Ungayenza kanjani i-3X I-ROI Yakho Ngefaneli Yokuthengisa

Ukwandisa inzuzo ekutshalweni kwezimali (i-ROI) kuyingxenye ebalulekile yezinhloso zokumaketha zanoma yiliphi ibhizinisi. Enye yezindlela ezinhle kakhulu zokukwenza ukusebenzisa isu lokumaketha eliqinile elisuselwe ekuziphatheni kwamakhasimende bese ulungisa lelo su ngokufanele. Ngalokho, ibhizinisi kufanele liqale lihlaziye ukuthi umthengi uzoziphatha kanjani, futhi ngokubonga lokhu kuhlaziya sekuvele kunakekelwe. Lokhu kuhlaziya kwaziwa abantu bebhizinisi njengefaneli yokumaketha.

Okuqukethwe
Iyini ifaneli yokumaketha futhi kungani ibalulekile?
I-TOFU, i-MOFU, ne-BOFU: Izinyathelo zokuya kufaneli yokumaketha ephumelelayo
Amathiphu asebenzayo okusebenzisa ifaneli yokumaketha ebhizinisini lakho
Khulisa ifaneli yakho yokumaketha ukuze uthole i-3x ROI ku-Chovm.com

Iyini ifaneli yokumaketha futhi kungani ibalulekile?

Wonke umuntu ongusomabhizinisi uke wezwa ngefaneli yokumaketha, noma ukuthenga noma ukuthengisa, futhi ngesizathu esihle. Lesi sithombe esibonakalayo, esisesimweni sefaneli, sethula ngokusobala izinyathelo ezibalulekile isitolo kanye namakhasimende aso azodlula kuzo kusukela ekuthakaseleni kokuqala komkhiqizo kuya ekuthengeni kokugcina. Kuyindlela ezanyiwe yavivinywa yabanikazi bezitolo ukuthi baqonde ezabo ukuziphatha kwabathengi ngakho-ke sebenzisa lolu lwazi ukuze wandise amathuba abo okwenza ukuthengisa.

Ngokuqonda lokho umthengi okungenzeka akwenze ngokulandelayo—hlola izibuyekezo noma izimbangi, isibonelo—, umnikazi wesitolo angathatha izinyathelo zokubonisa umkhiqizo wakhe ngokukhanya okungcono kakhulu futhi avale indali. Lezi zinyathelo zingabandakanya ukudala ikhasi lokubikezela elihehayo noma ukwazisa ikhasimende mayelana namaphromoshini, phakathi kwamanye amasu okuthengisa nokuthengisa. Ukubukeka okukhumbulekayo kwefaneli nakho kwenza kube lula kubanikazi bezitolo ukukhumbula isinyathelo ngasinye senqubo.

Nakuba ifaneli yokumaketha ilandela iphethini yokuziphatha kwabathengi, lokhu kungabonakala ngokuhluka okuthile:

• Ukuqwashisa
• Isithakazelo
• Ukucabangela
• Inhloso
• Kulinganisa
• Ukuthengwa

Izinyathelo ezingaphakathi kwengxenye ngayinye yefaneli nazo zingahluka kuye ngokuthi ibhizinisi lithengisela ikhasimende ngokuqondile (B2C) noma lithengisa iwholesale kwamanye amabhizinisi (B2B). Ngakho, kuye ngemodeli yebhizinisi lakho, kufanele ulandele eyodwa yalezi zindlela ezimbili:

• Ifaneli yokuthengisa ye-B2C: Sesha ulwazi, funda ngemikhiqizo, funda ukubuyekezwa futhi uqhathanise imikhiqizo, faka imikhiqizo ekalishini, buyekeza inqola yokuthenga bese uya kophuma, futhi umsebenzi wokuthengisa uyaqedwa.
• Ifaneli yokuthengisa ye-B2B: Sesha ulwazi, abathengi bahlola imikhiqizo ethile nezibuyekezo, abathengi babelana ngocwaningo ngemikhiqizo nabanye ababambiqhaza, abathengi bathola idemo yomkhiqizo, abathengi bathola isiphakamiso senkontileka, futhi umsebenzi wokuthengisa uyaqedwa.

I-TOFU, i-MOFU, ne-BOFU: Izinyathelo zokuya kufaneli yokumaketha ephumelelayo

Njengoba kushiwo, amafaneli okumaketha angabonwa ngokuhlukahluka kwezinyathelo ezimbalwa, njengoba abahlaziyi bewalungisa ngokuya ngalokho okusebenza kangcono embonini yabo noma kuhlobo lwesitolo. Ngakho, ukwenza le nqubo ibe lula, ukuhlukaniswa okulula kwezinyathelo ezibaluleke kakhulu kunikezwa lapha.

