Marketero · Entrevistas
Dangerous Conversion Rate Myths That Are RUINING Your Business
12 ideas de marketing sacadas de «Dangerous Conversion Rate Myths That Are RUINING Your Business», de Professor Charley T. Sobre todo de conversión…
- 12 ideas despiezadas
- Fuente Professor Charley T
- Dura 21 min
- Publicada en 2025
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Medición y experimentosPara optimizar la jerarquía de las páginas de categoría y elementos de navegación, se debe medir el Revenue Per Session (ingresos atribuidos al elemento divididos entre el total de sesiones) y ordenar los bloques priorizando aquellos que generan mayor valor por visita.
this and say what has the highest revenue per session and obviously like so how we would do it at heat map.com is to see what has the highest revenue per session um which is essentially just Revenue divided by SE total revenue or revenue on element excuse me divided by essentially just order them by what gets the most Revenue per session so be
Escúchalo en el minuto 12:39
ConversiónEs recomendable activar los popups de descuento cuando el usuario alcanza entre un 25% y un 30% de profundidad de scroll en lugar de mostrarlos a los pocos segundos de llegada, asegurando que exista una intención e interacción previa antes de solicitar la conversión.
people look at popups I don't really love the popup upon arrival like people haven't done anything they haven't had any sort of interaction with you they haven't shown any intent to do anything first one is I would generally go with a 25 to 30% scroll depth popup so that there's some sort of intent around that through you should experiment with should it be a scroll depth one or a timed one at that three seconds because
Escúchalo en el minuto 1:26
ConversiónEs recomendable ubicar la prueba social (reseñas, menciones en medios o testimonios) en la parte superior del flujo de navegación (idealmente en el tercer bloque tras el hero image) para establecer confianza temprana antes de profundizar en el catálogo de productos.
generally I'm a big hey have it at the third like third it's like the third thing down or above just so that people get to know that like they can trust everything but I think having it essentially hero image reviews product is a great standard way to do it just so scrolling oh here's social proof oh here's products is how I would structure
Escúchalo en el minuto 17:12
ConversiónLos cambios de copy, imágenes principales o botones promocionales en activos digitales son decisiones reversibles y de bajo riesgo ('decisiones tipo 2'). No conviene sobreanalizar su implementación: a diferencia de la producción física, el ciclo de iteración es inmediato y cualquier cambio fallido se puede revertir al instante.
literally be the same thing it's just a different hero image and you change the copy done and I think people oh don't need to overthink it 100% I think it don't absolutely don't overthink it this irreversible it's a very kind of type two problem where it's like all right make a change it doesn't work well just flip it back to the thing that was working or do something else it's very easily you're very you have a very quick iteration cycle on this you can ship stuff really fast so don't get bogged
Escúchalo en el minuto 20:11
Mantener coherencia visual y narrativa entre el anuncio y la landing page
Mensaje y copywritingLa transición desde el anuncio hasta la página de aterrizaje debe mantener consistencia estricta en narrativa, imágenes y productos para evitar fricción cognitiva, facilitando que el usuario procese la experiencia de forma intuitiva y emocional en lugar de activar un análisis lógico defensivo.
talking about messaging and image cohesion right so you want to make sure everything is cohesive if I was running on this it's a cohesive experience and I'd land on this page and it would be a cohesive thing like you're talking about things to all feel like they have a cohesion of story so that the customer doesn't have to think so there's this and the judge 95% of all things that we do is generally based on emotion emotional reaction and 5% is when we start thinking about the logic of something and so you want to think about it at what points are there chinks in the armor that could make…
Escúchalo en el minuto 3:08
Priorizar productos de alta recompra en la navegación principal como puerta de entrada al LTV
ConversiónEn tiendas online con catálogo variado, conviene destacar en el menú principal y la portada únicamente los productos estrella de rápida reposición y consumo recurrente. Estos sirven como punto de entrada predecible para retención y ventas cruzadas, evitando la fatiga de decisión del usuario frente a un catálogo completo.
