Indlela uGcina iSebenziswa ngayo kwi-App esemoyeni

Ukugcina umsebenzisi kwisicelo esiphathwayo yisayensi epheleleyo. Umbhali wekhosi uchaze iziseko zayo kwinqaku lethu kwiVC.ru Ukukhula kweHacking: uhlalutyo lwe-app yeselula UMaxim Godzi, iNtloko yeSifundo soomatshini kwi-App esemoyeni. UMaxim uthetha ngezixhobo eziphuhliswe kwinkampani esebenzisa umzekelo womsebenzi ekuhlalutyeni nasekuphuculeni isicelo seselula. Le ndlela icwangcisiweyo yokuphucula imveliso, ephuhliswe kwi-App in the Air, ibizwa ngokuba yi-Retentioneering. Ungasebenzisa ezi zixhobo kwimveliso yakho: ezinye zazo zingaphakathi ukufikelela simahla kwiGitHub.

I-App esemoyeni sisicelo esinabasebenzisi abasebenzayo abangaphezu kwezigidi ezi-3 kwihlabathi liphela, onokuthi ngalo ulandelele iinqwelomoya, ufumane ulwazi malunga notshintsho lokuhamba / amaxesha okufika, ukungena kunye neempawu zesikhululo seenqwelomoya.

Ukusuka kwi-funnel ukuya kwi-trajectory

Onke amaqela aphuhlisayo akha i-funnel onboarding (inkqubo ejolise ekwamkelweni komsebenzisi kwemveliso). Eli linyathelo lokuqala elikunceda ukuba ujonge yonke inkqubo ukusuka phezulu kwaye ufumane iingxaki zesicelo. Kodwa njengoko imveliso ikhula, uya kuziva imida yale ndlela. Ukusebenzisa ifaneli elula, awukwazi ukubona iindawo zokukhula ezingacacanga zemveliso. Injongo yefunnel kukunika ukujonga ngokubanzi kwizigaba zabasebenzisi kwisicelo, ukukubonisa i-metrics yesiqhelo. Kodwa i-funnel iya kufihla ngobulumko ukuphambuka kwisiqhelo ukuya kwiingxaki ezicacileyo okanye, ngokuchaseneyo, umsebenzi okhethekileyo wabasebenzisi.

Kwi-App esemoyeni, sizakhele eyethu ifanitshala, kodwa ngenxa yeenkcukacha zemveliso, sagqiba nge-hourglass. Emva koko siye sagqiba ekubeni sandise indlela kwaye sisebenzise ulwazi olutyebileyo olusinika lona isicelo ngokwalo.

Xa usakha ifaneli, uphulukana neendlela zokukhwela. IiTrajectories zibandakanya ulandelelwano lwezenzo ngumsebenzisi kunye nesicelo ngokwaso (umzekelo, ukuthumela isaziso sokutyhala).

Usebenzisa izitampu zexesha, unokwakha kwakhona i-trajectory yomsebenzisi ngokulula kwaye wenze igrafu ngayo nganye kuzo. Ewe, zininzi iigrafu. Ke ngoko, kufuneka udibanise abasebenzisi abafanayo. Umzekelo, unokucwangcisa bonke abasebenzisi ngemigca yetafile kwaye udwelise ukuba bawusebenzisa kangaphi umsebenzi othile.

Ngokusekwe kwitheyibhile enjalo, senze i-matrix kwaye sahlula abasebenzisi ngokuphindaphindiweyo kokusetyenziswa kwemisebenzi, oko kukuthi, ngeenodi kwigrafu. Oku kuqhelekile ukuba linyathelo lokuqala eliya kwiimbono: umzekelo, sele ukweli nqanaba uya kubona ukuba abanye abasebenzisi abayisebenzisi yonke imisebenzi. Xa sisenza uhlalutyo lokuphindaphinda, saqala ukufunda ukuba zeziphi iinodi kwigrafu “ezona zinkulu”, oko kukuthi, ngawaphi amaphepha abawatyelela rhoqo abasebenzisi. Iindidi ezahluke kakhulu ngokwemigaqo ethile ebalulekileyo kuwe ziphawulwa ngoko nangoko. Apha, umzekelo, ngamaqela amabini abasebenzisi esiye sabahlula ngokusekelwe kwisigqibo sobhaliso (bekukho 16 amaqela ewonke).

Indlela yokuyisebenzisa

Ngokujonga abasebenzisi bakho ngale ndlela, unokubona ukuba zeziphi iimpawu ozisebenzisayo ukuzigcina okanye, umzekelo, ubafumane ukuba babhalise. Ngokwemvelo, i-matrix iya kubonisa izinto ezicacileyo. Umzekelo, ukuba abo bathenge umrhumo bandwendwela isikrini sobhaliso. Kodwa ngaphandle koku, unokufumana iipateni ongenakuze wazi ngazo ngenye indlela.

