עברנו כבר כברת ארוכה ביחד. הגענו לאחד הקרבות הקשים שלכם: השיווק.

אשרינו שזכינו להגיע לכאן.

השיווק באינטרנט הוא התחום שבו אני עוסק מ-2002. הגעתי אליו ממש במקרה. הייתי סטודנט למדעי המחשב ומה שעמדה לנגד עיניי היא קריירה בתחום בתכנות, תחום אותו אהבתי כבר מהיותי חנון מחשבים בגיל ההתבגרות. חבר יקר בשם מתן עזב עבודה בחברה שהציעה בין השאר מוצר בתחום קידום אתרים, והציע לי להחליף אותו. באתי, התקבלתי, ראיתי, נדלקתי.

עשר שנים קדימה (ועד לפני כשנה) במשך כשנתיים עבדתי עם קבוצת משקיעים וראינו 2-3 חברות בשבוע.

ממה שראיתי, המון סטארט אפים וגם חברות בוגרות שנכשלו נפלו בשלב מציאת ההתאמה בין המוצר לשוק או בשלב השיווק עצמו. לא מפתיע. על מכלול נושאי השיווק עוסק הפרק האחרון של הבלוג.

לפני שניכנס לשיווק עצמו, בואו נדבר על איך האתר/אפליקציה שלכם נראית. הפרק הזה אינו מדבר על הקרביים של המוצר – הלוגיקה, האלגוריתמים, מסדי הנתונים, סקלביליות, ביצועים ואבטחה, אלא על מה רואה הגולש כאשר הוא מגיע לאתר שלכם ואיך הופך אותו גולש אנונימי וחסר פנים ללקוח עם שם, כתובת, וכרטיס אשראי. וחשוב לא פחות, איך גורמים לו להישאר לקוח לאורך זמן – וזהו לדעתי המדד החשוב ביותר. בטרמינולוגיה השגורה זה נקרא – Retention.

כל זה בהמשך כאמור, נתחיל מלדבר על מה שלרוב הוא המפגש הראשונה של לקוח עם המוצר שלכם.

מחשבות על בניית האתר:

  1. 1מסר חזק וברור, שיותיר רושם על המקרים ולא ישלח אותם לאחד ממיליארד האתרים האחרים באינטרנט. אל תעמיסו מידע, עיצוב, אנימציות, רוח וצלצולים. אני מאמין שאתר צריך להיות פשוט וישר לעניין. אני בפירוש מעודד שבאתר יהיה המון תוכן, אולם לא כולו חייב להתנפל על המבקר ברגע שהוא נכנס לאתר.
  2. 2אתם רוצים לשדר אמינות ורצינות. אנשים אוהבים לקנות מעסקים שנתפסים בעיניהם לגיטימיים ומבוססים. אל תתפשרו באיכות המלל באתר – שצריך להיות גם מקצועי, גם פשוט, גם שיווקי, גם רהוט וגם מתאים לשוק היעד של האתר.
  3. 3אתר תקין – אין כל סיבה לעלות אתר לא מושלם מבחינת הקוד שלו, מבחינת מבנה הלינקים שלו, האיכסון שלו, הזמינות ומהירות הטעינה שלו או כל בעיה טכנית אחרת.
  4. 4כלים לניטור התנועה: כמו גוגל אנליטיקס (חינמי עד כמות טראפיק מסויימת), קיסמטריקס (באיזור המאתיים דולר בחודש, מאפשר לעקוב אחרי אנשים ולא רק אחרי דפים נצפים) וקליקטייל. יספקו לכם תובנות מעמיקות על הגולשים שלכם, ותוכלו לקבל מהם המלצות לגבי דברים שמצריך תיקון באתר.
  5. 5בנו אתר שיהיה ידידותי לגולשים אנושיים, אולם גם כזה שלמנועי חיפוש יהיה קל לסרוק אותו ולתת לו דירוגים גבוהים. זה נקרא = Search Engines Optimization = קידום אתרים SEO  באתרי אינטרנט, ו-ASO  =  App Store Optimization באפליקציות ל לסמארטפונים)
  6. 6ניווט קל. הניווט בין החלקים השונים של האתר צריך להיות פשוט, בולט ואחיד לרוחב כל האתר. חשוב על המסלול שאתם רוצה להוליך את המבקרים בו (זה נקרא Funnel). דפים חשובים כדאי להוסיף לתפריט הניווט הראשי לפי ההגיון שנגזר ממטרת האתר.
  7. 7יצירת קשר איתכם. בכל שלב אפשרו למבקר לראות שאפשר ליצור אותך קשר בקלות וכמובן, גם לאפשר לו זאת. זה ייקנה לכם יותר אמינות ויוריד את רמת החשדנות הבסיסית שיש באינטרנט ובכלל, וכמובן, ייאפשר לכם למכור יותר. ציינו מספר טלפון, כתובת מייל, חשבונות ברשתות חברתיות, צ'ט באתר (כמו LivePerson, Volusion, Zopim). אין לכם מה להסתיר ותראו את זה.
  8. 8יצירת קהילה ע"י שילוב רכיבי רשתות חברתיות, בלוגים, פורומים, אגף לשאלות ותשובות וכו , ומתן אפשרות לגולשים להגיב, לשתף ולהשתתף. בטווח הארוך אין דרך זולה יותר לקבל תנועה חוזרת של גולשים מאשר יצירת קהילה אמיתית שמקבלת ערך מהאתר.

