{"id":18286,"date":"2024-02-08T13:15:58","date_gmt":"2024-02-08T12:15:58","guid":{"rendered":"https:\/\/trilogi.com\/blog\/optimitzant-la-recuperacio-de-carrets-abandonats-amb-connectif-data-first\/"},"modified":"2026-10-23T18:20:06","modified_gmt":"2026-10-23T16:20:06","slug":"optimitzant-la-recuperacio-de-carrets-abandonats-amb-connectif-data-first","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/optimitzant-la-recuperacio-de-carrets-abandonats-amb-connectif-data-first\/","title":{"rendered":"Optimitzant la recuperaci\u00f3 de carrets abandonats amb Connectif: Data-First i test A\/B\/X"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Benvingut al vertigen, al canvi o, el que \u00e9s el mateix, benvingut al m\u00e0rqueting, on cada decisi\u00f3 \u00e9s crucial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La informaci\u00f3 \u00e9s poder, aix\u00ed que ser capa\u00e7 d\u2019estructurar dades per obtenir informaci\u00f3 valuosa i prendre amb ella decisions intel\u00b7ligents \u00e9s imprescindible. En el m\u00f3n del m\u00e0rqueting, les dades s\u00f3n els nostres millors aliats. Descobreix en aquest post la sinergia vital entre el Data-First Marketing i les proves A\/B\/X a Connectif, \u00e9s a dir, com la presa de decisions basada en dades portar\u00e0 les teves campanyes m\u00e9s amunt que mai.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Optimizando la Recuperaci\u00f3n de Carritos Abandonados con Connectif: Data-First y Test A\/B\/X - Trilogi - The eCommerce Agency\" src=\"https:\/\/player.vimeo.com\/video\/910767681?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El test A\/B em sona, per\u00f2 qu\u00e8 \u00e9s \u00abData-First\u00bb?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ser Data-First vol dir centrar-se en la informaci\u00f3 per prendre decisions, establir objectius basats en dades i optimitzar cont\u00ednuament en un entorn empresarial impulsat per la informaci\u00f3. Tenir un enfocament Data-First ens permetr\u00e0 optimitzar cont\u00ednuament les nostres accions per aconseguir el m\u00e0xim impacte possible i obtenir resultats m\u00e9s enll\u00e0 de l\u2019excel\u00b7lent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sempre vols treure el m\u00e0xim profit de les estrat\u00e8gies de <a href=\"https:\/\/trilogi.com\/ca\/agencia-connectif-marketing-automation\/\">marketing automation<\/a> del teu eCommerce. Per exemple, segur que, donada la import\u00e0ncia dels carrets abandonats, potser vols saber si oferir descomptes personalitzats basats en l\u2019historial de compra influeix positivament en les taxes de conversi\u00f3 en comparaci\u00f3 amb una variant est\u00e0ndard que recorda els productes abandonats. Cal prendre una decisi\u00f3, per\u00f2 com?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Analitzar, testejar i tornar a comen\u00e7ar. Aquesta \u00e9s la resposta, i aix\u00f2 \u00e9s el que has de tenir en compte:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Definici\u00f3 d\u2019objectius:<\/strong> Abans d\u2019iniciar un test A\/B\/X, l\u2019enfocament Data-First t\u2019insta a definir <strong>objectius clars i mesurables<\/strong>. Vols augmentar conversions, millorar les taxes d\u2019obertura dels correus, o totes dues coses? La precisi\u00f3 s\u2019aconsegueix entenent les m\u00e8triques clau que mesurarem.<\/li>\n\n\n\n<li><strong>Identificaci\u00f3 de variables clau:<\/strong> L\u2019enfocament Data-First permet identificar les <strong>variables clau amb m\u00e9s precisi\u00f3<\/strong>. L\u2019an\u00e0lisi de dades et permet seleccionar variables que realment impacten en el comportament del client, cosa que facilita una segmentaci\u00f3 efectiva basada en dades demogr\u00e0fiques, comportament i\/o prefer\u00e8ncies.