Njalo nje
I-Yandex inikeza uchungechunge lwamathuluzi nezinsiza zokusiza izinkampani zandise ukuguqulwa futhi zenze ukuguqulwa kokukhangisa.
1. Khulisa ukuguqulwa kwezinjongo zebhizinisi zamakhasimende
I-Yandex ikunikeza isethi yamathuluzi ukukusiza ukuchaza imigomo, ukhethe izithameli eziqondiwe, udale izikhangiso eziphumelelayo, futhi ulandelele imiphumela yemikhankaso yakho yokukhangisa.
- I-Yandex Metric: Leli thuluzi likuvumela ukuthi ulandelele ithrafikhi kuwebhusayithi yakho futhi uhlaziye idatha ukuze ubone amathuba okuthuthukisa.
- I-Yandex Direct: Le nkundla ikuvumela ukuthi udale futhi uphathe imikhankaso yokukhangisa ku-Yandex nakwamanye amawebhusayithi.
- I-Yandex Optimize: Leli thuluzi likuvumela ukuthi uhlole izici ezahlukahlukene zewebhusayithi yakho, njengamakhasi okufika nezikhangiso, ukuze ubone ukuthi yiziphi eziguqula kakhulu.
2. Yenza ukuguqulwa ukumaketha
I-Yandex ikunikeza inani lamathuluzi nezinsiza ukukusiza ukuthi udale isu lokuguqula elisebenzayo lokuthengisa.
- I-Yandex Metric: Leli thuluzi likuvumela ukuthi ulandelele ukuguqulwa futhi ukhombe amathuba okuthuthukisa.
- I-Yandex Direct: Le nkundla ikuvumela ukuthi udale imikhankaso yokukhangisa eqondiswe kubasebenzisi okungenzeka ukuthi baguqule.
- I-Yandex Optimize: Leli thuluzi likuvumela ukuthi uhlole izici ezahlukahlukene zemikhankaso yakho yesikhangiso ukuze ubone ukuthi yiziphi ezikhiqiza ukuguqulwa okuningi.
Ukwengeza, i-Yandex inikezela ngezinsiza zemfundo eziningi ukukusiza ukuthi ufunde ukusebenzisa amathuluzi nezinsiza zayo ukwandisa ukuguqulwa nokwenza ukukhangisa kokuguqulwa.
Nazi ezinye izibonelo zendlela i-Yandex engakusiza ngayo ukufeza izinhloso zebhizinisi lakho:
- Inkampani ye-e-commerce ingasebenzisa i-Yandex Metrica ukuhlonza amagama angukhiye akhiqiza ithrafikhi eningi kuwebhusayithi yayo. Bese, ingasebenzisa i-Yandex Direct ukuze idale imikhankaso yokukhangisa eqondise kulawo magama osesho.
- Ibhizinisi lesevisi lingasebenzisa i-Yandex Optimize ukuhlola amafomethi ezikhangiso ahlukene ukuze libone ukuthi yimaphi akhiqiza imikhondo eminingi.
- Inkampani yezobuchwepheshe ingasebenzisa i-Yandex Metrica ukuze ilandelele ukuguqulwa kokuthenga. Bese, ingasebenzisa i-Yandex Direct ukuze idale imikhankaso yokukhangisa eqondiswe kubasebenzisi okungenzeka bathenge imikhiqizo yayo.
Ekugcineni, ukukhetha ukusebenzisa i-Yandex noma i-Google ukuze kwandiswe ukuguqulwa nokwenza ukuguqulwa kwemakethe kuncike ezintweni eziningi, okuhlanganisa isabelomali sakho, izethameli eziqondiwe nezinjongo zebhizinisi.
Izinzuzo ezithile zokusebenzisa i-Yandex ukukhulisa ukuguqulwa nokwenza ukuguqulwa kwemakethe:
- I-Yandex iyinjini yokusesha esetshenziswa kakhulu eRussia, enesabelo semakethe esingu-68,15%. Lokhu kusho ukuthi imikhankaso yakho yokukhangisa inethuba lokubonwa izethameli zomhlaba wonke.
- I-Yandex inikeza inani lamathuluzi nezinsiza eziqondene nemakethe yaseRussia. Isibonelo, i-Yandex Metrica inikeza ukusebenza kokulandelela ukuguqulwa kuma-ruble aseRussia.
- I-Yandex kulula ukuyisebenzisa. Amathuluzi nezinsiza ze-Yandex zakhelwe ukuthi zibe lula ukuzisebenzisa, ngisho nakubakhangisi abasafufusa.
