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Kepha ukuqongelela idatha ngaphandle kwemvumelwano noma isizathu akusizakali nakho. Namuhla singakwazi ukukala cishe yonke into, kepha lokho akusho ukuthi konke kuyasithakazelisa. Kufanele sigweme ukuwela "ekukhubazekeni ngokuhlaziya" futhi sigxile ekutholeni imininingwane ebaluleke kakhulu futhi siyisebenzise isu lethu.
Ngakho-ke, kulesi sihloko sizobona kungani ama-data analytics ebalulekile ekukhangiseni okungenayo , imaphi amamethrikhi okufanele ngabe siwahlaziya nokuthi singawenza kanjani ngempumelelo. Siyaqala!
Kungani sidinga ama-analytics wedatha kumakethi ethu angaphakathi?
- Ukusizakala kangcono kutshalomali . Uma silinganisa imiphumela yemikhankaso yethu ngokunembile, singazi ukuthi imali isetshenziswa kuphi nokuthi siyayithola yini imali oyitshalile noma cha. Futhi singathola ukuthi yiziphi izenzo ezisebenza kahle kakhulu futhi ezingabalulekanga. Ngakho-ke, sizolungisa kancane kancane isabelomali sethu futhi sibe nenzuzo ethe xaxa.
- Ukwazi ngempela amakhasimende ethu angaba khona . Ezweni lokumaketha okungenayo kaningi sakha imikhankaso esuselwa enhlanganisweni yabantu abathengi, imikhuba emihle, ukucabanga… kepha kuze kube sibaqala, asikwazi ngempela ukuthi yini okusebenzayo nokungasebenzi. Kepha asikwazi ukubona ukusabela kwabasebenzisi bethu, futhi imvamisa impendulo yabo ikhawulelwe kumazwana ambalwa. Ngakho-ke, indlela yokuxhumana ngempela nabo, ukwazi ukuthi bathanda ini nokuthi yini abangayithandi, ukuhlaziya idatha mayelana nokuziphatha kwabo.
- Ukuze siqhubeke nokwenza ngcono imikhankaso yethu . Ukuthuthuka okuqhubekayo nokufunda (nomthamo wamaphutha ahambisanayo!) Ngenye yezindlela zokuthuthukisa ukumaketha okungenayo. Ngokusebenzisa izivivinyo ezilawulwayo nokuhlaziywa kwemethrikhi, siyabona ukuthi imaphi amaqhinga asebenza kahle kakhulu kulitshe ngalinye futhi sivumelanisa nemikhankaso yethu ukuze siyifake.
- Ukuthola amaphutha . Yize silandela izindlela ezinhle kakhulu lapho senza iwebhusayithi yethu nezinye izinto zokumaketha eziku-inthanethi, kuhlale kunezinto ezisiphunyukayo: ifomu elungiselelwe kancane, ividiyo ethatha isikhathi ukuyilayisha, inkinobho engasebenzi kahle kuselula… Lapho siqala analytics yedatha, kwenzeka kaningi ukuthi sibone ngokucacile ukuthi ikhasi alisebenzi ngendlela efanele ngayo. Ukusuka lapho, singahlaziya okwenzekayo futhi silungise iphutha elithinta imiphumela kabi.
- Ukuxhumana namakhasimende, abaphathi kanye nozakwethu . Ukuba nemibiko ejwayelekile yokuhlaziywa kwedatha kuyithuluzi elibaluleke kakhulu lokubika okwenzekayo emikhankasweni yethu. Ngakho-ke, kuzoba lula kakhulu ngathi ukuchazela iklayenti ukuthi isabelomali senzani ngempela, ukunquma nomphathi izinyathelo ezilandelayo okufanele zilandelwe noma ukuphawula kozakwabo beminye iminyango ukuthi yini esiyidingayo kubo.
