Tag Archives: manager

Building Production-Ready CSS Grid Layouts Today

Industries often experience evolution less as slow and steady progress than as revolutionary shifts in modality that change best practices and methodologies seemingly overnight. This is most definitely true for front-end web development.

Building Production-Ready CSS Grid Layouts Today

Our industry thrives on constant, aggressive development, and new technologies emerge on a regular basis that change the way we do things in fundamental ways.

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Building Production-Ready CSS Grid Layouts Today

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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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

Data-Driven Optimization: How The Moneyball Method Can Deliver Increased Revenues

Whether your current ROI is something to brag about or something to worry about, the secret to making it shine lies in a 2011 award-winning movie starring Brad Pitt.

Do you remember the plot?

The manager of the downtrodden Oakland A’s meets a baseball-loving Yale economics graduate who maintains certain theories about how to assemble a winning team.

His unorthodox methods run contrary to scouting recommendations and are generated by computer analysis models.

Despite the ridicule from scoffers and naysayers, the geek proves his point. His data-driven successes may even have been the secret sauce, fueling Boston’s World Series title in 2004 (true story, and the movie is Moneyball).

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What’s my point?

Being data-driven seemed a geeks’ only game, or a far reach to many, just a few years ago. Today, it’s time to get on the data-driven bandwagon…or get crushed by it.

Let’s briefly look at the situation and the cure.

Being Data-Driven: The Situation

Brand awareness, test-drive, churn, customer satisfaction, and take rate—these are essential nonfinancial metrics, says Mark Jeffery, adjunct professor at the Kellogg School of Management.

Throw in a few more—payback, internal rate of return, transaction conversion rate, and bounce rate—and you’re well on your way to mastering Jeffery’s 15 metric essentials.

Why should you care?

Because Mark echoes the assessment of his peers from other top schools of management:

Organizations that embrace marketing metrics and create a data-driven marketing culture have a competitive advantage that results in significantly better financial performance than that of their competitors. – Mark Jeffery.

You don’t believe in taking marketing and business growth advice from a guy who earned a Ph.D. in theoretical physics? Search “data-driven stats” for a look at the research. Data-centric methods are leading the pack.

Being Data-Driven: The Problem

If learning to leverage data can help the Red Sox win the World Series, why are most companies still struggling to get on board, more than a decade later?

There’s one little glitch in the movement. We’ve quickly moved from “available data” to “abundant data” to “BIG data.”

CMO’s are swamped with information and are struggling to make sense of it all. It’s a matter of getting lost in the immensity of the forest and forgetting about the trees.

We want the fruits of a data-driven culture. We just aren’t sure where or how to pick them.

Data-Driven Marketing: The Cure

I’ve discovered that the answer to big data overload is hidden right in the problem, right there at the source.

Data is produced by scientific means. That’s why academics like Mark are the best interpreters of that data. They’re schooled in the scientific method.

That means I must either hire a data scientist or learn to approach the analytical part of business with the demeanor of a math major.

Turns out that it’s not that difficult to get started. This brings us to the most important aspect, that is, the scientific approach to growth.

Scientific Method of Growth

You’re probably already familiar with the components of the scientific method. Here’s one way of describing it:

  1. Identify and observe a problem, then state it as a question.
  2. Research the topic and then develop a hypothesis that would answer the question.
  3. Create and run an experiment to test the hypothesis.
  4. Go over the findings to establish conclusions.
  5. Continue asking and continue testing.

    Scientific Method of Growth and Optimization

By focusing on one part of the puzzle a time, neither the task nor the data will seem overwhelming. As you are designing the experiment, you can control it.

Here’s an example of how to apply the scientific method to data-driven growth/optimization, as online enterprises would know it.

  1. Question: Say you have a product on your e-commerce site that’s not selling as well as you want. The category manager advises lowering the price. Is that a good idea?
  2. Hypothesis: Research tells you that similar products are selling at an average price that is about the same as yours. You hypothesize that lowering your price will increase sales.
  3. Test: You devise an A/B test that will offer the item at a lower price to half of your e-commerce visitors and at the same price to the other half. You run the test for one week.
  4. Conclusions: Results show that lowering the price did not significantly increase sales.
  5. Action: You create another hypothesis to explain the disappointing sales and test this hypothesis for accuracy.

A/B Testing

You may think that the above example is an oversimplification, but we’ve seen our clients at The Good make impressive gains by arriving at data-driven decisions based on experiments even less complicated.

And the scientific methodology applies to companies both large and small, too. We’ve used the same approach with everyone from Xerox to Adobe.

Big data certainly is big, but it doesn’t have to be scary. Step-by-step analysis on fundamental questions followed by a data-driven optimization plan is enough to get you large gains.

