Mashandisirwo eKuchengeta muApp muMhepo

Kuchengeta mushandisi mune mobile application isainzi yakazara. Munyori wekosi akatsanangura nheyo dzayo mune yedu chinyorwa paVC.ru Kukura Kubira: nharembozha app analytics Maxim Godzi, Mukuru weChidzidzo cheMichina paApp in the Air. Maxim anotaura nezve maturusi akagadzirwa mukambani achishandisa muenzaniso webasa pakuongorora uye optimization ye mobile application. Iyi yakarongeka nzira yekuvandudza chigadzirwa, yakagadziridzwa muApp in the Air, inonzi Retentioneering. Unogona kushandisa zvishandiso izvi muchigadzirwa chako: mamwe acho ari mukati kuwana mahara paGitHub.

App in the Air application ine vanopfuura mamirioni matatu vashandisi vanoshanda pasirese, iyo iwe yaunogona kuteedzera ndege, kuwana ruzivo nezve shanduko yekusimuka / yekumhara nguva, kutarisa-mukati uye hunhu hwenhandare yendege.

Kubva panzira kuenda kunzira

Zvikwata zvese zvekusimudzira zvinovaka iyo onboarding funnel (maitiro akanangana nekugamuchirwa kwemushandisi wechigadzirwa). Iri ndiro danho rekutanga rinokubatsira kuti utarise iyo yese system kubva kumusoro uye uwane matambudziko ekushandisa. Asi sezvo chigadzirwa chinokura, iwe unozonzwa miganhu yeiyi nzira. Uchishandisa funnel yakapusa, haugone kuona zvisiri pachena nzvimbo dzekukura dzechigadzirwa. Chinangwa chefunnel ndechekupa kutarisa kwese pamatanho evashandisi mukushandisa, kukuratidza metrics ezvakajairwa. Asi iyo funnel inovanza zvine hungwaru kutsauka kubva kune yakajairwa kuenda kumatambudziko ari pachena kana, pane zvinopesana, yakakosha mushandisi chiitiko.

PaApp in the Air, isu takavaka yedu funnel, asi nekuda kweiyo chaiyo chigadzirwa, takazopedzisira tave nehourglass. Ipapo takasarudza kuwedzera nzira uye kushandisa ruzivo rwakapfuma iyo iyo application pachayo inotipa.

Kana iwe ukavaka faniro, unorasikirwa nemushandisi paboarding trajectories. Trajectories dzinosanganisira kutevedzana kwezviito nemushandisi uye mashandisirwo acho (semuenzaniso, kutumira chiziviso chekusundidzira).

Uchishandisa timestamps, unogona nyore kugadzirazve mushandisi trajectory uye kugadzira girafu kubva mairi kune yega yega. Zvechokwadi, kune magirafu akawanda. Naizvozvo, iwe unofanirwa kuunganidza vashandisi vakafanana. Semuenzaniso, unogona kuronga vese vashandisi nemitsara yematafura uye kunyora kuti kangani ivo vanoshandisa rimwe basa.

Zvichienderana netafura yakadai, takagadzira matrix uye takaisa vashandisi mumapoka nekuwanda kwekushandiswa kwemabasa, ndiko kuti, nemanodhi mugirafu. Iyi inowanzova nhanho yekutanga kuenda kune nzwisiso: semuenzaniso, padanho rino iwe uchaona kuti vamwe vashandisi havashandise mamwe emabasa zvachose. Patakaita ongororo yenguva zhinji, takatanga kudzidza kuti ndeapi node mugirafu ndiyo "yakakura", ndiko kuti, mapeji anoshanyira kazhinji. Zvikamu zvakasiana zvakanyanya zvinoenderana nechimwe chirevo chakakosha kwauri chinosimbiswa pakarepo. Pano, semuenzaniso, pane mapoka maviri evashandisi atakakamura zvichienderana nesarudzo yekunyoreswa (paive nemapoka gumi nematanhatu pamwe chete).

