How I’ve Built 5 Multimillion-Dollar Software Companies

hiten shah

Over the years, my co-founder and I have created three software companies: KISSinsights, KISSmetrics, and Crazy Egg. All three companies generate well over a million dollars in revenue and continue to grow at a rapid pace.

In addition to building three software companies, we’ve also bought two: Hellobar and Stride. Hellobar is worth over a million dollars. Stride doesn’t generate any revenue, but we recently received an acquisition offer from a Fortune 500 company for over a million bucks.

When we first started creating software companies seven years ago, not much information was available about what we should do. So, we learned by making mistakes. Luckily, we were able to figure things out, and our businesses thrived.

How to build a multimillion-dollar software company

Why should you have to learn by trial and error like we did?

Why can’t someone just teach you everything you need know about creating and running a software company from the ground up?

Someone can. I happened to know that someone very well.

My co-founder, Hiten Shah, is going to teach you everything you need to know about creating and running a software business.

Here’s what you will learn from him:

  • The processes we used to build five multimillion-dollar software companies.
  • How to find affordable developers and designers, how to communicate with them, and how to get them to build you saleable software.
  • The steps you need to follow to acquire customers on a consistent basis.
  • A high churn rate can kill a software company. Hiten will teach you how to keep customers longer.
  • The difference between free, paid, and freemium models and how to determine which one is right for you.
  • How to buy and sell software companies.
  • How to scale your software so it doesn’t break.

If you want to learn all of that and more, subscribe to Hiten’s newsletter. Or you can just enter your email below.

Conclusion

I love being a software entrepreneur because it’s fun and profitable. Being one will allow you to sell your company for a large multiple.

If you go on sites like Flippa, you can buy a web-based business for 1 times yearly revenue. Software companies, on the other hand, sell for 4 to 10 times yearly revenue. I know those numbers sound crazy, but it’s the main reason I’m in the software world.

Plus, the margins on some of these businesses are tremendous. For example, one of my software companies has more profit per employee than Apple. Sure, we are nowhere near the size of Apple, but we generate enough money so I don’t have to work ever again (assuming I don’t blow my money on material things).

Take it from me: if you want to learn about running a software business, Hiten is your best bet. He advises companies like WordPress and Buffer. He also helped Slideshare grow to a point that it was bought by LinkedIn for over $100 million. He did the same for Webs.com, which was also bought for over $100 million.

So, are you ready to build a multimillion-dollar software company?

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Owned Content: Lead Generation vs. Organic Visibility

If there is one thing I can most often guarantee, it’s that when I surf the search sphere for daily news I find articles about developing great content, how to be successful at promoting content, etc. It seems that many are hard-pressed to find that what angles and tactics will help them create that amazing, resourceful piece. However, with this topic heating up over the past few years, there is one thing forward-thinking Web teams are forgetting. What should we be doing to optimize our current content on our site that we own? The main issue I find is that sites have a wealth of content on their site but are too stingy with lead generation in mind to give way to search engine optimization benefit.

What Do You Mean “Owned”?

If we could bucket online marketing collateral into three groups, we would look at the three topics of Owned, Earned, and Paid. While Paid is of course the exposure we have to shell out dollars to receive, Earned media is what our brand, more specifically Owned and Paid, have built for us via user-generated content, social engagement, etc. I feel that Owned has taken a back seat to Earned as many yearn for social buzz bliss these days. Stepping back to look at all three media sections and how they may work together more efficiently, Owned is the foundation of all three and can be the catalyst for more Earned media as well as fodder for your Paid media effort. So, yes, “Owned” is a pillar we must not ignore and a great reason to rethink what we are doing with content that we own.

Lead Generation vs. Organic Visibility

As a visibility obsessed SEO by trade, when first engaging an organic campaign, I find all content owned by an organization that is not visible to search engines and then ask why? The common response for gated content is, “But, we want to use our content to generate leads.” Generating leads may be the main objective for a site, but we want to give search engines a little more to chew on so they can be vehicle to drive more of these “leads.”

