Ukufunda Ukuguqula i-Freemium Kusho Ukuthola Okungathi Sína Ngokuhlaziywa Komkhiqizo

Mastering Freemium Conversion using Product Analytics

Noma ngabe ukhuluma ngeRollercoaster Tycoon noma iDropbox, iminikelo ye-freemium qhubeka ube indlela ejwayelekile yokuheha abasebenzisi abasha kumikhiqizo yesoftware yabathengi neyamabhizinisi ngokufanayo. Lapho sebengene endaweni yesikhulumi samahhala, abanye abasebenzisi ekugcineni bazoguqulela ezinhlelweni ezikhokhelwayo, kanti abanye abaningi bazohlala esigabeni samahhala, okuqukethwe nganoma yiziphi izici abangafinyelela kuzo. Ucwaningo ezihlokweni zokuguqulwa kwe-freemium nokugcinwa kwamakhasimende kuningi, futhi izinkampani zilokhu ziphonselwa inselelo yokwenza ukuthuthuka okuthe xaxa ekuguqulweni kwe-freemium. Labo abangama ukuvuna imivuzo ebalulekile. Ukusetshenziswa okungcono kwezibalo zomkhiqizo kuzobasiza ukuthi bafike lapho.

Ukusetshenziswa Kwesici Kutshela I-Tale

Ivolumu yedatha engenayo evela kubasebenzisi besoftware iyamangaza. Zonke izici ezisetshenziswa phakathi neseshini ngayinye zisitshela okuthile, futhi ingqikithi yalezo zifundo isiza amaqembu womkhiqizo aqonde uhambo lwekhasimende ngalinye, ngokusebenzisa i-analytics yomkhiqizo exhunywe ku- ishede ledatha yamafu. Empeleni, ivolumu yedatha ayikaze ibe yinkinga ngempela. Ukunikeza amaqembu womkhiqizo ukufinyelela kudatha nokuwanika amandla okubuza imibuzo nokukhothoza ukuqonda okwenzekayo - leyo ngenye indaba. 

Ngenkathi abakhangisi besebenzisa amapulatifomu omkhankaso wokuhlaziya umkhankaso futhi i-BI yendabuko iyatholakala ukubheka imethrikhi yamlando eminingana, amaqembu womkhiqizo kaningi awakwazi ukumane athumele imininingwane yokubuza (nokuphendula) imibuzo yohambo lwamakhasimende abafuna ukuyilandela. Yiziphi izici ezisetshenziswa kakhulu? Ukusetshenziswa kwesici kuvame ukwehla nini ngaphambi kokuyekiswa ukusebenza? Abasebenzisi basabela kanjani kuzinguquko ekukhetheni kwezici kuma-tiers amahhala ahlawulelwayo? Ngama-analytics womkhiqizo, amaqembu angabuza imibuzo engcono, akhe ama-hypotheses angcono, avivinye imiphumela futhi asebenzise ngokushesha izinguquko zomkhiqizo nezomgwaqo.

Lokhu kwenza ukuqonda okuyinkimbinkimbi kakhulu kwesisekelo somsebenzisi, kuvumela amaqembu womkhiqizo ukuthi abheke izingxenye ngokusetshenziswa kwesici, ukuthi abasebenzisi babe nesikhathi esingakanani isoftware noma ukuthi bayisebenzisa kangaki, ukufaka ukuthandwa nokuningi. Isibonelo, ungathola ukuthi ukusetshenziswa kwesici esithile kunenkomba eyeqile phakathi kwabasebenzisi abasesigabeni samahhala. Ngakho-ke hambisa isici siye esigabeni esikhokhelwayo bese ulinganisa umphumela kuzithuthukisi zombili kuzinga elikhokhelwe kanye nesilinganiso samahhala se-churn. Ithuluzi lendabuko le-BI lilodwa lingaqhamuka lihlaziya ngokushesha lolo shintsho

Icala Le-Free-Tier Blues

Inhloso yesigaba samahhala ukushayela izivivinyo eziholela ekuthuthukisweni kokugcina. Abasebenzisi abangathuthukeli kuhlelo olukhokhelwe bahlala isikhungo sezindleko noma bavele bahlukanise. Futhi akukhiqizi imali engenayo yokubhaliselwe. Izibalo zomkhiqizo zingaba nomthelela omuhle kuyo yomibili le miphumela. Kubasebenzisi abazinqamula, ngokwesibonelo, amaqembu womkhiqizo angahlola ukuthi imikhiqizo isetshenziswe kanjani (kuye kuleveli yesici) ngokuhlukile phakathi kwabasebenzisi abahlukaniswe ngokushesha ngokumelene nalabo abenza umsebenzi othile esikhathini esithile.

