{"id":3326,"date":"2014-11-25T08:13:53","date_gmt":"2014-11-25T11:13:53","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=3326"},"modified":"2014-11-25T08:24:56","modified_gmt":"2014-11-25T11:24:56","slug":"optimizacion-de-landing-pages-test-de-congruencia","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/teste-de-congruencia-de-otimizacao-de-paginas-de-destino\/","title":{"rendered":"Otimiza\u00e7\u00e3o da p\u00e1gina de destino: teste de congru\u00eancia"},"content":{"rendered":"

Em um dos \u00faltimos artigos publicados sobre otimiza\u00e7\u00e3o de p\u00e1gina de destino publicado em Unbounce.com, intitulado: 6 coisas que eu fa\u00e7o para minhas p\u00e1ginas de destino quando minhas taxas de convers\u00e3o s\u00e3o ruins<\/a>, Oli Gardner apresentou o Teste de Congru\u00eancia de Campanha que ele usa para alinhar todos os elementos de uma p\u00e1gina de destino com o objetivo principal da campanha de marketing<\/strong>.<\/p>\n

A ideia deste Teste \u00e9 identificar todos os elementos de uma Landing Page e atribuir uma pontua\u00e7\u00e3o de acordo com o qu\u00e3o alinhados est\u00e3o com o objetivo principal da campanha.<\/p>\n

Etapas para o teste de congru\u00eancia de campanha<\/strong><\/p>\n

    \n
  1. Estabele\u00e7a o objetivo da campanha. \u00c9 importante observar que deve haver apenas um objetivo, como baixar um e-book.<\/li>\n
  2. Crie um documento listando cada um dos elementos da p\u00e1gina inicial. Escreva o texto do elemento pr\u00f3ximo ao nome. Se o elemento for uma imagem ou v\u00eddeo, voc\u00ea deve escrever o que \u00e9 visto ao observar o elemento. No caso do v\u00eddeo, o conte\u00fado do v\u00eddeo n\u00e3o deve ser escrito, mas sim a primeira impress\u00e3o do que o usu\u00e1rio veria ao abrir a p\u00e1gina de destino<\/li>\n
  3. Cada elemento deve receber um valor com base em qu\u00e3o estreitamente alinhado est\u00e1 com o objetivo da campanha. 0: N\u00e3o alinhado com o objetivo da campanha. 1: Mal alinhado com o alvo 2: Totalmente alinhado com o alvo.<\/li>\n
  4. Publique a pontua\u00e7\u00e3o da p\u00e1gina de destino. Se nossa p\u00e1gina de destino tiver 12 elementos, a pontua\u00e7\u00e3o m\u00e1xima \u00e9 24<\/li>\n
  5. Reescreva ou remova qualquer item com pontua\u00e7\u00e3o 0 ou 1.<\/li>\n
  6. Repita at\u00e9 que 100% dos elementos da p\u00e1gina de destino estejam totalmente alinhados com o objetivo de marketing.<\/li>\n<\/ol>\n

    Em seguida, o artigo oferece um bom exemplo de como realizar o Teste de Congru\u00eancia, com base na seguinte imagem:<\/p>\n

    \"otimiza\u00e7\u00e3o<\/p>\n

    O objetivo principal desta Landing Page \u00e9 fazer o download de uma investiga\u00e7\u00e3o realizada pela empresa.<\/p>\n

    Vamos ver uma lista de seus elementos:
    \n[id da tabela = 1 \/]<\/p>\n

    A pontua\u00e7\u00e3o da p\u00e1gina de destino \u00e9 muito ruim (4\/24), principalmente porque nenhum elemento fala sobre o objetivo principal da campanha<\/strong>, que consiste em baixar uma investiga\u00e7\u00e3o.<\/strong><\/p>\n

    O principal problema \u00e9 que a Landing Page fala muito sobre a empresa e o produto que est\u00e1 tentando vender, perdendo o foco no objetivo principal a ser alcan\u00e7ado com ela.<\/p>\n

    A realiza\u00e7\u00e3o de um Teste de Congru\u00eancia \u00e9 muito \u00fatil para identificar elementos com os quais podemos fazer experi\u00eancias para buscar otimizar a Taxa de Convers\u00e3o de nossas campanhas.<\/p>","protected":false},"excerpt":{"rendered":"

    En uno de los \u00faltimos art\u00edculos publicados sobre optimizaci\u00f3n de Landing Pages publicado en Unbounce.com, titulado: 6 Things I Do To My Landing Pages When My Conversion Rates Suck, Oli Gardner present\u00f3 el Test de Congruencia de Campa\u00f1a que utiliza para alinear todos los elementos de una Landing Page con el objetivo principal de la…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[80],"class_list":["post-3326","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-landing-pages"],"aioseo_notices":[],"yoast_head":"\nOptimizaci\u00f3n de Landing Pages: Test de Congruencia - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Aprende a optimizar tus Landing Pages realizando un Test de Congruencia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/guillermopareja.com\/pt\/digital-marketing\/optimization-of-landing-pages-congruence-test\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimizaci\u00f3n de Landing Pages: Test de Congruencia - 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