Tag Archives: facebook

It’s Time To Start Using CSS Custom Properties

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.

It's Time To Start Using CSS Custom Properties

We use preprocessors to store colors, font preferences, layout details — mostly everything we use in CSS. But preprocessor variables have some limitations.

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It’s Time To Start Using CSS Custom Properties

Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

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I know you’re busy, so let’s cut to the chase.

Unbounce’s Call to Action Conference is back on June 25th – June 27th in beautiful Vancouver, Canada.

What’s in it for you?

First off, we’ve carefully curated a star-studded speaker lineup that includes the likes of Mari Smith, Scott StrattenKindra Hall and Rand Fishkin. See the full agenda here. (Fun fact: We made a pledge to have 50% female speakers this year, and we stuck to it.)

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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:

PPC
SEO
Copywriting
Social
CRO

Jonathan Dane — The PPC Performance Pizza

Jonathan DaneIn 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.

You’ll learn:

  • 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

Rand FishkinMuch 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.

You’ll learn:

  • 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

Amy HarrisonWhen 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.

You’ll learn:

  • 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

Mari SmithFacebook 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.

You’ll learn:

  • 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

Michael AagaardHave 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?

You’ll learn:

  • 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).

Convinced? Grab your tickets here.

(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.

Check out the full agenda here.

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See you at the conference (and on that Ferris wheel)!

Grab your tickets here and remember to use discount code “blogsentme” at checkout for 15% off that ticket price!

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Save the Date for Unbounce’s Call to Action Conference 2017 [Discount Code Inside]

How to do server-side testing for single page app optimization

Reading Time: 5 minutes

Gettin’ technical.

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:

  1. A user requests a web page,
  2. The server finds the page and sends it to the user’s browser,
  3. The page is rendered on the user’s browser, and any scripts run during or after the page is displayed.
Static app server
A basic representation of server-client communication.

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:

  1. A user requests a web page,
  2. The server interprets the script in the page, and creates or changes the page content to suit the situation
  3. The page is sent to the user in final form and then cannot be changed using server-side scripting.

To talk about server-side rendering, we also have to talk a little bit about JavaScript. JavaScript is a scripting language that adds functionality to web pages, such as a drop-down menu or an image carousel.

Traditionally, JavaScript has been executed on the client side, within the user’s browser. However, with the emergence of Node.js, JavaScript can be run on the server side. All JavaScript executing on the server is running through Node.js.

*Node.js is an open-source, cross-platform JavaScript runtime environment, used to execute JavaScript code server-side. It uses the Chrome V8 JavaScript engine.

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).

If the content is rendered client-side, JavaScript builds the application HTML content within the browser, and requests any missing data from the server to fill in the blanks.

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.)

Server-side rendering also enables search engine crawlers to find web content, improving SEO; and social crawlers (like the crawlers used by Facebook) do not evaluate JavaScript, making server-side rendering beneficial for social searching.

With client-side rendering, the user’s browser must download all of the application JavaScript, and wait for a response from the server with all of the application data. Then, it has to build the application, and finally, show the complete HTML content to the user.

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

Client-side testing involves making changes (the variation) within the browser by injecting Javascript after the original page has already loaded.

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.

But for complex applications, client-side testing may not be the best option: Layering more JavaScript on top of an already-bulky application means even slower load time, and an even more cumbersome user experience.

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.

WiderFunnel - client side testing activation mode
Activation Mode waits until the framework has loaded before executing your test.



When you do server-side testing, there are no modifications being made at the browser level. Rather, the parameters of the experiment variation (‘User 1 sees Variation A’) are determined at the server route level, and hooked straight into the javascript application through a service provider.

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?”

Yep.

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!

The post How to do server-side testing for single page app optimization appeared first on WiderFunnel Conversion Optimization.

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How to do server-side testing for single page app optimization

12 Eye-Opening Video Marketing Stats to Help Boost Your Landing Page Conversions

12 video marketing stats

Video marketing has been on the rise for more than a decade now. Consumers are getting more and more used to consuming video content wherever they go, be it on Facebook or on a product page. Which may make one think: Isn’t video content expected by now? Shouldn’t we produce a video every chance we get? However, the real question is: Will videos be a conversion ignitor or a conversion killer? Let’s find out! First, Some Tempting Stats… There are plenty of case studies and reports claiming that using a video on a landing page is a great idea for…

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12 Eye-Opening Video Marketing Stats to Help Boost Your Landing Page Conversions

How To Set Up An Automated Testing System Using Android Phones (A Case Study)

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.

How To Set Up An Automated Testing System Using Android Phones (A Case Study)

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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How To Set Up An Automated Testing System Using Android Phones (A Case Study)

How to Play Into Your Customer’s Need for ‘I Want It Right Now’

Although eCommerce receives most of the limelight, 91.6% of U.S. sales still take place offline. With all the benefits of buying online — lower cost, wider choice, no need to put on pants — how come retail stores are still a thing? According to a study by Ripen Ecommerce, 30.8% is explained by people wanting to be able to touch and feel the products. The second main reason (29.9%) is that people want their items right away. This need for instant gratification is a powerful one. And while a 4D online shopping experience is likely still some years away, there…

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How to Play Into Your Customer’s Need for ‘I Want It Right Now’

How to Optimize User Experience & Conversion Paths in Google Analytics

how-to-optimize-user-experience-and-conversion-paths-in-google-analytics

If you’ve been keeping up with any thought leaders over the last few months, you know that we are all talking about user experience. The more you can customize, personalize, optimize, target, adapt, and segment your individual user experiences, the more success you’ll see you in 2017. That’s a nice thought, but not a very easily implemented practice. The truth is that tracking user experience is no easy feat. Especially in Google Analytics. Vague attribution models and skewed conversion paths make reporting on your user experience frustrating, to say the least. So, to make things easier, start combing through your…

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How to Optimize User Experience & Conversion Paths in Google Analytics

Glossary: Influencer Marketing

glossary Influencer Marketing

Influencer marketing is the activity of engaging with influential people in order to obtain press and/or get content disseminated to large audiences. Influencer marketing leverages the influence or reach of leaders in a particular industry, field, or even sub-culture. For example, a renowned surgeon is an influencer in the field of medical science and an athlete is an influencer in the sports/fitness industry. Companies encourage relevant influencers to recommend their products or services to their followers. Examples of Influencers Marketing An example of influencer marketing is the promotion of J.K. Rowling’s Harry Potter books. Millions of people have read them…

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Glossary: Influencer Marketing

A Detailed Introduction To Webpack

JavaScript module bundling has been around for a while. RequireJS had its first commits in 2009, then Browserify made its debut, and since then several other bundlers have spawned across the Internet.

A Detailed Introduction To Webpack

Among that group, webpack has jumped out as one of the best. If you’re not familiar with it, I hope this article will get you started with this powerful tool.

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A Detailed Introduction To Webpack

Social Media Image Sizes – A Quick Reference Guide for 2017

social media image sizes

If you want an effective social media presence, you’re going to want images that fit with News Feeds, timelines and streams. Trouble is, the different channels all use different sizes and shapes for their images, and to keep you on your toes, they occasionally change them too. We have you covered, though. From staid, professional LinkedIn to noisy Twitter to the image extravaganza of Pinterest, here are the updated social media image sizes for the major channels. Facebook Facebook Photo Sizes Facebook Cover photo size: 851px x 315px desktop / 640 pixels wide by 360 pixels mobile Facebook Profile photo…

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Social Media Image Sizes – A Quick Reference Guide for 2017