Category: Get inspired

CRO is not about what you believe; it's about data

Estimated reading time: 3 minutes

Trying out new ideas on the site is extremely complex. Finding opportunities seems very easy, as we all have an area that "we know could be improved". But this can lead to a path of changes that, in the end, have no added value and bring no concrete results.

And, as we said, CRO techniques are not about what you believe is essential; CRO is about data. The process is about diagnostics, hypotheses, and tests that consider, among other things, visitor behavior. That's why you need tools that help you analyze your results and, with those tools, plan some basic actions.

The secret of CRO is to study the data you have and use it to test; only by experimenting with your options can you improve and optimize conversions. But where to start?

1. Always have an objective

If you've read our previous articles, you may have noticed that the first is to figure out what business metrics you want to impact. Is it lead generation? Increase sales opportunities? Scheduling requests? And so on. This step is crucial as it defines your entire strategy and how your results are varied, and therefore how you are measured. So, it should impact all your decisions.

2. What is your persona?

With this in mind, you must understand who the people interested in your product are. It would be best to establish a persona; this should be a crucial step in establishing a strategy. Mapping the consumer journey helps you understand why they are consuming your product.

3. Do you fully understand your sales funnel?

It would help if you intensely studied your sales funnel. With that, observe and understand which pages or sections have the highest rejection rate. With this information, you can optimize the bottlenecks.

4. Research is the key to human understanding

It is always essential to research with questionnaires, phone calls, and emails. With this, you understand human behavior better and get ideas of usability. Maybe your website is too confusing, and you didn't know it.

5. A/B test on your hypotheses

If we have a lot of hypotheses, A/B testing is key to testing them. It makes your life easier by making it simpler to understand what your audience likes best. Is it better if the button is blue or red? Should the form be at the bottom of the page or in the top right-hand corner? With the right technology, you can test these hypotheses and choose the one that performs best.

CRO is directly related to good sales. It's not about traffic; it's about doing a good job with the traffic you already have.

Start-up that leads online consumers to the physical shop offline aims to grow 20% by 2021

Brazilian Simplex took 2020 to restructure while growing 11% in the year of the pandemic; company has a team on three continents to serve clients as big as Burger King Mexico, Dafiti and Traders Club with solutions aimed at better performance of websites and e-commerces

São Paulo, March 31, 2021 - The Brazilian start-up Simplex - specialized in increasing traffic and sales conversion of e-commerces - took advantage of 2020 to diversify the performance of its Indexa platform, winning new clients that aim to increase traffic in their physical stores, such as Burger King in Mexico.

"If before, with the Indexa platform, we improved the SEO performance of important e-commerces, that is, in 100% online transactions, the novelty is that we have developed a new functionality - the Store Locator - for multichannel demands, as is the case of those who have a website or online store, but who also aim to increase physical sales, and in the case of Burger King, of its cafeterias in the neighborhoods ", exemplifies Lee.

"Initially, Indexa has been responsible for increases of up to 20% of the total organic traffic of e-commerce sites like Mobly," says Lee. The platform uses artificial intelligence to "predict" what consumers are looking for on the web and offer them, in milliseconds, automatically created landing pages with products that exactly match all the keywords of their searches, bringing information such as prices, images and details of the items sought. sought. These pages have the same layout as the e-commerce site, respecting all the rules of search engines to optimize SEO results, i.e. organic (unpaid) search results.

The map to the physical store

"Now we are also capturing searches from users who, for example, are leaving a medical appointment and want to eat a hamburger on the way home. We will offer a landing page tailored to this type of search, in order to direct you directly to the cafeteria in the neighborhood where he is", he explains.

According to Lee, Store Locator - Indexa's new feature - predicts searches that cite more famous geographic references near its customers' physical stores, and, as it does for traditional e-commerce, creates landing pages that contain the same terms used by the consumer, in order to meet exactly what they are looking for.

