experimento A/B: Cupom Otimizado na Shopee
Para otimizar o uso do cupom de desconto de frete na Shopee, propomos um experimento A/B focado na apresentação do cupom ao usuário. A formulação da hipótese central é que destacar o cupom de frete em momentos estratégicos da jornada do cliente expandirá sua utilização e, consequentemente, as vendas. As métricas de sucesso serão a taxa de utilização do cupom de frete e o aumento do valor médio do pedido.
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O grupo de controle visualizará a apresentação padrão do cupom, enquanto o grupo experimental observará o cupom destacado na página de checkout e na página de detalhes do produto. A duração do experimento será de duas semanas, tempo suficiente para coletar informações relevantes e minimizar o impacto de fatores externos, como promoções sazonais. Os recursos necessários incluem a configuração da plataforma de experimento A/B, a criação de banners e mensagens promocionais para o grupo experimental e o acompanhamento diário das métricas.
Entenda o experimento A/B na Prática
Imagine que a Shopee quer saber se transformar a forma como o cupom de frete é mostrado faz as pessoas usarem mais. É aí que entra o experimento A/B. A gente pega uma galera que usa o app (grupo de controle) e mostra o cupom do jeito que sempre foi. Para outro grupo (experimental), mostramos o cupom de um jeito novo, tipo, bem na hora de pagar ou quando a pessoa está olhando um produto. A ideia é observar se essa nova forma faz as pessoas usarem mais o cupom e gastarem mais dinheiro na loja.
Para saber se deu certo, vamos olhar duas coisas: quantas pessoas usaram o cupom e quanto cada pessoa gastou, em média. Se o grupo que viu o cupom de forma diferente usou mais o cupom e gastou mais, então a mudança valeu a pena! O experimento vai durar duas semanas para dar tempo de observar se a mudança realmente funciona e não é só uma coincidência. Precisamos da ajuda do pessoal de tecnologia para transformar o app e também de gente para ficar de olho nos números e observar o que está acontecendo.
Cupom de Frete: Uma História de Sucesso
Era uma vez, em uma galáxia não tão distante, a Shopee percebeu que muitos clientes abandonavam seus carrinhos por causa do frete. A alternativa? Um cupom de desconto de frete! Mas como saber a melhor forma de oferecer esse cupom mágico? A resposta veio na forma de um experimento A/B. No grupo de controle, os cupons eram oferecidos da maneira tradicional. No grupo experimental, os cupons apareciam como um presente inesperado ao adicionar um produto ao carrinho.
Os resultados foram surpreendentes: o grupo experimental apresentou um aumento de 15% na taxa de conversão e um aumento de 10% no valor médio do pedido. A jornada revela que a apresentação do cupom, como um presente, fez toda a diferença. Este experimento demonstra o poder de pequenos ajustes na experiência do usuário para impulsionar as vendas e fidelizar clientes.
