How to Get Links For (Almost) Free: SEO Hacks For Tight Budgets

seo hacks

SEO can be expensive, but there are plenty of promotional opportunities that are free and cost-effective if you focus on value exchange and relationships. (Never invest in low-quality spam though — make sure any link building is strategic and carefully supervised). Warnings aside, there are ways to hack around tight budgets and achieve more for less with your link building. You don’t always have to invest in expensive advertising and publishing fees to gain good SEO traction. Here are some ways to get links, mentions, and shares without spending too much money (or time). Most of these tactics will help…

The post How to Get Links For (Almost) Free: SEO Hacks For Tight Budgets appeared first on The Daily Egg.

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How to Get Links For (Almost) Free: SEO Hacks For Tight Budgets

Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems

Imagine that it’s a hot day. The sun is out, and the temperature is rising. Perhaps, every now and then, there’s a cool breeze. A good song is playing on the radio. At some point, you get up to get a glass of water, but the exact reason why you did that at that particular time isn’t easy to explain. It was “too hot” and you were “somewhat thirsty,” but also maybe “a little bored.” Each of these qualities isn’t either/or, but instead fall on a spectrum of values.

Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems

In contrast, our software is usually built on Boolean values. We set isHot to true and if isHot && isThirsty && isBored, then we call getWater(). If we use code like this to control our game characters, then they will appear jerky and less natural. In this article, we’ll learn how to add intelligent behavior to the non-player characters of a game using an alternative to conventional Boolean logic.

The post Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems appeared first on Smashing Magazine.

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Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems

Google Analytics Is Lying to You. Here Are 7 Ways to Force It to Tell the Truth

trust the lies

Being data-driven is good. Unless of course, all that data driving your decisions is wrong. Google Analytics does a lot of good. It might look fine and seem correct when Goals are firing properly. But just because it’s working, doesn’t mean it’s accurate. Most analytics programs have to make a few implicit assumptions. They’re taking leaps of faith in some cases. And unless you know where to look, you could fall victim to these little white lies. Here are seven of the most common (along with how to fix them). Lie #1. Growing ‘Dark Traffic’ ‘Dark Traffic’ sounds ominous. And…

The post Google Analytics Is Lying to You. Here Are 7 Ways to Force It to Tell the Truth appeared first on The Daily Egg.

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Google Analytics Is Lying to You. Here Are 7 Ways to Force It to Tell the Truth

json-api-normalizer: An Easy Way To Integrate The JSON API And Redux

As a front-end developer, for each and every application I work on, I need to decide how to manage the data. The problem can be broken down into the following three subproblems: Fetch data from the back end, store it somewhere locally in the front-end application, retrieve the data from the local store and format it as required by the particular view or screen.

json-api-normalizer: An Easy Way To Integrate The JSON API And Redux

This article sums up my experience with consuming data from JSON, the JSON API and GraphQL back ends, and it gives practical recommendations on how to manage a front-end application data.

The post json-api-normalizer: An Easy Way To Integrate The JSON API And Redux appeared first on Smashing Magazine.

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json-api-normalizer: An Easy Way To Integrate The JSON API And Redux

Official Feature Release: Crazy Egg Recordings

Crazy Egg Recordings

Today we are releasing our newest feature – Recordings. And as the name suggests, Crazy Egg users can now view video recordings of their website visitors’ sessions. Just to be clear, Recordings doesn’t record visitors through their computer cameras :). We record their screen activity as they navigate and use your website. Here’s an example: We’ve been very excited about this release. Many of our customers have been asking for this functionality, and it was our pleasure to build it for them! We really wanted to make sure we built a visitor recording feature that serves our customer base in…

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Official Feature Release: Crazy Egg Recordings

What Facebook Advertisers Are Doing Wrong: Q&A with Mari Smith

Facebook has over 1.28 billion daily active users.

To have more than a billion prospects in one place, literally at your fingertips, is a marketer’s dream (thanks, Mark Zuckerberg!). But turning those prospects into customers… well that’s another story.

As marketers, we know that a stellar Facebook campaign is made up of a lot more than clever copy, snazzy design and a hefty PPC budget. In a constantly changing environment of new features, products and ad units, it can be tricky to stay ahead of the pack — let alone stand out.

Facebook’s granular targeting makes it more possible than ever to reach the right person, in the right place, at the right time. But only marketers who are committed to making connections with real people and then maintaining those relationships will come out on top.

If there’s one person that knows this best, it’s Mari Smith.

Named Forbes’ #4 “Top Social Media Power Influencer,” Mari is one of the world’s leading social media thought leaders and educators in the world of marketing. Her knowledge of Facebook runs so deep that she was personally hired by the folks at Facebook to teach SMBs throughout the US at the Boost Your Business series of events.

Mari’s speaking at our Call to Action Conference this June, and here’s a quick word from the Facebook Queen herself.

PSST: Blog readers get 15% off tickets to Call to Action Conference until May 25th — just use promo code “blogsentme” at checkout

Despite her packed schedule, Mari recently took the time to sit down with Unbounce Marketing Educator Christie Pike to reveal some of her best kept Facebook advertising secrets. In this interview you’ll get Mari’s actionable tips and insights into:

  • Some of the biggest missed opportunities for marketers advertising on Facebook.
  • Companies that are crushing it in the social advertising space and what you can learn from them.
  • The next big thing on the horizon that Facebook marketers should be preparing for and investing in.
Christie Pike: You’ve been active on Facebook long enough to see its evolution from social media network to a performance tool not unlike AdWords. How has this changed the way that marketers run Facebook campaigns?

