{"id":977,"date":"2010-12-05T14:01:54","date_gmt":"2010-12-05T17:01:54","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=977"},"modified":"2010-12-05T14:05:12","modified_gmt":"2010-12-05T17:05:12","slug":"obama-y-el-split-testing","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/teste-obama-and-the-split-testing\/","title":{"rendered":"Obama e testes de divis\u00e3o"},"content":{"rendered":"<p>H\u00e1 poucos dias me deparei com um artigo muito interessante no blog Optimizely, uma ferramenta que facilita o Teste A \/ B, sobre como a equipe de Obama conseguiu aumentar a taxa de convers\u00e3o de uma p\u00e1gina de destino para doa\u00e7\u00f5es em 2007 gra\u00e7as a um experimento simples.<\/p>\n<p><strong>Essa experi\u00eancia simples, que consistia em testar diferentes varia\u00e7\u00f5es de imagens e frases de chamariz na p\u00e1gina de destino, permitiu que mudassem o curso da campanha<\/strong>.<\/p>\n<p>As se\u00e7\u00f5es da p\u00e1gina de destino a serem testadas foram chamadas de &quot;M\u00eddia&quot; (para a imagem superior) e &quot;Bot\u00e3o&quot; (para o bot\u00e3o com a frase de chamariz).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-978\" title=\"teste de obama\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-300x211.jpg\" alt=\"\" width=\"300\" height=\"211\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-300x211.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-820x577.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing.jpg 823w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Durante o experimento, 6 tipos diferentes de &quot;M\u00eddia&quot; (3 imagens e 3 v\u00eddeos) e 4 bot\u00f5es foram testados, dando um total de 24 combina\u00e7\u00f5es. O experimento foi realizado usando o <a href=\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-with-google-website-optimizer\/\">Otimizador de website do Google<\/a>.<\/p>\n<p>Os bot\u00f5es tinham todos o mesmo formato, apenas variando a frase de chamariz, foram utilizadas as seguintes frases de chamariz: &quot;Inscreva-se&quot;, &quot;Inscreva-se agora&quot;, &quot;Saiba mais&quot; e &quot;Junte-se a n\u00f3s agora&quot;.<\/p>\n<p>Voc\u00ea pode ver as diferentes imagens e v\u00eddeos que foram testados durante o experimento clicando no seguinte link: <a href=\"http:\/\/www.flickr.com\/photos\/optimizely\/sets\/72157625300462626\/show\/\">Experi\u00eancia de p\u00e1gina inicial<\/a><\/p>\n<p><strong>Resultados<\/strong><\/p>\n<p>A m\u00e9trica para medir o sucesso da campanha foi a porcentagem de visitantes que se inscreveram, a combina\u00e7\u00e3o vencedora foi esta:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-980\" title=\"p\u00e1gina de destino vencedora\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-300x242.png\" alt=\"\" width=\"300\" height=\"242\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-300x242.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-820x663.png 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora.png 844w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>A taxa de convers\u00e3o da vers\u00e3o vencedora foi de 11,6%. o que representa<strong> uma melhoria de 40,6%<\/strong> Em rela\u00e7\u00e3o \u00e0 taxa de convers\u00e3o da p\u00e1gina de destino original de nada mais do que 8.22%<\/p>\n<p>Estima-se que, gra\u00e7as ao aumento do percentual de convers\u00f5es, possam ser arrecadados mais 60 milh\u00f5es de d\u00f3lares em doa\u00e7\u00f5es.<\/p>\n<p>Deve-se observar que os membros da equipe de Obama t\u00eam prefer\u00eancia por v\u00eddeos em vez de imagens e consideram us\u00e1-los na p\u00e1gina de destino <strong>isso teria sido um grande erro<\/strong> pois durante o experimento os v\u00eddeos apresentaram o pior desempenho.<\/p>\n<p><strong>A moral<\/strong><\/p>\n<p>Muitas vezes, as decis\u00f5es s\u00e3o feitas com base em suposi\u00e7\u00f5es e, nos piores casos, s\u00e3o baseadas exclusivamente no gosto pessoal da pessoa mais graduada.<\/p>\n<p>Gra\u00e7as ao grande arsenal de ferramentas que temos hoje, muitas at\u00e9 gratuitas, \u00e9 no m\u00ednimo tolice tomar decis\u00f5es dessa forma.<\/p>\n<p>Com um pouco mais de esfor\u00e7o, voc\u00ea pode tomar decis\u00f5es com base em fatos reais, e n\u00e3o em suas pr\u00f3prias prefer\u00eancias.<\/p>\n<p><strong>E que experi\u00eancia com testes voc\u00ea pode compartilhar?<\/strong> \ud83d\ude09<\/p>\n<p>Voc\u00ea pode ver o artigo original aqui: <a href=\"http:\/\/blog.optimizely.com\/how-obama-raised-60-million-by-running-an-exp\">Blog do Optimizely<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>H\u00e1 poucos dias me deparei com um artigo muito interessante no blog Optimizely, uma ferramenta que facilita o Teste A \/ B, sobre como a equipe de Obama conseguiu aumentar a taxa de convers\u00e3o de uma p\u00e1gina de destino para doa\u00e7\u00f5es em 2007 gra\u00e7as a um experimento simples. Este experimento simples que consistia em ...<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[75,65],"class_list":["post-977","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-ab-testing","tag-google-website-optimizer"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Obama y el Split Testing - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Obama y el Split Testing. 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