- \n
- Logo<\/strong>\u00a0per\u00a0recon\u00e8ixer\u00a0que estan on volien\u00a0estar. Per\u00a0coher\u00e8ncia amb la imatge corporativa, hi haur\u00e0\u00a0elements gr\u00e0fics comuns durant tot el proc\u00e9s persuasiu.<\/li>\n
- La proposta de valor \u00fanica que \u00a0fas\u00a0als anuncis, “title”, “meta description” o\u00a0enlla\u00e7os entrants, \u00e9s una promesa que s’han de mantenir en el titular <\/strong>i han de ser coherents amb el model mental de l’usuari en el moment que rep l’est\u00edmul.<\/li>\n
- La presentaci\u00f3<\/strong> del producte amb prou context per saber que compleix el que necessiten i prou evocadora perqu\u00e8 vegin que ofereix all\u00f2 que volen.<\/li>\n
- L’oferta<\/strong>\u00a0\u00e9s el tracte que presentes al visitant. Ha de ser\u00a0de\u00a0m\u00e9s valor que la compet\u00e8ncia. No \u00e9s l’acci\u00f3 que ha de fer sin\u00f3 l’explicaci\u00f3 del que obtindr\u00e0 si actua. Podria ser una frase o necessitar un par\u00e0graf descriptiu o un llistat de beneficis explicatiu.<\/li>\n
- La\u00a0zona d’acci\u00f3<\/strong>, es tracta d’aquella zona en qu\u00e8 hi ha els\u00a0enlla\u00e7os, formularis i botons que necessitem facilitar que hi\u00a0interaccionin.<\/li>\n
- Els elements de confian\u00e7a<\/strong> poden servir tant per demostrar el valor<\/strong> de l’oferta com per reduir l’ansietat<\/strong> d’actuar en aquell moment. Habitualment voldrem\u00a0tenir propers l’oferta, l’acci\u00f3 i els elements de confian\u00e7a.<\/li>\n
- No \u00e9s prioritari per\u00f2 si necessari mostrar\u00a0dades de contacte<\/strong>\u00a0o\u00a0enlla\u00e7os per obtenir m\u00e9s\u00a0informaci\u00f3 abans de comprar<\/li>\n<\/ul>\n
Checklist de 6 preguntes cr\u00edtiques<\/h2>\n
Cada un d’aquests elements tindr\u00e0 certa rellev\u00e0ncia, qualitat, posici\u00f3, proximitat i mida. Element per element, podem preguntar-nos:<\/p>\n
- \n
- Existeix l’element?<\/li>\n
- Podem\u00a0personalitzar-lo m\u00e9s i fer-lo m\u00e9s rellevant a qui l’acaba veient?<\/li>\n
- Pot tenir\u00a0m\u00e9s qualitat?<\/li>\n
- T\u00e9 un\u00a0flux\u00a0visual\u00a0efectiu?<\/li>\n
- S\u00f3n adequats els elements propers?<\/li>\n
- La mida\u00a0correspon a la seva import\u00e0ncia?<\/li>\n<\/ul>\n
Exemple d’an\u00e0lisi: ‘port\u00e1tiles ssd’<\/h2>\n
En cercar m’han aparegut aquests resultats per ‘port\u00e1tiles ssd’:<\/p>\n
![\"portatiles-ssd-busqueda\"](\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/portatiles-ssd-busqueda.png\")
<\/p>\nCap dels 3 sembla que em porti a un llistat de port\u00e0tils ssd per comprar. Almenys el de ElCorteingles.es sembla que podria ser\u00a0un llistat que podria arribar a filtrar per SSD.<\/p>\n
![\"Portatiles-elcorteingles\"](\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/Portatiles-elcorteingles-1024x611.png\")
<\/p>\nDoncs no, no puc filtrar per SSD i en el llistat no diu si s\u00f3n port\u00e0tils SSD o no.<\/p>\n
Analitzem element per element:<\/p>\n
- \n
