{"id":6561,"date":"2023-12-14T15:13:00","date_gmt":"2023-12-14T13:13:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6561"},"modified":"2024-01-19T19:19:21","modified_gmt":"2024-01-19T17:19:21","slug":"teste-a-b-trei-provocari-pe-care-trebuie-sa-le-depasesti-pentru-a-obtine-castiguri-mari","status":"publish","type":"post","link":"https:\/\/masterbase.com\/ro\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"Testele A \/ B: Trei provoc\u0103ri pe care trebuie s\u0103 le dep\u0103\u0219e\u0219ti pentru a ob\u021bine c\u00e2\u0219tiguri mari"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">Iar rezultatele pot fi m\u0103surate \u0219i comunicate \u00een mod clar clien\u021bilor. Exist\u0103 sute de pove\u0219ti de succes cu teste A\/B, cum ar fi o strategie de comer\u021b electronic care a generat cu 36% mai multe \u00eenchideri de co\u0219uri sau un test de marketing \u00een domeniul s\u0103n\u0103t\u0103\u021bii care a crescut num\u0103rul de lead-uri cu 638%.<\/p>\n<p style=\"text-align: justify;\">Dar acest nivel de rezultate nu este u\u0219or de atins. Lucr\u00e2nd cu companii pentru a optimiza conversia prin intermediul testelor A\/B, am observat unele puncte comune \u00een provoc\u0103rile cu care se confrunt\u0103 companiile, indiferent dac\u0103 sunt mari sau mici, B2B sau B2C, e-commerce sau generare de lead-uri.<\/p>\n<h3 style=\"text-align: justify;\">Provocarea 1: S\u0103 \u0219tim ce s\u0103 test\u0103m<\/h3>\n<p style=\"text-align: justify;\">Nu pute\u021bi publica dou\u0103 versiuni ale aceluia\u0219i material de comunicare \u0219i s\u0103 v\u0103 a\u0219tepta\u021bi pur \u0219i simplu la o cre\u0219tere a indicatorilor de implicare. Agen\u021bii de marketing \u00eenva\u021b\u0103 rapid c\u0103 unele schimb\u0103ri mici, care sunt atractive pentru c\u0103 sunt u\u0219or de implementat, nu au un impact suficient pentru a determina o schimbare. Ei \u0219tiu, de asemenea, c\u0103 modific\u0103rile dramatice pot duce la pierderi.<\/p>\n<p>Pentru a \u0219ti ce s\u0103 testa\u021bi, trebuie s\u0103 \u0219ti\u021bi mai \u00eent\u00e2i unde s\u0103 testa\u021bi. \u00cen acest caz, datele despre clien\u021bii dumneavoastr\u0103 pot fi foarte decisive. Efectua\u021bi o analiz\u0103 a metricilor \u00een cadrul ciclului de via\u021b\u0103, a p\u00e2lniei de v\u00e2nz\u0103ri sau a tipului de comunic\u0103ri pe care le face\u021bi, pentru a-i muta dintr-o stare \u00een alta \u0219i pentru a identifica unde se filtreaz\u0103. Unde se \u00eencadreaz\u0103 poten\u021bialii clien\u021bi?<\/p>\n<h3 style=\"text-align: justify;\">Provocarea 2: Efectuarea de teste valide<\/h3>\n<p style=\"text-align: justify;\">Aici se poate face gre\u0219eala de a crede c\u0103 a fost descoperit\u0103 o formul\u0103 pentru a cre\u0219te conversia, c\u00e2nd nu este cazul. O alt\u0103 posibil\u0103 gre\u0219eal\u0103 este aceea de a trece cu vederea o cre\u0219tere a conversiei.<\/p>\n<p style=\"text-align: justify;\">Testarea A\/B este o tactic\u0103 de succes datorit\u0103 puterii sale de predic\u021bie. Pentru ca rezultatele testului s\u0103 joace un rol cu adev\u0103rat predictiv, trebuie s\u0103 v\u0103 asigura\u021bi c\u0103 acestea reflect\u0103 comportamentul clientului \u0219i c\u0103 modificarea efectuat\u0103 \u00een cadrul testului a fost cea care a declan\u0219at noile rezultate.<\/p>\n<p style=\"text-align: justify;\">Pentru a realiza acest lucru, experimentul trebuie s\u0103 fie stabilit \u0219i monitorizat \u00eentr-o manier\u0103 \u0219tiin\u021bific\u0103 \u0219i s\u0103 evite amenin\u021b\u0103rile la adresa validit\u0103\u021bii, cum ar fi:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Efectele de livrabilitate:<\/strong> de exemplu, 10.000 de mesaje nu au fost livrate din cauza unei defec\u021biuni a serverului.<\/li>\n<li><strong style=\"font-weight: bold;\">Efectele istoriei:<\/strong> de exemplu, o publicitate nea\u0219teptat\u0103 \u00een jurul produsului exact \u00een momentul \u00een care se efectueaz\u0103 testul, o campanie de marketing care \u00eenclin\u0103 temporar cererea \u00eentr-o direc\u021bie, efectuarea unui test timp de numai 20 de ore \u00eentr-o zi de mar\u021bi, c\u00e2nd traficul din weekend se comport\u0103 foarte diferit, sau efectuarea unui test pe site-ul dvs. de comer\u021b electronic cu un trafic foarte motivat de s\u0103rb\u0103torile din decembrie \u0219i a\u0219teptarea de a ob\u021bine acelea\u0219i rezultate \u00een ianuarie.