Ukubhukisha iPsychology ityhiliwe: Indlela yokuNciphisa ukhetho olulonyusa njani inqanaba lakho lokuqeshwa

Khawube nomfanekiso wakho ungena kwindawo yokutyela enamaphepha ali-15. Uchitha imizuzu engama-20 ujonga izinto onokukhetha kuzo, ukhula unxunguphele, kwaye ekugqibeleni uzinze kwinto elula-okanye embi kakhulu, uhamba ngaphandle koku-odola konke konke. Le nto inye yezengqondo iyonakalisa inkqubo yakho yokubhukisha ngoku. Inyaniso ephikisayo yeyokuba ukhetho oluninzi aluthethi ukubhukisha ngakumbi; bathetha ukukhubazeka okungaphezulu, ukulahlwa okungaphezulu, kunye nokuqeshwa okugqityiweyo okumbalwa. Kolu lwazi lunzulu lwesayikholoji yokubhukisha, siza kuphonononga ukuba kutheni ukwenza lula iinketho zakho kwandisa iinguquko, ingqondo iqhuba njani ukuthathwa kwezigqibo, kunye nezicwangciso ezisebenzayo onokuthi uziphumeze namhlanje ukuze ujike ukubhukisha kwakho ukusuka kumthombo wongquzulwano ukuya kumatshini wokuguqula.

INzululwazi yoKhetho oluKhethekileyo: Xa Okuninzi Kuthetha Ngaphantsi

Ngo-2000, i-psychologists u-Sheena Iyengar kunye no-Mark Lepper bapapasha uphando oluphawulekayo olutshintshe indlela amashishini acinga ngayo ngokhetho. Bamisela indawo yokungcamla kwivenkile yokutya eneentlobo ezingama-24 zejam. Ngolunye usuku, banciphisa ukhetho lwaba ziindidi ezi-6 kuphela. Iziphumo zazimangalisa: i-60% yabathengi bamisa kwi-booth-display booth, kodwa yi-3% kuphela eye yathenga. Kwindawo encinci yokubonisa, kuphela i-40% yamisa, kodwa i-30% yenza ukuthenga-ukwanda kweshumi ekuguquleni. Le nto "yokhetho olugqithileyo" iye yaphindwa kwiimeko ezininzi, ukusuka kukhetho lwengxowa-mali yomhlalaphantsi ukuya kwincasa yetshokolethi, kwaye isebenza ngokuthe ngqo kwinkqubo yakho yokubhukisha.

Ingqondo yomntu inezixhobo zokuqonda ezilinganiselweyo zokuthatha izigqibo. Xa sijamelene nokhetho oluninzi kakhulu, sifumana ukudinwa kwisigqibo—imeko yokudinwa engqondweni esenza ukuba sibe lula ukwenza ukhetho olungelulo okanye siphephe ukwenza izigqibo ngokupheleleyo. Kwimixholo yokubhukisha, oku kubonakala njengokuthi "Ndiza kucinga ngayo kamva" isifo, apho abathengi abanokuthi bajonge ikhalenda yakho, babone ixesha elingenasiphelo kwiiveki ezininzi, kwaye uphume ngaphandle kokubhukisha. Inkqubo yakho ebanzi yokucwangcisa, eyilelwe ukunika ukuguquguquka okukhulu, inokuba ngoyena mbulali wakho mkhulu.

Indlela Esebenza Ngayo Ubuchopho Bokubhukisha: Umthwalo weNgcaciso kunye neendlela zezigqibo

Xa umntu efika kwiphepha lakho lokubhukisha, ukwimeko ethile yengqondo. Sele begqibe ekubeni bayayidinga inkonzo yakho—nokuba kukucheba iinwele, ukubonisana, okanye ukuphululwa—kwaye ngoku kufuneka bazibophelele kwixesha elithile. Olu tshintsho lusuka ku-"Ndifuna oku" ukuya ku-"Ndiya kwenza oku" lufuna ukuwela umda wengqondo. Yonke ingongoma eyongezelelweyo yesigqibo-yeyiphi imini? eliphi ixesha? yeyiphi indawo? yeyiphi inkonzo eyahlukileyo? ngowuphi ugqirha?—yongeza ukungqubana kwengqondo okonyusa amathuba okulahlwa.

