Examinando por Materia "Embudo de mercadeo"

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    Optimización de la experiencia en la compra online
    (Universidad EAFIT, 2017) González Yépes, Luis Guillermo; León Bustos, Diana Paola; Mejía Gil, María Claudia; Monroy Osorio, Juan Carlos
    This article presents the results of a research that analyzes the experience in online shopping, in order to present optimization suggestions -- Given the characteristics of the object of study (identifying the stages of the online purchase process, the most used channels and the contact points with which users feel identified), the methodological approach was qualitative; at the information gathering stage, two group sessions and semi-structured interviews were conducted with experts on e-commerce and service issues -- The research started from the recognition of the existence of four stages in the online purchase process: interest, search, reinforcement and conversion; as the study progressed and the results of the first focus group were collected, an initial experience map was designed that reflected an additional later stage called post-sales / loyalty -- In this phase of the study, the information obtained was validated with experts and their contributions substantially fed the design of a final experience map in which six stages were defined for the online purchase process, since the last one was split -- With the results obtained, this research aims to be a guide or reference for future entrepreneurs in electronic commerce -- The findings of the study can be used to make marketing decisions so that they are oriented towards the creation of digital impact strategies for their clients and with which they generate long-term relationships that contribute to higher sales with a high return on investment