{"id":18733,"date":"2017-05-17T00:00:00","date_gmt":"2017-05-16T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/com-augmentar-la-conversio-en-dispositius-mobils\/"},"modified":"2017-05-17T00:00:00","modified_gmt":"2017-05-16T22:00:00","slug":"com-augmentar-la-conversio-en-dispositius-mobils","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/com-augmentar-la-conversio-en-dispositius-mobils\/","title":{"rendered":"Com augmentar la conversi\u00f3 en dispositius m\u00f2bils"},"content":{"rendered":"

Cada dia que passa els dispositius m\u00f2bils guanyen m\u00e9s penetraci\u00f3 en el mercat online. M\u00e9s del 50% de les compres online a Espanya ja es fan des de dispositius m\u00f2bils<\/strong>, i \u00e9s que el concepte Mobile First<\/a>, que semblava una aspiraci\u00f3 els darrers anys, ja s\u2019ha convertit en un \u201cmust\u201d dins de la nostra estrat\u00e8gia digital.
\nAl departament de m\u00e0rqueting digital de TLG Commerce<\/a> hem analitzat diversos casos de botigues online en la seva versi\u00f3 mobile per veure qu\u00e8 busca l\u2019usuari quan accedeix al nostre comer\u00e7 electr\u00f2nic des del seu smartphone.<\/p>\n

\"augmentar<\/p>\n

En conclusi\u00f3, hi ha conceptes que tots els eCommerce necessiten: usabilitat<\/strong>, navegaci\u00f3<\/strong> i interacci\u00f3 fluida<\/strong> per part de l\u2019usuari.<\/p>\n

El comportament de l\u2019usuari en dispositius m\u00f2bils<\/h2>\n

Les t\u00e8cniques tradicionals de persuasi\u00f3 no funcionen perqu\u00e8 les compres des del m\u00f2bil tendeixen a ser m\u00e9s impulsives. De fet, la navegaci\u00f3 m\u00f2bil en un mateix site es pot reduir fins a un ter\u00e7 per sessi\u00f3<\/strong> si la comparem amb les sessions d\u2019escriptori.<\/p>\n

Per aix\u00f2 l\u2019usuari m\u00f2bil estar\u00e0 m\u00e9s satisfet si:
\n1. Li preparem una plantilla web f\u00e0cil de navegar<\/strong>.
\n2. Incorporem un sistema de navegaci\u00f3 intu\u00eftiu<\/strong>.
\n3. Constru\u00efm una web per a m\u00f2bils lleugera<\/strong>.<\/p>\n

Tots aquests punts tenen un mateix objectiu: reduir el temps de c\u00e0rrega del site i oferir a l\u2019usuari una experi\u00e8ncia de compra c\u00f2moda, agradable i r\u00e0pida<\/strong>.<\/p>\n

L\u2019usuari digital interactua de mitjana fins a 200 vegades al dia<\/strong> amb el seu smartphone, odia esperar i encara m\u00e9s si hi accedeix des del m\u00f2bil\u2026 m\u00e9s del 75% del tr\u00e0nsit m\u00f2bil<\/strong> que arribi al teu eCommerce abandonar\u00e0 la p\u00e0gina si triga m\u00e9s de 5 segons a carregar<\/strong>!<\/p>\n

\"com
\nAvui dia les p\u00e0gines web per a m\u00f2bils pesen de mitjana 2 MB<\/strong>, quan el 2011 nom\u00e9s en pesaven 390 KB<\/strong>!
\nNo podem oblidar-ho quan parlem de velocitat de c\u00e0rrega i la relacionem amb l\u2019experi\u00e8ncia d\u2019usuari. Sempre tenim en compte el moment en qu\u00e8 l\u2019usuari pot comen\u00e7ar a interactuar amb la p\u00e0gina web<\/strong>, encara que hi hagi elements propis o de tercers que no s\u2019hagin carregat.<\/p>\n

Per qu\u00e8 s\u2019ha multiplicat la mida per m\u00e9s de 6<\/strong>?<\/p>\n

El contingut que oferim \u00e9s cada vegada m\u00e9s ric, m\u00e9s elaborat i m\u00e9s personalitzat<\/strong>. No oblidem que el 2015 el v\u00eddeo es va convertir<\/strong> en la principal font de contingut a les xarxes socials i se n\u2019ha accelerat el consum, ja sigui per la facilitat per compartir-lo o per la seva facilitat d\u2019\u00fas.
\nEls mateixos negocis online han incorporat el v\u00eddeo<\/strong> per ajudar en el proc\u00e9s de decisi\u00f3 de compra, a m\u00e9s d\u2019incrementar el temps per sessi\u00f3<\/strong> i afavorir un millor posicionament de les versions m\u00f2bils.<\/p>\n

Tots aquests resultats ens porten a un mateix punt: la conversi\u00f3<\/strong>.<\/p>\n

Com \u00e9s la conversi\u00f3 en dispositius m\u00f2bils<\/h2>\n

Els impactes que fem han de repercutir en la decisi\u00f3 final de l\u2019usuari<\/strong>, ja que la conversi\u00f3 i la interacci\u00f3 de l\u2019usuari van de la m\u00e0 de la velocitat de c\u00e0rrega en mobile.<\/p>\n