Situation 1:

You have lead-gen content (whitepaper, webinar, etc.) linked from a page on your site. Once they click, the user is taken to a subdomain where there is a form for them to complete to receive the content. Many times I see that these form pages are on a subdomain because there is use of a marketing automation solution to house the content and for the collection of lead form data.

Solution:

A given piece of content in this predicament lives on a subdomain, which does not add weight to the parent domain or take advantage the authority of the parent domain, thus leading to less of a likelihood of ranking. Every lead-generation piece should have its own page on the parent domain with a keyword-rich summary of the piece alongside a framed form submission from the third-party automation solution.

Solution:

The content is gated to hold people away from the view of the content until you possess their lead data. Google will never be a lead for you, so why are you holding the content from them? With this in mind, place this content on the parent domain and allow the crawling of an entire content type. Yes, people will find the content in SERPs and get a free piece of lead-gen content. Guess what? You have them on the site now and if they liked what they got for free they will submit their information for more and may even peruse other content on your site.

Situation 2:

You have a gated community for your customers who use your products and you have provided a forum for their discussions.

Solution:

That is great that you have built a community to help customers and foster exclusivity. There is one user type you forgot to invite, though – search engines. Opening the forum to search engines and user-generated participation means that you have potentially released hundreds if not thousands of pages to search engines all containing topics that people are searching the Web for anyway.

Situation 3:

You provide a lot of content to site users through form submission and then upon submission provide the content in a PDF download.

Solution:

These PDFs are held in the arms of lead-gen greediness and in many cases the PDF folder is also provided for search crawler exclusion in the robots.txt file. Remove this exclusion and let the content be found by search engines. Yes, again, people will get free information, but provide a “like what you see” link on the PDF so that users can traverse back to the content type category page on the site so they can find other related content…and fill out a lead form.

Meeting in the Middle

What you can see with the aforementioned situations and solutions above is that both the sales team and the online marketing team can live in harmony. While you will lose some initial lead opportunities, you are opening the gates of search visibility to generate much more exposure and in-roads for many more users to find your content. Over time, you will find that your lead-gen sections of your site will see an increase in indexed content and a nice increase in organic referrals.



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6 Technology Skills Highly Desirable For a Social Media Consultant

social media consultantYou’re making a big mistake if you hire a Social Media Consultant without any technology skills.

Well, there’s a controversial statement to kick things off!

Maybe you’re a large business and you have a whole team of people looking after your needs online.  In this case, your Social Media Consultant wouldn’t necessarily need the breadth of skills that I’m going to talk about, but it’s still preferable if they do.

To be successful online, you need to be able to market your products and services correctly and doing this requires technology skills.  You can’t avoid it!

So, here are six technology skills your Social Media Consultant should have:

1. A Good Understanding of the Analytics Tools Available

You hear a lot of talk about how difficult it is to measure social media, but it’s an awful lot easier to measure activity online than to try to measure the impact of someone driving by a billboard!


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The tools that are available are getting better and we can certainly measure a lot of social media activity now.

Your Social Media Consultant needs to be very comfortable with opening up Google Analytics, setting up goals, monitoring trends and improving results.  They should be monitoring conversions from different channels to see which social media channels are most effective and making the adjustments as required.

They should be looking at assisted conversions to see which conversions took place that were assisted through social media activity.

They should also be taking out platform-specific tools and identifying what is working and not working and helping companies evaluate, in monetary terms, the value achieved through social media.

2. An Understanding of Search Optimization

You don’t need to be an SEO guru any more to optimize your content for Google.  If you are an SEO guru, you’re in danger of over-optimizing your content, which may affect your rankings in the future.

However, a consultant should be able to review your blog content and recognize major issues with its optimization.  If they don’t, then you could be writing all that wonderful content and getting a lot less traffic than you deserve.

If you look at your Analytics, you’ll probably find that the majority of your traffic does not come from social media, it comes from Google.  Social is great for getting people to hear about you but most of your traffic will end up coming from Google.