getting is they have two hero products getting decision fatigue does that make of cohort analyses around what are their best repeat purchase products versus one-off purchases and deodorant and solid cleanser are those things and so they want to have as much visibility towards that on the homepage and they know that they can be an entree into cross selling and upselling on other of a repeat rate because they're not as quickly replenishable so like it's customer is going to replenish this product on a monthly or bonly basis so and LTV on a 12-month are going to be
Escúchalo en el minuto 10:23
Medición y experimentosLas decisiones de arquitectura y diseño en un sitio web deben basarse en datos cualitativos y cuantitativos (como preguntar a clientes qué motivó su compra) en lugar de criterios puramente estéticos, dando mayor peso visual a los elementos que realmente generan ingresos.
more a lot of times what you find is this should be like this are made by Design decisions rather than Revenue but mainly the the site is meant to make money and so what we need to do is say okay how does design and revenue creation work together in harmony one of those ways is what are the things that drive conversion velocity so you got to understand your customers ask them questions like what made you buy what was your reason to buy if they say happens often then that's something that you need to upweight but you need to ask questions and delve into that Quant data as well to be able to to…
Escúchalo en el minuto 19:13
Oferta y precioEl envío gratuito se ha convertido en una expectativa básica (table stakes) debido al estándar fijado por Amazon Prime, por lo que los banners y ganchos de conversión deben centrarse en ofertas de mayor valor como paquetes o bundles temáticos.
hyperlink and actually just focus on the holiday bundle because free shipping is table Stakes I think no one that doesn't move the needle like it did 10 years ago five years ago it's just table Stakes because of Amazon Prime and yeah that's
Escúchalo en el minuto 15:03
Oferta y precioConviene crear páginas de colección separadas para temporadas festivas o promociones especiales para dirigir tráfico enfocado y destacar bundles o paquetes de productos, lo que incrementa el ticket promedio (AOV).
store collections page and so the one thing I'm really passionate about is when you have a holiday or some sort of collection you want to make sure that it has a separate page so that you can run traffic to that because for instance aovs are going to be higher because you have bundles in there Etc the other
Escúchalo en el minuto 2:33
ConversiónLa barra de anuncios en el encabezado móvil recibe casi el 100% de la atención inicial del usuario; ocuparla con mensajes genéricos como 'envío y devoluciones gratis' sin enlace desperdicia espacio comercial valioso que debería comunicar la oferta prioritaria o enlazar directamente a la promoción activa.
mobile this is the first thing that people see and it's going to be the thing that has essentially 100% completely of viewership so this is wasted real estate in terms of an actual look at a screen so this has no hyperlink it has no offer it has nothing is going to impact anything because free shipping is and free returns is table Stakes at this point um so free shipping
Escúchalo en el minuto 6:13
Multiplicar los puntos de acceso a la oferta prioritaria por encima del pliegue
ConversiónPara maximizar las ventas de una oferta o paquete específico, se deben habilitar múltiples vías de acceso visibles simultáneamente antes de hacer scroll (como en la barra superior, la navegación y el botón de llamada a la acción principal).
added this holiday store which is what was here in the shop now button as well just to keep the ability to have two places for people to interact with this this to something that's hyperlink I would even make it the holiday store to be honest with you link it to the holiday store so you have three different places here that are giving people access to the holiday store to that they want you to buy make it as easy as possible to have it in three places that everyone will see right when they drop into this page really like
Escúchalo en el minuto 7:46
ConversiónOrganizar las categorías del menú de navegación alrededor de las zonas del cuerpo, problemas específicos o casos de uso del comprador facilita que el usuario encuentre soluciones rápidamente y acelera el avance hacia la compra al ponerse en el lugar del cliente.
fascinating about this is they've gone here with products and they've gone here with like body parts and use cases right and so really fascinating because they've found that this is a quick way they're essentially allowing you to understand what the use cases are it's big proponent of focusing on use cases rather than just products um because you want to sit in your customer shoes
Escúchalo en el minuto 7:07
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