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A dinámica de progreso e a promo “por vir X veces” | feirón blog
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0 Comentarios | jul 31, 2013

A dinámica de progreso e a promo “por vir X veces”

progreso del juego
BLOG FEIRÓN | DIDÁCTICOS | PROMOCIÓNS

Os humanos sentimos o impulso de rematar aquilo que empezade. Non nos gusta deixar algo a medias. E este mecanismo, que todos traemos de serie, é unha interesante “tecla a tocar” para inducir nos consumidores aqueles comportamento que desexamos.

Esta e outras mecánicas que afloran agora dentro desta tendencia de mercadotecnia que se etiqueta como “Gamification” están detrás de moitas das promos preconfiguradas en feirón.

A dinámica de progreso lévase á práctica estruturando o comportamento desexado do consumidor nun conxunto de etapas claras, medibles e que “debuxamos” nunha secuencia. A este soporte engadímoslle a información do estado do consumidor, onde chegou e canto lle falta para completar o ciclo.

Sendo máis prácticos, encontramos moitos exemplos online. Nos procesos de rexistro ou de acollida de servizos con Linkedin ou xogos como Farmville, nos formulan unha serie de tarefas para chegar ao 100% e segundo completamos tarefas achegámonos a final. Esa proximidade ao final “toca a tecla” humana que nos impulsa a seguir completando esas tarefas.

Tamén no mundo offline tropezamos coa dinámica de progreso. En concreto, achegándonos ao comercio todos coñecemos as tarxetas de “compra 10 e te regalo 1″. Onde o comerciante vai selando as túas compras e cando completas a tarxeta che premia cunha consumición gratis e onde a tarxeta apela á dinámica de progreso, que te impulsa a continuar completando a tarxeta onde xa investiches o teu tempo, diñeiro ou esforzo.

Canto máis completa téñala, máis impulso a rematar, coherentemente con outro comportamento humano (a disonancia cognitiva) que tocaremos noutro post. Por iso, e aquí vén un truco, moitas veces entréganse tarxetas co progreso xa iniciado. É dicir, se estou disposto a regalar 1 consumición a aqueles consumidores que consuman 7, en lugar de facer unha tarxeta con 7 espazos para completar, fágoa con 10 e selo tres o primeiro día, xerando unha maior implicación do usuario coa nosa tarxeta.

E para rematar, en feirón tedes dinámicas como “Por vir x veces” ou “Cupón por rexistro” que en ambos os dous casos apelan á dinámica de progreso para que poidades inducir nos vosos consumidores ese comportamento, repetitivo neste caso, que poden ser visitas (que xa controla feirón automaticamente) ou calquera outro (compras dun determinado produto, consumicións nunha franxa horaria ou semanal que vos interese, etc.). Deste modo, cunha pequena estrutura de premios tedes unha ferramenta para mellorar a conversión dese investimento (os premios) nos comportamentos que desexades (visitas recorrentes, compras, etc.).

Probástela xa? Se non é así, adiante!

Chamádenos se tedes algunha dúbida.

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