 

3. A Knowledge of Social Optimization

The optimization of content for social media is also increasingly important.  This can be just as basic as understanding the most important image sizes that you need to share on social media media channels.  It can also be more advanced knowledge where they understand the importance of adding tags to your content, specific to each platform, to help the platforms to understand more about the content shared.

For example, when using a tool from Know.em to identify issues with social media optimization, the following post scores 100%. This is because the Open Graph tags are all created correctly for the content.

 

Facebook Open Graph Tags

These are important tags to set up for your blog content

 

Does your consultant ensure that these are set correctly for each of the social networks you share content out to?

4. A Knowledge of Social Media Tools

A very good knowledge of the range of social media tools available is also essential.  Your consultant could be working two hours a day sharing content when they should be automating half of it using the tools available and reducing the time they are billing you from two hours to one hour a day.

Your consultant may not be aware of the social media analytics tools that will help them understand what works and doesn’t work, which would help them to implement corrective action.

Without a good knowledge of the tools available, they are shooting in the dark.

5. Strong Knowledge of Email Marketing and Marketing Automation

Unless you have the budget to bring in another consultant who will look after your email marketing and marketing automation, then you need your Social Media Consultant to have a good knowledge of these things, including an understanding of the best tools available for this.

Email marketing is an essential part of any social media marketing plan and it’s very unusual for a business involved in social media marketing to not have any email marketing.  To me, email marketing is a another way of socialising with your audience.

What are their recommendations for email marketing – MailChimp, AWeber, Constant Contact etc.?

What are their recommendations for a marketing automation tool – OntraPort, InfusionSoft, Marketo etc.

Even if you are not ready for a marketing automation tool now, when your audience grows you will need to move to a marketing automation tool and it’s a big bonus if your social media consultant already has expertise in this area.

6. Ability to Optimize Your Conversion Process

Your Social Media Consultant should do a good job at getting out the word about your content, and this will drive traffic back to your site.  But what if your conversion rates are low?  A conversion to you could be a sign up to your newsletter, a trial for your product or service, or a purchase.  There will be a process that leads to conversions.

  • What is the point of getting all this traffic if you don’t get good conversions?
  • Which split testing tools are recommended by your consultant?
  • What landing page software are they recommending?
  • What split tests are they setting up?
  • Which steps of your funnel are causing issues?

Your consultant needs to know the answers to these questions.

Summary

In an ideal world, you will bring in different people with different areas of expertise but, if your budget doesn’t allow this, then your Social Media Consultant will need broad technology skills.  In this article we have highlighted just some of the skills required.

Do you agree with what we have outlined above?  Would you add any other skills to the list?

We would love to hear your feedback below.

 

Business woman images by Shutterstock

The post 6 Technology Skills Highly Desirable For a Social Media Consultant appeared first on RazorSocial and was written by Ian Cleary

Google Pushes Back Against EU Publisher PR Offensive

eu-stars-bricks-ss-1920

Google Executive Chairman Eric Schmidt took to the Google Europe Blog this weekend to defend his company against a Europe-wide ad campaign that asserts Google has abused its dominant market position in search. It’s essentially a public appeal on the same terms being argued to the European Commission for why Google needs to be restrained.

Ironically (or perhaps not) the ad appeared in European newspapers, but not so far as I can tell online. Currently I’m in Germany and looked unsuccessfully for the ad yesterday.

Schmidt says in his blog post that he wants to provide “facts” to counter the European publisher assertions. Unlike the publisher claims, Schmidt argues, Google is not the “gateway to the internet.” He cites the fact that newspapers such as Bild, Le Monde and Financial Times “get most of their online traffic directly (less than 15% comes from Google).”

Schmidt goes on to say that consumer usage is highly diversified and by no means all about Google:

  • To book a flight or buy a camera for your next holiday, you’re as likely go to a site like Expedia or Amazon as you are Google.
  • If you’re after reviews for restaurants or local services, chances are you’ll check out Yelp or TripAdvisor
  • And if you are on a mobile phone — which most people increasingly are — you’ll go straight to a dedicated app to check the sports scores, share your photos or look for recommendations. The most downloaded app in Europe is not Google, it is Facebook Messenger.

