Understanding CSS Layout And The Block Formatting Context

There are a few concepts in CSS layout that can really enhance your CSS game once you understand them. This article is about the Block Formatting Context (BFC). You may never have heard of this term, but if you have ever made a layout with CSS, you probably know what it is. Understanding what a BFC is, why it works, and how to create one is useful and can help you to understand how layout works in CSS.

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Understanding CSS Layout And The Block Formatting Context

How To Iterate Your Way To A Winning Content-Driven Website

If, like me, you spend most of your days working on content-driven websites, you can feel left out of the cool kid’s party. Best practice like Agile, continual iteration, and user feedback don’t sit quite as well when serving up lots of information, rather than a killer web app.
When I talk about a content-driven site, I am referring to any website whose primary aim is to convey information, rather than complete tasks.

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How To Iterate Your Way To A Winning Content-Driven Website

Lessons From 5 of the Most Viewed Product Awareness Videos on YouTube

If you feel like you’ve been seeing a whole lot more video content online over the past couple of years, it’s not your imagination. Video content has proliferated in recent months and the expectation is that it will continue to grow at a rapid pace in the coming years. Just consider the following statistics and data points (as curated by WordStream): Nearly 1 in 2 people watch more than an hour of Facebook or YouTube video per week. More video content is uploaded to the internet every month than all major U.S. TV networks have created in the last three…

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Lessons From 5 of the Most Viewed Product Awareness Videos on YouTube

How Klickkonzept Used Visitor’s Insights To Help Its Client Boost Revenue By 19.24%

Klickkonzept is a Germany-based, online-marketing-performance agency that helps its clients in boosting their website KPIs. This case study is with reference to one of its eCommerce clients, point-rouge.

Klickkonzept made a couple of important observations per the data collected from Google Analytics and a usability test done by them. The data highlighted a high number of abandoned carts and a high bounce rate contributing to a low conversion rate.

All these observations helped Klickkonzept understand where the leakage was happening in point-rouge’s conversion funnel. It used these insights and observations to craft the absolute conversion rate optimization (CRO) approach and test it with the VWO conversion optimization platform.

Keeping a clear objective in mind and with the right CRO approach, Klickkonzept was able to get a 19.24% revenue hike and a 7.12% conversion boost for point-rouge.

                                           revenue boost with user insights revenue boost with user insights 

Listening to your customers is the key to stepping up your game in Conversion Optimization. Consider what your consumers are thinking and rely on data. With these 2 together, it’s pretty powerful and like Hulk, even those numbers turn green.

Maurice Marquardt

Download the complete case study to know how Klickkonzept made a revenue boost by leveraging visitor insights with the help of VWO.

Are you currently using any Conversion Optimization Platform? We’d love to know your experience with it and how successful your tests have been. Drop us an email at sales@vwo.com

Check out our resource page for more case studies.

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How Klickkonzept Used Visitor’s Insights To Help Its Client Boost Revenue By 19.24%

How Klickkonzept Used User Insights To Help Its Client Boost Revenue By 19.24%

About Klickkonzept

Klickkonzept is a Germany-based, online-marketing-performance agency. It excels in services like SEO, SEA, CRO, social media, and E-Mail Marketing. With the vision of building a 360-degree online marketing concept, it helps its clients in boosting their website KPIs. Klickkonzept firmly believes that all online marketing practices go hand in hand.

This case study is with reference to one of its eCommerce clients, point-rouge, which is an online retail store that sells perfumes, makeup, and other styling products for both women and men.

Observations

With AdWords and price comparison websites being the major traffic sources, point-rouge’s conversion rate was lower than expected. As the Klickkonzept team digged in deeper, it noticed:

revenue boost with user insights A high number of abandoned carts               revenue boost with user insights A high bounce rate on product pages

The data from Google Analytics also highlighted that visitors with a higher session duration tend to convert more.

