{"id":15743,"date":"2019-07-25T12:34:00","date_gmt":"2023-06-06T12:34:22","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=15743"},"modified":"2023-12-11T13:07:08","modified_gmt":"2023-12-11T13:07:08","slug":"taxa-de-conversao","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/br\/blog\/taxa-de-conversao\/","title":{"rendered":"Taxa de Convers\u00e3o: o que \u00e9 e como calcular?"},"content":{"rendered":"\n<p>Se voc\u00ea perguntar para qualquer l\u00edder de qualquer segmento de neg\u00f3cio, em qualquer lugar do mundo, quais s\u00e3o as prioridades da sua equipe, existem grandes chances de que a resposta seja uma \u00fanica palavra: <b>crescimento<\/b>.<\/p>\n\n\n\n<p>Isso n\u00e3o deve ser uma grande surpresa, certo? Afinal, se sua empresa n\u00e3o est\u00e1 crescendo, ela est\u00e1 estagnada, e os riscos de se estar estagnado em meio \u00e0 <a href=\"https:\/\/www.salesforce.com\/br\/quarta-revolucao-industrial\/\">quarta revolu\u00e7\u00e3o industrial<\/a> s\u00e3o muito grandes.<\/p>\n\n\n\n<p>Para crescer e<a href=\"https:\/\/www.salesforce.com\/br\/blog\/2017\/dezembro\/como-vender-mais-e-melhor.html\"> aumentar vendas<\/a> e convers\u00f5es, \u00e9 preciso acompanhar a velocidade dos consumidores, <b>estar presente em todos os canais onde seus leads e clientes est\u00e3o<\/b> e oferecer uma boa experi\u00eancia. Embora existam muitos caminhos para isso, existe tamb\u00e9m uma f\u00f3rmula comprovada de crescimento que se aplica a todos os tipos de e-commerce.<\/p>\n\n\n\n<p>O e-book <a href=\"https:\/\/www.salesforce.com\/form\/commerce\/quest-for-growth\/?d=7010M000000ZPgu&amp;nc=7010M000000ZPga\">Ecommerce and the Quest for Growth<\/a> da Salesforce estabelece uma abordagem baseada em dados e uma f\u00f3rmula confi\u00e1vel para o crescimento que todos os profissionais podem usar para aprimorar \u00e1reas espec\u00edficas de crescimento para seus neg\u00f3cios.<\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">E-commerce e a busca por crescimento<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Cada vez mais, os l\u00edderes de varejo e de marca est\u00e3o sob press\u00e3o para gerar crescimento em todas as oportunidades. Entenda como priorizar as iniciativas de gera\u00e7\u00e3o de receita com tempo, or\u00e7amento e recursos limitados.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/commerce-cloud\/ecommerce-e-a-busca-por-crescimento\/\">Baixar e-book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>Mesmo que todas as m\u00e9tricas mencionadas no e-book sejam importantes, tem uma que se destaca entre as primordiais para o crescimento: a <b>taxa de convers\u00e3o<\/b>. Se voc\u00ea j\u00e1 conferiu o nosso <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/br\/blog\/2019\/01\/termos-de-vendas-que-voce-precisa-conhecer.html\" target=\"_blank\" rel=\"noopener\">gloss\u00e1rio de vendas<\/a>, est\u00e1 familiarizado com alguns termos como convers\u00e3o, taxa de convers\u00e3o e CRO.<\/p>\n\n\n\n<p>Sendo assim, nesse post, iremos abordar essas quest\u00f5es de forma mais aprofundada para que voc\u00ea possa entender<b>como utilizar estrat\u00e9gias de CRO (<i>Conversion Rate Optimization<\/i>)<\/b>para impulsionar os resultados e o crescimento do seu <a href=\"https:\/\/www.salesforce.com\/br\/products\/commerce-cloud\/overview\/\">e-commerce<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h5>Continue lendo e descubra:<\/h5><ul><li><a href=\"#o-que-e-conversao\" data-level=\"2\">O que \u00e9 convers\u00e3o?<\/a><\/li><li><a href=\"#o-que-e-taxa-de-conversao\" data-level=\"2\">O que \u00e9 taxa de convers\u00e3o e como calcular?<\/a><\/li><li><a href=\"#o-que-e-cro\" data-level=\"2\">O que \u00e9 CRO?<\/a><\/li><li><a href=\"#3-estrategias-para-otimizar-a-taxa-de-conversao\" data-level=\"2\">3 estrat\u00e9gias para otimizar a taxa de convers\u00e3o<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"o-que-e-conversao\">O que \u00e9 convers\u00e3o?