He then explains what Google’s doing at the “top of the page” when it provides structured information (or ads) that push down publisher results. “[It isn't] true to say that we are promoting our own products at the expense of the competition. We show the results at the top that answer the user’s queries directly (after all we built Google for users, not websites).”

European publishers see Google trying to divert traffic that “should” be going to them. Yet Google is responding to market pressures and evolving user demands. In other words, Google is not directly trying to compete with European publishers; it’s trying to stay relevant to users. However the outcome looks the same.

That statement may sound naive to some. But I genuinely believe this is what Google thinks it’s doing. Mobile apps have endangered search usage and Google is fighting that existential threat with an all-out, multi-pronged plan that involves Android, Google Voice Search/OK Google, Google Maps, Google’s Search app and Google Now.

Google is “guilty” of having reduced some types of information to “commodity” status. Sports scores are one such example. It’s also partly true of general news and other categories of information.

Especially in a mobile context many users don’t care whether the baseball, NFL or World Cup score comes from a particular outlet or site; they simply want to know the score. That’s also true of the weather. Is it going to rain in New York today? I’m not really interested in whether that information is from Weather.com, Yahoo Weather or Accuweather.

However if I have a weather or sports app with great additional context and features I might go directly there instead of Google search. Google is fighting that change in behavior by trying to turn search into your “personal assistant” and providing lots of structured “answers” to user questions. This is the theme of the new Google TV/video ad campaign for its app (“ask the Google app”).

The weekend’s public-PR salvo against Google may be the opening of another “front” in Europe’s offensive against the company. Ultimately, however, Eu publishers need to focus on their own products and brands to strengthen their relationships with end users. Otherwise not amount of regulatory intervention or anti-Google PR will save them.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


(Some images used under license from Shutterstock.com.)

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Welcome WordPress 4.0 AKA “Benny”

Friday saw the release of WordPress 4.0 also dubbed as “Benny”, named after jazz great Benny Goodman. Further to the post that I wrote a couple of months ago – what can we expect from the latest version of the open source platform? Watching the video (below), we can see that the team at WordPress are making editing, creating and managing content into a more “seamless” process than in previous versions of WordPress. Let’s take a look at some of the features that have been refined since the Beta version was released.

Editing

In previous versions of WordPress, whilst editing a large post, the editing tools didn’t fit into the window.  This problem has been resolved, and they have now been made to stick to the top of the page so that they are close at hand for editing purposes. This is the same for the publishing options too, thus improving the “seamless editing of content”.

Embedding Media

The preview of embedded media is one of the key features to note. Previously, when embedding media you would only see the code within the editor. Now you can preview and see how any videos look within the editor (hopefully negating the need to preview the post). This also works for many embeddable media including Tweets.

Plugins

Finding the right plugin is made even easier in WordPress 4.0. Searching for a plugin via the admin interface now displays an improved view for available plugins. Viewing reviews of individual plugins is now possible within the admin interface rather than having to be redirected to another site.

Media Library

The media library has been made more intuitive. The endless scroll feature means that finding the right media is all on one page as opposed to flicking between many pages to find the asset you require. The grid view is also a great addition to the media library – being able to skim through the files in your library and edit them makes the new updated library much easier and cleaner than before.
Media_library_grid

Extras

There are also many ‘under the hood’ fixes in the latest release of WordPress. If you’re using the platform, be sure to update WordPress to avoid any security issues that may have been identified with earlier versions of WordPress.

The release video from WordPress

How to Upgrade

The upgrade process is an easy one. One option is to login into your WordPress admin system and click on the “Please Update Now” link. This will update WordPress automatically. There is also an option to download and install the update yourself, if you need some assistance get in touch.

Let us know what you think of the latest version below.

