INmy data mix, design and technology, combined with a unique method of experimental application. 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 combination of two references in the sector, Eduardo Marconi and Francesco Weiss, that have been exploring the segment for over a decade. They joined forces with the renowned investor in the tech sector, Ronaldo Heilberg, what is co-founder of the group. For large e-commerce websites and applications, AIM's expertise can generate an annual increase of R$1 billion (or even more) in revenue
After having already acted together, Marconi and Weiss are now recreating the strategy in a new entrepreneurial journey, with the perspective ofapproximate revenue of $4 million in 2024 (it has already been R$2 million so far), what it reveals, according to them, the basis for short-term leverage, with a forecast to triple revenue in 2025. In the client portfolio, there are other large groups from various sectors, like Netshoes, UOL and Fretebrás
A AIM thinks about visual strategy, design, UX, consumer navigability and the intelligence to shorten the path that facilitates, accelerate and increase the act of purchasing. But the modus operandi is not conventional and, beyond any secret or complexity, there is a quite 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 market expectations along with daily innovation and actions based on real-time feedback from the mistakes and successes of the experience offering in e-commerce: making the journey from outside to inside", and with the right tools, our great differential is that we operate 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, explain Eduardo Marconi, partner of AIM, who started his career as a "web designer in digital agencies in the United Kingdom"
According to Marconi, AIM operates as a high-performance company, that does not necessarily require many collaborators (the team has no more than twenty people), but rather those who do what almost no one does — and manage to scale it.
"In this environment, it's about being ultra premium from surgical actions coming from those who know how to do it. Here, we think about the experience and use IT, but we emphasize this thought the behavior and the peculiarities of the various types of online consumers, the varied ways they deal with the purchase. From this, we mirror our model, making it possible to compare our hypotheses with those already existing. We developed this notion with unparalleled sensitivity, and we believe it is almost impossible to be copied, not only through technological paths, but by the people who can operate these routes, and all of this with the endorsement of our library of over 3,000 experiments conducted with various brands such as XP Investimentos, RD, Johnson&Johnson and Grupo Soma, details
Art and Science
AIM has a defined strategy: to use data with analysis, cutting edge technology, market trends and mapping 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 revenue that was not being leveraged. For that, 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 nuances that made AIM a promoter of a unique conception of experimentation, there are indications that can justify how the company is cutting-edge. "I would explain it like this: we have what is rare", what I call super experts, that take technology and data and give them shape with a good dash of art and science, seasoning with a strategy that only exists because there was a very accurate measurement of what would make sense to apply, to take out, adapt or invest in the interface (which was done through many comparative tests and mirroring of various screens and different browsing experiences), Weiss states
Experimentation
About the term "experimentation", the specialist explains that it is an evolution of CRO (Conversion Rate Optimization, or Conversion Rate Optimization, since today it is a complete conversion enhancement service that includes behavior research, product experimentation and customization program, content and design. For him, it is impossible to identify how each one (consumer) wants to relate to a brand and its online product interface. However, it is something that can be, with the right resources, to have a goal, bring closer and zoom in the magnifying glass 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 this is the one that will be implemented. But what is best for one is not for everyone: there is an audience that is more price-oriented, to the promotion, 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 then buy, there are those who research too much and do not buy. It is a maze of possibilities, but we managed to find a pattern in the chaos, what gives us the ammunition to create viable paths, adds
For Weiss, it is necessary to deliver the most suitable interface so that it facilitates the operation and to use all this information to customize the experiences. Artificial intelligence algorithms do help increase our chances of being effective, but talking to the consumer, and understand the right way to present this in the best way that converts into sales, that's another story, it is something that few do, that involves a certain art. It is not instinct, it's not guesswork, but art in the sense of being a highly customized work, a tailoring business capable of generating huge revenue, complete
