Marketero · Entrevistas
The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle | Perpetual Traffic EP 647
15 ideas de marketing sacadas de «The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle | Perpetual Traffic EP 647», de Perpetual Traffic. Sobre todo de…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 50 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 15 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 15 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Medición y experimentosAnalizar la tasa de conversión global del sitio oculta la causa real de las variaciones; ante caídas repentinas, segmentar por canal y dispositivo permite identificar si el problema proviene de cambios en la mezcla de tráfico o reducciones de inversión publicitaria y no de fallos en la web.
can't look at your sitewide uh you know conversion rate we have to look at it from a channel uh basis there are so know oh they all of a sudden their site wide conversion has decreased by a understand what happened you know very often then we do a channel and device breakdown we just realize hey well you've spent a lot less money on Facebook in the past couple days and that's caused a drop right 99% of the time that's what happens um but but yeah
Escúchalo en el minuto 32:47
Optimizar solo la conversión inicial en suscripciones puede reducir el valor de vida (LTV)
Medición y experimentosEliminar opciones u optimizar una página de aterrizaje guiándose únicamente por la mayor tasa de conversión inmediata es un error en negocios de suscripción: el plan o paquete con mejor conversión inicial puede ser el que presente mayor tasa de cancelación (churn) y menor valor de vida del cliente (LTV) a largo plazo.
well if we just are hired to increase conversion rate if we just if we were to stick to that term right we'd just remove a plan or change to plans and look for the highest conversion rate on that landing page based on that but that would be a big mistake because here's all have different values well each subscription plan have different turn rates and each of those plans have different lifetime values if we don't take that under consideration and we just start optimizing for The Upfront conversion rate on the landing page what that has upfront the highest conversion rate but what if that plan…
Escúchalo en el minuto 28:52
Medición y experimentosEn modelos de suscripción y negocios recurrentes, una optimización que aumenta la tasa de conversión en la primera compra puede parecer un éxito inmediato, pero terminar generando pérdidas si reduce la retención y el valor de vida del cliente (LTV) en los meses posteriores.
we just focused on conversion rate we'd miss that entire part of the story so it would look like a win because up front it looks like on the day of the first purchase we have we make more money but then you would actually lose out quite a bit over the next couple months subscriptions so it's like if you if you do test for that right are you taking under consideration the other metrics and especially lifetime value right so
Escúchalo en el minuto 30:07
El CRO debe optimizar la rentabilidad global del negocio y no solo la tasa de conversión porcentual
Medición y experimentosLimitar el CRO a subir el porcentaje global de conversión visible en paneles generales (como Shopify o Google Analytics) es un error. La optimización de conversiones debe orientarse a palancas de valor de negocio según el contexto de la empresa, como elevar el ticket promedio (AOV), maximizar el lifetime value (LTV), aumentar la frecuencia de compra o convertir compradores únicos en suscriptores recurrentes.
at the end of the day it's more monetization for the business it's yeah aov it's LTV it's all the things that the thing is it it's not the only thing that you should optimize and conversion optimization is not just about increasing that metric if we talk about increasing metrics well reducing your acquisition cost increasing conversion rate increasing aov increasing lifetime value right all those things are equally realize that your business would uh succeed a lot more if you increase your ratio of subscribers versus people who buy from you one time right well the goal of your conversion…
Escúchalo en el minuto 20:25
La pérdida de control sobre las plataformas publicitarias obliga a priorizar la optimización en el propio sitio web
ConversiónTras restricciones de privacidad y cambios de plataforma (como las actualizaciones de iOS en 2021), las marcas ya no pueden depender exclusivamente de optimizar campañas de paid ads; el foco del crecimiento debe trasladarse al sitio web propio (CRO), donde la empresa retiene control total sobre la experiencia del usuario y la conversión.