- Estem a ElCorteIngl\u00e9s tal com promet l’anunci i veiem el logo i el color verd de la marca. Tot i que \u00e9s una marca coneguda, es\u00a0podria provar de posar\u00a0un\u00a0tagline<\/a>. Online tamb\u00e9\u00a0“si no quedas satisfecho te devolvemos el dinero”?<\/li>\n
- L’anunci que apareix per la paraula clau\u00a0‘portatiles ssd’ ens porta a una p\u00e0gina amb el titular “Port\u00e1tiles”. El que voldr\u00edem \u00e9s que ens port\u00e9s a un llistat amb els de port\u00e0tils ssd.<\/li>\n
- La p\u00e0gina presenta els productes m\u00e9s venuts a la categoria de port\u00e0tils amb les fotos de producte. Totes les imatges tenen un format diferent.<\/li>\n
- Com a primer element del llistat ens estan oferint en descompte nom\u00e9s del 5% (Ni tan sols del 10%) en un port\u00e0til HP que no t\u00e9 disc SSD.<\/li>\n
- El noms dels productes no estan subratllats i no hi ha un enlla\u00e7 a veure els detalls. Nom\u00e9s si et poses per sobre. L’acci\u00f3 que estaria b\u00e9 fer es la de filtrar\u00a0per disc SSD, per\u00f2 no \u00e9s possible. Filtrar per marca \u00e9s un s\u00edmptoma de classificaci\u00f3 interna de la informaci\u00f3. Si no coneixes “el mundillo” o no est\u00e0s segur del que vols, no estar\u00e0s preparat per filtrar per marca.<\/li>\n
- Utilitza algun element de confian\u00e7a, per\u00f2 de forma incoherent. Per exemple, la icona d’Intel no est\u00e0 en el primer element per\u00f2 tamb\u00e9 t\u00e9 Intel. Apareix el logo de HP per\u00f2 no de Lenovo o de Acer.<\/li>\n
- Hi ha l’enlla\u00e7 de “Nuestros centros” i de “Buscar un centro”.<\/li>\n<\/ul>\n
Aquest \u00e9s el heatmap predictiu\u00a0d’atenci\u00f3:<\/p>\n
![\"5e4ef5d9-978b-41ad-bd34-ea9d5c6b59e1_heatmap\"](\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/5e4ef5d9-978b-41ad-bd34-ea9d5c6b59e1_heatmap-1024x598.png\")
<\/p>\nA continuaci\u00f3 cal fer la proposta de millora.\u00a0Caldria\u00a0personalitzar-ho m\u00e9s i millorar element per element. La proposta ha de millorar-ne la seva percepci\u00f3, \u00a0localitzant millor\u00a0les coses i\u00a0tenint en compte la\u00a0grand\u00e0ria i proximitat de tots els elements.<\/p>\n
El valor del\u00a0CRO i de LPO (Landing Page Optimization)<\/h2>\n
En realitat,\u00a0les preguntes anteriors s\u00f3n\u00a0m\u00e9s pertinents\u00a0quan estem en\u00a0amb p\u00e0gines d’entrada\u00a0amb\u00a0formularis\u00a0de\u00a0sol\u00b7licitud d’informaci\u00f3, desc\u00e0rrega d’estudis, subscripci\u00f3, etc.<\/p>\n
Per optimitzar la conversi\u00f3<\/a> cal molt m\u00e9s que millorar les p\u00e0gines de dest\u00ed amb formularis. Cal un proc\u00e9s amb estrat\u00e8gia, investigaci\u00f3 competitiva, estudis\u00a0qualitatius i anal\u00edtica web.<\/p>\n
El m\u00e9s curi\u00f3s (i contradictori!)\u00a0\u00e9s que per fer l’esquema de p\u00e0gina de dest\u00ed, utilitzo una eina que no utilitza p\u00e0gines de dest\u00ed com aquesta. Moqups mostra\u00a0directament l’aplicaci\u00f3 sense demanar-te dade<\/a>s, genial!<\/p>\n
