Reprise Digital Spain’s Silvia Serrano on applying Maslow’s hierarchy of needs to CRO

Home / Interviews with Experimenters / Reprise Digital Spain’s Silvia Serrano on applying Maslow’s hierarchy of needs to CRO

Hi Silvia, thanks so much for taking the time to chat with us! How have you been?

Great! Thanks to you for you want know about me.

Let’s start off with a bit about yourself. Could you please share with our audience what is it that you do and a bit about your career journey up to this point?

I work optimizing digital products, for this, I use digital analytics, user research, design solutions and perform both A / B and multivariate tests.

My background is in advertising. I worked in various advertising agencies doing the most digital jobs. Later, I set up an eCommerce with my partner but it wasn’t going well so we decided to close it. When we had already decided to close it, it was when I got to know google analytics and digital marketing. So now I try to help others so that the same thing that happened to us does not happen to them.

As someone with experience working in UX and CRO, how do heuristics and experimentation work together?

In my work I always use heuristics. Sometimes these heuristics can become experiments but other times, if they are not going to have a direct impact on the conversion, it is better to implement them directly because they are good for the user experience.

READ  Adventures in Experimentation: A deep-dive into CRO tools

On sites with little traffic, heuristics are the best option to optimize them.

A lot of A/B tests examine UI but fewer seek to validate Value Propositions. For those interested in doing this, what strategy or approach should they take and what are some of the things one should watch out for?

Value propositions can be approached in different ways. One can be about the company and another about the product.

On the other hand, depending on the channel through which the user accesses the website, the phase of the funnel they are in will be different and the need as well. So they must first know what the motivations and their pains are and understand how the channels come into play.

Advertisement

Connect with members of the Experiment Nation Directory
PhotoNameLocationShort Bio / SpecialitiesLinkedIn URL
Shahab Samimi Vancouver, BC Venture Capital https://www.linkedin.com/in/ssamimi/
Eliza Mukherjee Bangalore Sr. Analyst https://www.linkedin.com/in/eliza-mukherjee-3a9129a2
Sarah Buetof Hamburg, Germany I am the Principal Product Manager for Experimentation at FREE NOW and as such responsible for establishing a company-wide experimentation infrastructure, methodology and mindset. Being a psychologist with a strong focus on research and statistics, I have worked around 10 years in academic science, mainly neuroscience, where I have studied pathological alterations in human brain connectivity with the means of 4D neuroimaging data. After concluding my research career with a doctoral thesis, I decided to look out for new challenges. In a first smaller move I became a full-time lecturer for experimentation and research methodology, before making the great leap into the private industry sector. I joined a large e-commerce company as an Experiment Analyst and was instantly amazed by the application of experimentation methods in the world of agile product development. Inspired by what I had learned in an already well-established experimentation and data-driven environment, I was eager to go the next step and take responsibility for creating a framework on my own and bringing experimentation to life in another company. https://www.linkedin.com/in/dr-sarah-b%C3%BCtof-a89ab3139/
READ  Concrete tips from CRO veteran Nermin Canik

Psychology plays a huge role in CRO. Could tell us your perspective of how we could apply Maslow’s hierarchy of needs to CRO? 

The most important of Maslow’s pyramid are the first 2 needs of the pyramid (those at the bottom): that the digital product solves a need and that the company or product is trustworthy and secure. If you manage to make your product solve all the needs of the pyramid, the resulting digital product will be better received by users since it will solve all their concerns and perspectives as a human being.

Finally, it’s time for the Lightning Round! Are you a Bayesian or a Frequentist? 

Bayesian.

If you couldn’t work in Experimentation, what would you do? 

I have so many hobbies that I could not decide. Maybe yoga teacher.

Madrid has 2 football teams. Do you follow any of them, and why do you need 2?

I don’t like football but if I have to choose I prefer Atletico de Madrid.

Describe Silvia in 5 words or less.  

Curious, Positive, Empathetic.

Thank for taking the time to chat with me today!


Connect with Experimenters from around the world

We’ll highlight our latest members throughout our site, shout them out on LinkedIn, and for those who are interested, include them in an upcoming profile feature on our site.

READ  Ana Catarina Cizilio tells us about CRO in Brazil and the mindset needed for CRO

You may also like

The weekly buzz: June 16, 2021

👉 How to Measure the Impact of Changes to the Digital Experience by Andrew Millett from Blast Analytics 👉 Don’t Be Intimidated By Read more

ConvertCart’s Shaivi Sahay on figuring out what to test first

Learn about how Shaivi approaches new CRO challenges.

Maulin Shah shares his key elements of an experimentation roadmap

Maulin Shah shares his key elements of an experiment-driven roadmap

Willful’s Tracy Laranjo on how the Experimentation Community has made her a better Experimenter

Tracy also shares a peek behind the curtain of what it's like to work on Experiment Nation.