Growth and capillarity

According to Lee, Simplex's goal today is to focus on building technologies to improve the performance of websites, e-commerce and online operations. In addition to being scalable, these solutions must also be quickly adaptable to other uses and customer challenges. This orientation allowed Simplex to earn BRL 5 million in 2020 and the intention today is to grow 20% by the end of the year.

In practice, Simplex's entire range of services has also experienced an increase in demand. The company now supports companies such as Dafiti, Kanui, Tricae, TradersClub and Labi Exames, Westwing (Brazil) and the French brand Kiabi, an e-commerce giant in Europe.
The company's founding partner points out that the year 2020 was also the stage for other changes at Simplex. The company's current 20 clients - in countries such as Japan, Brazil, the United States, Australia, New Zealand, Canada, Portugal, the United Kingdom, China, France and Italy - led the start-up to review its way of operating. "We gave up physical offices in favor of having a team spread across three continents, all from home office. With a 100% digitized operation, we were able to redirect our investment to what really matters: qualified professionals to serve our customers where they are", says the company's founder.

Artificial Intelligence-based technology increases sales conversion at Mobly

Indexa solution, from start-up Simplex, creates, with a predictive model, online pages with the products that will be most relevant to customers in the coming days; in the last fourteen months, more than 60 thousand landing pages have been generated, responsible for a 20% increase in organic traffic.

São Paulo, November 4, 2020 - Mobly - a technology start-up that operates in the retail of furniture and decoration items - has created in the last fourteen months almost 60 thousand high-performance landing pages based on artificial intelligence. The innovation is already responsible for a quarter of non-branded organic search traffic, 20% of the site's total organic traffic and 15% of total clicks. Behind the results is Simplex's Indexa platform, a start-up with solutions aimed at increasing traffic and sales conversion.

"The Indexa platform is able to anticipate the searches of tens of thousands of consumers, as it has an information bank that uses artificial intelligence and systems based on machine learning to arrive at the most used keywords in consumer search", explains Victor Hirai, Mobly's Performance Marketing Manager.

Search engines

The platform creates, in milliseconds, product catalogue pages with the same visual interface as Mobly, without the consumer noticing the difference between the traditional pages of the site and the automated ones. All are generated according to Google's best practices, so that they are better positioned and indexed according to the search engine's algorithm.

According to the Performance Marketing manager, the new technology has allowed Mobly's e-commerce to see an increase in the relevance of the mobly.com.br domain - which now has better indexing in Internet search engines - and an increase in traffic on the other pages of the site.

Hirai says the system is still in a learning phase. "Since January, when we started, our revenue from traffic generated by the Indexa platform has been growing. We believe it has the potential to scale up to 10% of the site's revenue already in the coming months," he estimates. This will represent close to a third of the site's organic searches.

When it comes down to it, the company benefited from additional savings. If Mobly had bought the traffic generated by Indexa from adwords (paid internet media) it would have spent the equivalent of R$ 850 thousand. "For us, however, the most important thing is not so much the possibility of reducing the investment in paid media, but rather that of generating extra revenue for the company," the executive stresses. "The revenue generated by the platform simply did not exist before", he emphasises.

Focus on SEO

For Hirai, Simplex played a strategic role in implementing Indexa at Mobly. "Their team made us see the importance of pursuing improvements to increase organic traffic. Now the whole company is oriented in this direction, from the IT area to the sales area, passing through the development area", says the Performance Marketing manager. "We have all been continuously concerned with better SEO, from the creation of a product name, through its description and the description of its image on the website," he says.

João Lee, founder of Simplex, reinforces the importance of a strong SEO: "When we deliver to the final consumer an online page with a product that is exactly what they are looking for, we improve their experience and make the e-commerce brand increasingly relevant on the internet. In addition, we also achieve a better sales conversion rate. This way, both sides of the counter - consumer and e-commerce - are winners.