- I-Yandex ilula. I-Yandex inikeza izinketho eziningi zentengo ezikuvumela ukuthi uthole uhlelo oluhambisana nesabelomali sakho.
isiphetho
I-Yandex inikezela ngenani lezinzuzo ezingakusiza ukuthi ukhulise ukuguqulwa futhi wenze ukuguqulwa kwemakethe. Ikakhulukazi uma izethameli zakho eziqondisiwe zitholakala eRussia noma emazweni ayengaphansi kweSoviet Union.
Storia
Umlando we-Yandex
I-Yandex yinkampani yezobuchwepheshe yaseRussia eyasungulwa ngo-1997 ngu-Arkady Volozh no-Ilya Segalovich. Le nkampani yaqala njengenjini yokusesha, kodwa namuhla inikeza izinhlobonhlobo zemikhiqizo namasevisi, kuhlanganise:
- Injini yokusesha
- I-imeyili
- Amamephu
- I-Traduzione
- Ukukhangisa
Umlando we-Yandex nemikhiqizo yayo ukukhulisa ukuguqulwa kwezinhloso zebhizinisi zamakhasimende
I-Yandex inomlando omude wokusiza izinkampani zandise ukuguqulwa kwezinhloso zebhizinisi zamakhasimende. Le nkampani yaqala ukunikeza amathuluzi okumaketha kwedijithali nezinsiza ngo-2002, ngokwethulwa kweYandex Direct. I-Direct iyinkundla yokukhangisa yokukhokha ngokuchofoza okukodwa evumela amabhizinisi ukuthi afinyelele izethameli zomhlaba wonke ngezikhangiso zawo.
Ngokuhamba kweminyaka, i-Yandex iqhubekile nokutshala imali kumathuluzi okuthengisa wedijithali nezinsiza. Ngo-2007, i-Yandex yethula i-Yandex Metrica, isevisi yokuhlaziya iwebhu evumela izinkampani ukuthi zilandelele ithrafikhi kuwebhusayithi yazo futhi zihlaziye idatha ukuze zibone amathuba okuthuthukisa. Ngo-2012, i-Yandex yethula i-Yandex Optimize, isevisi yokuhlola ye-A/B evumela amabhizinisi ukuthi ahlole izici ezihlukene zewebhusayithi yabo ukuze abone ukuthi yiziphi ezikhiqiza ukuguqulwa okuningi.
Ngenxa yokutshalwa kwezimali kwe-Yandex ekukhangiseni okudijithali, amabhizinisi anamathuluzi ahlukahlukene nezisetshenziswa ezitholakalayo ukuze awasize akhulise ukuguqulwa kwezinhloso zebhizinisi zamakhasimende awo.
Nazi ezinye izibonelo zokuthi i-Yandex isize kanjani amabhizinisi ukuthi akhulise ukuguqulwa:
- Inkampani ye-e-commerce isebenzise i-Yandex Direct ukukhulisa ukuthengisa ngo-20%.
- Inkampani yesevisi isebenzise i-Yandex Metrica ukuthuthukisa izinga lokuguqulwa kwewebhusayithi yayo ngo-15%.
- Inkampani yezobuchwepheshe isebenzise i-Yandex Optimize ukuhlola amafomethi ezikhangiso ahlukene ukuze yenyuse ukuguqulwa komthofu ngo-25%.
Umlando we-Yandex nemikhiqizo yayo yokuguqula ukumaketha
I-Yandex iphinde ibe nomlando omude wokusiza amabhizinisi ukuthi enze ama-conversion marketing. Le nkampani yaqala ukunikeza amathuluzi okuthengisa okuguqula kanye nezinsiza ngo-2009, ngokwethulwa kweYandex Conversion Tracking. I-Conversion Tracking iyisevisi evumela izinkampani ukuthi zilandelele ukuguqulwa kuwebhusayithi yazo.
Ngokuhamba kweminyaka, i-Yandex iqhubekile nokutshala imali ekuguquleni ukumaketha. Ngo-2012, i-Yandex yethula i-Yandex Analytics Goals, isevisi evumela izinkampani ukuthi zichaze imigomo yokuguqulwa yewebhusayithi yazo. Ngo-2014, i-Yandex yethula i-Yandex Optimize, isevisi yokuhlola ye-A/B evumela izinkampani ukuthi zihlole izici ezihlukene zemikhankaso yazo yokuguqula ukuthengisa.
