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HOME > ARTIGOS > DIGA-ME O QUE PROCURAS E TE DIREI ONDE COMPRAR

Em Métricas

Diga-me o que procuras e te direi onde comprar

26/11/2007 - 21:32

Por Alexandre Sanches Magalhães

Os mecanismos de busca são parceiros importantes dos internautas. Cada vez mais usamos algum deles para encontrar as páginas que queremos e não sabemos o endereço eletrônico. Mas só quando não sabemos de cor a url é que usamos um buscador?

Com muita freqüência me dou conta de que uso meu mecanismo de busca preferido para ir a lugares que são muito familiares. Talvez por preguiça ou provavelmente para evitar o retrabalho de digitar um endereço, ou ser transferido para outro serviço que vai me informar que não existe aquele site e eu ter de redigitar a url, é que eu costumo ir direto à ferramenta de busca.

Mas acho que não sou só eu quem faço isso. Como sempre faço quando mensalmente saem os dados novos de audiência de internet do IBOPE//NetRatings, naveguei algumas horas para ver o que está acontecendo ou mudando em cada categoria, em cada ranking. Desta vez resolvi dar uma olhada na categoria e-commerce, cuja principal data do ano está se aproximando, o Natal. Estava olhando os dados de um dos maiores concorrentes da categoria e me interessei em entender o tráfego desse player. De onde vieram as pessoas que visitaram esse concorrente? No caso desse gigante do e-commerce brasileiro são três urls que recebem quase a totalidade dos visitantes. Afora a transferência interna entre os endereços da própria marca, mecanismo muito comum nos grandes nomes da internet brasileira, dividindo o peso do tráfego entre servidores diferentes, um mecanismo de busca foi a vedete na transferência do tráfego para eles. Para a primeira url desse concorrente, cerca de 18% chegaram via um buscador. Para o segundo endereço, foram mais de 30% e para o terceiro endereço, pouco mais de 16% da audiência.

Estamos falando de milhões de pessoas migrando de um mecanismo de busca para este famoso endereço de e-commerce. E o "ser conhecido" é importante, pois nos faz voltar ao problema inicial. Por que milhões de pessoas recorrem a uma ferramenta de busca para encontrar um dos principais e mais conhecidos endereços da internet brasileira? Essas pessoas chegaram via busca orgânica ou a loja comprou uma palavra-chave? É por comodidade? Por que não têm esses endereços em seus "favoritos" do browser?

Resolvi olhar mais uma loja, outra líder de seu segmento e um dos nomes mais importantes do e-commerce nacional, com muitos anos de existência. No caso desta loja, há uma url que recebe quase todo o tráfego, e, para este endereço, os buscadores transferiram mais de 29% da audiência única. Continuei olhando os principais nomes e a situação era similar.

Decidi olhar um competidor menor. Escolhi dois nomes de menor expressão do comércio eletrônico brasileiro. O primeiro, um nome surgido recentemente e que só atua on-line. O segundo, um nome com décadas de existência, com presença física e on-line no mercado local. Ambas, lojas de nicho.

Para o primeiro caso, mais de 35% do tráfego da loja foi gerado por ferramentas de busca. No segundo caso, 57%. Vejamos que o nome que depende mais dos search engine é o que existe na versão física, o que poderia parecer estranho antes de olhar os dados.

No geral, o e-commerce brasileiro tem nos buscadores excelentes parceiros, na busca orgânica ou não. Parece uma versão da moral da fábula O lavrador e a cegonha, provalvelmente de Esopo, aplicada à ferramentas de busca: diga-me o que procuras e te direi onde comprar.

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