Mari Smith: The main thing to consider is the enormous amount of data that Facebook gathers, not only on the platform itself but in partnership with data companies. So every time you use your credit card, every time you make a purchase, surveys that you complete, any information that’s out there is moved into a kind of personal dossier that then gets matched with your Facebook ID. Because of all of this, people get scared and freaked out, Big Brother and all that, but it’s all anonymized and encrypted, so from a user standpoint I always say, “caveat emptor”, just recognize that in today’s day and age of privacy, everything is out there.

From a marketer’s or advertiser’s standpoint, it’s an unprecedented time that we’re in.  It’s a paradigm shift in terms of being able to reach the exact person that you want with Facebook’s granular targeting. Down to zip code, down to propensity to possibly make a certain purchase, from going on a cruise in the next six months, buying a BMW in the next three months, income, the number of kids you have, what you do for a career — all of this is just extraordinary.

So, we really do have to think of Facebook as a platform in which to get our message, our products and our services in front of our target market, but done so in a very relationship-oriented way. I think the businesses that are really standing out are the ones that can make us laugh or cry or go “awwww” and tear at the heartstrings — you know, create something that has viral shareability as opposed to how some business send a message that says “Hey, sign up for our stuff,” “Buy our stuff.”  It’s a cold market, you know.

CP: What are some of the biggest changes you’ve seen on the ad platform itself?

MS: I would say that a big change is in terms of ad units, which initially were just a link and some basic visuals, but over the years they have a much, much, much more visual emphasis. I especially love the carousel ads you can swipe. I think Amazon is one of the best at doing retargeted multi-product ads. I remember seeing one of its ads that had about 32 cards on the carousel that you could swipe and I asked myself, “How did they know I like all this stuff!?”

And then what they call slideshow, which is really just images made into a video, but definitely the prevalence of video is key. One of Mark Zuckerberg’s favorite words is “immersive,” and so the introduction of more immersive type of content like canvas ads has huge importance in the current ad space.

I worked directly with a video creation company, and they shared a great case study from Brussels Airlines that pull up a canvas ad advertising flights to Mumbai in India. They got something like 27 times more time on site after doing this beautiful canvas ad, whereas their previous Facebook campaigns led to an average of three seconds on site. The reason behind this was because back in the day, ads were just a link with a tiny wee thumbnail, and then they got bigger and turned into GIFs, slideshows, animations, interactive content and full-screen content.

So, between (1)  the ad products (2) the placement and (3) the targeting, I would say those are the three key areas where there are the biggest changes. Placement being whether it’s Instagram, mobile news only or if it’s right rail (which still has its place), but users are in mobile more than anything else.

CP: Who is doing Facebook advertising particularly well? What do you like about their ad campaigns? Can you provide some examples?

MS: My favorite video ad that I include in almost every single one of my presentations is by a fun company called Chatbooks. It’s a simple app (a subscription service) that takes your Instagram and Facebook photos and prints them in a book format, it’s really clever.

They worked with a really good PR/creative agency and hired a professional actress/comedian. From there, they created this three minute and forty-second ad. The ad was first put out on their Facebook page, which had just over 100,000 fans (now over 200, 000). And when I last checked, that video ad had 69 million views and almost 500,000 shares.

This is what I love to teach — when you can craft your content to be visually appealing (ideally video). When people are engaged with it they’ll share it with others.


When you craft your content to be visually appealing, people are engaged + will share with others.
Click To Tweet


I’ve never found a better example than Chatbooks. In fact, I originally saw it in my News Feed as a shared organic post by a friend of mine, and after I watched the full three minutes and forty seconds, I was ready to sign up and buy the subscription!

Another great example is from our friend Rand Fishkin from Moz,  who I know is speaking at CTA Conference this year.

Rand is doing these really great video ads called Whiteboard Fridays. I see the most recent one from April has over 4,600 views and 15 shares.

Whiteboard Fridays. Image source: Moz.

It’s so good because it’s educational and it’s the kind of video ad that you can stop and watch or at least save and watch later. It’s really cool what he’s doing because he’s not saying, “Hey everybody, sign up for Moz, see what we can do for you!” Instead, he’s like, “Hey here’s some education on SEO,” and it’s the kind of stuff that people will stop and save and consume.

One last shout out to my good friend Ezra Firestone and his company called Smart Marketer. He does really amazing stuff with video ads and lead gen.

CP: Unbounce cofounder Oli Gardner estimates that 98% of AdWords campaign traffic is not being sent to a dedicated landing page. If you had to guess, what percentage of Facebook marketers do you think are sending their traffic to mobile optimized landing pages? Do you see this as a missed opportunity?

MS: I would have said it’s probably a lot lower. My guess is that 65% is going to a dedicated landing page on Facebook — I get the sense that Facebook advertisers, for the most part, are a little more savvy. They realize you can’t spend all this money and have a captive audience and then just send them away to figure it out for themselves.

But to Oli’s point, I do see a missed an opportunity — especially when marketers are not really thoroughly checking and having a small test group. It’s important to invest a small amount — about $60 – $100 dollars — towards some A/B testing to see which ad gets better conversions. Doing the pixel and tracking the standard events, all of these components are key.

The second part is mobile optimized websites/landing pages. If someone’s clicking through and it’s too wide for the phone,  or the pop-up appears and you can’t find the ‘X’ on it it takes less than a second and they’re outta there.

CP: Are you seeing good examples of Facebook campaign landing pages? 