<\/li>\n\n\n\n<li><strong>Disseny de variants basat en dades:<\/strong> El Data-First Marketing et guia en la creaci\u00f3 de <strong>variants basades en dades<\/strong>. Entendre les dades de comportament de l\u2019usuari et permet dissenyar variants alineades amb les prefer\u00e8ncies de la teva audi\u00e8ncia, assegurant que siguin significatives i capaces de generar resultats valuosos.<\/li>\n\n\n\n<li><strong>Fer un test A\/B\/X per prendre una decisi\u00f3 t\u00e0ctica: <\/strong>Configures el test A\/B\/X i fas la prova enviant la variant est\u00e0ndard a un grup d\u2019usuaris i la variant personalitzada a un altre. Durant la prova, observes m\u00e8triques com les taxes d\u2019obertura, els clics i les compres.<\/li>\n\n\n\n<li><strong>Data-First Marketing:<\/strong> Abans de la prova, has utilitzat dades hist\u00f2riques de comportament del client per identificar patrons i dissenyar les variants. Descobreixes que els clients que abans van respondre positivament a descomptes personalitzats tendeixen a convertir m\u00e9s. Durant la prova, l\u2019enfocament Data-First et permet analitzar en temps real com respon cada grup d\u2019usuaris a les variants. Descobreixes que, efectivament, els que van rebre descomptes personalitzats mostren una taxa de conversi\u00f3 m\u00e9s alta.<\/li>\n\n\n\n<li><strong>Relaci\u00f3 simbi\u00f2tica:<\/strong> L\u2019\u00fas de les dades i de l\u2019anal\u00edtica a trav\u00e9s dels tests \u00e9s fonamental per impulsar l\u2019\u00e8xit de les teves campanyes.<strong> <\/strong>El test A\/B\/X et dona resultats t\u00e0ctics espec\u00edfics: la variant personalitzada \u00e9s m\u00e9s efectiva. Per\u00f2 la veritable for\u00e7a rau en la relaci\u00f3 simbi\u00f2tica. La informaci\u00f3 recopilada durant la prova no nom\u00e9s influeix en la decisi\u00f3 t\u00e0ctica actual, sin\u00f3 que tamb\u00e9 retroalimenta la base de dades i enriqueix encara m\u00e9s la teva comprensi\u00f3 del que connecta amb els teus clients i de les teves accions futures.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s a dir, la propera vegada que facis un test, tindr\u00e0s un coneixement m\u00e9s profund basat en l\u2019experi\u00e8ncia passada i en dades, gr\u00e0cies a la relaci\u00f3 cont\u00ednua entre els tests i l\u2019enfocament Data-First. Aquest cicle de millora cont\u00ednua \u00e9s el que fa que la combinaci\u00f3 de tots dos enfocaments sigui potent i efectiva a llarg termini.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Espero que hagis pres apunts, perqu\u00e8 ara anem amb una cosa pr\u00e0ctica. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La guia pr\u00e0ctica definitiva: 5 passos per optimitzar campanyes de recuperaci\u00f3 de carrets amb el test A\/B\/X de Connectif<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" src=\"blob:https:\/\/trilogi.com\/dc2b5971-55b3-4a8d-8625-c7cc7f7ee534\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pas 1. Definir objectius Data-First:<\/strong> Abans de submergir-nos a Connectif, establim objectius espec\u00edfics basats en dades. Volem millorar les taxes de conversi\u00f3 o augmentar l\u2019obertura dels correus? En aquest cas, ens centrarem en el CTR: veurem quin \u00e9s el millor moment per impactar un client i recuperar la seva motivaci\u00f3 de compra, \u00e9s a dir, que faci clic per finalitzar la comanda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pas 2. Identificar variables clau: <\/strong> Analitzem les dades d\u2019abandonament per identificar variables clau. El seu workflow actual de carret abandonat t\u00e9 impactes diferents en diversos moments des de l\u2019abandonament. Els resultats del primer email, a les 4 hores, tenen uns KPI molt millors, especialment el CTR, que \u00e9s el que volem millorar. A partir d\u2019aix\u00f2, podem partir de la hip\u00f2tesi que, quan el client ha deixat la cistella plena i ha marxat sense completar la comanda, el temps \u00e9s clau per recuperar-lo i evitar que la seva motivaci\u00f3 de compra