Riba:
- Ability don fahimtar dabarun shigar kasuwa (GTM), mazugi na talla (AARRR) da ra'ayin tashar da gwaje-gwajen ƙira tare da hankali na wucin gadi.
- Ikon amfani da AI don samar da abun ciki, kwafin talla, jerin imel da hasashen gwajin A/B
- Ƙarfin fahimtar cewa girma marar ƙima shine sa'a kuma dole ne a tabbatar da shi ta hanyar farashi (CAC) na kowane tashar.
Yin samfur mai kyau shine rabin yakin; Sauran rabin suna isa ga mutanen da suka dace kuma suna mayar da su abokan ciniki. Yawancin masu kafa suna ciyar da watanni akan samfurin, suna cewa "zamu damu da shi daga baya" akan tallace-tallace, kuma sun kasa saboda babu wanda ya ji samfurin. A cikin wannan rukunin, za mu koyi ra'ayoyin shiga kasuwa (je-to-kasuwa, GTM - dabarun sadar da samfurin ga abokin ciniki mai niyya), mazugi na talla da gwajin tashoshi, da kuma amfani da AI (hankali na wucin gadi) don samar da abun ciki, gwaje-gwaje da saƙonni. Iyaka: Ci gaban da ba a aunawa shine sa'a; Ba kowane tashoshi ba ne za a iya la'akari da "aiki" har sai an inganta shi ta hanyar farashin abokin ciniki (CAC) da yake kawowa.
Kasuwancin Kasuwanci: AARRR
Babban tsarin da aka fi sani don fahimtar girma shine AARRR (wani lokaci ana kiransa "ma'aunin fashin teku"), mazurari mai matakai biyar:
- Saye: Yaya mutane suke samun ku? (talla, bincike, shawarwari)
- Kunnawa: Shin suna da ƙwarewar farko mai mahimmanci? (yi rajista don ganin fa'idar farko)
- Tsayawa: Suna dawowa? (babban alamar lafiya)
- Magana: Shin suna ba da shawarar ga wani?
- Kudin shiga: Shin suna biyan kuɗi?
Yi tunanin wannan rami kamar bututun ruwa: kuna rasa mutane a kowane mataki. Babban kuskure shine ƙoƙarin zuba ruwa mai yawa a saman bututu (ƙarin talla) yayin da ƙasan bututun yana rami (ƙananan riƙewa). Da farko nemo mafi yawan ɗigogi na mazurari kuma gyara shi. AI yana taimakawa wajen samar da gwaje-gwaje da saƙon kowane mataki, amma yana gaya muku wane mataki ne ƙulli.
Tukwici: Riƙewa galibi shine mafi mahimmancin mataki amma mafi yawan sakaci. Idan masu amfani masu shigowa ba su dawo ba, kowace dala da kuka kashe akan saye tana shiga cikin guga. Kafin saka kuɗi cikin haɓaka, "mutane da suka zo suna zama?" Amsa tambaya.
Tashar ra'ayi da tashar-samfurin dacewa
Tashar ita ce hanyar da kuke kaiwa abokin ciniki: injin bincike, kafofin watsa labarun, imel, abun ciki, tallace-tallace-tsara-zuwa-tsara, shirin mikawa, al'umma. Ba kowane samfurin ya dace da kowane tashar ba; Wannan shi ake kira tashar-samfurin fit. Ba za ku iya siyar da samfur mai tsada da sarƙaƙƙiya na kamfani tare da tallan kafofin watsa labarun ba; Ba za ku iya haɓaka aikace-aikacen arha da na sirri ba tare da tallace-tallace ɗaya-ɗaya (ba shi da tsada mai yawa). Hanyar da ta dace ita ce gwada tashoshi da yawa a matsayin gwaji tare da ƙaramin kasafin kuɗi, auna wanda ke kawo abokan ciniki tare da mafi ƙarancin CAC, kuma girma mai nasara.
Gwajin tunani da gwajin A/B
Girma yana samuwa ta hanyar gwaji, ba hankali ba. Kowane ra'ayin tallace-tallace shine hasashe: "Wannan kanun labarai zai kawo wannan canji da yawa a cikin wannan tashar." Gwajin A/B yana nuna nau'i biyu (misali, lakabi biyu daban-daban) a lokaci guda da aunawa wanda ya fi aiki mafi kyau. AI yana da sauri da sauri wajen samar da kanun labarai da yawa, kwafin talla, da bambance-bambancen imel - amma ainihin dannawa da bayanan juyawa, ba AI ba, shine ke yanke shawarar wanda ya ci nasara. AI yana haifar da hasashe; Kasuwar zabe.
Mataki-mataki: Ci gaba tare da AI
- Zana mazurari. Nawa ne aka rasa a waɗanne matakai? Nemo mafi girma rami.
