No condenes tu sitio web al fracaso
Por José Luis Briseño
De nada sirve atraer a miles de visitante a tu sitio web solo para que lo observen, de nada sirve que el visitante llegue al sitio, lo vea y se vaya. Si el sitio web de tu empresa no está resultando exitoso puede deberse a varias causa, y el origen puede ser que no tenga definido lo que se quiere lograr con la puesta en línea de su sitio.
Muchas de las empresas que ofrecen el servicio de diseño de sitios web no siempre combinan conocimientos de marketing al diseño de los mismos; es decir son solamente diseñadores o programadores de sitios, y no lo ven como una herramienta de marketing digital que debe estar diseñada en función de los objetivos de marketing de la empresa.
A continuación se mencionan algunos puntos que deben tomarse en cuenta antes de desarrollar un sitio web:
1. Plantear objetivos claros: Independientemente del negocio que se trate el sitio debe tener un objetivo bien planteado, este puede ser desde que el internauta descargue un catalogo, se suscriba al sitio, consulte información en línea, realice un pedido, haga una compra, etc.
2. Tipo de clientes: El saber quiénes son tus clientes te ayudara a ver qué requerimientos debe tener tu sitio, tales como idiomas, áreas de contacto, lenguaje utilizado, tecnología aplicada, etc.
3. Considerar la distancia de la información: Con base en los objetivos planteados se debe priorizar la información y decidir cuál será la que se pondrá más al alcance del internauta, algunos expertos señalan que si la información esta a mas de tres clicks de distancia la mayoría de los internautas desistirán en su búsqueda.
4. Crear un viaje por tu sitio: Se debe definir cuál es la pagina de entrada del sitio y tener bien definido hacia donde ira un internauta en busca de información, de la misma forma debes tener previsto la dudas que pueden surgir en el internauta al momento de navegar por el sitio y todo orientado a que se llegue a la pagina salida, que preferente mente será una página de compra, este punto es importante para detectar en que parte del viaje el cliente abandona el proceso y corregir en ese punto.
5. Analizar el sitio web de tus competidores: Un análisis del sitio web de tus competidores te permitirá realizar un proceso de benchmarking y así aplicar herramientas y características a tu sitio que sean bien vistas por tus consumidores potenciales.
6. Monitorear las estadísticas: El llamado “Análisis Web” (web analysis) es vital en el éxito de un sitio, ya que de otra forma no sabrás lo que está ocurriendo y si no eres capaz de detectar errores será imposible corregirlos.
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