MS: I think my good friends over at AdEspresso – they were recently acquired by Hootsuite, a fellow Vancouver company —  they’re doing some really good stuff. I love their blog. In fact, they quote you there.

I’d have to think really hard to narrow down a specific landing page example, but in terms of components, or landing page elements, less is always more, something simple that’s really congruent with the ad itself.


Drive FB ad traffic to a landing page that’s simple & consistent with your ad. Less = more.
Click To Tweet


The job of an ad and the job of an email is to get people to a landing page, and the job of a landing page is to convert, whether I’m asking for your email or I’m asking for you to make a purchase. And the beautiful thing about Facebook pixels is if someone doesn’t decide right then and there, you’re able to do some retargeting campaigns to refine further.

CP: Are there certain verticals that are more successful with Facebook advertising than others?

MS: I was just speaking at Marketo’s conference last week and they are, as you know, almost exclusively B2B, and so my talk was very geared towards the B2B audience.

I think Facebook has a reputation for being known to perform better for B2C, but I always like to say that businesses are running as “people to people.”

In terms of verticals, it’s probably easier to say what verticals are more difficult to reach, which are the highly regulated ones like insurance or finance —  but otherwise with every conceivable small business and niche or industry there’s a market that can can take advantage of generating leads on Facebook.

CP: When we talk Facebook ads, what are some missed opportunities?

MS: This comes back to the subject that’s close to my heart, which is really that relationship component: customer care, really engaging well when people are actually commenting and engaging on your ad.

I think what happens — especially with marketers that do the dark ads — is these ads can be very effective and you can be really selective in who you’re reaching without populating your wall, but then what often happens is out of sight, out of mind.  I’ve seen many major household brands where people are posting negative comments on the ad. There’s spam, people are asking questions about their products, and nobody is responding or acknowledging. I see that as a massive missed opportunity.

I think that’s one of the best investments that companies can make is having trained, qualified, passionate social customer care moderators. I always like to say that technology is moving at warp speed and it’s hard to keep up — but human beings, we’re not changing that much, and we want to know that we’re important, that we matter.

CP: What’s on the horizon?

MS: Right around the corner is Facebook television and that’s launching next month. Mark Zuckerberg is absolutely adamant that they’re not a media company, but just watch — just watch that space, they’re absolutely moving into that.

In the United States, the TV advertising industry is worth about $70 billion — it’s over $200 billion globally. And so Facebook now has licensed/paid for original content to be aired on video. And remember, they also have that app that they brought out not long ago that you can stream through your Apple TV or Amazon Fire.

So what’s coming next month are full one-hour shows that are highly professionally produced and then also small episodes — three to 30 minutes that will refresh every 24 hours, from what I’ve read.

For advertisers and marketers, we have to be thinking about quality video ads because that’s where Facebook’s next monetization horizon is (monetizing this digital streaming video with mid-roll ads). They swear they’re not going to do pre-roll, so let’s hope they stick to that.


Think quality Facebook video ads — for @MariSmith, that’s next on FB’s monetization horizon.
Click To Tweet


It’s all about being in that frame of mind — somebody’s watching a show they’re really engaged in and all of a sudden, just like television, it interrupts and your ad comes in.  So when it comes to video, it’s about how can you make it quirky, or fun, or entertaining, or emotional — I don’t think those things will ever go away as long as we’re human.

At the F8 conference, within the first 30 seconds Zuckerberg was talking about camera, and camera platform and developing for the camera. I saw some really cool augmented ads by Nike, and they were incredible.

Facebook is also really pushing live and they’re also deploying a lot of resources to combat fake news. They also announced two weeks ago that they’re they’re going to hire 3,000 more employees to make a team of 7,500 employees dedicated to watching for fake news plus anything untoward happening on Facebook live.

Really the key is for businesses and marketers is really education. I can’t stress that strongly enough. That’s why I just I love that you guys are doing this conference — you can’t get enough quality education.

PSST: Catch more from Facebook Queen Mari Smith at the Call to Action Conference this June. Blog readers get 15% off tickets until May 25th — just use promo code “blogsentme” at checkout.

See more here – 

What Facebook Advertisers Are Doing Wrong: Q&A with Mari Smith

Facebook Ad Expert Mari Smith Reveals Missed Opportunities (And What’s on the Horizon)

Facebook has over 1.28 billion daily active users.

To have more than a billion prospects in one place, literally at your fingertips, is a marketer’s dream (thanks, Mark Zuckerberg!). But turning those prospects into customers… well that’s another story.

As marketers, we know that a stellar Facebook campaign is made up of a lot more than clever copy, snazzy design and a hefty PPC budget. In a constantly changing environment of new features, products and ad units, it can be tricky to stay ahead of the pack — let alone stand out.

Facebook’s granular targeting makes it more possible than ever to reach the right person, in the right place, at the right time. But only marketers who are committed to making connections with real people and then maintaining those relationships will come out on top.

If there’s one person that knows this best, it’s Mari Smith.

Named Forbes’ #4 “Top Social Media Power Influencer,” Mari is one of the world’s leading social media thought leaders and educators in the world of marketing. Her knowledge of Facebook runs so deep that she was personally hired by the folks at Facebook to teach SMBs throughout the US at the Boost Your Business series of events.

Mari’s speaking at our Call to Action Conference this June, and here’s a quick word from the Facebook Queen herself.

