Tag Archives: office

5 Standard Pages on Your Website That Almost Always Suck – and What They Could Be Doing for You

5 pages

Word association: Content marketing. You’re thinking ‘blog post,’ ‘infographic,’ maybe ‘video,’ ‘white paper.’ That kind of thing. Right? Not FAQs, 404 pages, About Us… The thing is, those pages are content too. Visitors read them to learn, understand and make decisions. FAQs are one of the most underused content marketing opportunities out there. About Us pages? They’re an incredible opportunity to tell your brand’s story. Put like that, it seems obvious – yet they’re often a lifeless formality. It’s the same with 404s, out of stock pages and thank you pages: in each case, you have a visitor’s attention when…

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5 Standard Pages on Your Website That Almost Always Suck – and What They Could Be Doing for You

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.”

The post Conversational Design Essentials: Tips For Building A Chatbot appeared first on Smashing Magazine.

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Conversational Design Essentials: Tips For Building A Chatbot

Happy High-Converting Howl-idays from Unbounce [VIDEO]

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Working at Unbounce has its perks. But the best perk by far is working with some of the most talented, friendly people dogs.

There’s Darwin, Gonzo, Winnie, Tribble, Stella, Luna, Billy, Kiki, Carter, Izu, Mango, Leo, Ted, Bruno, Molly, Captain, Falcon, Timmy, Hambone and Lola… just to name a few.

Now you might think the life of an Unbounce office dog is all fun and games, but they’re expected to hit their targets just like the rest of us. In fact, they’ve been working tirelessly on a holiday campaign just for you.


So if you’re running campaigns and need to get a hold of us during the holidays, we’re offering email support during our office closure! Simply shoot an email to support@unbounce.com and the lovely peeps in Customer Success will get back to you. Check out our hours below:

December 24
8AM – 6PM PST / 11AM – 9PM EST

December 26 – December 30
8AM – 9PM PST / 11AM – MIDNIGHT EST

December 31
8AM – 8PM PST / 11AM – 11PM EST

January 2
9AM – 9PM PST / NOON – MIDNIGHT EST

January 5
5AM – MIDNIGHT PST / 8AM – 3AM EST

December 25 & January 1
CLOSED

And while we love delighting you all year long, we’re taking a little break from our regular publishing schedule to spend some time with our loved ones. But don’t fret, we’ll be back in action come the New Year.

So happy holidays, from our family to yours! And may you be blessed with conversions galore this holiday season!

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Happy High-Converting Howl-idays from Unbounce [VIDEO]

CSS Inheritance, The Cascade And Global Scope: Your New Old Worst Best Friends

I’m big on modular design. I’ve long been sold on dividing websites into components, not pages, and amalgamating those components dynamically into interfaces. Flexibility, efficiency and maintainability abound.

CSS Inheritance, The Cascade And Global Scope: Your New Old Worst Best Friends

But I don’t want my design to look like it’s made out of unrelated things. I’m making an interface, not a surrealist photomontage. As luck would have it, there is already a technology, called CSS, which is designed specifically to solve this problem. Using CSS, I can propagate styles that cross the borders of my HTML components, ensuring a consistent design with minimal effort.

The post CSS Inheritance, The Cascade And Global Scope: Your New Old Worst Best Friends appeared first on Smashing Magazine.

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CSS Inheritance, The Cascade And Global Scope: Your New Old Worst Best Friends

Disrupting the norm: 4 ways to tap into your team’s creativity

Reading Time: 6 minutes

It’s easy to get stuck in a work routine.

To go to the office every Monday to Friday, use a particular set of skills, sit at the same desk, talk to the same team members, eat at the same lunch spot…

While routine can be a stabilizing force, it can also lead to stagnation and a lack of inspiration (a worrisome situation for any marketer).

Companies take great care to put structures in place to improve productivity and efficiency, but too often de-prioritize creativity. And yet, creativity is essential to driving innovation and competition—two vital components of business growth.

At WiderFunnel, we believe in the Zen Marketing mindset. This mindset recognizes that there is an intuitive, inspired, exploratory side to marketing that imagines potential insights, as well as a qualitative, logical, data-driven side that proves whether the insights really work.

