Se você possui site, blog, e-commerce, já deve ter se questionado sobre como obter melhores resultados, seja em buscas/acessos e/ou vendas, não é verdade? Um dos grandes desafios de um empreendedor digital é encontrar maneiras e estratégias, não apenas para atrair clientes/leitores, mas principalmente como conquistar um novo público e fidelizar aquele já existente. Um item que irá te ajudar e muito neste sentido é a taxa de conversão, um dos pilares do marketing digital. Não sabe do que se trata, tampouco qual a importância deste assunto? Não se preocupe, te contarei a seguir, vem comigo!
Definindo taxa de conversão
Aplicado ao contexto de websites e e-commerce, o termo conversão se traduz em ações que o internauta visitante de seu site ou página/blog, efetua. Estas ações são os comentários, contato, clique, inscrição em newsletter, cadastro no site, pedido de orçamento, compra de algum produto ou serviço, etc.
Um dos artifícios utilizados com sucesso pelos empreendedores digitais para estimular conversões é oferecer algo de maneira grátis. Esta palavra mágica poderá converter em benefícios futuramente. Sendo assim, no caso de um e-commerce, por exemplo, é interessante presentear seu público com um e-book grátis com um conteúdo relevante ao nicho de sua loja virtual, ou algum outro brinde que ele poderá adquirir acessando e interagindo com o site.
Mensurando a taxa de conversão
Agora que você já sabe do que se trata a taxa de conversão, resta definir estratégias para aumentá-la e analisar se as estratégias já utilizadas estão sendo positivas ou não. Por isso, medir estas taxas é fundamental para colher bons frutos posteriormente.
Para calcular a taxa de conversão, a conta é simples: número de visitantes dividido pelo número de conversões. Simples, né? Mas o que faço com o resultado?
Importância da taxa de conversão
Pois bem, com esta média em mãos, o empreendedor poderá comparar, com maior segurança, a qualidade de suas ações de marketing, de suas visitas, identificar a conversão das visitas por tráfego direto, conversão de anúncios, conversão das visitas orgânicas, etc.
Toda esta informação lhe dará subterfúgios para analisar como está seu negócio, qual o comportamento do seu público/visitante, e no caso de uma taxa de conversão baixa, readequar o site/página, investindo em conteúdo que venha de encontro às expectativas e necessidades dos visitantes.
Compreendeu o motivo pelo qual calcular a taxa de conversão é tão significativa nos negócios?
Melhorando a taxa de conversão
Digamos que sua taxa de conversão não está satisfatória. O que fazer para dar um upgrade? Tenho algumas dicas importantes para que você transforme boa parte de seus acessos, em vendas.
A primeira dica é a leitura deste artigo disponibilizado pelo SEBRAE: http://www.sebrae.com.br/sites/PortalSebrae/artigos/taxa-de-conversao-o-grande-desafio-do-e-commerce,0eec538981227410VgnVCM2000003c74010aRCRD. Nele temos informações valiosas que irão agregar e muito no seu comércio digital.
A segunda dica, que é também básica e óbvia, mas que muitos passar desapercebidos por ela é: facilite o caminho entre o acesso e a conversão do usuário. Por exemplo, você deseja que o potencial cliente acesse um link importante em seu site, sobre determinado produto que você está comercializando on-line. Como estimular esta ação? Que tal destacar este link?
Ou ainda, que tal facilitar a compra do usuário, permitindo compras com um clique ou 2?
Antes de encerrar, fica aqui uma pergunta: você está satisfeito com a taxa de conversão de seu empreendimento? Que táticas você usa para atingir mais acessos e vendas em seu comércio digital?
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