{"id":798,"date":"2012-09-15T18:03:00","date_gmt":"2012-09-15T18:03:00","guid":{"rendered":"http:\/\/elnostreraco.com\/blog\/?p=798"},"modified":"2016-03-29T12:36:24","modified_gmt":"2016-03-29T10:36:24","slug":"optimitzacio-de-la-conversio","status":"publish","type":"post","link":"https:\/\/elnostreraco.com\/blog\/optimitzacio-de-la-conversio\/","title":{"rendered":"Optimitzaci\u00f3 de la conversi\u00f3: Qu\u00e8 \u00e9s, qu\u00e8 cal saber i llibres"},"content":{"rendered":"<h2>Qu\u00e8 \u00e9s la optimitzaci\u00f3 de la conversi\u00f3?<\/h2>\n<p>La <strong>optimitzaci\u00f3 del percentatge de conversi\u00f3 (CRO)<\/strong> \u00e9s un proc\u00e9s\u00a0que busca augmentar el percentatge d&#8217;usuaris que fan una acci\u00f3\u00a0satisfact\u00f2ria\u00a0pel propietari d&#8217;un lloc web (subscriure&#8217;s, demanar informaci\u00f3 per contractar un servei, comprar en un comer\u00e7 electr\u00f2nic, fer una reserva, etc).<\/p>\n<blockquote><p>\u2026conversion [rate] optimization is the science and art of creating an experience for a website visitor with the goal of converting the visitor into a customer.<\/p>\n<p>-Wikipedia<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" title=\"hierarchyofoptimization-300x150\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/hierarchyofoptimization-300x150.jpg\" alt=\"\" width=\"300\" height=\"150\" \/><\/p>\n<h2>Optimitzaci\u00f3 de la conversi\u00f3, clar i catal\u00e0<\/h2>\n<p>Escolta aquesta entrevista al programa\u00a0CONNECTATS de La SER on vaig explicar\u00a0el percentatge de conversi\u00f3 (tot un repte, fer-ho en menys de 3min!):<\/p>\n<ul>\n<li>Tota p\u00e0gina web ha de convertir.<\/li>\n<li>Certs visitants acaben fent l&#8217;acci\u00f3 desitjada de la web.<\/li>\n<li>Si de 100 visites aconsegueixo 1 conversi\u00f3, tens el 1% de conversi\u00f3<\/li>\n<li>Amb la optimitzaci\u00f3 de la conversi\u00f3 es tracta d&#8217;augmentar el percentatge de conversi\u00f3.<\/li>\n<\/ul>\n<h2>Percentatge de conversi\u00f3<\/h2>\n<p>El <strong>percentatge de conversi\u00f3<\/strong> es defineix d&#8217;aquesta manera:<\/p>\n<ul>\n<li>Conversion Rate = Outcomes \/ Unique Visitors<\/li>\n<\/ul>\n<p>Hem de tenir en compte que cada eina pot utilitzar altres definicions:<\/p>\n<ul>\n<li>Percentatge de conversions dels objectius de Google Analytics\u00a0= \u00a0Objectius completats \/ Visites<\/li>\n<li>Percentatge\u00a0de conversions\u00a0de comer\u00e7 electr\u00f2nic de Google Analytics =\u00a0Visites que han fet una transacci\u00f3 \/ Visites<\/li>\n<li>Percentatge de conversi\u00f3 de\u00a0Google Adwords\u00a0= \u00a0Objectius completats \/ Clicks<\/li>\n<\/ul>\n<div>Molt b\u00e9. Es tracta de millorar aquest percentatge. No sembla tan dif\u00edcil oi?<\/div>\n<div><\/div>\n<h2>Disciplines a tenir en compte per optimitzar la conversi\u00f3<\/h2>\n<p>Ja que la el proc\u00e9s d&#8217;optimizaci\u00f3 de la conversi\u00f3 \u00e9s art i ciencia, quines disciplines cal tenir en compte? Quins coneixaments i habilitats serien desitjables?<\/p>\n<ul>\n<li><strong>Estad\u00edstica:<\/strong> El CRO \u00e9s un proc\u00e9s guiat per les dades. Moltes dades que s&#8217;utilitzen s\u00f3n percentatges, hi ha marges de confian\u00e7a, \u00a0identificaci\u00f3 de variables,\u00a0etc. Com a m\u00ednim cal tenir uns coneixaments basics d&#8217;estad\u00edstica.<\/li>\n<li><strong>Matem\u00e0tiques:<\/strong> Per prioritzar CRO cal fer c\u00e0lculs com per exemple estimar quan duraran els experiments que volem fer, saber quin impacte\u00a0econ\u00f2mic\u00a0tindr\u00e0 un canvi, estimar els beneficis que comportar\u00e0 una millora de conversi\u00f3, etc.<\/li>\n<li><strong>Programaci\u00f3:<\/strong> Si vols fer CRO el codi no t&#8217;ha de fer por. No cal que siguis un programador, pero cal que s\u00e0pigues com funciona una web per administrar els experiments, tests i proves que vulguis fer.