The performance and effectiveness of internal marketing campaigns should be assessed, as this is one of the most powerful instruments for generating more leads, more conversions and more revenue on your website. In many cases, web analysts use Google Analytics’ UTM campaign parameters to track internal advertising. The problem is that UTM parameters are intended to be used in external campaigns. Unfortunately, they are not suitable for tracking internal campaigns. In this article, Christian Ebernickel will explain why you would corrupt your Google Analytics data when using UTM parameters for internal tracking purposes, as well as presenting the solution and including a precise description of all the necessary steps.
Read more…
Pricing isn’t a matter of calculating a rate based on hours spent or return generated. It’s your time, and if people are willing to pay, you can charge whatever you like. Paul Boag has read many posts about the pricing of a project. From value-based pricing, to billing around Agile cycles. These are all great approaches, but in this article, he is going to share with you the rather inelegant approach (which has allowed him to run a lucrative business for the last 15 years) he takes to the subject. It begins by knowing the minimum you have to charge per hour.
Read more…
How do you make sure the team gets up to date with everything that’s being released? As a team leader, Alecsandru Grigoriu was faced with a new challenge: making sure there’s enough recurrence in his team’s communication to facilitate the team’s development. Enter the weekly design meetings. Having a structure and a template to work with is not enough. They’ve settled on a few ground rules in order for the meetings to unfold properly. Looking back at the first 10 meetings, they went through over 100 resources and tackled 2 main design challenges.
Read more…
Wouldn’t life be so much easier if we didn’t need to get other people to buy-in to our work? Unfortunately, it doesn’t work that way, especially in digital. What we do involves so many different disciplines working together. We have to get the support of colleagues, stakeholders and management. In this article, Paul Boag will show you that there are things you can do to make life easier. We begin, by planning ahead.
Read more…
In this article, Steve Benjamins shows you what he discovered after asking the owners of several websites built with e-commerce software, if they’d recommend a particular software. Typically, they’d reply and I’d record their response in a spreadsheet (and personally thank them). Occasionally, I would even go on the phone to speak with them directly (although I quickly found out that this took too much time). Steve created a guide to help others find the e-commerce software that suits them best.
Read more…
As with any major project, a content hub should not be taken lightly. A hub acts as a tool to reinforce your brand. This is an opportunity to show your expertise in your field, providing knowledge and insight to your visitors. You’ll quickly learn the most popular subjects and gain an understanding of your key audience. Being prepared is key, and that means digging deep into your website to understand both the scale of the task at hand and what will be required to achieve your goals. This rigor and depth of understanding are not reserved for massive hubs, though — any website that relies on content would benefit from all or part of the methods discussed.
Read more…
Will the resources spent implementing app indexing for Google search be a boon or a bust for your app’s traffic? If your resources are limited and you’re wondering if app indexing would deliver enough traffic and installations to justify the effort, our experience would suggest you should focus on web content instead. In this article, Bryson Meunier will take you through a case study for app indexing at our company, the results of which may surprise you.
Read more…
You can facilitate kickoff meetings to improve shared understanding of a project’s goals and potential challenges. You can facilitate presentations to elicit more productive questions and feedback. Even impromptu discussions and group whiteboard sessions would benefit from better facilitation. In this article Brian Frank focuses on developing the soft skills to feel more comfortable facilitating UX design, research and strategy sessions. You don’t need to be a full-time facilitator or leader, or even a designer. These skills can be used by anyone in any role to inject more productive collaboration throughout their design process.
Read more…
There are several actions you should take when improving an app engagement, but one of the most crucial is to get up close and personal with users. If you don’t segment and personalize your users’ journeys, then you should expect lower rates of conversion and retention. Understanding the individual user’s journey and how they are using the app overall is key to personalizing your mobile app experience. Mobile users have high expectations of the mobile experience and brief attention spans, so careful personalization and in-context awareness are crucial for effective communication and engagement with them.
Read more…
Every $92 the average company spends attracting customers, a meager $1 is spent converting them. Real conversion optimization is rooted deeply in psychology. In this article, John Stevens will analyze seven psychology studies that date as far back as 1961. Each experiment raises principles that will help you boost conversions on your website. Effective conversion optimization goes beyond simply changing a button’s color or making a few tweaks here and there. The trick is knowing the fundamental principles that make people act the way they do. Hopefully, the psychology studies reviewed in this article will provide you with some practical insight to boost your conversion rates.
Read more…