Challenges

Based on the observations and the current conversion rate, the Klickkonzept team was able to identify the following challenges they needed to address:

  • Not having a clear proposition on the website
  • Less understanding about website visitors
  • Giving more preference to assumption over data and missing out on CRO as a data-driven process

Earlier, point-rouge was not taking any measures, as it was not aware of these challenges.

Objective

The primary goal was set to build a comprehensive understanding of the website visitors, their on-site behaviour, and the pattern they follow to convert. It was necessary to identify the elements that were preventing the visitors from purchasing a product.

As point-rouge is an eCommerce store, Klickkonzept decided to focus mainly on improving user experience on pages with a high potential for conversion. These pages were the home page, product pages, and the checkout page.

In the end, the team wanted to leverage this information to improve point-rouge’s KPIs like bounce rate, session duration, and conversion rate.

Research

Klickkonzept conducted a  “Usability-Testessen” (Testessen= Testdinner) test where they asked some bunch of people to purchase a product from point-rouge’s website and share inputs regarding their experience as a new visitor.

Besides, they ran an on-site survey targeting all the website visitors. This survey was conducted across all the website pages.

Insights

After consolidating all the responses, it was clear that point-rouge had low brand awareness. Visitors did not have sufficient information about point-rouge and its products. The proposition was not being clearly communicated. Though the following 3 USPs were mentioned at some places, these did not have the right positioning to engage the visitors.

Hypothesis

After compiling all the observations from their research, Maurice and his team drilled down to the below hypothesis.

If we put the 3 most important USPs and highlight that visitors can avail free shipping after their second order, the conversion rate will increase by 10%.

Maurice Marquardt

To increase awareness and build trust toward the brand, it was necessary to have clear communication around point-rouge’s propositions. The team created this hypothesis on its VWO dashboard and based on the relevancy score, began the test. It was needed to prioritize hypotheses for testing.

Testrevenue boost with user insights

revenue boost with user insights

To find out the best position for the USPs, it tried a different variation with VWO as its CRO platform. The team decided to have this information in the Header bar to ensure that visitors get to access the relevant information faster. The test was run for 3 weeks for all desktop visitors.

Result & Learning

                                           revenue boost with user insights revenue boost with user insights

The variation performed better than the control across a majority of visitor types. As a result, it facilitated to increase the conversions rate for point-rouge by 7.12%, contributing towards the revenue boost by 19.24%. 

We were pretty lucky. Though, it was a low-hanging fruit, but we did a lot of research to achieve this. The Results speak for itself, and the technical development was pretty fast & easy to do with VWO. I even loved the possibility to write my own JavaScript code.

Maurice Marquardt

Klickkonzept believes that the variation won because visitors got all the relevant information they needed to make a purchase.

Listening to your customers is the key to stepping up your game in Conversion Optimization. Consider what your consumers are thinking and rely on data. With these 2 together, it’s pretty powerful and like Hulk, even those numbers turn green.

Maurice Marquardt

Tweet

Are you currently using any website optimization tool? We’d love to know your experience with it and how successful your tests have been. Drop us an email at sales@vwo.com

The post How Klickkonzept Used User Insights To Help Its Client Boost Revenue By 19.24% appeared first on VWO Blog.

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How Klickkonzept Used User Insights To Help Its Client Boost Revenue By 19.24%

How Klickkonzept’s Used User Insights To Help Its Client Boost Revenue By 19.24%

About Klickkonzept

Klickkonzept is a Germany-based, online-marketing-performance agency. It excels in services like SEO, SEA, CRO, social media, and E-Mail Marketing. With the vision of building a 360-degree online marketing concept, it helps its clients in boosting their website KPIs. Klickkonzept firmly believes that all online marketing practices go hand in hand.

This case study is with reference to one of its eCommerce clients, point-rouge, which is an online retail store that sells perfumes, makeup, and other styling products for both women and men.

