Tag Archives: master

Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems

Imagine that it’s a hot day. The sun is out, and the temperature is rising. Perhaps, every now and then, there’s a cool breeze. A good song is playing on the radio. At some point, you get up to get a glass of water, but the exact reason why you did that at that particular time isn’t easy to explain. It was “too hot” and you were “somewhat thirsty,” but also maybe “a little bored.” Each of these qualities isn’t either/or, but instead fall on a spectrum of values.

Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems

In contrast, our software is usually built on Boolean values. We set isHot to true and if isHot && isThirsty && isBored, then we call getWater(). If we use code like this to control our game characters, then they will appear jerky and less natural. In this article, we’ll learn how to add intelligent behavior to the non-player characters of a game using an alternative to conventional Boolean logic.

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Building Killer Robots: Game Behavior In iOS With Fuzzy Logic Rule Systems

json-api-normalizer: An Easy Way To Integrate The JSON API And Redux

As a front-end developer, for each and every application I work on, I need to decide how to manage the data. The problem can be broken down into the following three subproblems: Fetch data from the back end, store it somewhere locally in the front-end application, retrieve the data from the local store and format it as required by the particular view or screen.

json-api-normalizer: An Easy Way To Integrate The JSON API And Redux

This article sums up my experience with consuming data from JSON, the JSON API and GraphQL back ends, and it gives practical recommendations on how to manage a front-end application data.

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json-api-normalizer: An Easy Way To Integrate The JSON API And Redux

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)

Designing With Real Data In Sketch Using The Craft Plugin

Besides the user’s needs, what’s another vital aspect of an app? Your first thought might be its design. That’s important, correct, but before you can even think about the design, you need to get something else right: the data.

The image shows a preview of a movie app, designed with the Craft plugin in Sketch

Data should be the cornerstone of everything you create. Not only does it help you to make more informed decisions, but it also makes it easier to account for edge cases, or things you might not have thought of otherwise.

If you want to get even more out of Sketch, feel free to check out our fancy new book, “The Sketch Handbook”, with practical examples that you can follow along, step-by-step, to master even the trickiest, advanced facets and become a true master of Sketch.

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Designing With Real Data In Sketch Using The Craft Plugin

How To Create A Realistic Clock In Sketch

Creating a clock in Sketch might not sound exciting at first, but we’ll discover how easy it is to recreate real-world objects in a very accurate way. You’ll learn how to apply multiple layers of borders and shadows, you’ll take a deeper look at gradients and you will see how objects can be rotated and duplicated in special ways. To help you along the way you can also download the Sketch editable file (139 KB).

How To Create A Realistic Clock In Sketch

This is a rather advanced tutorial, so if you are not that savvy with Sketch yet and need some help, I would recommend to first read “Design a Responsive Music Player in Sketch” (Part OnePart Two) that cover a few key aspects in detail when working with Sketch. You can also have a look at my personal project sketchtips.info where I regularly provide tips and tricks about Sketch.

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How To Create A Realistic Clock In Sketch

How Mail.Ru Reduced Email Storage From 50 To 32 PB

When the Russian ruble’s exchange rate slumped two years ago, it drove us to think of cutting hardware and hosting costs for the Mail.Ru email service. First, we had to take a look at what email consists of. Indexes and bodies account for only 15% of the storage size, whereas 85% is taken up by files. So, optimization of files (that is, attachments) is worth exploring in more detail.

How We Reduced Email Storage At Mail.Ru From 50 To 32 PB

At the time, we didn’t have file deduplication in place, but we estimated that it could shrink the total storage size by 36%, because many users receive the same messages, such as price lists from online stores and newsletters from social networks that contain images and so on. In this article, I’ll describe how we implemented a deduplication system under the guidance of PSIAlt.

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How Mail.Ru Reduced Email Storage From 50 To 32 PB

Conversational Design Essentials: Tips For Building A Chatbot

Human interactions are incredibly fascinating if you take a close look at them — the social awkwardness, the communication styles, the way knowledge is transferred, the way stories are told and trust is built. But what happens when a machine evokes the same response?

