza kanzima ukuze athole amakhasimende futhi awaguqulele esitolo sawo se-inthanethi. Inselelo enkulu ababhekene nayo i-e-commerce churn. Ngokwemibiko, izinkampani ziyalahlekelwa US $1.6 trillion minyaka yonke ngenxa yokuxokozela amakhasimende. Lokho kusho ukuthi utshalomali oluningi ekuthengisweni nasekukhangiseni luyehla njengoba amakhasimende ehla ngaphandle kokubuya nokukhetha umkhiqizo noma isevisi yesimbangi.

Njengomnikazi webhizinisi le-e-commerce, ufuna ukuqinisekisa ukuthi izinga lakho le-churn liphansi ngangokunokwenzeka ngokuklama izixazululo ezigcina ingxenye enkulu yamakhasimende akho. Ngakho-ke, le ndatshana ingena ijule emcabangweni we-e-commerce churn, ihlinzeka ngezizathu zokuvela kwayo kanye namathiphu okunciphisa izinga le-churn. Qhubeka ufunde ukuze ufunde kabanzi.

Okuqukethwe
Liyini izinga le-e-commerce churn?
Izinzuzo zokuqonda izinga lakho le-churn
Izizathu ezi-4 eziphezulu zokuthi kungani amakhasimende exabene (nezixazululo)
Isiphetho sendaba

Liyini izinga le-e-commerce churn?

Izinga le-E-commerce churn lichazwa njengephesenti lamakhasimende ayeka ukusebenzisa imikhiqizo noma amasevisi enkampani ngesikhathi esithile. Ngemikhiqizo ye-e-commerce, lokhu kusho ukuthi amakhasimende athengayo kodwa angabuyi azothenga futhi.

Ukushintshashintsha kwekhasimende kwenzeka ngezindlela ezimbili: ukuzikhethela nokuzenzela. Ukushintshashintsha ngokuzithandela kwenzeka lapho ikhasimende liyeka ukuthenga kuwe ngenxa yezizathu ezifana nokunganeliseki ngemikhiqizo noma amasevisi akho (okuningi mayelana nalokho okuzayo).

Ngakolunye uhlangothi, ukuzikhethela kwenzeka lapho inkinga efana nesixhumi esibonakalayo esibi sewebhusayithi noma ukwehluleka kwenkokhelo kwenza ikhasimende lilahle isitolo sakho. Ngakho-ke, ukulinganisa zombili izinhlobo ze-churn kungakusiza ekutholeni isilinganiso esimaphakathi sebhizinisi lakho.

Ungabala kanjani i-churn yekhasimende

Njengoba izinga le-churn yekhasimende lakho liyiphesenti lamakhasimende owalahlekelayo esikhathini esithile, ukuze usibale, uthatha inombolo yamakhasimende owalahlekele ngayo, ake sithi, inyanga eyodwa, bese uyihlukanisa ngenani eliphelele lamakhasimende obunawo ekuqaleni kwenyanga.

Isibonelo, uma ubunamakhasimende angu-1,000 ngoJanuwari 1^st futhi ilahlekelwe ngu-250 ngoJanuwari 31^st, inani lakho le-churn rate lizoba ngu-250/1,000, elilingana no-0.25% noma u-25%.

Nazi ezinye izinqubo ezihamba phambili zokukusiza ekutholeni izinga lakho langempela le-churn:

• Bheka izinga le-churn enkathini yezinyanga ezi-3 kuye kweziyi-6 ukuze unqume noma imaphi amathrendi, njengoba ozimele besikhathi abafushane bangakwazi ukuhlanekezela idatha.
• Hlukanisa amakhasimende akho ngezichasiso ezifana nemvamisa yokuthenga, inani lempilo yonke, noma isiteshi sokutholwayo. Lokhu kungadalula izindawo ezidinga ukuthuthukiswa.
• Buyekeza izinkomba zokusebenza kokhiye ohambweni lwamakhasimende ukubona lapho ukuwohloka kwenzeka kakhulu. Bese, bheka izindawo zokushiya ukuze unqume izindlela zokuthuthukisa umuzwa.
• Cabangela isikhathi sonyaka nokuthi lokho kungase kube nomthelela kanjani ekubambeni kwakho. Qiniseka ukuthi uqhathanisa amanani e-churn unyaka nonyaka ukuze uthole isithombe esinembile.

Ingabe i-churn rate engu-0% ingenzeka ngempela?

Kubalulekile ukuqaphela ukuthi i-churn yanoma yiliphi ibhizinisi ilindelekile, futhi ayisoze yaba khona inkampani ene-churn rate engu-0%. Kwesinye isikhathi, amanye amakhasimende azoyeka ukuthenga esitolo sakho noma azikhiphe ohlwini lwesevisi. Okubalulekile ukugxila esilinganisweni esiphansi se-churn ngenkathi ugcizelela ukukhulisa izinga lakho lokukhula.