Amamethrikhi angaphakathi wokuthengisa okudingeka uwalinganise
Njengoba wazi, imikhankaso yezentengiso engenayo ivame ukuhlukaniswa ngezigaba ezintathu: I-TOFU noma ingaphezulu lefaneli, i-MOFU noma maphakathi nefaneli kanye ne-BOFU noma ngaphansi kwe-funnel. Ngamunye wabo unochungechunge lwamamethrikhi ahambisanayo azosisiza ukuthi sazi ukuthi kwenzekani. Ake sibone ukuthi yiziphi ezibaluleke kakhulu esigabeni ngasinye.
Isigaba se-TOFU
Esigabeni, umsebenzisi usezigabeni zokuqala zenqubo: usanda kubona ukuthi unesidingo futhi uhlela ukubheka izixazululo.
- : noma yiliphi isu lokukhangisa elingenayo lisuselwa ekutholeni abasebenzisi ukuthi bavakashele iwebhusayithi yethu. Kepha inani eliluhlaza lokuvakashelwa liyingxenye yendaba kuphela. Ukuqonda kahle ukuthontelana kwewebhu, kufanele sihlaziye inani lezikhathi, abasebenzisi abahlukile, ukubukwa kwamakhasi, ubude bezikhathi, ukuqhuma… Konke lokhu kuzosisiza ukuba siqonde ukuthi izivakashi ziziphatha kanjani kwiwebhusayithi yethu futhi uma kufanele thatha izinyathelo ezithile zokuthuthukisa ikhwalithi yokuvakashelwa.ezinkundleni zokuxhumana : yize kungelula ukuxhumanisa amamethrikhi wokuzibandakanya kumanethiwekhi okuxhumana nomphakathi nemiphumela yebhizinisi, lokho akusho ukuthi kufanele sikhohlwe yibo. Imithombo yezokuxhumana iyisiteshi esihle sokusabalalisa okuqukethwe kwethu nokuheha abasebenzisi abasha, futhi isimo sabo sempilo sikalwa ngokuvela, ngokuchofoza nangokusabela komsebenzisi.
- Izixhumanisi ezingenayo : lena enye imethrikhi "yesibili" kepha kubalulekile ukuhlola imiphumela ye-SEO yethu ku-Inbound Marketing. Izixhumanisi ezingenayo azihehi izivakashi ezizichofoza kuzo kuphela, kodwa zifana nevoti lokuzethemba elivela kwamanye amawebhusayithi okusisiza ukuthi sithuthukise ukuma kwethu okuphilayo kuGoogle.
- Ukuguqulwa kwethrafikhi ukuholela : lapho umsebenzisi asishiyela idatha yabo, iba ngumholi futhi idlulele ezigabeni ezilandelayo zephaneli yokuguqula. Eqinisweni, singasho ukuthi inhloso enkulu yamawebhusayithi ngaphakathi kwesu lokukhangisa elingenayo ukukhiqiza ukuhola. Kepha akuyona yonke imikhondo efanayo: kufanele sihlukanise phakathi kwemikhombandlela esingayilahla, leyo efanelekile ukumaketha kanye naleyo efanelekile ukuthengiswa.
Isigaba MOFU
Lapha umsebenzisi ubheka izindlela ezahlukahlukene zokuxazulula isidingo sabo, phakathi kwalokho okuluhlobo lwethu.
- Ikhwalithi nokuguqulwa kwesilinganiso sokuhola : lapha sizofunda ngokuningiliziwe ukuthi yini isilinganiso sohlobo ngalunye lomholi futhi, ngaphezu kwakho konke, ukuthi baqhubeka kanjani besuka kwesinye isimo beya kwesinye. Okusho ukuthi, bangaki abasebenzisi abasishiyela idatha yabo abaqhubeka babe oxhumana nabo abafanelekayo bokumaketha nokuthi bangaki balaba ababa oxhumana nabo abafanelekayo ngasikhathi sinye ukuze iqembu lokuthengisa liqale ukusebenza nabo. Ngakho-ke, sizothuthuka igxathu negxathu kufaneli yokuguqula kuze kube yilapho abasebenzisi sebelungele ukuthenga.