The scientific approach to growth can be best implemented with a platform that is connected and comprehensive. Such a platform, which shows business performance on its goals, from one stage of the funnel to another, can help save a lot of time, effort, and money.

Conclusion

Businesses need to be data-driven in order to optimize for growth, and to achieve business success. The scientific method can help utilize data in the best possible ways to attain larger gains. Take A/B testing, for example. Smart A/B testing is more than just about testing random ideas. It is about following a scientific, data-driven approach. Follow the Moneyball method of data-driven testing and optimization, and you’ll be on your way to the World Series of increased revenues in no time.

Do you agree that a data-driven approach is a must for making your ROI shine? Share your thoughts and feedback in the comments section below.

CTA_FreeTrial_Being_Data_Driven

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Data-Driven Optimization: How The Moneyball Method Can Deliver Increased Revenues

The Five Minute Guide to Installing Google Tag Manager

google-tag-manager

Marketing campaigns live and die by data. One of the recent campaigns I was managing drove me to open up my analytics report every hour. (Holiday season, anyone?) Data can be numbing, but it’s also necessary. Without data, there’s no way to easily determine the health of a campaign. As a marketer, the more data you have at your disposal, and the easier it is to manage data, the easier your job is. Unfortunately, the more tracking and optimization tags you add to the site, the more you have to deal with code bloat. That’s why I want to introduce…

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How to Create a Killer Live Video Strategy

live video strategy

Let’s face it: video marketing is getting harder. And social media platforms like Facebook are making it even more complex. From evergreen content to “disappearing” videos, there’s a lot of content out there and you need to cut through the noise. But there’s still plenty of opportunity. According to Vibhi Kant, Product Manager at Jie Xu: people spend more than 3 times watching Facebook Live video when they’re actually live. That’s a lot of attention waiting to be tapped into. Twitter first opened the doors for live video with Periscope. But according to our own stats from within the Unmetric…

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How RuneScape Leveled Up Revenue Through Process-Driven CRO

The following is a case study about how RuneScape followed a structured conversion optimization (CRO) program to increase revenue on its website.

About RuneScape

RuneScape is a fantasy massively multiplayer online role-playing game (MMORPG). It was developed by Jagex and launched in January 2001.

The popularity of the game is enormous. RuneScape has welcomed over 250 million players to its world since its release. More than 2 million users play every month, and millions more watch avidly through social channels.

RuneScape has consistently strived to deliver a great experience to its users—not just limited to the game but also on its website. After all, it’s the website where users find forums and game guides, and buy in-game items.

The CRO Team

Rob Marfleet, UX Specialist at Jagex, takes care of User Experience and CRO across the payment flow on the website (the payment gateway and its preceding pages). Dave Parrott, Payments Services Director at Jagex, and Nastassja Gilmartin, Payments Manager at Jagex, help Rob in identifying testing opportunities and analyzing test results.

Rob Marfleet, UX Specialist at Jagex, takes care of User Experience and CRO across the payment flow on the website.

Rob works with teams of designers and developers that help facilitate implementation of winning test variants on the RuneScape website.

Additionally, Rob takes help from Disha Ahuja, Client Success Manager at VWO, to utilize the VWO platform to its full potential.

About the Case

About 50% of users on the RuneScape website arrive as direct traffic. The other half of the traffic consists of users from referrals, social media, and email marketing campaigns.

Rob adds, “This is mainly down to RuneScape enjoying a very loyal user base, with many players having played for several years.”

The CRO team aims to optimize high-potential pages, that is, pages that are closest to the payment gateway and require minimum effort in optimization. The Treasure Hunter page on the website is one such high-potential page that the team chose to optimize.

The Treasure Hunter page lets users buy keys to unlock treasure chests in the game. The treasure chests contain items that can be used within RuneScape.

Rob explains, “Treasure Hunter activity is an optional mini-game within RuneScapekeys are earned through play, but can also be gathered in bundles that are purchasable on the site.

This is how the original page looked like:

RuneScape Treasure Hunter control page for A/B TestOn clicking Continue on the Treasure Hunter page, users are directed to a Payment page where they can choose from multiple treasure chest packages.

RuneScape payment page
Payment page

The RuneScape CRO team thoroughly analyzed the Treasure Hunter page and identified optimization opportunities. Next, the team used VWO to capitalize on these opportunities.

Optimization Process

The CRO team followed the following process to improve conversions on the RuneScape website:

  • Setting a Goal
  • Finding Opportunities for Optimization
  • Creating Hypothesis
  • Developing Variation
  • Analyzing Test Results

Setting a Goal

The goal of the optimization campaign was to grow revenue by increasing the number of purchases.

