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Como escolher
?produtos
Taxa de conversão
média no Brasil
2012 2013
+15%
Fonte: Serasa Experian
1,44% 1,65%
1,44% 1,65%
Taxa de NÃO conversão
média no Brasil
2012 2013
+15%
Fonte: Serasa Experian
-0,2%
98,56% 98,35%
Qual é o problema do
e-commerce?
Keep it simple.
20 mil marcas de cerveja
no mundo
2,2 milhão livros lançados
em 2012
~ 6 mil por dia
~ 125 durante essa apresentação
Barry Schwartz
Barry Schwartz
Barry Schwartz
sell.
Historicamente...
demanda ALTA
oferta BAIXA
Revolução industrial: ~1750
Aumento da
produtividade
Início do varejo
~ 1850
~ 1900
Massificação
dos carros
Lojas de
departamento
Vitrines
Vitrines
Década 90
Programas de
fidelidade
Revolução digital: 2000
Como escolher os produtos do seu catálogo para aumentar a probabilidade de conversão? - Roberto Kakihara / Marketing Chaordic
Como escolher os produtos do seu catálogo para aumentar a probabilidade de conversão? - Roberto Kakihara / Marketing Chaordic
Como escolher os produtos do seu catálogo para aumentar a probabilidade de conversão? - Roberto Kakihara / Marketing Chaordic
Como escolher os produtos do seu catálogo para aumentar a probabilidade de conversão? - Roberto Kakihara / Marketing Chaordic
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Poucas opções
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Aumento das opções
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Opções localizadas
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Opções concentradas
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Opções recorrentes
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Excesso de opções
1 2 3 4 5 6
História 1750 1850 1900 1990 2000
Compradores
reféns
Vendedores
reféns
Como escolher
?produtos
PERSONA
lização
Oppa
Walmart
Ponto frio
Kanui
Saraiva
Foco no usuário final
Obrigado ;)
Roberto Kakihara
roberto@chaordic.com.br
br.linkedin.com/in/robertokakihara/

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Como escolher os produtos do seu catálogo para aumentar a probabilidade de conversão? - Roberto Kakihara / Marketing Chaordic