{"id":2360,"date":"2019-09-01T21:46:26","date_gmt":"2019-09-02T00:46:26","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2360"},"modified":"2024-04-17T14:52:58","modified_gmt":"2024-04-17T17:52:58","slug":"que-es-la-tasa-de-conversion","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/","title":{"rendered":"\u00bfQu\u00e9 es la tasa de conversi\u00f3n y por qu\u00e9 es importante?"},"content":{"rendered":"<p>Una de las m\u00e9tricas m\u00e1s importantes en marketing digital, especialmente cuando trabajamos en <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-inbound-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">mercadotecnia interna<\/a>, es la tasa de conversi\u00f3n.<\/p>\n<p>Para algunos, otras m\u00e9tricas como el alcance, los visitantes y la tasa de clics son tan importantes como las conversiones. Esto obviamente depender\u00e1 del objetivo de cada persona.<\/p>\n<p>En este art\u00edculo profundizaremos un poco en el tema. Mira lo que viene:<\/p>\n<ul>\n<li>\u00bfQu\u00e9 es la tasa de conversi\u00f3n?<\/li>\n<li>\u00bfC\u00f3mo se calcula?<\/li>\n<li>\u00bfQu\u00e9 tan importante es?<\/li>\n<li>\u00bfC\u00f3mo optimizar las tasas de conversi\u00f3n?<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenido\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Palanca<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#O_que_e_taxa_de_conversao\" >\u00bfQu\u00e9 es la tasa de conversi\u00f3n?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Como_e_calculada_a_taxa_de_conversao\" >\u00bfC\u00f3mo se calcula la tasa de conversi\u00f3n?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Qual_a_importancia_da_taxa_de_conversao\" >\u00bfQu\u00e9 importancia tiene la tasa de conversi\u00f3n?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Como_otimizar_as_taxas_de_conversao\" >\u00bfC\u00f3mo optimizar las tasas de conversi\u00f3n?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Tenha_uma_persona_bem_definida\" >Tener una personalidad bien definida<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Entregue_sempre_qualidade\" >Entregar siempre calidad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Pense_na_experiencia_de_quem_esta_interagindo\" >Piensa en la experiencia de quienes interact\u00faan.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Um_bom_design_faz_a_diferenca\" >Un buen dise\u00f1o marca la diferencia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Use_calls_to_action\" >Utilice llamadas a la acci\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-tasa-de-conversion\/#Realize_testes_AB\" >Realizar pruebas A\/B<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_taxa_de_conversao\"><\/span><span style=\"color: #ff9900;\">\u00bfQu\u00e9 es la tasa de conversi\u00f3n?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Para entender qu\u00e9 es una tasa de conversi\u00f3n, primero debes saber qu\u00e9 es una conversi\u00f3n. Una conversi\u00f3n es una medida preestablecida relacionada con una acci\u00f3n espec\u00edfica de un usuario. Esto puede ser completar una compra en un e-commerce, llenar un formulario en su sitio web o en un <a href=\"https:\/\/verocontents.com.br\/es\/blog\/paginas-de-destino-que-son-y-como-utilizarlas\/\">p\u00e1gina de destino<\/a>, una suscripci\u00f3n a un bolet\u00edn informativo, una descarga de un <a href=\"https:\/\/verocontents.com.br\/es\/blog\/materiales-ricos-que-contribuyen-a-la-generacion-de-leads-calificados\/\" target=\"_blank\" rel=\"noopener noreferrer\">libro electronico<\/a>, o una inscripci\u00f3n a un seminario web, por ejemplo.<\/p>\n<p>Dentro de esto, tenemos entonces el concepto de tasa de conversi\u00f3n. Se mide por el n\u00famero de conversiones generadas en relaci\u00f3n al n\u00famero de visitas (cuando hablamos de un sitio web). En el <a href=\"https:\/\/verocontents.com.br\/es\/blog\/como-funciona-google-adwords\/\">AdWords de Google<\/a>, por ejemplo, la tasa de conversi\u00f3n puede ser el n\u00famero de clics en un anuncio espec\u00edfico, el n\u00famero de visitas a su blog o a un v\u00eddeo espec\u00edfico o incluso el n\u00famero de llamadas obtenidas en relaci\u00f3n con el anuncio.<\/p>\n<p>En otras palabras, la tasa de conversi\u00f3n est\u00e1 ligada a la acci\u00f3n que determinaste y relacionada con el universo que gira a su alrededor.