{"id":24477,"date":"2025-06-12T15:06:03","date_gmt":"2025-06-12T15:06:03","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/?p=24477"},"modified":"2025-06-12T15:06:03","modified_gmt":"2025-06-12T15:06:03","slug":"business-experience-optimization","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/business-experience-optimization","title":{"rendered":"Business Experience Optimization: m\u00e1s all\u00e1 del CRO, m\u00e1s cerca del negocio"},"content":{"rendered":"<p><b>\u00bfOptimizar un canal digital? Est\u00e1 bien.<\/b><b><br \/>\n<\/b><b>\u00bfOptimizar todo tu negocio digital? Mucho mejor.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Durante a\u00f1os, las marcas han perseguido el <\/span><b>CRO (Conversion Rate Optimization)<\/b><span style=\"font-weight: 400;\"> como si fuera la respuesta definitiva a sus problemas online. Pero el ecosistema ha evolucionado. Hoy, pensar solo en tasa de conversi\u00f3n es como querer diagnosticar una empresa con una sola m\u00e9trica.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y ah\u00ed entra en juego un nuevo concepto: <\/span><b>Business Experience Optimization (BEO).<\/b><\/p>\n<h2><b>\u00bfQu\u00e9 es Business Experience Optimization?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">El t\u00e9rmino fue acu\u00f1ado por <\/span><b>Flat 101<\/b><span style=\"font-weight: 400;\">, consultora digital fundada en Espa\u00f1a y dirigida por <\/span><b>Ricardo Tayar<\/b><span style=\"font-weight: 400;\">, uno de los grandes expertos europeos en dise\u00f1o de experiencia digital y conversi\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En su conversaci\u00f3n en <\/span><i><span style=\"font-weight: 400;\">Esto es ISDI<\/span><\/i><span style=\"font-weight: 400;\">, Tallar lo deja claro:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cYa no basta con optimizar botones. Hoy se trata de optimizar el negocio completo del que lo digital es una parte.\u201d<\/span><\/i><\/p>\n<p><b>Business Experience Optimization (BEO)<\/b><span style=\"font-weight: 400;\"> es una evoluci\u00f3n natural del CRO. Es un enfoque hol\u00edstico que va m\u00e1s all\u00e1 del <\/span><a href=\"https:\/\/www.isdi.education\/mx\/blog\/es-como-funciona-funnel\"><span style=\"font-weight: 400;\">embudo de conversi\u00f3n<\/span><\/a><span style=\"font-weight: 400;\"> para abarcar toda la experiencia del cliente con la marca: digital y no digital.<\/span><\/p>\n<h2><b>\u00bfPor qu\u00e9 el CRO ya no alcanza?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">El CRO tradicional tiene l\u00edmites. Se enfoca en:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimizar landing pages<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mejorar CTAs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A\/B testing de formularios<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reducir fricciones puntuales<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Funciona, s\u00ed. Pero solo en el canal digital. <\/span><span style=\"font-weight: 400;\">Y <\/span><b>el canal ya no es todo el negocio<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un cliente no juzga solo tu web. Juzga:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00f3mo respondes a sus dudas.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cu\u00e1nto tardas en entregar.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Qu\u00e9 reputaci\u00f3n tienes en redes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Si el servicio postventa est\u00e1 a la altura.<\/span><\/li>\n<\/ul>\n<p><b>Todo eso forma parte de su experiencia de marca.<\/b><\/p>\n<h2><b>\u00bfQu\u00e9 implica realmente optimizar la experiencia de negocio?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Cuando hablamos de BEO, hablamos de aplicar una l\u00f3gica de mejora continua a <\/span><b>todas las capas del negocio<\/b><span style=\"font-weight: 400;\"> donde el cliente interact\u00faa. Y eso incluye:<\/span><\/p>\n<h3><b>1. Dise\u00f1o centrado en comportamiento<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Aprovechar la <\/span><b>econom\u00eda conductual<\/b><span style=\"font-weight: 400;\"> y los <\/span><b>sesgos cognitivos<\/b><span style=\"font-weight: 400;\"> para dise\u00f1ar experiencias que se adapten a c\u00f3mo decidimos, no a c\u00f3mo decimos que decidimos.<\/span><\/p>\n<h3><b>2. Estrategia omnicanal real<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Dise\u00f1ar desde la experiencia total del usuario: online, en tienda, en WhatsApp, en el call center. La fricci\u00f3n est\u00e1 donde menos te lo esperas.<\/span><\/p>\n<h3><b>3. An\u00e1lisis de datos con enfoque de negocio<\/b><\/h3>\n<p><a href=\"https:\/\/www.isdi.education\/mx\/blog\/por-que-es-importante-tomar-decisiones-data-driven\"><span style=\"font-weight: 400;\">Ser Data Driven es importante<\/span><\/a><span style=\"font-weight: 400;\">, pero no se trata solo de mirar clics o tasas de rebote. Mirar lifetime value, recurrencia, NPS, reclamos, menciones. Entender el negocio completo.