experimento A/B: Seu Caminho na Shopee Express
Imagine um funil, onde a entrada representa o seu interesse em se tornar um entregador Shopee e a saída, a sua atuação efetiva. Para otimizar esse funil, podemos empregar testes A/B. A formulação da hipótese central a ser testada é: ‘Oferecer um treinamento online simplificado aumenta o número de candidatos que completam o trajetória de inscrição’.
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As métricas de sucesso serão a taxa de inferência do cadastro e o tempo médio para finalização. O grupo de controle seguirá o trajetória de inscrição padrão, enquanto o grupo experimental terá acesso ao treinamento online. Por exemplo, o grupo controle recebe apenas o link do formulário de inscrição, já o grupo experimental recebe o link do formulário e o acesso a 3 vídeos curtos explicando o passo a passo.
A duração do experimento será de duas semanas, tempo suficiente para coletar informações relevantes. Os recursos necessários incluem a criação do treinamento, o desenvolvimento de landing pages distintas e o acompanhamento dos informações. Vale destacar que, a análise dos resultados dirá qual abordagem atrai mais candidatos qualificados.
Inscrição Otimizada: A Chave do Sucesso
Agora, pense na inscrição como uma jornada. Cada etapa é um obstáculo a ser superado. Simplificar essa jornada aumenta as chances de sucesso. A hipótese a ser testada aqui é: ‘Reduzir o número de campos obrigatórios no formulário de inscrição aumenta a taxa de inferência’.
As métricas de sucesso são, neste caso, a taxa de abandono do formulário e o tempo médio de preenchimento. O grupo de controle utilizará o formulário completo, enquanto o grupo experimental empregará uma versão simplificada, com menos informações obrigatórias. Por exemplo, no grupo controle, o endereço completo é obrigatório, enquanto no grupo experimental, apenas o CEP é solicitado.
A duração do experimento será de duas semanas, com foco na coleta de informações sobre o comportamento dos usuários. Os recursos necessários incluem a criação de duas versões do formulário e o monitoramento das taxas de conversão. É fundamental compreender que, menos campos podem significar mais entregadores.
Comunicação Eficaz: Acelere Sua Entrada
Considere a comunicação como um motor que impulsiona o trajetória. Uma comunicação clara e direta acelera a entrada de novos entregadores. A hipótese central é: ‘Enviar e-mails de acompanhamento personalizados aumenta o engajamento dos candidatos e a inferência do trajetória’.
As métricas de sucesso são a taxa de abertura dos e-mails, a taxa de cliques nos links e a taxa de inferência do cadastro. O grupo de controle receberá e-mails genéricos, enquanto o grupo experimental receberá e-mails personalizados, com informações relevantes sobre o trajetória e dicas para o sucesso. Por exemplo, o grupo controle recebe um e-mail padrão de boas-vindas, já o grupo experimental recebe um e-mail com o nome do candidato e um vídeo curto com depoimentos de entregadores.
a experiência nos ensina, A duração do experimento será de duas semanas, tempo suficiente para interpretar o impacto da comunicação personalizada. Os recursos necessários incluem a criação dos e-mails personalizados e o acompanhamento das métricas. O experimento demonstra que, uma comunicação eficaz pode fazer toda a diferença.