<\/li>\n<li><strong style=\"font-weight: bold;\">Efecte de selec\u021bie:<\/strong> de exemplu, o alt\u0103 divizie difuzeaz\u0103 un anun\u021b de tip pay-per-click care direc\u021bioneaz\u0103 traficul c\u0103tre o pagin\u0103 de destina\u021bie din campania lor \u00een acela\u0219i timp cu testul dumneavoastr\u0103, sau clien\u021bii selecteaz\u0103 automat tratamentul pe care \u00eel v\u0103d.<\/li>\n<li><strong style=\"font-weight: bold;\">E\u0219antionarea efectelor de distorsiune:<\/strong> Acest lucru reprezint\u0103 un e\u0219ec de a colecta un e\u0219antion de m\u0103rime suficient\u0103 pentru a dep\u0103\u0219i posibilitatea aleatorie. De exemplu, determinarea validit\u0103\u021bii unui test pe baza a 100 de r\u0103spunsuri.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Provocarea 3: Interpretarea rezultatelor testelor<\/h3>\n<p style=\"text-align: justify;\">S\u0103 presupunem c\u0103 a\u021bi \u00eendeplinit cu succes punctele 1 \u0219i 2 \u0219i a\u021bi ob\u021binut un rezultat excelent. Exist\u0103 \u00eenc\u0103 o \u00eentrebare fundamental\u0103 la care trebuie s\u0103 r\u0103spunde\u021bi: De ce? De ce se comport\u0103 clien\u021bii a\u0219a cum o fac? Ce a\u021bi \u00eenv\u0103\u021bat despre client \u0219i cum pute\u021bi utiliza aceste cuno\u0219tin\u021be?<\/p>\n<p style=\"text-align: justify;\">Interpretarea rezultatelor testelor nu ar trebui s\u0103 se limiteze la perioada imediat urm\u0103toare administr\u0103rii testului. De fapt, cheia interpret\u0103rii rezultatelor se afl\u0103 chiar \u00eenainte de executare. Este vorba despre stabilirea ipotezei cu scopul de a \u00een\u021belege \u00een profunzime procesele de g\u00e2ndire ale clientului \u00een punctele cruciale de livrare din p\u00e2lnia dumneavoastr\u0103, astfel \u00eenc\u00e2t s\u0103 pute\u021bi cre\u0219te valoarea perceput\u0103 \u0219i s\u0103 diminua\u021bi costul perceput.<\/p>\n<p style=\"text-align: justify;\">\u00cen\u021beleg\u00e2nd la ce se g\u00e2ndesc poten\u021bialii clien\u021bi \u00een fiecare etap\u0103 a procesului de cump\u0103rare, ve\u021bi putea s\u0103 v\u0103 potrivi\u021bi mai bine motiva\u021biei lor \u0219i s\u0103 \u00eei face\u021bi s\u0103 treac\u0103 mai repede prin p\u00e2lnia de v\u00e2nz\u0103ri.<\/p>\n<p style=\"text-align: justify;\">Scopul nu ar trebui s\u0103 fie pur \u0219i simplu cre\u0219terea unui KPI (indicator cheie de performan\u021b\u0103), ci \u00een\u021belegerea modului \u00een care pute\u021bi servi mai bine clientul prin mesajele de marketing, procesul de v\u00e2nzare \u0219i chiar produsele dumneavoastr\u0103. Iar prin aceast\u0103 \u00een\u021belegere, ve\u021bi \u00eembun\u0103t\u0103\u021bi rezultatele.<\/p>\n<p style=\"text-align: justify;\">Deci, chiar dac\u0103 tratamentul de testare produce mai pu\u021bine conversii, nu este o pierdere, deoarece a\u021bi ob\u021binut informa\u021bii despre clien\u021bi. Dac\u0103 datele sunt moneda de schimb a erei internetului, cunoa\u0219terea clientului este standardul de aur: piesa central\u0103 de date de care trebuie s\u0103 fie legat direct tot marketingul.<\/p>\n<p style=\"text-align: justify;\">\u0218i, \u00een cele din urm\u0103, acesta este modul \u00een care se ob\u021bin c\u00e2\u0219tiguri pe termen lung cu testele A\/B.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/guia-basica-para-realizar-pruebas-en-email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1012\/657b225b5db65500121d506d\/8ltkimn2hc6ij0fsdowtft7kftljhfbnbon0n2okhveyntd256n8kslvq20bc2vg\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Testarea A\/B poate genera rezultate impresionante, deoarece le permite agen\u021bilor de marketing s\u0103 afle ce func\u021bioneaz\u0103 cu adev\u0103rat.<\/p>","protected":false},"author":239642484,"featured_media":8158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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