Ukugcina ukuphuma ngokushesha, abasebenzisi badinga ukubona inani elisheshayo elivela kumkhiqizo, noma kusigaba samahhala. Uma izici zingasetshenziswa, kungahle kube inkomba yokuthi ijika lokufunda kumathuluzi liphezulu kakhulu kwabanye abasebenzisi, kunciphisa amathuba okuthi bazoguqukela esigabeni esikhokhelwayo. Izibalo zomkhiqizo zingasiza amaqembu ukuthi ahlole ukusetshenziswa kwesici futhi adale umuzwa womkhiqizo ongcono kakhulu ongaholela ekuguqulweni.

Ngaphandle kwezibalo zomkhiqizo, kungaba nzima (uma kungenzeki) kumathimba womkhiqizo ukuqonda ukuthi kungani abasebenzisi beyeka. I-BI yendabuko ngeke ibatshele okuningi kunokuthi bangaki abasebenzisi abahlukanisiwe, futhi ngokuqinisekile ngeke ichaze ukuthi kwenzeka kanjani nokuthi kungani kwenzekani ekusithekeni.

Abasebenzisi abahlala kusigaba samahhala futhi baqhubeke nokusebenzisa izici ezikhawulelwe baletha inselelo ehlukile. Kuyacaca ukuthi abasebenzisi bathola inani elivela kumkhiqizo. Umbuzo uthi ungabusebenzisa kanjani ubudlelwano babo obukhona futhi zihambise esigabeni esikhokhelwayo. Ngaphakathi kwaleli qembu, ama-analytics womkhiqizo angasiza ekuboneni izingxenye ezihlukile, ezisukela kubasebenzisi abangavamile (hhayi okubaluleke kakhulu) kubasebenzisi abacindezela imikhawulo yokufinyelela kwabo mahhala (isigaba esihle okufanele sigxile kuqala). Ithimba lomkhiqizo lingahlola ukuthi laba basebenzisi basabela kanjani kweminye imikhawulo ekufinyeleleni kwabo kwamahhala, noma iqembu lingazama isu lokuxhumana elihlukile ukugqamisa izinzuzo zethimba elikhokhelwayo. Ngale ndlela, ama-analytics womkhiqizo anika amandla amaqembu ukulandela uhambo lwamakhasimende futhi aphindaphinde okusebenzayo kusethi ebanzi yabasebenzisi.

Ukuletha Inani Kuyo Yonke Uhambo Lwamakhasimende

Njengoba umkhiqizo uba ngcono kubasebenzisi, izingxenye ezifanelekile nama-personas kuyabonakala, kunikeza ukuqonda ngemikhankaso engaheha amakhasimende abukeka kahle. Njengoba amakhasimende esebenzisa isoftware ngokuhamba kwesikhathi, abahlaziyi bemikhiqizo bangaqhubeka nokukhothoza ulwazi kusuka kudatha yomsebenzisi, benza imephu yohambo lwamakhasimende luye ekuyekisweni. Ukuqonda ukuthi yini eyenza ukuthi amakhasimende aqhume amandla — yiziphi izinto abazenzile nabangazisebenzisanga, ukuthi ukusetshenziswa kuguquke kanjani ngokuhamba kwesikhathi — imininingwane ebalulekile.

Njengoba abantu abasengozini bekhonjwa, hlola ukuze ubone ukuthi amathuba ahlukene okubandakanya aphumelela kanjani ekugcineni abasebenzisi ebhodini nokubangenisa ezinhlelweni ezikhokhelwayo. Ngale ndlela, i-analytics ilungile enhliziyweni yokuphumelela komkhiqizo, ikhuthaza ukuthuthukiswa kwesici okuholela kumakhasimende amaningi, okusiza ukugcina amakhasimende akhona isikhathi eside nokwakha umgwaqo womgwaqo ongcono kubo bonke abasebenzisi, bamanje nabesikhathi esizayo. Ngama-analytics womkhiqizo axhumene nendawo yokugcina idatha yamafu, amaqembu womkhiqizo anamathuluzi okusebenzisa kakhulu idatha ukubuza noma imuphi umbuzo, akha i-hypothesis futhi avivinye ukuthi abasebenzisi baphendula kanjani.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.