s\u2019apagui. <br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" src=\"blob:https:\/\/trilogi.com\/47f686a9-c656-4d39-852f-9d3d0c16b914\"><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td colspan=\"2\">Primer email: Email Carrito Abandona 1prod (ES) &#8211; 4 hores<\/td><td colspan=\"2\">Segon email: Email Carrito Abandona 1prod (ES) &#8211; 1 dia<\/td><td colspan=\"2\">Tercer email: Email Carrito Abandona 1prod (ES) &#8211; 2 dies<\/td><\/tr><tr><td>OR<\/td><td>CTR<\/td><td>OR<\/td><td>CTR<\/td><td>OR<\/td><td>CTR<\/td><\/tr><tr><td>55%<\/td><td>10%<\/td><td>35%<\/td><td>4%<\/td><td>20%<\/td><td>2%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pas 3. Dissenyar variants informades:<\/strong> Partim de la nostra premissa: \u00abCom menys temps, millor CTR\u00bb. Tenint present aquesta hip\u00f2tesi i les dades de comportament, dissenyarem variants de correus de carret abandonat alineades amb aquesta variable independent de temps. \u00c9s a dir, comprovarem si enviar abans t\u00e9 un impacte positiu en l\u2019objectiu que busquem: millorar el CTR. Per tant, creem variants independents configurant diversos correus electr\u00f2nics amb un temps d\u2019enviament diferent i m\u00e9s curt que l\u2019actual: 30 minuts, 1 hora, 2 hores i 4 hores. Mantenim l\u2019email de 4 hores com a variable de control. <br> <br><strong>Pas 4. Configuraci\u00f3 precisa a Connectif:<\/strong> <br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Segmentaci\u00f3 d\u2019audi\u00e8ncia:<\/strong> Selecciona el segment d\u2019audi\u00e8ncia al qual adre\u00e7ar\u00e0s el test ABX. Pots optar per provar tota la llista de contactes o segmentar segons criteris espec\u00edfics, com ara clients amb carrets d\u2019alt valor. En aquest cas, tindrem en compte tota la llista de contactes.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1100\" height=\"375\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4-1100x375.png\" alt=\"\" class=\"wp-image-16959\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4-1100x375.png 1100w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4-300x102.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4-768x262.png 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4-1536x524.png 1536w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4-1170x399.png 1170w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-4.png 1600w\" sizes=\"(max-width: 1100px) 100vw, 1100px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Activaci\u00f3 del test A\/B\/X:<\/strong> Indica el moment en qu\u00e8 s\u2019activar\u00e0 el test A\/B\/X. En aquest cas, s\u2019activar\u00e0 quan els contactes del segment seleccionat abandonin el carret. Aqu\u00ed farem una comprovaci\u00f3 extra despr\u00e9s d\u2019aquest node: evitar que s\u2019envi\u00efn carrets a qui ha comprat recentment. Pot passar que es faci una compra entre l\u2019abandonament del carret i la comunicaci\u00f3. Per tant, exclourem d\u2019aquesta comunicaci\u00f3 els que hagin comprat l\u2019\u00faltim dia. <br><\/li>\n\n\n\n<li><img decoding=\"async\" src=\"blob:https:\/\/trilogi.com\/b29a79be-303a-41a3-a8d3-91879f61dec6\"><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Configuraci\u00f3 del test A\/B\/X:<\/strong> Fes servir les opcions que ofereix Connectif per crear branques de workflows corresponents a diferents temps d\u2019espera per enviar el correu de recuperaci\u00f3 de carret. \u00c9s important tenir sempre una variable de control; en aquest cas, mantenir el temps d\u2019espera actual entre les opcions per poder comparar. Per exemple, aquestes serien les nostres variables dependents:<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Opci\u00f3 A: enviar als 30 minuts<\/li>\n\n\n\n<li>Opci\u00f3 B: enviar en una hora<\/li>\n\n\n\n<li>Opci\u00f3 C: enviar en dues hores.<\/li>\n\n\n\n<li>Opci\u00f3 D: enviar en quatre hores (grup de control, temps actual)<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1027\" height=\"718\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-5.png\" alt=\"\" class=\"wp-image-16960\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-5.png 1027w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-5-300x210.