Blend of data, design, and technology, combined with a unique method of applying experimentation. With clients like Magazine Luiza and UOL, AIM Conversion Experts has been operating under this name for six months, but it is the result of the merger of two industry references, Eduardo Marconi and Francesco Weiss, who have been paving the way in the segment for over a decade. They joined forces with renowned tech sector investor Ronaldo Heilberg, who is a co-founder of the group. For large e-commerce sites and applications, AIM’s expertise can generate an annual increase of R$1 billion (or more) in revenue.
After working together before, Marconi and Weiss now recreate the strategy in a new entrepreneurial journey, with an approximate revenue of 4$ million in 2024 (already at R$2 million so far), revealing, according to them, the basis for short-term leverage, with a forecast to triple revenue in 2025. In the client portfolio, there are other major groups from various sectors, such as Netshoes, UOL, and Fretebrás.
AIM focuses on visual strategy, design, UX, consumer navigability, and intelligence to shorten the path that facilitates, speeds up, and increases the act of purchase. But the modus operandi is not conventional and, beyond any secret or complexity, there is a very clear view of the consumption journey, evaluated in an “inverted” way: the raw material analyzed is what is not working, and why.
“Thinking outside of what is expected from the market along with daily innovation and actions based on real-time feedback on the successes and failures of the e-commerce experience: making the way from the outside in, and with the right tools, our great differential is that we act as a business hub, interpreting data and choosing those that we consider ideal for measuring what we can correct and adapt so that the platform optimizes its sales”, explains Eduardo Marconi, partner at AIM, who started his career as a “web designer in digital agencies in the UK”.
According to Marconi, AIM functions as a high-performance company, which does not necessarily need many employees (the team has no more than twenty people), but rather those who do what almost no one else does — and can scale that.
“In this environment, it’s about being ultra-premium from surgical actions from those who know how to do it. Here, we think about the experience and use IT, but we apply to this thought the behavior and peculiarities of the various types of online consumers, from the varied range of how they deal with purchasing. From this, we mirror our model, making it possible to compare our hypotheses with the existing one. We develop this notion with unique sensitivity, and we believe it to be almost impossible to be copied, not only for technological paths, but by the people who can operate these routes, all with the endorsement of our library of over 3 thousand experiments conducted in various brands such as XP Investments, RD, Johnson & Johnson, and Grupo Soma”, details.
Art and Science
The AIM has a defined strategy: to use data with analysis, cutting-edge technology, market trends, and mapping of customer behavior on e-commerce platforms with a central objective: identify what is wrong and what can be improved in the shopping experience to maximize sales or even provide revenue that was not being utilized. For this, specific skills and perception are necessary, as stated by partner Francesco Weiss.
According to the entrepreneur, although it is impossible to think of all the details and intricacies that made AIM a promoter of a unique concept of experimentation, there are indications that can justify how the company is cutting edge. The entrepreneur explains: “We have what is rare, what I call super experts, who take technology and data and give them shape with a good mix of art and science, seasoning it with a strategy that only exists because there was a very faithful measurement of what would make sense to apply, remove, adapt or invest in the interface (which was done through many comparative tests and mirroring of various screens and different navigation experiences),” says Weiss. Experimentation On the term “experimentation,” the expert explains that it is an evolution of CRO (Conversion Rate Optimization), as today it is a complete service for increasing conversion that includes behavior research, experimentation program, and customization of products, content, and design. For him, it is impossible to identify how each individual (consumer) will want to relate to a brand and its online product interface. However, with the right resources, it is something that can be benchmarked, brought closer, and magnified to the maximum, facilitating the actions that will be taken based on this meticulous observation.
“So, we produce and simulate various different experiences and identify which has the highest engagement, conversion, and result. And that’s the one that will be implemented. But what’s best for one is not for all: there’s the audience that is more price-oriented, promotion-oriented, there are those who make it clear in their tracks that they will only buy if the process is simple, there are those who research a lot and only buy afterwards, there are those who research too much and don’t buy. It’s a maze of possibilities, but we manage to find a pattern in the chaos, which gives us ammunition to create viable paths,” adds.
According to Weiss, it is necessary to deliver the most suitable interface to make it easier to operate and use all this information to personalize the experiences. Artificial intelligence algorithms do help to increase our chances of being effective, but talking to the consumer and understanding the right way to present it in the best way that converts into sales, that’s another story, it’s something that few do, that involves a certain art. It’s not instinct, it’s not guesswork, but art in the sense of being a highly customized work, a tailoring capable of providing huge revenues,” he concludes.