<\/li>\n<li><strong>Anal\u00edtica web i testing:<\/strong> Si vols fer un canvi o programar un test cal que agafis primer una eina com Google Analytics i comencis a extreure anomalies, tend\u00e8ncies, segments\u00a0i patrons a partir de les dades. Aix\u00ed no et\u00a0quedar\u00e0s\u00a0nom\u00e9s amb els informes, \u00a0podr\u00e0s fer decisions amb coneixament.<\/li>\n<li><strong>Usabilitat:<\/strong>\u00a0\u00c9s tota una ci\u00e8ncia amb els seus procesos i metodologies.<\/li>\n<li><strong>Gestor de projectes:<\/strong> La coordinaci\u00f3 d&#8217;accions entre interlocutors i responsables \u00e9s una cosa continua. Prioritzar, evitar riscos i desbloquejar problemes \u00e9s una de les claus de l&#8217;\u00e8xit.<\/li>\n<li><strong>Verificacions al detall:<\/strong> Cal tenir en compte que els canvis, per petits que siguin poden tenir un efecte important. A vegades fas un experiment amb poques variables per\u00f2 s&#8217;introdueixen variables que no havies tingut en compte.<\/li>\n<li><strong>Disseny web:<\/strong> El que fa que un disseny sigui bo \u00e9s que influeixi en el comportament de l&#8217;usuari. Si el disseny aconsegueix crear un cert estat d&#8217;\u00e0nim al usuari, aix\u00f2 facilita les coses.<\/li>\n<li><strong>Escriure:<\/strong>\u00a0T&#8217;ha d&#8217;agradar escriure, revisar textos i millorar-los. Una persona que est\u00e0 visitant la teva web t\u00e9 una motivaci\u00f3.<\/li>\n<li><strong>M\u00e0rqueting i vendes:<\/strong> Tot i que cal saber que es mou en el m\u00e0rqueting online, hi ha els m\u00e8todes\u00a0de tota la vida que han servit, serveixen i servir\u00e0n per vendre.\u00a0Saber conceptes de m\u00e0rqueting i vendes t&#8217;ajudar\u00e0 a\u00a0escriure\u00a0textos m\u00e9s persuasius.<\/li>\n<li><strong>Psicologia i neurom\u00e0rqueting:<\/strong> Una cosa \u00e9s el que les persones diuen que fan i l&#8217;altre \u00e9s el que fan realment. L&#8217;imporant s\u00f3n les motivacions reals del moment. Fins i tot analitzant les dades es fa molt dif\u00edcil entendre quins s\u00f3n els factors emocionals que influeixen al comportament de l&#8217;usuari.<\/li>\n<li><strong>Empatia:<\/strong> Fins i tot si penses en un arquetipus del teu visitant a vegades es fa dif\u00edcil a la gent posar-se en el lloc de l&#8217;altre. No \u00e9s q\u00fcesti\u00f3 de dissenyar el que et conven\u00e7 a tu, cal dissenyar el que\u00a0conven\u00e7\u00a0a cadasc\u00fa.<\/li>\n<li><strong>Creativitat:<\/strong> \u00a0Aplicar les millors pr\u00e0ctiques d&#8217;usabilitat i\u00a0experi\u00e8ncia\u00a0d&#8217;usuari per facilitar l&#8217;aprenentatge, \u00fas i efici\u00e8ncia dels llocs webs, es requereix molta m\u00e0 dreta. Cal ser prou atrevit per trencar-les.<\/li>\n<li><strong>Imaginaci\u00f3:<\/strong> A vegades els resultats d&#8217;un test contradiuen les hip\u00f2tesis. Cal imaginar-se molt b\u00e9 la situaci\u00f3 per comprendre que pot estar pasant.<\/li>\n<\/ul>\n<div><a href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/fec_desire.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-822\" title=\"fec_desire\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/fec_desire.png\" alt=\"\" width=\"600\" height=\"374\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/fec_desire.png 600w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/fec_desire-300x187.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/div>\n<div><\/div>\n<h2>Usabilitat vs Conversi\u00f3<\/h2>\n<div>La usabilitat \u00e9s una ci\u00e8ncia i com a ci\u00e8ncia t\u00e9 un paper important en la optimitzaci\u00f3 de la conversi\u00f3.<\/div>\n<div>De tota manera, per optimitzar el percentatge de conversi\u00f3 d&#8217;un lloc web no n&#8217;hi ha prou amb la millora de la usabilitat.<\/div>\n<div>En definitiva, un test d&#8217;usabilitat no pot mesurar la motivaci\u00f3 personal ni els escenaris de persuasi\u00f3. Gr\u00e0cies a\u00a0l&#8217;anal\u00edtica\u00a0web podem\u00a0segmentar\u00a0visitants en\u00a0diferents\u00a0grups i saber com es comporten. Ens permet mesurar\u00a0l&#8217;activitat\u00a0dels escenaris de persuasi\u00f3.