ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Êfrjq lkbys ljk;yf ,snm wtktdfz
cnhfybwf? ×nj kexit: cltkfnm rjhjnrbq dfhbfyn, d rjnjhjv dcz byajhvfwbz
,tp dczrjq ghjrhenrb evtoftncz yf 'rhfyt, bkb edtkbxbnm lkbye, yj pfnj
dvtcnbnm dct ytj,[jlbvst 'ktvtyns, rjnjhst d bnjut ghbdtlen r rjydthcbb?
Ítqk Ïfntkm (Neil Patel),
cjjcyjdfntkm htcehcjd KISSmetrics b CrazyEggÊ, cxbnftn, xnj rjhjnrj
jndtnbnm yf djghjc j lkbyt wtktdjq cnhfybws yt gjkexbncz. Âc¸ ,eltn
pfdbctnm jn ytrjnjhs[ j,cnjzntkmcnd. Äfdfqnt gjghj,etv hfpj,hfnmcz,
rfrfz wtktdfz cnhfybwf dfv ye;yf: lkbyyfz bkb rjhjnrfz.
×tuj ,jzncz dfib gjctnbntkb?
Âs rjulf-yb,elm pflevsdfkbcm, d xtv
pfrk.xftncz ctrhtn dscjrb[ rjydthcbq e ytrjnjhs[ wtktds[ cnhfybw? Íf
cfvjv ltkt pltcm ytn ybrfrjuj ctrhtnf. Ïhjcnj dc¸ cjlth;fybt 'nb[
cnhfybw cdjlbncz r hf,jnt cj cnhf[fvb b djphf;tybzvb gjctnbntktq!
Ïhjatccbjyfkmyst vfhrtnjkjub yt
hfpvtof.n ntrcns bkb 'ktvtyns cjwbfkmyjuj ljrfpfntkmcndf (yfghbvth,
htrjvtylfwbb, yfuhfls) yf cnhfybwt ,tp dczrjq ghbxbys. Âct, xnj
hfpvtotyj yf wtktdjq cnhfybwt, htiftn jlye ,jkmie. ghj,ktve – hfpdtbdftn
gjntywbfkmyst djphf;tybz b jgfctybz. Âfif gthdfz pflfxf – 'nb cnhf[b b
djphf;tybz j,yfhe;bnm.
Îlby bp cgjcj,jd cltkfnm 'nj, cxbnftn
Ítqk Ïfntkm, - ghjdtcnb jghjc yf cfqnt. Ñeotcndetn hzl bycnhevtynjd,
gjpdjkz.ob[ jghfibdfnm gjctnbntktq cfqnf. Âs vj;tnt gjbynthtcjdfnmcz e
gjntywbfkmys[ rkbtynjd, xnj jyb [jntkb ,s dbltnm yf cnhfybwt, gjxtve yt
cjdthibkb gjregre, xnj ytj,[jlbvj lj,fdbnm yf cfqn, xnj,s gjkmpjdfntkb
pf[jntkb pfhtubcnhbhjdfnmcz.
Çfntv yf wtktde. cnhfybwe ytj,[jlbvj
dytlhbnm 'ktvtyns, rjnjhst ,elen hfpdtbdfnm jcyjdyst jgfctybz b
djphf;tybz gjctnbntktq cfqnf. Èyjulf ds cvj;tnt ghbdtcnb ljdjls d cdj.
gjkmpe, ghjcnj lj,fdbd jlye rfhnbyre. Â ckexfz[ ,jktt ckj;ys[ djphf;tybq
dfv ghbltncz drk.xbnm ytcrjkmrj f,pfwtd ntrcnf. ×tv ,jkmit jgfctybq b
djphf;tybq e dfib[ gjctnbntktq, ntv ,jkmit 'ktvtynjd ,eltn drk.xfnm d
ct,z wtktdfz cnhfybwf b ntv lkbyytt jyf ,eltn.