Observations

With AdWords and price comparison websites being the major traffic sources, point-rouge’s conversion rate was lower than expected. As the Klickkonzept team digged in deeper, it noticed:

revenue boost with user insights A high number of abandoned carts               revenue boost with user insights A high bounce rate on product pages

The data from Google Analytics also highlighted that visitors with a higher session duration tend to convert more.

Challenges

Based on the observations and the current conversion rate, the Klickkonzept team was able to identify the following challenges they needed to address:

  • Not having a clear proposition on the website
  • Less understanding about website visitors
  • Giving more preference to assumption over data and missing out on CRO as a data-driven process

Earlier, point-rouge was not taking any measures, as it was not aware of these challenges.

Objective

The primary goal was set to build a comprehensive understanding of the website visitors, their on-site behaviour, and the pattern they follow to convert. It was necessary to identify the elements that were preventing the visitors from purchasing a product.

As point-rouge is an eCommerce store, Klickkonzept decided to focus mainly on improving user experience on pages with a high potential for conversion. These pages were the home page, product pages, and the checkout page.

In the end, the team wanted to leverage this information to improve point-rouge’s KPIs like bounce rate, session duration, and conversion rate.

Research

Klickkonzept conducted a  “Usability-Testessen” (Testessen= Testdinner) test where they asked some bunch of people to purchase a product from point-rouge’s website and share inputs regarding their experience as a new visitor.

Besides, they ran an on-site survey targeting all the website visitors. This survey was conducted across all the website pages.

Insights

After consolidating all the responses, it was clear that point-rouge had low brand awareness. Visitors did not have sufficient information about point-rouge and its products. The proposition was not being clearly communicated. Though the following 3 USPs were mentioned at some places, these did not have the right positioning to engage the visitors.

Hypothesis

After compiling all the observations from their research, Maurice and his team drilled down to the below hypothesis.

If we put the 3 most important USPs and highlight that visitors can avail free shipping after their second order, the conversion rate will increase by 10%.

Maurice Marquardt

To increase awareness and build trust toward the brand, it was necessary to have clear communication around point-rouge’s propositions. The team created this hypothesis on its VWO dashboard and based on the relevancy score, began the test. It was needed to prioritize hypotheses for testing.

Testrevenue boost with user insights

revenue boost with user insights

To find out the best position for the USPs, it tried a different variation with VWO as its CRO platform. The team decided to have this information in the Header bar to ensure that visitors get to access the relevant information faster. The test was run for 3 weeks for all desktop visitors.

Result & Learning

                                           revenue boost with user insights revenue boost with user insights

The variation performed better than the control across a majority of visitor types. As a result, it facilitated to increase the conversions rate for point-rouge by 7.12%, contributing towards the revenue boost by 19.24%. 

We were pretty lucky. Though, it was a low-hanging fruit, but we did a lot of research to achieve this. The Results speak for itself, and the technical development was pretty fast & easy to do with VWO. I even loved the possibility to write my own JavaScript code.

Maurice Marquardt

Klickkonzept believes that the variation won because visitors got all the relevant information they needed to make a purchase.

Listening to your customers is the key to stepping up your game in Conversion Optimization. Consider what your consumers are thinking and rely on data. With these 2 together, it’s pretty powerful and like Hulk, even those numbers turn green.

Maurice Marquardt

Tweet

Are you currently using any website optimization tool? We’d love to know your experience with it and how successful your tests have been. Drop us an email at sales@vwo.com

The post How Klickkonzept’s Used User Insights To Help Its Client Boost Revenue By 19.24% appeared first on VWO Blog.

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How Klickkonzept’s Used User Insights To Help Its Client Boost Revenue By 19.24%

6 Advanced Methods To Understand Your Audience And Improve Conversions Using VWO

VWO is the world’s first Connected Conversion Optimization Platform, and we are here to share 6 simple methods that are unique to VWO and would help you derive a winning conversion optimization formula.