<\/span><\/p>\n<h3><b>4. Cultura organizacional orientada a experiencia<\/b><\/h3>\n<p><a href=\"https:\/\/www.isdi.education\/mx\/blog\/la-omninarrativa-como-parte-de-la-cultura-organizacional\"><span style=\"font-weight: 400;\">En una empresa con una cultura orientada a la experiencia<\/span><\/a><span style=\"font-weight: 400;\">, el dise\u00f1o de experiencia <\/span><b>no es trabajo solo de UX<\/b><span style=\"font-weight: 400;\">. Implica a producto, ventas, marketing, operaciones, atenci\u00f3n al cliente\u2026 y s\u00ed, a direcci\u00f3n general.<\/span><\/p>\n<h2><b>Para perfiles MIB: esto es una llamada de atenci\u00f3n<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">En el <\/span><b>MIB (Master Internet Business)<\/b><span style=\"font-weight: 400;\"> formamos l\u00edderes capaces de <\/span><b>unir negocio, tecnolog\u00eda y experiencia.<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Y BEO es exactamente eso.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un profesional MIB que domina Business Experience Optimization:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No se queda en lo t\u00e1ctico. Piensa en <\/span><b>estrategia integral<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No optimiza m\u00e9tricas aisladas. Optimiza el <\/span><b>valor generado<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No trabaja en silos. <\/span><b>Rompe fronteras<\/b><span style=\"font-weight: 400;\"> entre departamentos.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Por eso este concepto <\/span><b>es m\u00e1s que una t\u00e9cnica: es una mentalidad.<\/b><\/p>\n<h2><b>\u00bfQu\u00e9 empresas aplican BEO?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Las empresas m\u00e1s competitivas hoy ya no ven el dise\u00f1o como algo \u201cbonito\u201d ni la conversi\u00f3n como un n\u00famero fr\u00edo.<\/span><\/p>\n<p><b>Ven el dise\u00f1o como un activo estrat\u00e9gico.<\/b><b><br \/>\n<\/b><b>Ven la experiencia del usuario como una ventaja competitiva.<\/b><b><br \/>\n<\/b><b>Y ven la anal\u00edtica como el lenguaje que traduce todo lo anterior.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Plataformas como <\/span><b>Amazon, Spotify, Apple o Mercado Libre<\/b><span style=\"font-weight: 400;\"> trabajan con modelos que integran datos, dise\u00f1o, comportamiento y negocio como una sola visi\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y consultoras como <\/span><b>Flat 101<\/b><span style=\"font-weight: 400;\"> ayudan a otras marcas a llegar ah\u00ed.<\/span><\/p>\n<h2><b>\u00bfY en M\u00e9xico?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Durante su visita al pa\u00eds, Ricardo Tayar fue muy claro:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cHay hambre de talento, hay ganas de hacer cosas grandes. Pero tambi\u00e9n una gran oportunidad de formar profesionales con visi\u00f3n integral.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Esa es, precisamente, una de las misiones del MIB en ISDI M\u00e9xico:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>Formar l\u00edderes digitales que entiendan el negocio en su totalidad.<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Que sepan leer datos, liderar equipos, usar tecnolog\u00eda\u2026 y pensar en el usuario como centro de todo.<\/span><\/p>\n<h2><b>Conclusi\u00f3n: menos m\u00e9tricas, m\u00e1s visi\u00f3n<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Business Experience Optimization no es una moda.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Es un <\/span><b>cambio de paradigma<\/b><span style=\"font-weight: 400;\"> en c\u00f3mo dise\u00f1amos, analizamos y mejoramos los negocios digitales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y para los futuros l\u00edderes que se forman en ISDI, es una llamada clara a dejar de pensar en silos y empezar a pensar en <\/span><b>experiencia total de negocio.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">? Escucha la entrevista completa con Ricardo Tayar en nuestro podcast <\/span><i><span style=\"font-weight: 400;\">Esto es ISDI<\/span><\/i><span style=\"font-weight: 400;\">, disponible en Spotify y YouTube.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">? Y si quieres liderar desde el entendimiento profundo del negocio digital, el MIB es tu siguiente paso.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfOptimizar un canal digital? Est\u00e1 bien. \u00bfOptimizar todo tu negocio digital? Mucho mejor. Durante a\u00f1os, las marcas han perseguido el CRO (Conversion Rate Optimization) como si fuera la respuesta definitiva a sus problemas online. Pero el ecosistema ha evolucionado. Hoy, pensar solo en tasa de conversi\u00f3n es como querer diagnosticar una empresa con una sola&#8230;<\/p>\n","protected":false},"author":23,"featured_media":24478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[40],"tags":[],"class_list":["post-24477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-empresa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Business Experience Optimization: m\u00e1s all\u00e1 del CRO, m\u00e1s cerca del negocio - ISDI Mexico<\/title>\n<meta name=\"description\" content=\"Descubre qu\u00e9 es el Business Experience Optimization, el enfoque que supera al CRO tradicional y te permite optimizar toda la experiencia de negocio digital. 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