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Yiziphi Izinkomba Zokusebenza Ezibalulekile Ezivame Kakhulu (ama-KPI) Ekumaketheni Kwedijithali?

Njengoba amatilosi ayezulazula embulungeni emakhulwini eminyaka adlule, ayevame ukukhipha i-sextant yawo ukuze abone indawo, lapho umkhumbi uqonde khona, nesivinini somkhumbi wawo ngokuqondene nelanga, izinkanyezi, noma inyanga. Babevame ukuthatha lezi zilinganiso ukuze baqinisekise ukuthi umkhumbi wabo uhlezi ulibangise lapho uya khona.

Njengabakhangisi, sisebenzisa Izinkomba Zomsebenzi Oyinhloko (I-KPIs) ngendlela efanayo. Amakhasimende ethu noma izinkampani zethu zinemigomo maqondana nokutholwa, inani lekhasimende, nokugcinwa… futhi sidinga ukulandelela njalo inqubekelaphambili yethu yokumaketha nokuthengisa ekufinyeleleni leyo migomo.

Ama-KPI wokuthengisa:

Usebenzisa imibiko yakho yokuthengisa, i-CRM, izibalo, nesabelomali sokumaketha, kufanele ukwazi ukukala lawa ma-KPI ngokomkhankaso, nyanga zonke, unikeze kokubili inyanga nedethi, inyanga nenyanga, kanye nezitayela zenyanga nonyaka. :

  • Imali Engenayo Yokuthengisa Engenayo - Isamba esithengisiwe sonyaka esilandelelwa emizamweni yokumaketha eholela ekungeneni eziteshini zakho zedijithali.
  • Izindleko Ngokuhola (CPL) - Isamba semali esetshenziswe ekukhiqizeni umthofu ihlukaniswa ngenani lemikhondo ukusetshenziswa okusizile ukuyikhiqiza.
  • Izindleko Ngokutholwa ngakunye (CPA) - Isamba semali esetshenziswe ekukhiqizeni umthofu ihlukaniswe ngenani lamakhasimende amasha atholiwe.
  • I-Traffic-to-Lead Ratio - Isamba sethrafikhi yewebhusayithi uma kuqhathaniswa nenani lemikhondo ekhiqizwe kuleyo thrafikhi, etholakala kuzibalo.
  • I-Funnel Metrics - abaqondisi abafanelekile bokumaketha (Ama-MQL), abaqondisi abafanelekile (Ama-SQL), amathuba esewonke, namadili avaliwe.
  • Market Yabelana - Imali yakho engenayo elinganiselwe uma iqhathaniswa nezimbangi zakho kanye/noma imboni.

I-Organic Search KPIs

Imiphumela yosesho ye-organic iyaqhubeka nokuhola umkhondo onamandla kakhulu ngenxa yenhloso yomsebenzisi wosesho ekucwaningeni isisombululo. I-Google Search Console kanye nenkundla yokuqapha izinga langaphandle njenge Semrush ingakunikeza lawa ma-KPI ukuze uthole ithrafikhi yosesho lwendalo.

  • Imiphumela yokucinga – inani lezikhathi elinye lamakhasi akho elivela ngazo emiphumeleni yosesho.
  • Ukuchofoza Injini Yokusesha - inani lezikhathi umsebenzisi wenjini yokusesha achofoze kwelinye lamakhasi akho ku I-SERP.
  • Isilinganiso Sokuchofoza (CTR) - isamba esivelayo esihlukaniswe isamba sokuchofoza.
  • Isikhundla esimaphakathi - isilinganiso samakhasi akho kumaSERPs.
  • Amathrendi we- - nakuba ukukhula kwakho kubalulekile, uma ungakuqhathanisi nezitayela zangempela zokusesha, ngeke ube nesithombe esinembile sokuthi wenza kahle noma cha uma ubheka umthamo wabasebenzisi benjini yokusesha abafuna umkhiqizo wakho, umkhiqizo, noma isevisi.

Khumbula ukuthi ukusesha kwemvelo nakho kungafaka ukubonakala kokusesha kwendawo nge iphakethe lemephu kanye nekhasi lakho lebhizinisi le-Google nolwazi. Izinkampani ze-E-commerce zingafaka idatha ye-Google Shopping. Futhi izinkampani eziphethe isiteshi se-YouTube zingabandakanya usesho lwe-YouTube.

Ukukhangisa ama-KPI

Ukukhangisa kwedijithali kunebanga elibanzi lamamethrikhi angalandelelwa ukuze kuhlolwe ukusebenza kwemikhankaso. Ama-KPI abaluleke kakhulu ahlobene nokukhangisa kwedijithali angahluka kuye ngezinjongo zomkhankaso, kodwa amanye amamethrikhi alandelelwa ngokuvamile ahlanganisa:

