{"id":2149,"date":"2015-04-07T11:31:38","date_gmt":"2015-04-07T11:31:38","guid":{"rendered":"http:\/\/elnostreraco.com\/blog\/?p=2149"},"modified":"2016-07-07T16:15:22","modified_gmt":"2016-07-07T14:15:22","slug":"benvinguts-a-lembut","status":"publish","type":"post","link":"https:\/\/elnostreraco.com\/blog\/benvinguts-a-lembut\/","title":{"rendered":"Benvinguts a l\u2019embut"},"content":{"rendered":"<p><strong>No treus prou profit de google analytics si no analitzes embuts.<\/strong><\/p>\n<p>Vaig\u00a0participar\u00a0al &#8220;User Web Analytics&#8221; anomenat &#8220;Welcome to the Funnel&#8221;. L&#8217;esdeveniment es va centrar\u00a0en la creaci\u00f3, mesurament\u00a0i millora de resultats en els embuts. Aix\u00ed que, &#8220;benvingut a l&#8217;embut&#8221; \u00e9s el meu post de resum.<\/p>\n<h2>Tipus d&#8217;embuts<\/h2>\n<p>Sobre la presentaci\u00f3 <a href=\"http:\/\/blog.ikhuerta.com\/mi-ponencia-en-el-user-web-analytics-un-mundo-de-funnels\">&#8220;Un mundo de funnels&#8221; d&#8217;I\u00f1aqui Huerta<\/a>:<\/p>\n<ul>\n<li>Un embut \u00e9s una representaci\u00f3 visual de passos consecutius fins a un objectiu.<\/li>\n<li>Enamoren perqu\u00e8 s\u00f3n\u00a0f\u00e0cils d&#8217;entendre i es relacionen amb el negoci.<\/li>\n<li>Els passos intermedis\u00a0s\u00f3n el m\u00e9s important perqu\u00e8 \u00e9s el que hi ha entremig el que mesurem. El que es mesura, s&#8217;optimitza.<\/li>\n<li>Els embuts tradicionals s\u00f3n lineals per\u00f2 hi ha altres tipus d&#8217;embuts:\n<ul>\n<li>Definir per cada pas un\u00a0url o una expressi\u00f3 regular per cada etapa. Si no hi ha urls per mesurar el que vols, pots utilitzar p\u00e0gines virtuals.<\/li>\n<li>Definir un objectiu de conversi\u00f3\u00a0per cada un dels passos.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Persones i escenaris<\/h2>\n<div style=\"margin-bottom: 5px;\">La meva presentaci\u00f3 sobre &#8220;<a title=\"Persona-lizaci\u00f3n de funnels\" href=\"\/\/www.slideshare.net\/jroselln\/personalizacion-de-funnels\" target=\"_blank\">Persona-lizaci\u00f3n de funnels<\/a>&#8220;<\/div>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/46677306\" width=\"425\" height=\"355\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<h2>Yandex<\/h2>\n<p>Sobre la presentaci\u00f3 de <a href=\"http:\/\/www.interdigital.es\/blog\/articletype\/articleview\/articleid\/249\/yandex-metrica-un-servicio-distinto-a-google-analytics.aspx\">&#8220;Yandex M\u00e9trica&#8221; de Miguel Pascual<\/a>:<\/p>\n<ul>\n<li>\u00c9s una alternativa per tenir una altra font de\u00a0dades quantitatives m\u00e9s enll\u00e0 de Google Analytics.<\/li>\n<li>Pots tenir\u00a0Click heatmap segmentat amb la beta de yandex metrica.<\/li>\n<li>Permet\u00a0la\u00a0gravaci\u00f3 de sessi\u00f3 de les visites i\u00a0t\u00e9 anal\u00edtica de formularis.<\/li>\n<\/ul>\n<h2>Persuasi\u00f3<\/h2>\n<p>Sobre la presentaci\u00f3 de <a href=\"http:\/\/es.slideshare.net\/NatzirTurrado\/cro-persuadiendo-a-tus-usuarios-durante-su-proceso-de-decisin\">&#8220;Persuadiendo a tus usuarios durante su proceso de decisi\u00f3n&#8221; de Natzir Turrado<\/a>:<\/p>\n<ul>\n<li>Els usuaris no s&#8217;informen per un sol canal, hem d&#8217;aprofitar que l&#8217;online \u00e9s la intersecci\u00f3.<\/li>\n<li>Persuadir no es vendre en el primer contacte. Hi ha aspectes a tenir en compte en el moment de consideraci\u00f3:\n<ul>\n<li>Confian\u00e7a (ex: Efecte halo, simpatia, aprovaci\u00f3 social, autoritat)<\/li>\n<li>Relaci\u00f3 (ex: amb\u00a0una estrat\u00e8gia d&#8217;identificaci\u00f3 de problemes, estudiar solucions, atacar amb &#8220;WOW, Registre, Conversi\u00f3&#8221; en comptes de &#8220;Registre, WOW, Conversi\u00f3&#8221;)<\/li>\n<li>Aprenentatge (ex:\u00a0comprensi\u00f3, velocitat i satisfacci\u00f3 en la lectura)<\/li>\n<li>Avaluaci\u00f3 (ex: fer que no sigui necessari el\u00a0bot\u00f3 d&#8217;enrere als llistats, adequaci\u00f3 de les accions disponible a les intencions actuals dels usuaris, facilitar\u00a0l&#8217;elecci\u00f3 entre opcions)<\/li>\n<li>Emoci\u00f3 (ex: augmentar l&#8217;experi\u00e8ncia venent de dins cap enfora (1. pq, 2. com, 3. qu\u00e8).