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Amamethrikhi Abalulekile Okufanele Ugxile Kuwo Ngemikhankaso Yokumaketha Kwedijithali

Ngenkathi ngiqala ukubuyekeza le infographic, nganginokungabaza ukuthi kunamamethrikhi amaningi kakhulu alahlekile… kepha umbhali wayecacile ukuthi agxile imikhankaso yokuthengisa yedijithali futhi hhayi isu jikelele.

Akhona amanye amamethrikhi esiwabonayo esewonke, njengenombolo yamagama angukhiye wezinga nezinga elimaphakathi, ukwabelana komphakathi, nokwabelana kwezwi… kodwa umkhankaso ngokuvamile unesiqalo esinesiphelo, ngakho akuwona wonke amamethrikhi asebenzayo kumkhankaso ochaziwe.

Lokhu infographic evela ku-Digital Marketing Philippines ibala amamethrikhi okhiye ukugxila lapho ubukeza a umkhankaso wokumaketha wedijithali, Kuhlanganise:

I-Traffic Generation Metrics

Lawa mamethrikhi abaluleke kakhulu kukho kokubili ukwenziwa kahle kwezinjini zokusesha (SEO) bese ukhokha ngokuchofoza ngakunye (PPC) amasu okuthengisa edijithali:

  • Inombolo Yezivakashi Ezihlukile – leli inani labantu abavakashela iwebhusayithi okungenani kanye phakathi nesikhathi esishiwo. Kunqunywa kusetshenziswa inhlanganisela yekheli le-IP lomsebenzisi, amakhukhi esiphequluli, nezinye izici. Uma umuntu evakashela iwebhusayithi izikhathi eziningi phakathi nesikhathi esishiwo, uzobalwa kuphela njengesivakashi esisodwa esihlukile. Imethrikhi yesivakashi ehlukile ingakala usayizi wezithameli zewebhusayithi kanye nemvamisa abantu abavakashela ngayo isayithi.
  • Imithombo Yethrafikhi – okuhlanganisa imithombo yokudlulisela, ukuvakasha okuqondile, izivakashi ezivela oseshweni, izivakashi ezisuka ezinkundleni zokuxhumana, izivakashi ezivela kuma-imeyili, izivakashi ezivela oseshweni olukhokhelwayo, nokunye ithrafikhi engakwazi ukuthi ibalulwe kumthombo wethrafikhi. Lokhu kunikeza ukuqonda kokuthi amasu e-omnichannel ayitshalomali eziteshini ezithile ezithinta ithrafikhi yesayithi lakho nokuguqulwa.
  • Ithrafikhi Yeselula – Uma umsebenzisi evakashela iwebhusayithi, izibalo zizoqoqa ulwazi mayelana nedivayisi abayisebenzisayo, okuhlanganisa uhlobo lwedivayisi yayo, isistimu yokusebenza, nosayizi wesikrini. Lolu lwazi bese lusetshenziselwa ukuhlukanisa ithrafikhi njenge mobile or ideskithophu. Ukuqonda ukuthi ithrafikhi yeselula ilithinta kanjani ibhizinisi lakho kubalulekile ukuze ukwazi ukufeza kangcono isikrini esincane.
  • Isilinganiso Sokuchofoza (CTR) - isilinganiso sokuthi isikhangiso noma ucezu lokuqukethwe ku-inthanethi luzikhanga ngempumelelo kangakanani izethameli. Ibalwa ngokuhlukanisa inombolo yokuchofoza okuqukethwe okutholayo ngenani lemibono oyitholayo, ngokuvamile evezwa njengephesenti. I-CTR ephezulu ibonisa ukuthi okuqukethwe kuhambisana nezethameli zakho futhi kuqhuba ngempumelelo ithrafikhi yewebhusayithi. I-CTR ephansi, ngakolunye uhlangothi, ingase ibonise ukuthi okuqukethwe akuphoqi noma akubalulekile kubabukeli bakho.
  • Izindleko Ngokuchofoza ngakunye (I-CPC) - imodeli yentengo esetshenziswa ekukhangiseni ku-inthanethi lapho umkhangisi akhokha khona imali isikhathi ngasinye lapho esinye sezikhangiso zakhe sichofozwa, esivame ukusetshenziswa nokumaketha kwe-PPC. Ukulinganisa i-CPC kusiza abathengisi baqonde ukuthi bakhokha malini ukuze bathole ikhasimende elisha noma bahole ngemizamo yabo yokukhangisa. Ngokuthuthukisa imikhankaso yabo yezikhangiso ukuze bathole i-CPC ephansi, abakhangisi bangakwazi ukwehlisa izindleko zabo zokumaketha futhi bakhulise imbuyiselo yabo ekutshalweni.

Amamethrikhi okuguqulwa

Ukuguqula ithrafikhi yewebhusayithi ibe umkhondo webhizinisi noma ukuthengisa okuqondile kuyinjongo eyinhloko yomkhankaso wakho wokumaketha wedijithali.