<\/div>\n<div><\/div>\n<div>Amb diferents m\u00e9todes d&#8217;investigaci\u00f3 podrem saber:<\/div>\n<div>\n<ul>\n<li>Quants opinen X?<\/li>\n<li>Quants fan Y?<\/li>\n<li>Per que fan Z?<\/li>\n<li>Per que opinen W?<\/li>\n<\/ul>\n<p><a style=\"font-style: normal;\" href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/user-research-methods-3d.png\"><img loading=\"lazy\" decoding=\"async\" title=\"user-research-methods-3d\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/user-research-methods-3d.png\" alt=\"\" width=\"756\" height=\"540\" \/><\/a><\/p>\n<\/div>\n<div><\/div>\n<h2>Llibres que poden ajudar en l&#8217;optimitzaci\u00f3 de la conversi\u00f3<\/h2>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0321344758\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0321344758\">Don&#8217;t Make Me Think!: A Common Sense Approach to Web Usability<\/a><a href=\"http:\/\/www.amazon.es\/gp\/product\/0470130652\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0470130652\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=0321344758\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><\/a><br \/>\nBones pr\u00e0ctiques en Usabilitat web.<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0470130652\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0470130652\">Web Analytics: An Hour a Day<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=0470130652\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nIntroducci\u00f3 a l&#8217;Anal\u00edtica web.<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/156205810X\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=156205810X\">Designing Web Usability: The Practice of Simplicity<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=156205810X\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nIntroducci\u00f3 al Disseny web usable<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/073571102X\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=073571102X\">Jakob Nielsen&#8217;s 50 Websites: Real World Usability Deconstructed: 50 Websites Deconstructed (Voices That Matter)<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=073571102X\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nL&#8217;usabilitat a les p\u00e0gines inicials<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0125184069\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0125184069\">Usability Engineering (Interactive Technologies)<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=0125184069\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nEls procesos i m\u00e9todes de la Usabilitat<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0470529393\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0470529393\">Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity<br \/>\n<\/a>Un model per a l&#8217;Anal\u00edtica web.<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/078521965X\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=078521965X\">Call to Action: Secret Formulas to Improve Online Results<\/a><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=078521965X\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nIntroducci\u00f3 a l&#8217;optimitzaci\u00f3 de la conversi\u00f3.<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0785218971\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0785218971\">Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=0785218971\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nUn model per a millora la conversi\u00f3.<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0470610123\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0470610123\">Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=0470610123\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nL&#8217;optimitzaci\u00f3 de la conversi\u00f3 de les p\u00e0gines d&#8217;entrada<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0321603605\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0321603605\">Neuro Web Design: What Makes Them Click?