PSST: Blog readers get 15% off tickets to Call to Action Conference until May 25th — just use promo code “blogsentme” at checkout

Despite her packed schedule, Mari recently took the time to sit down with Unbounce Marketing Educator Christie Pike to reveal some of her best kept Facebook advertising secrets. In this interview you’ll get Mari’s actionable tips and insights into:

  • Some of the biggest missed opportunities for marketers advertising on Facebook.
  • Companies that are crushing it in the social advertising space and what you can learn from them.
  • The next big thing on the horizon that Facebook marketers should be preparing for and investing in.
Christie Pike: You’ve been active on Facebook long enough to see its evolution from social media network to a performance tool not unlike AdWords. How has this changed the way that marketers run Facebook campaigns?

Mari Smith: The main thing to consider is the enormous amount of data that Facebook gathers, not only on the platform itself but in partnership with data companies. So every time you use your credit card, every time you make a purchase, surveys that you complete, any information that’s out there is moved into a kind of personal dossier that then gets matched with your Facebook ID. Because of all of this, people get scared and freaked out, Big Brother and all that, but it’s all anonymized and encrypted, so from a user standpoint I always say, “caveat emptor”, just recognize that in today’s day and age of privacy, everything is out there.

From a marketer’s or advertiser’s standpoint, it’s an unprecedented time that we’re in.  It’s a paradigm shift in terms of being able to reach the exact person that you want with Facebook’s granular targeting. Down to zip code, down to propensity to possibly make a certain purchase, from going on a cruise in the next six months, buying a BMW in the next three months, income, the number of kids you have, what you do for a career — all of this is just extraordinary.

So, we really do have to think of Facebook as a platform in which to get our message, our products and our services in front of our target market, but done so in a very relationship-oriented way. I think the businesses that are really standing out are the ones that can make us laugh or cry or go “awwww” and tear at the heartstrings — you know, create something that has viral shareability as opposed to how some business send a message that says “Hey, sign up for our stuff,” “Buy our stuff.”  It’s a cold market, you know.

CP: What are some of the biggest changes you’ve seen on the ad platform itself?

MS: I would say that a big change is in terms of ad units, which initially were just a link and some basic visuals, but over the years they have a much, much, much more visual emphasis. I especially love the carousel ads you can swipe. I think Amazon is one of the best at doing retargeted multi-product ads. I remember seeing one of its ads that had about 32 cards on the carousel that you could swipe and I asked myself, “How did they know I like all this stuff!?”

And then what they call slideshow, which is really just images made into a video, but definitely the prevalence of video is key. One of Mark Zuckerberg’s favorite words is “immersive,” and so the introduction of more immersive type of content like canvas ads has huge importance in the current ad space.

I worked directly with a video creation company, and they shared a great case study from Brussels Airlines that pull up a canvas ad advertising flights to Mumbai in India. They got something like 27 times more time on site after doing this beautiful canvas ad, whereas their previous Facebook campaigns led to an average of three seconds on site. The reason behind this was because back in the day, ads were just a link with a tiny wee thumbnail, and then they got bigger and turned into GIFs, slideshows, animations, interactive content and full-screen content.

So, between (1)  the ad products (2) the placement and (3) the targeting, I would say those are the three key areas where there are the biggest changes. Placement being whether it’s Instagram, mobile news only or if it’s right rail (which still has its place), but users are in mobile more than anything else.

CP: Who is doing Facebook advertising particularly well? What do you like about their ad campaigns? Can you provide some examples?

MS: My favorite video ad that I include in almost every single one of my presentations is by a fun company called Chatbooks. It’s a simple app (a subscription service) that takes your Instagram and Facebook photos and prints them in a book format, it’s really clever.

They worked with a really good PR/creative agency and hired a professional actress/comedian. From there, they created this three minute and forty-second ad. The ad was first put out on their Facebook page, which had just over 100,000 fans (now over 200, 000). And when I last checked, that video ad had 69 million views and almost 500,000 shares.

This is what I love to teach — when you can craft your content to be visually appealing (ideally video). When people are engaged with it they’ll share it with others.


When you craft your content to be visually appealing, people are engaged + will share with others.
Click To Tweet


I’ve never found a better example than Chatbooks. In fact, I originally saw it in my News Feed as a shared organic post by a friend of mine, and after I watched the full three minutes and forty seconds, I was ready to sign up and buy the subscription!

Another great example is from our friend Rand Fishkin from Moz,  who I know is speaking at CTA Conference this year.

Rand is doing these really great video ads called Whiteboard Fridays. I see the most recent one from April has over 4,600 views and 15 shares.

Whiteboard Fridays. Image source: Moz.

It’s so good because it’s educational and it’s the kind of video ad that you can stop and watch or at least save and watch later. It’s really cool what he’s doing because he’s not saying, “Hey everybody, sign up for Moz, see what we can do for you!” Instead, he’s like, “Hey here’s some education on SEO,” and it’s the kind of stuff that people will stop and save and consume.

One last shout out to my good friend Ezra Firestone and his company called Smart Marketer. He does really amazing stuff with video ads and lead gen.

CP: Unbounce cofounder Oli Gardner estimates that 98% of AdWords campaign traffic is not being sent to a dedicated landing page. If you had to guess, what percentage of Facebook marketers do you think are sending their traffic to mobile optimized landing pages? Do you see this as a missed opportunity?

MS: I would have said it’s probably a lot lower. My guess is that 65% is going to a dedicated landing page on Facebook — I get the sense that Facebook advertisers, for the most part, are a little more savvy. They realize you can’t spend all this money and have a captive audience and then just send them away to figure it out for themselves.

