Web personalization: what is it and why is it so important?

The idea of ​​this post is to show everything that can be customized and give some tips on how to create a customization template to be more effective with your site

Web personalization is the process of creating customized experiences for your audience, based on their behavior, needs, desires, profile, location and other characteristics. Web personalization can be used to increase conversion rate, to sell more, or to increase product engagement, for customer retention, for example.

First, that story of making a campaign to reach everyone is no longer effective, regardless of the channel used, such as email, social media, paid media, newspaper and even television. The latter, in addition to being expensive, is not focused on the individual.

Personalization is a critical component of your marketing activities , it’s important to create a great experience for your consumers and bring about the best conversions.

A great example to illustrate:

For a marketing analyst, chances are high that he will not generate results if the same marketing email is sent to his entire base.

Its database is complex and made up of multiple segments and different types of consumers. Each will have different interests in specific products and services. Even inserting the variable “ Hello , *|FIRST NAME|*” keeps the same communication, offers and a piece of content that for everyone is not effective.

We can see that they do the same on the website. They offer the same experience to each visitor, without paying attention to their behavior, their attributes to establish a connection.

It is quite common for the analyst to think about the increase in audience and forget to speak individually with the visitor to your website.

The main metrics for conversion, lead generation  and sales are marketing activities that come from your website. And personalization is the means to be more effective and measure the impact of these actions .

A recent survey by VB Insight showed that 87% of companies see an increase in these metrics when they customize their marketing actions. According to the DemandGen survey , 70% of buyers have indicated that a seller site was the biggest channel of influence in the buying decision.

What is web personalization?

The term web personalization refers to the dynamic and personalized creation of online experiences , in order to give them maximum relevance and improve the experience for visitors and consumers.

This is done based on their behavior, location or attributes.

pastedImage0

What can you customize on your website?

First of all, it is necessary to define in 3 elements to be customized:

  • attributes
  • Collect
  • Interface

What are the attributes?

image2

  • Behavior: by user browsing data such as pages visited, time on a particular page, click on any button or link.
  • Demographics: referring to the IP of the region or country. In this way, it is possible to change the language or regional elements. In some cases, with user data, it can be customizable by gender and age;
  • Firmographics: are characteristics of organizations and firm data. For example: company size in number of employees, area of ​​expertise or industry, revenue and other data related to the organization;
  • Contextual: by device used by the user, type of group or vertical focused on some theme. Example: if you have a sports ecommerce, it would be for a “tennis” vertical.

How to collect?

image3

  • Buyer stage by website behavior: can identify the stage by mapping parts of the website with tracking pixels from Google Analytics , Facebook Pixel and other tracking tools, can retrieve who has passed a cart page, but you haven’t made the purchase yet.
  • Interest (Lead Scoring): defining scores according to a certain interest, Lead Scoring rules and automations can be created . For example, for a Lead with more than 4 conversions in a tech material you can send emails or offer content related to tech.
  • Data/Base (CRM): by segmenting the database of your Leads, you can separate them into direct campaigns for each type of Lead or moment. Example: separate Leads by age, gender, regions, decision-making positions, etc.

How do I present?

image4

  • Custom fields: by collecting form fields from your website or Landing Page , you can offer personalized content according to the interests of these Leads
  • Dynamic areas: are parts presented with content of interest to the user. Example: the website changes the language according to the country where the user is located.
  • Integrated campaign: when you target a base according to a certain interest and send content to them. Example: when you target positions of directors make a communication for that position.

3 examples of web personalization to inspire your business

To understand in practice, check out three web personalization cases, which are part of our new Complete Web Personalization Manual :

Grupo Pão de Açúcar: customized offers for customers

Retail giant, Grupo Pão de Açúcar has invested in technology to gain more market share and consumer life.

Through the Pão de Açúcar Mais application , customers receive personalized product offers and also suggestions for other discounted items that may be of interest to them. All based on the purchase history and preferences of each of the consumers.

The results indicate that the strategy is going very well. Four months after the application’s launch, which took place in May 2017, the loyal customer base grew by 6%.

According to the retailer, today more than 80% of purchases made at Pão de Açúcar stores are already made by participants in the relationship program.

Optimizely: customize to convert more

After four years of optimizations, Optimizely , the conversion optimization platform , has achieved the best possible version of the site itself. At that time, any change had minimal results.

If they wanted to engage more potential customers and raise their conversion rate, managers would need to radically change the homepage.

That’s what they did: they created 26 customized versions of the home page. Visitors not only identified with the action but also tweeted about it. Look!

web cases personalization optimizely

The result was that the custom pages performed better than the old and unique home page. In numbers:

  • engagement increased 1.5%
  • the conversion rate in the “Solutions” tab grew 113%
  • the CTA conversion rate to create a test account has gone up 117%

Spotify: customizing every list

By the end of July 2018, the music streaming platform Spotify had registered no less than 83 million paid subscribers. Three months earlier, there were 75 million paying users. Compared to the same period in 2017, the rate is 40% higher.

At the heart of this accelerated growth is the company’s quest to innovate and adapt to user needs, delivering tailor-made experiences for each of them.

The platform expresses this idea in all its lyrics: “the playlists that Spotify creates just for you, like Discovery of the Week and News Radar, are based on your habits (what you like, share, save and even what you skip ) and also those of people with similar tastes”.

 

Understand what referral marketing is and how to apply it to your agency’s clients

Referral Marketing is a great strategy to leverage the results of your agency’s clients. See practical tips on how to use it

Have you ever heard the expression “word of mouth”? It is about situations in which a person likes a product or service so much that they recommend it to other people. The referral marketing is a remodeled form of this concept.

Think about the current market scenario and consumption habits. It is possible to observe that people no longer just want to consume. They are in a constant search for new experiences. 

When you manage to align your deliveries to the public’s wishes, ensuring a satisfying customer experience, it makes them recommend your company. And that’s how referral marketing is built.

We at Layer Up have a successful case working on this concept. By restructuring the Playcenter Group’s planning and strategies, we managed to increase its revenue by 1,529.04%. Therefore, in this article we are going to share some tips on the subject, using the case as an example, so that you can take advantage of this concept with your agency’s clients as well.

Going deeper into referral marketing

Now that you know the concept, let’s talk about the practical part . Working on referral marketing involves a set of strategies that facilitate decision making at the time of purchase through referral and recommendation from other users.

Basically, it is a customer who becomes a spontaneous promoter of your brand and naturally influences other people to purchase your product or service as well. After all, many people look for testimonials or second opinions when considering a purchase.

Reference marketing can also be considered a journey , as there is a path that the customer takes from the moment he knows your brand until he is enchanted with the deliverable. In order for it to be faithful to your business, it is interesting to offer something that complements your experience.

How to implement this concept?

It is clear that, for the customer to become a promoter of the company, it is necessary for him to have a positive opinion about the journey he has covered . Therefore, we have separated some tips that work here at the agency for you to apply with your clients as well:

Build customer loyalty

Loyalty strategies go hand in hand with referral marketing. Therefore, study ways to implement a loyalty program according to the profile of the companies you serve, aligning the number of customers they currently have and how much they intend to reach.

Our case, the Playcenter Group, had difficulty keeping the customer who was already engaged in its base .

While studying the best way to improve this relationship, we developed a specific plan for Playmania , an advantage club that offers discounts at the park to attract, qualify and convert leads.

We created flows and campaigns to publicize the new advantages, which yielded a growth of 53.4% ​​in a one-year period.

We also developed specific journeys for another front – children’s birthday parties. We made a special communication for those who had already celebrated in the customer’s space.

Altogether there were 29 automation flows and more than 40,839 Leads converted, generating demand through digital channels.

Be present on social media

To generate recognition and especially reach, it is necessary to be present on social networks. But, before publishing, create a schedule that talks directly to the public, working on their desires, pains and needs.

