10 Fragen an Javier Rincon

Conversion Optimierung

Mit einer Premiere melden wir uns im neuen Jahr zurück. Zum ersten Mal, kamen auch unsere Mitarbeiter mit internationaler Herkunft in den Genuss einer Barketing Academy zu lauschen. Denn mit Javier und Luis hatten wir „for the first time“ sozusagen zwei englischsprachige Speaker zu Gast. Auch Javier konnte nach seinem  Vortrag zum Thema „Mehr Umsatz mit Conversion Optimierung“ unseren 10 Fragen nicht entkommen. Hier ist sein Interview (engl.):

Can you tell us something about yourself and your company?

Our company Proudsugar was founded with the aim of helping companies tackle a big problem, how to consistently and effectively increase business metrics through a data-driven method. Throughout last year we’ve been able to increase conversions on key metrics for multiple businesses. Our team is made up of three main co-founders. Daniel Polo as Creative Director, Luis Merino as CTO and myself as CEO/Marketer. Our experience ranges from major corporations to venture-backed startups and government institutions, from startups incubators to investment forums, and also to having our own startups. As the area of CRO requires a wide variety of skills and competence, having worked within a wide variety of backgrounds has allowed us to merge different knowledge expertise areas very effectively.

Our plans for 2015 are to keep helping companies sell more and grow. But at heart, we’re a product company. So after we’ve accomplished our objectives as a CRO agency, you can expect to see digital product from us. We’ve already created some smaller test projects you can check at our Labs. And our latest mini-product Sidekick is already underway.

How do you think the CRO-Branch will develop in 2015?

For the past years people have been doing CRO but there’s been a lack of maturity on many levels, especially execution-wise. More so the bigger the company was, due to it’s higher set of complexities. But 2015 is going to be an extremely interesting year for CRO worldwide. Both for big and small companies. It’s the year where culture is going to match with technology and more mature best practices. From one side, big companies now realise the importance of dedicating real resources to these activities. CRO is not that lonely kid playing at the back of the playground. The market has evolved so much that new massive technology providing companies are being built around the service industry. Marketing Automation is at an all-time popular high, with IPOs from companies like Hubspot or Billion Dollar acquisitions like Eloqua. This higher market maturity has allowed entry into newer, bigger and late-adopting businesses or corporations. And that’s a big win for providing social proof. There are of course many more challenges, like the establishment of better methodologies or acquiring the necessary team.

The important thing though is that we’re seeing a clear increase in effective results from CRO practitioners in comparison to prior years. So we’re trending upwards, and I don’t see this stopping at all.

We noticed you and your team only speak English. Why did you decide to work from Berlin and not from the UK or another English-speaking country?

Well actually, all of us have studied some german and could defend ourselves in a lighthearted conversation. Just don’t expect a philosophical debate in german with us, just yet! The truth is we love the german language and the new experiences it can brings us, so we hope to keep improving that in 2015. As for working in Berlin, we all travelled here separately to work for different companies where english was the main language. We loved the city so much that we decided to stay here to pursue additional ventures. In my experience, even though you can’t reach every corner with English, it does cover most needs we encounter. Funny enough, all of our clients until the end of 2014 have bee international. We’ve mainly worked with people from Sillicon Valley, LA, Brazil, Canada, Australia, South Africa, Norway. The new distributed working model has been really beneficial for us. We’ve haven’t felt the need to live in an english speaking country at all. Plus in my opinion, living nowadays in Berlin is living at the core of something truly special.

This way we’ve been able to enjoy Berlin as a city and still work with english speaking clients. We’re happy to say though we have started working with a couple of very cool companies here in Berlin. So that bit of german will come in handy!

What is the most important message from the presentation you gave at Barketing today?

One message that I’d like for to have stuck in people’s mind? Definitely the mentality change from the traditional marketing funnel to the reverse marketing funnel. Meaning, people don’t fall into our funnel by default or  descend through the key value actions until they purchase products. That’s completely outdated and ridiculous.

In fact the reality, people must climb upwards through the reverse funnel, fighting all kinds of friction until they reach the mountain top, the final sell. With this simple attitude change, our whole perspective not only in marketing can change, but also in life.

Every single detail matters. Every single element that is part of the user experience has an impact on wether the customer will purchase from us or not. There’s absolutely no small thing that should be left unturned, no assumption unchallenged. Question absolutely everything within your thought process. Get outside your own head and into the mind of the customer. Identify all those elements that would propel or hinder your experience, then execute on them.

What is the key to a great CRO-company? A good designer? A good developer? Psychology?

Obviously there’s a great deal of factors that will differentiate a good CRO company from a bad one. In my opinion, we need to focus on the differential core value that makes this practice stand out from its counterparts. And that is the focus on the customer psychology. It all begins from there. That’s the massive unique differentiator with other companies in other industries. In order to help companies sell more, you have to in fact understand the customer on a grand level. Because it is through the analysis of what he wants and what you’re currently offering, that we’ll be able to appreciate the gaps we need to fill in. Of course there’s other elements without a CRO business just couldn’t live without. There needs to be impecable web analytics tracking on the website; a deep analysis of the data; a good understanding of marketing techniques; capability for doing great design and usability; the ability to implement tests; a detailed management of the full CRO process etc.

Mention one of the best-practices you learned so far?

The most important thing I’ve learnt is not to trust best practices. But if I had to choose a core element I believe is a total silver bullet is to maintain the smell between advertisements and landing pages. Meaning, when a user clicks on an ad, try to keep a massive similarity between the ad text or image with the landing page. It’s really a common sense concept that applies in any other aspect of life. Allow people to easily associate and link to make them understand.

Which CRO-Blog would you recommend to the readers of this article?

More than a blog I’d recommend a community. Check out www.growthhackers.com. It’s like a Hackernews but for marketeers. Very engaging.

Did you attend any conferences this year? Which one did you like the most? Which speaker?

I wasn’t able to attend any CRO conferences this year. But this year I’m very excited about the Conversion Summit in Frankfurt. Be sure to check it out.

Which tool do you like the most?

With my background in engineering and being my core data analytics, I’d have to chose hands down all the suite of analytics that are out there. I will spend hours discovering insights on Mixpanel, Google Analytics, Clicktale etc. Call it a small healthy obsession!

Can you tell us something about the coolest test you did so far?

Sure. Not sure if it’s the coolest for everybody but I certainly was very excited to do it and have obtained positive results. We shared some of the insights in our presentation at Barketing. Let me describe it for those who weren’t there.

Our client, an ecommerce company that sold greetings cards for groups was looking to increase conversions from the purchase funnel. Their initial design was quite excellent at first hand. Through an analysis covering data and qualitative elements we found that due their innovative product, their purchase funnel was quite more complex than other click and buy commerce products. With their help we were able to redesign the full decision making process for users and were able to increase conversions on a 5-step funnel by 66%.

Vielen Dank Javier & Luis für das Interview. Ihr seid jederzeit wieder gern gesehene Gäste!