cierre de ventas

En ocasiones, aunque algunos ecommerces tengan verdadera facilidad para atraer tráfico, por la propia naturaleza del negocio o del producto no siempre consiguen una conversión total. En este artículo te vamos a contar diferentes formas de paliar esta dificultad, con algunas estrategias encaminadas a efectuar un cierre de ventas sólido.

Hoy en día, los nuevos avances tecnológicos pueden ayudarnos a sortear diversos obstáculos que históricamente habíamos sido incapaces de solventar. En esta ocasión, nos centraremos en las alternativas que la disrupción digital nos trae, a la hora de facilitarnos el camino hacia un cierre de ventas sólido.

Cierre de ventas: facilitando el camino al cliente 

En ecommerce, el customer experience es sencillamente crítico; cuanto más fácil y conveniente sea el proceso de compra, más fomentamos un cierre de ventas exitoso.

No obstante, no hemos de llevar al extremo esta afirmación: existen otros componentes, como las características del producto y su precio, que pueden tener más peso en la decisión final de compra.

También podemos encontrar casos en los que la experiencia de usuario no destaca especialmente. Sin embargo, al basar la propuesta de valor en otro componente que no es la propia experiencia, se produce la compra por la propia intención del cliente, que pretende ahorrar o buscar un producto en específico.

Cierre de ventas: realidad aumentada para superar barreras 

Históricamente, en marketing nos hemos dedicado a superar barreras. Por tanto, ahora nos toca preguntarnos, ¿Cuáles son las barreras de este cliente a la hora de adquirir este tipo de producto?

En muchas ocasiones, como por ejemplo en el caso de la venta de mobiliario, en el momento de la compra es difícil imaginar cómo quedará determinada mesa o silla en tu propio comedor. Al fin y al cabo, estás en un gran almacén o visualizando una web.

Lógicamente, en este tipo de situaciones tenemos “miedo” a adquirir el producto por no saber cómo quedará en nuestra casa.

Aquí, las soluciones basadas en realidad aumentada nos permiten enriquecer lo que vemos (un cuarto de estar, por ejemplo) con el producto que estamos eligiendo (una silla, mesa, armario…).

De esta manera, empresas como Ikea ya incorporan en su catálogo esta posibilidad mediante una app, que permitiría sobreponer a la realidad de la casa el producto cuya compra se está considerando.

Con esto se consigue eliminar esta incertidumbre o barrera y facilitar enormemente el cierre definitivo de la venta.

Otros casos, como el de Walmart, pretenden fomentar la compra mediante realidad virtual, recreando el producto que se está considerando mediante esta tecnología.

En esta ocasión, además de eliminar la barrera (a semejanza del caso anterior), tiene el efecto de incitar a la compra.

Cierre de ventas: Probar antes de comprar  

Otra de las tendencias más relevantes es la de la prueba pre-compra y los modelos por suscripción.

En ocasiones, la implementación de dichas estrategias surge por factores externos. Por ejemplo, el car sharing posibilita a los usuarios introducirse en el concepto del vehículo que están usando, lo cual les conduce a la compra del mismo.

Tenemos un ejemplo en España, con “Car2Go” y “e-mov” cuyos vehículos eléctricos posibilitaron que sus usuarios probaran la conducción de un vehículo de estas características.

Muy probablemente, este hecho tuviera como consecuencia que, a la hora de considerar la adquisición de un vehículo propio, muchos usuarios se decantaran por un coche de este tipo.

En esta línea, y debido a la obsolescencia técnica, los artículos cada vez tienen un ciclo de vida menor: Marcas como Volvo han sabido ver en este escenario una oportunidad, e implantar un modelo de pago por uso, que convive con el de compra tradicional.

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