La gestión de expectativas de Kotler aplicada a Google Adwords

Este fin de semana asistí a un congreso sobre gestión de organizaciones y liderazgo en Barcelona que me ha hecho entonar el back to the basics con clásicas (que no anacrónicas) lecciones como la gestión de expectativas de Kotler y que vamos a aplicar a Google Adwords.

Kotler nos dice que el nivel de satisfacción de los clientes es el resultante de combinar sus expectativas con el rendimiento real del producto. De la misma forma cada vez que impactamos al usuario en internet y en concreto con nuestos anuncios de Adwords, generamos una serie de expectativas en el usuario. Estas expectativas podrán verse fracturadas por primera vez cuando el usuario aterrice en la landing page, dependiendo de la correlación término de búsqueda – keyword – anuncio – landing e igualmente la landing page contribuirá a las expectativas siguiendo el funnel:

Embudo de usuarios hasta la compra en Adwords

Así un usuario que haya visualizado nuestro anuncio y llegado a la landing tendrá una primera sensación que de ser negativa romperá la compra. Si la percepción es positiva y procede a compra, el nivel de satisfacción final vendrá marcado con el rendimiento del producto.

Niveles de satisfacción y gestión de expectativas

Lo primero que debemos seleccionar es por ello la página donde aterrizarán nuestros usuarios y después ajustar el mensaje del anuncio a transmitir. Ambos factores están bajo el control del gestor de Adwords pudiendo influir sobre las expectativas para mejorar la conversión y la satisfacción del usuario.
El único factor que se escapa a nuestro control es el rendimiento del producto, por lo que será conveniente no generar expectativas demasiado altas en el usuario o correremos el riesgo de que se sienta decepcionado si el producto no le reporta un beneficio equivalente. Igualmente unas expectativas demasiado bajas producirán desconfianza en el usuario arriesgándonos a que no nos compre nunca.
Si podéis soportarlo, a continuación detallo algunas opciones posibles para la gestión de expectativas en Google Adwords.

Selección de la landing page

• Landing page de producto precisa: el usuario busca y se sirve en la landing lo que el usuario espera. Puede proceder a compra.
• Surtido amplio como landing: el usario busca “epson stylus tx130″ y le mostramos un conjunto de impresoras epson similares. Es una buena estrategia cuando tenemos precios poco competitivos en el producto pero buenos precios en otros de la misma tipología. Aunque no siempre funciona puede mejorar la conversión.
• Landing totalmente diferente: rompe las expectativas del usuario, no es una opción. El porcentaje de conversiones baja y el coste por conversión sube.

Diseño de la landing page

Podemos influir en las expectativas del usuario mediante elementos de diseño como detalles, realidad aumentada, gráficos y fotografías, copy, descripciones, denotaciones del leguaje, etc… El diseño contribuye a generar una propuesta de valor emocional además de funcional pero también puede defraudar al usuario.

Redacción del anuncio

• Anuncio optimizado y landing apropiada: usuario satisfecho, puede proceder a compra. Propenso a ser fiel.
• Anuncio poco optimizado y landing apropiada:
• Cuando la búsqueda del usuario es muy genérica y no podemos deducir la intención de la búsqueda mostramos un anuncio poco optimizado resaltando la no gratuidad del producto/servicio. Los usuarios que hagan clic serán cualificados.
• Cuando tenemos un producto con buen precio y mostramos un precio ligeramente superior en el anuncio para producirle una sensación de mayor satisfacción al usuario (Ver vídeo Proyecto SEM sobre gestión de expectativas).
• Anuncio poco optimizado y landing inapropiada: usuario descontento. No procederán a compra, no es una opción. El porcentaje de conversiones baja y el coste por conversión sube.
• Anuncio optimizado y landing inapropiado: habremos pagado cpc por un usuario decepcionado. El producto mostrado no se ajusta con el anuncio. No procede a compra, no es una opción. El porcentaje de conversiones baja y el coste por conversión sube.

La gestión de las expectativas es un tema bastante complejo siendo los usuarios con más difusión los clientes deslumbrados o los decepcionados lo que significa el éxito o el fracaso rotundo.

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