{"id":4243,"date":"2024-12-05T08:00:00","date_gmt":"2024-12-05T07:00:00","guid":{"rendered":"https:\/\/orienteed.com\/?p=4243"},"modified":"2024-12-04T13:28:19","modified_gmt":"2024-12-04T12:28:19","slug":"guia-de-analisis-post-bfcm-como-evaluar-el-exito","status":"publish","type":"post","link":"https:\/\/orienteed.com\/es\/guia-de-analisis-post-bfcm-como-evaluar-el-exito\/","title":{"rendered":"Gu\u00eda de an\u00e1lisis post-BFCM: c\u00f3mo evaluar el \u00e9xito de tu campa\u00f1a e identificar informaci\u00f3n \u00fatil para la estrategia de 2025."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Ha llegado el momento de hacer un an\u00e1lisis post-BFCM. El Black Friday y el Cyber \u200b\u200bMonday (BFCM) representan una excelente oportunidad para atraer a una cohorte \u00fanica de compradores. Estos consumidores, atra\u00eddos por grandes descuentos y ofertas exclusivas, presentan oportunidades y desaf\u00edos para las marcas. Su comportamiento suele estar impulsado por la urgencia y la sensibilidad al precio, lo que puede generar un volumen de ventas sustancial durante el evento. Sin embargo, <a href=\"https:\/\/orienteed.com\/es\/como-fidelizar-clientes-despues-del-black-friday\/\">retener e interactuar con estos clientes despu\u00e9s de la compra<\/a> requiere estrategias bien pensadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al evaluar el \u00e9xito de tu campa\u00f1a reciente y adaptar los esfuerzos de interacci\u00f3n, puedes transformar a estos compradores ocasionales en clientes leales de tu negocio. En este art\u00edculo, compartiremos una gu\u00eda r\u00e1pida para hacer un an\u00e1lisis post-BFCM, con el objetivo de identificar informaci\u00f3n valiosa que puedas utilizar para mejorar y crear tu estrategia en 2025, y adem\u00e1s, continuar creando fidelidad hacia tu marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a1Vamos a ello!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-1024x683.jpg\" alt=\"an\u00e1lisis post-BFCM\" class=\"wp-image-4246\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-1024x683.jpg 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-300x200.jpg 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-768x512.jpg 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-1536x1024.jpg 1536w, https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-18x12.jpg 18w, https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM-930x620.jpg 930w, https:\/\/orienteed.com\/wp-content\/uploads\/2024\/12\/analisis-post-BFCM.jpg 1860w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfC\u00f3mo evaluar el \u00e9xito de tu campa\u00f1a? Gu\u00eda para el an\u00e1lisis post-BFCM<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Como hemos dicho, implementar estrategias efectivas de fidelizaci\u00f3n y retenci\u00f3n despu\u00e9s del Black Friday y el Cyber \u200b\u200bMonday es crucial para mantener el impulso obtenido durante estos importantes eventos de compras y garantizar la lealtad del cliente durante toda la temporada festiva, y por supuesto, mucho m\u00e1s all\u00e1 de esta temporada.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El primer paso para fidelizar a los compradores del BFCM es comprender el rendimiento de tu campa\u00f1a. Al realizar un an\u00e1lisis podr\u00e1s resaltar las fortalezas, exponer las debilidades y dar forma a la estrategia futura.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seas el e-commerce manager de una marca o el due\u00f1o de tu negocio, el an\u00e1lisis de las m\u00e9tricas ser\u00e1 esencial para identificar aciertos y \u00e1reas de mejora. Este proceso puede ser fundamental y guiarte en el dise\u00f1o de la estrategia para el Black Friday 2025 de manera m\u00e1s efectiva. A continuaci\u00f3n detallamos el paso a paso que deber\u00edas seguir:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Realiza una revisi\u00f3n de las m\u00e9tricas clave<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ventas Totales y ROI (el retorno de la inversi\u00f3n)<\/strong>: Compara los ingresos generados frente al gasto publicitario para evaluar cu\u00e1l ha sido la rentabilidad.<\/li>\n\n\n\n<li><strong>Tasa de Conversi\u00f3n (CVR)<\/strong>: Mide cu\u00e1ntos visitantes completaron una compra. Si fue baja, entonces analiza la experiencia de compra (UX) y si pudiesen existir obst\u00e1culos o fricciones en dicha experiencia.<\/li>\n\n\n\n<li><strong>Valor Medio del Pedido (AOV)<\/strong>: Revisa si las estrategias de <a href=\"https:\/\/blog.hubspot.es\/service\/cross-selling-upselling\" target=\"_blank\" rel=\"noopener\" title=\"\">upselling y cross-selling<\/a> fueron efectivas.<\/li>\n\n\n\n<li><strong>Costo de Adquisici\u00f3n de Clientes (CAC)<\/strong>: Eval\u00faa cu\u00e1nto cost\u00f3 atraer a cada cliente nuevo y comp\u00e1ralo con los a\u00f1os anteriores.