This week’s podcast is about CRO, Conversion Rate Optimization. Let’s talk about how to work the constant improvement of the conversion with a supercrack: Sergio SimarroCRO of . We will talk about tools, examples and the possible similarity between the CRO function and the . With Sergio you always learn.
Interview with Sergio Simarro (MagnifiCRO)
10:13 Tell us to begin with what the CRO consists of.
Globally, the CRO is a discipline of digital marketing, such as SEM. Its objective is to understand the clients that come to your website and establish a bridge between what they expect to do and what we can offer.. The objective is that they end up doing what we want them to do, buy for example. It does not have to be for sale alone, it can be conversion to registration or increase reading time in the case of magazines.
14:19 Do you separate SEO disciplines with CRO or integrate them?
The natural evolution of a person who works in CRO is someone who is going to be a Project manager. The CRO from its origins works more disciplines than other digital marketing works. You have to be aware of what the analytics, SEO, SEM, UX, design teams do… CRO is a discipline that does not have the rank it deserves but in more mature companies it is at the height of the product, above others disciplines.
19:20 Do these types of campaigns have a beginning and an end?
Have you considered stopping investing in ? People don’t think about quitting. For me this is the same. Another thing is that you evolve. I don’t really like that in projects they believe that everyone is essential. When they call me for a project, I show what they have to do and give guidelines to create a team, and once my service is done, I leave it or continue with a bag of hours to advise or very specific things. Today if you are going to an agency you will see that there are different profiles of , SEO or SEM but CRO is still a profile to cover.
31:49 What are the tools used to analyze and improve the CRO?
first point I rely on quantitative analytics tools to collect data from websites. For example, Google Analytics, which must be well configured and personalized. Then we rely on qualitative analytics tools, where there are various techniques such as going to talk to the call center and they tell you the problems that people have when they call or install tools such as heat map, scroll… It helps us understand what is happening on the web. For example, why does a user not end up inserting the card. All this what he does is a brainstorm where we analyze the data and propose hypotheses.
35:51 And what weight does it mean for the web load? To improve it, you are making the load worse.
At the moment you put the pixel, it is already loading. It is true that it is the price to payFortunately, most digital marketing tools take care of this. What you don’t have to do is have 80 tools.
38:07 What would be the third toolkit?
When we have understood the problem and have proposed solutions we go to the testing tools where we offer those hypotheses or new opportunity. And through a series of algorithms it tells us if the hypothesis that I propose is good or not. You can do it with . Then there are complementary tools that do specific things or make you a complete process. For example, specific product recommenders, who make you a complete funnel or chatbot.
43:35 Do you have a perfect CRO website in mind?
It will never exist because every website has a need and needs a model. But I do have two references: Amazon and Booking. Their CRO teams say they may have thousands of simultaneous experiments.
48:46 Things to avoid? one of those that people do thinking it’s okay but it’s not
For example, they care very little about copies: one way to demonstrate this is by calling their customer service, where they always tell you more things than what is on the web. Copywriting is an undervalued discipline and from which we can get more.
50:30 Is there a damn CMS for optimization?
Any CMS or platform where you have problems to put a pixel and others, blocks all the tools. When we talk about hypotheses, the testing tools include an editor where I can change colors, texts or buttons, they are more or less attainable functionalities. Sometimes we find that to make a new proposal we have to redo the purchase processes and we have to program it. Not all companies allow these changes. In websites made in WordPress or there is no problem.
52:37 How do you see the future? trend towards apps? AMP? How do you think technology will evolve to minimize friction at the time of conversion?
For me, evolution, from my point of view, is associated so that we do not think of a website, an app or a store. Offer an experience as complete as possible but above all uniform, omnichannel, which is a very false term today. There will come a time when we are going to disassociate ourselves from platforms and devices. Perhaps the phone stops working as we know it today or customer service becomes a desktop app. There is also a lot of tendency to believe that mobile conversion is worse than desktop and it is false. Any ticket sales, if well done, have a better conversion on mobile than on desktop.
55:20 Any idea of a possible interviewee?
I propose something crazy to you, between MJ Cachón, Luis Villanueva and Iñaki Huerta we have a program called the . We suggest you bring us and talk all about SEO and more.
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