In order to come up with the very best ideas to test, you must have room to get creative.

So, how can you make creativity a priority at your company?

Last month, the WiderFunnel team set out to answer that question for ourselves. We went on a retreat to one of British Columbia’s most beautiful islands, with the goal of learning how to better tap into and harness our creativity, as individuals and as a team.

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It’s hard to not be creative with a view like this.

We spent three days trying to unleash our creative sides, and the tactics we brought back to the office have had exciting effects! In this post, I’m going to share four strategies that we have put into practice at WiderFunnel to help our team get creative, that you can replicate in your company today.

As Jack London said,

You can’t wait for inspiration. You have to go after it with a club.

An introduction to creativity

There are many ways to think about creativity, but for our purposes, let’s consider the two types of creativity: technical creativity and artistic creativity. The former refers to the creation of new theories, new technologies, and new ideas. The latter revolves around skills, technique, and self-expression.

As a company, we were focused on tapping into technical creativity on our retreat. One of the main elements of technical creativity is lateral thinking.

Your brain recognizes patterns: faces, language, handwriting. This is beneficial in that you can recognize an object or a situation very quickly (you see a can of Coke and you know exactly what it is without having to analyze it).

But, we can get stuck in our patterns. We think within patterns. We problem-solve within patterns. Often, the solutions we come up with are based on solutions we’ve already come up with to similar problems. And we do this without really knowing that our solutions belong to other patterns.

Lateral thinking techniques can help you bust out of this…well…pattern.

While structured, disciplined thinking is vital to making your products and services better, lateral thinking can help you come up with completely new concepts and unexpected solutions.

The following 4 tactics will help you think laterally at work, to find truly original solutions to problems.

1. Put on a different (thinking) hat

One of our first activities on the island was to break into groups and tackle an internal company challenge with the six thinking hats. Developed by Edward de Bono, the “six thinking hats” is a tool for group discussion and individual thinking.

The idea behind the six hats is that our brains think in distinct ways that we can deliberately challenge. Each hat represents a direction in which the brain can be challenged. When you ‘put on a different hat’, your brain will identify and bring into conscious thought certain aspects of the problem you’re trying to solve, according to your hat.

6-hats-creativity
The Six Thinking Hats.

None of these hats represent completely natural ways of thinking, but rather how some of us already represent the results of our thinking.

In our exercise, we began a discussion each wearing one of the six hats. As the conversation progressed, we were forced to switch hats and continue our discussion from entirely different perspectives. It was uncomfortable and challenging, but the different hats forced each of us to explore the problem in a way that was totally alien.

creativity_thinkinghats
Before we could have our discussion, we had to make our own thinking hats.
Our thinking cards.
Our thinking cards.

The outcome was exciting: people who are normally quiet were forced to manage a discussion, people who are normally incredulous were forced to be optimistic, people who are normally dreamers were forced to ask for facts…it opened up totally new doors within the discussion.

In WiderFunnel’s main meeting room, there are six cards that represent each of the six hats. Whenever I find myself stuck, dealing with a challenge I can’t seem to solve, I wander into that meeting room and try to tackle the problem ‘wearing each hat’. Disrupting my normal thinking patterns often leads to ‘A-ha!’ moments.

To encourage lateral thinking, you could: create something physical and tangible (cards, hats, etc.) that your team can utilize when they are stuck to challenge the ‘normal’ ways in which they think.

2. Solve puzzles (literally)

A man jumps out of a window of a 30-story building. He falls all the way to the ground and lands on solid concrete with nothing to cushion his fall, yet he is completely uninjured. How is this possible?

There are 20 birds on a fence. A woman shoots one of the birds. How many birds are left?

There is an egg carton holding a dozen eggs on a table. Twelve people take one egg each, but there is still one egg left in the carton. How?

During our retreat, we spent some time solving word problems just like these, in order to disrupt our day-to-day thinking patterns.

creativity_puzzle
A recently completed WiderFunnel puzzle!