In our case, this strategy was used to reformulate communication and attract users to all fronts: parks, birthday parties in the space and school excursions.

Provide a good shopping experience

Yes, we have already mentioned the importance of providing customer satisfaction, but the shopping experience is one of the crucial factors of referral marketing, as it is from this point that it effectively becomes a promoter.

It is essential to offer excellent service , concerned not only with selling, but with helping others to achieve what they want . This factor helps a lot in loyalty.

To apply this concept to the Playcenter Group, we allocated a Sales Development Representative (SDR), a pre-sales professional who served the public during the commercial stage, answering questions and offering all the support even before the purchase.

Evaluate your customer experience

Considering the entire process, from the search for a product or service, through purchase to use, it is necessary to understand more deeply how the experience of consumers in general is.

Receiving this feedback is important to find points for improvement, understand what they liked the most, what were the main benefits of purchasing the product or service and the reason for choosing your client’s company .

This was also a process adopted in the Playcenter Group’s party planning . The objective was to optimize bottlenecks, delivering a better service, in addition to understanding the ideal time to get back in touch, with more strategic flows.

Is it possible to apply referral marketing in an e-commerce?

With all the changes in consumption habits and the transformation that has been taking place in the market, it is necessary to develop strategies that improve the e-commerce Sales process as well. During the pandemic we could see a growth in online stores, and you as an agency have probably already had contact with a client of this type.

In addition to implementing all the strategies that have already been mentioned, there are other ways to take advantage of these indications without putting a completely commercial image behind the experiences that appear on your page.

In this case, the ideal is to create a space for customers to share their experiences on the very page where the product or service is being sold. It is possible to place categories such as evaluation of service, merchandise, shipping and delivery time.

In this way, anyone interested in buying the product will be directly influenced by the opinion of people who have already used it .

It is also worth deploying this method on your customer’s e-commerce social networks, so that you can repost the opinions shared by them in real time, helping to improve your reputation and bringing more engagement.

The Playmania e-commerce referral marketing strategy

In addition to leveraging the Playmania advantage club with more offers and good communication, we decided to take it a step further: we developed an e-commerce.

Through the site, the user could purchase a card and load it with offers, avoiding lines at the park and saving fun time. In this way, we improve the customer experience and facilitate the purchase process.

After carrying out this planning and applying automations, nutrition and shots, there was an expansion of 298.22% in the number of registered in the club, going from an average of 730 monthly registrations to 1,938 new Leads per month.

By analyzing these results, it is possible to understand how referral marketing can be effective for your company or brand.

Case Playcenter: The practical example of benchmark marketing that won the “Best Marketing and Sales Case” category at the Agências de Resultados

The Playcenter case that we show in this article was so successful that it led Layer Up to be the winner of the Results Agencies Award , in the Best Marketing and Sales Case category, in 2019. The award is a way for RD to give visibility to the agencies that most become highlighted during the year.

With over 2,000 participants, the award takes place annually on the eve of RD Summit (or Hostel by RD Summit, as it was last year) and crowns the best agencies in the country.

How about getting inspired by the post tips to create a Marketing and Sales success story too? We still have a few months until this year’s awards, and I’ll bet you’d like to take your agency’s name to the podium.

 

News of the Week: no, Corona beer is not affected by the coronavirus

While the WHO does not define whether the coronavirus is an epidemic or a pandemic, it is good to protect ourselves from infodemic – information overload

If you can’t take any more reading or hearing about coronavirus and went to your favorite Digital Marketing and Technology blog to get away from the topic, well… maybe you’ll be disappointed. My expectation, however, is that the news I chose to highlight in our weekly blogpost will bring you good thought and encourage you to be a more complete person.

By the way, this is the objective of our periodic meeting. Offer stories that inspire you to end the week with good ideas and, to top it off, shine on the weekend in conversations with family and friends. To ensure that you are not left out of this great intellectual current, subscribe to our newsletter. And enjoy reading the post!

No, Corona beer is not affected by the coronavirus

Since the first weeks of the emergence of the coronavirus, there has been a debate: is it an epidemic or a pandemic? The definition is technical and based on the number of countries affected. On the other hand, the World Health Organization (WHO) announced, from the beginning, that we were dealing with an infodemia . That is, too much information, often false.

Of course, it is important to know the basics to prevent the disease, as well as its main symptoms and what to do in case of suspected contagion. This is not disputed. However, with the agenda on the rise, some news ends up having more prominence than they should. This week, for example, we had a case related to marketing.

There was a lot of circulation, especially on social networks (always them!), a survey showing that Corona beer was having a disastrous drop in sales. A much smaller problem compared to the deaths and isolation of entire cities, but it ended up gaining prominence in this infodemia. Almost comical relief in the midst of fear.

So, many people shared the “news”, without even going beyond the headlines. Overall, they focused on the statistic that 38% of Americans would have stated that they would not buy Corona beer under any circumstances in this coronavirus period. That’s a lot, it would be a total of 124 million people – and a huge loss!

But, however, Corona, virus

Without going into the merits – but it is always worth emphasizing – that there is absolutely nothing to do between Corona beer and the coronavirus, as this in itself is absurd, it is always good to take a look at the research methodology. According to CNN, it was made with just 737 beer drinkers in the United States. So it is.

Another fact that gained prominence was the fall in the shares of the owner of Corona, Constellation Brands, a reflection of the connection with the coronavirus. Well, stock exchanges around the world have fallen, and none have companies listed with “corona” in their name. What almost nobody said: Corona Extra sales rose 5% between January and February, the height of panic.

And speaking of marketing, Corona was charged for keeping the pace of posts on social media, without changing the strategy or images of cold beer in the sun. In a statement to the Fast Company website, a spokesperson for the brand said the obvious: “our consumers understand that there is no connection between the virus and our business.”

corona

In the end, the coronavirus is still between an epidemic and a pandemic. For now, in addition to basic hygiene care, we must protect ourselves from this infodemia. Discernment with what we pass on to other people is important, in every way, even more so in this time of fear.

Twitter tests “stories” exclusively in Brazil

In another novelty that no one asked for, but even so Twitter decided to launch, Fleets arrived exclusively in Brazil. They are nothing more than Stories from the social network of the bird that, if approved by Brazilians, will be expanded globally.

By approved I mean used, since the average tweeter complains about everything, but ends up adopting all the features that are pushed to him.

Fleets can be text, image or both mixed together. Other users will not be able to publicly interact with your tweetstory, that is, no RTs and likes, just DMs. They will also disappear after 24 hours.

According to the official statement on the Twitter blog , the idea is to encourage people to post again as in the early days, when even the initial screen had the message “What are you doing?”. Thus, tweets would appear more ephemeral and more urgent.

And why us? “Since Brazil is one of the countries where people talk the most on Twitter, with many of you passionate about talking and following other Brazilians on the platform, we are excited to test the new functionality here,” says the blogpost.

WhatsApp launches night mode

WhatsApp is the latest app to launch its night mode. If you are unfamiliar with the term, this is a “dark” version of the app. In theory, this affects users’ vision less, postponing in a few years the inevitable injuries that we will all have when we spend hours looking at the cell phone instead of the beautiful world around.

The launch video is very humorous, by the way. It goes back to insomnia and inconvenient alerts that we forget to turn off at night and, when we wake up, ruin our health in the long run. However, as zapzap used “Sounds of Silence” in the ad’s soundtrack, we can give it a discount.

All kidding aside, always use apps sparingly. Don’t see night mode as an excuse to spend more time talking to your contacts or messing around with a group. I’m not here to tell you what you should and shouldn’t do, but please know that I care about your well-being.

LinkedIn launches playlists on Spotify

In yet another incredible crossover of internet titans, LinkedIn has launched a complete package of music playlists on Spotify .