Mashandisiro acho

Nekutarisa vashandisi vako nenzira iyi, unogona kuona kuti ndeapi maficha aunoshandisa kuvachengeta kana, semuenzaniso, kuita kuti vanyore. Nomuzvarirwo, iyo matrix icharatidzawo zvinhu zviri pachena. Semuenzaniso, kuti avo vakatenga kunyoreswa vakashanyira chinyorwa chekunyoresa. Asi kunze kweizvi, iwe unogona zvakare kuwana mapatani aungadai usina kumboziva nezvawo neimwe nzira.

Saka isu takangoerekana tawana boka revashandisi vanowedzera ndege, vachiitevera zuva rese uye vobva vanyangarika kwenguva yakareba kudzamara vabhururukira kumwezve. Kana tikaongorora maitiro avo tichishandisa maturusi akajairwa, taizofunga kuti havana kugutsikana nekushanda kwechishandiso: tingatsanangure seizve kuti vakaishandisa kwezuva rimwe uye havana kuzombodzoka. Asi nerubatsiro rwemagirafu takaona kuti anoshanda zvakanyanya, kungoti zvese zvavanoita zvinokwana muzuva rimwe.

Iye zvino basa redu guru nderekukurudzira mushandisi akadaro kuti abatanidze kuchirongwa chekuvimbika kwendege paanenge achishandisa nhamba dzedu. Muchiitiko ichi, tichaunza kunze kwese ndege dzaanotenga uye toedza kumusundidzira kuti anyore kana angotenga tikiti idzva. Kuti tigadzirise dambudziko iri, takatangawo kushandira pamwe neAviasales, Svyaznoy.Travel uye mamwe maapplication. Kana mushandisi wavo atenga tikiti, iyo app inovakurudzira kuti vawedzere ndege kuApp in the Air, uye tinozviona ipapo ipapo.

Kutenda kune girafu, takaona kuti 5% yevanhu vanoenda kune yekunyoreswa skrini inokanzura. Takatanga kuongorora nyaya dzakadai, uye takaona kuti kune mushandisi anoenda kune peji rekutanga, anotanga kubatana kweGoogle account yake, uye pakarepo anoibvisa, anosvika kune peji rekutanga zvakare, uye zvichingodaro kana. Pakutanga takafunga kuti, "Pane chimwe chinhu chisina kumira zvakanaka pamushandisi uyu." Uye ipapo takaona kuti, kazhinji, pakanga paine bug mukushandisa. Mune faniro, izvi zvinodudzirwa sezvizvi: mushandisi haana kufarira seti yemvumo inokumbirwa neapp, akabva aenda.

Rimwe boka raive ne5% yevashandisi vanorasika pachiratidziri apo iyo app inovakurudzira kuti vasarudze imwe kubva kune ese ekarenda mapurogiramu pane yavo smartphone. Vashandisi vaizosarudza makarenda akasiyana kakawanda uyezve vobva vangobuda muapp. Zvinoitika kuti paive nenyaya yeUX: mushure mekunge munhu asarudza karenda, vaifanira kudzvanya Done mukona yekurudyi. Kungoti havasi vese vashandisi vakazviona.

Yekutanga skrini yeApp in the Air

Mugirafu yedu, takaona kuti vangangosvika makumi matatu muzana yevashandisi havapfuuri skrini yekutanga: izvi zvinokonzerwa nekuti isu tine hukasha mukusundidzira mushandisi kunyoresa. Pane yekutanga skrini, iyo app inokukurudzira kuti unyore uchishandisa Google kana Triplt, uye hapana ruzivo nezve kusvetuka kunyoresa. Kune avo vanosiya skrini yekutanga, 30% yevashandisi vanodzvanya "Zvimwe" uye vadzoke zvakare. Isu takaona kuti vari kutsvaga nzira yekunyoresa mukati mune application uye isu tichaiburitsa mune inotevera update. Mukuwedzera, 16/2 yeavo vanobva pakarepo havadzvanyi chero chinhu zvachose. Kuti tizive zviri kuitika kwavari, takagadzira heatmap. Zvinoitika kuti vatengi vari kudzvanya pane rondedzero yeapp maficha asiri anodzvanywa ma link.

Bata micro-nguva

Iwe unogona kazhinji kuona vanhu vachitsika nzira pedyo nemugwagwa weasphalt. Retentioneering kuedza kutsvaga nzira idzi uye, kana zvichibvira, shandura migwagwa.