- Amamethrikhi wokuthengisa we-imeyili . Ngaphakathi kokumakethwa kwe-imeyili kunezinhlobo eziningi zemikhankaso, ngamunye unamamethrikhi awo futhi unezindima ezahlukahlukene ngaphakathi kofanele wokuguqula. Kepha ngithathe isinqumo sokubeka ukumaketha nge-imeyili ngaphakathi kwesigaba se-MOFU ngenxa yokubaluleka okukhulu enakho kumasu wokuhola wokuhola. Ngokuthumela okushicilelwe njalo kuzizinda zokuxhumana, singaguqula ukuhola kube yimikhombandlela efanelekile yokumaketha nokuthengisa futhi ibaqondise endleleni eya ekuguqukeni. Uma le nqubo ingasebenzi njengoba kufanele, mhlawumbe yisikhathi sokubheka isu lethu lokuhlukaniswa.
Isigaba se-BOFU
Ekugcineni, sinesigaba, lapho umsebenzisi ekulungele ukuthenga khona
- Izindleko zokutholwa : Uma sesithole umsebenzisi ukuthi abe yikhasimende, singazi ukuthi izindleko zibe yini. Ukwenza lokhu, sizohlukanisa utshalomali kulo mkhankaso phakathi kwenani lamakhasimende atholakele. Izindleko zokutholwa ngakunye kungenye yamamethrikhi abaluleke kakhulu enzuzo yokumaketha kwethu, ngakho-ke kuyalulekwa ukuthi uhlale uqaphele njalo futhi ufune izindlela zokwenza kube phansi ngangokunokwenzeka.
- Ukunyuka kokuthengisa : lapha sikala ukuthi ngabe sifeze inhloso yenkanyezi yayo yonke imikhiqizo, okungukuthi, "thengisa okuningi". Ngecebo elihle lokuhlaziya idatha, singabona lonke uhambo lweklayenti kusuka kokuthintana kokuqala kuya ekuthengisweni futhi sazi ukuthi imikhankaso yethu yokumaketha yedijithali inikela ngempela yini ekwandiseni ukuthengisa.: Ixhunyaniswe kakhulu nambili edlule, lena yimethrikhi isitshela ukuthi sikwazile yini ukubuyisa isabelomali esitshaliwe. Lapha singathola imininingwane eminingi ewusizo ehlaziya i-ROI yesiteshi ngasinye noma isikhangiso ngasinye ngokuhlukile, ukubona ukuthi yiziphi ezisebenze kangcono futhi sabela kabusha isabelomali sethu ngokuya ngemiphumela.
- Inani lempilo yekhasimende : lena yimethrikhi esazisa ukuthi ukuthola amakhasimende amasha “kuyabiza” noma “kushibhile”, ngoba kusitshela ukuthi sizohola malini ngokwesilinganiso seklayenti ngalinye. Ukuyibala, sidinga ukwazi inani elimaphakathi lokuthenga nenombolo yezikhathi umsebenzisi azithenga ngenkathi eyikhasimende lomkhiqizo.
Ungayisebenzisa kanjani i-analytics yedatha ekusakazweni kwakho kwangaphakathi kwesinyathelo ngesinyathelo
Esigabeni esedlule sibonile amamethrikhi amaningi angaba wusizo ukukala imiphumela yokuthengisa kwethu okungenayo, kepha asinalo uhlaka lokulusebenzisa ukuze sithuthukise imiphumela yethu. Ngakho-ke, ake sibone indlela elula yesinyathelo nesinyathelo yokuthuthukisa imikhankaso yethu ngezibalo zedatha.
1) Chaza inkinga
Okokuqala, udinga ukwazi lokho ofuna ukukufeza noma iyiphi inkinga okudingeka uyixazulule . Yilapho-ke lapho uzokwazi ukwazi ukuthi iyiphi idatha oyidinga ngempela nokuthi kufanele uyihlaziye ngasiphi isimo. Uma ulinganisa idatha engalungile noma uyihumusha ngokungalungile, uzobe ufika eziphethweni ezingalungile futhi uphambuke endleleni okufanele uyilandele.
Ngakho-ke, zibuze ukuthi yini ofuna ukuyifinyelela. Kungaba inkinga ejwayelekile, kepha udinga ukwazi ukuyixhumanisa ne-KPI ethile, efana nemikhondo, ukuthengisa noma isilinganiso sokuguqulwa.