For now, I just enjoyed the “Refine & Focus” playlist, which I really liked. These are soft themes to help the person focus. I even wrote this post to the sound of the songs available there. I will let you judge if the result was good or not.

RD launches Relationship Marketing Week

Do you want to know how to attract new customers and relate effectively? Then watch the Relationship Marketing Week between March 23rd and 27th. You will see that, increasingly, it is worth dedicating actions to create customer proximity.

 

The Power of Facebook Ads for Your Business: How the Platform Can Accelerate Results

Did you know that Facebook has 127 million Brazilians active monthly? See how ads can help you reach them!

Producing valuable content and making it available for free through Landing Pages is a great way to generate Leads, attract the right people to your business, and facilitate sales. We talk about it quite often here on the RD blog.

However, many start-up companies find this task difficult and sometimes time-consuming. And that’s not a lie: it’s always good to keep in mind that a Content Marketing strategy  works much better for the long term.

Even so, companies that are starting to use the internet to generate business can accelerate results and get ahead of the competition, especially in a competitive market.

Paid media is a way to shorten this path and get to the right Leads faster. Many of our customers have achieved good results in sponsored campaigns on Facebook, currently the largest social network in the world and ideal for generating demand.

Some important data about Facebook (via Sprout and Statista ):

  • More than 2.2 billion people use Facebook monthly;
  • Each user spends an average of 35 minutes a day on Facebook;
  • 93% of social media advertisers invest in Facebook Ads.

Brazil is one of Facebook’s biggest markets. In June 2018, the company announced that the number of Brazilians active on the social network, per month, reached 127 million . Furthermore, it revealed that 90% of these users use mobile devices to access it.

What is Facebook Ads

The  Facebook Ads is a robust media system pays that offers plenty of formats and segmentation for companies to advertise within the social network.

You know those posts that appear on your timeline with a gray caption written “Sponsored”? These are content promoted within the platform and that were driven by this fan page.

Facebook’s ad platform offers different formats and business objectives for advertisers, from likes on the page, lead generation to confirmation of presence at events.

Why Advertise on Facebook Ads

Advertising on Facebook Ads is a way to increase your company’s reach on the social network and generate more business with a highly customizable and controllable investment. That is, you only invest as much as you can and as much as you want.

Furthermore, Facebook’s complex algorithm has not guaranteed that all your posts will be seen by all of your followers for some time now. On average, only 1% of your fans will view your posts.

And besides, advertising on Facebook allows your company to reach people who haven’t liked your page yet.

In summary, some advantages of advertising on Facebook are:

  • Easily find people: You can choose your audience based on demographics, behaviors or contact information;
  • Grab the audience’s attention: Ad formats are attractive, flexible, and work across all devices and connection speeds;
  • Analyze Results: Ad reporting tools show you how your ads have affected your business in easy-to-read, visual reports.

3 Common RD Customer Problems That Facebook Ads Can Solve

With our experience serving over 11,000 customers, many of them running paid media actions on Facebook, we have identified 3 common issues faced by these companies.

1. Difficulty and delay in generating traffic only with organic actions, such as SEO and social networks

Yes, organic traffic is achieved over time and not immediately. SEO is a constant work of improving your website focused on the medium and long term, and that hardly brings results right at the beginning.

That doesn’t mean it’s not worth it. On the contrary, long-term investment pays off over time. However, if you need more immediate results, advertising on Facebook is a good solution

2. Difficulty finding the right audience on the internet

Do you already know your audience? Do you have well-defined personas?

Not all companies know the right audience. Or know but don’t find it.

The high segmentation provided by Facebook ads and interesting features such as lookalike audience can help your company more quickly find the audience that wants your product/service, but doesn’t know you yet.

3. Very slow buying journey in the perception of many companies

The shopping journey is a basic path taken by all consumers on the internet. However, this journey can be very slow and the time between the learning and discovery stage to the closing stage can be long.

With funnel bottom ads you can “shortcut” the shopping journey and show your solutions to people who are ready.

Bonus: Examples of RD Customers who generated Leads with Facebook Ads

To make everything more practical, we’ve brought you some real-life examples: they are Resultados Digitais clients who used Facebook ads to accelerate the generation of Leads.

Check out!

King Host

  • Leads generated: 1,527

 

Vialaser

  • Leads generated: 947

Alura

  • Leads generated: more than 100

 

Security Solutions Alert

  • Leads generated: 122

 

daryus

  • Leads generated: 592

 

Above, you saw the power of Facebook Ads and also some examples of customers who are using this channel for lead generation. Is that you? Already do Facebook ads for your business?

Here at RD, we believe it is possible to simplify the lives of marketers who work with Facebook Ads. We reached this conclusion by analyzing, precisely, the challenges that companies have to stand out from the competition.

Therefore, RD Station Marketing customers have access to a feature that allows the creation of Facebook ads and integration with Facebook Lead Ads.

That way, you can create Facebook ads directly on RD Station and quickly increase visitors to your Landing Pages.

In addition to accelerating your results, your company also gains productivity by performing multiple actions on a single platform.

The native integration with Facebook Lead Ads allows you to generate Leads in Facebook and easily bring them to your base in RD Station, avoiding manual tasks or external integrations. Just connect your accounts, combine the fields and you’re done!

 

Algorithm Update: Why Your Ecommerce Shouldn’t Rely Only on Paid Media

Understand how changing the algorithm can hurt your sponsored link campaigns and see how you can work around this situation.

Among so many difficulties that ecommerce entrepreneurs have in their daily lives, one of them is the total dependence on heavy investments in paid media and sponsored links.

But after all, why is this a difficulty?

Because social networks and search engines always adjust their strategies, through algorithmic changes and updates, to charge more and more for sponsored keywords or ads. To get an idea of ​​how common this is, Google recently made a change to their algorithm and, shortly thereafter, Facebook followed suit.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after all the competition in the first places will be fiercer and the last ads, cheaper, no longer exist;
  2. On Facebook, the reach of your target audience is more restricted;
  3. At Google, as organic results are increasingly disputed, the strategies for producing quality content and correctly applying keyword terms will have to get better and better.

Therefore, when developing your Digital Marketing strategy , don’t be hostage to paid media and sponsored links, as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing asset, that is, your contact base, through the generation of Leads and relationship with those Leads.

To do this, we have selected some suggestions for marketing actions below:

  • Be sure to invest in sponsored links: they are still the best way for your ecommerce to scale quickly;
  • Create strategies for this investment to become a marketing asset for your business, if your visitor is not going to buy now, use your paid visit to generate a base of contacts;
  • On your website, always give the option to leave the contact for those who are not determined to buy – for example, register for a discount coupon and tips on using products they have in store;
  • Keep a personalized relationship: segment your lists based on the profile and interest of each of your contacts and connect with them through Email Marketing targeted to your characteristics. Email is one of the few relationship channels with your potential customer, don’t burn this channel with campaigns that don’t have a good opening rate result. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Below, see how these actions fit into Lead generation and the purchase journey, that is, the path that the Lead needs to take until it reaches the moment when it will decide to buy:

Lead Generation for ecommerce

Whenever we talk to ecommerce owners or marketing managers, we see a certain resistance in talking about indirect conversion, since sales conversion is (and should be) always the focus.

Indirect conversion is any strategy that you use to “provoke” some action in your website visitor if they are not ready to purchase. This action usually has as its main objective the capture of contacts to maintain a relationship, so that there is a break in barriers and you earn the trust of that new user. With email capture you can also bring it back to your website with low investment.

Unlike a physical store, ecommerce does not have that attendant who asks how he can help you, offers tips on which product is best suited for your interest and “convinces” you to buy with him. Therefore, the capture of contact, the personalized relationship and quality is what the role of this seller will play.