About Mobly

Mobly is a technology company that operates in furniture e-commerce. Founded in 2011, it has a range of more than 250 thousand articles, including furniture and decorative objects. In 2018, the company went public in Germany and achieved a turnover of approximately BRL 300 million. In 2019, it opened three distribution centers, in Minas Gerais, Santa Catarina and Pernambuco, and also opened its first physical store, in São Paulo, in addition to outlets in Guarulhos, Campinas and Taubaté, all in the State of São Paulo. Learn more at www.mobly.com.br.

Start-up shows how small businesses can start selling on the internet without having to spend on ads

The start-up Simplex, engaged in solidarity actions against the effects of the pandemic on the economy, gives tips on how to use SEO better; Search Engine Optimization (SEO) techniques are essential for searchers to find a website among the millions of options on the internet.

São Paulo, May 5, 2020 - Small businesses that had been keeping their distance from the digital world have found that they need to rush into e-commerce to continue to survive during the coronavirus crisis. But opening a website alone does not guarantee sales. The microentrepreneur must take into account several techniques available to have a better chance of seeing their business appear in the competitive Google ranking (or in those of other search engines) and without having to spend on paid ads on the internet at a time when resources are increasingly scarce.

Simplex, a national start-up that focuses on increasing traffic and sales conversion for e-commerces, has been migrating small businesses to the digital environment for free. Now, in the continuity of its efforts to mitigate the effects of the crisis, it recommends a series of SEO (Search Engine Optimization) tips for companies in general and, in particular, for businesses that debut on the web. The concept refers to the logical resources that are used to help search engines (such as Google) find a particular website among millions of others. In other words, SEO brings resources to facilitate the happy meeting between the product/service sought and the consumer, without the entrepreneur having to consume his precious - and increasingly smaller - resources with paid ads on the internet.

Specific words to sell

The most important point of SEO is to understand how users' search behavior takes place. Google recommends in its official communications: "think about the words a shopper might search to find a piece of your content...". This is because the online buying process is very similar to what happens in the physical store. A person doesn't walk up to a salesperson and ask for "a 375-liter refrigerator with can compartments". In general, they ask for "a large refrigerator with a separate freezer, preferably on sale".

It is therefore worth remembering that the keywords of the searches are tuned to the linguistic repertoire and aspirations of the consumer. Technical terms that describe products and services can and should be adopted, but only as a reinforcement to the other options to capture searches based on simple and commonplace words in the consumer's everyday vocabulary.

The ideal way to capture the most varied consumer searches is to present a product or service in various ways that qualify it, anticipating all the possible ways the consumer might search for it. For example, one person might search for the product they want as "shaver". Another might simply search for "shaver". Try to use both forms.

Long tail
A 2019 Impact survey provides an important takeaway: more than half of all internet searches are made with four words or more - that is, they are long tail search terms. This means that if you do not pay attention to this aspect, you will throw away half of the possibilities of search and sales conversion. To convert these very specific searches into sales, you need to know a priori what the consumer wants and present results on your website that are as close as possible to what he is looking for. For example, prefer to use "three-wheeled baby stroller" instead of simply "baby stroller". Favor "gold wooden door handle" rather than just "door handle". Chances are that other websites also offer "door handles". But the specific handle your customer is looking for is less. Thus, your site will have a better chance of being "found" by him in his next search.

Still in this line of "long tail", a good SEO precept is to have a website with a category tree ready to mention not only products and services themselves, but a wide variety of attributes of the merchandise such as price, color, weight, shape, dimensions, voltage, capacity, differentials etc.

Organic access

Focusing on content based on the analysis of the search behavior of your target audience is the best option for sustainable growth of online stores in the volume of so-called "organic" hits, i.e. those that did not occur through paid media.

Over the next few weeks, Simplex will give new tips to small businesses that have just arrived in the digital world. The start-up spends around 60 hours a week listening to entrepreneurs for free, diagnosing their challenges of migrating operations to the internet, developing online stores and empowering entrepreneurs to manage them. A solidarity effort that helps small businesses survive the pandemic.