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_e_calculada_a_taxa_de_conversao\"><\/span><span style=\"color: #ff9900;\">\u00bfC\u00f3mo se calcula la tasa de conversi\u00f3n?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En un sitio web, por ejemplo, que recibe 10.000 visitantes y tiene 1.000 registros (o conversiones), la tasa de conversi\u00f3n es 10% (eso fue pan comido). En un anuncio de Google Adwords que tuvo 1000 vistas, la tasa de clics podr\u00eda haber sido 12% (120 clics) y la tasa de conversi\u00f3n (en relaci\u00f3n con los clics) podr\u00eda haber sido 5% (6 compras).<\/p>\n<p>Otro ejemplo podr\u00edan ser las ventas realizadas. En un sitio web con 8.000 visitantes se realizaron 160 ventas. Aplicando una regla de tres tenemos que la tasa de conversi\u00f3n de ventas fue 2%:<\/p>\n<p>N\u00famero de ventas \/ N\u00famero de visitas *100<\/p>\n<p>Cuando hablamos de tiendas virtuales, en Brasil, la tasa de conversi\u00f3n <a href=\"https:\/\/www.sebrae.com.br\/sites\/PortalSebrae\/artigos\/taxa-de-conversao-o-grande-desafio-do-e-commerce,0eec538981227410VgnVCM2000003c74010aRCRD\" target=\"_blank\" rel=\"noopener noreferrer\">es alrededor de 1.65%<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Qual_a_importancia_da_taxa_de_conversao\"><\/span><span style=\"color: #ff9900;\">\u00bfQu\u00e9 importancia tiene la tasa de conversi\u00f3n?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La tasa de conversi\u00f3n es una m\u00e9trica que ayuda a medir los resultados. En el inbound marketing, por ejemplo, las tasas de conversi\u00f3n se pueden medir dentro del embudo de ventas. Definiendo cada <a href=\"https:\/\/verocontents.com.br\/es\/blog\/inbound-marketing-que-es-el-tofu-mofu-y-bofu\/\" target=\"_blank\" rel=\"noopener noreferrer\">etapa de tu embudo<\/a>, podr\u00e1s medir cu\u00e1nto est\u00e1 convirtiendo tu embudo al pasar de una etapa a otra y planificar acciones para optimizar las tasas de conversi\u00f3n.<\/p>\n<p>Adem\u00e1s, las tasas de conversi\u00f3n le permiten evaluar con mayor precisi\u00f3n el <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-importante-en-el-marketing-digital\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retorno de la inversi\u00f3n<\/a> de tus acciones de marketing digital.<\/p>\n<p>Al analizar sus tasas de conversi\u00f3n, puede <a href=\"https:\/\/verocontents.com.br\/es\/blog\/ventas-internas-descubra-que-y-por-que-brinda-resultados-mas-efectivos\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing directo y ventas<\/a> para que ambos equipos puedan mejorar sus resultados y aportar buenos negocios a su empresa.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_otimizar_as_taxas_de_conversao\"><\/span><span style=\"color: #ff9900;\">\u00bfC\u00f3mo optimizar las tasas de conversi\u00f3n?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Evaluar y evolucionar es uno de nuestros principales mantras. Por tanto, los tipos de conversi\u00f3n est\u00e1n 100% incluidos en este concepto. Algunos consejos pueden ayudar a mejorar sus resultados:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tenha_uma_persona_bem_definida\"><\/span><span style=\"color: #ff5500;\">Tener una personalidad bien definida<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Cuanto mejor sea tu dise\u00f1o <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-son-las-personas\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona<\/a>, m\u00e1s espec\u00edfica ser\u00e1 su campa\u00f1a. Y es m\u00e1s probable que usted se convierta. Por eso, no te canses de revisar tu persona y comprender cu\u00e1les son sus dolores y necesidades. De esta forma podr\u00e1s ofrecer contenido de calidad, objetivo y con mayores posibilidades de conversi\u00f3n.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Entregue_sempre_qualidade\"><\/span><span style=\"color: #ff5500;\">Entregar siempre calidad<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tienes la persona definida, as\u00ed que dale calidad. Cuanto mejor sea tu soluci\u00f3n, mejor ser\u00e1 la respuesta de tu persona.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Pense_na_experiencia_de_quem_esta_interagindo\"><\/span><span style=\"color: #ff5500;\">Piensa en la experiencia de quienes interact\u00faan.