- Mayar da hankali kan ƙulli. Ƙirƙirar ra'ayoyin gwaji don mafi yawan ɗigogi.
- Zaɓi tashoshi 2-3. Tattaunawa tare da AI tashoshin da suka dace da samfurin sa; Yi tsarin gwaji tare da ƙaramin kasafin kuɗi.
- Ƙirƙiri abun ciki/saƙonni. Tambayi AI don kanun labarai, kwafin talla, bambancin jerin imel.
- Saita ma'auni. Ƙayyade a gaba yadda za ku auna CAC da juyawa ga kowane tashoshi.
- Gwada, karanta, yanke shawara. Shuka tashar mai nasara, dakatar da rashin nasara. Hukuncin ya rage ga wanda ya kafa.
uku mini lokuta
Case 1 - Gyaran guga mai rami. Wanda ya kafa yana kashe kuɗi akan talla amma ya kasa girma. Lokacin da ya zana mazurari tare da AI, ya ga cewa samun yana da kyau, riƙewa yana da muni: 85% na waɗanda suka zo suka bar cikin mako guda. Dakatar da tallan kuma ya inganta ƙwarewar farko (kunnawa). Lokacin da riƙewa ya inganta, kasafin talla iri ɗaya ya kawo ci gaba na gaske a wannan lokacin. Tsarin yana da mahimmanci: na farko rami, sannan ruwa.
Case 2 - Kuskuren tashar zuwa tashar dama. Wata ƙungiya ta yi ƙoƙarin sayar da software na kasuwanci tare da tallan kafofin watsa labarun; CAC ya yi girma sosai, babu wanda ke dannawa. Sun tattauna daidaitawar tashoshi tare da AI kuma sun matsa zuwa tallace-tallace ɗaya zuwa ɗaya da tashoshi na abun ciki na sassan. CAC ya ragu sosai, juyawa ya ƙaru. Daidaitaccen tashar samfurin ya fi mahimmanci fiye da kasafin kuɗi.
Case 3 - Mamakin gwajin A/B. Wanda ya kafa ya kasance da kwarin gwiwa a taken shafi na saukowa. Ya sa YZ ya samar da madadin lakabi 6 kuma A/B ya gwada biyu daga cikinsu. Taken, wanda ya yi amfani da kalmomin abokin ciniki ("mafarkin mafarki mai ban tsoro" daga Raka'a 3) maimakon abin da aka fi so, ya kori juyi sau biyu. Hankali ba daidai ba ne, bayanai sun ci nasara. AI ya samar da bambancin, yanke shawara ya fito daga bayanai.
Samfura huɗu masu kwafi
1) Binciken ƙulli:
Matsayinku: manazarcin girma. Lambobi don mazurari na AARRR sune: saye [x], kunnawa [y], riƙewa [z], shawarwari [k], kudaden shiga [m]. (1) Nemo wane mataki ne ya fi girma, (2) rubuta abubuwan da za su iya haifar da wannan matsalar, (3) ba da shawarar gyara mai arha ga kowane dalili. Ba da fifikon gyara rami kafin bada shawarar ƙarin tallace-tallace.
2) Zaɓin Channel da tsarin gwaji:
Samfura na: [bayani], farashi [x], abokin ciniki na [yanki]. Ba da shawarar tashoshi na tallace-tallace guda 3 masu dacewa da wannan samfur tare da hujja (daidaitaccen samfurin tashoshi). Ba da tsarin gwajin ƙananan kasafin kuɗi don kowane tashar: me zan kashe, me zan auna (CAC/conversion), wanda sakamakon ya ce "ci gaba" kuma sakamakon ya ce "tsaya". Kar a ba da shawarar tashoshi waɗanda ba za a iya auna su ba.
3) Bambance-bambancen talla/kanun labarai (na A/B):
Rubuta taken shafi 6 daban-daban don samfurin mai zuwa. Dokar: a cikin harshen abokin ciniki (waɗannan kalmomi: [kalmomin abokin ciniki]), ba tare da ƙari ba, kowannensu yana bugun kusurwa daban-daban (amfani, zafi, sauri, amincewa). Zan gwada su A/B; Bayanan, ba ku ba, za su ƙayyade wanda ya yi nasara.
4) Daftarin jerin imel:
Rubuta jerin gabatarwar imel 3 zuwa ga masu amfani da aka riga aka yi rajista: (1) maraba + fa'ida ɗaya, (2) misali na zamantakewa/amfani, (3) bayyanannen kira. Short, abokantaka, ba banza ba. Kada ku yi amfani da alƙawarin wuce gona da iri da gaggawar yaudara ("sa'o'i 2 na ƙarshe!").
Rauni mai ƙarfi / Ƙarfi mai ƙarfi
Rawanin faɗakarwa:
Ta yaya zan tallata samfur na, ba ni ra'ayin da zai yi kama da hoto.