Phezulu kwefaneli (TOFU)

Phezulu kwefaneli, noma i-TOFU, yilapho abathengi beqala khona ukuthintana nomnikelo womkhiqizo nalapho benza khona Ukuqwashisa yomkhiqizo wakho. Abanikazi bezitolo bangasiza ekukhuliseni ukuqwashisa ngemikhiqizo yabo ngokuheha amakhasimende kanye nokushayela ithrafikhi endaweni engaphambili yesitolo sabo ngesimo sethrafikhi yewebhu noma ukuhamba ngezinyawo. Lokhu kungenziwa ngokuba khona kophawu ezinkundleni zokuxhumana, okuhlosiwe ukukhangisa kwedijithali esungula izindawo zokuthengisa ezihlukile zomkhiqizo wakho (ama-USP), nokunye okwengeziwe.

Phakathi kwefaneli (MOFU)

Maphakathi nefaneli, noma i-MOFU, yilapho ikhasimende liqala khona ukuthatha isithakazelo futhi iqala cabanga imikhiqizo okunikezwayo. Ngokusebenzisa imikhankaso ethile yokumaketha, efana nama-imeyili, imikhiqizo nezibuyekezo zokunikezwayo, ukumaketha kwevidiyo, nohlu lwemibuzo lwamakhasimende, abanikazi bezitolo bangaxhumana namakhasimende abo. Ngalokhu, bazofunda ukuthi yini abayithakaselayo amakhasimende abo, okuzosiza ekucabangeni kwabo lapho umnikazi wesitolo ekhuluma nalezi zithakazelo.

Phansi kwefaneli (BOFU)

Phansi kwefaneli, noma i-BOFU, yilapho ikhasimende lisetha khona i- injongo ukuthenga, kwenza final yabo ukuhlolwa, futhi ekugcineni unquma ukwenza i ukuthenga. Ngokusebenzisa ukumaketha okusebenzayo, okuhlanganisa amaphromoshini, iminikelo yesikhathi esisodwa kuphela, kanye nezingcingo ezenzweni (CTAs), kanye nokufaka izibuyekezo ezinhle nempendulo evela kumakhasimende adlule, abanikazi bezitolo bangasiza ukucindezela ukuhlolwa komkhiqizo okulungile futhi ekugcineni bakuguqulele ekuthengeni.

Uma umnikazi wesitolo esesebenzise zonke izindlela zokuthengisa nezokumaketha ukuze akhulise amandla efaneli yokumaketha, kufanele abone inani elikhulayo lokuthengisa nokuthembeka kwebhrendi okuqinile. Lokhu kuzosho ukwanda kwemali engenayo, kokubili manje nasesikhathini esizayo. Ukulandela kusuka kulokhu, abanikazi bezitolo kufanele baphinde inqubo yokukhiqiza ukuthengisa okwengeziwe futhi bakhumbuze amakhasimende abo ukuthi kunemikhiqizo eminingi etholakalayo.

Amathiphu asebenzayo okusebenzisa ifaneli yokumaketha ebhizinisini lakho

Amafaneli okuthengisa angasetshenziswa amabhizinisi anosayizi abahlukene, kusukela kwamabhizinisi amancane kuya kwaphakathi (ama-SME) kuya emabhizinisini abiza izigidigidi zamarandi. Ngokulandela ifaneli yokumaketha nokujwayela isu lokumaketha lebhizinisi ngokuvumelana nalokhu kuziphatha kwabathengi, isitolo singakwazi kalula izikhathi ezi-3 i-ROI yaso ngokuqhathaniswa nokungenzi lutho ngaphandle kokulinda ukuthengisa ukuthi kudlule. Amanye amathiphu asebenzayo wesinyathelo ngasinye sefaneli achazwe ngezansi:

