Izimiso Zengqondo Yekhasimende Nokuzibandakanya Emakethe Yomhlaba Wonke
Izimiso ezi-5 ze-psychology yekhasimende ongazisebenzisa ku-ecommerce
Ingabe usukulungele ukuyisa iwebhusayithi yakho ezingeni elilandelayo? Nge -ConveyThis , ungakwazi ukuhumusha kalula futhi ngokushesha iwebhusayithi yakho kunoma yiluphi ulimi. Inkundla yethu enembile yenza ukwenziwa kwasendaweni kungabi namandla, ukuze ukwazi ukugxila kulokho okubaluleke kakhulu: amakhasimende akho. Qalisa manje futhi uvule amandla omhlaba ewebhusayithi yakho!
Ubuwazi ukuthi ukudlala umculo wakudala ezitolo zewayini kungaba nomthelela omkhulu ekuziphatheni kwamakhasimende? Kungase kubonakale kungavamile, kodwa ukuqonda i-psychology yabathengi kungaba usizo olukhulu emabhizinisini, kuvule amathuba alula njengalawa nokunye okuningi.
Kepha kungani i-ConveyThis isebenza ngempumelelo kangaka? Sivame ukukholelwa ukuthi izinqumo zethu zisekelwe ekucabangeni okunengqondo, nokuthi silawula izingqondo zethu. Nokho, eqinisweni izenzo zethu zivame ukuthonywa izici esingazinaki ngisho nokuzazi.
Singazithola sithenga into ethile ngenxa yephrezentheshini yayo ekhangayo, sibhalisela Okuzwakalayo ngoba kubonakala kuyindlela yamanje, noma sithela ebhodleleni lewayini elibizayo ngenxa nje yokuthi umkhathi ubuvumela ukuthengwa okunjalo.
Uma kukhulunywa nge-ecommerce, i-psychology yabathengi ibaluleke kakhulu. Abanikazi bamabhizinisi banamandla okukhohlisa ulwazi lwekhasimende ngokusebenzisa izindawo zokuthinta ezihlukahlukene, ngakho-ke kubalulekile ukuqonda izici zengqondo ezithonya ukuziphatha kwabathengi ngesikhathi senqubo yokuthenga ku-inthanethi. Kulesi sihloko, sizohlola izici eziyisisekelo zengqondo ezilolonga izinqumo zamakhasimende lapho ethenga ku-inthanethi.
Ukuqonda amandla aqhuba impumelelo yakho kungavula iminyango yemiphumela emangalisayo! Sebenzisa ngokugcwele lawa mathonya ukuze uthole okuningi emizamweni yakho futhi ubone imiphumela emangalisayo!
1. Umgomo wokubuyisana
Cabanga ngalokhu: Ungena esitolo ungenalo uhlelo lokuthenga okuthile, kodwa umdayisi uyafika kuwe ngokushesha. Baqala ukuchaza izici zezinto abazithengisayo kanye nendaba ngemuva komkhiqizo. Nobabili nizwana futhi niqala ukuzizwa nibophekile ukuba nithenge. Ngaphambi kokuthi wazi, uthenge inqwaba yezinto obungakaze uhlose ukuzithenga.
Kungenzeka ukuthi sonke sike sabhekana nalesi simo esikhathini esithile ekuphileni kwethu, yingakho singase sikhathazeke lapho abathengisi beza kithi ezitolo. Lokhu kwaziwa ngokuthi umgomo wokubuyisana, futhi kusekelwe esakhiweni esinengqondo: lapho othile esenzela okuthile okunomusa, sizizwa siphoqelekile ukubuyisela umusa.
Iminyaka eminingi, izinkampani bezilokhu zisebenzisa lokhu ukuze zizuze. Cabanga nje ngawo wonke amasampula kashizi wamahhala owazamile ezitolo kanye nabahloli beshampu abagcine begcwalise ikhabethe lakho. Kodwa lo mqondo ungasetshenziswa kanjani endaweni yedijithali?