Per qu\u00e8 demanar les dades si pots tenir identificat l’usuari? M\u00e9s sobre aix\u00f2 a\u00a0User identification and psychology<\/a> dels grans Xavier Colom\u00e9s<\/a> i Natzir Turrado<\/a>.<\/p>\n
Aix\u00f2 \u00e9s “CRO del bueno” \ud83d\ude42<\/p><\/blockquote>\n
En definitiva, la p\u00e0gina d’entrada de\u00a0ElCorteIngles.es no \u00e9s nom\u00e9s una p\u00e0gina d’entrada, \u00e9s tamb\u00e9 una p\u00e0gina de categoria d’un comer\u00e7 electr\u00f2nic. A l’exemple aplicarien m\u00e9s de 30 “millors pr\u00e0ctiques” de l’informe E-Commerce User Experience de NNgroup<\/a>.<\/p>\n
![\"piramide\"](\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/piramide.jpg\")
<\/p>\nDit aix\u00f2, en CRO es prioritzen les iniciatives m\u00e9s econ\u00f2miques, amb m\u00e9s impacte en el negoci i les m\u00e9s r\u00e0pides en\u00a0obtenir\u00a0resultats. L’optimitzaci\u00f3 de les p\u00e0gines de dest\u00ed m\u00e9s cr\u00edtiques, solen ser una de\u00a0les iniciatives m\u00e9s priorit\u00e0ries.<\/p>\n
La import\u00e0ncia del test mensual<\/h2>\n
Nom\u00e9s demano un test mensual.<\/p>\n
Tal com s’interpreta del\u00a0nom del llibre\u00a0Always Be Testing<\/a>, haur\u00edem de\u00a0tenir sempre un test actiu. Per exemple,\u00a0un test mensual.<\/p>\n
Les p\u00e0gines d’entrada priorit\u00e0ries s\u00f3n aquelles amb m\u00e9s visitants \u00fanics i\u00a0amb un major impacte pel negoci.\u00a0Per construir una hip\u00f2tesi “potent”,\u00a0cal fer\u00a0una an\u00e0lisi “in-page” de la p\u00e0gina a\u00a0millorar. Es tracta d’obtenir dades d’enquestes, gravacions de visites i mapes de calor i llavors analitzar-les.<\/p>\n
No cal fer tests de les correccions dels errors evidents, per\u00f2 s\u00ed que cal posar a prova aquelles hip\u00f2tesis de coses que\u00a0voldries aprendre dels teus visitants.<\/p>\n
Si no requereixen (quasi) desenvolupament, cada\u00a0mes podr\u00e0s saber\u00a0si\u00a0els usuaris reaccionen o no reaccionen a les diferents variacions que proposes. \u00c9s q\u00fcesti\u00f3 d’aplicar\u00a0el que suma conversions i d’aprendre del que en resta.<\/p>\n
Si tens una p\u00e0gina\u00a0amb m\u00e9s de 15.000 visitants mensuals, val la pena. Amb menys visitants\u00a0el proc\u00e9s s’allarga.<\/p>\n
Ara et toca a tu optimitzar les p\u00e0gines d’entrada<\/strong>. Si ho necessites, ofereixo assessorament <\/a>\u00a0<\/a>i\u00a0 formaci\u00f3<\/a>, recorda que\u00a0hi ha coses de CRO que un\u00a0blog no t’ensenyar\u00e0<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"
En fer CRO\u00a0(Conversion Rate Optimization) \u00e9s habitual comen\u00e7ar optimitzant les\u00a0p\u00e0gines d’entrada amb m\u00e9s visitants. I si fas\u00a0publicitat de pagament per clic (ppc), amb m\u00e9s ra\u00f3. Elements essencials de les p\u00e0gines d’entrada Les p\u00e0gines de dest\u00ed … <\/p>\n","protected":false},"author":1,"featured_media":2199,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-2197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"yoast_head":"\n
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