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.

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.

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!