Allargar el temps de c\u00e0rrega comporta molts perjudicis<\/strong>, entre els quals destaquem:
\n1. Empitjora el rendiment de les p\u00e0gines.
\n2. Augmenta el percentatge de rebot.
\n3. Pitjors \u00edndexs de conversi\u00f3.
\n4. Pitjors \u00edndexs de retenci\u00f3.
\n5. Acaba afectant el rastreig de la p\u00e0gina.<\/p>\n

La velocitat de la teva p\u00e0gina afecta directament la quantitat d\u2019URL que Googlebot arriba a rastrejar<\/strong>. Com m\u00e9s lenta sigui la c\u00e0rrega de la teva web per a m\u00f2bils, menys oportunitats tindr\u00e0s d\u2019aconseguir m\u00e9s profunditat de rastreig i que les URL s\u2019indexin de manera eficient.
\nSegons un estudi de SOASTA sobre la conversi\u00f3 en relaci\u00f3 amb el temps de c\u00e0rrega en webs per a m\u00f2bils, el temps de c\u00e0rrega perfecte seria d\u2019aproximadament 2,4 segons<\/strong>.<\/p>\n

\"augmentar<\/p>\n

Font: SOASTA Case Study<\/p>\n

D\u2019altra banda, millorar el temps de c\u00e0rrega de la teva botiga online<\/strong> t\u2019ajudar\u00e0 a obtenir \u00edndexs de rebot m\u00e9s baixos i visites de m\u00e9s qualitat.<\/p>\n

\"rebot<\/p>\n

Font: SOASTA Case Study<\/p>\n

Qu\u00e8 passa quan es combinen conversi\u00f3 i experi\u00e8ncia d\u2019usuari?<\/h2>\n

La combinaci\u00f3 de totes dues et permet obrir les portes a noves oportunitats de negoci<\/strong> i a pressupost per invertir en millorar les r\u00e0tios de conversi\u00f3 dels teus clients.
\nDe fet, aquesta \u00e9s una de les tend\u00e8ncies que actualment s\u2019estan aplicant en el m\u00e0rqueting estrat\u00e8gic digital.<\/p>\n

En resum, capitalitzar\u00e0s m\u00e9s el tr\u00e0nsit que obtens dels teus clients potencials<\/strong>, fent que en la primera visita tinguin m\u00e9s probabilitat de convertir-se en una venda. Per aix\u00f2 parlo d\u2019optimitzaci\u00f3 com aquella m\u00e8trica que acaba incrementant el retorn de les nostres inversions i, alhora, converteix un percentatge m\u00e9s alt del tr\u00e0nsit actual que rebem i atreu nous usuaris a un cost m\u00e9s baix<\/strong>.<\/p>\n

\"millorar<\/p>\n

Aquestes dues m\u00e8triques combinades donen com a resultat un indicador clau del rendiment del nostre eCommerce anomenat CPA<\/strong> (cost per adquisici\u00f3), o dit d\u2019una altra manera: quant pago per cada client que acaba comprant?<\/p>\n

Aquest indicador \u00e9s el sant greal per a les empreses que necessiten anunciar-se online: si el meu CPA es redueix, vol dir que puc invertir m\u00e9s a publicitar la meva empresa en altres mitjans, online o offline, a m\u00e9s d\u2019aconseguir una estructura empresarial m\u00e9s robusta<\/strong>.<\/p>\n

Conclusions generals<\/h2>\n

Per petits i insignificants que siguin els canvis en una \u201clanding page\u201d dissenyada especialment per a dispositius m\u00f2bils, podem millorar fins a un 200% la conversi\u00f3 de les visites millorant el disseny d\u2019un simple bot\u00f3<\/strong>.<\/p>\n

\u00c9s vital que l\u2019usuari pugui moure\u2019s pel nostre comer\u00e7 electr\u00f2nic amb un sol dit<\/strong> i, si \u00e9s possible, que hi hagi un sol pas per completar la passarel\u00b7la de pagament.
\nSobretot, cal tenir molt en compte la lat\u00e8ncia i l\u2019amplada de banda de la connexi\u00f3 d\u2019un dispositiu m\u00f2bil<\/strong>: amb 3G \u00e9s d\u20191,5 MB\/s, amb 4G seria de 4 MB\/s i la nostra connexi\u00f3 dom\u00e8stica arribaria als 200 MB\/s.<\/p>\n

Com a conseq\u00fc\u00e8ncia, trobem temps de c\u00e0rrega ut\u00f2pics i desesperants; optimitzar la mida del lloc web<\/strong> \u00e9s un factor molt rellevant per reduir el teu CPA.
\nAmb aquesta reducci\u00f3 podr\u00e0s invertir m\u00e9s i consolidar\u00e0s el teu ROI<\/strong>, cosa que sens dubte acabar\u00e0 generant beneficis al teu eCommerce.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cada dia que passa els dispositius m\u00f2bils guanyen m\u00e9s penetraci\u00f3 en el mercat online. M\u00e9s del 50% de les compres online a Espanya ja es fan des de dispositius m\u00f2bils, i \u00e9s que el concepte Mobile First, que semblava una aspiraci\u00f3 els darrers anys, ja s\u2019ha convertit en un \u201cmust\u201d dins de la nostra estrat\u00e8gia […]<\/p>\n","protected":false},"author":2,"featured_media":12949,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1721],"tags":[],"class_list":["post-18733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"yoast_head":"\nCom augmentar la conversi\u00f3 en dispositius m\u00f2bils | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Cada dia que passa els dispositius m\u00f2bils guanyen m\u00e9s penetraci\u00f3 en el mercat online. 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