Some might say, “Ah! But whoever enters my site is looking for something and has already decided to buy it”. Really? The average conversion rate of Brazilian ecommerces in 2015 was 1.65%, according to a survey by Experian Hitwise.

So, think: at what time of purchase were the other 98.35% of your visits that left without taking any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of moment of purchase and the importance of working also with indirect conversions, I suggest, in addition to reading the topic below, the post “What is it and what is it for Lead Management” .

Buying Journey in ecommerce

Every user in the purchase process goes through four steps to make the decision. This concept is what we call here in RD the Buyer Journey. The four steps are: Learning and Discovering, Recognizing a Problem, Consideration of the Solution, and Purchasing Decision.

In the post “Buying journey: what it is and its importance for the Digital Marketing strategy” , there is a detailed explanation on the topic. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site by simply browsing your social network and seeing your ad. He entered because it was an ad for the perfume he usually wears and wanted to see prices and other options he might like, or he searched for some information that his website offers.

Problem recognition: You need to buy a perfume because you discovered that what you have is running out, but you still don’t know which one to buy. Enter the websites to see prices and recommendations for the perfumes you are considering. In this case, the recognition of the problem was caused by an external factor: the perfume you have is almost gone. But the perfume seller website itself can provoke this problem recognition, offering content that awakens the user to the pain he has. For example: Did you know that perfume scents are best recommended for day or night? Know which perfumes we recommend for each shift.

Thus, your visitor discovers that the perfume he has is for the night, and feels the need to buy a lighter scent for the day.

Solution Consideration: If the user already knows which perfume he wants, he starts researching prices, delivery times and reliability of the websites where he can buy. If the first contact with your website is only at this stage, your chances of winning this dispute are greatly reduced, but it is from here that all ecommerces centralize their efforts to attract visitors. That’s why conversion rates drop so much in the Brazilian market – the visitor is searching for a price, whoever gives less wins.

Purchase decision: The user already knows which product to buy and where to buy. If the contact with users only occurs at this stage, few of them will actually convert into a sale on your website – the tendency is for them to buy from a website with which they have had a relationship before.

Sometimes, when the product being marketed matches an impulsive buying profile, this journey can be taken quickly. For complex sales or with higher tickets, the journey is usually longer.

Either way, it’s worth investing in ways to attract for all these steps. Thus, you increase your chances of carrying the user throughout the journey and make him build confidence to buy with you.

The constant change in algorithms is a big challenge for ecommerces. But, as we’ve seen, there are ways to get out of your dependency on sponsored links and get results with lead generation and content production based on your audience’s buying journey.

Therefore, optimize your investments, have your own marketing asset and don’t burn the only relationship channel with generalized emails and no relevant subject for your potential buyer.

Do you have an ecommerce? Have you ever felt the impact of algorithm updates? Do you have alternative plans to get around this challenge? Use the comments below and share your experience with us!

What is the secret of successful startups in Brazil and worldw

Algorithm Update: Why Your Ecommerce Shouldn’t Rely Only on Paid Media

Understand how changing the algorithm can hurt your sponsored link campaigns and see how you can work around this situation.

Among so many difficulties that ecommerce entrepreneurs have in their daily lives, one of them is the total dependence on heavy investments in paid media and sponsored links.

But after all, why is this a difficulty?

Because social networks and search engines always adjust their strategies, through algorithmic changes and updates, to charge more and more for sponsored keywords or ads. To get an idea of ​​how common this is, Google recently made a change to their algorithm and, shortly thereafter, Facebook followed suit.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after all the competition in the first places will be fiercer and the last ads, cheaper, no longer exist;
  2. On Facebook, the reach of your target audience is more restricted;
  3. At Google, as organic results are increasingly disputed, the strategies for producing quality content and correctly applying keyword terms will have to get better and better.

Therefore, when developing your Digital Marketing strategy , don’t be hostage to paid media and sponsored links, as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing asset, that is, your contact base, through the generation of Leads and relationship with those Leads.

To do this, we have selected some suggestions for marketing actions below:

  • Be sure to invest in sponsored links: they are still the best way for your ecommerce to scale quickly;
  • Create strategies for this investment to become a marketing asset for your business, if your visitor is not going to buy now, use your paid visit to generate a base of contacts;
  • On your website, always give the option to leave the contact for those who are not determined to buy – for example, register for a discount coupon and tips on using products they have in store;
  • Keep a personalized relationship: segment your lists based on the profile and interest of each of your contacts and connect with them through Email Marketing targeted to your characteristics. Email is one of the few relationship channels with your potential customer, don’t burn this channel with campaigns that don’t have a good opening rate result. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Below, see how these actions fit into Lead generation and the purchase journey, that is, the path that the Lead needs to take until it reaches the moment when it will decide to buy:

Lead Generation for ecommerce

Whenever we talk to ecommerce owners or marketing managers, we see a certain resistance in talking about indirect conversion, since sales conversion is (and should be) always the focus.

Indirect conversion is any strategy that you use to “provoke” some action in your website visitor if they are not ready to purchase. This action usually has as its main objective the capture of contacts to maintain a relationship, so that there is a break in barriers and you earn the trust of that new user. With email capture you can also bring it back to your website with low investment.

Unlike a physical store, ecommerce does not have that attendant who asks how he can help you, offers tips on which product is best suited for your interest and “convinces” you to buy with him. Therefore, the capture of contact, the personalized relationship and quality is what the role of this seller will play.

Some might say, “Ah! But whoever enters my site is looking for something and has already decided to buy it”. Really? The average conversion rate of Brazilian ecommerces in 2015 was 1.65%, according to a survey by Experian Hitwise.

So, think: at what time of purchase were the other 98.35% of your visits that left without taking any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of moment of purchase and the importance of working also with indirect conversions, I suggest, in addition to reading the topic below, the post “What is it and what is it for Lead Management” .

Buying Journey in ecommerce

Every user in the purchase process goes through four steps to make the decision. This concept is what we call here in RD the Buyer Journey. The four steps are: Learning and Discovering, Recognizing a Problem, Consideration of the Solution, and Purchasing Decision.

In the post “Buying journey: what it is and its importance for the Digital Marketing strategy” , there is a detailed explanation on the topic. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site by simply browsing your social network and seeing your ad. He entered because it was an ad for the perfume he usually wears and wanted to see prices and other options he might like, or he searched for some information that his website offers.

Problem recognition: You need to buy a perfume because you discovered that what you have is running out, but you still don’t know which one to buy. Enter the websites to see prices and recommendations for the perfumes you are considering. In this case, the recognition of the problem was caused by an external factor: the perfume you have is almost gone. But the perfume seller website itself can provoke this problem recognition, offering content that awakens the user to the pain he has. For example: Did you know that perfume scents are best recommended for day or night? Know which perfumes we recommend for each shift.

Thus, your visitor discovers that the perfume he has is for the night, and feels the need to buy a lighter scent for the day.

Solution Consideration: If the user already knows which perfume he wants, he starts researching prices, delivery times and reliability of the websites where he can buy. If the first contact with your website is only at this stage, your chances of winning this dispute are greatly reduced, but it is from here that all ecommerces centralize their efforts to attract visitors. That’s why conversion rates drop so much in the Brazilian market – the visitor is searching for a price, whoever gives less wins.

Purchase decision: The user already knows which product to buy and where to buy. If the contact with users only occurs at this stage, few of them will actually convert into a sale on your website – the tendency is for them to buy from a website with which they have had a relationship before.

Sometimes, when the product being marketed matches an impulsive buying profile, this journey can be taken quickly. For complex sales or with higher tickets, the journey is usually longer.

Either way, it’s worth investing in ways to attract for all these steps. Thus, you increase your chances of carrying the user throughout the journey and make him build confidence to buy with you.

The constant change in algorithms is a big challenge for ecommerces. But, as we’ve seen, there are ways to get out of your dependency on sponsored links and get results with lead generation and content production based on your audience’s buying journey.