Riddles like these challenge our brains because they are difficult to think through using straightforward logic. Instead, you have to think outside of the content within the puzzle and use your knowledge of language and experience to solve it.

Puzzles require you to use reasoning that is not immediately obvious, and involve ideas that you may not arrive at using traditional step-by-step logic.

When you are faced with a puzzle like one of the riddles above, your mind is forced to think critically about something you might otherwise dismiss or fail to understand completely.

The thinking involved in solving puzzles can be characterized as a blend of imaginative association and memory. It is this blend…that leads us to literally see the pattern or twist that a puzzle conceals. It is a kind of “clairvoyance” that typically provokes an Aha! effect.

– Marcel Danesai, Ph.D. in “Puzzles and the Brain

To encourage creative, critical thinking, you could: incorporate puzzles into your day-to-day. Email your team a word problem every morning, or set up a physical puzzle somewhere in your office, so that people can take puzzle breaks!

3. Unpack your assumptions

Often, when we are faced with a question or problem, we have already classified that question or problem by its perceived limitations or rules. For example, you have assumptions about your users (most likely backed by data!) about what they want and need, what their pain points are, etc.

But, these assumptions, even if they are correct, can sometimes blind you to other possibilities. Unpacking your assumptions involves examining all of your assumptions, and then flipping them upside down. This can be tough because our assumptions are often deeply ingrained.

On the island, WiderFunnel-ers listed out all of our assumptions about what our clients want. At the top of that list was an assumption about what every marketer wants: to increase ROI. When we flipped that assumption, however, we were left with a hypothetical situation in which our clients don’t care at all about ROI.

creativity_assumptions
Various WiderFunnel-ers unpacking their assumptions.

All of a sudden, we were asking questions about what we might be able to offer our clients that has nothing to do with increasing ROI. While this hypothetical is an extreme, it forced us to examine all of the other areas where we might be able to help our clients.

To encourage creative problem-solving, you could: advise your team to list out all of their assumptions about a problem, flip ‘em, and then look for the middle ground.

4. Think of the dumbest idea you possibly can

The worst enemy to creativity is self-doubt.

– Sylvia Plath

To wrap up day 1 of our retreat, we did an activity called Dumbest Idea First. We walked around in a circle in the sunshine, shouting out the dumbest ideas we could think of about how to encourage more creativity at WiderFunnel.

The circle was quiet at first. Because being dumb, sounding dumb, looking dumb is scary. But, after a few people yelled out some really, really dumb ideas, everyone got into it. We were all moving, and making ridiculous suggestions, and in the midst of it all, one person would shout out a gem of an idea.

For instance, someone suggested a ‘brainstorm bubble’: a safe space within the office where you can go when you’re stuck, and your co-workers can see you and join you in the bubble to help you brainstorm.

(We have since started doing this at the office and it has been awesome!)

I don’t know about you, but I sometimes limit myself during a brainstorm—I find myself trying to be creative while still being pragmatic.

But, when you give yourself permission to be dumb, all of a sudden the possibilities are endless. And I guarantee you will surprise yourself with the great ideas you stumble upon.

Encourage creativity by allowing yourself and your team time and space to be unapologetically dumb.

What are some of the strategies you use to keep things creative at your company? Have you tried or improved upon any of the aforementioned strategies? Let us know in the comments!

The post Disrupting the norm: 4 ways to tap into your team’s creativity appeared first on WiderFunnel Conversion Optimization.

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Disrupting the norm: 4 ways to tap into your team’s creativity

Designing Modular UI Systems Via Style Guide-Driven Development


Using a style guide to drive development is a practice that is gaining a lot of traction in front-end development — and for good reason. Developers will start in the style guide by adding new code or updating existing code, thereby contributing to a modular UI system that is later integrated in the application. But in order to implement a modular UI system, we must approach design in a modular way.

Designing Modular UI Systems Via Style Guide-Driven Development

Modular design encourages us to think and design a UI and UX in patterns. For example, instead of designing a series of pages or views to enable a user to accomplish a task, we would start the design process by understanding how the UI system is structured and how its components can be used to create the user flow.

The post Designing Modular UI Systems Via Style Guide-Driven Development appeared first on Smashing Magazine.

