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.