Therefore, optimize your investments, have your own marketing asset and don’t burn the only relationship channel with generalized emails and no relevant subject for your potential buyer.

Do you have an ecommerce? Have you ever felt the impact of algorithm updates? Do you have alternative plans to get around this challenge? Use the comments below and share your experience with us!

ide?

How to extract lessons from the success journey of the fastest growing startups to create new businesses from scratch?

Every age has its challenges, but it’s easy to see that technology is improving people’s lives. Just look at some successful startups  in Brazil and around the world to see innovative business models, with relaxed environments and a genuine concern to meet the needs of customers.

What makes these companies so special? Why are they able to grow at a fast pace? And how to extract lessons from the success journey of the fastest growing startups to create new businesses from scratch?

Here are some clues.

The District is an independent innovation platform that, in addition to supporting the development of hundreds of startups, produces industry reports such as “Corrida dos Unicórnios”.

Analyzing startups that reached a market value of more than R$1 billion and also those that have great chances of reaching this level, we identified some similarities and patterns that you can see in the text that follows. Enjoy!

Characteristics of companies that rise quickly

Focus on customer pain

Imagine yourself on the streets of San Francisco a few years ago, in that end-of-hours slot. Horns, lots of people on the sidewalks and you needing to take a taxi, but the delay was already causing you anxiety.

Feeling the problem of urban mobility first hand, Uber’s founders decided to create a solution for themselves and thousands of others, who quickly became millions of users.

Do you have Uber or other similar app installed on your smartphone? Chances are pretty good it’s Uber.

This example illustrates well how successful startups were able to interpret a pain that affects many people and, based on that, develop a technological solution whose model can be easily replicated.

The next step is to create a trial version, gathering important data about users’ perceptions. This Minimum Viable Product (MVP) step , or Minimum Viable Product in Portuguese, is when the startup realizes the points of improvement that must be worked on.

All along the journey, people’s needs always come first, which brings us to the next point.

Concern about quality and reputation

As an application’s user base rapidly grows, so do new sticking points. Be they specific characteristics of a particular profile that had not been considered in the initial product or even in relation to the way the startup communicates its proposal.

This close look at customer feedback should go beyond traditional support channels. A good Brazilian example is Nubank, which created an open space for exchanging experiences and clarifying doubts, encouraging community interaction.

On the NuCommunity proprietary platform, any member can create new conversations and interact on existing topics, as long as it always follows the good neighbor policies that the user accepts when signing up.

Many international brands also develop their own communities. The objective is to closely follow the users of your products/services, making them protagonists in the generation of content  and even suggestions for new releases.

Diverse teams and horizontal leadership

Unlike more traditional companies, successful startups strive to maintain a horizontal structure. This means that leaders are constantly developed to encourage the participation of every member of the team, rather than just communicating Board decisions.

This more collaborative and engaging way of working favors a greater sense of responsibility, where everyone is directly committed to the business objectives.

Therefore, when we talk about strong leadership in the context of startups, what is in focus is not hierarchy, but the genuine connection of each leader with their team:

  • promoting autonomy and empowerment at work;
  • valuing diversity and inclusion;
  • reflecting the brand’s purposes beyond marketing.

Using Financing to Expand the Business

Another difference between successful startups in relation to traditional businesses is that, in the latter, there is greater dependence on equity. On the other hand, the investment market in startups had a turnover of more than US$ 700 million in Brazil only in the first half of 2020, according to the study Inside Venture Capital , carried out by the District.

How to explain such expansion in the middle of the pandemic, especially when many of these contributions are made in early stage startups that did not even reach revenue equivalent to what was already invested in them?

For Venture Capital funds, this is where the opportunity lies. They want to participate in the accelerated growth of startups, multiplying the amount contributed several times. This requires an in-depth analysis of the business, the profile of the founders and the market potential that the startup proposes to supply.

In addition to access to capital, startups undergo a real polishing, having the opportunity to rethink products and processes. The comparison with precious stones is not by chance, since in each new round, the level of requirements and competitiveness rises, as it attracts larger contributions.

Innovative environment

Although the movies and series that portray Silicon Valley’s BigTechs have already made colorful offices, with ottomans, pool tables and arcades, famous, it takes a deeper look to understand how the startup environment works in real life.

For those outside the industry, it may seem counterintuitive for people to spend the day having fun and yet companies multiplying their size, displaying balance sheets that are the envy of many businesses with 50 years or more in the market.

Decompression spaces and rituals are just a part of the daily life of successful startups. Flexible hours, freedom to express opinions, absence of dress code attract new talent and favor a culture focused on constant learning.

Unlike traditional companies, startups are encouraged to connect with other ventures in the sector. Thus, professionals who work at different startups come together, form different partnerships and develop skills together. In this sense, it is interesting to connect to an innovation hub such as the District that holds various events with experts.

secret of successful startups

Successful startup cases

With support from major maintainers such as Microsoft, Danone, AstraZeneca, Johnson&Johnson, Bosch, Hospital das Clínicas, among many others, Distrito for Startups has supported the development of the ecosystem.

  • Marketing and sales : dissemination of startups and connection with large companies;
  • Knowledge : training for founders and mentoring with over 200 mentor options;
  • Management : gratuity and discounts on management, marketing and sales tools ;
  • Investment : course on pitch, funding/valuation and connection with funds and investors;
  • Community : physical and digital hubs to connect more than a thousand people in the community;

Thus, many cases of successful startups often sprout in the ecosystem. For example, fintech Neon Payments, which joined as a resident of the District in 2014 and is now approaching the next Brazilian unicorn.

Last year, Neon announced the purchase of Mei Fácil, another startup that had also been a resident. In 2020, information circulated on the market of a new investment, in the order of US$ 300 million, in an investment round led by General Atlantic, with the participation of BlackRock, Vulcan Capital, PayPal Ventures and Endeavor Catalyst, in addition to Monashees and Flourish Ventures, investors from previous rounds.

Do you want to know other cases and always be on top of the best practices of successful startups? Then access the District’s website  and also follow social networks.

 

News of the Week: Less than half of Google searches result in clicks, and Orkut is blocked on Tinder

Research released by Rand Fishkin raises questions about Google’s dominance in search and how marketers should act

Let’s not deny it: as you will see further on, it was a very happy week for us at Resultados Digitais. Therefore, exceptionally, I will leave aside digressions about the passage of time and our smallness in the face of finitude in the name of the joyful moment we are living. And, since now, we thank you for your participation in this party.

Keep reading the post to find out about the investment we received this week, in addition to the main tech and Digital Marketing news of the last few days. Or the more peculiar ones, as we like to highlight in our already traditional summary.

Search indicates that less than half of Google searches result in a click

study released this week found that less than half of Google’s browser searches in June resulted in a click. More precisely, 49.47% of these searches, both mobile and desktop, led the user to click on a result to get more information about what he was searching for.

The alarm was set off by Rand Fishkin, one of the big names in SEO  in the world. The numbers were gathered from an analysis by Jumpshot, the data arm of Avast, an internet security company, on Android devices and PCs in the United States, in the millions (the total number is not revealed).

When we put the magnifying glass in searches via mobile browser, things get even more impressive. The “zero-click searches” reach almost 62% of the total, even without counting Google’s applications such as Search and Maps. It’s a lot of people just seeing the answer and leaving, without going any further. Bad news?

Okay, but so what?

Of course, a large part of that total can be sports scores, questions with dates, and other things not necessarily related to the process of purchasing a product or service. Still, if people start stopping at featured snippets , which we can assume will get bigger and bigger, we have a few things to rethink.

In his blogpost (link is at the beginning of this text), Fishkin expands the subject to Google’s broad domain of internet searches. Based on Jumpshot’s data, it demonstrates that 94% of browser searches are done on the company’s products. If we include apps, the number probably grows even more.