×tv ,jkmit e gjkmpjdfntktq r dfv djghjcjd, ntv lkbyytt wtktdfz cnhfybwf
Åckb ghjcbnt e gjkmpjdfntktq jcnfdbnm
email-flhtc d j,vty yf ,tcgkfnye. dthcb. 'ktrnhjyyjq rybub, dfif wtktdfz
cnhfybwf, dthjznyj, yt ljk;yf ,snm ckbirjv lkbyyjq. Ïjxtve? Ïjnjve xnj
jcnfdbnm flhtc gjxns lkz gjctnbntktq – yt cfvfz ckj;yfz pflfxf, f lkz
dfc gjkextybt email – yt ckbirjv dsujlyfz cltkrf.
Äkz ghbvthf gjcvjnhbv yf cnhfybwe cfqnf Quick Sprout.
 yfcnjzott dhtvz rjydthcbz cnhfybws
cjcnfdkztn 67,2%. Âct, xnj nht,etncz jn gjctnbntktq, - dtcnb URL cdjtuj
cfqnf. Âkfltkmws cthdbcf ybxtuj yt ghjlf.n b yt ghjczn jcnfdbnm email.
Ïj 'njq ghbxbyt dscjrbq ehjdtym rjydthcbb kturj ljcnbuftncz c gjvjom.
rjhjnrjq wtktdjq cnhfybws.
Ñjdctv lheujt ltkj, tckb ds [jnbnt,
xnj,s gjctnbntkb cjdthifkb yf cfqnt gjregrb d $1 nsc. Â nfrb[ ckexfz[
dfv ye;yf lkbyyfz wtktdfz cnhfybwf. Êjulf ltkj rfcftncz rhegys[ pfnhfn,
k.lb ythdybxf.n b rjkt,k.ncz, lf;t tckb rjvgfybz-ghjlfdtw [jhjij
bpdtcnyf yf hsyrt. Äkbyyfz wtktdfz cnhfybwf gjpdjkbn ghjhf,jnfnm dct
gjntywbfkmyst djghjcs b djphf;tybz b dscnhjbnm cdzpm c gjctnbntkzvb.
Ðfp,tqnt ghjwtcc yf ytcrjkmrj ifujd
Ítdf;yj, ghjlftnt ds njdfh bkb eckeue,
gjlevfqnt j hfpltktybb wtktdjq cnhfybws yf ytcrjkmrj xfcntq, cjdtnetn
Ítqk. Íf gthdjv ifut pfbynthtceqnt b[ ghtlkj;tybtv, f yf dnjhjv –
pfdthibnt nhfypfrwb..
Ífghbvth, yf cfqnt Crazy Egg
jn gjkmpjdfntktq cyfxfkf ghjczn ddtcnb email b gfhjkm. Íf dnjhjv ifut –
byajhvfwb. gj rhtlbnyjq rfhnt. Ïjxtve ghjwtcc hfp,bn yf ldt xfcnb? A/B
ntcnbhjdfybt gjrfpfkj, xnj vbybvev 10% gjctnbntktq c yfb,jkmitq
dthjznyjcnm. pfdthifn gjregre d cwtyfhbb bp lde[ ifujd. Ñelz gj dctve
gjkmpjdfntkb cxbnf.n, xnj hfp jyb e;t ljdthbkb dkfltkmwfv cthdbcf cdj.
gjxne, nj vjuen ghtljcnfdbnm b abyfycjde. byajhvfwb..
Òfre. cnhfntub. bcgjkmpe.n vyjubt
bynthytn-vfufpbys. Ífghbvth, Amazon cyfxfkf gjrfpsdftn gjkmpjdfntkzv
rjhpbye, pfntv wtktde. cnhfybwe c byajhvfwbtq j ljcnfdrt b e;t gjnjv
cnhfybwe c lfyysvb gj jgkfnt.
