{"id":6835,"date":"2017-03-02T16:51:13","date_gmt":"2017-03-02T16:51:13","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=6835"},"modified":"2021-01-06T19:34:40","modified_gmt":"2021-01-06T19:34:40","slug":"como-capitalizar-com-o-e-commerce-cross-device","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/como-capitalizar-com-o-e-commerce-cross-device\/","title":{"rendered":"Como capitalizar com o e-commerce cross-device"},"content":{"rendered":"

 <\/p>\n

No mundo do e-commerce em r\u00e1pida evolu\u00e7\u00e3o, tend\u00eancias ou verdades estabelecidas merecem cautela. Novos dados apresentados em nosso\u00a0relat\u00f3rio O Estado do e-Commerce Cross-Device <\/em><\/a>comprovam que os padr\u00f5es de compras s\u00e3o complexos. O que isso significa para suas estrat\u00e9gias multidispositivos? E como voc\u00ea pode capitalizar com essa mudan\u00e7a no comportamento do consumidor?<\/p>\n

O cross-device reina<\/strong><\/h2>\n

Segundo dados da Criteo, quase um ter\u00e7o (31%) das transa\u00e7\u00f5es nos EUA agora envolvem dois ou mais dispositivos. Isso significa que o com\u00e9rcio mobile tem sido cada vez mais substitu\u00eddo pelo com\u00e9rcio \u201ccross-device\u201d. Ao mesmo tempo, o n\u00famero de compras realizadas no mobile decolou. Os dados mostram um aumento de 25% em rela\u00e7\u00e3o ao ano anterior para itens adicionados ao carrinho de compras e para taxas de convers\u00e3o em smartphones. Os dados tamb\u00e9m mostram que \u00e9 errado supor que os consumidores trocar\u00e3o o mobile pelo desktop quando estiverem prestes a finalizar a compra. Um quarto (25%) das transa\u00e7\u00f5es que come\u00e7am no smartphone terminam no desktop. Por\u00e9m, mais de um ter\u00e7o (35%) das jornadas de compras iniciadas no desktop terminam no smartphone.<\/p>\n

Sem o rastreamento cross-device, voc\u00ea tem uma vis\u00e3o limitada do caminho de compra, arrisca-se a perder oportunidades de engajamento e n\u00e3o tem a visibilidade necess\u00e1ria para medir o impacto da campanha. Como hoje a jornada de compra est\u00e1 distribu\u00edda quase uniformemente entre diferentes dispositivos, \u00e9 importante capturar a atividade de navega\u00e7\u00e3o e de compra sempre que ela ocorrer.<\/p>\n

Abordagens centradas no usu\u00e1rio devem prevalecer<\/strong><\/h2>\n

Entender a jornada multidispositivo do consumidor \u00e9 essencial para criar relev\u00e2ncia e impulsionar convers\u00f5es. E adotar uma abordagem de medi\u00e7\u00e3o centrada no usu\u00e1rio permite identificar os pontos de dispers\u00e3o no funil de compras.<\/p>\n

Tr\u00eas dicas para capitalizar com o e-commerce cross-device:<\/strong><\/p>\n

1. <\/strong>Avalie os dados em conjunto<\/strong><\/h4>\n

Capturar e consolidar dados de todos os dispositivos \u00e9 a primeira etapa para conectar a jornada do consumidor. Combine dados de diferentes fontes para poder analis\u00e1-los em um s\u00f3 local e, assim, ajustar suas campanhas em tempo real.<\/p>\n

2. <\/strong>Otimize para cross-device<\/strong><\/h4>\n

Para criar uma experi\u00eancia simplificada e sincronizada, certifique-se de que, quando os usu\u00e1rios mudarem de dispositivo, eles possam recome\u00e7ar exatamente de onde pararam. Funcionalidades como carrinhos de compras persistentes, atualizados em tempo real nos diferentes dispositivos, facilitam a vida do consumidor e aumentam as convers\u00f5es.<\/p>\n

3. <\/strong>Adote uma estrutura cross-device<\/strong><\/h4>\n

Eliminar as dist\u00e2ncias dentro do seu departamento de marketing permitir\u00e1 que voc\u00ea me\u00e7a mais efetivamente o engajamento entre canais e entre os dispositivos e atenda melhor seus clientes.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

  No mundo do e-commerce em r\u00e1pida evolu\u00e7\u00e3o, tend\u00eancias ou verdades estabelecidas merecem cautela. Novos dados apresentados em nosso\u00a0relat\u00f3rio O Estado do e-Commerce Cross-Device comprovam que os padr\u00f5es de compras s\u00e3o complexos. O que isso significa para suas estrat\u00e9gias multidispositivos? E como voc\u00ea pode capitalizar com essa mudan\u00e7a no comportamento do consumidor? O cross-device reina […]<\/p>\n","protected":false},"author":13,"featured_media":1739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[117],"coauthors":[],"class_list":{"0":"post-6835","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"stae_popup_enable":false},"yoast_head":"\nComo capitalizar com o e-commerce cross-device | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Ao criar estrat\u00e9gias multidispositivos, \u00e9 preciso levar em conta que o cross-device est\u00e1 cada vez mais presente e que seu foco deve continuar a ser o usu\u00e1rio.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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