<\/li>\n\n\n\n<li><strong>Lifetime Value (LTV)<\/strong>: Si implementaste estrategias para fidelizar, verifica si los clientes nuevos vuelven a comprar. \u00bfCu\u00e1l es el porcentaje de compradores recurrentes?<\/li>\n\n\n\n<li><strong>Tasa de Carritos Abandonados<\/strong>: Investiga si hubo puntos de fuga en el proceso de pago y qu\u00e9 puede mejorarse. \u00bfCu\u00e1ntos clientes dejaron sus carritos de compra?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Lleva a cabo un an\u00e1lisis de la audiencia<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Segmentaci\u00f3n<\/strong>: Identifica qu\u00e9 segmentos de clientes tuvieron mejor rendimiento (nuevos vs. recurrentes, ubicaciones, etc.).<\/li>\n\n\n\n<li><strong>Canales de Conversi\u00f3n<\/strong>: Determina qu\u00e9 canales (email, redes sociales, PPC, org\u00e1nico) atrajeron m\u00e1s clientes y cu\u00e1l tuvo con mayor rentabilidad.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Revisa el rendimiento de los productos<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Productos M\u00e1s Vendidos<\/strong>: Analiza qu\u00e9 art\u00edculos tuvieron mayor demanda y por qu\u00e9. Esto puede ayudar a ajustar el inventario en 2025. \u00bfCu\u00e1l es ese producto estrella de tu cat\u00e1logo?<\/li>\n\n\n\n<li><strong>Stock-outs<\/strong>: Si hubo rupturas de stock, considera ajustar tus previsiones y producci\u00f3n.<\/li>\n\n\n\n<li><strong>M\u00e1rgenes<\/strong>: Eval\u00faa qu\u00e9 productos contribuyeron m\u00e1s a los beneficios netos. \u00bfQu\u00e9 tal ha estado el margen?<\/li>\n<\/ul>\n\n\n\n<div id=\"wp-block-themeisle-blocks-advanced-columns-0ae5908b\" class=\"wp-block-themeisle-blocks-advanced-columns alignfull has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-equal-layout has-vertical-center has-light-bg\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-5cce5366\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<div class=\"wp-block-themeisle-blocks-service ticss-e80cdc60\">\n<div id=\"wp-block-themeisle-blocks-font-awesome-icons-f80ba529\" class=\"wp-block-themeisle-blocks-font-awesome-icons\"><span class=\"wp-block-themeisle-blocks-font-awesome-icons-container\"><i class=\"fas fa-inbox\"><\/i><\/span><\/div>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-68845a16\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-68845a16\">Suscr\u00edbete a nuestro newsletter.<\/h2>\n\n\n\n<p id=\"wp-block-themeisle-blocks-advanced-heading-b333ac52\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-b333ac52\">Recibe las \u00faltimas novedades sobre soluciones digitales, tendencias de la industria, art\u00edculos de expertos y pr\u00f3ximos eventos.<\/p>\n\n\n\n<div style=\"text-align: center\" class=\"sender-form-field\" data-sender-form-id=\"lx1ps3zoejyq5d4dkux\"><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">4. Audita el desempe\u00f1o del sitio web<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tr\u00e1fico Web y Fuentes<\/strong>: Identifica qu\u00e9 canales impulsaron el mayor tr\u00e1fico y c\u00f3mo este se comport\u00f3. \u00bfTr\u00e1fico org\u00e1nico, directo, de referencia?<\/li>\n\n\n\n<li><strong>Velocidad y Experiencia de Usuario (UX)<\/strong>: Revisa datos de tiempos de carga y tasas de rebote <a href=\"https:\/\/www.valido.ai\/en\/solutions\/valido-ux-audit\/\" target=\"_blank\" rel=\"noopener\" title=\"\">para identificar problemas t\u00e9cnicos<\/a>.<\/li>\n\n\n\n<li><strong>Dispositivos<\/strong>: Compara el rendimiento entre m\u00f3vil y desktop para optimizar cada plataforma.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. Eval\u00faa las promociones y los descuentos ejecutados<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Eficiencia de los Descuentos<\/strong>: Analiza qu\u00e9 ofertas tuvieron m\u00e1s impacto en las ventas.<\/li>\n\n\n\n<li><strong>Promociones poco rentables<\/strong>: Identifica descuentos que no generaron suficiente margen o volumen de ventas.<\/li>\n\n\n\n<li><strong>Resultados por Timing<\/strong>: Eval\u00faa qu\u00e9 d\u00edas y horas fueron m\u00e1s exitosos para ajustar la duraci\u00f3n de las campa\u00f1as. \u00bfQu\u00e9 d\u00eda y hora es tu tienda m\u00e1s visitada?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">6. Realiza un an\u00e1lisis de tu competencia<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Observa el enfoque de tus competidores en descuentos, campa\u00f1as publicitarias y experiencia de usuario para identificar puntos de mejora.<\/li>\n\n\n\n<li>En general, \u00bfqu\u00e9 ha hecho tu competencia que tu podr\u00edas hacer en el futuro?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">7. Ejecuta encuestas y pide opiniones a los clientes<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Analiza el feedback recopilado durante y despu\u00e9s de la campa\u00f1a. \u00bfHubo quejas comunes? \u00bfQu\u00e9 valoraron m\u00e1s los clientes? Esta es quiz\u00e1 una de las piezas m\u00e1s importantes de todo el an\u00e1lisis. No olvides leer de forma cualitativa los comentarios que los clientes puedan realizar. Te dar\u00e1n mucha informaci\u00f3n \u00fatil.