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¿Cómo puedes aumentar tu tasa de conversión?

¡Lee y pon en práctica nuestros consejos ahora mismo!

Cuando decides crear tu propia web, lo más probable es que sea para tener tu propia tienda online y poder vender tus productos y/o servicios. Puede que hayas inventado un maravilloso producto que te gustaría compartir con los demás y, por supuesto, también quieres aumentar las conversiones para poder seguir creando y vendiendo este producto.

Pero, ¿qué sucede cuando tienes muchísimos usuarios que visitan tu sitio web pero la tasa de conversión de tu ecommerce no se corresponde con tu número de visitas? 

En este artículo te daremos algunos consejos y trucos sobre cómo aumentar la tasa de conversión de tu ecommerce. 

¿Qué es la tasa de conversión?

En primer lugar, ¿qué es la tasa de conversión? Imagina que vendes flores en tu tienda online. Tu objetivo es que los clientes visiten tu sitio web, hagan un pedido y compren flores frescas para obtener beneficios y poder mantener tu tienda online.

Solo unas pocas personas de todas las que visiten tu sitio web comprarán flores.

Si ocho personas ven tu web en un motor de búsqueda, lo más probable es que solo cuatro de esas ocho personas vayan a tu web y echen un vistazo a las flores que ofreces. 

Tal vez solo dos de las cuatro personas decidan gastar dinero y comprar flores. Esto significa que el 50 % de las personas que visitaron tu tienda realizaron una compra, lo que se traduce en una tasa de conversión de ventas del 50 %. 

Es importante entender las bases de la tasa de conversión, también llamada ratio de conversión, porque se obtienen datos valiosos. Por ejemplo, si ves que tienes tráfico, pero no estás generando ventas, puedes averiguar la causa. Puedes utilizar estos datos para optimizar tu embudo de ventas, resolver el problema y aumentar tu tasa de conversión de ventas. Si el problema es que no tienes tráfico, puedes analizar la forma de incrementarlo y aumentar así tu tasa de conversión de ventas. 

Aumenta tu ratio de conversión

Ahora que sabemos cómo funcionan las conversiones, vamos a hablar de lo que podemos hacer para optimizarlas. Implementar alguna de estas técnicas puede aumentar tu ratio de conversión.  

Formularios más cortos

¿Alguna vez has querido comprar algo que has visto en una tienda online, has ido a la caja y te has quedado de una pieza al ver el formulario extremadamente largo que tienes que rellenar? Cuando los usuarios se encuentran con este problema, se van de la página y no compran. Esto se debe a que el formulario es demasiado largo y, además, puede hacer que los clientes potenciales se sientan inseguros. 

Simplifica todos los formularios de tu sitio web, ya sea un formulario de registro de correo electrónico, un formulario de contacto, un formulario de periodo de prueba o, como en nuestro ejemplo, un formulario de compra. 

Social proof (prueba social en español)

Cuando hablamos de prueba social, nos estamos refiriendo a las reseñas de los clientes. El 72% de los usuarios no comprarán sin haber leído antes algunas reseñas de otros clientes

Si un usuario visita una web por primera vez, lo más seguro es que quiera leer opiniones sobre el producto. Le gustaría confiar en que la compra que va a hacer es una buena compra. Además, las reseñas positivas aumentan la confianza en una marca y su reputación. 

Añade la prueba social en tu sitio web para que tus visitas puedan leer los testimonios y realizar la compra sin esfuerzo y sin dudar.

Seguimiento de datos

Los datos son fundamentales para entender lo que funciona y lo que no funciona en tu sitio web.

El seguimiento del comportamiento de tus usuarios es esencial. Puedes obtener información sobre cómo han encontrado tu sitio web, en qué página han permanecido más tiempo, en el tipo de productos en los que hacen clic para leer más, e incluso si han empezado a rellenar un formulario pero han abandonado la página sin terminarlo. 

Los datos te permiten conocer y comprender mejor a tus visitas. También puedes ver si una campaña reciente ha tenido buenos resultados o no. Si no es así, puedes ver por qué y cómo puedes mejorarla. 

Añade un chat en vivo

Facilita a tus usuarios poder hacer preguntas sobre un producto o servicio. A menudo, los usuarios se debaten entre comprar o no, y pueden tener dudas. 

Añade un chat en vivo a tu sitio web para permitir a tus visitas que hagan preguntas. Esto hará que tus usuarios estén contentos y verás un aumento en tu tasa de conversión de ventas.

Ventanas emergentes

Las ventanas emergentes son una forma estupenda de mejorar la tasa de conversión. Puedes decidir qué quieres mostrar, que puede ser cualquier cosa: diferentes productos que te gustaría presentar, un período de prueba gratuito que estás ofreciendo, o cualquier otro contenido valioso. 

  • Recuerda poner un temporizador en tus ventanas emergentes para evitar molestar a tus usuarios. 
  • Haz que tus ventanas emergentes sean fáciles de cerrar. No querrás que tus visitas se vayan de tu sitio web porque no pudieron cerrar una ventana emergente.

– ¡Asegúrate de que la ventana emergente aparezca una sola vez!

Pruebas

Ofrece a tus clientes probar tu servicio, en forma de prueba gratuita por un tiempo limitado o pagar muy poco por probarlo. Las pruebas son una fantástica manera de aumentar el ratio de conversión de tu sitio web, ya que a muchas personas les gusta probar un servicio antes de comprarlo. 

Ganarías más si les dieras la oportunidad a tus clientes de probar tu producto o servicio. En muchos casos, a los clientes les encantará y optarán por convertirse en clientes habituales. 

Elimina las distracciones

No agobies a tus visitas. Tener varios tipos de contenidos, ventanas emergentes, vídeos, imágenes, etc., puede ser contraproducente, ya que desviarás la atención de tus usuarios de tu objetivo principal, saturándolos. Si algo no es importante, no lo muestres. Cerciórate de que tu web sea clara y ordenada y de que tus usuarios puedan navegar fácilmente; haz que su viaje por tu sitio web sea agradable.

Temporizador de cuenta atrás

¿Qué es un temporizador de cuenta atrás? Es una fantástica manera de inducir a los clientes a realizar una compra. Si vendes tanto productos como servicios, puedes ofrecer un fabuloso descuento durante un período corto de tiempo. Por ejemplo, una oferta con un 20% de descuento sobre el precio original que solo dure dos días. 

Implementar un temporizador de cuenta atrás en tu web incitará a los clientes a comprar, ya que a todos nos gustan las gangas. Con el temporizador, el cliente siempre sabrá de cuánto tiempo dispone antes de que se acabe la oferta. 

¡Esperamos que nuestros consejos te ayuden a conseguir muchos más clientes y a aumentar la tasa de conversión de tu ecommerce!

Llamada a la acción

Una llamada a la acción es fundamental. Esta debe animar a tus visitas a realizar una compra; es impulsarles hacia la dirección correcta. Una llamada a la acción puede ser cualquier cosa, desde inspirar a tus visitas a compartir tu contenido en sus redes sociales, comenzar su viaje realizando una compra, o suscribirse a un boletín de noticias. 

Añade llamadas a la acción en todo tu sitio web y asegúrate de que sean inspiradoras y de fácil acceso. Tu objetivo es que tus visitas vayan a donde tú quieres con un solo clic en la llamada a la acción.