  • Izinga Lokuguqulwa (I-CVR) – iphesenti labavakashi kuwebhusayithi abagcwalisa isenzo esifiswayo, njengokuthenga noma ukugcwalisa ifomu. Ibalwa ngokuhlukanisa inani lokuguqulwa ngenani eliphelele lezivakashi, futhi ngokuvamile ivezwa njengephesenti. Ngokulungiselela iwebhusayithi yabo ukuthuthukisa izinga lokuguqulwa, abanikazi bamawebhusayithi bangakwazi ukukhulisa imali yabo engenayo futhi bathuthukise imbuyiselo yabo ekutshalweni.
  • I-Cost-Per-Lead (CPL) – ibalwa ngokuhlukanisa izindleko eziphelele zomkhankaso wesikhangiso ngenani lamakhasimende amasha noma amakhasimende eliwakhiqizayo. I-CPL inikeza abakhangisi ukuqonda ukuthi umkhankaso noma isiteshi ngasinye sihamba phambili kanjani. Isibonelo, uma umkhankaso wesikhangiso ubiza u-$100 futhi ukhiqiza amakhasimende amasha angu-10 noma amakhasimende, i-CPL ingaba ngu-$10.00.
  • Isilinganiso se-Bounce – iphesenti labavakashi kuwebhusayithi abashiya isayithi ngemva kokubuka ikhasi elilodwa kuphela. Ibalwa ngokuhlukanisa inombolo yokuvakasha kwekhasi elilodwa (okubuye kwaziwe ngokuthi ama-bounces) ngenani eliphelele lokuvakasha kusayithi. Izinga eliphezulu lokugxuma lingase libonise ukuthi izivakashi azikutholi okuqukethwe kuwebhusayithi okuhlobene noma okubandakanyayo noma ukuthi iwebhusayithi ayihlangabezani nezidingo zabo. Kungaba inkomba yokukhomba izethameli ezingalungile. Izinga eliphansi lokugxuma lingase libonise ukuthi uqondise izethameli ezifanele futhi izivakashi zithola okuqukethwe kwesayithi kubalulekile futhi zihlola amakhasi amaningi.
  • Isilinganiso sokubukwa kwekhasi ngokuvakashelwa ngakunye - Ukubukwa kwekhasi okumaphakathi ngokuvakasha ngakunye kuyimethrikhi ekala inombolo emaphakathi yamakhasi isivakashi esiwabuka ngesikhathi sokuvakasha okukodwa kuwebhusayithi. Ukubuka kwekhasi ngokuvakasha ngakunye kungase kwehle uma unokuzulazula okungalungile noma unganikezi isivakashi okunye okuqukethwe okufanele ebesikufuna.
  • Isilinganiso Sezindleko Ngokubuka Kwekhasi Ngalinye (I-CPV) - ikala izindleko ezimaphakathi zokubonisa ividiyo noma isikhangiso kusivakashi. Ngokulungiselela imikhankaso yabo yezikhangiso ukuze bathole i-CPV emaphakathi ephansi, abakhangisi bangakwazi ukwehlisa izindleko zabo zokumaketha futhi bathuthukise imbuyiselo yabo ekutshalweni kwezimali.
  • Isikhathi Esimaphakathi Esizeni – imethrikhi ekala isikhathi esimaphakathi isivakashi esisichitha kuwebhusayithi phakathi neseshini eyodwa. Ibalwa ngokuhlukanisa isikhathi esiphelele izivakashi ezisichitha kusayithi ngenani eliphelele lokuvakasha kusayithi. Ngokuhlaziya le methrikhi, abanikazi bewebhusayithi bangakwazi ukuhlonza izindawo zesayithi okungenzeka zingasebenzi kahle futhi basebenze ukuzithuthukisa ukuze bakhulise ukusebenzelana kwezivakashi.
  • Izinga Lezivakashi Ezibuyayo – imethrikhi ekala iphesenti labavakashi kuwebhusayithi abake bavakashela isayithi ngaphambilini. Ibalwa ngokuhlukanisa inani lezivakashi ezibuyayo ngenani eliphelele lokuvakasha kusayithi. Inganikeza ukuqonda ngokwethembeka kwezithameli zesayithi noma ikhono lakho lokukhangisa nokwenza amakhasimende abuye.

Amamethrikhi emali engenayo

Lokhu kuzokutshela ukuthi umkhankaso othile unenzuzo noma cha ukuze ukwazi ukulungisa ukuthi ungathuthukisa kanjani okuqukethwe kwakho ukuze uhlanganyele kangcono, amanani okuguqulwa aphezulu, kanye nemali engenayo ebaluleke kakhulu.

  • Buyela Kutshalomali (RIO) – isilinganiso senzuzo yokutshala izimali noma umkhankaso wokumaketha. Ibalwa ngokuhlukanisa inani lembuyiselo ku-investimenti ngezindleko ze-investimenti, futhi ngokuvamile ivezwa njengephesenti.

Bala Umkhankaso Wakho Wokuthengisa I-ROI Ngesibali Sethu

  • Izindleko Zokutholwa Kwekhasimende (CAC) - isamba sezindleko ibhizinisi elizitholayo ekutholeni ikhasimende elisha. Ibalwa ngokuhlukanisa inani eliphelele elichithwe emizamweni yokumaketha neyokuthengisa ngenani lamakhasimende amasha atholiwe.
14 Amamethrikhi Abaluleke Kakhulu Ongagxila Kuwo Emkhankasweni Wakho Wokumaketha Ngedijithali

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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