<br \/>\n<\/a>Conceptes de\u00a0\u201cneuro-marketing\u201d aplicats al disseny web.<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0470616334\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0470616334\">Convert!: Designing Web Sites to Increase Traffic and Conversion<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.es\/e\/ir?t=elnostraco-21&amp;l=as2&amp;o=30&amp;a=0470616334\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nDisseny de p\u00e0gines web persuasives<\/p>\n<p><a href=\"http:\/\/www.amazon.es\/gp\/product\/0385523890\/ref=as_li_ss_tl?ie=UTF8&amp;tag=elnostraco-21&amp;linkCode=as2&amp;camp=3626&amp;creative=24822&amp;creativeASIN=0385523890\">Buyology: Truth and Lies about Why We Buy: Truth and Lies about Why We Buy<\/a><br \/>\nResultats d&#8217;un estudi de neuromarketing per coneixer que influeix les nostres desicions.<\/p>\n<p>&nbsp;<\/p>\n<h2>Altres articles d&#8217;aquest blog que et podrien interesar<\/h2>\n<ul>\n<li><a href=\"http:\/\/elnostreraco.com\/blog\/vilaweb-problemes-usabilitat-nova-home\/\">Usabilitat i problemes de la navegaci\u00f3 de Vilaweb<\/a><\/li>\n<li><a href=\"http:\/\/elnostreraco.com\/blog\/internet-pot-ser-millor-que-el-paper\/\">Internet pot ser millor que el paper<\/a><\/li>\n<li><a href=\"http:\/\/elnostreraco.com\/blog\/aprendre-organitzar-informacio\/\">Informaci\u00f3, coneixement\u00a0i saviesa<\/a><\/li>\n<li><a href=\"http:\/\/elnostreraco.com\/blog\/tagline-la-frase-que-diu-qui-ets\/\">Tagline, la frase que diu qui ets<\/a><\/li>\n<li><a href=\"http:\/\/elnostreraco.com\/blog\/test-multivariant-plantilla-google-website-optimizer\/\">Test multivariant amb Google Website Optimizer<\/a><\/li>\n<\/ul>\n<p>Pots <a href=\"http:\/\/elnostreraco.com\/blog\/feed\/\">subscriure&#8217;t per RSS<\/a>\u00a0si vols estar alerta de nous articles o <a href=\"http:\/\/elnostreraco.com\/blog\/quant-a\/\">contactar amb mi<\/a> si necessites ajuda o vols que faci alguna xerrada.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qu\u00e8 \u00e9s la optimitzaci\u00f3 de la conversi\u00f3? La optimitzaci\u00f3 del percentatge de conversi\u00f3 (CRO) \u00e9s un proc\u00e9s\u00a0que busca augmentar el percentatge d&#8217;usuaris que fan una acci\u00f3\u00a0satisfact\u00f2ria\u00a0pel propietari d&#8217;un lloc web (subscriure&#8217;s, demanar informaci\u00f3 per contractar &hellip; <\/p>\n","protected":false},"author":1,"featured_media":822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[18],"class_list":["post-798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","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>Optimitzaci\u00f3 de la conversi\u00f3: Qu\u00e8 \u00e9s, qu\u00e8 cal saber i llibres ~ Conversi\u00f3<\/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\/optimitzacio-de-la-conversio\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimitzaci\u00f3 de la conversi\u00f3: Qu\u00e8 \u00e9s, qu\u00e8 cal saber i llibres ~ Conversi\u00f3\" \/>\n<meta property=\"og:description\" content=\"Qu\u00e8 \u00e9s la optimitzaci\u00f3 de la conversi\u00f3? La optimitzaci\u00f3 del percentatge de conversi\u00f3 (CRO) \u00e9s un proc\u00e9s\u00a0que busca augmentar el percentatge d&#8217;usuaris que fan una acci\u00f3\u00a0satisfact\u00f2ria\u00a0pel propietari d&#8217;un lloc web (subscriure&#8217;s, demanar informaci\u00f3 per contractar &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/elnostreraco.com\/blog\/optimitzacio-de-la-conversio\/\" \/>\n<meta property=\"og:site_name\" content=\"Jordi Rosell\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/jrosell\" \/>\n<meta property=\"article:published_time\" content=\"2012-09-15T18:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-03-29T10:36:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/09\/fec_desire.png?fit=600%2C374&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"374\" 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