Siguiendo con nuestro aprendizaje sobre merchandising digital, hoy vamos a ver algunos ejemplos de cosas que puedes hacer para que tu tienda online proporcione una experiencia más placentera (traducido: que al final vendas más). He encontrado una imagen que me ha gustado porque ilustra muy bien los factores de la conversión:

La imagen es más explicativa que mil posts, ponla en lugar visible y procura mirarla con cariño de cuando en cuando.

Lección número 6: proporciona alternativas

No dejes a tu usuario perdido. Darle alternativas es bueno, pero siempre oriéntale para que no se pierda, recomiéndale alguna de ellas para que la indecisión no le deje bloqueado.

Lección número 7: si tu proceso de compra es muy complejo, muestra ejemplos primero

Tienes que demostrar desde el primer momento lo bueno que eres, así que si el usuario va a tardar mucho en comprobarlo ve adelantándole alguna cosa, aunque sólo sea una aproximación:

Lección número 8: sssssssssh, no le distraigas

Tu cliente está comprando, no le distraigas ahora. ¿Realmente necesitas pedirle ahora todos esos datos? ¿Qué tal pedirle primero los datos fundamentales y en la página final (con la compra ya terminada) le incentivas de alguna manera para que te rellene otros datos más accesorios?

Lección número 9: refuerza su decisión durante el proceso

Mientras tu cliente da los pasos necesarios del proceso de compra, refuerza la decisión que ha tomado mediante los recursos que se te ocurran:

  • Muéstrale una imagen preciosa del producto que está comprando.
  • Si vendes un servicio intangible, recuérdale las ventajas básicas del producto.
  • Un bodegón del welcome pack puede ser una buena idea, tu cliente lo quiere ya en su casa.
  • Las opiniones positivas (reales) de otros usuarios también pueden influir positivamente, como nos ha recordado recientemente Tomy Lorsch.

Lección número 10: aprovecha el poder de las marcas

Tu cliente recibe impactos de marca continuos por parte de los fabricantes, aprovéchalo. Por ejemplo, si para comprar un coche ha pasado por un proceso largo hasta elegir una marca y enamorarse de ella, ayúdale visualmente cuando elija su seguro:

Y la lección básica y primordial: no te canses de medir y de probar. Si lo que has hecho crees que es lo ideal, el único que te dará o quitará la razón es el usuario. Si no funciona, no es bueno. Si funciona, sigue probando porque habrá otro camino aún mejor.

(Continuará…) Aunque si te interesa el tema, aquí tienes más de 30 trucos más.

About Javier Poveda

Un apasionado del marketing y la tecnología, con la mente siempre puesta en los porqués de las decisiones que toman mis colegas de profesión. Curtido en agencia y cliente, y con la visión periférica entrenada después de varias misiones en departamentos de marketing.

22 Thoughts on “Aprendiendo sobre merchandising digital (II)

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