But to Oli’s point, I do see a missed an opportunity — especially when marketers are not really thoroughly checking and having a small test group. It’s important to invest a small amount — about $60 – $100 dollars — towards some A/B testing to see which ad gets better conversions. Doing the pixel and tracking the standard events, all of these components are key.

The second part is mobile optimized websites/landing pages. If someone’s clicking through and it’s too wide for the phone,  or the pop-up appears and you can’t find the ‘X’ on it it takes less than a second and they’re outta there.

CP: Are you seeing good examples of Facebook campaign landing pages? 

MS: I think my good friends over at AdEspresso – they were recently acquired by Hootsuite, a fellow Vancouver company —  they’re doing some really good stuff. I love their blog. In fact, they quote you there.

I’d have to think really hard to narrow down a specific landing page example, but in terms of components, or landing page elements, less is always more, something simple that’s really congruent with the ad itself.


Drive FB ad traffic to a landing page that’s simple & consistent with your ad. Less = more.
Click To Tweet


The job of an ad and the job of an email is to get people to a landing page, and the job of a landing page is to convert, whether I’m asking for your email or I’m asking for you to make a purchase. And the beautiful thing about Facebook pixels is if someone doesn’t decide right then and there, you’re able to do some retargeting campaigns to refine further.

CP: Are there certain verticals that are more successful with Facebook advertising than others?

MS: I was just speaking at Marketo’s conference last week and they are, as you know, almost exclusively B2B, and so my talk was very geared towards the B2B audience.

I think Facebook has a reputation for being known to perform better for B2C, but I always like to say that businesses are running as “people to people.”

In terms of verticals, it’s probably easier to say what verticals are more difficult to reach, which are the highly regulated ones like insurance or finance —  but otherwise with every conceivable small business and niche or industry there’s a market that can can take advantage of generating leads on Facebook.

CP: When we talk Facebook ads, what are some missed opportunities?

MS: This comes back to the subject that’s close to my heart, which is really that relationship component: customer care, really engaging well when people are actually commenting and engaging on your ad.

I think what happens — especially with marketers that do the dark ads — is these ads can be very effective and you can be really selective in who you’re reaching without populating your wall, but then what often happens is out of sight, out of mind.  I’ve seen many major household brands where people are posting negative comments on the ad. There’s spam, people are asking questions about their products, and nobody is responding or acknowledging. I see that as a massive missed opportunity.

I think that’s one of the best investments that companies can make is having trained, qualified, passionate social customer care moderators. I always like to say that technology is moving at warp speed and it’s hard to keep up — but human beings, we’re not changing that much, and we want to know that we’re important, that we matter.

CP: What’s on the horizon?

MS: Right around the corner is Facebook television and that’s launching next month. Mark Zuckerberg is absolutely adamant that they’re not a media company, but just watch — just watch that space, they’re absolutely moving into that.

In the United States, the TV advertising industry is worth about $70 billion — it’s over $200 billion globally. And so Facebook now has licensed/paid for original content to be aired on video. And remember, they also have that app that they brought out not long ago that you can stream through your Apple TV or Amazon Fire.

So what’s coming next month are full one-hour shows that are highly professionally produced and then also small episodes — three to 30 minutes that will refresh every 24 hours, from what I’ve read.

For advertisers and marketers, we have to be thinking about quality video ads because that’s where Facebook’s next monetization horizon is (monetizing this digital streaming video with mid-roll ads). They swear they’re not going to do pre-roll, so let’s hope they stick to that.


Think quality Facebook video ads — for @MariSmith, that’s next on FB’s monetization horizon.
Click To Tweet


It’s all about being in that frame of mind — somebody’s watching a show they’re really engaged in and all of a sudden, just like television, it interrupts and your ad comes in.  So when it comes to video, it’s about how can you make it quirky, or fun, or entertaining, or emotional — I don’t think those things will ever go away as long as we’re human.

At the F8 conference, within the first 30 seconds Zuckerberg was talking about camera, and camera platform and developing for the camera. I saw some really cool augmented ads by Nike, and they were incredible.

Facebook is also really pushing live and they’re also deploying a lot of resources to combat fake news. They also announced two weeks ago that they’re they’re going to hire 3,000 more employees to make a team of 7,500 employees dedicated to watching for fake news plus anything untoward happening on Facebook live.

Really the key is for businesses and marketers is really education. I can’t stress that strongly enough. That’s why I just I love that you guys are doing this conference — you can’t get enough quality education.

PSST: Catch more from Facebook Queen Mari Smith at the Call to Action Conference this June. Blog readers get 15% off tickets until May 25th — just use promo code “blogsentme” at checkout.

Originally posted here – 

Facebook Ad Expert Mari Smith Reveals Missed Opportunities (And What’s on the Horizon)

How To Create An A/B Testing Research Framework For Faster Iterations & More Wins

online ab testing framework

Here’s the most common problem I see when it comes to conversion rate optimization (CRO): Not putting enough energy into conducting the proper initial research into what to test. One round of user tests, then change the website. One heatmap, then change the website. One cohort analysis, then change the website. This can lead to very bad testing habits. When you are trying to improve your conversion rate, you should do multiple types of research. You should be using: Qualitative methods (e.g., usability testing, 5-second testing, surveys, etc.) Quantitative methods (e.g., heatmapping, cohort analysis, funnel analysis, segmentation, etc.) And of…

The post How To Create An A/B Testing Research Framework For Faster Iterations & More Wins appeared first on The Daily Egg.

