Strategic CRO. Success stories

Event: Web Congress, 2019.

Conversion Rate Optimization (CRO) can be carried out at the tactical / operational level or at the strategic level.

The Operational CRO is one that attacks inefficiencies that can be resolved without the intervention or validation of large company authorities. For example, make changes to a product page (PDP) of an ecommerce.

The Strategic CRO focuses on the testing and resolution of inefficiencies of a greater scope, with a high link to the business model of the company, and for which people responsible from different areas must intervene. For example, going from the direct sale of a service to the sale of leads for the same service.

The operational CRO looks to the short term, has a limited scope of impact on the company, makes changes on a small scale.
The strategic CRO, on the other hand, looks to the long term, has a wide reach within the organization and makes significant changes.

At the 2019 Web Congress, I presented two success stories of projects in which strategic business optimizations were carried out. One of them is an international fashion marketplace, and the other is Certicalia, an online platform to locate qualified professionals for the management of technical procedures.

Sandra Navarro

| 05/25/2021

Event: Digital Sessions Women Edition Flat 101, 2020. Opening talk of the event and presentation of some relevant data on the reality of the situation of women in Spanish companies, and in particular, in the digital sector.

Status and evolution of the Project Manager profession

Sandra Navarro

| 05/25/2021

Event: The Country with your future. Organized by El País, Grupo PRISA. 2018. We examine the changes that the project management profession is having and clarify the tasks and responsibilities of a good project manager.

A book that culminates the solidarity project of psychologist and friend José Luis Arias.

Sandra Navarro

| 05/25/2021

Interview: Aragón en Abierto, 2021. "A gift for the soul", a book that culminates the work of the psychologist José Luis Arias through his free online office for 6 years. Office that he has had to leave due to his illness, ALS.

Usability of the main Spanish online supermarkets. A study of Flat 101

Sandra Navarro

| 05/06/2021

Event: Digital Sessions Women Edition Flat 101, 2020. The online purchase of food in Spain is experiencing an unprecedented boom this year, but are online supermarkets prepared to give users a fluid, effective and pleasant experience?

Interview in II Edition SocializaDay

Sandra Navarro

| 05/05/2021

Event: Socializa Day, 2016. Interview after the presentation of the neuromarketing study carried out on Zara, ASOS and H&M, 3 of the most relevant fashion ecommerce in the Spanish market.