Ke sifumene ngempazamo iqela labasebenzisi abongeza inqwelomoya, bayilandelele ngenkuthalo imini yonke kwaye banyamalale ixesha elide bade babhabhe kwenye indawo kwakhona. Ukuba sihlalutye indlela abaziphatha ngayo sisebenzisa izixhobo eziqhelekileyo, sinokucinga ukuba abanelisekanga kukusebenza kwesicelo: singayichaza njani enye into yokuba bayisebenzise usuku olunye kwaye abazange babuye. Kodwa ngoncedo lweegrafu sabona ukuba zisebenza kakhulu, yinto nje yokuba yonke imisebenzi yabo ingena kusuku olunye.

Ngoku umsebenzi wethu ophambili kukukhuthaza umsebenzisi onjalo ukuba aqhagamshelane nenkqubo yokunyaniseka yenkampani yakhe yomoya ngelixa esebenzisa izibalo zethu. Kule meko, siya kungenisa zonke iinqwelomoya azithengayo kwaye sizame ukumtyhala ukuba abhalise ngokukhawuleza akuba ethenge itikiti elitsha. Ukusombulula le ngxaki, saqala ukusebenzisana ne-Aviasales, Svyaznoy.Travel kunye nezinye izicelo. Xa umsebenzisi wabo ethenga itikiti, i-app iyabakhuthaza ukuba bongeze indiza kwi-App emoyeni, kwaye siyibona ngoko nangoko.

Enkosi kwigrafu, sabona ukuba i-5% yabantu abaya kwiscreen sobhaliso bayayirhoxisa. Saqala ukuhlalutya iimeko ezinjalo, kwaye sabona ukuba kukho umsebenzisi oya kwiphepha lokuqala, uqalise uqhagamshelo lweakhawunti yakhe kaGoogle, kwaye kwangoko uyacima, ufike kwiphepha lokuqala kwakhona, njalo njalo kane. Ekuqaleni besicinga ukuba, "Kukho into engalunganga ngalo msebenzisi." Kwaye ke siye saqonda ukuba, kunokwenzeka, bekukho ibug kwisicelo. Kwi-funnel, oku kuya kuchazwa ngolu hlobo lulandelayo: umsebenzisi akazange athande isethi yeemvume ezicelwa isicelo, kwaye wahamba.

Elinye iqela laline-5% yabasebenzisi abalahlekileyo esikrinini apho usetyenziso lubakhuthaza ukuba bakhethe enye kuzo zonke ii-apps zekhalenda kwi-smartphone yabo. Abasebenzisi bangakhetha iikhalenda ezahlukeneyo ngokuphindaphindiweyo kwaye baphume ngokulula kwi-app. Kwavela ukuba kukho umba we-UX: emva kokuba umntu ekhethe ikhalenda, kuye kwafuneka bacofe uQedile kwikona ephezulu ngasekunene. Kuphela nje asingabo bonke abasebenzisi abayibonayo.

Isikrini sokuqala se-App emoyeni

Kwigrafu yethu, sibonile ukuba malunga ne-30% yabasebenzisi abagqithi ngaphaya kwesikrini sokuqala: oku kungenxa yokuba sinoburharha ekutyhaleni umsebenzisi ukuba abhalise. Kwisikrini sokuqala, i-app ikukhuthaza ukuba ubhalise usebenzisa iGoogle okanye i-Triplt, kwaye akukho lwazi malunga nokutsiba ukubhalisa. Kwabo bashiya isikrini sokuqala, i-16% yabasebenzisi bacofa "Ngakumbi" kwaye babuyele kwakhona. Sifumene ukuba bafuna indlela yokubhalisa ngaphakathi kwisicelo kwaye siya kuyikhulula kuhlaziyo olulandelayo. Ukongeza, i-2/3 yabo bahamba ngokukhawuleza abacofa nantoni na. Ukuze sazi ukuba kwenzeka ntoni kubo, sakha imaphu yokufudumala. Kuyavela ukuba abathengi bacofa kuluhlu lweempawu ze-app ezingaqhawukiyo.

Thatha umzuzu omncinci

Uhlala ubona abantu benyathela iindlela ecaleni kwendlela ye asphalt. Ukugcinwa kumzamo wokufumana ezi ndlela kwaye, ukuba kunokwenzeka, utshintshe iindlela.