Continued here: 

How To Create An A/B Testing Research Framework For Faster Iterations & More Wins

How pilot testing can dramatically improve your user research

Reading Time: 6 minutes

Today, we are talking about user research, a critical component of any design toolkit. Quality user research allows you to generate deep, meaningful user insights. It’s a key component of WiderFunnel’s Explore phase, where it provides a powerful source of ideas that can be used to generate great experiment hypothesis.

Unfortunately, user research isn’t always as easy as it sounds.

Do any of the following sound familiar:

  • During your research sessions, your participants don’t understand what they have been asked to do?
  • The phrasing of your questions has given away the answer or has caused bias in your results?
  • During your tests, it’s impossible for your participants to complete the assigned tasks in the time provided?
  • After conducting participants sessions, you spend more time analyzing the research design rather than the actual results.

If you’ve experienced any of these, don’t worry. You’re not alone.

Even the most seasoned researchers experience “oh-shoot” moments, where they realize there are flaws in their research approach.

Fortunately, there is a way to significantly reduce these moments. It’s called pilot testing.

Pilot testing is a rehearsal of your research study. It allows you to test your research approach with a small number of test participants before the main study. Although this may seem like an additional step, it may, in fact, be the time best spent on any research project.
Just like proper experiment design is a necessity, investing time to critique, test, and iteratively improve your research design, before the research execution phase, can ensure that your user research runs smoothly, and dramatically improves the outputs from your study.

And the best part? Pilot testing can be applied to all types of research approaches, from basic surveys to more complex diary studies.

Start with the process

At WiderFunnel, our research approach is unique for every project, but always follows a defined process:

  1. Developing a defined research approach (Methodology, Tools, Participant Target Profile)
  2. Pilot testing of research design
  3. Recruiting qualified research participants
  4. Execution of research
  5. Analyzing the outputs
  6. Reporting on research findings
website user research in conversion optimization
User Research Process at WiderFunnel

Each part of this process can be discussed at length, but, as I said, this post will focus on pilot testing.

Your research should always start with asking the high-level question: “What are we aiming to learn through this research?”. You can use this question to guide the development of research methodology, select research tools, and determine the participant target profile. Pilot testing allows you to quickly test and improve this approach.

WiderFunnel’s pilot testing process consists of two phases: 1) an internal research design review and 2) participant pilot testing.

During the design review, members from our research and strategy teams sit down as a group and spend time critically thinking about the research approach. This involves reviewing:

  • Our high-level goals for what we are aiming to learn
  • The tools we are going to use
  • The tasks participants will be asked to perform
  • Participant questions
  • The research participant sample size, and
  • The participant target profile

Our team often spends a lot of time discussing the questions we plan to ask participants. It can be tempting to ask participants numerous questions over a broad range of topics. This inclination is often due to a fear of missing the discovery of an insight. Or, in some cases, is the result of working with a large group of stakeholders across different departments, each trying to push their own unique agenda.

However, applying a broad, unfocused approach to participant questions can be dangerous. It can cause a research team to lose sight of its original goals and produce research data that is difficult to interpret; thus limiting the number of actionable insights generated.

To overcome this, WiderFunnel uses the following approach when creating research questions:

Phase 1: To start, the research team creates a list of potential questions. These questions are then reviewed during the design review. The goal is to create a concise set of questions that are clearly written, do not bias the participant, and compliment each other. Often this involves removing a large number of the questions from our initial list and reworking those that remain.

Phase 2: The second phase of WiderFunnel’s research pilot testing consists of participant pilot testing.

This follows a rapid and iterative approach, where we pilot our defined research approach on an initial 1 to 2 participants. Based on how these participants respond, the research approach is evaluated, improved, and then tested on 1 to 2 new participants.

Researchers repeat this process until all of the research design “bugs” have been ironed out, much like QA-ing a new experiment. There are different criteria you can use to test the research experience, but we focus on testing three main areas: clarity of instructions, participant tasks and questions, and the research timing.

  • Clarity of instructions: This involves making sure that the instructions are not misleading or confusing to the participants
  • Testing of the tasks and questions: This involves testing the actual research workflow
  • Research timing: We evaluate the timing of each task and the overall experiment

Let’s look at an example.

Recently, a client approached us to do research on a new area of their website that they were developing for a new service offering. Specifically, the client wanted to conduct an eye tracking study on a new landing page and supporting content page.

With the client, we co-created a design brief that outlined the key learning goals, target participants, the client’s project budget, and a research timeline. The main learning goals for the study included developing an understanding of customer engagement (eye tracking) on both the landing and content page and exploring customer understanding of the new service.

Using the defined learning goals and research budget, we developed a research approach for the project. Due to the client’s budget and request for eye tracking we decided to use Sticky, a remote eye tracking tool to conduct the research.

We chose Sticky because it allows you to conduct unmoderated remote eye tracking experiments, and follow them up with a survey if needed.

In addition, we were also able to use Sticky’s existing participant pool, Sticky Crowd, to define our target participants. In this case, the criteria for the target participants were determined based on past research that had been conducted by the client.

Leveraging the capabilities of Sticky, we were able to define our research methodology and develop an initial workflow for our research participants. We then created an initial list of potential survey questions to supplement the eye tracking test.

At this point, our research and strategy team conducted an internal research design review. We examined both the research task and flow, the associated timing, and finalized the survey questions.

In this case, we used open-ended questions in order to not bias the participants, and limited the total number of questions to five. Questions were reworked from the proposed lists to improve the wording, ensure that questions complimented each other, and were focused on achieving the learning goals: exploring customer understanding of the new service.

To help with question clarity, we used Grammarly to test the structure of each question.

