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Article

Feb 28, 2023

11min read

Enrich Tech Teams’ Software Delivery Processes With Feature Flags

Anthony Brebion

Let’s face it, continuous delivery can put a lot of pressure on technical teams.

Release cycles are short, workloads are heavy, yet the results must perform optimally.

A small but powerful technique can help tech teams avoid delivery bottlenecks and safely release new features and that’s through feature flags.

Let’s talk more about feature flagging and how a feature management solution for tech teams can help streamline release processes.

What are feature flags, and why use them?

Feature flags are part of feature management and enable tech teams to manage a feature throughout its entire lifecycle.

You can use feature flags to separate feature release from code deployment and to turn features on and off at any time. This gives you full control over the release process allowing you to ship features to subsets of users and avoid the risky big bang release.

Therefore, there are many benefits to using feature flags, among them include the following three key benefits:

They are emergency switches. Have you ever seen the red buttons on big machinery labeled “Emergency Stop”? Feature flags are like these buttons for your software. Let’s say a new feature causes damage to your server. The solution: Deactivate the function using its feature flag without having to deploy any code.
They help reduce risks. Do you have a new idea for a feature but don’t know whether your users will like it? Use a feature flag to enable the feature only for a defined set of users. But there’s more you can do as feature flags can be used alongside a number of deployment strategies, such as canary deployments, beta programs, and A/B testing. They all help ensure a feature’s quality and performance before releasing it to your user base.
They support continuous delivery. Suppose your next release is imminent. Yet, one of the features is still under development. Sure, you could use complex feature branching and make sure they don’t go into production. But it would be a lot easier to only have the main branch, wrap the unfinished feature in a feature flag, disable it and still deliver your new release.

The role of feature flags in the bigger picture of product development

Some tech teams aren’t sure if the time invested in creating and maintaining feature flags is worth it.

Yet, feature flags reveal their true potential only when you combine them with other techniques. Thanks to progressive rollouts and server-side experimentation, you can ensure that your product meets users’ needs in the right way.

In the end, they allow tech teams to do their jobs more efficiently. Developers don’t need to worry about unpleasant surprises and the final ramifications of a release.

Other teams besides development teams can also reap their benefits as feature flags can be used across a number of use cases to suit each teams’ needs.

This is especially the case when you have an advanced feature management solution which gives all teams more control and flexibility over the release process.

Why is the need for dedicated feature management solutions rising?

More and more people around the world rely on software for their personal and professional lives.

The increasing demand also means that more software companies jump into existence, and the market is becoming denser.

You aim to continuously deliver products, updates, and new features to stay relevant and keep up with your niche competition. However, tech teams need reliable workflows and tools to get the desired results in this fast-paced environment.

While many companies did not have organized release processes in place a few years ago, the situation has changed since then. Today, many use continuous development and delivery to respond to rapidly changing consumer demands.

By integrating feature management techniques, you can further optimize these processes. But how can you use feature flags for your purposes? And how can you combine them with experimentation and progressive rollouts?

Yes, you guessed it: invest in a dedicated feature management solution. You have three options depending on your needs and resources:

1) Build a tool yourself from scratch

2) Create a platform based on adequate open-source projects

3) Use an existing third-party solution

In theory, you could build the platform yourself. But do you want to burden your tech teams with this complicated task?

You also need to consider whether you have the right expertise and resources available, and you will have to worry about ongoing maintenance. There’s a lot you have to think about, including the points highlighted below when it comes to the build vs buy debate.

The next section will look into how opting for an advanced third-party solution can help streamline your teams’ delivery and release processes.

Tackle the challenges of continuous delivery with a feature management platform

The challenges that tech teams have to face on a daily basis are manifold. But what difficulties do these teams meet in their day-to-day work with feature management? And how can a dedicated solution like AB Tasty help them? Let’s find out!

AB Tasty’s flagging functionality eliminates the risks of future releases by separating code deployments from feature releases so you can safely deploy new features anytime to anyone you choose. The platform is packed full of features and was especially built to cater to the needs of both development and product teams.

Product teams

Product managers often have great ideas but often, such ideas come with great risk. Feature flags are a great way for product managers and their teams to test out these ideas safely while collecting valuable feedback from real-world users.

In particular, feature flags provide value for product managers in two key ways:

Feature flags & progressive rollouts

You may be familiar with the following situation: Before you release a new feature, you want to test it with QA and a small group of users.

Since the tests produce good results, you push the new component into production. Unfortunately, the feature and your server configuration don’t play well together. Your server crashes. As a result, you may break SLA agreements with customers, lose money, and damage your reputation.

This is where feature flags can come to the rescue.

Once you notice the damage, you can disable the malfunctioning feature in seconds – without deploying any code – to avoid any major negative impact.

However, keep in mind that progressive rollouts can actually prevent this situation from happening in the first place.

With progressive rollouts, as the name implies, you can progressively release a feature to a specific audience directly from the AB Tasty dashboard by choosing each deployment step and the proportion of traffic allocated to your users.

This way, teams can identify any problems earlier when the feature is still being served to a limited number of users. Then they have the chance to react to this malfunction and avoid application downtime.

Feature flags & experimentation

Let’s imagine another situation. Your customers and stakeholders have a lot of feature requests and feedback on your product.

But even after you’ve categorized these inputs and boiled them down to a minimum, there are still plenty of different ways to turn them into reality. You’re also not quite sure which solutions will bring the best results. But, you are under pressure to act and have to deliver.

