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Stop Redesigning. Start Diagnosing. The CRO Method That Actually Works
15 ideas de marketing sacadas de «Stop Redesigning. Start Diagnosing. The CRO Method That Actually Works», de Perpetual Traffic. Sobre todo de medición y…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 31 min
- Publicada en 2026
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El peligro de basar el CRO en rediseños estéticos y copias de la competencia
Medición y experimentosCopiar elementos visuales o patrones de navegación de competidores y marcas reconocidas es un error metodológico grave: se corre el riesgo de replicar los puntos más débiles de sus sitios web, y los éxitos ocasionales por azar refuerzan erróneamente la falsa creencia de que el enfoque estético funciona.
Now, it's not as easy as it looks. And you alluded to the design point, which is exactly right. reason ended up coming to work with us. What I see almost always everyone else in CRO approach a site or a web app is they'll look at your site, they'll look at competitors, they'll look at brands that aren't competitive, but that are adjacent, you may be tangentially similar. And they'll say something like, well, look at how they did their navigation. Let's try that. And that's an extremely problematic approach. It really is, for a myriad of reasons, right? It's not the least of which it's…
Escúchalo en el minuto 8:01
La mejora de métricas post-clic amplía la ventaja competitiva en captación pagada
Medición y experimentosOptimizar la conversión, el ticket promedio (AOV) o el valor de vida del cliente (LTV) mejora los unit economics del negocio, permitiendo asumir un costo de adquisición de clientes nuevos (nCAC) más alto para superar a la competencia en las plataformas publicitarias.
brand. So, yeah. And those unit economics absolutely affect, and this is one of the beauties of, of working, you know, alongside you and so many clients is that that unit economic change then fundamentally changes everything on before the click on there, you know, on how we optimize and how we go about our meta ads, Google ads, programmatic, even at that extent, because all of a sudden, if you have a higher AOV or a higher LTV, you can also increase potentially your NCAC to edge out your competitors. So like everything works all the way down. The whole idea is not necessarily just to do
Escúchalo en el minuto 27:35
ConversiónDesglosar las micro-conversiones dentro del proceso de checkout permite diagnosticar la causa psicológica del abandono: si la caída ocurre en el botón final de compra (tras ingresar email y tarjeta), suele ser un problema de justificación de precio o elasticidad ('cold feet'); si el abandono ocurre en el primer campo (antes de ingresar el email), el problema radica en la fricción y la falta de urgencia percibida.
Here's an example of that. If you were to break down the micro intra funnels on checkout, if you were to look at the propensity for someone to add their email, right? Let's assume that's at a 95% rate. And then what's the propensity for them to type in their credit card and shipping info? Let's assume you have like an 85% conversion rate. But at the last step where they click that purchase button, let's assume it's 40%. Almost always that's a price elasticity problem. That's data telling you that people are getting the proverbial cult feat and they're saying, you know what, actually, I…
Escúchalo en el minuto 10:10
ConversiónOptimizar la conversión después del clic (CRO) no solo aumenta los ingresos por usuario y los márgenes, sino que genera un efecto halo aguas arriba en la adquisición: mejora el ROAS, reduce el CPA y permite abrir la inversión publicitaria para escalar el negocio de forma rentable.
happens after the click. In the industries that we're in, a lot of lead gen, again, direct-to-consumer e-commerce, there's a disproportionate focus on optimization for acquisition, right? Trying to reduce the cost per acquisition, CPMs, improving return on ad spend. Well, one of the primary variables to that is how good is your landing event, whether it's a web asset like a website or a mobile application, landing pages, whatever, at converting the user to do the thing that you want them to do, which of course, an e-com would be to complete a transaction. metric that we're trying to optimize…
Escúchalo en el minuto 6:45
Guiar el CRO por datos empíricos en lugar de mejores prácticas de diseño estandarizadas
Medición y experimentosAplicar ciegamente dogmas de diseño (como forzar llamadas a la acción en el primer pantallazo) puede frenar el crecimiento; las soluciones que realmente incrementan la conversión suelen ser contraintuitivas y solo se descubren mediante hipótesis basadas en datos e investigación cualitativa.
