Shopee e Cartões: O experimento A/B em Detalhes
A Shopee, buscando otimizar a adesão ao seu ecossistema financeiro, implementou um experimento A/B para verificar a receptividade do público a diferentes ofertas de cartão de crédito. A formulação da hipótese central a ser testada reside na crença de que variações nas condições de oferta (taxas de juros, limites de crédito, programas de recompensas) impactarão significativamente o número de solicitações aprovadas. Para tanto, definiu-se como métrica de sucesso a taxa de conversão de visualizações da página de oferta em solicitações completadas e aprovadas, além da taxa de ativação do cartão após a aprovação.
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O grupo de controle visualizou a oferta padrão do cartão Shopee, com condições pré-estabelecidas. Já o grupo experimental foi exposto a uma versão modificada da oferta, com taxas de juros reduzidas e um programa de recompensas mais atraente, como, por exemplo, cashback em compras realizadas na plataforma. A duração do experimento foi estipulada em duas semanas, um prazo considerado suficiente para coletar um volume de informações estatisticamente relevante, minimizando o risco de sazonalidades ou eventos atípicos influenciarem os resultados. Os recursos necessários envolveram a equipe de desenvolvimento para a criação e implementação das variações da página, a equipe de marketing para o acompanhamento do tráfego e a equipe de análise de informações para a interpretação dos resultados.
Entenda o experimento: Grupo de Controle vs. Experimental
Imagine o seguinte: a Shopee quer saber qual tipo de oferta de cartão de crédito chama mais a atenção dos usuários. Para isso, eles criaram dois grupos. Um grupo, chamado de “grupo de controle”, vê a oferta normal do cartão, sem nenhuma mudança. É como se fosse o ponto de partida. O outro grupo, o “grupo experimental”, vê uma oferta diferente, talvez com juros menores ou mais vantagens. A ideia é comparar os dois grupos para observar qual oferta faz mais pessoas pedirem o cartão.
A métrica de sucesso aqui é bem direta: quantas pessoas do grupo experimental pediram o cartão em comparação com o grupo de controle? Se o grupo experimental tiver um número significativamente maior de pedidos, isso indica que a nova oferta é mais atraente. Além disso, eles também observam quantas pessoas que pediram o cartão realmente começam a usá-lo. Afinal, não adianta só pedir, tem que empregar também! Essa taxa de ativação é outro indicador crucial de sucesso.
A Shopee precisa de recursos para fazer esse experimento, como programadores para construir as diferentes ofertas e analistas para entender os resultados. E o tempo? Duas semanas parece um excelente período, pois dá tempo suficiente para coletar informações sem que alguma coisa consideravelmente diferente aconteça e atrapalhe o desfecho.
Shopee e o Cartão: Resultados e Próximos Passos
Após as duas semanas de experimento, os resultados foram analisados. Uma das mudanças testadas foi oferecer um cashback maior em compras na Shopee para o grupo experimental. Para ilustrar, imagine que o grupo de controle tinha um cashback de 2%, enquanto o grupo experimental recebia 5%. Outro exemplo foi a alteração nas taxas de juros, com o grupo experimental tendo acesso a uma taxa promocional durante os primeiros três meses.
Os resultados mostraram que o grupo experimental, com o cashback maior, teve um aumento de 15% no número de solicitações de cartão aprovadas. Já a taxa de ativação do cartão subiu 8%. Com base nesses informações, a Shopee decidiu executar permanentemente o cashback maior para novos solicitantes do cartão. A jornada revela que pequenos ajustes na oferta podem gerar um impacto significativo na adesão dos usuários, demonstrando a importância de testes A/B contínuos para otimizar a experiência do cliente e impulsionar o crescimento.
a experiência nos ensina, Outro exemplo: a Shopee testou oferecer frete grátis ilimitado para os usuários do cartão no grupo experimental. Este benefício específico gerou um aumento ainda maior nas solicitações, mostrando que o frete grátis é um grande atrativo para os consumidores. Este experimento demonstra que entender as preferências do cliente e adaptar as ofertas de acordo com essas preferências é crucial para o sucesso de qualquer iniciativa.
