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HOME > ARTIGOS > BENEFÍCIOS DA USABILIDADE NAS CAMPANHAS DE LINKS PATROCINADOS

Em Links Patrocinados

Benefícios da Usabilidade nas Campanhas de Links Patrocinados

17/03/2008 - 08:56

Por Débora Longhi Sabidussi

De um lado estão os Links Patrocinados como forma de atrair o internauta para seu site e, de outro, a usabilidade, que acredito ser a principal responsável por manter o usuário em seu site e por fazê-lo voltar.

Olá Pessoal, neste primeiro artigo que escrevo aqui no SEMBrasil vou falar sobre Link Patrocinado, Usabilidade, e como esses se completam. De um lado estão os Links Patrocinados como forma de atrair o internauta para seu site e, de outro, a usabilidade, que acredito ser a principal responsável por manter o usuário em seu site e por fazê-lo voltar.

Links Patrocinados

O Link Patrocinado (LP) é uma ferramenta de mídia online que deve ser usada para atrair um público totalmente qualificado para seu site. Por isso, para fazer uma campanha de LP, deve-se pensar em todos os passos de um internauta até encontrar o produto desejado.

Usabilidade

Segundo Nielsen (2007), a usabilidade é um atributo de qualidade relacionado à facilidade do uso de algo. Mais especificamente, refere-se à rapidez com que os usuários podem aprender a usar alguma coisa, a eficiência deles ao usá-la, o quanto lembram daquilo, seu grau de propensão a erros e o quanto gostam de utilizá-la. Se as pessoas não puderem ou não utilizarem um recurso, ele pode muito bem não existir.

Então, na teoria, para se ter uma campanha de sucesso bastam palavras-chave bem focadas aos objetivos macro da campanha (vendas, leads, etc.), títulos e descrições atrativas, e principalmente URL's direcionadas. Só que o aparente sucesso de uma campanha de Links Patrocinados, que traga um grande número de cliques, CTR alto e CPC baixo, não significa bons resultados em conversões efetivas.

Mas onde pode estar o erro? Se o usuário está procurando o produto, e minha campanha está gerando ótimos números, por que o site não converte?

Como a usabilidade pode colaborar na sua campanha de Links Patrocinados

A usabilidade age de uma forma indireta. Trabalho na Cadastra, uma das agências líderes em gestão de campanhas de links patrocinados, somos pioneiros nisso. Nossas metas quase nunca são apenas entregar cliques qualificados, e sim alcançar metas objetivas, como valor de vendas, ROI mínimo, custo máximo de conversão, etc. Por isso só chegam grandes desafios nas nossas mãos.

Após ver campanhas, que teriam tudo para ter sucesso, falharem e não trazerem resultados satisfatórios para os clientes, em termos de conversões, resolvi pesquisar sobre o assunto, e cheguei a um ponto muito importante: a usabilidade.

Os Links Patrocinados são uma das principais formas de um cliente potencial encontrar um produto ou serviço. Pode-se dizer que é a porta de entrada para seu site. Mas diferentemente de uma loja física, onde há um vendedor para atender ao cliente, o cliente deve achar tudo sozinho no site da empresa. O processo de escolha do produto, colocar no carrinho de compras, fazer um cadastro e finalmente pagar o produto deve ser rápido e fácil, e por isso seu site deve ter muita atenção na usabilidade.

É sabido que uma considerável porcentagem dos internautas não retornam a um site depois de uma experiência ruim de navegação. Pare para pensar: em quantos sites você já entrou e nunca mais voltou? Existem inúmeros motivos para isso: a cor do site, a fonte, o navegador que você está usando, o link que você precisa e que está "escondido", entre outros. Com um trabalho de usabilidade, todos esses fatores são tratados, deixando seu site mais clean e objetivo.

Segundo Nielsen (2007), uma empresa pode dobrar a "taxa de conversão" do seu website por meio de um bom projeto de usabilidade. Com isso, podemos dizer que, se você tiver uma campanha de Link Patrocinado bem estruturada e tiver, ainda, um site de fácil navegação, você estará muitos passos à frente da concorrência.

O que é um site de fácil navegação?

Objetivamente e resumidamente, é quando numa amostra razoável de pessoas que formam seu público-alvo a esmagadora maioria consegue realizar uma conversão sem nenhuma dificuldade.

Ok, mas quem é responsável pela usabilidade do meu site?

Quem construiu ele. Seria bastante lógico se todo projeto de desenvolvimento de web site nascesse com os conceitos de usabilidade, pelos testes e provas básicos que os asseguram, antes de ser lançado. Mas isso raramente acontece.

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