Today, CSS preprocessors are a standard for web development. One of the main advantages of preprocessors is that they enable you to use variables. This helps you to avoid copying and pasting code, and it simplifies development and refactoring.
We use preprocessors to store colors, font preferences, layout details — mostly everything we use in CSS. But preprocessor variables have some limitations.
Additionally, unlike other conferences where you’re torn between tracks, this conference is single-track. No need to miss a thing or weigh up your love for PPC or CRO. You can have it all and bring back stellar takeaways to your team on each of their respective specialities. #Teamplayer
We’re also working closely with our speakers to ensure talks are as actionable as possible. (This is our conference’s promise).
Explore the topics below to see featured talks and get a sense for the ones most exciting to you:
In this session, Johnathan will cover 8 ways to make any PPC channel work with positive ROI. He’ll guide you through a simple framework, The PPC Performance Pizza, that will double performance on any PPC channel, from Google Adwords to Facebook.
How to use search, social, display, and video PPC to your advantage
Which channels and offers work best in tandem for more conversions
The frameworks KlientBoost uses to double your performance within 90 days
Rand Fishkin — The Search Landscape In 2017
Much has changed (and is changing) in SEO, leaving us with an uncertain future. In this talk, the one and only Rand Fishkin will share his view on the search landscape 2017, dive into data on how users behave in search engines, explain what the election of Donald Trump means to site owners and, most importantly provide you with the essential tactics every marketer should embrace to be prepared for the changes.
How has search behavior changed and what does it mean for marketers seeking organic search traffic
What new tactics and strategies are required to stay ahead of the competition in SEO
How might new US government policies affect the web itself and future platform and web marketing opportunities
Amy Harrison — The Customer Disconnect: How Inside-Out Copy Makes You Invisible
When you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customer’s don’t realize the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.
How to recognize if you even HAVE a disconnect
How to beat the blank page – know what to include for every piece of copy you create
How to make even commoditized products sound different and fresh to your customer
Mari Smith — Winning Facebook Advertising Strategies: 5 Powerful Ways To Leverage Your Results & ROI
Facebook is constantly adding new features, new products and new ad units. What works today and what’s a waste of time and money? How should marketing teams, agencies and brands focus their ad spend for maximum results? In this dynamic session, world-renowned Facebook marketing expert, Mari Smith, will answer these questions and more.
Simple processes for maximizing paid reach to build a steady flow of top qualified leads
How to make your Facebook advertising dollars go much further, and generate an even higher ROI
The top ten biggest mistakes marketers make with their Facebook ads and how to fix them
Michael Aagaard – Your Brain Is Lying To You: Become A Better Marketer By Overcoming Confirmation Bias
Have you ever resisted or ignored a piece of info because it posed a threat to your worldview? If you answered “yes,” you’re like most other human beings on the planet. In fact, according to the last 40 years of cognitive research, favouring information confirming your worldview is extremely common human behaviour. Unfortunately, being biased towards information confirming what we already believe often leads to errors in judgment and costly mistakes in marketing. But how can we overcome this?
The facts about confirmation bias and why it is such a dangerous pitfall for marketers
A framework for becoming aware of and overcoming your own confirmation bias
Hands-on techniques for cutting through the clutter and getting information rather than confirmation
Did we mention the workshops?
We’re bringing back workshops (see Sunday’s tab on the agenda) and we’ve tailored the topics based on your feedback. We’ll be talking hyper-targeted overlays, how agencies can leverage landing pages and getting people to swipe right on your landing page. The best part? They’re all included in your ticket price. Most importantly, marketers who purchase CTAConf tickets, get notified first once registration for workshops opens. Workshops were standing room only last year and we’re bringing them back bigger than ever, so first dibs on registration’s a real bonus.
Finally, we want you to have a ton of fun while you learn. We’re talkin’ 8 food trucks, incredible after parties, all the dog hoodies you can handle, wacky activities and full access to the recordings of every session. SPOILER: we’re looking into renting a Ferris wheel (seriously, this is a thing).
(Hey, blog reader. Yeah, you. We like you. Get 15% off ticket price when you use discount code “blogsentme.” That’s cheaper than our early bird price.)
Want to see the excitement in action?
Here’s a peek at what we got up to last year:
The countdown is on
Regardless or whether you’re a PPC specialist, conversion copywriter, full-stack marketer or living that agency life, we’ve got something in store for you. Our workshops and talks touch on everything marketing: pay-per-click, agencies, copywriting, conversion rate optimization, landing page optimization, branding and storytelling, email marketing, customer success, search engine optimization and product marketing.
We talk a lot about marketing strategy on this blog. But today, we are getting technical.
In this post, I team up with WiderFunnel front-end developer, Thomas Davis, to cover the basics of server-side testing from a web development perspective.
The alternative to server-side testing is client-side testing, which has arguably been the dominant testing method for many marketing teams, due to ease and speed.
