Estudo sobre a reformulação de landing pages e o impacto sobre o marketing digital
Data
2023-02-28
Autores
Bonelli, Ana Carolina Bonani 
Tipo
Dissertação de mestrado
Título da Revista
ISSN da Revista
Título de Volume
Resumo
O comércio eletrônico vem crescendo no Brasil nos últimos anos, mas em 2020, com a
crise de saúde e as pessoas restritas em suas residências, as compras online cresceram
vertiginosamente de forma que melhorar o desempenho dos comércios eletrônicos se
tornou uma necessidade urgente. Este trabalho se propõe a analisar as páginas de um
comércio eletrônico brasileiro de produtos gráficos personalizados e, baseando-se em
elementos encontrados na literatura, hipóteses geradas a partir das análises iniciais e
benchmark, propor melhorias nas páginas do e-commerce. As alterações nas landing
pages, melhoraram a experiência de compras dos usuários e aumentaram as vendas.
Pode-se observar o processo de inovação de uma pequena empresa e tecer comentários
comparando com os processos encontrados na literatura. Para corroborar as alterações,
foram realizados testes e a coleta de dados sobre as novas páginas para a comprovação
de que as alterações implementadas foram positivas.
E-commerce has been growing in Brazil, but in 2020, with the health crisis and people restricted in their homes, online shopping has grown dramatically so that improving the performance of ecommerce has become an urgent need. This work proposes to analyze the pages of a Brazilian e-commerce of personalized graphic products and, based on elements found in the literature, hypotheses generated from the initial analyzes and benchmark, propose improvements in the ecommerce pages. Changes on landing pages improved users' shopping experience and increased sales. Furthermore, can observe the innovation process of a small company and make comments comparing it with the processes found in the literature. To corroborate the changes, tests were carried out and data was collected on the new pages to prove that the changes adopted were positive
E-commerce has been growing in Brazil, but in 2020, with the health crisis and people restricted in their homes, online shopping has grown dramatically so that improving the performance of ecommerce has become an urgent need. This work proposes to analyze the pages of a Brazilian e-commerce of personalized graphic products and, based on elements found in the literature, hypotheses generated from the initial analyzes and benchmark, propose improvements in the ecommerce pages. Changes on landing pages improved users' shopping experience and increased sales. Furthermore, can observe the innovation process of a small company and make comments comparing it with the processes found in the literature. To corroborate the changes, tests were carried out and data was collected on the new pages to prove that the changes adopted were positive