e-Commerce en México más allá de una web responsiva o móvil

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.

 

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Good night, go to sleep. Du Heng put down Wu Shengnan s feet, and then stood up as usual.Little. Baby, why are you here Throwing down the shovel in his hand, Wang Shuqiu s father reached out and grabbed his daughter in law next to him, and walked towards Du Heng together.

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Du Heng grinned and apologized, but seeing that Wu Shengnan refused to listen, he pulled Wu Shengnan into his arms and said, Be good, be obedient.As for the frontline staff, There is no concept of punctuality in medical care.

He doesn t want to miss this historical moment. At the same time, he also had the same idea in his mind as Director Sun of the Medical Department said.I also know that my brother s injuries were to his lungs and liver, and these two locations have nothing to do with the reproductive system.

There is just one thing, the applicant unit is jointly applied by both of us.Du Heng A little anxious, Didn t I tell you not to move While complaining, he quickly leaned down to check on the two of them.

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Because Chen Guogong had long wanted to break off the engagement with him.Then he strangled his neck with a wooden gun. There was a crisp sound and the man s head hung down.

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If you want to inherit it, you need to have Only by special fate.Finally, the scenery except the broken stream appeared in the line of sight.

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After learning that the witch god was born, he decided to follow the example of his ancestors and die for the country.They didn t see Axi say a word, so they seemed to remember Axi s existence.

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Son, you have to take care of your waist.Xu Qi an took out the fragments of the book from the ground and passed it on Three Everyone, I am in Jingshan City.Nian Rong smiled and attacked Gu Ze without any explanation.

Seeing her in such a situation, Meng Jingzhe immediately became anxious.Whoever has the deepest understanding of the Fengqi Demon Sutra will have the highest level of cultivation, and the demon clan with the strongest ability will become the Demon Lord.

Meng Jingzhe was not worried about running out of food in the future, but worried about her situation.The situation in this mountain is weird, and the sound transmission jade talisman has long been useless.

The voice echoed over and over again in the mountains and forests until the distortion dissipated.And Long Yinjian, at this moment, was as happy as a child who found a friend.

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For this little bit of good, he abandoned his former name, changed his face for tens of thousands of years, walked the world, witnessed the rise of the human race, the revival of the demon race, and did all the bad things, and finally he was able to gather all the conditions for her resurrection.The evil spirit said loudly.The system couldn t sense the name of the evil god, and even the system thought he was incompetent.

Surrender.Xu Qi an thought for a while, stretched out his palms, aimed at the two Gu beasts, and squeezed them hard.You must know that even in the half step Martial God Realm, Xu Qi an is still outstanding, at least the power of Shenshu is not as good as him.

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