But modern web applications are becoming more dynamic and technically complex. And testing within these applications is becoming more technically complex.
Server-side testing is a solution to this increased complexity. It also allows you to test much deeper. Rather than being limited to testing images or buttons on your website, you can test algorithms, architectures, and re-brands.
Simply put: If you want to test on an application, you should consider server-side testing.
Let’s dig in!
Note: Server-side testing is a tactic that is linked to single page applications (SPAs). Throughout this post, I will refer to web pages and web content within the context of a SPA. Applications such as Facebook, Airbnb, Slack, BBC, CodeAcademy, eBay, and Instagram are SPAs.
Defining server-side and client-side rendering
In web development terms, “server-side” refers to “occurring on the server side of a client-server system.”
The client refers to the browser, and client-side rendering occurs when:
A user requests a web page,
The server finds the page and sends it to the user’s browser,
The page is rendered on the user’s browser, and any scripts run during or after the page is displayed.
The server is where the web page and other content live. With server-side rendering, the requested web page is sent to the user’s browser in final form:
A user requests a web page,
The server interprets the script in the page, and creates or changes the page content to suit the situation
The page is sent to the user in final form and then cannot be changed using server-side scripting.
In laymen’s (ish) terms:
When you visit a SPA web application, the content you are seeing is either being rendered in your browser (client-side), or on the server (server-side).
Basically, the page is incomplete upon arrival, and is completed within the browser.
If the content is being rendered server-side, your browser receives the application HTML, pre-built by the server. It doesn’t have to fill in any blanks.
Why do SPAs use server-side rendering?
There are benefits to both client-side rendering and server-side rendering, but render performance and page load time are two huge pro’s for the server side.
(A 1 second delay in page load time can result in a 7% reduction in conversions, according to Kissmetrics.)
All of which to say, with a complex application, client-side rendering can lead to sloooow initial load times. And, because client-side rendering relies on each individual user’s browser, the developer only has so much control over load time.
Which explains why some developers are choosing to render their SPAs on the server side.
But, server-side rendering can disrupt your testing efforts, if you are using a framework like Angular or React.js. (And the majority of SPAs use these frameworks).
The disruption occurs because the version of your application that exists on the server becomes out of sync with the changes being made by your test scripts on the browser.
NOTE: If your web application uses Angular, React, or a similar framework, you may have already run into client-side testing obstacles. For more on how to overcome these obstacles, and successfully test on AngularJS apps, read this blog post.
Testing on the server side vs. the client side
The original page loads, the content is hidden, the necessary elements are changed in the background, and the ‘new’ version is shown to the user post-change. (Because the page is hidden while these changes are being made, the user is none-the-wiser.)
As I mentioned earlier, the advantages of client-side testing are ease and speed. With a client-side testing tool like VWO, a marketer can set up and execute a simple test using a WYSIWYG editor without involving a developer.
A Quick Hack
There is a workaround if you are determined to do client-side testing on a SPA application. Web developers can take advantage of features like Optimizely’s conditional activation mode to make sure that testing scripts are only executed when the application reaches a desired state.
However, this can be difficult as developers will have to take many variables into account, like location changes performed by the $routeProvider, or triggering interaction based goals.
To avoid flicker, you may need to hide content until the front-end application has initialized in the browser, voiding the performance benefits of using server-side rendering in the first place.
Here is an example where we are testing a pricing change:
“Ok, so, if I want to do server-side testing, do I have to involve my web development team?”
But, this means that testing gets folded into your development team’s work flow. And, it means that it will be easier to integrate winning variations into your code base in the end.
If yours is a SPA, server-side testing may be the better choice, despite the work involved. Not only does server-side testing embed testing into your development workflow, it also broadens the scope of what you can actually test.
Rather than being limited to testing page elements, you can begin testing core components of your application’s usability like search algorithms and pricing changes.
A server-side test example!
For web developers who want to do server-side testing on a SPA, Tom has put together a basic example using Optimizely SDK. This example is an illustration, and is not functional.
In it, we are running a simple experiment that changes the color of a button. The example is built using Angular Universal and express JS. A global service provider is being used to fetch the user variation from the Optimizely SDK.
Here, we have simply hard-coded the user ID. However, Optimizely requires that each user have a unique ID. Therefore, you may want to use the user ID that already exists in your database, or store a cookie through express’ Cookie middleware.
Are you currently doing server-side testing?
Or, are you client-side testing on a SPA application? What challenges (if any) have you faced? How have you handled them? Do you have any specific questions? Let us know in the comments!
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Regression testing is one of the most time-consuming tasks when developing a mobile Android app. Using myMail as a case study, I’d like to share my experience and advice on how to build a flexible and extensible automated testing system for Android smartphones — from scratch.
The team at myMail currently uses about 60 devices for regression testing. On average, we test roughly 20 builds daily. Approximately 600 UI tests and more than 3,500 unit tests are run on each build.
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