Por Renato Pelissaro, director de Marketing de PayPal LatAm.
Hoy en día, muchos emprendedores en México tienen dudas sobre si deben invertir recursos en un sitio web responsivo o móvil al momento de crear su tienda en línea, o simplemente al pasar de la presencia física a la digital.
Si una empresa, sin importar su tamaño, aún no tiene un portal con al menos una de estas características, está perdiendo ventas y potenciales clientes. La principal causa se debe a que Google actualizó su algoritmo de búsqueda desde el año pasado con el objetivo de verificar los sitios accesibles desde dispositivos móviles. ¿Sabías que 62% de las búsquedas en dicha plataforma son realizadas desde tabletas o smartphones, de acuerdo con el Consumer Barometer de 2016?
Es por ello que los sitios que no tienen una versión para móviles ya no aparecen en las primeras páginas de búsquedas, lo cual puede resultar perjudicial para su marca o negocio.
Un portal responsivo es aquel creado a partir del “original” con ajustes de programación que lo ayudan a adaptarse automáticamente a la pantalla del equipo que el usuario emplee. En contraste, en un sitio sin esta tecnología, se necesitará darle mayor zoom para ver el contenido en cuanto menor sea el tamaño de la pantalla, y mover la página de un lado a otro para revisarla, con el riesgo de tocar y abrir algún link no deseado. Se trata de una experiencia muy incómoda para cualquier visitante.
El mismo estudio indica que ese tipo de problema puede representar un costo alto; por ejemplo, el tener que hacer zoom en la pantalla del smartphone, es causa suficiente para que más de 60% de los usuarios abandonen un sitio. Asimismo, otro informe realizado por Ipsos a solicitud de PayPal, indica que 58% de los consumidores digitales en México usan los teléfonos inteligentes para comprar en línea, y 26%, las tabletas. Si estos datos se trasladan a una tienda no disponible en móviles, esto se traduce en un adiós a la venta.
Por otro lado, existen los sitios hechos especialmente a la medida de equipos móviles, y a los que no se ingresa con la misma facilidad desde computadoras de escritorio o portátiles. La versión móvil es una segunda página, a veces incluso 100% diferente de la web original.
Un sitio totalmente móvil representa completa libertad para crear desde cero, sin restricciones, lo cual implica una arquitectura planeada para los smartphones u otros dispositivos de tamaño pequeño, que incrementa su nivel de efectividad.
Ya sea que se opte por una página web responsiva o móvil, cualquiera de las dos opciones puede ser de gran utilidad para captar la atención del consumidor, cada vez más conectado en todo momento desde su celular. De hecho, el smartphone ya es el punto de conexión a Internet más popular de México, con 77% de penetración entre los usuarios, según la Asociación de Internet MX.
Para una exitosa incursión en un sitio responsivo o móvil, se recomienda colocar menús cortos, destacar acciones como “Elegir” o “Pagar”, y evitar en cuanto sea posible que las personas deban rellenar demasiada información. Por ejemplo, puedes recurrir a calendarios visuales, etiquetas y validación de datos en tiempo real. Esto es aún más útil en el momento final de pago, en el cual es fundamental facilitarle la vida al cliente. Si ya de por sí se puede sentir cansado y propenso a abandonar la compra en una computadora, imagínalo en frente de la pantalla diminuta de un teléfono inteligente.
Asimismo, es recomendable insertar un motor de búsqueda al interior de la página web, fácil de usar y visualizar por el internauta, con letras grandes y ligas intuitivas, y que arroje resultados relevantes. Para esto, resulta muy útil disponer de un banco de datos que sugiera a los usuarios opciones relacionadas con los temas que van buscando en el sitio. Nada peor para un prospecto que el mensaje: “No se encontró ningún artículo relacionado”.
A fines de 2016, Google anunció la inversión en un mecanismo de búsqueda exclusivo para entornos móviles. Ciertamente, la movilidad es un camino a emprender sin marcha atrás.
El Internet Industrial de las Cosas (IIOT) ha irrumpido como una fuerza transformadora. El gasto global en plataformas IIOT se ha disparado, pasando de 1.700
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Finally, Li Ge said His eyes gradually brightened.
Then, Luo Chen came out of Yuzhu Pavilion, said hello to Luo Tianhe, and then rode a fast horse towards the south of Daqian.Haha It s not too late, it s not too late Princess can come, it doesn t matter if we wait a little longer.
These snowfields have strong bodies, well developed muscles, and are full of violent aura.Why kill someone This is a pawn shop The old man said, secretly winking at the middle aged man.
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We were born and died together, and our friendship was very close.You all go together Go back and tell my sister that you can come to pick up our siblings.
Ye Ling s look on the sidelines was extremely weird.The wood and the blue water unicorn dug a trench. Ye Ling also summoned four spiritual beasts, each with its own division of labor.
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After leaving, only Sikou Tingyan, Xia Tong and Zijuan were left.Since the Immortal Grass is distributed at the source of Qingxue River in the Ten Thousand Demons Valley, no matter how dangerous the place is, he still has to go and find out.
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When he thought that that boy was actually with his junior sister Yan Xunnan, he became even more unkind.Lu Yu s expression was calm and unchanging, with a hint of sarcasm flashing in his eyes.
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He didn t know how many of these so called brand owners were stooges or actors, but the nature of today s products was more or less commercial hype to drive up prices.Zhang Sheng was still chatting with Nie Xiaoping, the owner of Hongwei Battery Car.
Hongyuan Decoration , which once closed down and was criticized in the news, is now full of vitality and famous in this area She smiled and walked over.Mr. Liu, that s not what I meant
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Bureau Chen, Bureau Gu came to him and said they wanted to talk to him
Employment Did Gu Shen answer Jiang Yong s words. That moving sound.The difference was only 40,000, it was the same Yes You
In a daze, the ending felt that it was indeed not that straightforward.
Troublesome, I felt inexplicably depressed. It was before, but this time it was 30,000 Chen Mengting still answered this sentence
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When reporters come to expose and report the relevant units, everything is put on the table, and everything is so complicated No one is more vague than me about what kind of place Cangdong County is.He felt that his blood was boiling, and the hot blood surged through his body over and over again, as Best Zion Williamson Weight Loss Tips to Try Two Weeks Before Christmas
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In reality, you can definitely see the familiar shadows one by one.Zhang
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Por Renato Pelissaro, director de Marketing de PayPal LatAm.