Ewe kunjalo, kubi ukuba sifunde kubasebenzisi bokwenyani, kodwa ubuncinci saqala ukulandelela ngokuzenzekelayo iipateni ezibonisa ingxaki yomsebenzisi kwisicelo. Ngoku umphathi wemveliso ufumana izaziso ze-imeyile ukuba inani elikhulu le "loops" lenzeka-xa umsebenzisi ebuyela kwisikrini esifanayo ngokuphindaphindiweyo.

Makhe sijonge ukuba zeziphi iipateni kwiindlela zabasebenzisi ezinomdla ngokubanzi ukujonga ukuhlalutya iingxaki kunye neendawo zokukhula kwesicelo:

• Iiluphu kunye nemijikelo. Ezi lutshi zikhankanywe apha ngasentla kuxa isiganeko esinye siphinda kwi-trajectory yomsebenzisi, umzekelo, ikhalenda-ikhalenda-ikhalenda-ikhalenda. I-loop enokuphindaphinda okuninzi luphawu olucacileyo lwengxaki ye-interface okanye ukumakishwa kwesiganeko esinganelanga. Umjikelo kwakhona umzila ovaliweyo, kodwa ngokungafaniyo ne-loop ibandakanya isiganeko esingaphezulu kwesinye, umzekelo: ukubukela imbali yendiza - ukongeza indiza - ukubukela imbali yendiza.
• I-Flowstoppers - xa umsebenzisi, ngenxa yomqobo othile, akakwazi ukuqhubeka nentshukumo yakhe ayifunayo ngesicelo, umzekelo, isikrini esinonxibelelwano olungabonakaliyo kumxhasi. Iziganeko ezinjalo zinciphisa kwaye zitshintshe indlela yabasebenzisi.
• Amanqaku e-Bifurcation ziziganeko ezibalulekileyo emva kokuba iindlela zabathengi beentlobo ezahlukeneyo ziyahlukana. Ngokukodwa, ezi zizikrini ezingenalo utshintsho oluthe ngqo okanye ukubizela-esenzweni kwisenzo ekujoliswe kuso, ngokufanelekileyo ukutyhala abanye abasebenzisi ukuya kuyo. Umzekelo, esinye isikrini esinganxulumananga ngokuthe ngqo nokuthenga umxholo kwisicelo, kodwa apho abathengi batyekele ekuthengeni okanye ekungathengi umxholo, baya kuziphatha ngendlela eyahlukileyo. Amanqaku e-Bifurcation anokuba ngamanqaku empembelelo kwizenzo zabasebenzisi bakho kunye nomqondiso wokudibanisa - banokuphembelela isigqibo sokuthenga okanye ukucofa, okanye uphawu lwe-minus - banokumisela ukuba emva kwamanyathelo ambalwa umsebenzisi uya kushiya isicelo.
• Iindawo zoguqulo ezilahliweyo ziindawo ezinokubakho ze-bifurcation. Unokucinga ngazo njengezikrini ezinokuthi zibangele isenzo ekujoliswe kuso, kodwa ungenzi. Oku kunokuba linqaku ngexesha xa umsebenzisi enesidingo, kodwa asiyonelisi kuba asazi ngayo. Uhlalutyo lwendlela kufuneka luvumele le mfuno ukuba ichongwe.
• Indawo yokuphazamiseka - izikrini / ii-pop-ups ezingaboneleli ngexabiso kumsebenzisi, azichaphazeli ukuguqulwa kwaye ziyakwazi "ukufiphaza" iitrakthi, ukuphazamisa umsebenzisi kwizenzo ezijoliswe kuyo.
• Iindawo ezingaboniyo ngamanqaku afihliweyo esicelo, izikrini kunye neempawu ezinzima kakhulu kumsebenzisi ukufikelela kuzo.
• Imibhobho – iindawo apho izithuthi zivuza khona

Ngokubanzi, indlela yemathematika yasivumela ukuba siqonde ukuba umxhasi usebenzisa isicelo ngendlela eyahlukileyo ngokupheleleyo kunokuba abaphathi bemveliso bahlala becinga xa bezama ukucwangcisa imeko yokusetyenziswa esemgangathweni kumsebenzisi. Ukuhlala eofisini kunye nokuya kwiinkomfa zemveliso ezipholileyo, kusenzima kakhulu ukucinga zonke iindidi zeemeko zentsimi apho umsebenzisi uya kusombulula iingxaki zakhe usebenzisa isicelo.

Oku kundikhumbuza isiqhulo esikhulu. Umhloli uhamba kwi-bar kunye nemiyalelo: iglasi yebhiya, iiglasi ezi-2 zebhiya, iiglasi ze-0 zebhiya, i-999999999 iiglasi zebhiya, i-lizard kwiglasi, -1 iglasi yebhiya, i-qwertyuip iiglasi zebhiya. Umthengi wokuqala wokwenyani ungena ebharini aze abuze ukuba iphi indlu yangasese. Ibhayi igqabhuka ibe ngamadangatye kwaye wonke umntu uyafa.