Isibonelo: "Ngicabanga ukuthi iwebhusayithi yami ayinikezi imiphumela ekufanele futhi ngithanda ukuthola ukuhola okuningi ngayo".
I-2) Setha izinhloso ezisuselwa kudatha
Manje njengoba usucacile ngenkinga nokuthi yini ofuna ukuyifinyelela, udinga a inhloso ekhonkolo neyokulinganisa ukunquma ukuthi uyayithola noma cha. Izinhloso nokuqhathanisa (ngokwesibonelo, isilinganiso esiguqukayo sokuguqula esiholela emkhakheni wakho noma kumikhankaso yangaphambilini) sinikeza ingqikithi yedatha futhi sisisize siyitolike.
Singakwazi ukubeka izinhloso ngaphakathi kwephutha, isibonelo, ukumaka umgomo wokuqala ongabizi, owodwa wokufuna ukuvelela futhi okwesithathu okungaba yisimo esihle. Sisebenzisa lezi zibalo njengesithenjwa, sizokwazi ukuthi yini futhi kangakanani okudingeka siyithuthukise.
Ukulandela isibonelo esingenhla, singahlaziya idatha ye-. Ngakho-ke, siyabona ukuthi enye yazo iheha ithrafikhi eningi kepha isilinganiso sokuguqulwa siyi-1% kuphela. Uma kuqhathaniswa nenye indawo yonke, siyabona ukuthi ikhasi elihle kakhulu lokufika kuwebhusayithi yethu lifinyelela ukuguqulwa okungu-5%, ngakho-ke sinqume ukugxila ekuthuthukiseni isilinganiso saleli khasi elithile lokufika esikhundleni se-web traffic ngokujwayelekile. Ngokuya ngalezi zibalo, singasungula umgomo omncane wokuphindaphinda isilinganiso sokuguqulwa sibe ngu-2% kanye nenhloso efanele yokufinyelela ku-6%.
3) Qoqa idatha
Kulesi sigaba, Ukunemba kuyisisekelo. Ukufinyelela esiphethweni esifanele nokubeka izinyathelo ezifanele, amathuluzi wethu wokuhlaziya idatha kufanele athembeke futhi asinike imininingwane ngendlela elula yokuhumusha.
Ukuze lokhu kwenzeke, kufanele sisebenzisane nemishini yekhompyutha, ukuqinisekisa ukuthi siwafake wonke ama-plugins, amaphikseli, amakhodi okulandelela namanye amathuluzi. Sidinga futhi ukuba nesikhulumi sezibalo (njengeGoogle Analytics) esivumela ukuthi sihlaziye idatha esiyitholayo.
4) Yenza izinqumo ezinolwazi
Ngokusekelwe olwazini esiluqoqile, isikhathi sesifikile sokuqala ukwenza izinguquko . Indlela esebenza kahle kakhulu yokwenza imicabango kanye nokwenza izivivinyo usebenzisa Ukuhlolwa kwe-A / B noma okulungiselelwe .
Isibonelo, singacabanga ukuthi ikhasi lokufika lesibonelo sethu belingaguqula kangcono uma belinefomu elifushane nevidiyo echazayo yomkhiqizo. Ukubona ukuthi lokhu kuliqiniso yini, ake sihlole ushintsho ngalunye sisebenzisa izivivinyo ze-A / B.
Esivivinyweni sokuqala, sethula uhlobo lokufika ngefomu elifinyeziwe futhi kolunye sigcina okwangempela, siqondisa ingxenye yethrafikhi kulowo nalowo kubo. Siyabona ukuthi inguqulo enefomu emfushane iyakwazi ukukhulisa isilinganiso sokuguqulwa kuze kufike ku-2.5%, ngakho-ke sisele nayo.
Okulandelayo, sihlole uhlobo lokufika okusha ngevidiyo nokunye ngaphandle kwevidiyo. Nakulokhu futhi, siyabona ukuthi siphumelele, kusukela ukufika ngefomu elifushane kakhulu futhi ngevi