It even features data on shrinking organic clicks and continuing growth in ad clicks. In other words, tips on how we can prepare for this change are given. Should we, however, focus our content strategies to be at the top of Google? It’s a question we need to assess.

Special tech and Digital Marketing mash-ups

In a lighter tone and less “existentialist research”, the week was lavish with mash-ups involving major brands in technology and Digital Marketing. So, we’ve gathered them into one item, for scanning purposes (we’ve done this because it’s more pleasant to read, not to please Google’s robots).

Tumblr is sold to the owner of WordPress

Verizon sold Tumblr  for $3 million to Automattic Inc., owner of WordPress. If the value seems small, wait for the next information: in 2017, Tumblr was purchased by Verizon for 1.1 billion dollars. I don’t even know how to calculate the rate of such devaluation.

The joining of cousins ​​so far removed from the blogging world is a new attempt to bring Tumblr back together. Automattic’s plans are to leave it as a WordPress add-on – who knows what that means. The fact is that the tool that was once the favorite of the most artistic class is no longer the cultural engine that it once was.

In addition to being hit by SnapChat, Instagram and even Facebook, Tumblr took a hard hit with Verizon’s decision to ban “adult” content. That’s because he was used by the LGBTQ+ community to express their sexuality , and the act ended up being seen as hostile. Thus, a huge user base abandoned Tumblr.

Orkut is blocked in Tinder

There is no reason to report this fact other than that it makes a very funny headline. And that’s reason enough for me. To make it even more fun, the fact happened in Brazil. That’s right: Orkut Büyükkökten, the creator of our eternal favorite social network, was blocked on Tinder while in Porto Alegre.

n fact, it started a little earlier, when Orkut was looking to make friends and new contacts on Tinder. Orkut started giving matches (seriously, it’s too good), but people thought it was a fake, denouncing his profile. It ended up being blocked.

As the case happened in Porto Alegre, of course there is an interview at Zero Hora  with the guy who made our youths happier.

Digital Results receives an investment of R$ 200 million

We don’t usually talk about issues involving millionaire figures, but let’s make an exception because we are so happy and proud! Digital Results received the largest investment ever made in a SaaS company in Latin America: R$ 200 million in a Series D round led by Riverwood Capital.

These resources will be used on four fronts: maintaining a high R&D investment; improve different elements of the customer and partner experience; attract and develop the best talent; and accelerate our international expansion process.

RD and Sebrae launch Startup Drive

In recent years, RD has worked with many startups. We saw that they rely heavily on the support of tools and templates to automate processes and facilitate the identification of opportunities. With that in mind, we created the Startup Drive, in partnership with Sebrae.

 

Create a Voluntary Association: Open a TOE

Voluntary Association

Find out what it is and how to create a voluntary association. This non-profit is established through the signing of the articles of association and the statute. Let’s see in detail the steps to follow to open an ODV and all the costs to be incurred to proceed with the registration and further formalities.

What is a voluntary association: legislation and requirements?

The voluntary association or organization (ODV) is a non-profit organization that pursues solidarity purposes of general interest by making use of the voluntary service of its members (Article 32 of Legislative Decree no.117 / 2017). The activity of this association is generally carried out in favor of people in need or belonging to the most disadvantaged categories such as the elderly, disabled or homeless.

To start this association, the following requirements must be met:

  • Absence of profit – the activity must not be carried out with the aim of obtaining profits neither for the associates nor for the administrators. As with all other types of association, in fact, there is a ban on the distribution of profits to members and the obligation to reinvest them only in the associative activities.
  • 7 founding associates – this is the minimum number of people required to found an ODV. Alternatively, the organization can be founded by 3 existing voluntary associations
  • Volunteering at no charge – associated volunteers they cannot be remunerated in any way or by the organization itself or by the beneficiaries. It is only possible to receive a possible reimbursement of expenses for the activity provided. An ODV can in any case make use of paid employees or self-employed workers, provided that the number does not exceed 50% of the volunteers. To give an example, if the institution has 15 volunteers, it will only be able to use 7 paid workers.

The recent reform of the third sector has reorganized the entities with solidarity and social utility purposes under a single large family. With the full entry into force of this reform, voluntary associations together with those of social promotion will automatically become Third Sector Entities (ETS). Currently the reform is not fully implemented as the establishment of the single register in which the ETS will have to register (RUNTS) and some implementing decrees are expected.

create a voluntary association odv

How to set up a voluntary association: statute and deed of incorporation

To establish an ODV, the signature of the 7 founders on the deed of incorporation and the statute is sufficient. In fact, the intervention of a notary is not necessary, unless you want to create a recognized association to prevent the administrators from responding with their personal assets for any debts of the entity. However, this choice is rare and is used only by associations with large assets (minimum € 15,000) and numerous associates.

The deed of incorporation and the statute of the association are the documents that regulate the functioning of the organization and report the relevant data of the same. The deed of incorporation contains, for example, the name of the entity, the data of the founding members and administrators, the place of incorporation and the registered office. The statute, on the other hand, establishes the rules on administration, on the functioning of the assembly, on the membership and exclusion of shareholders, etc.

With our association constitution service, you can create customized articles of incorporation and statute online. You will also receive the advice of an experienced professional and our complete guide for all requirements. In addition to the constitution, 1 year of 100% online legal support is included to create tailor-made contracts and request consultations with experts for all the needs of the new business.

The next steps to open an ODV: tax code and registration

Let’s see now what are the steps to follow after the constitution to start the non-profit. If you choose the LexDo.it service, our professionals will guide you through each step.

1. Request for the tax code or opening of the VAT number

First of all, you need to apply for the tax code to the Revenue Agency. The code is necessary to be able to carry out any operation (e.g. opening a current account, purchasing goods). If, on the other hand, the entity also habitually carries out commercial activities, instead of requesting the tax code, a p. VAT by association. Generally, they are commercial paid activities for non-associated persons or activities qualified as such directly by the law (eg administration of food or beverages).

2. Registration with the Revenue Agency

After obtaining the tax code or VAT number, the deed of incorporation and the articles of association must be registered to make the ODV known to third parties. Registration is done with the Revenue Agency within 20 days from the date of incorporation and is one of the steps necessary to obtain the tax benefits provided for non-profit activities.

3. Registration in the regional register of volunteering

To access the tax benefits, it is also necessary to register in the regional register of volunteers. The documents demonstrating the registration of the deeds with the Revenue Agency must be attached to the application form. Each region provides different procedures for the registration procedure, therefore it is advisable to consult the site of the region in which your association is based to know every detail.

4. Transmission of the EAS model

The EAS model is a fiscal document that non-profit organizations are obliged to present within 60 days from the date of incorporation. With this fulfillment, some data on the activity and income of the association are transmitted to the tax authorities in order to have access to some tax breaks. The model can only be submitted electronically and it is advisable to have the support of a professional for filling in and sending it.

Costs to create an ODV

As seen above, the intervention of a notary is not required to set up the institution, therefore no costs are foreseen for the establishment. The founders can independently draw up and sign the constitutive documents. However, it is important to have the assistance of a professional at this stage to avoid making mistakes in the drafting and to make the most convenient choices.

The assignment of the tax code is free, as is the registration as for voluntary organizations there is an exemption from the payment of registration and stamp duties. However, it is advisable to check with the offices of the Revenue Agency of the municipality in which the association is based in the exemption is confirmed for your ODV. In the absence of this confirmation, € 200 must be paid as registration tax. If you need to open p. VAT, there are no taxes for the opening but it is advisable to contact a professional for accounting management.

Finally, registration in the regional register is generally free. However, as anticipated, you must always check with your region of belonging as in some cases there may be costs (eg revenue stamps).