×nj,s ljrfpfnm 'aatrnbdyjcnm hfp,bdrb
dfitq wtktdjq cnhfybws yf ytcrjkmrj xfcntq, Ítqk Ïfntkm pfgecnbk
ntcnbhjdfybt yf Quick Sprout. Íf cnhfybwe dct njuj ;t cthdbcf jy lj,fdbk
gjkt «ddtlbnt flhtc 'ktrnhjyyjq gjxns». Êjydthcbz cybpbkfcm lj 29% (bp
100 xtkjdtr njkmrj 29 jcnfdbkb email).
Òjulf Ítqk htibk hfp,bnm ghjwtcc yf ldf
ifuf. Íf gthdjv - jn gjkmpjdfntktq nht,jdfkjcm ddtcnb URL cfqnf. Íf
dnjhjv - email b bvz.
Èp 100 gjctnbntktq 67 ddtkb URL cdjb[
cfqnjd. Èp 'nb[ 67 - 60 gjkmpjdfntktq yf dnjhjv ifut jcnfdbkb email.
Òfrbv j,hfpjv, hfp,bd wtktde. cnhfybwe yf ldt xfcnb, Ítqk cj,hfk 60
email-jd dvtcnj 29.
Ítcrjkmrj cjdtnjd jn Ítqkf Ïfntkz
Ë.,st, lf;t cfvst ytpyfxbntkmyst
jib,rb, vjuen jrfpsdfnm dkbzybt yf rjydthcb.. Ñjplfdfz wtktde. cnhfybwe,
gjvybnt ytcrjkmrj ghfdbk:
- dfif wtkm – cjplfnm yt lkbyye. bkb
rjhjnre. cnhfybwe, f cjplfnm ne cnhfybwe, rjnjhfz ,eltn rjydthnbhjdfnm
gjctnbntktq d rkbtynjd;
- kexitt ecjdthitycndjdfybt, rjnjhst ds
vj;tnt dytcnb yf cnhfybwe – eghjcnbnm tt. Ít ghjlfdfqnt ,jkmit jlyjq
dtob. ×tv ckj;ytt cnhfybwf, ntv yb;t rjydthcbz;
- rfhnbyrf crf;tn pf dfc nsczxb ckjd. Ècgjkmpeqnt bpj,hf;tybz bkb dbltj lkz jgbcfybz ghjlernf bkb eckeub, rjulf 'nj djpvj;yj;
- yt pf,sdfqnt j kbybb ghjrhenrb. Ðfpvtofqnt df;ye. byajhvfwb. d dth[ytq xfcnb cnhfybws;
- hf,jnfqnt c djphf;tybzvb b
jgfctybzvb. Êjulf ds jghfibdftnt dfib[ gjctnbntktq, ds gjkexftnt wtyye.
byajhvfwb. j, b[ cnhf[f[ b cjvytybz[. Åckb ds yfxytnt d ntrcnf[
bcgjkmpjdfnm xfcnj egjvbyftvst gjkmpjdfntkzvb ckjdf bp jndtnjd yf jghjc,
ds edblbnt edtkbxtybt rjydthcbb.
Çfrk.xtybt
Äkbyf wtktdjq cnhfybws pfdbcbn jn njuj,
xnj ds [jnbnt gjkexbnm jn cdjb[ gjctnbntktq. ×tv ,jkmit ecbkbq
nht,etncz jn gjkmpjdfntktq (yfghbvth, cjdthibnm gjregre yf $1 nsc.), ntv
lkbyytt ljk;yf ,snm cnhfybwf, nfr rfr dfv ghbltncz hf,jnfnm c ,jkmibv
rjkbxtcndjv djphf;tybq b hfpdtbdfnm vyj;tcndj cjvytybq.
Ïjckt cjplfybz wtktdjq cnhfybws j,zpfntkmyj ghjdtlbnt À/Â ntcnbhjdfybt. Âctulf ,sdf.n bcrk.xtybz bp ghfdbk. Âs ljk;ys ,snm edthtys, xnj dfib ltqcndbz ltqcndbntkmyj ghbdtlen r ekexityb. rjydthcbb.
|