Nānā & hoʻāʻomaʻiʻo ke kūʻai akuʻanaʻO Ecommerce a me RetailNā Infografics MarketingHuli i kaʻikePāʻoihana Pāʻoihana & Mea Hoʻolaha Hoʻolaha

He aha ke kumukūʻai o ka loaʻa ʻana o ka Versus ka mālama ʻana i kahi mea kūʻai aku?

Aia kekahi naʻauao lanakila e ka ke kumukūʻai o ka loaʻa ʻana o ka mea kūʻai hou hiki ke 4 a 8 manawa o ka kumukūʻai o ka mālama ʻana ʻekahi. 'Ōlelo wau naauao lanakila no ka mea, ʻike wau i kaʻana like pinepine ʻia kēlā helu akā ʻaʻole loaʻa maoli kahi kumuwaiwai e hele pū me ia. ʻAʻole wau kānalua ʻo ka mālama ʻana i kahi mea kūʻai aku ʻoi aku ka liʻiliʻi no kahi hui, akā aia nā ʻokoʻa. I ka ʻoihana ʻoihana, no ka laʻana, hiki iā ʻoe ke pinepine kūʻai aku - ua hoʻololi ʻia kahi mea kūʻai aku e haʻalele i kahi mea ʻoi aku ka waiwai. I kēia hihia, mālama i kahi mea kūʻai hiki e hoʻolilo i kāu kālā ʻoihana i ka manawa.

ʻAʻole naʻe, ʻo ka hapa nui o nā helu ʻana ua pau i ka wā ma muli o ka hopena o nā mea kūʻai aku i kā mākou hana kūʻai. Hāʻawi ka pāpaho pāʻoihana, nā hōʻike hōʻike pūnaewele, nā pūnaewele loiloi, a me nā ʻenekini ʻimi i nā kaʻa kuhikuhi maikaʻi loa no nā mea kūʻai aku hou. Ke māʻona nā ʻoihana āu e hana nei, kaʻana like lākou me kā lākou pūnaewele a i ʻole ma nā pūnaewele ʻē aʻe. ʻO ke ʻano kēia, ʻo ka mālama maikaʻi ʻole i kēia mau lā e hopena maikaʻi ʻole i kāu hoʻolālā kūʻai!

Loaʻa me ka hoʻopaʻa ʻana i nā ʻōkuhi (makahiki)

  • Ka helu o ka mea kūʻai mai = ( Ka helu o nā mea kūʻai i haʻalele i kēlā me kēia makahiki ) / ( Ka nui o nā mea kūʻai aku )
  • Ka helu mālama paʻa mea kūʻai aku = ( Total Number of Customers – Number of Customers that Leave Each Year ) / ( Total Number of Customers )
  • Ka Waiwai o ke Kūʻai Mea Ola (CLV) = (Ka huina o ka loaʻa kālā) / ( Ka helu ʻana o ka mea kūʻai aku )
  • Kālā Loaʻa Loaʻa Mea kūʻai (CAC) = ( Ka huina kālā kūʻai a me ke kūʻai aku me nā uku uku ) / (Ka helu o nā mea kūʻai i loaʻa)
  • ʻO ke kumu kūʻai = (Waiwai o ke ola o ka mea kūʻai aku) * (Ka helu o nā mea kūʻai makahiki i nalowale)

No ka poʻe i hana ʻole i kēia mau helu ma mua, e nānā kākou i ka hopena. He 5,000 nā mea kūʻai aku o kāu hui, nalowale 500 o lākou i kēlā me kēia makahiki, a uku kēlā me kēia i $99 i kēlā me kēia mahina no kāu lawelawe me ka palena kālā o 15%.

  • Ka helu o ka mea kūʻai mai = 500 / 5000 = 10%
  • Ka Laki Paʻa Paʻa Mea Kūʻai = (5000 – 500) / 5000 = 90%
  • Customer Lifetime Value = ($99 * 12 * 15% ) / 10% = $1,782.00

Inā he $20 kāu CAC no ka mea kūʻai aku, paʻa kēlā hoʻihoʻi mai i ka hoʻopukapuka kūʻai ʻana, hoʻolilo i $10k e pani i nā mea kūʻai aku 500 i haʻalele. Akā pehea inā hiki iā ʻoe ke hoʻonui i ka mālama ʻana i ka 1% ma ka hoʻolilo ʻana i $5 hou no ka mea kūʻai aku? He $25,000 i hoʻolilo ʻia ma kahi papahana mālama. E hoʻonui ia i kāu CLV mai $1,782 a i $1,980. I ke ola ʻana o kāu mau mea kūʻai aku 5,000, ua hoʻonui ʻoe i kou laina lalo ma kahi kokoke i hoʻokahi miliona kālā.

ʻO ka ʻoiaʻiʻo, he 5% ka piʻi ʻana o ka mea kūʻai aku #retention rate e hoʻonui i ka loaʻa kālā ma 25% a 95%

ʻO ka mea pōʻino, e like me ka ʻikepili i hopu ʻia ma kēia infographic mai Investp, 44% o nā hui i ʻoi aku ka manaʻo nui ma #acquisition aʻo 18% wale nō ka nānā ʻana ma #retention. Pono nā ʻoihana e hoʻomaopopo i ka hāʻawi pinepine ʻana o nā ʻikepili a me nā hoʻolālā kaiapili i ka waiwai i ke ala o ka mālama ʻana ma mua o ka loaʻa ʻana.

ka loaʻa ʻana o ka mea kūʻai aku ma mua o ka mālama ʻana

Douglas Karr

Douglas Karr he CMO o OpenINSIGHTS a me ka mea nana i hookumu i ka Martech Zone. Ua kōkua ʻo Douglas i ka nui o nā hoʻomaka ʻana o MarTech, ua kōkua i ka hoʻomaʻamaʻa pono ʻana ma luna o $ 5 bil i nā loaʻa a me nā hoʻopukapuka kālā ʻo Martech, a hoʻomau i ke kōkua ʻana i nā hui i ka hoʻokō ʻana a me ka hoʻomaʻamaʻa ʻana i kā lākou kūʻai aku a me nā hoʻolālā kūʻai. ʻO Douglas kahi hoʻololi kikohoʻe i ʻike ʻia ma ka honua a me ka loea a me ka ʻōlelo a MarTech. He mea kākau ʻo Douglas i kahi alakaʻi a Dummie a me kahi puke alakaʻi ʻoihana.

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Martech Zone hiki iā ia ke hāʻawi iā ʻoe i kēia ʻike me ka uku ʻole no ka mea ke hoʻolilo nei mākou i kā mākou pūnaewele ma o ka loaʻa kālā hoʻolaha, nā loulou pili, a me nā kākoʻo. Mahalo mākou inā e wehe ʻoe i kāu mea hoʻolaha hoʻolaha i kou nānā ʻana i kā mākou pūnaewele.