Ingqondo yenza izigqibo zokubhuka ngokusebenzisa iinkqubo ezimbini eziphambili: Inkqubo ye-1 (ekhawulezayo, enembile, engokweemvakalelo) kunye neNkqubo ye-2 (ecothayo, ngamabomu, ehlalutya). Iinkqubo zokubhukisha ezifuna kakhulu ukucinga kweSistim 2-ukuthelekisa iinketho ezininzi, ukulinganisa okuhle kunye nokubi, ukukhumbula imiqobo yokufumaneka-ukugqithisa abasebenzisi. Awona mava okubhukisha asebenzayo abandakanya ukucinga kweNkqubo yoku-1 ngokhetho olulula, olucacileyo oluziva lunethuku kunokuba luhlalutye. Uphando lubonisa ukuba xa izigqibo zokubhukisha zisiba nzima kakhulu, ukwaneliseka ngedinga elikhethiweyo kuncipha ngokwenene, nokuba lelona khetho lifanelekileyo, kuba sithandabuza ngokungazenzisiyo amandla ethu okukhetha ngobulumko kwezinye iindlela ezininzi.

I-Paradox yokuBhukisha: Kutheni ukuFumana okuNganamda kuBuyelwa emva

Ababoneleli ngeenkonzo abaninzi bayaziqhenya ngokunikezela "ngokufumaneka okungenamkhawulo" -ukuvula ikhalenda yabo yonke iiveki okanye iinyanga ezizayo. Oku kubonakala ngathi yinkonzo yomthengi elungileyo, kodwa i-psychology ityhila ukuba ihlala ingasebenzi. Xa abathengi bebona iikhalenda ezivuleke ngokupheleleyo, babona ixabiso eliphantsi kunye nokukhawuleza. Umthetho-siseko wokunqongophala, obhalwe kakuhle kwisayikholoji yabathengi, ubonisa ukuba ukufumaneka okulinganiselweyo ngokwenene konyusa ixabiso elibonwayo kwaye kukhuthaza isenzo esikhawulezayo.

Ezona nkqubo zisebenzayo zokubhukisha azibonisi into ekhoyo—zibonisa oko kucetyiswayo. Ukhetho oluqikelelweyo luguqula ngcono kunenkululeko epheleleyo ngalo lonke ixesha.

Uphononongo kwishishini lokwamkela iindwendwe lufumanise ukuba iihotele ezibonisa "kushiyeke amagumbi ama-2 kuphela ngeli xabiso" zonyuse ubhukisho nge-35% xa kuthelekiswa noluhlu olufanayo ngaphandle kwemiyalezo enqongopheleyo. Ekubhukishweni kwedinga, oku kuguqulela ekuboniseni iindawo zokubeka ixesha eliqingqiweyo endaweni yekhalenda engenanto eyolulela kwiphakade. Xa iMewayz ihlalutya idatha yokubhukisha kuwo wonke amashishini eenkonzo ze-12,000, bafumanisa ukuba abaqeqeshi abanciphise ukufumaneka okubonakalayo kwiintsuku ezi-7-10 ezingaphambili bandise ukuguqulwa kokubhukisha kwabo nge-42% xa kuthelekiswa nabo babonisa iintsuku ezingama-30 + zokufumaneka.

Uyilo oluLungileyo lweZakhiwo zokuBhukha: Zingaphi iiKhetho eziLungileyo?

Ke ukuba iinketho ezingama-24 zininzi kwaye i-1 imbalwa kakhulu, lithini inani lomlingo? Uphando kumashishini amaninzi lukhomba "indawo emnandi" yeenketho ezi-3-7 zokuthatha izigqibo ezifanelekileyo. Olu luhlu lubonelela ngeendlela ezahlukeneyo ngokwaneleyo ukwanelisa izinto ezikhethwayo ezahlukeneyo ngaphandle komthamo omkhulu wokuqonda. Isetyenziswa kwiinkqubo zokubhukisha, oku kuthetha:

• Ukubonisa i-5-7 yeendawo zokubeka ixesha elikhoyo ngosuku ubuninzi
• Inikezela ngeentlobo zenkonzo eziyi-3-4 kuneyantlukwano ezili-10+
• Ukubonisa iinketho zobuchwephesha ezi-2-3 (ukuba ziyasebenza) ngokwahlulo olucacileyo
• Ukunciphisa iintsuku zekhalenda ezibonakalayo ukuya kwi-7-14 ngaphambili
• Ukwenza amaqela amadinga afanayo phantsi kwamacandelo kunoluhlu lomntu ngamnye