Benefits Of Choosing Airport Taxi Flat Rate Firms

There are times that a person would be traveling to a new location. Some would be going there because they wanted to relax. There are those which are going there because for a business trip. Regardless of the reasons on why they will go there, they would surely choose an efficient mode of transportation. There are different factors which would affect the decisions of the person about it.

Most of the time, planes would be chosen for it. It is best when they will be traveling on far distances. They also prefer this mode as they could reach the location in just a short span of time. There are airport taxi flat rate Toronto Pearson firms which could offer services to you. They would help you so that you would be able to be on time for your flight. They could take you on a certain area you want.

You may be confused on what you would choose as there are a lot of firms which could offer it to you. It would be difficult for you to pick the firm which can provide quality service to you. Remember that they may offer the same things but its quality would not be the same as others. It is recommended that you would research about it so you would have plenty of companies which you can choose from.

You could take advantage of the benefits which could be provided to you. Among the benefits this could provide is the assurance that you would be safe and comfortable. The vehicles have been checked before it would be hired by the clients. Each of the vehicle have been fully covered with insurance. It would help you in case you would experience any inconvenience while on the road.

Your time is among the important things they would consider. You just need to make sure that you would book for them ahead of time. It could be done over the counter. You could also search for their website to check if online booking will be possible. Indicate the time that you wanted to be picked up.

A reputable firm would always hire drivers which could do their work efficiently. You can be certain that they would be respectful and friendly to you. You could ask them if you need some assistance. If you are experiencing any difficulties, you can talk to them so that they can address that immediately.

Their vehicles also have GPRS. It would be helpful so they could easily locate the place. Usually, they would take an extra driver with them when they would travel on longer distances. It would help to prevent the driver from getting exhausted as this could be the cause for a road accident.

Some have additional services. You may use WiFi services, read newspapers or drink water. These are offered to ensure the comfort of their clients.

Choosing one would be good to ensure your safety and comfort. The ones who would be driving for you has the expertise on this. They are also following procedures to ensure that their clients would be satisfied of the service that they are offering.

6 Things I Wish I Knew Before Using Optimizely

Posted by tallen1985

Diving into Conversion Rate Optimization (CRO) for the first time can be a challenge. You are faced with a whole armoury of new tools, each containing a huge variety of features. Optimizely is one of those tools you will quickly encounter and through this post I’m going to cover 6 features I wish I had known from day one that have helped improve test performance/debugging and the ability to track results accurately.

1. You don’t have to use the editor

The editor within Optimizely is a useful tool if you don’t have much experience working with code. The editor should be used for making simple visual changes, such as changing an image, adjusting copy or making minor layout changes.

If you are looking to make changes that change the behaviour of the page rather than just straightforward visual changes, then the editor can become troublesome. In this case you should use the “Edit Code” feature at the foot of the editor.

For any large-scale changes to the site, such as completely redesigning the page, Optimizely should be used for traffic allocation and not editing pages. To do this:

1. Build a new version of the page outside of Optimizely

2. Upload the variation page to your site. Important: Ensure that the variation page is noindexed.

We now have two variations of our page:

www.myhomepage.com & www.myhomepage.com/variation1

3. Select the variation drop down menu and click Redirect to a new page

4. Enter the variation URL, apply the settings and save the experiment. You can now use Optimizely as an A/B test management tool to allocate traffic, exclude traffic/device types, and gather further test data.

If you do use the editor be aware of excess code

One problem to be aware of here is that each time you move or change an element Optimizely adds a new line of code. The variation code below actually repositions the h2 title four times.

Instead when using the editor we should make sure that we strip out any excess code. If you move and save a page element multiple times, open the <edit code> tab at the foot of the page and delete any excess code. For example, the following positions my h2 title in exactly the same position as before with three fewer lines of code. Over the course of multiple changes, this excess code can result in an increase of load time for Optimizely.


2. Enabling analytics tracking

Turning on analytics tracking seems obvious, right? In fact, why would we even need to turn it on in the first place, surely it would be defaulted to on?

