CRO methodology to improve digital conversion Qorus-Infosys Finacle Banking Innovation Awards 2024

At CaixaBank, we have incorporated our own CRO practices into our usual working methodology, which allow us not only to guarantee the best user experience, but also the best conversion and return rates for each of them.

To achieve all this, CaixaBank provides its team with the necessary analysis and testing tools that allow us to test and validate our strategy in a real environment with our customers.

- Browsing analysis to better understand user behaviour; - Machine learning algorithms for AB testing; - Own data system in Datapool; and - Personalisation and audience generation through DMP-DSP.

In addition, we have an internal department called the Insights Center, which has a lab to conduct research focused on user experience. This research allows us to obtain data focused on better understanding our users (surveys, card sorting, UX research, in-depth interviews, focus groups, workshops, ethnography) and to validate new initiatives (tree testing, click testing, AB testing, usability testing, 'think aloud'). This department also benefits from the best neuroscience analysis techniques: Tiara, Ring, heat-map, eye-tracking glasses.

Year after year, we challenge ourselves to continue to grow and maintain our leading position in the sector. To ensure this, we continuously seek out the best tools and working methodologies that emerge in this ever-changing digital environment, so that we can adapt them to our methodology and integrate them into our daily operations.