CRO, Conversion Rate Optimisation with Kurt Philip from Convertica

TL;DR

Kurt Philip discusses CRO strategies and business growth.

Transcript

so welcome to today's podcast where I'm joined by my good friend mr. cut Phillip cut thank you very much for joining and thank you for being very patient for waiting on me as well not on it but for anyone who doesn't know cut and cut is between London Thailand and previously was known as the CRO guy and Kim Goethe car and doing all the CRO stuff sp... Read More

Key Insights

• Kurt Philip, previously known as 'the CRO guy', has shifted focus from being the face of Convertica to a director role, emphasizing company growth and culture.
• Convertica has streamlined operations, reducing staff from 25 to 20, and is focusing on larger clients instead of increasing the number of clients.
• Philip values work-life balance and has stepped back from public speaking to spend more time with family, reflecting on the importance of strategic growth over rapid expansion.
• The company is moving towards bigger clients with more stable revenue streams, moving away from smaller affiliate sites to large brands with diverse traffic sources.
• Philip is investing in property, particularly in Thailand's Airbnb market, as a way to diversify income streams away from the volatility of digital assets.
• Convertica utilizes historical data and successful test results from previous clients to inform their CRO strategies, ensuring a high success rate for initial tests.
• The company offers a 'best practices' package for smaller sites, focusing on redesigning them based on successful layouts from similar niches.
• Philip emphasizes the importance of recognizing personal strengths and weaknesses in business, hiring operations managers to handle tasks that don't align with his skill set.

Questions & Answers

Q: What is Kurt Philip's current role at Convertica?

Kurt Philip has transitioned from being the face of Convertica to a director role. He focuses on setting the company's vision and direction, ensuring the right business culture, and overseeing strategic growth. This shift allows him to concentrate on high-level decisions and spend more time with his family.

Q: How has Convertica changed its client focus?

Convertica has shifted its focus from smaller affiliate sites to larger clients with stable revenue streams. The company is targeting big brands with diverse traffic sources, such as PPC and Facebook ads, to ensure more consistent revenue and minimize the impact of algorithm updates on their client base.

Q: Why did Kurt Philip step back from public speaking?

Kurt Philip stepped back from public speaking to achieve a better work-life balance and spend more time with his family, especially after the birth of his first child. He found that public speaking did not align with his personality and did not provide the fulfillment he sought, prompting him to focus on strategic company growth instead.

Q: What is Convertica's approach to CRO?

Convertica uses a data-driven approach to CRO, leveraging historical data and successful test results from previous clients to inform their strategies. They conduct split tests to compare original site versions with optimized variations, ensuring changes are backed by data. This method increases their success rate for initial tests.

Q: What investments is Kurt Philip making outside of Convertica?

Kurt Philip is investing in the property market, particularly in Thailand's Airbnb sector. He sees this as a way to diversify his income streams and reduce reliance on the volatile digital asset market. His investments are focused on high ROI properties managed by local housekeepers.

Q: How does Convertica handle smaller clients?

For smaller clients, Convertica offers a 'best practices' package, which involves redesigning websites based on successful layouts from similar niches. This service is targeted at sites making less than $10,000 a month and helps optimize their performance without the need for ongoing split testing.

Q: What is a key factor in Convertica's business strategy?

A key factor in Convertica's business strategy is recognizing personal strengths and weaknesses. Kurt Philip hires operations managers to handle tasks that don't align with his skill set, such as detailed operational work, allowing him to focus on strategic growth and innovation.

Q: Why is Kurt Philip investing in property in Thailand?

Kurt Philip is investing in property in Thailand due to the country's underserviced Airbnb market and the misconception that it is difficult for Westerners to buy property there. By navigating the legal landscape with the right lawyers, he aims to achieve high ROI from these investments, diversifying his income away from digital assets.

Summary & Key Takeaways

• Kurt Philip discusses his transition from being the face of Convertica to focusing on strategic direction and company culture, aiming for sustainable business growth. He emphasizes the importance of work-life balance, having stepped back from public speaking to spend more time with family.

• Convertica is now focusing on larger clients and automating processes, reducing staff size while increasing efficiency. The company uses data-driven CRO strategies, leveraging successful test results from previous projects to optimize client websites.

• Philip is diversifying his investments, moving into the property market in Thailand. He highlights the importance of recognizing personal strengths and hiring the right people to manage areas outside his expertise, such as operations, to ensure business success.