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-5-768x537.png 768w\" sizes=\"(max-width: 1027px) 100vw, 1027px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Durada del test:<\/strong> Configura el per\u00edode de la prova. Aqu\u00ed \u00e9s important tenir en compte el context o variables com l\u2019estacionalitat, ja que afecten els resultats que puguem obtenir. En aquesta ocasi\u00f3, establirem 7 dies per tenir una mostra prou representativa. En acabar aquest per\u00edode, Connectif seleccionar\u00e0 autom\u00e0ticament l\u2019opci\u00f3 guanyadora i la implementar\u00e0 per millorar l\u2019efectivitat de la teva estrat\u00e8gia de recuperaci\u00f3 de carrets.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1100\" height=\"559\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-3-1100x559.png\" alt=\"\" class=\"wp-image-16958\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-3-1100x559.png 1100w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-3-300x152.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-3-768x390.png 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-3-1170x595.png 1170w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/image-3.png 1507w\" sizes=\"(max-width: 1100px) 100vw, 1100px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pas 5. Monitoritzar, optimitzar i tornar a comen\u00e7ar<\/strong> Durant la prova, monitoritzem les m\u00e8triques d\u2019obertura i conversi\u00f3. Les dades en temps real ens poden indicar si cal fer ajustos o no. Passat el temps configurat, la variant guanyadora es converteix en la nova estrat\u00e8gia, per\u00f2 aix\u00f2 no \u00e9s el final. El que importa \u00e9s l\u2019optimitzaci\u00f3 cont\u00ednua: definir nous objectius que volem potenciar i basar-nos en dades per prendre les decisions. En aquest cas, ara podr\u00edem intentar millorar les taxes d\u2019obertura amb assumptes diferents o les taxes de conversi\u00f3 plantejant si fem servir descomptes personalitzats o no; el ventall \u00e9s ampli.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusions<\/strong> <br>Fusionar l\u2019enfocament Data-First amb les proves A\/B\/X a trav\u00e9s de Connectif no nom\u00e9s millora els resultats a curt termini, sin\u00f3 que tamb\u00e9 alimenta una estrat\u00e8gia de m\u00e0rqueting m\u00e9s intel\u00b7ligent i sostenible. La presa de decisions basada en dades no \u00e9s simplement una alternativa; \u00e9s el cam\u00ed cap a l\u2019\u00e8xit constant en l\u2019entorn competitiu actual. Aprofita el potencial de les teves dades per portar les teves campanyes a un nivell superior i augmentar la rendibilitat del teu negoci.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recorda que a Trilogi som aqu\u00ed per ajudar-te a assolir els teus objectius en marketing automation. A punt per potenciar les teves campanyes? Contacta amb nosaltres avui mateix!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Benvingut al vertigen, al canvi o, el que \u00e9s el mateix, benvingut al m\u00e0rqueting, on cada decisi\u00f3 \u00e9s crucial. La informaci\u00f3 \u00e9s poder, aix\u00ed que ser capa\u00e7 d\u2019estructurar dades per obtenir informaci\u00f3 valuosa i prendre amb ella decisions intel\u00b7ligents \u00e9s imprescindible. En el m\u00f3n del m\u00e0rqueting, les dades s\u00f3n els nostres millors aliats. Descobreix en [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16966,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Optimitzant la recuperaci\u00f3 de carrets abandonats amb Connectif: Data-First i test A\/B\/X | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"En el m\u00f3n del m\u00e0rqueting, les dades s\u00f3n els nostres millors aliats. 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