Conversational Design Essentials: Tips For Building A Chatbot

Conversational interfaces have become the new hotness in UX design. Google is about to release a new virtual assistant chatbot; Facebook has already launched the updated Messenger platform with chatbots; and Microsoft went as far as to claim that the operating system of the future isn’t Windows, but “conversation as a platform.”

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Conversational Design Essentials: Tips For Building A Chatbot

How Creating A Design Language Can Streamline Your UX Design Process

Around a year ago, while working at a digital agency, I was given the objective of streamlining our UX design process. Twelve months later, this article shares my thoughts and experiences on how lean thinking helped to instill efficiencies within our UX design process.

How Creating A Design Language Can Streamline Your UX Design Process

When I arrived at the agency, wireframes were already being created and utilized across a variety of projects. Winning advocates for the production of wireframes was not the issue. All stakeholders (both internally and externally) understood the purpose of wireframes and appreciated their value in shaping and modeling digital experiences.

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How Creating A Design Language Can Streamline Your UX Design Process

PPC Landing Page Magic: Secrets Revealed [GIFOGRAPHIC]

This marketing infographic is part of KlientBoost’s 25-part Marketing Advent Calendar. Sign up here to receive a new gifographic once a day in your inbox.

As a kid who was fascinated with the magic store, it’s kind of surprising that I still don’t know how magicians do certain tricks. But it’s probably because as an adult, I’ve spent most of my time trying to master one magic trick:

Making more money appear — both for my PPC agency and for our clients.

How do we do it?

A large part of the magic comes from the landing pages our CRO team designs and tests. And today I want to reveal all the tricks that go into a high-converting landing page to make you the David Copperfield of PPC landing page testing.

(Keep reading below the gifographic for more explanation.)

ezgif-com-878a1ae317

Geographic specificity: Get more local love

When your PPC campaigns and landing page work together on a geographic level, you unleash serious conversion potential.

To help illustrate, imagine these two scenarios:

  1. A nationwide PPC campaign that goes to a nationwide landing page
  2. A city-specific PPC campaign that goes to a city-specific landing page

Which one do you think will perform better?

I think the second would — and we have 100+ clients that would agree. By becoming more granular with your PPC campaigns, you’re able to make the visitor believe that you’re local (even if you’re not).

Take this example of using geographic-specific area code phone numbers on landing pages versus a generic 800 number:

conversion-rate-for-generic-vs-local-numbers
This table shows conversion rates for landing pages displaying generic 800 phone number versus landing pages with a local number. Image source.

And phone numbers are only a start. Test geographically-specific PPC ad copy, landing page headlines and even visuals.

We use Unbounce’s Dynamic Text Replacement (DTR) to help us easily launch dynamic landing pages and prevent traffic dilution that slows down statistical significance.

Which brings us to our next trick…

Dynamic text replacement: Less work, more fun

Dynamic text replacement allows you to swap out the text on your landing page with keywords from your PPC campaigns.

By making small adjustments to your PPC campaign URLs, you can make one landing page specific to hundreds of keywords you’re bidding on, resulting in a landing page that show exactly what visitors searched for:

dynamic-text-replacement-example-url
With DTR, you can turn one landing page into 100 landing pages.

Here’s an example of an outdoors company using DTR to “magically” create super-relevant landing pages.

If the user searched for “hiking backpack,” this is the landing page they’ll see:

dtr-examlpe-hiking-backpack

And if they searched for “trekking backpack”?

dtr-example-trekking-backpack

Boom.

Notice how nothing changed but the text on those two pages?

Read a full explanation of this “magic trick” here.

Multi-step landing pages

You’ve heard how reducing the amount of form fields will help improve your conversion rates, right?

few-form-fields-quotes

But what if I told you that there’s a way to add more fields (thereby better qualifying prospects) while still improving conversion rates?