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Model mental<\/h2>\n<p>Sobre la\u00a0presentaci\u00f3 de &#8220;M\u00e1s all\u00e1 del embudo de conversi\u00f3n&#8221; de Ricardo Tayar:<\/p>\n<ul>\n<li>Els models mentals van m\u00e9s enll\u00e0 de les persones i dels escenaris i tenen un paper clarificador\u00a0dins del disseny d&#8217;interacci\u00f3.<\/li>\n<li>Un model mental representa el conjunt d&#8217;espais mentals que una persona pot tenir en aquell pas en el cam\u00ed per aconseguir el seu objectiu.<\/li>\n<\/ul>\n<h2>Conclusions<\/h2>\n<ul>\n<li>Amb l&#8217;anal\u00edtica quantitativa es pot saber qui \u00e9s l&#8217;usuari (filtres de p\u00fablic i canals d&#8217;adquisici\u00f3) i qu\u00e8 fa (m\u00e8triques de comportament d&#8217;usuari, sessi\u00f3 i d&#8217;interacci\u00f3). Diferents tipus de funnels ens poden indicar qui t\u00e9 problemes i on per\u00f2 el &#8220;per qu\u00e9&#8221; cal buscar-lo amb\u00a0anal\u00edtica qualitativa o amb estudis qualitatius.<\/li>\n<li>Una estrat\u00e8gia per persuadir \u00e9s la de satisfer el 100% dels usuaris i per fer-ho hi ha m\u00e8todes i t\u00e8cniques per\u00a0entendre qui s\u00f3n i qu\u00e8 intenten fer, per qu\u00e8 i com ho volen fer. Calen embuts d&#8217;usuari per modelar els escenaris d&#8217;experi\u00e8ncia d&#8217;usuari.<\/li>\n<li>A yandex metrica hi ha m\u00e8triques calculades de forma molt diferent de Google Analytics, per\u00f2 sigui com sigui \u00e9s una eina gratu\u00efta que permet tenir dades quan Google Analytics falla.\u00a0<span style=\"line-height: 1.6471;\">Ho he buscat i rebuscat i veig que Yandex M\u00e9trica no t\u00e9 mouse movement heatmaps. Trobo imprescindible tenir una eina de <em>mouse movement heatmaps<\/em>\u00a0per poder avaluar on centren l&#8217;atenci\u00f3 els usuaris, no nom\u00e9s on fan clic.\u00a0Segons diferents estudis, hi ha aproximadament una relaci\u00f3 del 80% entre el\u00a0ratol\u00ed i\u00a0l&#8217;ull.<\/span><\/li>\n<li>Cal resoldre necessitats en l&#8217;etapa de consideraci\u00f3, hi haur\u00e0 escenaris en qu\u00e8 la venda sigui m\u00e9s complexa pel risc, pel desconeixement, pels temps o per l&#8217;acceptaci\u00f3. En tots els casos comen\u00e7ar la relaci\u00f3 adaptant-se al seu model mental ens ajudar\u00e0 a persuadir.<\/li>\n<li>Al fer escenaris trobar\u00e0s conflictes entre diferents Personas (basades en objectius), els models mentals et poden ajudar a compatibilitzar diferents Personas\u00a0en cada pas de la seva experi\u00e8ncia (basades en rols).\u00a0Indi Young explica la <a href=\"http:\/\/rosenfeldmedia.com\/mental-models\/journeys-experiences-mental-sp\/\">relaci\u00f3 entre Customer Journey i Mental models al seu blog<\/a>. Don Norman parla sovint de la difer\u00e8ncia entre el <a href=\"http:\/\/www.jnd.org\/dn.mss\/design_as_communicat.html\">model conceptual\u00a0del dissenyador<\/a> i el model mental de l&#8217;usuari. La representaci\u00f3 del sistema \u00e9s l&#8217;\u00fanica eina que t\u00e9 el dissenyador per comunicar-se.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2157 size-medium\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ConceptualModel-1-300x225.jpg\" alt=\"ConceptualModel (1)\" width=\"300\" height=\"225\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ConceptualModel-1-300x225.jpg 300w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/ConceptualModel-1.jpg 960w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Com a premi per arribar fins aqu\u00ed, et deixo amb\u00a0<em>Guns N&#8217; Roses\u00a0<\/em>\ud83d\ude42<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/o1tj2zJ2Wvg\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No treus prou profit de google analytics si no analitzes embuts. <\/p>\n","protected":false},"author":1,"featured_media":2150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[18],"class_list":["post-2149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-destacats"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Benvinguts a l\u2019embut ~ Anal\u00edtica<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/elnostreraco.com\/blog\/benvinguts-a-lembut\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Benvinguts a l\u2019embut ~ Anal\u00edtica\" \/>\n<meta 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