In April of last year, the 1st edition of PRO Marketing DAY was held , the Digital Marketing event organized by AulaCM in which great digital marketing experts shared practical advice and real cases applicable to all types of digital projects with those present.
Ricardo Tayar , CEO of Flat 101 , is an expert in CRO, UX and digital analysis. In his presentation, he spoke to us about his daily work focused on conversion and the importance of objective data and being careful with assumptions. He shared with attendees a series of practical actions and lessons to improve the performance of digital businesses and achieve optimal results.
Video with the main ideas of the presentation
Here is an excerpt from Ricardo Tayar's talk at PRO Marketing DAY, followed by a summary of the most important ideas. If you attended the event, you can watch the full video with the others in the private area of the conference.
Ricardo defines his work as focused on improving australia telegram data conversion of digital businesses and bases this task on 4 pillars:
UX and global design
Technology and development
Digital analytics and neuromarketing
Traffic capture.
Its purpose is to improve online businesses that have clear business objectives and its main aim is to give these businesses the opportunity to exploit all the possibilities offered by the digital channel and do useful things to obtain the desired results.
That is why it is essential to take into account a metric that we do not find in Google Analytics or any other digital analytics tool: profitability.
Content Plan AnalysisHow to understand conversion?
Tayar suggests looking at conversion as an understanding of the business ecosystem and improving many small details in order to have a significant impact on the bottom line.
When we think in terms of conversion and optimization, we must take into account 2 types of factors that are directly related :
A) Endogenous factors: Factors that are controlled by the digital business itself and are not imposed. These are aspects that one chooses and can control. Among them we find: Web design and usability, traffic capture or the technology used, for example.
B) Exogenous factors: Factors over which one has no direct control. These include: the market situation, the target audience or the competition.
On the other hand, it is very important to take into account 3 other aspects when talking in terms of conversion:
Conversion rates: These are usually very low at the beginning as they depend on time. It is preferable to wait a while to start generating sales and do it properly rather than wanting to do it “quickly and badly” and provide a mediocre service.
Mobile technology : One of the great challenges that digital businesses have to face today.
Orders: Where price is of vital importance and you have to know how to differentiate between impulsive purchases and thoughtful purchases, both in terms of products and services.