That’s some true David Copperfield s*** right there.

giphy
I know that’s not David Copperfield. Just trying to see if you’re awake. GIF source.

Multi-step landing pages can help you achieve just this by asking for a little information upfront, then progressively asking for more and more. Dr. Robert Cialdini, author of Influence: The Power of Persuasasion, explains that this technique works because of a principle he calls Commitment and Consistency:

ciadini-quote-commitment-consistency

On our own landing pages, we start by asking questions that are easy to answer, and then progressively get more personal.

We’ve found that these “micro conversions” make it more likely for the prospect to then later fill out more personal details such as their name and contact information:

multi-step-landing-page-threat
We’ve built all our lead gen efforts around multi-step landing pages. Image source.

Call to action temperature testing

A common mistake a lot of our clients make prior to working with us is that they use the same call to action for all their PPC traffic: search, social, video and display.

This is problematic because different types of PPC traffic have different levels of intent.

For example, people seeing your ads through the Search Network can be people really close to converting (depending on keyword intent), but the Display Network typically has visitors who are a few steps behind. (I wrote about this on the Unbounce blog before.)

klientboost-ppc-thermometer
We have found that display leads are typically colder than leads acquired through the search network.

If a certain PPC channel isn’t converting for you, sometimes switching up the offer — and the call to action — can make all the difference.

We’ve found that the offers on the left work well for cold leads, whereas the offers on the right work better for warm leads:

klientboost-match-ppc-channel-temperature
We made this to use internally at KlientBoost.

As with most PPC tactics, this requires a bit of testing. And don’t forget to have a means of nurturing cold leads down the funnel.

Local visuals: Make ‘em feel at home

Remember how you can improve conversion rates by changing phone numbers and headlines to appear more local to the visitor’s location?

You can also do that with your hero shot and other visuals you’re using on your landing page.

We ran a test for a roofing company who advertised in several states. Because we were able to split up the PPC traffic based on geography, we were able to funnel all visitors to a dedicated landing with visuals that matched the local feel:

local-visuals-a-b-test

The result?

Conversion rates increased by 22%.

It seems so simple, yet it’s a bit of work to set up.

But the payoff is immense.

Hidden fields sales tracking

This very moment, you’re likely bidding on multi intent keywords that may bring you conversions (leads, demos, or trials), but will never turn into sales.

But with hidden fields sales tracking like Google’s ValueTrack parameters, you’re able to create hidden fields on your landing page to capture lead information, along with other nifty data, like:

  • The keyword they typed in
  • The device they were using
  • The landing page URL they converted on
  • The geographic location they were in

With your CRM lead entry that now has all that additional bulleted info, you’re able to go back to your PPC accounts and learn not just what keyword gave you the lead, but what keyword gave you the sale in other words, which of your keywords have the highest closing rate.

With that information, you’ll find that you’re able to afford higher CPAs for certain conversions compared to others, and this will ultimately help you get higher volumes of the right type of conversions.

How’d you do that?

PPC landing page testing can be complex, but these few tricks above are what help us double the performance for our clients.

These tips will help you customize your landing pages, resulting in better marketing experiences that convert better.

So you can pull more rabbits conversions out of your hat PPC campaigns.

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PPC Landing Page Magic: Secrets Revealed [GIFOGRAPHIC]

How to Master SEO for Ecommerce Product Pages

Regardless of your industry/niche, reaching the upper echelons of the search rankings is vital in our search-centric consumer world. According to Optify, “websites ranked number one received an average click-through-rate (CTR) of 35.4 percent; number two had a CTR of 12.5 percent; and number three had a CTR of 9.5 percent.” When you break it all down, having the number one spot will essentially bring you the same amount of traffic as spots two through five combined. That’s pretty incredible! To prove the importance of SEO for Ecommerce even further, just consider the fact that 44 percent of people begin…

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How to Master SEO for Ecommerce Product Pages