you know like the iOS changes that happened I think it was around the same period or towards the end of those years 21 yeah 21 right so it was perfectly aligned and that's kind of that was kind of the beginning of the end of that boom because all of a sudden Brands started to realize I can't just spend my time optimizing my Facebook ads only do that and be successful brand started to realize can only control Facebook or the other AD platforms to up to a certain extent but my website I can and I can do a lot there and that's the second half
Escúchalo en el minuto 39:31
Estrategia de contenidosCrear contenido sobre marcos de trabajo, procesos y pensamiento a largo plazo en lugar de listas de tácticas rápidas o trucos atrae a clientes más maduros, con expectativas realistas y mayor disposición a retener servicios a largo plazo.
with us it's because of how we think of conversion optimization right they they hear me talk about it on social media on YouTube on my podcast and and they're attracted to the way we think around that so they work with us and they understand that it's not a quick win like I don't really share here's 50 AB test ideas you can do tomorrow that's not the type of audience I attract and that's not the audience I want to attract either right I talk about methodologies I talk about process I talk about those things and maybe it's industry-wise but often the brands that come our way already have an…
Escúchalo en el minuto 33:09
La tasa de conversión global oculta variables externas y segmentaciones críticas
Medición y experimentosUtilizar la tasa de conversión promedio de todo el sitio como métrica principal es engañoso, ya que fluctúa por factores ajenos al diseño web (como estacionalidad, cambios de algoritmos o tráfico más frío al escalar anuncios) y promedia datos dispares entre dispositivos, canales y segmentos de audiencia.
know depending on how like Facebook's own algorithm is be behaving that day your conversion rate will be impacted year right all of that will impact your conversion rate and you know in a way that you're website might not even make a difference in the sense that you could have the same website not touch it the same products and your conversion rate would fluctuate month after month day because of factors that are completely unrelated to your website so um if you right but maybe your Global site conversion rate is going to keep going down if you're increasing your ad spend funnel people…
Escúchalo en el minuto 25:04
Desconfiar de las 'mejores prácticas' de conversión sin validación mediante pruebas A/B
Medición y experimentosEn optimización de conversión (CRO), ninguna recomendación o 'táctica viral' de redes sociales debe aplicarse a ciegas sin experimentación con datos reales. Dado que las variables de un negocio (AOV, LTV, márgenes y diseño) están interconectadas y son únicas para cada marca, incluso hipótesis formuladas por expertos fallan o no mueven la aguja cuando se someten a pruebas A/B rigurosas.
opinion but in the world of cro no one's got a crystal ball and unless you test it unless there's actual data backing things up it's really really hard to you know know or to predict that a recommendation is going to make an impact we run hundreds if not thousands of ab tests a year and I you know every day I'm proven wrong like something I think is going to make a huge difference ends up making no difference or ends up losing right and I've been in this for first place right right because it's all individualistic and and also it you know conversion rate your bundle size your choices your aov…
Escúchalo en el minuto 45:35
El CRO efectivo requiere colaboración formativa a largo plazo y no un servicio transaccional
Medición y experimentosLa optimización de la tasa de conversión (CRO) fracasa si se gestiona como un servicio externo aislado o transaccional. Para generar un crecimiento sostenido, la agencia o equipo de optimización debe educar al cliente, compartir abiertamente errores y aprendizajes, y transferir una cultura interna de experimentación que soporte la complejidad técnica del sitio web.
clients I say you know we work with brands for a very long time um I Bank on relationships and I've always banked on relationships to grow this business I don't want to be this transactional agency that operates in the sidelines because I don't think optimization can point so unless like you know the brand really learns how to do it properly and that's why we're there and that's why we exist my mission is not just to increase their numbers but it's hopefully to get them to think around optimization their websites the right way so they can one you when you're when you collaborate closely for a…
Escúchalo en el minuto 36:09
ConversiónProponer cambios de CRO basándose únicamente en observar el diseño de un embudo y aplicar ideas genéricas ('swipe files') convierte la optimización en meras conjeturas. Sin acceso a analítica web, datos cualitativos y segmentación real de clientes, las recomendaciones externas suelen proponer cambios que no aplican o que ya han sido probados y fallaron internamente.
