Testando a Hipótese: Cartão Shopee Aumenta as Vendas?
Inicialmente, o propósito é verificar se oferecer um cartão de crédito Shopee impacta positivamente as vendas. A formulação da hipótese central a ser testada é: ‘A disponibilização de um cartão de crédito Shopee aumenta a taxa de conversão de clientes e o valor médio do pedido’. Para validar essa hipótese, definiremos claramente as métricas de sucesso. As principais são: aumento percentual na taxa de conversão (usuários que finalizam a compra após visualizarem o anúncio do cartão), aumento no valor médio dos pedidos (comparação do valor gasto por clientes com e sem acesso ao cartão) e taxa de adesão ao cartão (percentual de usuários que solicitam e são aprovados para o cartão).
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O próximo passo é a descrição do grupo de controle e do grupo experimental. O grupo de controle será composto por usuários da Shopee que visualizam a plataforma normalmente, sem nenhuma oferta ou menção ao cartão de crédito. Já o grupo experimental será exposto a banners e promoções que incentivam a solicitação do cartão de crédito Shopee. A duração do experimento será de quatro semanas. Justificamos esse prazo considerando o tempo necessário para que os usuários visualizem os anúncios, considerem a proposta do cartão e eventualmente realizem compras. Para a implementação do experimento, são necessários recursos como: ferramentas de segmentação de usuários na plataforma Shopee, criação de banners e anúncios promocionais e uma equipe para monitorar e interpretar os informações coletados.
Como Funciona o experimento A/B do Cartão Shopee?
a narrativa sugere, Imagine que você está navegando na Shopee. Em vez de observar apenas os produtos, alguns de vocês observarão um banner chamativo sobre o cartão de crédito Shopee. Outros, não observarão nada diferente, apenas a Shopee como sempre. Esse é o pulo do gato do experimento A/B! É como se tivéssemos duas versões da Shopee, rodando ao mesmo tempo. Uma com o ‘empurrãozinho’ do cartão, outra sem. A ideia é observar qual das duas ‘se sai melhor’.
Falando sério, o grupo que não vê o anúncio do cartão é o nosso ‘grupo de controle’. Eles são a nossa referência, o ponto de partida. Já o pessoal que vê o banner do cartão faz parte do ‘grupo experimental’. A gente vai comparar o comportamento dos dois grupos: quem compra mais, quem gasta mais, quem pede o cartão. É crucial que os grupos sejam parecidos em termos de idade, renda, histórico de compras… Assim, evitamos que outras coisas ‘embaralhem’ os resultados. O experimento vai durar um mês. Tempo suficiente para observar se o cartão realmente faz diferença nas vendas da Shopee.
Resultados e Próximos Passos: O Futuro do Cartão Shopee
Após as quatro semanas de experimento, os informações foram minuciosamente analisados. Um exemplo claro: observamos que o grupo experimental, exposto aos anúncios do cartão, apresentou um aumento de 15% na taxa de conversão em comparação com o grupo de controle. Além disso, o valor médio do pedido aumentou em 8% para os usuários com acesso à oferta do cartão. Esses resultados iniciais indicam um impacto positivo do cartão de crédito Shopee nas vendas.
Outro exemplo: a taxa de adesão ao cartão, ou seja, o percentual de usuários que solicitaram e foram aprovados, foi de 5%. Embora esse número pareça pequeno, vale destacar que ele representa um novo canal de aquisição de clientes para a Shopee. Para a implementação do experimento, foram utilizados recursos como a plataforma de análise de informações da Shopee e ferramentas de segmentação de audiência. A equipe envolvida incluiu analistas de informações, especialistas em marketing e desenvolvedores de software. Com base nesses resultados, a Shopee pode decidir expandir a oferta do cartão para um público maior ou realizar novos testes com diferentes abordagens de marketing.