Following the internal design review, we began participant pilot testing.

Unfortunately, piloting an eye tracking test on 1 to 2 users is not an affordable option when using the Sticky platform. To overcome this we got creative and used some free tools to test the research design.

We chose to use Keynote presentation (timed transitions) and its Keynote Live feature to remotely test the research workflow, and Google Forms to test the survey questions. GoToMeeting was used to observe participants via video chat during the participant pilot testing. Using these tools we were able to conduct a quick and affordable pilot test.

The initial pilot test was conducted with two individual participants, both of which fit the criteria for the target participants. The pilot test immediately pointed out flaws in the research design, which included confusion regarding the test instructions and issues with the timing for each task.

In this case, our initial instructions did not provide our participants with enough information on the context of what they were looking for, resulting in confusion of what they were actually supposed to do. Additionally, we made an initial assumption that 5 seconds would be enough time for each participant to view and comprehend each page. However, the supporting content page was very context rich and 5 seconds did not provide participants enough time to view all the content on the page.

With these insights, we adjusted our research design to remove the flaws, and then conducted an additional pilot with two new individual participants. All of the adjustments seemed to resolve the previous “bugs”.

In this case, pilot testing not only gave us the confidence to move forward with the main study, it actually provide its own “A-ha” moment. Through our initial pilot tests, we realized that participants expected a set function for each page. For the landing page, participants expected a page that grabbed their attention and attracted them to the service, whereas, they expect the supporting content page to provide more details on the service and educate them on how it worked. Insights from these pilot tests reshaped our strategic approach to both pages.

Nick So

The seemingly ‘failed’ result of the pilot test actually gave us a huge Aha moment on how users perceived these two pages, which not only changed the answers we wanted to get from the user research test, but also drastically shifted our strategic approach to the A/B variations themselves.

Nick So, Director of Strategy, WiderFunnel

In some instances, pilot testing can actually provide its own unique insights. It is a nice bonus when this happens, but it is important to remember to always validate these insights through additional research and testing.

Final Thoughts

Still not convinced about the value of pilot testing? Here’s one final thought.

By conducting pilot testing you not only improve the insights generated from a single project, but also the process your team uses to conduct research. The reflective and iterative nature of pilot testing will actually accelerate the development of your skills as a researcher.

Pilot testing your research, just like proper experiment design, is essential. Yes, this will require an investment of both time and effort. But trust us, that small investment will deliver significant returns on your next research project and beyond.

Do you agree that pilot testing is an essential part of all research projects?

Have you had an “oh-shoot” research moment that could have been prevented by pilot testing? Let us know in the comments!

The post How pilot testing can dramatically improve your user research appeared first on WiderFunnel Conversion Optimization.

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How pilot testing can dramatically improve your user research

How pilot pesting can dramatically improve your user research

Reading Time: 6 minutes

Today, we are talking about user research, a critical component of any design toolkit. Quality user research allows you to generate deep, meaningful user insights. It’s a key component of WiderFunnel’s Explore phase, where it provides a powerful source of ideas that can be used to generate great experiment hypothesis.

Unfortunately, user research isn’t always as easy as it sounds.

Do any of the following sound familiar:

  • During your research sessions, your participants don’t understand what they have been asked to do?
  • The phrasing of your questions has given away the answer or has caused bias in your results?
  • During your tests, it’s impossible for your participants to complete the assigned tasks in the time provided?
  • After conducting participants sessions, you spend more time analyzing the research design rather than the actual results.

If you’ve experienced any of these, don’t worry. You’re not alone.

Even the most seasoned researchers experience “oh-shoot” moments, where they realize there are flaws in their research approach.

Fortunately, there is a way to significantly reduce these moments. It’s called pilot testing.

Pilot testing is a rehearsal of your research study. It allows you to test your research approach with a small number of test participants before the main study. Although this may seem like an additional step, it may, in fact, be the time best spent on any research project.
Just like proper experiment design is a necessity, investing time to critique, test, and iteratively improve your research design, before the research execution phase, can ensure that your user research runs smoothly, and dramatically improves the outputs from your study.

And the best part? Pilot testing can be applied to all types of research approaches, from basic surveys to more complex diary studies.

Start with the process

At WiderFunnel, our research approach is unique for every project, but always follows a defined process:

  1. Developing a defined research approach (Methodology, Tools, Participant Target Profile)
  2. Pilot testing of research design
  3. Recruiting qualified research participants
  4. Execution of research
  5. Analyzing the outputs
  6. Reporting on research findings
website user research in conversion optimization
User Research Process at WiderFunnel

Each part of this process can be discussed at length, but, as I said, this post will focus on pilot testing.

Your research should always start with asking the high-level question: “What are we aiming to learn through this research?”. You can use this question to guide the development of research methodology, select research tools, and determine the participant target profile. Pilot testing allows you to quickly test and improve this approach.

WiderFunnel’s pilot testing process consists of two phases: 1) an internal research design review and 2) participant pilot testing.

During the design review, members from our research and strategy teams sit down as a group and spend time critically thinking about the research approach. This involves reviewing:

  • Our high-level goals for what we are aiming to learn
  • The tools we are going to use
  • The tasks participants will be asked to perform
  • Participant questions
  • The research participant sample size, and
  • The participant target profile

Our team often spends a lot of time discussing the questions we plan to ask participants. It can be tempting to ask participants numerous questions over a broad range of topics. This inclination is often due to a fear of missing the discovery of an insight. Or, in some cases, is the result of working with a large group of stakeholders across different departments, each trying to push their own unique agenda.