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Designing Modular UI Systems Via Style Guide-Driven Development

Happy High-Converting Holidays from Unbounce [VIDEO]

Unbounce holiday video

When you think of Unbounce, a few key things probably come to mind: landing pages, A/B testing, #CTAConf, exceptionally good looking people (okay, maybe not that one). But what about — dun, dun, dun — Canadian?

Yep, Unbounce is proudly Canadian, with headquarters in Vancouver, British Columbia and a satellite office in Montreal, Quebec. Move over, Silicon Valley, there’s a new tech hub in town… Icicle, err, Mountain Range. (Excuse the dad joke.)

In addition to wishing you a happy, high-converting holiday, we’re here to dispel and reinforce some Canadian stereotypes, including:

  • We are cold. Like, all the time.
  • We don’t live in igloos. I mean, that would be super cool, but where would we charge our smartphones?
  • We do wear an obscene amount of plaid. It is fashionable after all.
  • We don’t drink maple syrup. Because that would result in another Canadian stereotype: We all have diabetes.

But there’s more! So without further ado…

If you’re running campaigns and need to get a hold of us during the holidays; we’re offering email support during our office closure! Simply shoot an email to support@unbounce.com and the lovely peeps in Customer Success will get back to you. Check out our hours below:

December 26 – December 27
9AM – 9PM PST / NOON – MIDNIGHT EST

December 28 – December 31
8AM – 9PM PST / 11AM – MIDNIGHT EST

January 2 – January 3
9AM – 9PM PST / NOON – MIDNIGHT EST

December 25 & January 1
CLOSED

And while we love delighting you all year long, we’re taking a little break from our regular publishing schedule to spend some time with our loved ones. But don’t fret, we’ll be back in action come the New Year.

So happy holidays, from the Great White North! And may you be blessed with conversions galore this holiday season!

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Happy High-Converting Holidays from Unbounce [VIDEO]

Can SSL, Trust Seals and Other Security Indicators Increase Conversions?

Imagine you’re in the waiting room at the “Smiles 4 Dayz” dental office. There’s some standard elevator music playing, and everything seems pretty average.

Except that, as you’re filling out the new patient form, you notice there aren’t any dental school diplomas lining the walls of the office (not one…). Even more curious, the form lists the dentist as simply “Mrs. Liza Hoover,” not “Dr. Hoover, PhD, M.Sc.” Finally, when your name is called, the receptionist asks loudly for your social security number while others look on.

Visitor anxiety

Now, this is an exaggerated example, but these subtle (and not-so-subtle) red flags would likely have you questioning this dentist’s credibility.

Point being? You could be evoking the same type of visitor anxiety on your landing pages unwittingly, and losing out on conversions from visitors who can’t decide whether or not to trust you.

These days, 77% of website visitors worry that their personal data could be intercepted or misused online, so that lead gen form on your landing page could be causing more anxiety (and bounces!) than you realize.

Luckily, there are simple measures you can take to reassure visitors that your pages are secure — thereby increasing the likelihood of conversion.

SSL to the rescue!

SSL, or Secure Sockets Layer, is an industry standard security measure that creates an encrypted link between your landing pages and your visitor’s browser. It encrypts data in transmission and ensures that contact info sent through your landing page forms is secure.

Visitors to your landing pages can see whether you’re serving up secure page based on the ‘HTTPS’ and the small green padlock icon that’ll appear in the address bar:

Picture1

These two, small visual cues reassure visitors their contact info is safe when submitted through your landing page, and it’s been found that close to half of website visitors check for security indicators like these before they’ll hand over personal information in a form.

Does SSL impact the way visitors perceive your page?

Depending on the importance of perceived security in your industry, you could be leaving conversions on the table if you don’t serve up your pages securely. As GlobalSign, a web-trust certificate provider discovered, 84% of website visitors surveyed said they would abandon a purchase if they knew the data was going to be sent over an insecure connection.

Moreover, because Google prioritizes making the web a safer place for everyone, in 2014 they announced they were using HTTPS as a ranking signal in their search ranking algorithm. Although HTTPS was more of a lightweight signal than high-quality content, Google did say that they might strengthen the signal over time, and ultimately encouraged everyone to swap from HTTP to HTTPS.