With our constitution service, creating your association costs € 99 + VAT. You’ll have included the bespoke online charter, advice from an experienced professional, and our comprehensive guide to all the steps after setting up your organization.

Tax regime

The voluntary association, as a non-profit organization, benefits from some tax breaks. The concessions can concern both the revenues that the body collects from the members for participation in the institutional activity (eg assistance of volunteers to disadvantaged people) and the revenues for commercial activities such as the sale of gadgets, sponsorships and more generally payments received from non-associated third parties.

ODVs benefit above all from the non-taxation of revenues relating to institutional activities. These include, for example, the membership fees, the financial contributions paid by the members for the activities carried out, any donations received.

For commercial revenues, on the other hand, it is possible to adhere to the facilitated tax regime provided for by law 398/1991. Initially introduced only for sports associations, this regime was then extended to other non-profit organizations as well. Among the advantages there is the exemption from the application of VAT, the obligation to invoice and the application of a tax rate of 3% on revenues that do not exceed € 400,000 per year.

As soon as the reform of the third sector comes fully into force, the tax regime described above can no longer be applied by voluntary associations. However, it will be possible to adhere to the new tax measures that will provide for a flat rate taxation with a reduced rate on commercial revenues not exceeding € 130,000. In any case, the definitive implementation of the reform and the scrutiny of the European Commission are wait in order to know precisely the new provisions.

 

What is the Privacy Policy of a Website or an App?

Privacy Policy

The Privacy Policy of a Website or an App (or Privacy Policy) is the document with which users are informed about the purposes and methods of processing their personal data. This document, therefore, represents the communication to users of any information necessary to guarantee correct and transparent data processing in accordance with the law (for example, the purposes of the processing, the data retention period, the right to withdraw consent to the processing, information on the data controller, etc.).

The online privacy policy is mandatory whenever personal data is processed on a website or application. According to the European privacy regulation (GDPR in English), the processing is defined as any operation carried out on the user’s personal data in an automated or non-automated way (for example, storage, use, reading, communication of data, etc.).

Remember that the ‘ lack of or incorrect information privacy the user is punishable by a penalty fine of up to EUR 20 million or up to 4% of the turnover annual world, taking into account the individual case, the nature, severity, duration of the infringement, etc.

When using the privacy policy for websites or apps

The privacy policy for websites and apps is used to communicate to users the necessary information required by current legislation both for a website and for a desktop or mobile application. The document will adapt on the basis of the selected options and can be used for any type of service provided to users (e.g. blogs, e-commerce, information sites, e-marketplaces, etc.), as well as for any purpose of processing the data.

This document will need to be posted online on your site or within an application. If, on the other hand, you need a document to manage the processing of data for offline activities such as shops, doctors’ offices or for employee data, you will need to use a different document: the privacy policy for offline activities.

You can specify the purposes for which you will collect the data by choosing from a list of predefined purposes (e.g. sending emails or newsletters, interacting with live chat, etc.) or, for special needs, you can describe the purposes in a personalized way.

The privacy policy is also used when products or services are offered to foreign users. In these cases, it is possible to create the document in English or in two languages ​​to facilitate consultation. It is in fact mandatory that the information is always understandable even to foreign users and must therefore be translated into all the languages ​​in which the site or app is available.

What the GDPR compliant privacy policy model contains

Our privacy policy meets all legal requirements and contains all the information required by current privacy legislation and European regulations (GDPR):

  • Types of personal data collected: it is possible to choose between data voluntarily provided by the user (contact data, information, content, sensitive data, data collected from social media, etc.) and automatically acquired data (usage data, geolocation data, data collected through cookies, etc.)
  • Purpose of processing: the purposes for which personal data are collected must be listed (e.g. statistical purposes, user profiling, payment management, etc.). We have prepared the interview allowing you to choose between pre-set and/or customizable purposes
  • Processing methods: the electronic or manual tools with which the data are collected, the methods of organizing the data, the security measures to prevent unauthorized access, disclosure, modification or destruction of data must be indicated
  • Data recipients: the names of the third party’s recipients of the data or the economic or commodity categories to which they belong must be indicated (e.g. marketing consultants, shippers, etc.)
  • Legal basis of the processing: the basis on which the processing is based (consent, legal obligation, contractual obligation, etc.)
  • Place: where the data are stored and if they are transferred to a non-EU country
  • Automated decision-making processes: if procedures such as profiling and the logic with which they are used are used
  • Data retention period: how long the User’s personal data are stored;
  • Rights exercisable by users: the legislation expressly requires you to enter the list of what a user can do (ask for data removal, cancellation, transformation into anonymous form or blocking of data, etc.)
  • Identification data of the data controller and/or the data protection officer (DPO): all data must be entered to identify and contact who determines the purposes and means of the processing of personal data. If appointed, the data protection officer must also be indicated
  • English language: it is also possible to generate the document in English if your users are foreigners.

The privacy policy is only one of the obligations provided for by the GDPR. Once you have downloaded your document, we will guide you step by step through all the necessary subsequent formalities (for example, the request for consent, the preparation of security measures and the preparation of the treatment register, etc.) so that the connected documents are correctly prepared. (eg. Cookie Policy or cookie information, etc.). If you need more help you can also request a website GDPR adjustment to adapt your website or app or request our GDPR consultation with an experienced lawyer to be followed up further.

Information you need

To complete the privacy policy, all the data of the site or App and of the owner are required. It can be very helpful to get help from your webmaster or IT consultant.

Remember that our interview does not generate a simple privacy policy template for websites and apps. Based on your answers, the system automatically draws up a customized contract model for your exact needs, guaranteeing its legal correctness.

The document can be modified free of charge in all its parts without time limits. Don’t worry so if you don’t have all the information available during the interview, you can always enter it later.

Other names

The privacy policy is also known as:

  • privacy policy for website or app compliant with the gap
  • privacy policy for websites or apps
  • information on the processing of personal data
  • GDPR policy statement

Other useful templates and facsimiles

  • Cookie Policy: to inform your site visitors of the cookies you will save on their browser
  • Terms and Conditions of a Website or an App: to regulate the rights and obligations of users of a website or application
  • Personal Data Processing Register: to collect all information relating to the management of personal data processed
  • Privacy Notice for Offline Activities: to inform your customers or employees about the use that will be made of their personal information
  • E-marketplace Membership Conditions: to regulate the relationship between the owner of an online marketplace and suppliers who sell products and/or services to users

How to start a Startup: the documents to develop your company?

develop your company

Have you had an idea and want to find out how to start a startup? Our guide will accompany you in the necessary steps to develop your business: here are the documents and legal aspects to start your startup business!

How to start a Startup: the documents to develop your company

The first steps

To start working on your project, until you have established the company, you can immediately regulate relations with your collaborators and future partners. To do this, you can create a letter of intent with which to write down the conditions and points of understanding agreed with your partners.

Alternatively, it is possible to create a real partnership through a joint venture agreement. This very flexible agreement allows for temporary cooperation in which multiple parties provide resources and capabilities to achieve a common goal.

How to start a startup?

The startup is first and foremost a company. When you are ready to set up it, it will be essential to choose the type of company that best suits your business. Generally, the limited liability company (Sal) is chosen as it allows to minimize the economic risk. The assets are separate from that of the shareholders and you can start with a minimum share capital of € 1. It is a very flexible type of company that can be used for any type of business (e.g. e-commerce activities, marketing services, IT consultancy, etc.).

Based on the activity carried out, different types of companies can be chosen:

  • Innovative Startup: which develops and markets products or services with a high technological value
  • Ordinary Sal or Simplified Sal: which can carry out any other activity

To set up your company you will need to create the statute to regulate its functioning and go to a notary to sign the deed of incorporation. If you wish, you can choose our innovative startup constitution or SRL constitution service.