Abahlalutyi beemveliso, bagxininiswe kakhulu kule ngxaki, baqala ukwazisa ingcamango ye-micromoment. Umsebenzisi wale mihla ufuna isisombululo esikhawulezileyo kwingxaki yabo. UGoogle waqala ukuthetha ngale nto kwiminyaka embalwa eyadlulayo: inkampani yabiza ezo zenzo zabasebenzisi zincinci. Umsebenzisi uyaphazamiseka, uvale ngengozi isicelo, akayiqondi into efunekayo kuye, ungene kwakhona emva kosuku, alibale kwakhona, aze alandele ikhonkco elithunyelwe ngumhlobo kumthunywa. Kwaye zonke ezi seshoni azikwazi ukuhlala ngaphezu kwemizuzwana engama-20.

Ngoko saqala ukuzama ukuseka umsebenzi wenkonzo yenkxaso ukuze abasebenzi baqonde ukuba yintoni ingxaki phantse ngexesha langempela. Ngethuba xa umntu efika kwiphepha lenkxaso kwaye eqala ukubhala umbuzo wakhe, sinokugqiba ingundoqo yengxaki, ukwazi umzila wakhe - iziganeko ze-100 zokugqibela. Ngaphambili, senza ngokuzenzekelayo ukuhanjiswa kwazo zonke izicelo zenkxaso kwiindidi zisebenzisa uhlalutyo lweML yeetekisi zezicelo zenkxaso. Nangona impumelelo yokwahlulahlula, xa i-87% yazo zonke izicelo zihanjiswa ngokuchanekileyo kwelinye leendidi ze-13, ngumsebenzi kunye neendlela ezinokuthi zifumane ngokuzenzekelayo isisombululo esifanelekileyo kwimeko yomsebenzisi.

Asikwazi ukukhulula uhlaziyo ngokukhawuleza, kodwa siyakwazi ukuqaphela ingxaki kwaye, ukuba umsebenzisi ulandela imeko esele siyibonile, mthumelele isaziso sokutyhala.

Siyabona ukuba umsebenzi wokuphucula usetyenziso ufuna izixhobo ezityebileyo zokufunda iindlela zabasebenzisi. Ngapha koko, ukwazi zonke iindlela ezithathwa ngabasebenzisi, unokuvula iindlela eziyimfuneko, kwaye ngoncedo lomxholo olungiselelweyo, izaziso zokutyhala kunye nezinto eziguquguqukayo ze-UI "ngesandla" zikhokelela umsebenzisi kwizenzo ekujoliswe kuzo ezihambelana neemfuno zakhe kwaye izise imali. , idatha kunye nezinye ixabiso kwishishini lakho.

Yintoni ekufuneka uyithathele ingqalelo

• Ukufunda uguqulo lwabasebenzisi kuphela usebenzisa iifuneli njengomzekelo kuthetha ukuphulukana nolwazi olutyebileyo esilunikwa sisicelo ngokwaso.

• Uhlalutyo lokugcinwa kweendlela zomsebenzisi kwiigrafu kunceda ukuba ubone ukuba zeziphi iimpawu ozisebenzisayo ukugcina abasebenzisi okanye, umzekelo, ubakhuthaze ukuba babhalise.
• Izixhobo zokugcina zinceda ngokuzenzekelayo, ngexesha lokwenyani, ukulandelela iipateni ezibonisa iingxaki zomsebenzisi kwisicelo, ukufumana kunye nokuvala iibhugi apho bekunzima ukuzibona.

• Banceda ekufumaneni iipatheni ezingabonakaliyo zokuziphatha kwabasebenzisi.

• Izixhobo zokugcina zenza kube lula ukwakha izixhobo zeML ezizenzekelayo zokuqikelela iziganeko eziphambili zomsebenzisi kunye neemetriki: ukulahlekelwa ngumsebenzisi, i-LTV kunye nezinye iimetriki ezininzi ezichazwe ngokulula kwigrafu.

Sakha uluntu olujikeleze iRetentioneering yotshintshiselwano lwasimahla lweembono. Unokucinga ngezixhobo esiziphuhlisayo njengolwimi apho abahlalutyi kunye neemveliso ezivela kwiinkqubo ezahlukeneyo zeselula kunye newebhu zinokutshintshiselana ngengqiqo, iindlela ezingcono kunye neendlela. Unokufunda ukusebenzisa ezi zixhobo kwikhosi Ukukhula kweHacking: uhlalutyo lwe-app yeselula ISithili seBhinary.

umthombo: www.habr.com