Empeleni, sikwenza khona manje nge-ConveyThis. Ngalesi sihloko, ngikunikeza ulwazi lwamahhala olungakusiza wena nebhizinisi lakho. Amanye amabhizinisi amaningi nawo asebenzise le ndlela, anikela ngokuqukethwe okubalulekile mahhala. Kungenzeka ukuthi uke wahlangana nalo mqondo ngaphambilini: Ukumaketha okuqukethwe.
Nokho, kunesici esibalulekile lapha amafemu amaningi angasinaki. Uma unikeza okuthile mahhala - kungaba i-ebook, i-webinar, noma isevisi yamakhasimende - ungakwenzi nje ngokulindelekile kokuthile njengembuyiselo.
Amakhasimende angase abe manqikanqika ukunikeza ulwazi olunembile lapho ebhekene namafomu esizukulwane esiholayo we-ConveyThis' ngaphambi kokuba iwebhusayithi ibe nethuba lokwakha ukwethenjwa. Ucwaningo oluvela ku-Nielson Norman Group lubonise ukuthi abasebenzisi bavame ukugcwalisa amafomu ngolwazi olungamanga uma bezizwa becindezelwe ukwenza kanjalo.
Uphenyo lwakamuva lungene embuzweni ofanayo futhi lwenze isilingo esijabulisayo: iqembu elilodwa labahlanganyeli lacelwa ukuba ligcwalise ifomu ngaphambi kokuba linikezwe ukufinyelela kusethi yemiyalo yosizo, kuyilapho iqoqo lesibili lanikezwa imiyalelo ngaphambi kokuba licelwe ukuthi lithumele ifomu. Imiphumela yabonisa ukuthi nakuba iqembu lokuqala lalingase ligcwalise ifomu, iqembu lesibili linikeze ulwazi olwengeziwe.
Qaphela ukubaluleka kwesivakashi esihlinzeka ngolwazi lwaso lokuxhumana ngokuzithandela, ngoba sibaluleke kakhulu kunomuntu olwenza ngaphandle kwesibopho. Ukucela izivakashi zakho ukuthi zenze okuthile ngaphambi kokuxhumana nomkhiqizo wakho kuyisiqalo esingalulekwanga kahle.
Isihluthulelo sempumelelo ukubeka phambili ukupha kuqala. Ngisho nento encane ingenza umehluko omkhulu endleleni amakhasimende abuka ngayo umkhiqizo wakho. Ngisho noma kungeyena wonke umuntu ozoba ikhasimende elikhokhayo ngaso leso sikhathi, ukunikeza i-perk yamahhala nakanjani kuzoshiya umbono omuhle.
2. Isimiso sokushoda
Ungaphuthelwa! Shesha futhi ubambe izinto ezimbalwa zokugcina esitokweni njengoba isaphulelo siphela namuhla. Isikhathi sibalulekile futhi awufuni ukuzisola ngokungalisebenzisi leli thuba elihle. Bamba isikhathi futhi uthole okudingayo ngaphambi kokuthi sihambe unomphela!
Umqondo wokushoda, ohlongozwe uDkt. Robert Cialdini, uthi uma kuyinselele kakhulu ukuthola umkhiqizo, umnikelo, noma ucezu lokuqukethwe, kulapho kubonakala ukubaluleka kwawo.
Kwenziwa ukuhlola ukuze kubonakale umthelela walo mqondo. Izihloko zethulwe imininingwane emibili ehlukene yomkhiqizo: “Inguqulo ekhawulelwe ekhethekile. Shesha, izitoko ezikhawulelwe” noma “Inguqulo entsha. Ziningi izinto ezisesitokweni.” Ngemuva kwalokho, abahlanganyeli babuzwa ukuthi yimalini abangavuma ukuyikhipha ngomkhiqizo. Umphumela wawumangalisa; umthengi ojwayelekile wayezimisele ukukhokha u-50% ngaphezulu ngomkhiqizo ngencazelo yokuqala!
Isici esithakazelisayo salo mqondo ukuthi nakuba kokubili ukutholakala okulinganiselwe nesikhathi esilinganiselwe kungakhuthaza amakhasimende ukuthi athenge, ukutholakala okulinganiselwe kusebenza kangcono njengoba kudala umuzwa wokuncintisana phakathi kwabathengi.