Ehe, zvakaipa kuti tinodzidza kubva kuvashandisi chaivo, asi zvirinani isu takatanga kutevedzera otomatiki mapatani anoratidza dambudziko remushandisi mukushandisa. Iye zvino maneja wechigadzirwa anogamuchira zviziviso zveemail kana nhamba huru ye "loops" ikaitika-kana mushandisi anodzokera kuchiratidziro chimwechete kakawanda.

Ngatitarisei kuti ndeapi mapatani mumashandisi emushandisi anowanzo kunakidza kutarisa kuti aongorore matambudziko uye nzvimbo dzekukura dzechishandiso:

• Loops uye kutenderera. Zvishwe zvadudzwa pamusoro apa ndipo apo chimwe chiitiko chinodzokororwa munzira yemushandisi, semuenzaniso, kalenda-karenda-karenda-karenda. Lop ine kudzokorora kwakawanda chiratidzo chakajeka chedambudziko re interface kana kusakwana kwekumaka chiitiko. Kutenderera zvakare kwakavharwa trajectory, asi kusiyana ne loop inosanganisira zvinopfuura chimwe chiitiko, semuenzaniso: kuona nhoroondo yekubhururuka - kuwedzera ndege - kuona nhoroondo yekubhururuka.
• Flowstoppers - kana mushandisi, nekuda kwechimwe chipingamupinyi, asingakwanise kuenderera mberi nekufamba kwaanoda kuburikidza nekushandisa, semuenzaniso, skrini ine interface isingaonekwe kune mutengi. Zviitiko zvakadaro zvinononoka uye zvinoshandura nzira yevashandisi.
• Bifurcation mapoinzi zviitiko zvakakosha mushure meiyo nzira dzevatengi dzemhando dzakasiyana dzakaparadzaniswa. Kunyanya, aya masikirini asina shanduko yakananga kana kushevedzera-ku-chiito kune chinotangwa chiitiko, zvinobudirira kusundira vamwe vashandisi kwairi. Semuyenzaniso, chimwe chidzitiro chisingaenderane nekutenga zvirimo muchirongwa, asi icho vatengi vanoda kutenga kana kusatenga zvirimo, zvinozoita zvakasiyana. Bifurcation mapoinzi anogona kuve mapoinzi epesvedzero pane zviito zvevashandisi vako nechiratidzo chekuwedzera - vanogona kukanganisa sarudzo yekutenga kana kudzvanya, kana minus sign - vanogona kuona kuti mushure mematanho mashoma mushandisi achasiya application.
• Aborted conversion points angangove mabifurcation points. Unogona kufunga nezvavo semasikirini anogona kukurudzira chiito chechinangwa, asi usadaro. Izvi zvinogona zvakare kuve poindi panguva iyo mushandisi ane chinodiwa, asi isu hatizvigutse nekuti isu hatingoziva nezvazvo. Kuongorora kwetrajectory kunofanira kubvumira izvi kuti zvionekwe.
• Inovhiringidza nzvimbo - skrini / pop-ups iyo isingape kukosha kumushandisi, haikanganise shanduko uye inogona "kufivha" trajectories, kukanganisa mushandisi kubva kune chinangwa zviito.
• Mabofu mapoinzi akavanzika mapoinzi ekushandisa, zviratidziro uye maficha akaomesesa kuti mushandisi asvike.
• Madhiri - mapoinzi panobuda traffic

Kazhinji, nzira yemasvomhu yakatibvumira kuti tinzwisise kuti mutengi anoshandisa chishandiso nenzira yakasiyana zvachose kupfuura iyo mamaneja echigadzirwa anowanzo funga kana achiedza kuronga imwe yakajairwa mashandisiro emushandisi. Kugara muhofisi uye kuenda kumisangano inotonhorera yechigadzirwa, zvichiri kunetsa kufungidzira ese akasiyana echokwadi emunda mamiriro umo mushandisi achagadzirisa matambudziko ake achishandisa application.

Izvi zvinondifungisa jee guru. Muedzi anopinda mubhawa uye anoraira: girazi redoro, 2 magirazi edoro, 0 magirazi edoro, 999999999 magirazi edoro, dzvinyu mugirazi, -1 girazi redoro, qwertyuip magirazi edoro. Mutengi chaiye wekutanga anopinda mubhawa obvunza kuti chimbuzi chiripi. Bhawa rinoputika nemoto uye munhu wese anofa.