Protect your idea and protect your brand

After having found the answer to the question “how to start a startup”, to defend your brand, proceed immediately with the registration of the trademark that will allow you to use your distinctive sign exclusively (eg. Logo, letters, graphic signs, etc.). It is an essential tool for fighting competition in a constantly growing sector such as that of startups. To learn more, we have written an article on all the advantages of trademark registration.

The brand can also be a potential source of revenue as it can be economically exploited through a license agreement. With this document it will in fact be possible to grant the use and exploitation to third parties of an intellectual property (e.g. brand, software, know-howdesign, etc.). The user license can be used by the startup to monetize their idea without selling it or to exploit eg. patents and know-how of other companies.

Another protection that a startup typically uses is the confidentiality agreement. This document ensures that confidential information shared with third parties remains confidential. The ideas of your company will be protected during private negotiations, a fundamental point, for example, for relations with consultants, collaborators, investors, suppliers and other external parties.

Put your website online

To promote the business of your startup on the web, it is important to make sure you have a site that is always up to standard. The documents generally required for a website are the following:

  • Terms and Conditions: which governs the relationship between website or app users and the company. It can be used for any type of startup site such as eg. for information platforms, e-commerce, e-marketplaces, etc.
  • Privacy Policy of a Website or an App: which informs the users of a website or an app about the use that will be made of their personal information. It is a mandatory document in case of processing of users’ personal data (GDPR compliance)
  • Cookie policy: which informs site visitors of the cookies you will save on their browser. This is a mandatory information in the event that even a single cookie is used (Cookie law compliance)

Resources, collaborators and suppliers for the company

One of the most important moments in the life of the startup is the formation of a team of collaborators to grow with. To entrust projects to resources external to the startup, eg. to commission the creation of a site / app, a work contract is generally used. For continuous or periodic collaborations, a service provision contract is used, for example for consultancy or assistance and maintenance services.

Alternatively, you can choose the employment contracts (both temporary and permanent employment). With permanent employment contracts you will be able to permanently hire a resource that is valuable to you. Q NY startups awarded a b onus young assumptions which saves 50% of the INPS contributions to the open-ended contracts (up to a maximum of EUR 3000 per year for three years). Furthermore, for the personnel employed in research and development activities, the startups enjoy a tax credit of the cost incurred in the period 2017-2020.

Find your workspace:  co-working or rental?

How to start a startup without a space to carry out your business? At the beginning of the company’s journey, a shared workspace or leased property is typically used as an alternative to buying a home.

In the first case, a co-working (or office sharing) contract is used to regulate the relationship between the startup and the space manager. You can use this document when, in addition to the room, you are offered a series of ancillary services connected to the work activity (eg Wi-Fi, meeting rooms, relaxation areas, cleaning, etc.).

In the second case, however, only the property is offered and a commercial lease contract can be used. This document allows the startup to carry out any work activity within the premises (e.g. commercial, industrial, craft, office use, etc.). You can freely determine the duration of the lease, choosing between a temporary lease (max 18 months) and a traditional lease (max 30 years).

Investments and growth for your startup

The contribution of new capital by an investor can be vital to finance the growth of the startup by pushing it beyond the boundaries of the early stages of life. To get an investment for your startup it may be useful to first fix the main points of the investment negotiations. To do this you can use an investment contract term sheet.

 

Capital goods: definition, depreciation and subsidies

Capital goods

Capital goods are essential for carrying out any activity. Let’s see together what they are, what amortization is and the concessions for the purchase.

Capital goods: definition, depreciation and subsidies

Definition of what capital goods are

The definition of capital goods includes all those tangible and intangible assets (eg equipment, plants, trademarks, patents) that companies and professionals use to carry out their business. These are goods that are used for several years. For this reason, their accounting entry is made following the depreciation principle.

Amortization of the cost of goods

The amortization of the cost of capital goods consists in “spreading” the purchase cost of the asset over several years (or years). This means that whoever buys an instrumental good does not immediately deduct the entire cost incurred but only the portion relating to the year of use.

For example, if you buy a plant worth € 10,000.00, it will not be possible to deduct the entire amount in the first year but will have to be divided by the duration of the amortization (usually 5 years). Consequently, € 2,000.00 can be deducted for each year of use.

On the other hand, assets that do not have multi-year usefulness (non-instrumental) and assets that are only used and not purchased by the company or professional (e.g. leased, rented, or rented assets) are not depreciable.

The duration of the depreciation depends on the duration of use of the asset. This principle applies above all to the preparation of the financial statements (statutory depreciation). Tax legislation, on the other hand, provides for standard depreciation durations that depend on the company’s business sector and the type of asset purchased (depreciation coefficients). Only for assets with a value of less than € 516.46, it is possible to deduct the entire cost of the asset in the year of purchase (super-depreciation).

What are the capital goods and when they can be depreciated?

Capital goods can be divided into different categories according to the characteristics of the asset.

Mobile capital goods

The broadest category is that of capital movable goods. This includes motor vehicles, commercial and industrial vehicles (e.g. vans, trucks) as well as all the equipment and systems of a production company as well as office machines and furnishings (e.g. computers, smartphones, desks, cabinets). The tax amortization of these assets takes place in a few years (as a rule, within the first 10 years of use).

Real estate capital goods

Another category of capital goods is that of real estate (capital buildings). Sheds, warehouses, offices and shops fall into this category. These can be both buildings already built and buildings to be built. For this category of assets, the amortization period is generally very long (in some cases up to 50 years).

Intangible capital goods

The third category of capital goods is that of intangible assets (or intangible fixed assets). This category includes, in particular, trademarks, patents, rights to use intellectual property such as software and other intellectual property rights. For these assets, the duration of the amortization depends on the speed with which the asset loses value (eg the obsolescence of software) or on the duration of the right (eg duration of the license, duration of the patent).

Who can depreciate the assets?

Depreciation of capital goods can be done by companies (eg companies, sole proprietorships) and by professionals. These categories can deduct the cost of the purchased goods on the basis of the depreciation coefficients provided by the ministry. In this way, the taxable income for tax calculation purposes is reduced by the amount of the depreciation allowances.

For example, a company has a taxable income of € 10,000 and buys a machine worth € 5,000, which can be amortized over 5 years (€ 1,000 per year). This year the company can deduct the depreciation charge of € 1,000 from its income. As a result, the amount on which he will have to pay taxes (taxable income) is reduced to € 9,000.

The use of capital goods and depreciation follow different rules if the company or professional applies special or advantageous tax regimes, such as the flat-rate regime or the minimum regime.

Capital goods and flat-rate regime

In the flat rate scheme, there is no depreciation of assets and their cost is deducted from income in a different way. In this particular tax regime, in fact, the costs incurred by the company or professional are “flat rate”. There is therefore no exact deduction of the costs incurred, including those relating to depreciation. The calculation of the lump sum costs takes place as a percentage of the turnover, based on the type of activity carried out.

For example, a flat-rate retail trader may consider 60% of their turnover as a cost (whether they bought capital goods or not).

Capital goods in the minimum regime

L ‘ depreciation of assets instrumental is possible, however, in the system of minimum, according to the normal ministerial coefficients. However, in this particular tax regime, the entrepreneur and the professional cannot possess capital goods above a certain value threshold (currently set at € 20,000), under the penalty of forfeiture of the advantageous tax regime.

Concessions and incentives for the purchase of goods

The law provides for some incentives and concessions for certain categories of capital goods, in order to incentivize their purchase. An example is facilitation provided by the National Industry 4.0 Plan which concerns tangible and intangible assets connected to technological and digital transformation (eg advanced machinery, robots, software). For these types of assets, a reduced depreciation period (hyper-depreciation) is envisaged.

An example of an incentive for the purchase of capital goods is the one provided by the new Sabatini law which allows SMEs to access loans more easily. In particular, companies can request a contribution from the state on the interest on loans relating to the purchase of capital goods.