<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ya sea en un sitio web, landing page, anuncio, bot\u00f3n, formulario o cualquier otro elemento de interacci\u00f3n, piensa siempre en qui\u00e9n est\u00e1 del otro lado. Cuanto mejor sea la aceptaci\u00f3n, mejor ser\u00e1 la conversi\u00f3n.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Um_bom_design_faz_a_diferenca\"><\/span><span style=\"color: #ff5500;\">Un buen dise\u00f1o marca la diferencia<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Adem\u00e1s de la experiencia en s\u00ed, una <a href=\"https:\/\/verocontents.com.br\/es\/blog\/por-que-el-diseno-de-sitios-web-es-importante-para-la-experiencia-del-usuario\/\" target=\"_blank\" rel=\"noopener noreferrer\">buen dise\u00f1o<\/a> Tambi\u00e9n es fundamental para obtener resultados. El punto de conversi\u00f3n, por ejemplo, como un bot\u00f3n, debe ser visible e &quot;invitar&quot; a hacer clic. Es importante mencionar que no existen reglas en cuanto a colores. Un bot\u00f3n debe ser destacado para poder verlo y hacer clic en \u00e9l, pero no necesariamente tiene que ser de un color llamativo.<\/p>\n<p>El uso del rojo no es incorrecto, como muchos dicen, ya que se considera el color \u201cde parada\u201d. Pero si contrasta demasiado y te causa molestias, no lo uses. Tampoco abuses de elementos parpadeantes y llenos de efectos especiales.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_calls_to_action\"><\/span><span style=\"color: #ff5500;\">Usar <em>llamadas a la acci\u00f3n<\/em><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Eso es muy importante. En primer lugar, la persona debe tener claro qu\u00e9 acci\u00f3n debe tomar. Evite tener m\u00e1s de una llamada a la acci\u00f3n (<a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-un-llamado-a-la-accion\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>llamada a la acci\u00f3n<\/em><\/a>), ya que esto dejar\u00e1 a la persona dividida sobre qu\u00e9 hacer. Ten muy claro lo que quieres del usuario.<\/p>\n<p>Utilice tambi\u00e9n frases sugerentes en su <em>llamada a la acci\u00f3n<\/em>. \u201cHaz clic aqu\u00ed para registrarte\u201d es peor que \u201c\u00danete a las mejores mentes en marketing digital\u201d, por ejemplo.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Realize_testes_AB\"><\/span><span style=\"color: #ff5500;\">Realizar pruebas A\/B<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Otro punto imprescindible en el marketing digital. Hacer <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-son-las-pruebas-abdominales-y-como-utilizarlas\/\" target=\"_blank\" rel=\"noopener noreferrer\">pruebas<\/a> en lo que sea necesario. Desde el color del bot\u00f3n hasta el lugar donde se ubica el formulario, todos los elementos y textos siempre se pueden mejorar. Pero recuerde: cambie uno a la vez; de lo contrario, perder\u00e1 la capacidad de juzgar qu\u00e9 est\u00e1 funcionando.<\/p>\n<p>Esto tambi\u00e9n se aplica a las estrategias. Si un lado no es bueno, prueba con el otro. Cambia los canales de adquisici\u00f3n, el mensaje, lo que sea. Pero no te quedes quieto. Despu\u00e9s de todo, el mundo digital permite cambios en tiempo real, as\u00ed que util\u00edcelo a su favor.<\/p>\n<p>\u00bfTe gust\u00f3 el contenido? \u00bfQu\u00e9 tal si sacamos nuestro libro electr\u00f3nico sobre an\u00e1lisis web? Simplemente haga clic en el banner.<\/p>\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-287 bottom vert custom-banners-theme-default_style\" style=\"\"><img decoding=\"async\" width=\"215\" height=\"215\" src=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1.jpg 215w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1-150x150.jpg 150w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1-12x12.jpg 12w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1-45x45.jpg 45w\" sizes=\"(max-width: 215px) 100vw, 215px\" \/><a class=\"custom_banners_big_link\"  href=\"https:\/\/materiais.verocontents.com.br\/ebook-web-analytics\/#utm_source=(direct)&utm_medium=(none)&utm_campaign=(none)&utm_content=&utm_term=&utm_referrer=banner-site\"><\/a><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Una de las m\u00e9tricas m\u00e1s importantes en marketing digital, sobre todo cuando trabajamos en inbound marketing, es la tasa de conversi\u00f3n. Para algunos, otras m\u00e9tricas como el alcance, los visitantes y la tasa de clics son tan importantes como las conversiones. 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