Ngenxa yokutshalwa kwezimali kwe-Yandex ekuguquleni ukumaketha, amabhizinisi anamathuluzi ahlukahlukene nezinsiza ezitholakalayo ukuze awasize adale amasu okuguqula asebenzayo.
Nazi ezinye izibonelo zokuthi i-Yandex izisize kanjani izinkampani ukuthi zenze ukuguqulwa kwemakethe:
- Inkampani ye-e-commerce isebenzise i-Yandex Conversion Tracking ukuze ikhombe amakhasi okufika abekhiqiza ukuguqulwa okuningi.
- Inkampani yesevisi isebenzise i-Yandex Analytics Goals ukuze ichaze imigomo yokuguqulwa yewebhusayithi yayo.
- Inkampani yobuchwepheshe isebenzise i-Yandex Optimize ukuze ihlole amafomethi ezikhangiso ahlukene ukuze yandise ukuguqulwa kokuthenga.
isiphetho
I-Yandex inikeza inani lamathuluzi nezinsiza ezingasiza amabhizinisi akhuphule ukuguqulwa futhi enze ukuthengisa kokuguqulwa. Imikhiqizo nezinsizakalo ze-Yandex zenzelwe ukuthi zibe lula futhi zisebenziseke kalula, okuzenza zibe yisinqumo esihle kumabhizinisi abo bonke osayizi.
Kungani
Kunezizathu ezimbalwa zokuthi kungani ukwenza ibhizinisi ku-Yandex ukwandisa ukuguqulwa futhi wenze ukuguqulwa kokuthengisa:
**1. ** I-Yandex iyinjini yokusesha esetshenziswa kakhulu eRussia, enesabelo semakethe esingu-68,15%. Lokhu kusho ukuthi uma izethameli zakho eziqondiwe zitholakala e-Russia noma emazweni ayengaphansi kwe-Soviet Union, ukufinyelela izithameli eziningi ngezikhangiso zakho kulula ku-Yandex kunakwezinye izinjini zokusesha.
**2. ** I-Yandex inikeza inani lamathuluzi nezinsiza eziqondene nemakethe yaseRussia. Isibonelo, i-Yandex Metrica inikeza ukusebenza kokulandelela ukuguqulwa kwama-ruble aseRussia. Lokhu kungaba usizo ezinkampanini ezifuna ukukala i-ROI yemikhankaso yazo yokumaketha ku-Yandex.
**3. ** I-Yandex kulula ukuyisebenzisa. Amathuluzi nezinsiza ze-Yandex zakhelwe ukuthi zibe lula ukuzisebenzisa, ngisho nakubakhangisi abasafufusa. Lokhu kungaba usizo kumabhizinisi angenaso isabelomali esikhulu sokumaketha kwedijithali.
**4. ** I-Yandex ilula. I-Yandex inikeza izinketho eziningi zentengo ezikuvumela ukuthi uthole uhlelo oluhambisana nesabelomali sakho. Lokhu kungaba usizo kumabhizinisi anesabelomali esilinganiselwe sokumaketha kwedijithali.
Nazi ezinye izibonelo zokuthi ukwenza ibhizinisi ku-Yandex kungasiza kanjani ukukhulisa ukuguqulwa kanye nokwenza ukuguqulwa kwemakethe:
- Inkampani ye-e-commerce ingasebenzisa i-Yandex Direct ukuze idale imikhankaso yokukhangisa eqondiswe kubasebenzisi okungenzeka bathenge imikhiqizo yayo.
- Inkampani yesevisi ingasebenzisa i-Yandex Metrica ukuze ilandelele ukuguqulwa komthofu futhi ikhombe amathuba okuthuthukisa.
- Inkampani yobuchwepheshe ingasebenzisa i-Yandex Optimize ukuhlola amafomethi ezikhangiso ahlukene ukuze yandise ukuguqulwa kokuthengisa.
Ekugcineni, isinqumo sokwenza ibhizinisi ku-Yandex sincike ezintweni eziningi, okuhlanganisa izethameli eziqondiwe, isabelomali kanye nezinhloso zebhizinisi. Kodwa-ke, uma izethameli zakho eziqondiwe zitholakala e-Russia noma emazweni ayengaphansi kwe-Soviet Union, i-Yandex ingaba yinketho ephumelelayo yokwandisa ukuguqulwa nokwenza ukukhangisa ngenguquko.
Esikunikezayo
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