I-TOFU

Esigabeni se-TOFU, amafaneli okumaketha angaqala ukukhulisa imali engenayo yebhizinisi ngokwandisa ukufinyelela kwayo kuzithameli eziqondiwe kabanzi. Amasu amakhulu amabhizinisi angawasebenzisa phakathi nesigaba se-TOFU sefaneli ahlanganisa ukudala okuqukethwe okwabiwe eziteshini zezokuxhumana, ukukhokhela izikhangiso ezihlosiwe ezizosebenzisa ama-algorithms ukufinyelela abangase babe abathengi, ukubhala okuthunyelwe kwebhulogi, ukubamba iqhaza kuma-podcasts, nokuningi. Ngasohlangothini oluphathekayo, amabhizinisi angaphinde aye emigwaqweni ukuze anikeze amasampula amahhala—kusuka kumakha kuya ekudleni. Le ngxenye yefaneli ilungele ukuqwashisa ngebhizinisi noma umkhiqizo, kodwa futhi iyithuba elihle lokuqonda ikhasimende lakho elifanelekile. Qiniseka ukuthi ukhuthaza abantu ukuthi bajoyine uhlu lwamakheli ngamakheli e-imeyili noma baphendule imibuzo emifushane ngemikhiqizo yakho.

MOFU

Esigabeni se-MOFU, amafaneli okumaketha angasiza amabhizinisi ukuhlela isu eliwumugqa, ngaleyo ndlela agweme ukucasula okungenzeka amakhasimende akho ngama-imeyili aphindaphindayo futhi aqinisekise ukuthi labo abathintekayo bathola kuphela ama-imeyili anolwazi olufanele kubo. Lokhu kufinyelelwa kangcono ngokuhlaziywa kwezingxenye ezifana nohlu lwemibuzo noma uhlu lwamakheli, oluqoqwe ngesikhathi se-TOFU. Isibonelo esihle sento ibhizinisi elingayenza esigabeni se-MOFU sefaneli ukuhlaziya idatha etholakalayo enayo kumakhasimende abo afanelekile bese inikela ngemikhiqizo efanele. Isibonelo, uma ikhasimende lifuna umkhiqizo wasekhishini, ibhizinisi kufanele lilenze lazi ngeminye imikhiqizo ehambisanayo ngethemba lokudayisa noma ukulidayisela phezulu. Lokhu kungafezwa ngabamele abahle abathengisa ngaphakathi endlini noma ngama-algorithms ahlakaniphile adala iziphakamiso eziqhamukayo zezinto ezifanayo noma ezihambisanayo kusayithi.

Boofu

Okokugcina, amafaneli okuthengisa angasiza ekuguquleni ngesikhathi sesigaba se-BOFU. Ngokulandela ukwakheka okulula okufana nefaneli, abanikazi bamabhizinisi bangabona ngokucacile osekwenziwe, ukuthi yimiphi imiphumela ezuziwe, lapho amakhasimende adinga ukuphushwa okwengeziwe ngendlela ye-CTA noma isithembiso sokuphromotha, nokunye okwengeziwe. Ngokulandela amasu athuthukiswe ngokuhlaziywa kwefaneli yokumaketha, abanikazi bamabhizinisi bangakwazi ukuphuma futhi balandele indlela eya ku-3x ye-ROI yabo. Isibonelo esihle sento ibhizinisi elingayenza esigabeni se-BOFU sefaneli ukunikeza ikhasimende isithembiso sokuvala esifana nesaphulelo noma isivumelwano uma lithenga manje.

Khulisa ifaneli yakho yokumaketha ukuze uthole i-3x ROI ku-Chovm.com

Kulabo abanikazi bezitolo ngubani umthombo ngedijithali emhlabeni jikelele kusetshenziswa amasayithi e-e-commerce, kunamathuluzi ahlukahlukene atholakalayo okukhulisa ukusebenza kahle kwefaneli yokumaketha. Izingosi ze-E-commerce zinokufinyelela okukhulu, kokubili ngokuya kwabahlinzeki kanye nezethameli, okusho isizinda samakhasimende esikhulu, kalula kakhudlwana ezintweni ezithrendayo zesitoko ngokushesha, futhi nezimo eziguquguqukayo. Ama-MOQ.

Ukuze ukwandise i-ROI yebhizinisi lakho kanye nemali engenayo yokuthengisa ngefaneli yokumaketha manje, qala ukufunda ibhizinisi lakho namakhasimende akho. Qala ngokuheha ikhasimende lakho, bese uhlanganisa intshisekelo yalo nenjongo, futhi ekugcineni uguqule ukuthengisa kwakho. Ngokuhambisana nalokhu, qiniseka ukuthi wenza konke okusemandleni alo lonke usizo, amathuluzi, nabahlinzeki abathembekile esizeni esikhulu kunazo zonke se-e-commerce emhlabeni, Chovm.com.