Imodyuli yokubhukisha kaMewayz isebenzisa le psychology ngokusebenzisa "ubukho obukrelekrele" obuvelela ngokuzenzekelayo awona maxesha athandwayo kwiindawo zokubeka kuqala, ifihla amaxesha anganqwenelekiyo kangako (njengamadinga angaphambi kwexesha okanye kade kakhulu) ngaphandle kokuba iphendlwe ngokuthe ngqo, kwaye inqande ifestile yokubhukisha ebonakalayo ngokusekelwe kuhlobo lweshishini lakho. Abanini besaluni abasebenzisa ezi zicwangciso zongeziweyo banika ingxelo nge-28% yokubhukisha okulahliweyo okumbalwa kunye ne-19% eyongezelelekileyo yokuqeshwa kwiveki enye.

Inyathelo ngeNyathelo: Ukuguqula iNkqubo Yakho yokuBhukha kuGuquko oluPhezulu

Ukulungele ukusebenzisa le migaqo yengqondo kwindlela yakho yokubhukisha? Landela esi sikhokelo sisebenzayo:

Inyathelo loku-1: Phicotha iiNqaku zakho zoKubhukisha ngoku

Yiya kwinkqubo yakho yokubhukisha njengomthengi. Bala zonke iindawo zesigqibo ukusuka ekufikeni kwiphepha lakho lokubhukisha ukuya kwisiqinisekiso. Ixesha lithatha ixesha elingakanani ukubhukisha idinga elilula. Khangela iindawo apho uthandabuzayo okanye uziva ungaqinisekanga. Uninzi lwamashishini afumanisa i-5-8 amanqaku ezigqibo angeyomfuneko anokupheliswa okanye alungelelaniswe.

Inyathelo lesi-2: Sebenzisa i-3×3×7 Rule

Yakha iinketho zakho zokubhukisha malunga nemiqobo emithathu engundoqo: hayi ngaphezulu kweendidi zenkonzo ezi-3 kwindawo yokuqala yokukhetha, hayi ngaphezulu kwezahluko ezi-3 kwicandelo ngalinye, kwaye ungabi ngaphezu kwe-7 yexesha ebonakalayo ngosuku. Oku kunciphisa ngokukhawuleza umthwalo wokuqonda ngelixa ugcina ukhetho oluyimfuneko.

Inyathelo lesi-3: Yila iiNdlela eziMiselweyo

Uphando lubonisa ukuba i-68% yokubhukisha ilandela iipatheni ezinokuqikelelwa. Yenza amaqhosha "encwadi ekhawulezayo" kwezona ntlobo zixhaphakileyo zokuqeshwa ezidlula izikrini ezininzi zokukhetha. Umzekelo, "Bhukha i-massage yemizuzu engama-60" inokuya ngqo kukhetho lwekhalenda kunokunyanzela ukhetho phakathi kwama-30, ama-60, kunye nama-90 okhetho lwemizuzu.

Inyathelo lesi-4: Faka iQhinga loBuchule bokuQhatha

Kunokuba ubonise iintsuku ezivuleleke ngokupheleleyo, sebenzisa inkqubo yakho yokubhukisha ukuqaqambisa amaxesha athile anqwenelekayo. I-Mewayz ikuvumela ukuba ubonise "izithuba zexesha eliphambili" (njengeentsasa zangoMgqibelo kwiisaluni okanye iiyure zesidlo sasemini kubacebisi) ngelixa ugcina amaxesha angaziwayo afikelelekayo kodwa angaboniswa ngokubonakalayo.

Inyathelo lesi-5: Vavanya kwaye Uphindaphinde

Emva kokuphumeza utshintsho, landelela amazinga okuguqulwa kweentsuku ezingama-30. Uninzi lwamashishini lubona ukuphucuka kwangoko, kodwa ukuphuculwa okuqhubekayo kuvelisa iziphumo ezilungileyo. I-A / B yokuvavanya imida yokhetho oluhlukeneyo-zama ukubonisa i-5 vs. 7 amaxesha e-slots, okanye i-10 vs. 14 iintsuku zokubonakala. Idatha iya kutyhila oko kusebenza ngokukodwa kubathengi bakho.

