{"id":88806,"date":"2009-11-24T20:55:48","date_gmt":"2009-11-24T20:55:48","guid":{"rendered":"https:\/\/vwo.com\/blog\/how-to-benchmark-competition-conversion-rates-using-alexa-in-two-super-simple-steps\/"},"modified":"2025-02-11T17:36:42","modified_gmt":"2025-02-11T12:06:42","slug":"comparar-tasas-de-conversion","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/es\/comparar-tasas-de-conversion\/","title":{"rendered":"C\u00f3mo comparar tasas de conversi\u00f3n de la competencia utilizando Alexa en dos pasos super sencillos"},"content":{"rendered":"\n<p>Seamos sinceros: <a href=\"https:\/\/alexa.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Alexa<\/a> no es la mejor fuente de datos de tr\u00e1fico que existe en Internet. Adem\u00e1s, no tiene <a href=\"https:\/\/vwo.com\/blog\/es\/benchmarks-tasa-de-conversion-ecommerce\/\">estad\u00edsticas sobre las<\/a> tasas de conversi\u00f3n. Pero, oye, Alexa es gratis y vamos a utilizarlo para comparar (aproximadamente) las tasas de conversi\u00f3n de tu competencia. He aqu\u00ed c\u00f3mo hacerlo en dos sencillos pasos:<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Paso 1. Establece las normas del sector utilizando tus datos reales de tasa de conversi\u00f3n\" id=\"paso-1-establece-las-normas-del-sector-utilizando-tus-datos-reales-de-tasa-de-conversion\" data-menu-id=\"paso-1-establece-las-normas-del-sector-utilizando-tus-datos-reales-de-tasa-de-conversion\" style=\"text-align:left\"><strong><strong>Paso 1. Establece las normas del sector utilizando tus datos reales de tasa de conversi\u00f3n<\/strong><\/strong><\/h2>\n\n\n<p>Supongamos que eres SEOMoz (estoy utilizando este sitio web como ejemplo y no tengo datos reales de ellos) y vendes herramientas de pago para SEO. Supongamos que tu <a href=\"https:\/\/vwo.com\/glossary\/conversion-rate\/\">tasa de conversi\u00f3n<\/a> actual es de un conservador 4% (de nuevo, datos hipot\u00e9ticos) y quieres estimar c\u00f3mo le va a tu competidor SEO Book.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#guide-download\"><span style=\"text-decoration: underline\"><em><\/em><\/span><\/a><em><a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#guide-download\"><strong><em>Descargar gratis: Gu\u00eda de optimizaci\u00f3n de la tasa de conversi\u00f3n<\/em><\/strong><\/a><\/em><\/h3>\n\n\n\n<p>T\u00fa y tus competidores (ya que al fin y al cabo se trata del mismo sector) segu\u00eds una tendencia similar en lo que se refiere a la relaci\u00f3n entre la tasa de conversi\u00f3n y <a href=\"https:\/\/vwo.com\/blog\/how-to-reduce-ecommerce-bounce-rate\/\">otras m\u00e9tricas del sitio, como la tasa de rebote<\/a>, el tiempo en el sitio y las p\u00e1ginas vistas por usuario. En este paso, tratamos de calcular los valores de los par\u00e1metros que relacionan la tasa de conversi\u00f3n con todas estas m\u00e9tricas. Utilizando tus datos reales de tasa de conversi\u00f3n y las estad\u00edsticas que Alexa muestra sobre tu sitio web, calcula X, Y y Z como se indica a continuaci\u00f3n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tu Tasa de Conversi\u00f3n = <strong>X <\/strong>* (1 \/ Tasa de Rebote mostrada por Alexa )<\/li>\n\n\n\n<li>Tu tasa de conversi\u00f3n = <strong>Y <\/strong>* Tiempo de permanencia en el sitio mostrado por Alexa (en segundos)<\/li>\n\n\n\n<li>Tu tasa de conversi\u00f3n = <strong>Z <\/strong>* P\u00e1ginas vistas\/usuario seg\u00fan Alexa<\/li>\n<\/ul>\n\n\n\n<p>La raz\u00f3n por la que no utilizamos tus datos reales de porcentaje de rebote, tiempo de permanencia y p\u00e1ginas vistas es que no tienes esos datos para tus competidores. S\u00f3lo sabes lo que Alexa dice de tu sitio web y lo que Alexa dice de tus competidores. As\u00ed que es mejor trabajar con los datos de Alexa, que est\u00e1n disponibles gratuitamente y utilizan la misma metodolog\u00eda en todas partes.<\/p>\n\n\n\n<p>Como ejemplo de SEOMoz, Alexa nos dice que la tasa de rebote, el tiempo de permanencia en el sitio y las p\u00e1ginas vistas\/usuario son 50,7%, 219,7 segundos y 3,2 respectivamente. Utilizando estos datos, obtenemos los valores de X, Y y Z como:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>X <\/strong>= 4% \/ (1 \/ 50.7 %) = 201.6<\/li>\n\n\n\n<li><strong>Y <\/strong>= 4% \/ 219.7 = 0.018<\/li>\n\n\n\n<li><strong>Z <\/strong>= 4% \/ 3.2 = 1.25<\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Paso 2.\u00a0 Utiliza los par\u00e1metros para estimar la tasa de conversi\u00f3n del competidor\" id=\"paso-2-utiliza-los-parametros-para-estimar-la-tasa-de-conversion-del-competidor\" data-menu-id=\"paso-2-utiliza-los-parametros-para-estimar-la-tasa-de-conversion-del-competidor\" style=\"text-align:left\"><strong><strong>Paso 2.