Izinzuzo zokuqonda izinga lakho le-churn

1. Yehlisa izindleko zokutholwa kwamakhasimende

Ukuthola ikhasimende elisha kubiza ngaphezu kokugcina elilodwa. Eqinisweni, kunjalo izikhathi ezinhlanu kubiza kakhulu ukuzuza ikhasimende elisha kunokugcina elikhona. Ngakho-ke, ukwazi izinga lakho le-churn kukusiza ukuthi wazi ukuthi yini okufanele uyenze ukuze ugcine amakhasimende akho aphindayo, wehlise isikhathi nesabelomali ozotshala kuso. Imikhankaso yokumaketha ukuheha abathengi abasha.

2. Khulisa imali yakho engenayo

Ukuthola izinga lakho le-churn lehlela entweni eyodwa: khulisa izinzuzo zakho zokuthengisa. Ukudalula izinkinga eziholela ekutheni amakhasimende akho ahambe unomphela nokuqhamuka nezixazululo zokuzinqanda kungakhuphula izinga lokugcinwa kwamakhasimende akho. Ucwaningo lweZippia lwembula ukuthi a 5% ukwanda kokugcinwa kwamakhasimende kungaphindaphinda inzuzo yenkampani ngo-25–95%, ngo-65% wokuthengisa okuvela kumakhasimende akhona.

3. Thola izindawo ezidinga ukuthuthukiswa

Enye inzuzo yokwazi izinga le-churn yakho ukuthi ikusiza ukuthi wazi lapho wenza izinto ezingalungile enhlanganweni yakho. Izinga eliphezulu le-churn libonisa izinkinga enkampanini yakho, okwenza kube lula ukukhomba nokulungisa noma yiziphi izintuba.

Izizathu ezi-4 eziphezulu zokuthi kungani amakhasimende exabene (nezixazululo) 

Ukuqonda izici ezinomthelela ekungeneni kwekhasimende ekuhwebeni kwe-e-commerce kuyisango lokusebenzisa izindlela zokunciphisa izinga eliphezulu lokungena. Ngezansi izizathu eziphezulu zokuthi kungani amakhasimende ehlubuka kanye nezixazululo:

1. Ibhizinisi lakho liheha uhlobo olungalungile lwamakhasimende

Isizathu sezinga eliphezulu lokungena kwamakhasimende ukuthi imodeli yebhizinisi lakho iheha uhlobo olungalungile lwabathengi. Empeleni, Ama-60% amabhizinisi bakholelwa ukuthi ukuheha uhlobo olungalungile lwamakhasimende kuyingozi empumelelweni yabo.

Kwenzeka lapho umuntu webhizinisi lomthengi noma iphrofayela efanelekile yekhasimende ingacacile, ngaleyo ndlela kudala injabulo kumakhasimende antula isidingo sobuhlakani sezimpahla noma amasevisi awo. Amakhasimende angase futhi abe nezinto ezilindelekile ezingenakwenzeka, okuholela ekunganeliseki nokuxokozela.

Ukuze ulungise lokhu, udinga ukucaca nge-ICP yakho kanye umthengi persona ukwenza ngendlela oyifisayo isu lakho lokukhangisa noma lokumaketha ukuze lilingane nabathengi abalungile. Kufanele futhi wenze ucwaningo lwemakethe, uhlaziye isisekelo samakhasimende akho samanje, futhi udale abantu bomthengi ukuze bakusize uthole ubunikazi bamakhasimende akho kanye nezidingo ezithile.

2. Ukungenzi kahle kwamakhasimende

Isevisi yamakhasimende engalungile ingesinye sezizathu ezinkulu eziholela emazingeni aphezulu okushintshashintsha kwamakhasimende, okubiza amabhizinisi kuze kufike lapho US $ 75 billion ngonyaka. Eminye imibiko iphakamisa lokho Amakhasimende angu-61% ungakhetha esiqhudelana naye ngemva kokuhlangenwe nakho okukodwa okungalungile. Olunye ucwaningo olwenziwa yi-Zendesk mayelana nendlela isevisi yamakhasimende ethonya ngayo izinqumo zokuthenga ithole ukuthi amakhasimende amaningi kakhulu angama-81% aveze ukuthi ukuzizwisa okuhle kwesevisi yamakhasimende kwandise amathuba awo okuqhubeka nokuthenga kulelo bhizinisi.

Ukuthuthukisa ukuzizwisa kwekhasimende lakho kubalulekile ekwehliseni amazinga okuhlangana kwamakhasimende. Ungakwenza lokhu ngokudala umuzwa wesevisi yamakhasimende othuthuke kakhudlwana. Isibonelo, sebenzisa isistimu ehlanganisiwe yokusingatha izicelo ezilula ngenkathi ushiya izinkinga eziyinkimbinkimbi kakhulu ukuthi zisingathwe ithimba lakho lokusekela amakhasimende.