I-Psychology ye-Smart Defaults: Ukukhokela ngaphandle kokulawula

Esinye sezona zicelo zinamandla zokubhukisha kwengqondo kukusetyenziswa kozilelo ngobuchule. Xa useta kwangaphambili iinketho ezithile-njengokungagqibeki kolona xesha lidumileyo lenkonzo okanye ukhethe ngokuzenzekelayo intlawulo yakho yeprimiyamu efumanekayo ngokukhawuleza—awususi ukhetho; unikezela ngendlela ecetyiswayo ukuba abathengi abaninzi baya kuyamkela ngombulelo. Uphononongo lubonisa ukuba ukungagqibeki kwamkelwe ama-70-95% exesha kwimixholo eyahlukeneyo yezigqibo.

Ii-Smart defaults ziyasebenza kuba:

1. Nciphisa ukudinwa kwesigqibo ngokubonelela ngokhetho "olulunge ngokwaneleyo"
2. Nyusa umgaqo wezengqondo wokuvuma (ukuba ayigqibekanga, kufuneka kunconywe)
3. Yenza ukubhukisha okukhawulezileyo, okuthambileyo oziva ungasebenzi
4. Vumela ukwenza ngokwezifiso kwabo bafuna ngaphandle kokunyanzela wonke umntu ngokhetho olunzima

Inkqubo kaMewayz yokubhukisha ibandakanya izinto ezikrelekrele ezingagqibekanga ezifunda kwiipatheni zeshishini lakho. Ukuba i-80% yabathengi bakho babhukishela idinga lemizuzu engama-60 phakathi evekini, inkqubo iya kusilela kwezo parameters, yenze mfutshane kakhulu indlela yokubhukisha yabathengi bakho abaninzi ngelixa inikezela ngeendlela ezizezinye ze-20% ezinezidingo ezahlukeneyo.

Ngaphaya kweKhalenda: I-Ecosystem eGqibeleleyo yokuBhukisha iPsychology

Ukuphucula ulwakhiwo olukhethiweyo lubalulekile, kodwa yinto enye kuphela yenkqubo yokubhukisha enolwazi ngokwasengqondweni. Amava onke-ukususela ekuqapheliseni kwangaphambili nge-post-confirmation-kufuneka ayilwe ukunciphisa ingxabano kunye nokwakha ukuzibophezela. Izinto eziphambili ziquka:

Izicwangciso-qhinga zokuzibophelela kwangaphambili: Vumela abasebenzisi ukuba "babambe" isithuba sexesha lemizuzu emi-5-10 ngelixa begqibezela ukubhukisha. Oku kudala ubunini bengqondo obunyusa amazinga okugqiba. Uphando lubonisa ukuba ukongeza nje into ethi "ukubamba" kwandisa ukugqitywa kokubhukisha ngama-23%.

Ubhengezo oluQhubekayo: Sukubuza lonke ulwazi kwasekuqaleni. Cela kuphela oko kuyimfuneko kwinyathelo langoku. Gcina imibuzo eneenkcukacha (imbali yonyango, ukhetho, izicelo ezikhethekileyo) emva kokuba ixesha likhuselekile. Oku kuthintela "ukwenza ukudinwa" ngexesha lesigqibo esibalulekileyo.

Social Proof Integration: Bonisa umsebenzi wokubhukisha okwexesha lokwenyani ("abantu aba-3 babhukishe le nkonzo namhlanje") okanye iimetriki zodumo lweengcali. Impembelelo ye-bandwagon inamandla-ukwazi ukuba abanye bayabhukisha kwandisa ukuzithemba kunye nongxamiseko.

I-Post-Booking Reinforcement: Ngokukhawuleza emva kokuqinisekiswa, nikezela ngolwazi olongezelelweyo-into omele uyizise, yintoni onokuyilindela, imvelaphi yengcali. Oku kunciphisa ukuxhalaba emva kokuthenga kwaye kunciphisa amazinga okurhoxisa.

Ukulinganisa Okubalulekileyo: IiMetriki zeNgqondo yeeNgqondo eziPhambili

Ukwazi ukuba ulungelelwaniso lwesayikholoji yakho luyasebenza, landelela ezi metrics zikhethekileyo kunobhukisho nje lulonke:

• Ukulahlwa Ngenyathelo: Bashiya phi abantu ekubhukishweni?
• Ixesha lokuBhukisha: Mingaphi imizuzwana/imizuzu ethathwa ngumyinge wokubhukisha?
• Unikezelo loKhetho: Yeyiphi ipesenti yokukhetha okungagqibekanga xa kuthelekiswa nokhetho lwesiko?
• Ixesha Eliphezulu Lezigqibo: Kunini apho ubhukisho oluninzi lwenzeka nini emini/ngeveki?
• Inqaku lomthwalo wokuqonda: I-metric ebalwayo ngokusekelwe kwinani lezigqibo ezifunekayo