So without further ado, let’s begin. Please note that to implement all these methods, you require a trial account with VWO.

Don’t have one? Sign up right now.

1. Segment User Funnels: Find the Right Prospect on Your Website

User journey and conversion funnels are few of the best tools to analyze your visitor behavior and pinpoint the pages, and areas which are the main source of customer drop-offs.

Segmention Funnels based on Customer Profile

VWO provides one of the most precise depictions of user funnels with advanced segmentation options.

There is a wide variety of options based on:

  • Direct Traffic: The segment which consists of an audience that arrives directly to your target page by entering the URL or accessing it through a bookmark.
  • Referral Traffic: The chunk of the audience that might click a referring URL from a website, a partner, or an affiliate.
  • Social Traffic: Traffic that originates from social media channels like Facebook, Twitter, and Quora.
  • New Visitors: Someone who has never been part of any test on a domain before.
  • Returning: Someone who has been part of at least one test on the domain before.
  • Paid Traffic Search: This type contains utm_medium query parameter such as cpc, ppc, and cpa to differentiate from other sources of traffic.

2. Personalize Your Landing Pages for Your Ad Campaigns

VWO’s custom targeting allows you to focus on your ad campaigns by dynamically changing the landing page according to the PPC campaign clicked.

For example, if you have a fashion ecommerce business promoting a bunch of black dresses with different ad copies. The ad group here would require a one-to-one, ad to the landing page, for a different pool of audience clicking the ads.

In the example, we take “black dresses” as the product you are trying to sell. Search queries will differ drastically and your potential customers will henceforth see different ad copies. To cater to individual choices, you might create ad copies like:

  • Black Dresses
  • Little Black Dresses
  • Most Popular Little Black Dresses

This will lead to a PPC campaign like the image below:

PPC Landing Page - One to Many

Even with different ad copies, a marketer won’t be able to mitigate a many-to-one ad to landing page mechanism.

But with the help of VWO, you can create a dynamic landing page and use your PPC’s unique parameters to match the ad group with the correct landing page. This happens because based on the query parameter of an ad, VWO can change the content of your landing pages dynamically. For Google AdWords, it is the globally unique tracking parameter called Google Click Identifier or GCLID.

PPC Landing Pages via VWO

Learn more about how to personalize pages for PPC campaigns by reading this article.

3.  Personalize web pages using URL Query Parameters

A similar approach, like the above, can be replicated for personalizing content on a certain page for various segments of your visitors.

You can add unique query parameters to your website URL and personalize pages dynamically for a variety of audience.

You need to add a customized query parameter at the end of the URLs you are targeting.

For example, if one wants to change the content on a blog post for a given audience, they could assign the blog a query parameter like ‘yousite.com/blog/?=variation1’ where ‘variation 1’ is the parameter, VWO will recognize and change the content dynamically.

Personalized Query Parameters

With this capability, you can change all kinds of content on your website. It can vary from text, images to CSS and HTML properties.

4. Record Live Observations on User Data

Visitor recordings are one of the most sought-after methods to understand customer drop-offs on your website. In live preview, you can figure out the major detractors for a customer or prospect at an individual level.

For example, while going through live recordings, you find an anomaly that’s leading a customer to exit the website without taking the desired action.

To mitigate this issue, a marketer or an analyst can ask the website IT team to make changes. This adds unnecessary steps to a problem that can be easily solved.

Record Live Data on User Observations

A visitor can directly record observations by annotating information directly in the recording itself in VWO. Now your team can collectively view the issue and take corrective measures to improve its customer drop-off rates.

Want to learn more?

You can check this page.

5.  Make Changes to Your Website with Wildcards

For any type of web testing, when we are making a change to a universal element, the change should be consistent throughout your website.

Even if it’s an AB test on a single page, changes made to universal elements have to be consistent. VWO identifies this pain point for a large set of its audience and provides an easy method to do so.