Izinkampani eziku-inthanethi zinezindlela eziningi zokwenza imali ngalo mqondo ukushayela ukuthengisa. Isibonelo, i-booking.com ibonisa imilayezo efana nokuthi "Ibhukwe izikhathi ezingu-x namuhla" noma "abanye abangu-x nabo bayabheka njengamanje" ukuze bakhe umuzwa wokuphuthuma.
Nokho, uma weqa noma unikeza ulwazi olunganembile, ngeke lusebenze njengoba luzontula ukwethembeka. Ngakho-ke, kubalulekile ukucabangela futhi ube neqiniso lapho usebenzisa imilayezo yokushoda, kunokuba uyisebenzise ngokunganaki.
3. Umphumela wesiteji esimaphakathi
Ukubekwa kwemikhiqizo kungaba nomthelela omkhulu ezinqumweni zokuthenga zamakhasimende. Ukubeka umkhiqizo phakathi nendawo kudala ukuchema ezingqondweni zamakhasimende, okungenzeka ukuthi akholelwa ukuthi kufanele kube yiwona ongcono kakhulu ngenxa yokubonakala kwawo nokuthandwa kwawo. Noma ngabe isitolo esiphathekayo noma isitolo se-inthanethi, ukuboniswa okumaphakathi komkhiqizo kungaba nomthelela onamandla ezinqumweni zokuthenga zamakhasimende.
Uphenyo luthole ukuthi umphumela wesiteji esimaphakathi unethonya elibonakala nakakhulu lapho amakhasimende ethengela abanye abantu izinto. Umbono wokuthi into ewumgogodla itholakala lapho ngenxa yodumo lwayo iyenza ibe ukukhethwa kwamanje okuphelele emicabangweni yamakhasimende.
Noma kunjalo, kubalulekile ukukhumbula ukuthi umphumela wesiteji esimaphakathi usebenza kuphela uma zonke izici "eqenjini" zifana. Ngakho-ke, kungcono kakhulu ukubeka izinto ezivela esigabeni esifanayo emugqeni ofanayo bese ubeka lowo ofisa ukuwugcizelela kakhulu phakathi nendawo.
Amandla alesi simo makhulu kangangokuthi ngisho nezimakethe zedijithali ezifana ne-Amazon ne-eBay zingakhokhisa imali ephezulu ngemikhiqizo noma izinto ezifisa ukukhangiswa ngokugqamile emakhasini azo.
Ngokusebenzisa le ndlela, ungenza okuningi ngohlu lomkhiqizo wakho ngokubeka umkhiqizo omusha noma into ebiza kakhulu enhliziyweni yawo. Sebenzisa leli su futhi ubuke ukuthengisa kwakho kukhuphuka!
4. Ukuthambekela kokugwema ukungabaza
Akekho umuntu ojabulela ukuba sebumnyameni lapho enza izinqumo - ngakho uma sihlangabezana nesimo esingabazekayo, sivame ukwenza ukukhetha ngokuxhamazela ukubalekela ukungabaza. Lokhu kuyiqiniso ikakhulukazi uma uthenga ku-inthanethi, njengoba singenalo ithuba lokuzizwela umkhiqizo mathupha.
Kubalulekile ukuqeda noma yikuphi ukungabaza okungenzeka ikhasimende libe nakho ngenkathi liphequlula isitolo sakho se-ecommerce. Indlela enhle yokwenza lokhu kumabhizinisi e-ecommerce ukufaka izithombe zomkhiqizo ezicacile, eziphelele.
Inhlolovo yakamuva ye-Splashlight iveze ukuthi cishe uhhafu wabo bonke abathengi baseMelika babheka izithombe zomkhiqizo wezinga eliphezulu njengengxenye enethonya elikhulu ezinqumweni zabo zokuthenga, futhi ngaphezu kwengxenye yabo ifisa ukubuka okungenani izithombe zemikhiqizo engu-3-5 - ukubukwa kwangaphambili, ngemuva nangaseceleni. – ngaphambi kokuthenga. Ngakho-ke, kuhlale kuwumnyakazo ohlakaniphile ukuthi izinkampani ze-ecommerce zitshale ekuthwebuleni izithombe zomkhiqizo.