Finding Opportunities for Optimization

The team at RuneScape studied a heatmap of the Treasure Hunter page. The heatmap showed that a significant number of users were clicking the Get Keys section on the page—a section which was not clickable. Users perhaps either wanted a direct access to the keys or wanted to search for further information.

Heatmap of RUneScape original page before A/B test
Heatmap of the original page

Next, the team watched visitor recording sessions on the page and observed that a lot of visitors on the Payment page returned to the Treasure Hunter page. The team realized that the Treasure Hunter page probably did not offer sufficient information about the treasure chest packages to users.

Creating Hypothesis

The team hypothesized that providing details about treasure chest packages on the Treasure Hunter page will lead to greater conversions on the Payment page.

Developing Variation

Based on the hypothesis, the team created a variation of the Treasure Hunter page. The variation included a new section highlighting four treasure chest packages. Here’s how it looked:

RuneScape Treasure Hunter variation page

An A/B test was run to find the better performing version between the original page and the variation.

Analyzing Test Results

The test ran for a month from August 15–September 13, 2016. The variation outperformed the control and increased the number of purchases by almost 10 percent.

RuneScape A/B Test analysis - Report
Test result report on VWO

Rob shares his learning from the A/B test:

I think one of the more important aspects to take note of here is that the page variation actually resulted in less traffic to the payment page, but increased the amount of purchases made. Effectively, we can say pretty confidently that by giving the users package information upfront, we created higher quality traffic to the next stage, simply through transparency, and informed the user before going forwardusers who went to the purchase page already knew what they were after.

This is incredibly useful when considering other areas of the payment flowif the effect can be replicated, it can potentially translate to more wins.

Next Steps

The CRO team did not stop after it found success with the A/B test. The team felt that the variation can be optimized even further.

The team realized that the offer of four treasure chest packages can possibly leave the users spoiled for choice. The team hypothesized that recommending one of the packages to users will help them choose better and, consequently, increase conversions.

Based on this hypothesis, the following variation was created:

RuneScape follow-up A/B Test variation

The variation featured a Recommended package. This variation was pitted against the winning page from the first A/B test.

The variation won and further increased the number of purchases by almost 6%.

Experience Using VWO

Rob shares, “As a hands-on user of VWO, I’ve personally experienced how quickly it allows prototyping and testing of new ideas, features and content. The ability to push changes, without having to involve multiple teams to relaunch areas of the site can’t be praised highly enough, and the ability to reverse those same changes instantaneously is equally as useful. It’s allowed me to run a number of campaigns straight away that would normally have to be scheduled further down the line, at a more opportune moment, and that’s pretty invaluable.

Using the actual software is very straightforward and easy to understand—campaigns can be built in a short period of time, and having Disha available any time to help determine the best testing practices has definitely helped me find wins—she’s super friendly and eager to help, and I’ve already implemented several testing campaigns that have been borne out of collaboration between her and myself, one of which, is in the process of being fully implemented on the site.”

What Do You Think?

Do you have any recommendations on how RuneScape can further improve user experience and conversions on its website? Did you get any conversion optimization ideas for your own online enterprise? Tell us using the comments section below.

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The post How RuneScape Leveled Up Revenue Through Process-Driven CRO appeared first on VWO Blog.

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How RuneScape Leveled Up Revenue Through Process-Driven CRO

Responsive Images In WordPress With Art Direction

Support for responsive images was added to WordPress core in version 4.4 to address the use case for viewport-based image selection, where the browser requests the image size that best fits the layout for its particular viewport.

Responsive Images In WordPress With Art Direction

Images that are inserted within the text of a post automatically get the responsive treatment, while images that are handled by the theme or plugins — like featured images and image galleries — can be coded by developers using the new responsive image functions and filters. With a few additions, WordPress websites can accommodate another responsive image use case known as art direction. Art direction gives us the ability to design with images whose crop or composition changes at certain breakpoints.

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I Contributed To An Open-Source Editor, And So Can You

A few months ago, Jason Grigsby’s post about autocompletion in forms made the rounds. I loved the idea of allowing users to fill in their credit card details by taking a picture of their card. What I didn’t love was learning all of the possible values for autofill by heart. I’m getting lazy in my old age.

Contributing to the open source community is easy

Lately, I’ve gotten spoiled from using an editor that does intelligent autocompletion for me, something that in the past only massive complex IDEs offered. Opening my editor of choice, I created an input element and added an autocomplete attribute, only to find that the code completion offered me the state of on or off. Disappointing.

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I Contributed To An Open-Source Editor, And So Can You