  • Izindleko ngokuchofoza ngakunye (I-CPC) - Izindleko zesikhangiso zihlukaniswa ngenani lokuchofoza esikutholayo. Kuyisilinganiso sezindleko zomkhankaso wesikhangiso.
  • Isilinganiso sokuguqulwa - Inombolo yokuguqulwa (isib. ukuthenga, ukubhalisa) ihlukaniswe ngenani lokuchofoza esikhangisweni. Kuyisilinganiso sokuthi isikhangiso siqhuba kahle kangakanani izenzo ezifiselekayo.
  • Buyisela ku-Ad Spend (I-ROAS) - Imali engenayo ekhiqizwa umkhankaso wesikhangiso ehlukaniswe ngezindleko zomkhankaso. Kuyisilinganiso sokusebenza kwezimali komkhankaso wesikhangiso.
  • Okuvelile - Inombolo yezikhathi lapho isikhangiso siboniswa kubasebenzisi. Kuyisilinganiso sokufinyelela komkhankaso wesikhangiso.
  • Isilinganiso se-Bounce - Iphesenti labasebenzisi abashiya iwebhusayithi ngemuva kokubuka ikhasi elilodwa kuphela. Kuyisilinganiso sokuthi iwebhusayithi ibabandakanya kanjani abasebenzisi.
  • Isikhathi Esizeni - Isilinganiso senani lesikhathi abasebenzisi abasichitha kuwebhusayithi. Kuyisilinganiso sokuthi iwebhusayithi ibabandakanya kanjani abasebenzisi.
  • Isilinganiso sokuzibandakanya - Inombolo yokuthandwa, ukwabelana, ukuphawula, njll, ihlukaniswe ngenani lokuvelayo. Isilinganiso sokuthi isikhangiso sithinta kahle kangakanani izethameli eziqondiwe ezinkundleni zokuxhumana.
  • Ukuqwashiswa kweBrithani - Izinkampani zingakwazi ukulandelela ukuqwashisa ngomkhiqizo ngokukala inani labantu ababone noma bezwa ngomkhiqizo wabo.
  • Buka-Ngesilinganiso (I-VTR) – Amaphesenti abantu ababone isikhangiso futhi kamuva bavakashela iwebhusayithi yomkhangisi. Lokhu kulinganisa ukusebenza komkhankaso wesikhangiso ekushayeleni abasebenzisi kuwebhusayithi.

Kubalulekile ukuqaphela ukuthi ama-KPI athile alandelwayo azoncika ezinhlosweni nasezimpokophelweni zomkhankaso wesikhangiso kanye nemboni inkampani esebenza kuyo.

Ama-KPI Wokuqwashisa Ngomkhiqizo

Lawa ma-KPI angaqoqwa ekulaleleni komphakathi kanye namathuluzi okulandelela umkhiqizo ukuze akusize uqonde ukuthi libonakala kangakanani igama lomkhiqizo wakho.

  • Subscribers - bangaki ababhalisile beselula kanye nama-imeyili osukhethile ekuxhumaneni kwakho nokumaketha?
  • Ukufinyelela Kwezokuxhumana - bangaki abasebenzisi onabo abakulandelayo, ubona izibuyekezo zakho zenkundla yezokuxhumana, futhi uchofoze kuzo?
  • Ama-Brand Mentions - ukukhuluma ngomkhiqizo wakho kumawebhusayithi ezinkampani zangaphandle noma amabhulogi, amasheya ezinkundleni zokuxhumana, noma uhla lwemibhalo yebhizinisi.
  • Imilayezo Yezindaba - izinkomba zomkhiqizo wakho ezindabeni, kumamagazini emboni, noma kumasayithi wokubuyekeza.

Ama-KPI Okuthengisa Okuqukethwe

Lawa ma-KPI, atholakala ku-Google Analytics, akusiza ukuthi uthole ukuthi abantu bakuthola kanjani okuqukethwe kwakho, bangaki abaxhumana nakho, nokuthi yikuphi okuqukethwe okushayela umkhondo namakhasimende afaneleke kakhulu.

  • Abasebenzisi - inombolo yangempela yabantu abavakashela isayithi lakho.
  • sessions - iseshini ngayinye iqala lapho umsebenzisi engena kusayithi lakho futhi iphela lapho ehamba.
  • Imithombo Yethrafikhi - ukuthi abasebenzisi bathola futhi bavakashela iwebhusayithi yakho.
  • Ukuzibandakanya Kwethrafikhi - ukubukwa kwekhasi, izinga lokugxuma, isikhathi esizeni, izikhathi zomsebenzisi ngamunye.
  • I-Trafer Referral – izikhathi eziza ngezinye izizinda zewebhu. Ithrafikhi yokudlulisela evela kuma-backlinks nayo iyisici esihle ekusesheni kwe-organic search.
  • Ukuguqulwa Okuncane - ukuqedwa kwezinhloso kuwebhusayithi yakho ongazilandelela nge-Google Analytics.
  • Ukuguqulwa Okukhulu - futhi kusethwa futhi kulandelelwe kuzibalo, lokhu kuguqulwa kunenhloso yokuhweba, njengokuhola okucela ulwazi lwentengo.

Ama-KPI Okwaneliseka Kwekhasimende

Kuqoqwe nge-CRM yakho nezinhlolovo, lokhu kunikeza izinhlangano ukuthi zinikeza isevisi kahle kangakanani futhi zigcina amakhasimende.

  • I-Net Promoter Score (NPS) - mangakanani amathuba amakhasimende akho okuncoma umkhiqizo noma isevisi yakho komunye umuntu.
  • Ukugcinwa Kwekhasimende - inhlanganisela yamazinga e-churn kanye nokuvuselela abonisa izinga lokuphelelwa amandla kwekhasimende lakho.

Lokhu infographic, Ishidi lokukopela le-KPI labamakethi abangenayo, ichaza ama-KPI avame kakhulu abakhangisi bedijithali okufanele bawalandele ngomkhankaso ngamunye wokumaketha.

digital marketing kpis

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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