AIM Conversion: they can generate R$ 1 billion more revenue per year to online commerce platforms with data and mapping of customer behavior 

Ua mixture of data, design and technology, added to a unique method of experimentation application. With clients such as Magazine Luiza and UOL, AIM Conversion Experts has been working with this name for six months, but it is the result of the combination of two references in the sector, Eduardo Marconi and Francesco Weiss, who have been exploring the segment for more than a decade. They joined forces with the renowned investor in the tech sector, Ronaldo Heilberg, who is co-founder of the group. For large websites and virtual commerce applications, they have joined forces with the AIM expertise can generate an annual increment of R$1 billion (or even more) in revenue.

After having already worked together, Marconi and Weiss now recreate the strategy in a new entrepreneurial journey, with the prospect of revenues of approximately 4$ million in 2024 (there have been R$ 2 million so far), which reveals, according to them, the basis for leverage in the short term, with expected to triple revenue in 2025. In the customer portfolio, there are other large groups from various sectors, such as Netshoes, UOL and Fretebra.

AIM thinks about visual strategy, design, UX, consumer navigability and intelligence for the shortening of the path that facilitates, accelerates 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 on the journey of consumption, evaluated in a “inverted”: the raw material analyzed is what is not working, and why.

“Thinking outside of what is expected of the market along with daily innovation and actions based on real-time feedbacks of the errors and successes of the e-commerce experience offer: making the way from the outside in, and with the right tools, our great differential is that we act as a business nucleus, interpreting data and choosing those we consider ideal for the measurement of what we can correct and adapt so that the platform optimizes its sales”, explains Eduardo Marconi, partner at AIM, who began his career as a “web designer in digital agencies in the UK”.

According to Marconi, AIM works as a very high performance company, which does not necessarily need many employees (the team has no more than twenty people), but those who do what almost no one does and can scale it. 

“In this way, it is about being ultra premium from surgical actions coming from those who know how to do. Here, we think about the experience and use IT, but we focus on this thought the behavior and the peculiarities of the various types of online consumers, the varied range of how they deal with the purchase. From this, we mirror our model, making it possible to compare our hypotheses with that already existing. We developed this notion with unparalleled sensitivity, and believe it is almost impossible to be copied, not only by technological paths, but by the people who can operate these routes, and all with the seal of our library of more than 3 thousand experiments carried out of R& Johnson brands, R& Johnson, Investments.

Art & Science

AIM has a defined strategy: using data with analysis, cutting-edge technology, market trends and mapping of customer behavior on e-commerce platforms with a central objective: to identify what is wrong and what can be improved in the shopping experience to enhance sales or even provide a revenue that was not being used. For this, it is necessary to have specific skills and perception, as stated by partner Francesco Weiss.

According to the entrepreneur, although it is impossible to think of all the details and intricacies that have made AIM a promoter of a unique conception of experimentation, there are indications that can justify how the company is cutting-edge.“Explain thus: we have what is rare, what I call super experts, who take the technology and data and give a contour to them with a good dash of art and science, seasoning with strategy that only exists because there was a very faithful measurement of what would make sense to apply, take, adapt or invest in the interface (which was given through many comparative tests and mirroring of several screens and different navigation experiences), says We.

Experimentation

About the term “experimentation”, the expert explains that it is an evolution of CRO (Conversion Rate Optimization, or Conversion Rate Optimization), since today it is a complete conversion increase service that encompasses behavior research, product experimentation and customization program, content and design. For him, it is impossible to identify how will be the way each (consumer) wants to relate to a brand and its online product interface. However, it is something that can, with the right resources, have a goal, approach and increase the magnifying magnifying glass to the maximum, facilitating the actions that will be made in close observation of this.

“So, we produce and simulate several different experiences and identify which has the greatest engagement, conversion and result. And this is the one that will be implemented. But the best for one is not for everyone: there is the public that is more oriented to price, promotion, has those who make clear in their tracks that will only buy if the process is simple, has those who research a lot and only after buying, have those who research too much and do not buy. It is a maze of possibilities, but we can find a pattern in the chaos, which gives us ammunition to create viable paths”, he adds.

For Weiss, it is necessary to deliver the most appropriate interface so that it facilitates the operation and use all this information to go personalizing the experiences. Artificial intelligence algorithms help the chance to be effective, but talk to the consumer, and understand the right way to present this in the best way that converts into sales, there is another story, it is something that few do, which involves certain art. It is not instinct, it is not a chauvinism, but art in the sense of being a highly customized work, a tailor shop capable of providing huge numbers of billing”, he adds.