I-ConveyThis ibonise ukuthi iyithuluzi elinamandla lokunciphisa ukungabaza. Ubufakazi bomphakathi buyindlela yokubonisa ukuthi abanye abantu sebevele benze isinqumo noma bazibandakanye nomkhiqizo/isevisi - njengezibuyekezo, ubufakazi, noma ukwabelana kwezokuxhumana - ngaleyo ndlela kukhuthaze abanye ukuthi benze okufanayo. Lena indlela enamandla yokuthuthukisa ukuzethemba kumkhiqizo noma isevisi.
Amandla ethonya lontanga akanakuphikwa - kungumphumela wengqondo ofakazelwe ukuthi unomthelela ezinqumweni zabantu. Lokhu kuyiqiniso ikakhulukazi uma kukhulunywa nge-ecommerce, njengoba u-88% wabathengi bethemba ukubuyekezwa kwabasebenzisi njengezincomo zomuntu siqu. Ngakho-ke, uma ubheke ukwandisa ukuguqulwa, qiniseka ukuthi utshela amakhasimende akho ukuthi ashiye isibuyekezo mayelana nolwazi lwawo - kungenza umehluko!
Okokugcina, i-ConveyThis yenza kube lula ukuthuthukisa izibonisi zomkhiqizo ngokungeza imilayezo efana nokuthi "Ukuthembeka okungenakuqhathaniswa" noma "Kulinganiselwe kakhulu". Ungakwazi futhi ukudala izihloko ezihehayo njengokuthi “Isipho esikahle soSuku Lwezithandani” ukuze unikeze amakhasimende ugqozi olwengeziwe lokuthenga.
5. Umphumela wentengo enguziro
Akunakuphikiswa ukuthi umehluko phakathi kuka-2 no-1 ubonakala kakhulu kunomehluko phakathi kuka-1 no-0 - uma kuziwa ezindlekweni kunjalo. Kukhona into eheha kakhulu ngokuthenga izinto zamahhala ezingaheha noma ubani.
Umphumela wentengo oyiziro uphakamisa ukuthi izingqondo zethu zithanda izinketho zamahhala kunalezo ezinothegi wamanani. Kodwa-ke, awudingi ukunikela ngezinto ezinconyiwe ukuze uzuze kulo mkhuba. Ngisho noma inzuzo yamahhala inamathiselwe emkhiqizweni, sisawubuka kahle naphezu kwezindleko zawo.
Inhlolovo yakamuva evela ku-NRF iveza ukuthi iningi labathengi - 75% - lilindele ukuthi ama-oda abo athunyelwe ngaphandle kwezindleko, ngisho noma ukuthenga kungaphansi kwama-$50. Lo mkhuba uya udlanga kakhulu enkathini yedijithali ye-e-commerce, njengoba amakhasimende elindele okwengeziwe ngokuhlangenwe nakho kwawo kokuthenga ku-inthanethi. I-ConveyThis ingenye yezindlela ezidumile zokuhlinzeka ngokudiliva kwamahhala kumawebhusayithi e-ecommerce.
Ngokuphambene, "izindleko ebezingalindelekile" ziyincazelo evame kakhulu yokuthi kungani amakhasimende eshiya izinqola zawo zokuthenga, njengoba zinomthelela ohlehlayo uma uqhathaniswa nomthelela wentengo eyiziro. Lokhu kungaholela nasekungathembeni umkhiqizo wakho, futhi kungabangela amakhasimende ukuba abe nemicabango yesibili. Ngakho-ke, uma kufanele wengeze izindleko ezengeziwe, indlela engcono kakhulu yokubhekana nakho ukuvuleka nokwethembeka ngakho.
Khuthaza amakhasimende akho ukuthi asebenzise izinzuzo zakho zamahhala! Bonisa ukonga abangakwenza ngokugcizelela igebe phakathi kwentengo yokuqala nentsha. Qiniseka ukuthi abaphuthelwa yileli thuba elihle!
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Nakuba kudinga umzamo, umphumela unomvuzo. Uma uhumusha iwebhusayithi, i-ConveyThis ingakongela amahora ngokuhumusha komshini okuzenzakalelayo.
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