As far as your landing pages are concerned, it can’t hurt to take security more seriously, especially in industries like healthcare, finance, security-related tech, and ecommerce (where faulty security can have much higher consequences than in other industries).

After all, your landing page for a finance product might not convert so well if visitors notice you didn’t care to serve it up securely to protect their personal information in transit. A quick swap over to HTTPS is a simple thing you can do today to improve your landing page visitor’s trust.

PRO TIP: SSL is enabled on Unbounce pages on Pro Accounts. Simply update all your current links directing to your landing page to begin with HTTPS, and you’re set!

What about trust seals?

Beyond changing your links to HTTPS, third-party security vendors often offer a security seal, or SSL badge, for you to feature on your ecommerce sites or landing pages with a bit of Javascript. These seals are often cited to correlate with higher conversion rates, but – depending on your use case – your mileage may vary.

Here’s a trust seal from GlobalSign as an example:

Picture2

The effectiveness of these trust seals seems dependent on whether they’re recognized (some are more recognizable than others), but also on their prominence and usefulness to your audience at a particular time in the buying cycle.

A seal accompanying a final purchase confirmation page may fare well, but could hypothetically decrease trust and conversions if you include it too prominently across a multi-step ecommerce experience. Displaying the trust seal repeatedly may make visitors curious as to why you need to repeat that you’re secure (rather than simply state it once during initial checkout).

Blue Fountain Media cited a 42% increase in conversions with their A/B test of a VeriSign seal (see their A/B test variations below), and US Cutter have reported conversion lifts of 11% with the use of a Norton trust seal.

Picture3Picture4

As with all things, however, running your own A/B test is the only way to determine whether security seals are a win for your landing pages.

Placement matters

As everyone will experience different results with a trust seal, it’s difficult to be prescriptive about their use. Chris Goward of WiderFunnel found, for example, that with one of their clients, a McAfee badge decreased conversions by 1.6%. However, as savvy commenters have noted, this could be due to the seal’s placement in the test.

You could choose to include a trust seal on a checkout or shopping cart confirmation page in the case of an ecommerce page, or you could simply swap all of your landing pages to HTTPS, skip the trust seal entirely, and see if you experience a difference in conversions. A simple swap to HTTPS might be enough for your audience to know you’re secure.

Note that if you do swap over to SSL, you’ll want to ensure all elements on your landing pages are secure (including videos, privacy policies, etc.) as the trust seal can’t be verified by a third-party security vendor if there are insecure items on the page.

Put your prospects at ease

When it comes down to it, security is becoming an increasingly important issue for people and marketers have to work to build their trust.

While design, copy and testimonials play a large part in conveying your company’s credibility, there are other factors to consider. Whether you’re creating a click-through ecommerce page, or simply collecting contact information through a lead gen form, you need to do everything you can to reinforce your trustworthiness and convey to customer that you care about their privacy and security.

SSL is just one way you can reassure your potential customers their info is safe with you.


Original article – 

Can SSL, Trust Seals and Other Security Indicators Increase Conversions?

92 Office And Business Icons To Spice Up Your Designs [Freebie]

Everyone loves a great icon set. Today, we’re honored to present to you two sets of office and business icons that can come in handy when designing apps, websites as well as for print.
Designed by Manuella Langella, this icon set is free to use for both commercial and personal projects, including software, online services, templates and themes.
Volume 1 contains 32 icons and has a slightly different style than volume 2, which consists of 60 icons.

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92 Office And Business Icons To Spice Up Your Designs [Freebie]

All You Need To Know About Customer Journey Mapping

“Stories have defined our world. They have been with us since the dawn of communication, from cave walls to the tall tales recounted around fires. They have continued to evolve, with their purpose remaining the same: to entertain, to share common experiences, to teach and to pass on traditions.”
Francisco Inchauste wrote those words on this article back in 2010. His post is just one of many on this website that talk about the power of storytelling to engage users.

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All You Need To Know About Customer Journey Mapping