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">El plan de acci\u00f3n para 2025<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bien una vez realizado el an\u00e1lisis, puedes comenzar a crear un plan de acci\u00f3n para el pr\u00f3ximo a\u00f1o o temporada. Hacer un an\u00e1lisis post-BFCM no solo mejora el rendimiento de tu pr\u00f3xima campa\u00f1a, sino que tambi\u00e9n refuerza la estrategia general de tu ecommerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aunque s\u00f3lo tu conoces la complejidad de tu negocio y cada una de sus particularidades, estos son los pasos que consideramos deber\u00edan estar en tu pr\u00f3xima estrategia.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ajustar el presupuesto publicitario seg\u00fan los canales m\u00e1s rentables de la campa\u00f1a ejecutada.<\/li>\n\n\n\n<li>Optimizar la experiencia de compra con mejoras en UX y el checkout.<\/li>\n\n\n\n<li><a href=\"https:\/\/orienteed.com\/es\/10-estrategias-de-descuento-para-el-bfcm\/\">Dise\u00f1ar promociones<\/a> m\u00e1s estrat\u00e9gicas, centr\u00e1ndote en los productos con mayor margen y cross-selling.<\/li>\n\n\n\n<li>Planificar con antelaci\u00f3n para evitar problemas de inventario y log\u00edstica.<\/li>\n\n\n\n<li>Fidelizar clientes nuevos con campa\u00f1as post-Black Friday, como programas de puntos o descuentos exclusivos.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Ahora es tu turno.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Como hemos visto a lo largo de este art\u00edculo, realizar un an\u00e1lisis post-BFCM ser\u00e1 muy beneficioso. El proceso de retenci\u00f3n de clientes del BFCM no termina con los programas de fidelizaci\u00f3n o la comunicaci\u00f3n personalizada. El \u00e9xito a largo plazo radica en sorprender y deleitar continuamente a tu audiencia. Las primeras impresiones exclusivas de los productos, las invitaciones a eventos de la marca y el reconocimiento en los foros de la comunidad pueden consolidar su lealtad. Todo va sumando.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es esencial garantizar que tu marca siga siendo relevante y valiosa fuera de los picos de ventas por temporada. Tu capacidad para ofrecer experiencias excepcionales de manera constante sienta las bases para una base de clientes pr\u00f3spera y leal a lo largo de todo el a\u00f1o. Es el momento de la informaci\u00f3n \u00fatil y el ajuste de tu estrategia, el tiempo, simplemente, no para.<\/p>\n\n\n\n<div id=\"wp-block-themeisle-blocks-advanced-columns-766c474e\" class=\"wp-block-themeisle-blocks-advanced-columns alignfull has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-equal-layout has-vertical-unset has-light-bg\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-90d47fbe\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<div id=\"wp-block-themeisle-blocks-advanced-columns-d3ee70fd\" class=\"wp-block-themeisle-blocks-advanced-columns has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-equal-layout has-vertical-unset\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-435148ce\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<div id=\"wp-block-themeisle-blocks-font-awesome-icons-2cb6454f\" class=\"wp-block-themeisle-blocks-font-awesome-icons\"><span class=\"wp-block-themeisle-blocks-font-awesome-icons-container\"><i class=\"fas fa-store\"><\/i><\/span><\/div>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-6b9eba4d\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-6b9eba4d\">\u00bfNecesitas desarrollar o migrar tu ecommerce?<\/h2>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:24px\">Cont\u00e1ctanos hoy aqu\u00ed para empezar juntos un proyecto incre\u00edble.<\/p>\n\n\n\n<div id=\"wp-block-themeisle-blocks-button-group-d9752f49\" class=\"wp-block-themeisle-blocks-button-group wp-block-buttons align-center-desktop\">\n<div id=\"wp-block-themeisle-blocks-button-7db3b5d3\" class=\"wp-block-themeisle-blocks-button wp-block-button\"><a href=\"https:\/\/orienteed.com\/contacto\/\" target=\"_self\" rel=\"noopener noreferrer\" class=\"wp-block-button__link\"><span>Contactar<\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Optimiza tu estrategia con nuestra gu\u00eda de an\u00e1lisis post-BFCM. Descubre c\u00f3mo interpretar m\u00e9tricas clave y mejorar tus campa\u00f1as de Black Friday para 2025.<\/p>\n","protected":false},"author":2,"featured_media":4246,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[178],"tags":[142,211],"class_list":["post-4243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-marketing","tag-black-friday","tag-data-analytics"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"Optimiza tu estrategia con nuestra gu\u00eda de an\u00e1lisis post-BFCM. 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