<\/h2>\n\n\n\n<p>Quando voc\u00ea tem elabora uma estrat\u00e9gia para seu e-commerce, s\u00e3o setados objetivos, certo? Partindo desse ponto, <b>a convers\u00e3o acontece quando um usu\u00e1rio se comporta de tal maneira que atinge esse objetivo<\/b> da empresa.<\/p>\n\n\n\n<p>Por exemplo, se a meta \u00e9 fechar vendas, quando um usu\u00e1rio realiza uma compra pelo site, pode-se dizer que ele converte. Em outro contexto, por exemplo, se o objetivo for o preenchimento de um formul\u00e1rio dentro do <a href=\"https:\/\/www.salesforce.com\/br\/products\/commerce-cloud\/tudo-sobre-ecommerce\/\">e-commerce<\/a>, no momento em que o usu\u00e1rio inserir seus dados e clicar no bot\u00e3o para finalizar, ele ir\u00e1 converter.<\/p>\n\n\n\n<p>Em resumo, a convers\u00e3o \u00e9 o momento que o lead ou cliente responde \u00e0 um call-to-action.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"o-que-e-taxa-de-conversao\">O que \u00e9 taxa de convers\u00e3o e como calcular?<\/h2>\n\n\n\n<p>A taxa de convers\u00e3o \u00e9 uma m\u00e9trica que <b>demonstra a rela\u00e7\u00e3o entre o n\u00famero de usu\u00e1rios que visitaram o site e o n\u00famero de usu\u00e1rio que realizaram uma convers\u00e3o.<\/b>Esse indicador \u00e9 uma forma de medir o resultado das estrat\u00e9gias de um e-commerce com precis\u00e3o e entender onde \u00e9 poss\u00edvel melhorar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Calculando a taxa de convers\u00e3o<\/b><\/h3>\n\n\n\n<p>Considerando que a taxa de convers\u00e3o mede a propor\u00e7\u00e3o entre quantas pessoas acessaram o site da sua empresa e quantas atingiram o objetivo, ou seja, realizaram uma convers\u00e3o, o c\u00e1lculo dessa m\u00e9trica \u00e9 bastante simples. Basta dividir o n\u00famero de convers\u00f5es pelo n\u00famero de visitas.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d64b7a1506b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d64b7a1506b\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"129\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/uploads\/sites\/6\/2023\/06\/image-26.png?strip=all&#038;quality=95\" alt=\"F\u00f3rmula taxa de convers\u00e3o\" class=\"wp-image-17732\" srcset=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/uploads\/sites\/6\/2023\/06\/image-26.png 400w, https:\/\/www.salesforce.com\/br\/blog\/wp-content\/uploads\/sites\/6\/2023\/06\/image-26.png?w=300&amp;h=97 300w, https:\/\/www.salesforce.com\/br\/blog\/wp-content\/uploads\/sites\/6\/2023\/06\/image-26.png?w=150&amp;h=48 150w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p> Por exemplo, se 24.720 pessoas acessaram seu website em um m\u00eas e 925 realizaram a a\u00e7\u00e3o que era o objetivo da empresa, o resultado no per\u00edodo ser\u00e1 as 925 convers\u00f5es divididas pelos 24.720 visitantes, gerando um valor de 0,0374; ou seja, a taxa de convers\u00e3o ser\u00e1<b>de 3,74%<\/b>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"o-que-e-cro\">O que \u00e9 CRO?<\/h2>\n\n\n\n<p>Quando falamos em CRO, estamos falando da <b>otimiza\u00e7\u00e3o da taxa de convers\u00e3o<\/b>. O termo \u00e9 traduzido do ingl\u00eas <i>Conversion Rate Optimization<\/i> e significa desenvolver a aplicar estrat\u00e9gias para fazer com que o maior n\u00famero poss\u00edvel de usu\u00e1rios que acessam o site realizem uma convers\u00e3o, independente de qual seja ela.<\/p>\n\n\n\n<p>E qual \u00e9 a <b>import\u00e2ncia de otimizar a taxa de convers\u00e3o?<\/b>Bom, mesmo que seu site receba um n\u00famero realmente alto de visitantes, nem sempre esses usu\u00e1rios interagem com as p\u00e1ginas da maneira desejada, certo? E dessa forma, talvez sua empresa n\u00e3o atinja os objetivos propostos.<\/p>\n\n\n\n<p>Ao pensar em <b>estrat\u00e9gias de CRO<\/b>, \u00e9 poss\u00edvel aumentar o n\u00famero de convers\u00f5es explorando o m\u00e1ximo poss\u00edvel o tr\u00e1fego de visitantes que seu site j\u00e1 recebe. Assim, voc\u00ea evita perder oportunidades como usu\u00e1rios que se encontram no momento de a\u00e7\u00e3o da <a href=\"https:\/\/www.salesforce.com\/br\/products\/marketing-cloud\/tudo-sobre-marketing\/jornada-do-cliente\/\">jornada do cliente<\/a>, mas que, por algum motivo, n\u00e3o convertem.