Here’s how you can do it:

  1. Create a Funnel test.
  2. Define a test page pattern. Make sure that the VWO code snippet is added to all these pages. Enter the test page pattern in the Run test on the URL field.

For example, a test on your website would be defined as http:*//yoursite.com* for the following reasons:

  • The first wildcard (*) ensures that the test element is changed over both the http and https versions of your website.
  • The second wildcard (*) ensures that the changed element is implemented on any page that contains the URL string – “://yoursite.com.”

Change CTA across website

Please refer to this guide for in-depth information about replicating changes across your website.

6. Manage and Refine Your User Data

VWO is equipped with tools that allow you to back your  conversion optimization program with data.

With the VWO’s Plan capability, you can:

  1. Record your observations by using Analyze. A VWO user can record observations directly from heatmaps, click maps, and click area.
  2. Create hypotheses with the help of these observations. After collecting your well-researched observations, organize and use these to create hypotheses.

There are three parameters you must rate on a scale of 1 to 5 for Hypothesis:

  • Confidence: On a scale of 1 to 5 (1 being the lowest, and 5 being the highest), select how confident you are about achieving the expected improvement through the hypothesis?
  • Importance: On a scale of 1 to 5 (1 being the lowest, and 5 being the highest), select how crucial the visitor landing on the test pages (for which the hypothesis is created) is.
  • Ease: On a scale of 1 to 5 (1 being the most difficult, and 5 being the easiest), select the complexity of the hypothesis. Rate how difficult it’ll be to implement the changes identified in the hypothesis.

VWO Hypotheses

VWO leverages Kanban boards so that you can always keep track of your hypotheses in a pipeline format. Apart from that, you can assign each hypothesis a predictive impact score and prioritize it accordingly.

There are a lot of ways in which VWO can improve your conversions. And these methods take minutes to implement on your websites. If you are already using VWO for optimizing your website conversion, we’d love to know your favorite. You can leave a comment below, and we’ll get back to you as soon as possible.

The post 6 Advanced Methods To Understand Your Audience And Improve Conversions Using VWO appeared first on VWO Blog.

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6 Advanced Methods To Understand Your Audience And Improve Conversions Using VWO

Infographic: The Perfect Execution of Conversion Rate Optimization

if CRO is done properly

Today’s infographic is a good primer on what it takes to effectively run a conversion rate optimization campaign. However, one thing that I would like to add to this recipe is documentation. Conversion rate optimization is a science project. You’re dealing with data, hypotheses, results, measurement techniques and sources of error. Sounds like chemistry class right? Proper documentation is extremely helpful for interpreting results, understanding sources of error and providing historical record keeping for future testing. If you’re running conversion rate experiments today, you may have to hand the baton off to someone else when you move on. If you’re…

The post Infographic: The Perfect Execution of Conversion Rate Optimization appeared first on The Daily Egg.

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Infographic: The Perfect Execution of Conversion Rate Optimization

Using Design Workouts To Build World-Class Design Teams

What do the makers of the most successful products in the world, whether digital or physical, have in common? I bet they put design and user experience at the center of everything they do. These companies recognize that the smallest detail can make or break a product. The best design ideas, though, are made not in isolation, but by strong, well-rounded teams. So, how do you cultivate a strong design team?

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Using Design Workouts To Build World-Class Design Teams

Everything You Ever Wanted To Know About Prototyping (But Were Afraid To Ask)

Prototypes are my framework for learning new tools, platforms and techniques. A prototype works as hard proof that an idea will or won’t work. It is central to my entire creative process and is the medium I use to relate to the people and businesses I collaborate with.
I’m gushy about prototypes because I think they can work wonders, but I also think they don’t get they’re due. Prototyping is usually not incorporated into project timelines at all or, if it is, usually as some tangential deliverable to a larger project.

Source: 

Everything You Ever Wanted To Know About Prototyping (But Were Afraid To Ask)

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