sure enough, we unlocked it. You're never going to get there with a design centric approach. That was a hidden and sometimes they can be contrarian to what you think best practices are. But you need that empirical mindset, that data centric mindset to even permit yourself to look into those proverbial Exactly. And again, what would a CRO agency that doesn't follow data-driven approach? Calls to action above the fold and we need mobile friendly and they're going to make you go backwards. Exactly. And so it's one of those things where again, if it's not experiments, it's with properly and it's…
Escúchalo en el minuto 15:21
Evitar rediseños motivados por la fatiga interna del propio equipo
ConversiónLos dueños y equipos internos tienden a aburrirse de su propia web o de sus banners tras verlos cientos de veces, pero rediseñar por opinión o cansancio es un error, ya que para los visitantes nuevos esos elementos siguen siendo completamente inéditos.
the first steps to your point on the, like, a lot of times you're right. People look at their site of their app and they'll be like, I don't like it anymore. And it's like, you've got to remove yourself from the equation and put yourself in the shoes of the new user at any given time. The vast majority of those in your website are brand new. So a lot of times it's like, well, we've had that same banner up and it's like, yeah, but it's new to the new user. They've never seen it before. And it's your opinion. It's not based on any fact, right? And you are, you are, if anything, you are so not…
Escúchalo en el minuto 19:35
Los tests A/B fallidos no son pérdidas sino invalidaciones que aproximan a la solución
Medición y experimentosUn experimento fallido no representa una pérdida si se formula con rigor, ya que invalida una hipótesis y descarta caminos erróneos, permitiendo iterar sucesivamente hasta encontrar el factor clave de conversión.
it's also one of those where like, there's no such thing as a loss. Like either you propose a hypothesis, you test the null verse alternative hypothesis, your alternative wins. Great. We got to win. Let's move on to the next test. But if it loses, it's not really a loss. You just invalidated that alternative hypothesis, which means you more often than not, you got close to the answer. It's like the game we played as kids, like you're warmer, you're warmer, you're warmer. And then you just keep testing and then boom, you have a big unlock, right? So a lot of times,
Escúchalo en el minuto 17:32
Estrategia de dos fases en CRO: corrección heurística inicial y experimentación incremental
ConversiónAl arrancar un programa de optimización de la tasa de conversión (CRO), conviene priorizar en los primeros uno a dos meses la solución de bugs y problemas heurísticos evidentes para conseguir victorias rápidas y validar el impacto temprano, antes de pasar a un ritmo sostenido de mejoras incrementales.
to identify some, and in most cases, right out of the gates, we'll see some things that are kind of egregious on the website that are holding you back from conversion. So some cases, there's bugs we find that the client's not even aware of that literally inhibit conversion. Other times, there's just obvious, heuristic things that we've seen a thousand times before that we like know is going to work really well. And so we do try to get some good wins out of the gates early. It's very important that we get points on the board in the first like one to two months to show clients. But really, from…
Escúchalo en el minuto 25:20
El CRO como herramienta de investigación transversal para toda la organización
Medición y experimentosMás allá de aumentar la tasa de conversión y los ingresos por usuario, un programa riguroso de CRO sirve como punta de lanza exploratoria para entender a fondo la psicología y preferencias del cliente, generando insights que nutren la adquisición, el ciclo de vida y la atención al cliente.
the site and you're going to get better conversion rates. The learnings you get from your consumers in a good CRO program are outrageous and they can drive the life cycle program. Customer service gets a lot of benefit out of it. Obviously exec and management gets a lot of benefit. Acquisition gets huge benefit from the learnings. So when CRO is done properly, not only yes, is it a tool to drive better revenue per user, but it's also like the tip of the spear for exploratory. Who is our customer? What do they really want? What do they really love about us? That stuff becomes very clear and…
Escúchalo en el minuto 18:04
Ofrecer una auditoría inicial de analítica básica y benchmarks para cerrar clientes
ConversiónUtilizar una auditoría gratuita basada en Google Analytics, contrastada con benchmarks del sector y acompañada de 10 a 15 recomendaciones visuales, actúa como una oferta de entrada de baja fricción y alto valor que genera confianza y facilita la conversión de prospectos en clientes.