Optimizely currently sets analytics tracking to the default option of off. As a result if you don’t manually change the setting nothing will be getting reporting into your analytics platform of choice.

To turn on analytics tracking, simply open the settings in the top right corner from within the editor mode and select Analytics Integration.

Turn on the relevant analytics tracking. If you are using Google Analytics, then at this point you should assign a vacant custom variable slot (for Classic Analytics) or a vacant custom dimension (Universal Analytics) to the experiment.

Once the test is live, wait for a while (up to 24 hours), then check to be sure the data is reporting correctly within the custom segments.


3. Test your variations in a live environment

Before you set your test live, it’s important that you test the new variation to ensure everything works as expected. To do this we need to see the test in a live environment while ensuring no customers see the test versions yet. I’ve suggested a couple of ways to do this below:

Query parameter targeting

Query parameter tracking is available on all accounts and is our preferred method for sharing live versions with clients, mainly because once set up, it is as simple as sharing a URL.

1. Click the audiences icon at the top of the page 

2. Select create a new audience

3. Drag Query Parameters from the possible conditions and enter parameters of your choice.

4. Click Apply and save the experiment.

5. To view the experiment visit the test URL with query parameters added. In the above example the URL would be: http://www.distilled.net?test=variation

Cookie targeting

1. Open the browser and create a bookmark on any page

2. Edit the bookmark and change both properties to:

a) Name: Set A Test Cookie

b)URL: The following Javascript code:

<em>javascript:(function(){ var hostname = window.location.hostname; var parts = hostname.split("."); var publicSuffix = hostname; var last = parts[parts.length - 1]; var expireDate = new Date(); expireDate.setDate(expireDate.getDate() + 7); var TOP_LEVEL_DOMAINS = ["com", "local", "net", "org", "xxx", "edu", "es", "gov", "biz", "info", "fr", "gr", "nl", "ca", "de", "kr", "it", "me", "ly", "tv", "mx", "cn", "jp", "il", "in", "iq"]; var SPECIAL_DOMAINS = ["jp", "uk", "au"]; if(parts.length > 2 && SPECIAL_DOMAINS.indexOf(last) != -1){ publicSuffix = parts[parts.length - 3] + "."+ parts[parts.length - 2] + "."+ last} else if(parts.length > 1 && TOP_LEVEL_DOMAINS.indexOf(last) != -1) {publicSuffix = parts[parts.length - 2] + "."+ last} document.cookie = "optly_"+publicSuffix.split(".")[0]+"_test=true; domain=."+publicSuffix+"; path=/; expires="+expireDate.toGMTString()+";"; })();</em>

You should end up with the following:

3. Open the page where you want to place the cookie and click the bookmark

4. The cookie will now be set on the domain you are browsing and will looking something like: ‘optly_YOURDOMAINNAME_test=true’

Next we need to target our experiment to only allow visitors who have the cookie set to see test variations.

5. Click the audiences icon at the top of the page

6. Select create a new audience

7. Drag Cookie into the Conditions and change the name to optly_YOURDOMAINNAME_test=true

8. Click Apply and save the experiment.

Source: https://help.optimizely.com/hc/en-us/articles/200293784-Setting-a-test-cookie-for-your-site

IP address targeting (only available on Enterprise accounts)

Using IP address targeting is useful when you are looking to test variations in house and on a variety of different devices and browsers.

1. Click the audiences icon at the top of the page

2. Select create a new audience

3. Drag IP Address from the possible conditions and enter the IP address being used. (Not sure of your IP address then head to http://whatismyipaddress.com/)

4. Click Apply and Save the experiment.


4. Force variations using parameters when debugging pages

There will be times, particular when testing new variations, that there will be the need to view a specific variation. Obviously this can be an issue if your browser has already been bucketed into an alternative variation. Optimizely overcomes this by allowing you to force the variation you wish to view, simply using query parameters.