Wannan saurin yana samar da nasihohi marasa amfani waɗanda ba za a iya auna su ba, baya la'akari da dacewa da samfuran tashoshi, kuma ya dogara da muradin da ba za a iya sarrafawa ba don zuwa "viral."
Ƙarfi mai ƙarfi:
Matsayinku: manazarcin girma. Samfura na [x], abokin ciniki na [y], farashin [z]. Lambobin mazurari na [jeri]. Nemo mafi girman kwalban, bayar da shawarar gwaje-gwaje masu arha 3 zuwa gare shi; Hakanan ba CAC ƙaramin shirin gwajin kasafin kuɗi don tashoshi 3 masu dacewa da samfurin. Kar a ba da shawarar kowace dabara da ba za a iya aunawa ba.
ra'ayi
Ma'ana
Me yasa yake da mahimmanci?
samu
Mutanen neman ku
kofar mazurari
kunnawa
Rayuwa ta farko darajar
Farkon dawwama
riƙewa
kar a dawo
Ainihin alamar lafiya
CAC
Farashin sayan abokin ciniki
Auna nasarar tashar
Gwajin A/B
Kwatanta nau'i biyu
Bayanai akan ilhami
Kuskuren gama gari
- Tsallake riƙewa da kashe kuɗi akan talla. Dauki ruwa cikin guga ramin; gyara shi tukuna.
- Ba kula da dacewar tashar-samfurin ba. Tashar da ba daidai ba ta fashe CAC, ba ta kawo canji.
- Girma ba tare da saita awo ba. Bayar da CAC ba tare da sanin yana wasa da dama ba.
- Amincewa da hankali kuma ba gwada shi ba. Saƙon da kuka fi so galibi ba na abokin ciniki bane.
- Tsammanin "tafiya hoto ko bidiyo mai zagaya yanar gizo da sauri". Virality ba dabara ba ne, sakamako ne mai wuya; Mayar da hankali kan tashar da ake aunawa.
Tsanaki: kwafin talla da imel ɗin da kuke samarwa tare da AI dole ne su ƙunshi alkawuran yaudara, gaggawar ƙarya ko da'awar da ba za a iya tantancewa ba; Wannan duka yana lalata amana kuma yana da haɗari dangane da dokar kariyar mabukaci. Bugu da ƙari, wajibi ne na doka don samun izini (yarda) a cikin tallan imel/SMS. AI yana haifar da rubutu; Dacewar sa da amincin sa alhakinku ne.
a takaice
Yin samfurori shine rabin yakin; Sauran rabin suna isa ga mutanen da suka dace kuma suna mayar da su abokan ciniki. Rukunin tallace-tallace (AARRR) yana nuna girma a cikin matakai biyar; Babban kuskuren shine zuba ruwa mai yawa a saman lokacin da mazurari ke zubewa (ƙananan riƙewa). Canjin samfurin tashoshi yana da mahimmanci fiye da kasafin kuɗi; Hanyar da ta dace ita ce gwada tashoshi kaɗan tare da ƙaramin kasafin kuɗi kuma fadada wanda ke da mafi ƙarancin CAC. Girma yana samuwa ta hanyar gwaji, ba hankali ba; AI yana da sauri a samar da kanun labarai marasa ƙima, saƙo, da bambance-bambancen imel, amma ainihin dannawa da bayanan juzu'i suna ƙayyade mai nasara. Girman da ba za a iya auna shi ba shine sa'a; Dole ne a tabbatar da kowane tashoshi tare da CAC kuma kowane saƙo dole ne ya kasance mai gaskiya da doka.
Aikin aikace-aikace
Rubuta mazugi na AARRR na samfurin ku (duk da cewa ana hasashen) a cikin lambobi kuma nemo babban rami tare da samfurin "Binciken ƙoƙon Funnel". Tare da samfurin "zabin tashoshi da tsarin gwaji", ƙirƙiri tsarin gwaji tare da tashoshi 3 masu dacewa da samfurin ku da ma'aunin CAC na kowane. A ƙarshe, samar da kanun labarai 6 tare da samfurin "Ad / headline bambance-bambancen karatu" kuma zaɓi biyu zuwa gwajin A / B; Rubuta a gaba wane awo (ƙididdigar canji) zai tantance wanda ya yi nasara.
jerin abubuwan dubawa
- [ ] Shin na sami babban ƙullun mazurari kuma na fara magance shi?
- [ ] Na zaɓi tashoshi bisa dacewa da tashoshi samfurin?
- [ ] Na riga na ayyana ma'aunin CAC/canzawa ga kowane tashoshi?
- [ ] Na shirya bambance-bambancen saƙo don gwajin A/B kuma na bar yanke shawara ga bayanai?
- [ ] Shin na tabbata cewa nassosin gaskiya ne, ba masu ruɗi ba da izini (na shari'a)?