take any level of expertise in cro to build a massive swipe file with a 100 test ideas that uh you know you could apply to your e-commerce store tomorrow which won't do anything by the squatch's funnel you don't need to be an C expert to take a screenshot of every step of a funnel you don't need to be a cro expert just to come up with a bunch differently um and well the reality is sometimes those ideas were in the pipeline and they failed um or sometimes like from if you just look at a website and you try to say they should do this and you try to prescribe without actually having access to…
Escúchalo en el minuto 42:11
El CRO es un proceso de toma de decisiones basado en datos y no solo la optimización de la tasa de conversión
Medición y experimentosReducir la optimización de conversión (CRO) a subir exclusivamente el porcentaje de conversión es un error. El verdadero valor del CRO radica en establecer un proceso sistemático de experimentación y recopilación de datos para guiar decisiones de negocio integrales, optimizando métricas de impacto económico real como el valor medio del pedido (AOV) o el valor de vida del cliente (LTV).
realize that hey it's not just about the conversion rate it's about really op it's really about having a process that helps us understand which decisions to make um in a data driven way through experimentation and through data optimization that that's not what we do because it's so much more than the conversion rate we're looking to optimize you know for the lifetime value we're also looking at aov right we're also looking at any other metric is conversion rate really the one metric that trumps everything above all right and the answer is no but then now we you
Escúchalo en el minuto 16:11
Marca y posicionamientoAl ofrecer servicios profesionales, es preferible utilizar la terminología establecida que el mercado ya busca (como 'CRO'), en lugar de inventar marcas propias de servicio o nuevos acrónimos que compliquen el proceso de venta. Una vez captada la atención del cliente, se puede proceder a educarlo sobre el alcance real del trabajo.
stop using that term and you call it something else well people understand what it is right at this point I care more about people caring about cro and understanding what it is and then once we have their attention we you know then the proper education can follow I think I prefer instead of just over complicating things know there's been a lot of attempts from agencies to kind of Rebrand it as well which but at the end of the day people do you explain that you're just making the job harder for yourself when it comes to explaining and selling that um
Escúchalo en el minuto 21:10
Medición y experimentosGuiarse exclusivamente por la métrica global de tasa de conversión que muestran plataformas como Shopify en su panel principal es un error: mirar un único número agregado día a día oculta los matices del embudo y no ofrece información suficiente ni precisa para gestionar o escalar el negocio.
conversion rate is one thing but I think we also need to look at what is a conversion rate and which conversion rate are we looking at because when people think of a conversion rate they look at their Shopify dashboard and they see one metric that's always there and it's conversion rate and they see it almost on a day-to-day basis the reality is that that metric is the biggest lie you could have it's the worst metric you could have to run your
Escúchalo en el minuto 0:00
La optimización post-clic es tan determinante como el volumen de tráfico
ConversiónLa optimización de la tasa de conversión y la experiencia que ocurre tras el clic influyen tanto en el éxito y la rentabilidad global de un negocio digital como la cantidad de tráfico que se envía al sitio web.
all right well this thing that I can do after the click actually really makes as much of a difference in the overall success of the business as does like how much traffic is actually coming to my site is that sort of was the evolution
Escúchalo en el minuto 9:04
Compensar la falta de portafolio inicial mediante contenido educativo exhaustivo
Estrategia de contenidosAl iniciar una agencia o servicio basado en conocimiento sin portafolio previo, publicar artículos extensos basados en investigación profunda y artículos de invitado (guest blogging) permite sintetizar ideas, aprender sobre la marcha y construir autoridad para atraer a los primeros clientes.
so it was back in the days of like where blogging was really big right like guest blogging so I would write ridiculous blog posts that were like 70 pages long um I would guest blog all the time even felt like a way to like put some of my ideas and um my research and at the same time it's funny because you know you learn at the same time as you're doing first clients it's like without a portfolio it's really hard to build an agency that's based on knowledge and you know what you're able
Escúchalo en el minuto 10:27
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.