Marketing to Convert Blog

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Usability Testing: Recap Webmontag Bonn

This post is a recap of Webmontag Bonn (October 21, 2019) that was dedicated to usability testing topics.

It started with a talk by the organizer, Lina D., that introduced general concepts of usability testing. Normally, it includes figuring out how intuitive a UI is, how users handle their tasks within a UI and what improvements can be possibly made. Some common methods include prototyping,…

It starts with a Z: Visual Hierarchy in Banner Design

Visual hierarchy defines the arrangement or presentation of elements on a screen by importance. More important elements are supposed to draw the attention of a website visitor first. UX designers use a a variety of methods to assign visual hierarchy to design elements (also see my post on UX design principles):

Color contrast

Light colors (less important elements) vs dark colors (more important…

Elements of a Marketing Strategy – Part 1

The diagram above demonstrates elements of a marketing strategy.

Below, I will explain it in more detail.

Product or service.Although it may sound strange, the first obstacle in creating a marketing strategy is to define what product or service you are going to sell. Sometimes companies are too quick to change or switch their product because they try to please the end customer. This can cause…

Recap: Meetup Agile Work on May 16

This is a recap of the Meetup Event “Agile Work meets Software Development” which took place at tarent solutions in Bonn on May 16, 2019.

The event was divided into two tracks (Agile Work and Software Development), each of them consisting of three sessions running in parallel. A video about this event can be found here:

  I…

Software Development: Measuring and Improving Your Code Coverage

Code coverage, also called test coverage, is a metric that measures the amount (percentage) of code executed during a given test. It helps you as a developer to have an overview of what and how you have tested and thus improves software stability and security.

What do you actually measure?

Control flow diagram

Below you will find some coverage metrics:

Statement coverage – the number of…

Six UX Design Principles in Action

Appropriate UX design should not only differentiate your brand but first and foremost be appropriate for your audience.  It should reflect their needs and expectations of the website and provide them with visual cues for interacting with the site.

Below I will outline some important UX design principles (based on UX & Web Design Masters Course) and will provide some examples using mymuesli site…

Website UX/UI Testing Parameters Part II

In the previous post, I covered the first group of website testing parameters. In this post, I will discuss compatibility, performance and security testing.

Check how your website is rendered through different browsersand if the website functionality is maintained. You surely do not need to cover all existing browsers, however, the website should be compatible with the essential browsers and…

Website UX/UI Testing Parameters Part I

UX/UI testing is an essential step in website development. You should plan for testing early in the process and decide what will be tested in addition to the tools you will use. Remember that you cannot test everything, so prioritization should also take place.

This post is largely based on a Udemy UX and Web Design Masters course and provides a basic framework for website testing.

This table…

You’ve Got Mail (Again): Pro’s and Con’s of Increasing Mailing Frequency

In Email Marketing, achieving optimal mailing frequency is a hot topic. On the one hand, sending emails more often can increase up-selling and cross-selling of products and strengthen customer relationship. On the other hand, companies are likely to experience negative customer reactions and lose their customer base, especially if the increase in frequency was too rapid.

In this article I will…

In this article, I will describe different metrics related to evaluating performance of email campaigns and how they can be improved. Here is a typical funnel of an email campaign – from mailing list to conversion: Subscription ⇒ Email Send ⇒ Email Delivery ⇒ Email Open ⇒ Email Click Through ⇒ Landing Page Visit ⇒ Conversion Funnel from Email ⇒ Conversion from Email Let us review sets of metrics…

Through the Looking Glass: Website Reporting Approaches

If you already have analytics system in place, it is time to think about reporting on your website. In this article I will describe some common approaches to reporting and analytics. Ad-Hoc Reporting: This type of reports is done only once, usually to answer a research question or after a major update. For example, if you want to find out where the site visitors geographically come from…

The How and What of Onsite User Surveys

Online user surveys are a cost-efficient way to gather not only quantitative but also qualitative information useful for business decisions.  There are two basic types of onsite surveys: website-related (UX/UI surveys) and offering-related (about the actual product or service promoted through your website). In this post, I will concentrate on the first type of questionnaires and give some…