\u00a0 Utiliza los par\u00e1metros para estimar la tasa de conversi\u00f3n del competidor<\/strong><\/strong><\/h2>\n\n\n<p>Ahora hemos obtenido los par\u00e1metros que relacionan tu tasa de conversi\u00f3n real con los datos que Alexa muestra sobre tu sitio web. El siguiente paso consiste simplemente en utilizar esos par\u00e1metros en los datos de tu competencia (tal y como los muestra Alexa) para obtener <a href=\"https:\/\/vwo.com\/blog\/conversion-rate-marketing\/\">estimaciones de su tasa de conversi\u00f3n<\/a>.<\/p>\n\n\n\n<p>Tasa de conversi\u00f3n de la competencia:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Estimaci\u00f3n 1 = X * (1 \/ Tasa de rebote de la competencia mostrada por Alexa)<\/li>\n\n\n\n<li>Estimaci\u00f3n 2 = Y * Tiempo de permanencia del competidor en el sitio web mostrado por Alexa<\/li>\n\n\n\n<li>Estimaci\u00f3n 3 = Z * Competidor P\u00e1ginas vistas \/ usuario seg\u00fan Alexa<\/li>\n<\/ul>\n\n\n\n<p>Por \u00faltimo, para hacernos una idea de su tasa de conversi\u00f3n real, simplemente hacemos una media de las estimaciones.<\/p>\n\n\n\n<p><strong><strong>Tasa de conversi\u00f3n del competidor = (Estimaci\u00f3n 1 + Estimaci\u00f3n 2 + Estimaci\u00f3n 3) \/ 3<\/strong><\/strong><\/p>\n\n\n\n<p>Siguiendo con el ejemplo de SEOMoz, si tuvi\u00e9ramos que estimar las tasas de conversi\u00f3n de SEOBook, calcular\u00edamos 3 estimaciones de tasa de conversi\u00f3n (basadas en los datos mostrados por Alexa para SEOBook):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Estimaci\u00f3n 1 = 201,6 * (1\/69,4) = 2,90<\/li>\n\n\n\n<li>Estimaci\u00f3n 2 = 0,018 * 135 = 2,43%.<\/li>\n\n\n\n<li>Estimaci\u00f3n 3 = 1,25 * 2,43 = 3,0%.<\/li>\n<\/ul>\n\n\n\n<p>Como puedes observar, las estimaciones est\u00e1n bastante pr\u00f3ximas. Por tanto, podemos estar bastante seguros de que la tasa de conversi\u00f3n real se aproxima a la media de estas tres estimaciones, que es:<\/p>\n\n\n\n<p><strong><strong>Tasa de conversi\u00f3n estimada = 2,77%.<\/strong><\/strong><\/p>\n\n\n\n<p>Por supuesto, el valor estimado anteriormente s\u00f3lo es v\u00e1lido si la tasa de conversi\u00f3n real de SEOMoz que he supuesto (4%) es cierta, lo que puede o no ser el caso, ya que no tengo acceso a sus datos anal\u00edticos web reales.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#guide-download\"><span style=\"text-decoration: underline\"><em><\/em><\/span><\/a><em><a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/#guide-download\"><strong><em>Descargar gratis: Gu\u00eda de optimizaci\u00f3n de la tasa de conversi\u00f3n<\/em><\/strong><\/a><\/em><\/h3>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Resumen\" id=\"resumen\" data-menu-id=\"resumen\" style=\"text-align:left\"><strong><strong>Resumen<\/strong><\/strong><\/h2>\n\n\n<p><a href=\"https:\/\/vwo.com\/blog\/conversion-rate-marketing\/\">Simplemente introduce tus tasas de conversi\u00f3n<\/a> en la metodolog\u00eda anterior y deber\u00edas tener una estimaci\u00f3n bastante buena de c\u00f3mo lo est\u00e1s haciendo en comparaci\u00f3n con tus competidores. Tambi\u00e9n puedes intentar triangular tus estimaciones utilizando otras fuentes de datos (aparte de Alexa) como Compete.com o Quantcast.<\/p>\n\n\n\n<p>Hazme saber si este enfoque te resulta \u00fatil.&nbsp; Como siempre, agradezco tus opiniones y comentarios. \u00bfQuieres una herramienta que automatice todo este an\u00e1lisis por ti?<\/p>\n\n\n\n<p>PD: La forma en que yo defino la Tasa de Rebote y la Tasa de Conversi\u00f3n, no est\u00e1n relacionadas.&nbsp; Pero de la forma en que Alexa lo define, las dos m\u00e9tricas est\u00e1n definitivamente relacionadas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seamos sinceros: Alexa no es la mejor fuente de datos de tr\u00e1fico que existe en Internet. Adem\u00e1s, no tiene estad\u00edsticas sobre las tasas de conversi\u00f3n. Pero, oye, Alexa es gratis y vamos a utilizarlo para comparar (aproximadamente) las tasas de conversi\u00f3n de tu competencia. He aqu\u00ed c\u00f3mo hacerlo en dos sencillos pasos: Supongamos que eres&#8230;<\/p>\n","protected":false},"author":14,"featured_media":88807,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10517],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-88806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-optimizacion-de-tasa-de-conversiones"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo comparar tasas de conversi\u00f3n de la competencia con Alexa<\/title>\n<meta name=\"description\" content=\"En este art\u00edculo, aprender\u00e1s a comparar las tasas de conversi\u00f3n de la competencia utilizando Alexa en dos sencillos pasos.\" \/>\n<meta name=\"robots\" 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