Ideshibhodi yohlalutyo luka-Mewayz ibeka ezi metrics zezengqondo ecaleni kwamanani okubhukisha ngokwesiqhelo, ivumela amashishini ukuba abone ngqo apho kwenzeka khona ukungqubana kwezigqibo. Iklinikhi yonyango lomzimba isebenzisa olu lwazi yenze ngokutsha ukuhamba kwayo kokubhukisha ukusuka kwizigqibo ezili-11 ukuya kwezi-4 kwaye yabona ukubhukisha kwangosuku olunye kunyuka ngama-67%.

Ezona nkqubo ziphumeleleyo zokubhukisha ziyaqaphela ukuba ukhetho ngalunye olongezelelweyo yindawo enokubakho yokuphuma. Ngokusebenzisa imigaqo yengqondo yengqondo-ukunciphisa ukhetho, ukudala ukungagqibeki okuhlakaniphile, ukunqongophala, kunye nokunciphisa ukudinwa kwesigqibo-uguqula ukubhukisha ukusuka kumsebenzi wokuqonda ube ngamava angenamthungo. Amashishini ayazi kakuhle le psychology akafumani mathuba amaninzi; bafumana abathengi abonwabileyo abaziva bezithembile kukhetho lwabo kunokuba bathandabuze malunga noko bakuphosileyo. Kwilizwe elinqongopheleyo, amava okubhukisha ahlonipha umda wokuqonda aphumelela ngalo lonke ixesha.

Imibuzo Ebuzwa Rhoqo

Ingaba ukhetho lokubhukisha lusebenza ngenene kuzo zonke iindidi zamashishini?

Ewe, uphando kuwo wonke amashishini ahlukeneyo-ukusuka kukhathalelo lwezempilo ukuya kwiinkonzo zobungcali ukuya kubuhle-lubonisa rhoqo ukuba ukunciphisa ukhetho olunzima kwandisa ukuguqulwa. Elona nani lifanelekileyo lokhetho liyahluka ngokoshishino, kodwa umthetho-siseko wokunqanda ukulayisha ngaphezulu owukhethayo usebenza kuwo wonke umhlaba.

Ngaba abathengi abazukuziva bethintelwe ukuba ndingabonisi konke ukufumaneka kwam?

Enyanisweni, isayikholoji ibonisa ukuba ukhetho olugcinwe lunyusa ulwaneliseko. Abathengi bayayixabisa isikhokelo kwezona zikhetho zibalaseleyo kunokuba baxakeke yiyo yonke into enokwenzeka. Usenako ukunika ukufumaneka okupheleleyo ngokusebenzisa 'bonisa ngakumbi' ukhetho kwabo bayifunayo.

Mangaphi amaxesha eendawo zokubeka ekufanele ndizibonise ngosuku ukuze ndiguquke ngokupheleleyo?

Indawo emnandi exhaswa ngophando zii-5-7 zexesha elibonakalayo ngosuku. Oku kunika ukhetho olwaneleyo ngaphandle kokugqithisa amandla okwenza izigqibo. Ungasoloko ubandakanya 'amaxesha amaninzi' ukhetho lokufumaneka okongeziweyo.

Yeyiphi ifestile efanelekileyo yokubhukisha ukubonisa abathengi?

Idatha ibonisa iintsuku ezi-7-14 zilungile kumashishini amaninzi eenkonzo. Ukubonisa ngaphantsi kweveki kuvakalelwa kukuba kuthintelwe, ngelixa ukubonisa ngaphezu kweeveki ezimbini kunciphisa ukungxamiseka kwaye kwandisa ukukhubazeka kwesigqibo. Idatha ye-Mewayz ibonisa iintsuku ezili-10 zandisa uguqulo kuwo wonke amashishini.

Ndingalindela ngokukhawuleza kangakanani ukubona iziphumo emva kokwenza ukhetho lwam lokubhukisha?

Amashishini amaninzi abona ukuphucuka okunokulinganiswa phakathi kweentsuku ezisi-7-10, iziphumo ezipheleleyo zibonakala emva kweentsuku ezingama-30. Ukuncitshiswa kokulayishwa okukhethiweyo kwandisa uguqulo nge-25-40% ngelixa kunciphisa ukulahlwa kokubhukisha nge-20-35%.