The query parameter is structured in the following way: optimizely_x EXPRIMENTID=VARIATIONINDEX

1. The EXPERIMENTID can be found in the browser URL

2. VARIATIONINDEX is the variation you want to run, 0 is for the original, 1 is variation #1, 2 is variation #2 etc.

3. Using the above example to force a variation, we would use the following URLstructure to display variation 1 of our experiment: http://www.yourwebsite.com/?optimizely_x1845540742=1

Source: https://help.optimizely.com/hc/en-us/articles/200107480-Forcing-a-specific-variation-to-run-and-other-advanced-URL-parameters


5. Don’t change the traffic allocation sliders

Once a test is live it is important not change the amount of traffic allocated to each variation. Doing so can massively affect test results, as one version would potentially begin to receive more return visitors who in turn have a much higher chance of converting.

My colleague Tom Capper discussed further the do’s and don’ts of statistical significance earlier this year where he explained,

“At the start of your test, you decide to play it safe and set your traffic allocation to 90/10. After a time, it seems the variation is non-disastrous, and you decide to move the slider to 50/50. But return visitors are still always assigned their original group, so now you have a situation where the original version has a larger proportion of return visitors, who are far more likely to convert.”

To summarize, if you do need to adjust the amount of traffic allocated to each test variation, you should look to restart the test to have complete confidence that the data you receive is accurate.


6. Use segmentation to generate better analysis

Okay I understand this one isn’t strictly about Optimizely, but it is certainly worth keeping in mind, particularly earlier on in the CRO process when producing hypothesis around device type.

Conversion rates can vary greatly, particularly when we start segmenting data by locations, browsers, medium, return visits vs new visits, just to name a few. However, by using segmentation we can unearth opportunities that we may have previously overlooked, allowing us to generate new hypotheses for future experiments.

Example

You have been running a test for a month and unfortunately the results are inconclusive. The test version of the page didn’t perform any better or worse than the original. Overall the test results look like the following:

Page Version Visitors Transactions Conversion Rate
Original 41781 1196 2.86%
Variation 42355 1225 2.89%

In this case the test variation overall has only performed 1% better than the original with a significance of 60%. With these results this test variation certainly wouldn’t be getting rolled out any time soon.

However when these results are segmented by device they tell a very different story:

Drilling into the desktop results we actually find that the test variation saw a 10% increase in conversions over the original with 97% significance. Yet those using a tablet were converting way below the original, thus driving down the overall conversion rates we were seeing in the first table.

Ultimately with this data we would be able to generate a new hypothesis of “we believe the variation will increase conversion rate for users on a desktop”. We would then re-run the test to desktop only users to verify the previous data and the new hypothesis.

Using segmented data here could also potentially help the experiment reach significance at a much faster rate as explained in this video from Opticon 2014.

Should the new test be successful and achieve significance we would serve users on the desktops the new variation, whilst those on mobile and tablets continue to be displayed the original site.

Key takeaways

  • Always turn on Google Analytics tracking (and then double check it is turned on).
  • If you plan to make behavioural changes to a page use the Javascript editor rather than the drag and drop feature
  • Use IP address targeting for device testing and query parameters to share a live test with clients.
  • If you need to change the traffic allocation to test variations you should restart the test.
  • Be aware that test performance can vary greatly based on device.

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The Little-Known Secrets to Exquisite Lake Como

Lake Comoin Northern Italy, just North of Milan, is one of the most quiet areas in Italy to make your holiday dreams become a reality. This place is probably most famous for its spectacular scenery. A few bodies of water converge to join Lake Como to the towns of Bellagio, Menaggio,Tremezzo and Varenna. It’s quite simple to get around the entire lake using either the slow or quick ferry boats, from which you can get to any other town. Whether you’re residing in Lake Como or visiting one of many bordering towns, you’ll find each town full of ethnic sites and covered with spectacular views.

Getting Around the Lake

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At Cernobbio, north of Como, have a boat ride along the lake shores to view the various villas and gardens that are closed to tourists. You can even stay at the lavish Villa D’Este and see the passing celebrities, if you’ve got the funds. This villa is one of the top 5-star resorts in the world. Everyone seeing Lake Como will likely pass by the main railway station, which is a fascinating city in itself in Como. It’s fine cobble-stone roads which wind their way down to the lake.