Vaongorori vezvigadzirwa, vakanyura zvakanyanya mudambudziko iri, vakatanga kuunza pfungwa ye micromoment. Mushandisi wemazuva ano anoda mhinduro yekukurumidza kudambudziko ravo. Google yakatanga kutaura nezve izvi makore mashoma apfuura: iyo kambani yakadana akadaro mushandisi zviito micro-nguva. Mushandisi anovhiringika, anovhara application netsaona, haanzwisise zvinodikanwa kwaari, anopinda zvakare mushure mezuva, anokanganwa zvakare, obva atevera chinongedzo chaakatumirwa neshamwari mutumwa. Uye ese masesheni aya anogona kugara asingapfuure masekonzi makumi maviri.

Saka takatanga kuedza kumisa basa rebasa rekutsigira kuitira kuti vashandi vanzwisise kuti dambudziko raiva rei munguva chaiyo. Nenguva iyo munhu anouya kune peji yekutsigira uye anotanga kunyora mubvunzo wake, tinogona kuziva chinangwa chechinetso, tichiziva nzira yake - zviitiko zvekupedzisira zve100. Kare, isu takaita otomatiki kugovera kwese zvikumbiro zvekutsigira muzvikamu tichishandisa ML ongororo yezvinyorwa zvezvikumbiro zvekutsigira. Pasinei nekubudirira kwekuronga, kana 87% yezvikumbiro zvese zvakagovaniswa mune chimwe chezvikamu gumi nenhatu, ibasa nematrajectories anogona kungowana mhinduro yakanyatsokodzera mamiriro emushandisi.

Hatigone kuburitsa zvigadziriso nekukurumidza, asi isu tinokwanisa kuona dambudziko uye, kana mushandisi akateedzera mamiriro atatoona, mutumire ziviso yekusundidzira.

Isu tinoona kuti basa rekugadzirisa application rinoda maturusi akapfuma ekudzidza matrajectories evashandisi. Kupfuurirazve, uchiziva nzira dzese dzinotorwa nevashandisi, unogona kugadzira nzira dzinodiwa, uye nerubatsiro rwezvakagadziridzwa zvemukati, kusunda zviziviso uye adaptive UI zvinhu "neruoko" zvinotungamira mushandisi kune zvakanangwa zviito zvinonyatsoenderana nezvido zvake uye kuunza mari. , data uye humwe kukosha kwebhizinesi rako.

Chii chekucherechedza

• Kudzidza kushandurwa kwemushandisi chete uchishandisa mafunnels semuenzaniso zvinoreva kurasikirwa neruzivo rwakapfuma rwatinopihwa neapp.

• Kudzoreredza kuongororwa kwemushandisi trajectories pamagirafu kunokubatsira kuona kuti ndeapi maficha aunoshandisa kuchengetedza vashandisi kana, semuenzaniso, kuvakurudzira kunyoresa.
• Maturusi ekuchengetedza anobatsira otomatiki, munguva chaiyo, kuronda mapatani anoratidza matambudziko emushandisi mukushandisa, tsvaga uye kuvhara tsikidzi pazvainetsa kuona.

• Ivo vanobatsira kuwana zvisiri pachena maitiro emushandisi maitiro.

• Maturusi ekuchengetedza anoita kuti zvikwanise kuvaka otomatiki eML maturusi ekufanotaura zviitiko zvakakosha zvemushandisi uye metrics: kurasikirwa kwemushandisi, LTV uye mamwe akawanda metrics anotemerwa zviri nyore pagirafu.

Tiri kuvaka nharaunda yakatenderedza Retentioneering yekutsinhana kwemahara kwemazano. Unogona kufunga nezvezvishandiso zvatiri kugadzira semutauro umo vaongorori uye zvigadzirwa kubva kwakasiyana nhare uye webhu maapplication anogona kuchinjana ruzivo, nzira dzakanakisa uye nzira. Iwe unogona kudzidza mashandisiro ezvishandiso izvi mukosi Kukura Kubira: nharembozha app analytics Binary District.

Source: www.habr.com