conversion rate optimatization (cro)
DESCRIPTION
Presentación de Koke González, socio en adrenalina.es y experto en marketing digital, en el #BeMarketingDay de EADA Busines School del pasado 2 de octubre de 2014. Aquí nos habla de como mejorar las conversiones en nuestra webTRANSCRIPT
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COMO CONVERTIR MÁS
CON TU WEB #BeOnline
CRO
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Hola, soy Jorge (koke)
Jorge González @kokebcn
Founder & CMO @adrenalina_bcn
#BeOnline
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CRO ? Conversion Rate Optimization
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¿ Una CONVERSIÓN es ?
La consecución de un objetivo
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Y La Tasa de Conversión ?
El % de objetivos alcanzados
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¿ Entonces Qué es CRO ?
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Vender más y mejor
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¿ Como lo conseguimos ?
Para ello necesitamos saber los indicadores básicos en
un negocio online
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Indicadores en un negocio online
TRÁFICO
Cuánta gente visita tu WEB
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Indicadores en un negocio online
TASA DE CONVERSIÓN
Qué % de esas visitas “convierten”���(Una conversión no es necesariamente una venta
sino un objetivo conseguido)
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Indicadores en un negocio online
TICKET MEDIO
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¿ Quieres conseguir tráfico ?
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Espacio destinado a publicidad
Contacta con: adrenalina.es
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Espacio destinado a publicidad
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¿ Como convertir más ?
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3 SECRETOS AL ÉXITO ONLINE
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• Conoce tu mercado y a tus clientes • Comunicar persuasivamente • Vender con integridad
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¿ QUÉ IMPIDE A LAS PERSONAS COMPRAR ONLINE ?
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La falta de confianza, el miedo y la interacción cara a cara impide a muchas personas la compra online.
CONFIANZA, RIESGO Y PRIVACIDAD
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A
TENDENCIAS DEL CONSUMIDOR
AUSENCIA DE SERVICIO ATENCIÓN AL CLIENTE
PRIVACIDAD / PROBLEMAS SEGURIDAD
AUSENCIA DE VENDEDORES REALES
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TENDENCIAS DEL CONSUMIDOR
OPINIONES CONSUMIDORES
MEDIOS DE CONFIANZA
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CRO es cambiar comportamientos
Vender a los que nos quieren comprar es
usuabilidad
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PIRAMIDE CONVERSION
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• Analizar personas – No visitas • Convertir datos en hipótesis • Experimentar, testear y documentar • Poner en práctica
#METODOLOGIA
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#METODOLOGIA
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#METODOLOGIA
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Conocer tu público objetivo
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SABER QUE PASA EN TU WEB
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A
TESTEAR
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A/B TESTING
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HEATMAPS / EYETRACKING /
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HEATMAPS / EYETRACKING /
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HEATMAPS / EYETRACKING /
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HERRAMIENTAS CRO
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#TIPS 1. Diseña páginas sencillas para que el usuario centre su atención en el obje8vo de
conversión, evitando la distracciones. 2. Piensa en el contenido que quieres mostrar y cómo estos apoyan a los obje8vos del
si8o web. 3. Mantén una coherencia en el diseño de las diferentes secciones del si8o, 4. Incorpora un buscador en tu si8o. Los usuarios los usan cada vez más 5. El Responsive Design 6. Call to Ac8ons 7. Breadcrumps inteligentes 8. Tes8monios 9. Influencers 10. Sellos gran8a 11. Referers 12. Titulos claros, concisos y directos 13. Mensajes ventas persuasivos 14. Conducir a los usuarios a la acción 15. Ofrece algo de valor para conseguir registros
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Se estima que la decisión de compra es de 2,5
segundos
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• En 0’5 segundos decidimos si un si8o es creíble • En 4 segundos decidimos si nos es ú<l
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Diseño • Uso de colores • Estructura • Tipografia • Usabilidad • …
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INFLUENCERS SOCIALES
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VIDEO TESTIMONIOS
TESTIMONIOS TEXTO
Debemos ser reales y creíbles si queremos que nos compren.
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SELLOS DE CONFIANZA RECONOCIDOS
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LOGOS DE WEBS RECONOCIDAS DONDE HABLEN DE NOSOTROS
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OFERTAS CON FECHAS LIMITE
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Landing Page “captación leads”
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“La conversión ocurre en la mente del cliente”
Por koke seonthebeach 2014
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Emocionar Sentir
Atraer Convertir
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# El ganador no es solo el que llega 1º
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#sino el que llega primero a la mente de la gente
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"En Internet, es importante recordar que tu competidor esta a sólo, un click.“
- Doug Warner
Adrenalina.es Jorge González
@kokebcn