However, applying a broad, unfocused approach to participant questions can be dangerous. It can cause a research team to lose sight of its original goals and produce research data that is difficult to interpret; thus limiting the number of actionable insights generated.

To overcome this, WiderFunnel uses the following approach when creating research questions:

Phase 1: To start, the research team creates a list of potential questions. These questions are then reviewed during the design review. The goal is to create a concise set of questions that are clearly written, do not bias the participant, and compliment each other. Often this involves removing a large number of the questions from our initial list and reworking those that remain.

Phase 2: The second phase of WiderFunnel’s research pilot testing consists of participant pilot testing.

This follows a rapid and iterative approach, where we pilot our defined research approach on an initial 1 to 2 participants. Based on how these participants respond, the research approach is evaluated, improved, and then tested on 1 to 2 new participants.

Researchers repeat this process until all of the research design “bugs” have been ironed out, much like QA-ing a new experiment. There are different criteria you can use to test the research experience, but we focus on testing three main areas: clarity of instructions, participant tasks and questions, and the research timing.

  • Clarity of instructions: This involves making sure that the instructions are not misleading or confusing to the participants
  • Testing of the tasks and questions: This involves testing the actual research workflow
  • Research timing: We evaluate the timing of each task and the overall experiment

Let’s look at an example.

Recently, a client approached us to do research on a new area of their website that they were developing for a new service offering. Specifically, the client wanted to conduct an eye tracking study on a new landing page and supporting content page.

With the client, we co-created a design brief that outlined the key learning goals, target participants, the client’s project budget, and a research timeline. The main learning goals for the study included developing an understanding of customer engagement (eye tracking) on both the landing and content page and exploring customer understanding of the new service.

Using the defined learning goals and research budget, we developed a research approach for the project. Due to the client’s budget and request for eye tracking we decided to use Sticky, a remote eye tracking tool to conduct the research.

We chose Sticky because it allows you to conduct unmoderated remote eye tracking experiments, and follow them up with a survey if needed.

In addition, we were also able to use Sticky’s existing participant pool, Sticky Crowd, to define our target participants. In this case, the criteria for the target participants were determined based on past research that had been conducted by the client.

Leveraging the capabilities of Sticky, we were able to define our research methodology and develop an initial workflow for our research participants. We then created an initial list of potential survey questions to supplement the eye tracking test.

At this point, our research and strategy team conducted an internal research design review. We examined both the research task and flow, the associated timing, and finalized the survey questions.

In this case, we used open-ended questions in order to not bias the participants, and limited the total number of questions to five. Questions were reworked from the proposed lists to improve the wording, ensure that questions complimented each other, and were focused on achieving the learning goals: exploring customer understanding of the new service.

To help with question clarity, we used Grammarly to test the structure of each question.

Following the internal design review, we began participant pilot testing.

Unfortunately, piloting an eye tracking test on 1 to 2 users is not an affordable option when using the Sticky platform. To overcome this we got creative and used some free tools to test the research design.

We chose to use Keynote presentation (timed transitions) and its Keynote Live feature to remotely test the research workflow, and Google Forms to test the survey questions. GoToMeeting was used to observe participants via video chat during the participant pilot testing. Using these tools we were able to conduct a quick and affordable pilot test.

The initial pilot test was conducted with two individual participants, both of which fit the criteria for the target participants. The pilot test immediately pointed out flaws in the research design, which included confusion regarding the test instructions and issues with the timing for each task.

In this case, our initial instructions did not provide our participants with enough information on the context of what they were looking for, resulting in confusion of what they were actually supposed to do. Additionally, we made an initial assumption that 5 seconds would be enough time for each participant to view and comprehend each page. However, the supporting content page was very context rich and 5 seconds did not provide participants enough time to view all the content on the page.

With these insights, we adjusted our research design to remove the flaws, and then conducted an additional pilot with two new individual participants. All of the adjustments seemed to resolve the previous “bugs”.

In this case, pilot testing not only gave us the confidence to move forward with the main study, it actually provide its own “A-ha” moment. Through our initial pilot tests, we realized that participants expected a set function for each page. For the landing page, participants expected a page that grabbed their attention and attracted them to the service, whereas, they expect the supporting content page to provide more details on the service and educate them on how it worked. Insights from these pilot tests reshaped our strategic approach to both pages.

Nick So

The seemingly ‘failed’ result of the pilot test actually gave us a huge Aha moment on how users perceived these two pages, which not only changed the answers we wanted to get from the user research test, but also drastically shifted our strategic approach to the A/B variations themselves.

Nick So, Director of Strategy, WiderFunnel

In some instances, pilot testing can actually provide its own unique insights. It is a nice bonus when this happens, but it is important to remember to always validate these insights through additional research and testing.

Final Thoughts

Still not convinced about the value of pilot testing? Here’s one final thought.

By conducting pilot testing you not only improve the insights generated from a single project, but also the process your team uses to conduct research. The reflective and iterative nature of pilot testing will actually accelerate the development of your skills as a researcher.

Pilot testing your research, just like proper experiment design, is essential. Yes, this will require an investment of both time and effort. But trust us, that small investment will deliver significant returns on your next research project and beyond.

Do you agree that pilot testing is an essential part of all research projects?

Have you had an “oh-shoot” research moment that could have been prevented by pilot testing? Let us know in the comments!

The post How pilot pesting can dramatically improve your user research appeared first on WiderFunnel Conversion Optimization.

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How pilot pesting can dramatically improve your user research