Ukufaka ukwesekwa okusebenzayo nakho kuyasiza ekunikezeni owakho amakhasimende umuzwa ongcono. Thatha isibonelo se Lululemon, okubonisa leli su ngokulalela okushiwo uphawu ezinkundleni zokuxhumana, ngisho noma ikhasimende lingasebenzisi izibambo noma ama-hashtag enkampani. Izenzo ezinjengalezi zenza amakhasimende akho akhona ajabule kuyilapho eheha amathemba amasha ebhizinisini lakho.

3. Izipesheli ezingcono nezintengo ezivela kwabancintisana nabo

Ngezinye izikhathi, kungase kungabi iphutha lakho ukuthi izinga lakho le-churn lidlula ophahleni. Kunezimo lapho izimbangi zakho ziba nolaka ngokumaketha kwazo futhi zize neminikelo ekhangayo kubathengi bakho futhi okunzima ukukuhlula. Kungakho kufanele uqaphele izimbangi zakho futhi ubheke izenzo zabo ukuze ubavimbele ekuntshontsheni amakhasimende akho.

Ngenkathi ukushintsha kwamakhasimende kunezinkampani zase-US ezilahlekelwa ngaphezulu US $ 136.8 billion ngonyaka, ukushaya izimbangi zakho kungaba lula njengokubuyekeza amanani neminikelo yakho. Ngaleso sikhathi, uma beqhamuka nedili elingcono, baphikisane nezabo ngokunikezwa okukhethekile njengezaphulelo zomkhiqizo, amanani afanelekile, izinhlelo zokwethembeka, noma ukuthunyelwa kwamahhala. Lokhu kungase kunxenxe amakhasimende abo ukuthi athenge esitolo sakho se-e-commerce.

4. Iwebhusayithi yakho noma uhlelo lokusebenza lweselula luneziphazamisi, amaphutha, namakhodi wamaphutha

Abathengi balindele okuhlangenwe nakho kokuthenga okushelelayo lapho uthenga endaweni yakho ye-e-commerce. Uma izimbungulu zonakalisa ulwazi lwazo lokuthenga ku-inthanethi, kungase kube yingozi kumkhiqizo wakho. Nawa amaqiniso asheshayo okufanele wazi ngokuya ngawo Quality Logic:

• Abasebenzisi abangu-34% bazokhetha izimbangi uma bengajabule ngesofthiwe yakho.
• Amakhasimende angu-48% acabanga ukuthi ukusebenza kahle kwesayithi kusho ukuthi inkampani ayinandaba namakhasimende ayo.
• U-79% wabathengi bangase bacabange kabusha ngesinqumo sabo lapho bethenga futhi kuwebhusayithi engasebenzi kahle.
• U-88% wabathengi base-US banombono ongemuhle ngomkhiqizo uma unohlelo lokusebenza olungasebenzi kahle.

Kungenxa yezinkinga zobuchwepheshe ezingalindelekile lokho Groove, i-US $500,000 yebhizinisi ngenyanga, yafunda kanzima lapho kufanele bakhe kabusha yonke isofthiwe yabo ukuze baphinde bathole ukwethenjwa amakhasimende abo.

Nakuba lezi zinkinga zizokwenzeka, indlela osisingatha ngayo isimo inquma ukuthi amakhasimende akho azoyisa ibhizinisi lawo kwenye indawo noma anamathele kuwe.

Ukuze ubhekane nezinkinga ezinjalo, udinga ukugcina amakhasimende akho enolwazi ngala maphutha. Thatha isifundo sendaba ka isikhumbulo sesikhana, eyenze umsebenzi omuhle ngo-2013 lapho inkundla yayo ihlangabezana nokuphulwa kwezokuphepha. Banikeza izibuyekezo ezivamile kumakhasimende abo kwaze kwaba yilapho, ekugcineni, inkinga isixazululiwe. Ekugcineni, ivimbele i-churn ebingalimaza umkhiqizo ngenye indlela.

Isiphetho sendaba

I-E-commerce churn rate iyimethrikhi ebalulekile okudingeka uyilandele uma ufuna ukukhulisa ukuthengiswa kwebhizinisi lakho. Uma usuziqonda izintuba eziholela amakhasimende akho ukuthi ashiye isitolo sakho, ukuthuthukisa izixazululo ezisebenzayo ezikhulisa ukugcinwa kanye nokwethembeka kwamakhasimende kuba uhambo epaki. Ekugcineni, amakhasimende akho nezinga le-churn lizokubonga.

Qala ukuthola imikhiqizo yekhwalithi kusuka Chovm.com futhi usebenzise lawa maqhinga anamandla ukuze ubone ukuthi unganciphisa kanjani i-churn ebhizinisini lakho le-e-commerce.