<\/p>\n\n\n\n<p><b>LEIA TAMB\u00c9M: <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/br\/blog\/2022\/05\/gatilhos-mentais-para-vendas.html\">Gatilhos Mentais para Vendas<\/a>: Como usar?<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-estrategias-para-otimizar-a-taxa-de-conversao\">3 estrat\u00e9gias para otimizar a taxa de convers\u00e3o<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p><b>Fa\u00e7a testes A\/B e otimize as p\u00e1ginas com maior tr\u00e1fego<\/b><\/p>\n<p>Identifique quais s\u00e3o as p\u00e1ginas do seu e-commerce que recebem o maior tr\u00e1fego e otimize para<b>ter certeza de que a convers\u00e3o possa ser realizada de maneira simples.<\/b>O usu\u00e1rio consegue encontrar o bot\u00e3o de compra? O link para preenchimento do formul\u00e1rio est\u00e1 em uma se\u00e7\u00e3o vis\u00edvel da p\u00e1gina? Uma forma efetiva de entender as intera\u00e7\u00f5es dos visitantes \u00e9 atrav\u00e9s da realiza\u00e7\u00e3o de testes A\/B.<\/p>\n<p><\/p>\n<\/li>\n\n\n\n<li> <p><b>Preste aten\u00e7\u00e3o no funil de vendas<\/b><\/p> <p>Tenha sempre em mente as etapas do <a href=\"https:\/\/www.salesforce.com\/br\/crm\/funil-de-vendas\/\">funil de vendas<\/a> e compare com o momento em que o usu\u00e1rio que acessa aquela p\u00e1gina se encontra. Ele est\u00e1 pronto para converter? Se n\u00e3o, qual a melhor abordagem para esse visitante? Inserir <b>call-to-actions certeiros<\/b> e auxiliar o usu\u00e1rio na sua jornada \u00e9 uma parte do <b>processo de otimizar a taxa de convers\u00e3o<\/b>. \u00c9 muito fundamental atingir o lead no momento certo.<\/p>  <\/li>\n\n\n\n<li> <p><b>Implemente tecnologias como chatbots<\/b><\/p> <p>A <a href=\"https:\/\/www.salesforce.com\/br\/blog\/2018\/Janeiro\/Transformacao-digital-na-experiencia-do-cliente\">experi\u00eancia do cliente<\/a> est\u00e1 diretamente conectada \u00e0 taxa de convers\u00e3o do seu e-commerce. Como j\u00e1 falamos, <b>entender a inten\u00e7\u00e3o do visitante \u00e9 essencial para gui\u00e1-lo at\u00e9 a convers\u00e3o<\/b>. E no cen\u00e1rio de <a href=\"https:\/\/www.salesforce.com\/br\/blog\/2017\/Setembro\/O-que-e-Transformacao-Digital.html\">transforma\u00e7\u00e3o digital<\/a>, existem diversas tecnologias que automatizam o <a href=\"https:\/\/www.salesforce.com\/br\/atendimento-ao-cliente\/\">atendimento ao cliente<\/a>, como \u00e9 o caso de <a href=\"https:\/\/www.salesforce.com\/br\/atendimento-ao-cliente\/chatbot\/\">chatbots<\/a> impulsionados por <a href=\"https:\/\/www.salesforce.com\/br\/products\/einstein\/ai-deep-dive\/\">intelig\u00eancia artificial<\/a>, e garantem que os usu\u00e1rios ir\u00e3o encontrar todas as informa\u00e7\u00f5es necess\u00e1rias para converter.<\/p><\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Veja as tend\u00eancias que est\u00e3o moldando o futuro do ecommerce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Entrevistamos mais de 4.000 l\u00edderes de ecommerce e analisamos dados de mais de 1 bilh\u00e3o de compradores em todo o mundo. Veja o que esses insights significam para o seu neg\u00f3cio.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/resources\/research-reports\/state-of-commerce\/\">Baixar relat\u00f3rio<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/br\/pt\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voc\u00ea sabe o que \u00e9 taxa de convers\u00e3o? Acesse, descubra o que \u00e9 CRO e confira estrat\u00e9gias para otimizar a taxa de convers\u00e3o do seu e-commerce.<\/p>\n","protected":false},"author":1,"featured_media":15740,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[879],"sf_content_type":[],"blog":[1190],"coauthors":[838],"class_list":["post-15743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","blog-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Taxa de Convers\u00e3o: o que \u00e9 e como calcular? | Salesforce<\/title>\n<meta name=\"description\" content=\"Voc\u00ea sabe o que \u00e9 taxa de convers\u00e3o? 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