 

אמת בפירסום - לפני ואחרי :)
אמת בפירסום – לפני ואחרי 🙂

מחשבות על הפיכת מבקר אנונימי ללקוח = המרה = Activation/Conversion:

  1. 1מה הדבר הראשון שהמבקר צריך לראות האתר? סף הריכוז של כולנו נמוך. אפשרו למבקרים, יהיו אשר יהיו, למצוא תוך שניות ספורות את מה שהם צריכים. במידת האפשר צרו דפי נחיתה שונים (למשל, למוצרים שונים), וכוונו כל גולש לדף שיכול להיות הכי רלוונטי עבורו.
  2. 2חובה לחסוך מהגולש אפילו להתחיל לחשוב לאן הוא אמור לפנות באתר. אתם חייבים לבנות את האתר שלכם בצורה כזו שלא רק תוך שניות הגולש מוצא את מה שחיפש, אלא גם כך שברור לו מה אתם מצפים שהוא יעשה באתר– להירשם לאתר, להירשם לרשימת תפוצה, לרכוש מוצר, להכניס שם ומספר טלפון וכו.
  3. 3שיפור יחס ההמרה באתר ע"י בדיקות שנקראות A/B testing. אם תקחו שני אתרים זהים ותשנו באחד מהם איזה טקסט, איזה עיצוב, איזו תמונה, איזה כפתור תקבלו אתר אחד שיעבוד טוב יותר ואחד שיעבוד טוב פחות. גם אם ההבדל יהיה שבריר אחוז. אבל, איך תדעו איזה מהם יעבוד טוב יותר?אתם לא אמורים לדעת.ישנם כלים לזה כמו שפירטתי למעלה. שינוי רכיב אחר יכול אולי לשנות מעט מאוד, אולם שינויים רבים, המשולבים זה בזה (שילוב מנצח של טקסט מסוים +תמונה מסוימת) יביא לשינוי באחוזים גדולים לאותה התנועה שגם ככה מגיעה לאתר.התהליך הזה אינו מסתיים לעולם אגב, תמיד תמשיכו לנסות ולשפר. תתעדו את הנסיונות שלכם עד שתרגישו שהגעתם לשיפור משמעותי. ואז תמשיכו עוד ועוד.
  4. 4Social Proof. אם אתם עובדים עם חברות שלבו סיפורי הצלחה, וציינו עם אילו חברות אתם עובדים. אם אתם עובדים עם לקוחות פרטיים פרסמו מכתבי תודה מלקוחות, תגובות חיוביות שקילתם, או את מספר הלקוחות שאתם משרתים. אף אחד לא אוהב להיכנס למסעדה ריקה.

 

הגיוני.
הגיוני.

דוגמא טובה לאתר שכל הדגשים האלה באים לידי ביטוי בו הוא למשל: http://www.xblade.co.il. גם אם תנסו טוב, לא תצליחו לפספס מה אתם מצפים מכם לעשות באתר, או סתם ללכת לאיבוד.

זהו אגב אתר האמריקאי שמציע שירות דומה : http://www.dollarshaveclub.comהסרטון שלו זכה ל-18 מליון צפיות ביוטיוב. נדבר גם על זה בהמשך.

האתר הוא כרטיס הביקור וחלון הראווה של החברה שלכם ושל המוצר שלכם, ואין הזדמנות שניה ליצור רושם ראשוני.

מרגע שנכנס מבקר לאתר שלכם, יש לכם רק מספר שניות לגרום לו להישאר בו.

אם הצלחתם, יש לכם עוד כמה שניות לעניין אותו.

אם גם את זה הצלחתם, יש לכם עוד כמה שניות לאפשר לו לצרוך את כל המידע שהוא רוצה על המוצר/שירות שלכם.

בכל שלב המבקר צריך להיות במרחק קליק מהשלמת הפעולה אותה אתם מבקשים שיעשה.

למעשה, אתם צריכים לגרום לו ממש ממש להתאמץ כדי לא לבצע את הפעולה שאתם מבקשים שיעשה.

אתם הולכים לשפוך הרבה זיעה על הבאת תנועה לאתר. תוודאו שאתם שולחים את המבקרים לאתר שמנתב את התנועה באופן המיטבי להשלמת הפעולה הרצויה.

זה תלוי רק בכם.


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