You can break down SEO into two major categories: On-Page SEO: Ensuring your title tags, meta tags, site architecture and content are optimized for near-perfect search engine comprehension and indexing. Link Building: Getting other websites to link back to your site. In today’s post, we’re going to focus on #2 because it can be the most rewarding in terms of traffic gains, but it’s also the most difficult because a lot of it is beyond your control. Link building is truly an art and link prospecting is the smartest way to ensure your highest level of success. Let’s get into…
How can you learn Conversion Rate Optimization in a way that you can apply it easily to any project? How can you make a low performing website to a highly remunerative one without redesigning it from scratch?
Those are just two of the questions that Luca Catania, Director of Madri Internet Marketing & Head of Marketing of Catchi, answered during the First Certification CRO certification Course in Italy supported by VWO.
The course targeted a wide audience—from people with no experience in CRO to experts in the field. Attendees comprised c-suite executives—Entrepreneurs, Head of Marketing, Managing Directors, Consultants, from more than 20 different industries.
The objective of the training was to teach participants an innovative step-by-step approach to CRO, in which participants are guided to learn a system that they can apply to any business to increase conversion rates, increase leads, increase sales online.
Participants got the chance to learn how to optimize their websites in a real-time setup. Using the VWO platform live in the course allowed the participants to understand and experience how the software can help optimize websites and achieve better conversions.
Do you like challenges? Are you willing to take on a task that you’ve never come across before, and do it under a deadline? What if, in carrying out the task, you encounter a problem that appears unsolvable? I want to share my experience of using CSS 3D effects for the first time in a real project and to inspire you to take on challenges.
It was an ordinary day when Eugene, a manager at CreativePeople, wrote to me. He sent me a video and explained that he was developing a concept for a new project and was wondering if it was possible for me to develop something like what was in the video.
We will also learn why linting a style sheet matters, how stylelint brings order to a style sheet and how we can avoid errors. Finally, we will learn how to use stylelint and start linting as soon as possible. Let’s start with why linting is important.
UC Berkeley was once sued for bias against women applying to their graduate programs. Their fall admission figures showed a difference of 25% which couldn’t be just attributed to chance.
They successfully defended against this charge with a drill down to department-level segmentation which proved that in fact women had a higher admission rate for most departments; it was just that majority of the female applicants had applied for competitive departments which already had a low admission rate for both genders hence skewing the overall data.
Welcome to Simpson’s Paradox and how you can beat it using Post-Result Segmentation to find trends for a certain segment of traffic which could be buried under a mountain of data.
Post Result Segmentation.
Post Result Segmentation in VWO is an enterprise feature which lets you slice and dice your reports to smaller, specific and targeted segments. This lets you find out the most profitable segments and double down on them. You can apply complex segmentation parameters to find the hidden winners in your test.
Setting segmentation parameters before starting a test isn’t always very easy. You can’t anticipate and pre-specify all the segments accurately. Luckily, VWO’s Post-result segmentation feature doesn’t need you to. In tests with the feature enabled, all you gotta do is load up the report and get slicing.
How do you segment?
Frankly, the parameters for segmentation could be anything. They can range from gender of the visitor to the demographic they are from or the operating system they use. Avinash Kaushik of occam’s razor broadly classifies the segments in three different categories;
By Source: Separate your organic traffic from your paid traffic, traffic that comes from social sites and referrals.
By Behavior: New vs Returning visitors, visitors who are from the US vs visitors from Europe. Different visitors have different intents to come to your website, it is important that you realize what they want and make sure they get it!
By Outcome: Separate people out by the the products they purchase, the size of purchase, or people who filled a form vs who made a purchase.
Mirela Belkoski is the UX manager of V&D. V&D is a leading ecommerce store in Europe. She says she starts off her analysis with a quick check of segmenting visitors on multiple devices, new vs returning visitors and sources of traffic (paid vs organic vs social). If the test runs for specific categories, she also does custom segmentation to find if there are any differences within the categories.
Mirela also shares with us, a test experience where V&D was testing USP’s (Unique Selling Points) on the site to find out what ‘seduces’ their customers the most. The USP’s would say,’free delivery above €75’, ‘free pick-up in store‘ or ‘free returns in store’.
On the surface it didn’t seem like anything was happening, but diving deep they found out that the conversions for women’s fashion had significantly gone up whereas the men’s fashion was showing a decrease.
Segmentation does wonders once you dive deep!
An issue a lot of websites face is that there are a lot of goals to attached to it, visitors might be there to subscribe to your world class blog, to get a sales demo, perhaps to just get the product’s information.
It doesn’t make sense to analyze every one of them under one umbrella. Segmenting gives tremendous amount of insight into what an individual type of customer expects from your site.
Becky Simanowski is the CRO expert of SAS, which is a leading Business intelligence and Analytics software. Becky says setting up a simple new vs returning filter gave her a ton of insight into the type of information different segments of visitors expect from their website. She then targeted the changes to specific segments leading to happy conversion rates.
Here are the experts’ most favorite segmentation parameters.
Device type: Mobile vs Desktop
Location: Specific Country vs Global
Traffic Sources: Paid vs Organic vs Social
Engaged (Active) vs, well, not so engaged.
Now then, load up your reports and start slicing and dicing! We all would love to hear your experiences with Post Result Segmentation.
Responsive web design has become the dominant method of developing and designing websites. It makes it easier to think “mobile first” and to create a website that is viewable on mobile devices.
In the early days of responsive web design, creating breakpoints in CSS for particular screen sizes was common, like 320 pixels for iPhone and 768 pixels for iPad, and then we tested and monitored those devices. As responsive design has evolved, we now more often start with the content and then set breakpoints when the content “breaks.” This means that you might end up with quite a few content-centric breakpoints and no particular devices or form factors on which to test your website.
However, we are just guessing that our designs will perform well with different device classes and form factors and across different interaction models. We need to continually monitor a design’s performance with real traffic.
Content-centric breakpoints are definitely the way to go, but they also mean that monitoring your website to identify when it breaks is more important. This information, when easily accessible, provides hints on what types of devices and form factors to test further.
Google Analytics has some great multi-device features1 built in; however, with responsive design, we are really designing for form factors, not for devices. In this article, we’ll demonstrate how WURFL.js2 and Google Analytics can work together to show performance metrics across form factors. No more guessing.
Because devices vary between these categories, we get different form factors. Hence, treating form factor as the primary dimension through which to monitor a responsive website makes sense. This will indicate which type of device to test for usability.
The examples in this article all use WURFL.js, including the form factors provided by it, which are:
Feeding Data To Google Analytics
The first step is to put WURFL.js on the pages that you want to track. Simply paste this line of code into your markup: