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Google Analytics Makes It Possible To Share More Assets Via Its Permalink Solution

Google Analytics announced it’s now possible to share more assets using the Permalink Solution. “Permalink has been around for a while as a means to share assets. We just enabled new asset classes – such as goals – to be shared via this functionality,” said Google…

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Rebuilding An HTML5 Game In Unity

When our HTML5 game Numolition was nearly done, we decided to throw it all away and rebuild it in Unity. That turned out to be an exciting and valuable experience, and one that I thought would be worth sharing with other Web developers. Come in, the water’s warm!

Why We Rebuilt Our HTML5 Game In Unity

Last year, we released a mobile game named Quento. It was written entirely in HTML5, wrapped in our proprietary PhoneGap alternative and launched in many app stores with mild success. The game caused me to jot down a few spinoff ideas. One that I particularly liked was a game with a stack of numbered tiles in which the player has to clear a level by combining numbers and tapping groups to make them disappear.

The post Rebuilding An HTML5 Game In Unity appeared first on Smashing Magazine.

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3 Tactics & 4 Tools to Lift Your Conversion Rate

With all the work you need to do to get the copywriting flawless, market your site and bring in traffic—wouldn’t it be nice if there were tools that would just do some of the work for you to lift conversions? Luckily, there are several. And some of them have done an incredible job of increasing [...]

The post 3 Tactics & 4 Tools to Lift Your Conversion Rate appeared first on The Daily Egg.

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Onboarding Emails: What Happens After They Sign Up For Your “Free Thing”

Think about every lead magnet you ever signed up for. Of all of those free ebooks, courses & discount codes, how many of those companies did you ever actually become a customer of? How many of them do you still buy from? I don’t know about you, but judging by my own inbox, what happens(…)

The post Onboarding Emails: What Happens After They Sign Up For Your “Free Thing” appeared first on ConversionXL.

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Smartphone UX: five key insights from UK retailers

Optimising or delivering mobile UX?

As I was choosing which usability test clips (we ran 120 usability testing sessions) to share in this post I was reminded of a video that Google posted a few years ago that drew a parallel between the online and offline checkout experience.

Its purpose, I think, was to help retailers ‘humanise’ some of the problems that Google Analytics was reporting.

The video, in case you skipped it, shows a customer at a supermarket checkout struggling with the assistant who characterises a slow online checkout with a bad UX.

The video conveys, in a compelling and funny way a simple truth: people will leave a website if it’s too difficult to buy.

But, isn’t that obvious? Surely nobody would purposefully design a slow/poor checkout experience (unless RyanAir could make a swift pound from upgrading you to the fast/good one)?

Why, as digital professionals, do we need a video to show us this? 

I started asking myself similar questions as I was choosing which video clips to include in this post:   

  • Why can’t smartphone users zoom in to see what they’re buying?
  • How come search is so difficult?
  • Has anyone actually tried to get to, let alone click on, a link in the footer?
  • Don’t these leading UK retailers know of these problems?

Perhaps they do. And perhaps as they incrementally improve their sites these issues will be addressed (since websites are, of course, never finished),

Or are we too early in the lifecycle of mobile commerce for retailers to concern themselves with optimising UX?

It may be, as was recently explained to me by an ecommerce manager, enough that there is sales growth: “we’ll worry about optimising as the growth plateaus”.

As you consider the five key insights I’m sharing from the report, please think about your own organisation’s attitude to mobile UX. Where are you on the continuum of merely delivering (at one end) to optimising (at the other) mobile UX. 

How we did it

The research was conducted in January 2014 using the WhatUsersDo platform and jointly published with Practicology.

Smartphone users were set common shopping tasks (such as find a product, add to bag, checkout, look for returns information) across 15 high profile UK retailer sites.

These sites included Amazon, Argos, ASOS, Currys, Debenhams, House of Fraser, Fat Face, Goldsmiths, Ikea, John Lewis, Marks & Spencer, New Look, Ted Baker, TopShop and Very.

Insight one: search usability

We found that many smartphone users shared the same expectations of site search, and that for some retailer sites (particularly Fat Face and TopShop) their experience of search was particularly poor.

We found:

  • Users expect type-ahead functionality on search fields.
  • Users expect to use search for both finding products and other on-site information e.g. returns, contact us.
  • Almost no users changed the way that the results of their search were displayed (such as switching from product image to product detail views). 

In this clip you can see one user struggling to even find the search box on TopMan. He eventually gets there after two minutes. 


Insight two: product image zooming

All users expected to zoom in on product images and we observed some particularly easy to use interactions (most notably on the Very site).

However, three sites were severely lacking and either did not support pinch and zoom or only provided a single product image. For fashion sites in particular surely this is a dead-cert conversion killer?

Who would buy a pair of shoes if you can’t really see them up close (see clip below)? 

Insight three: adding to basket

 There was a lot of user confusion when it came to adding an item to a basket (or shopping bag) with many users adding the same item more than once because they did not receive interaction feedback in a timely manner.

In the example below we can see one user becoming increasingly frustrated with the Fat Face add to bag (as they are forced to choose a colour swatch even when there is only one colour):


Insight four: omnichannel strategy vs real life contact us experience

When you work in usability there are times when it is best to shut up and listen to the users.

The following clip (where a user is working out how to phone John Lewis) is one of those times. 


Insight five: finding returns information 

We set users a task of locating the Returns Policy on each of the sites, since insight from other tests indicates that this is important for conversions.

As well as using the on-site search, users looked in both the main menu and then the footer for the Returns Policy.

We found that most sites did not provide a direct link and that returns was ‘hidden away’ in Help or Customer Services with some providing desktop only versions.

In the clip below we can see just how hard it is for this user to find returns information on the ASOS site.


What it all means

The table below outlines how well the 15 sites performed against the 11 different categories of interaction that users tested.

Mobile Usability Report

Nearly all of the sites have some way to go to optimise the smartphone experience for their users. Even Amazon performed poorly when it came to navigation and add to bag interaction.

However, there were many examples of emerging best practice, in particular the Argos and Currys’ sites performed particularly well (until Currys presented shoppers with a desktop checkout version).

If you’d like to see more from the report, which contains 12 recommendations to improve smartphone UX, it is is free to download here

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Hidden Value: What buried treasure are you ignoring in your marketing?

Read this MarketingExperiments Blog post to learn how to better reveal the hidden value your product or service has to improve your marketing efforts. Continue reading

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Why I’m Still In Love With User Testing

I’ve been doing user testing for (I’m afraid to admit) decades. And I still love it. It’s a great way to get feedback from people about how effective your design, your product, your assumptions are. In these days of Lean

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Loop11 is a proud sponsor of “You in UX” 2014

We are proud to announce our sponsorship of the 2014 You in UX Global Career Summit, happening online from May 5-22. This premier event features 40 UX leaders presenting on opportunities for attendees looking to learn more about professional UX …

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Sharing is Caring – Unleash your productivity with asset sharing in Google Analytics

Innovation happens on every level
Within your organization there are multiple people working on different sides of the same problem. Making it easy for people to quickly and effectively share innovative solutions is a key enabler for more productivity, and better decisions. 
We are proud to announce a series of asset sharing tools within Google Analytics. To spread all your innovative solutions and assets even easier. Our permalink solution is a simple to use and privacy friendly way to share Google Analytics configurations across your organization, and beyond.
Narrow the focus for precise insights
Our popular segments feature helps you to narrow the focus of your analysis. Are you trying to answer a hypotheses for new, or recurring customers? Is this report more meaningful if you focus on a particular region? By sharing a segment, you share a certain point of view on a problem. Invite others to your view by sharing a segment you built, or a custom report.
Define success, and spread the love
Goals in Google Analytics help advertisers to map real business value into a conversion signal. Track users site engagement, media interactions, or sales events through Goal tracking. Now it is easier than ever to share your success definition across other views, or with other people in your organization.
Capture everything with Custom Channels Groupings
It all starts with traffic to your website. You spend a tremendous amount of effort and resources on getting people to visit. Custom Channel Grouping within Multi-Channel Funnels enables you to identify everything, especially traffic that is custom to your business model. Sharing this important view is now easier than ever. Create a Custom Channel Grouping, and share this among your organization.
Assign partial value to your marketing efforts
Custom Attribution Models allow Google Analytics users to assign partial value to the channel interactions which drive business value. You invest time and effort to build a customized attribution model, which reflects the nuances of your business. Now it is easier than ever to ensure all stakeholders are working off the same consistent definition of attribution.
“Amazing feature! I tried it … and like it.”
Sebastian Pospischil Director Digital Analytics, United Digital Group
How it works
Permalink is a simple to use, and privacy friendly way to share configuration assets. When you ‘share’ an asset, we are creating a copy of that asset or configuration, and create a unique URL which points to that copy. The asset copy will remain private and can only be accessed by someone with the URL. If you want to share your asset, just share the URL. The recipient clicks on the URL, and will be brought to a simple dialog to import the assets into his or her Google Analytics views. This feature also supports Dashboard, and Custom Reports.
Check out our Solutions Gallery within your Google Analytics account via the “Import from Gallery” button or directly at the standalone site for inspiration, and consider sharing your own permalinks via the “Share in Solutions Gallery” link. 
Happy Analyzing.
Posted by Stefan Schnabl, on behalf of the Google Analytics team

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We Increased Our Conversion Rate 700% in One Month. Here’s How!

In today’s guest post, ZoomShift co-founder Jon Hainstock shares how user feedback helped his company increase customer conversion and improve their onboarding process. Enjoy! For SaaS startups, onboarding users is one of the most important parts of your business. You only … Read More Continue reading

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BrightRoll & Ifbyphone Announce Analytics Product Upgrades

Video advertising platform BrightRoll and voice-based automated marketing solution Ifbyphone both announced upgrades to their analytics offerings today. After recently partnering with Moat to deliver third-party viewability metrics, BrightRoll said it … Continue reading

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Why UX Designers Need to Think like Architects

April 23, 2014

During a recent conversation with my father-in-law, an architect with nearly 40 years of experience, I couldn’t help but notice the parallels between his work and mine. As he detailed his design process and thinking to me—sharing his extensive design insight—I was reminded of my own process and thinking. Obviously, the tangible results are quite different, but there is common ground in the way that we view the world, and the way that we think about design.

Architects are, of course, a type of designer, but the work of a good architect is not just about designing a space that is beautiful. It’s about balancing aesthetics with usability—precisely what we are tasked with as user experience designers. Moreover, architects solve problems, crafting solutions that embody balance. The late American architect…read more
By Rima Reda


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Practical Writing Tips to Boost Conversions

WriteDon’t make your visitors think.

This should be your mantra when deciding what goes to your website; and in copywriting, you need to do 2 things so you don’t overload your users:

1. Follow the F pattern
2. Make your content scannable. 

Before we dive in, let’s make one thing clear: you need to test your copy, especially for landing pages. If you have skipped this step in the past, there are easy conversion lifts waiting to be had.

Follow the F Pattern

We’ve talked about the F pattern before – people read from top to bottom, from left to right. Make sure you organize your content that way, too: copy pertaining to the most important tasks go to the top-left, and then work their way down to the less important tasks.

You can use survey tools to find out what the most important tasks are, or if you don’t have surveys, you can use Google Analytics, Site Catalyst or other tools to help you with the order, but you need to follow the way users read, especially for navigation pages like landing pages or product categories.

Make Your Content Scannable

Generally speaking, nobody reads on the web. There are exceptions like blogs or news sites, but even for those types of content, the best practice is to write like nobody consumes all the content completely – on the web, people scan. You need to help them do that:

  • Use bullet points where it makes sense to 
  • Don’t spell out numbers – people anchor against “4” better than they do against “four”
  • Write with image and image captions in mind – people anchor a lot of attention to images
  • Use bold where necessary, but don’t overdo it

Keep Your Content Consistent

This is especially important for ads and funnels. You need to think about upstream consistency.

If you have a Google AdWords or a display campaign ad, there are few things you can do that will be more damaging than not keeping the landing page headline consistent with the ad copy. The same is true for multi-step processes – you need to inform your users about where they’ve been, and where they’re heading, and that means paying attention to your language and topic consistency.

Break Only the Rules You Need to

For instance, you’ve probably been told pretty early in life that you need 3 or more sentences to form a paragraph.

You can ditch that rule.

Keep your content scannable. Not only are long blocks of text harder to read, they are much, much tougher to scan. Ditto for spelling out “three” in the statement above – that works out great, except for web writing, where attention anchors matter more than everywhere else, and visitors are actively interacting rather than passively consuming.

That said, you should get your “it’s versus its” and “who versus whom” straight – your visitors won’t scan any faster when your copy has errors like these.

No Marketing Fluff

There’s probably no way to say it better than the way Steve Krug has put it:

If you’re not sure whether something is happy talk, there’s one sure-fire test: if you listen very closely while you’re reading it, you can actually hear a tiny voice in the back of your head saying “Blah blahblahblahblah …. “

Really, it comes down to this: marketing fluff contains no useful information. If you recognize it on sections of your site, get rid of it.

The last thing you want to do on the web is make visitors exert effort to understand what you’re trying to say. So, make it effortless by following the F pattern, making the content scannable, and getting rid of text that does not contain relevant or useful information (you can always provide hyperlinks to click on if they want details).

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How to Do Content Marketing on a Shoestring Budget

“Content marketing” sounds expensive. For a lot of companies, it is expensive. Most of the businesses I work with aren’t exactly rolling around in piles of money. I get questions like this — “Where do I get the budget for content marketing?” “How can I afford this?” “Why is it so expensive?” “Is content marketing […] Continue reading

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Your Campaign Failed? GREAT!

“The problem with most copywriters is they don’t think in terms of selling,” says David Ogilvy in his video titled We Sell or Else. “They’ve never written direct response. They’ve never tasted blood.” When Ogilvy says, almost enthusiastically, “they’ve never tasted blood,” he’s talking about failure. Ogilvy founded one of the world’s most successful ad agencies, [...]

The post Your Campaign Failed? GREAT! appeared first on The Daily Egg.

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