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It’s possible for you to get by bus from virtually any other nearby city that is European easily to Como. In Italy, much like the train, most coaches will pass through Milan before heading out to Como. Our professional recommendation is to just travel with a reputable brand, like Eurolines, which brokerages many other bus companies. You’ll want from 50 – 60 minutes to get from Milan using any one of the six buses available daily to Como. Lake Como is similar to an inverted Y, and Bellagio is located near the branch. What better way to spend a summer holiday than at this resort town that is valuable?

The gardens are so picture perfect, you’ll wonder if you’re n’t in heaven. In fact you can spend your whole day just walking around the English gardens. You just need sixty minutes to drive from Milan towards the town of Como. Since it’s found on the southern point, from Como, it’s easy to get to any other town on the lake.

Lake Como has some quite lavish ancient resorts with brilliant lake views. The price range of these luxury villas ranges from costly to overpriced. Some villas are so old that they may problems with odors or other cosmetic issues. With the drawbacks mentioned, the locations of these villas make them extremely desirable lodging options. To make your trip all the more luxury, why don’t you arrange for private transport directly from your arrival airport?

Something You Should not Miss

During your stay in Bellagio, do check out Villa Serbelloni for an extremely classy experience. From April to September the spas and salons and the big gardens provide visitors the opportunity to appreciate a trip far from the mad crowds and close to nature immersed in one of the most amazing panoramas on the planet. You do not have to stay at Villa Serbelloni as there are many other recently renovated apartments to select from, to enjoy luxury in Bellagio.

Roofing with the best technology for good performance

Rubber roofs are gaining popularity for their durability and ease of repair. Rubber roofing is expensive, but when compared to wood shingles and taking into consideration the longer life span, it balances out.
There are many benefits to rubber roofing systems. The biggest benefit is that the system completely waterproofs our home. This is especially important for the flat roofs that tend to leak rather easily. It is also able to withstand extreme temperatures and is resistant to fire. Rubber roofs are energy efficient because they keep our home warm in winter and cooler in the summer. Before the installation begins, the substrate must be swept off and free of any debris or damage.
The EPDM (ethylene propylene diene monomer) single-ply rubber roofing membrane has been an appealing choice of the low-slope commercial roofing industry. EPDM rubber share a chemical structure that gives them an extra ordinary resistance to Heat, Cold, Sunlight and air pollution, ideal characteristics for a roofing membrane. It is ideal for roofs with poor drainage or where the water proofing is to be covered by gravel, soil, decks, or pavers. In addition, since it is fully UV stable, it can be used for fully exposed applications.
The main features of rubber roofing are; Long durability, easy way to fix, highly stretchable and flexible, resistance to ozone, resistance to sunlight and uv-radiation, environmental friendly and maintenance free. Durability, design versatility and installation ease are among the many reasons ethylene propylene diene monomer (EPDM) is the most popular material for both new and reroof low-slope roofing applications.
A flat roof is a type of cov&not;er&not;ing of a building. In contrast to the sloped form of a roof, a flat roof is horizontal or nearly hor&not;i&not;zon&not;tal. Ma&not;te&not;ri&not;als that cover flat roofs should allow the water to run off freely from a very slight inclination. Flat roofs are a popular style for many buildings, whether business or residential. They can indicate an architectural style anywhere. Integrating a flat roof as a green roof terrace, publicly-accessible area or even as a profitable solar panel roof optimizes the profits and benefits derived from the building. A flat roof can be strengthened either by reducing the span of beams that supports it, or by adding beams to reinforce the structure.
When you invest in a large building, maintaining the exterior features of a building need a lot of careful consideration which is why choosing the best commercial roofing is even more important. Dura-Ply has over 25 Years of commercial roofing experience. Providing flat roof system, rubber roofing and epdm roofing enhances the long life of your building.