It always starts with, and I've done this from day one. I've never changed this as I always do a complimentary audit. Right. And so brands that are interested say, Hey, um, we would like to improve our the hood. So I usually lead those. I'll do a complimentary audit. They're usually 20 pages or so but for most brands, it's actually pretty much a deep dive into their web analytics and to trends and to identify the metrics on fire. And then I'll say, okay, here's what we found compared to all of say lead gen out there compared to all of e-com out there. Here's where you stack compared to some…
Escúchalo en el minuto 20:29
Caso de estudio: diseño anticuado supera al moderno por alineación con el perfil demográfico
Investigación de mercado y clienteAplicar estándares visuales modernos de CRO puede reducir conversiones si contradice las expectativas del perfil demográfico. En un producto de pérdida de peso para mujeres mayores de 65 años, 11 rediseños modernos perdieron frente a una página de estilo anticuado (1999) porque las usuarias asociaban ese formato con mayor credibilidad médica y preferían leer durante 30 minutos con el CTA únicamente al final.
subjective attachment to our ideation. And an example of this is we had worked with a brand and they had already worked with, I think, two CRO groups. No one could move the needle. We took them on and it was a brand in the weight loss space. And their site was really ugly. I mean, like really bad. Like you went to it, it looked like someone from 1999 designed it. It was atrocious. I mean, and it violated the fundamental principles of CRO. So naturally we started overhauling, experimenting, changing. And we, I mean, we redid, and it was like a long form landing page. We redid this thing 11…
Escúchalo en el minuto 13:24
La optimización web se reinicia al expandir canales, audiencias o catálogo
Medición y experimentosLa optimización de un sitio web nunca es definitiva: en el momento en que una empresa expande sus canales de tráfico, ataca nuevos segmentos demográficos o geográficos, o introduce nuevas líneas de producto, la dinámica de conversión cambia y el ciclo de optimización debe comenzar de nuevo.
to the company. What's also fun about it is like, let's assume in a hypothetical world, you perfectly optimize a website, right? Perfect. The second you go explore a new channel, a new demographic, a new geographic, you introduce a new service line, a new product line, the whole thing starts over again, right? And so, and it's not even just conversion optimization
Escúchalo en el minuto 26:55
El CRO efectivo opera sobre analítica y datos, no sobre cambios estéticos superficiales
Medición y experimentosLa optimización de la tasa de conversión (CRO) abarca todo lo que ocurre después del clic y debe guiarse por modelos analíticos y estadística aplicada en lugar de cambios cosméticos arbitrarios como el color de los botones.
but also how CRO is not just design changes and button colors, and it's actually data. have now, but was leaning on those to drive the ideation sessions of the business, what we should displaying one of the models that I had built out, basically just using web analytics and how that be listening because it's everything that's after the click. I mean, and I remember sort of having this
Escúchalo en el minuto 1:04
El creador o gestor de una web no es el cliente
Investigación de mercado y clienteQuien diseña, administra o construye un sitio web no puede evaluarlo como un usuario real; haber visto la página miles de veces genera un sesgo que distorsiona la comprensión de la fricción y la experiencia de compra.
If anything, you are so not the customer. You've looked at the website 100,000 times. You've built that you are not the customer.
Escúchalo en el minuto 0:00
Aumento del valor medio de pedido (AOV) de 94 $ a 112 $ en un e-commerce de 70-80 M$
Medición y experimentosEn un e-commerce con una facturación online de 70 a 80 millones de dólares, el mayor incremento de ingresos por usuario ocurrió a los dos años de experimentación acumulada, logrando elevar el valor medio de pedido (AOV) de 94 $ a 112 $ mediante un único test basado en aprendizajes acumulados, refutando la idea de que los mayores retornos de optimización ocurren exclusivamente al principio.
by the way, a misconception in CRO that all the big wins you get front loaded, like low hanging fruit. Um, I can tell you my single biggest win I've ever had with any client ever in terms of an ARPU lift happened at about the two year mark of working with them. Um, there, and that was an average order value test. Wasn't even a conversion rate. They were, they do about, I don't know, maybe 70, 80 million on their website. And they, we brought their AOV, I think from like 94 with one experiment to like 112, which I know sounds like fairy tale stuff, but it happened. And it's like, Matt, like…
Escúchalo en el minuto 23:18
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