Experimentation helps you master this challenge.

With experimentation, product teams can compare different variations of features with users to reveal which one has the best positive impact. Afterwards, the better performing variation can be rolled out to the rest of your users.

Thus, experiments are a great way to help product teams to learn and prioritize resources allowing them to focus on what to optimize for the best outcomes.

Feature flags give you more control over the release process by running experiments on developed or modified features with a small subset of live users in order to see whether they’re performing as intended before going for a big bang release.

AB Tasty, in particular, offers server-side experimentation allowing you to run more sophisticated tests and advanced experiment capabilities. You can then conduct safe experiments for your features by setting up user-targeting and KPIs to track putting you on the road to quicker and safer releases.

CTOs & IT teams

CTOs want high-performing development teams to continuously deliver high-quality software. They likely have several teams under their wings that they expect to act independently and ensure release quality.

Modern software contains many feature flags that must be maintained over a long time. But how can CTOs keep track of things? A tool to collaborate with tech teams on release management would help CTOs save time and diminish costly misunderstandings.

Yet, the successful implementation and integration of such a complex tool into the IT landscape can represent a significant hurdle.

IT teams must have enough resources and expertise. In the long term, they have to spend a lot of time monitoring and maintaining the platform. Apart from that, IT teams already have their hands full with tasks for their company’s digital transformation.

A dedicated feature management tool brings all teams together on a common platform.

In this way, you can optimize the release times and minimize risks thanks to more efficient and effective collaboration and feature management.

Since AB Tasty is a managed SaaS, IT professionals don’t need to spend resources on maintenance. We take care of things for you and develop our server-side solution further so that you can always work with a secure and state-of-the-art solution.

Data teams

For data-driven product development, teams need to access relevant analytics data to check a feature’s performance.

For example, they need to analyze and assess user behavior in detail after a new feature has been integrated into a product. When testing new features, they need to activate and deactivate them and control what to test when and with whom.

Unfortunately, it is often impossible to simulate an identical copy of the production environment. This leads to inaccurate results, and lets teams make imprecise data-driven decisions.

With AB Tasty, data teams can comfortably analyze feature performance in a visual dashboard, set goals, and track them with real-time reports.

This way, they can ensure that the results align with business goals and find new ways to improve the product.

Finally, feature flags and progressive rollouts eliminate the need for staging servers and prevent inaccurate data. As a result, data teams can fruitfully improve the software by making appropriate data-driven decisions.

Development teams

Software developers should focus on building functionality, not fixing bugs from previous versions, and doing rollbacks.

Working with feature flags can also be very time-consuming, as software engineers shouldn’t lose track of the flags’ status. Moreover, the risk of unnecessary errors creeping into the software increases when working with large teams. As a result, developers may be discouraged from using feature flags due to the time pressure and perhaps no longer use them at all.

Additionally, bottlenecks in development can affect release times. Poorly structured release processes can also hinder development by preventing engineers from developing new features.

Finally, if there’s no suitable solution, these issues can affect the duration and regularity of release cycles.

Hence, development teams need a framework that allows them to enforce feature flag best practices, stay in control, and collaborate effectively with team members.

We understand that feature development and feature releases are two sides of the same coin. As a result, AB Tasty aims to bring teams closer together by collaborating on common matters in a shared tool.

To do this, they have access to all essential feature management tools by default. So there’s no need to invest manpower in building a solution themselves. We also make things easier for them by providing a visual dashboard for creating and managing feature flags with simple clicks – no code deployments required.

And since we have developed our server-side tool for developers, we offer them everything they need to work with the tool including:

Easy-to-use SDKs
Comprehensive documentation
API references
Other useful developer resources like this blog

QA & release teams

Without proper workflows, tech teams struggle to conduct controlled releases and experiments. DevOps spend a lot of time managing staging servers and keeping their configurations similar to production. Nevertheless, there’s a higher risk that tests run on staging servers will yield inaccurate results that lead to incorrect conclusions.

Yet, QA specialists and DevOps teams rely on A/B tests, canary releases, and beta programs to ensure that they deploy high-quality features securely. Often they don’t know about the current status or the use of a feature flag in the code either. Especially if they don’t have access to an overview of existing feature flags. As a result, it gets trickier to keep track of ongoing tests and deployments, and who can see which features at what times.

We designed our feature flagging platform to meet today’s demands for fast and continuous delivery. Our solution enables tech teams to collaborate in one place, monitor issues, and control each deployment in a visual dashboard. Release teams can thus keep full control over deployments and take full advantage of progressive rollouts.

Additionally, DevOps teams can focus on more important things than managing staging servers. That’s because AB Tasty eliminates the need to use these environments in the first place. Using feature flags in production, QA can always see how a feature works in its real-world environment and get accurate test results to work with.

The power of feature flags is at your fingertips

Feature flags are an integral part of modern product development, including experimentation and progressive rollouts. This simple technique is vital if you want to provide stable, high-quality functionality to your users.

Using a feature management solution, your tech teams can use a single tool to streamline workflows and communication. Regardless of a team’s tasks or focus, our feature management service has everything it takes to deliver the right features in the right way.

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Feb 27, 2023

13min read

10 Examples of Successful E-commerce Product Pages

Anthony Brebion

The conversion rate on e-commerce homepages is around 2-2.5% on average, according to a study from Adobe Business, while the conversion rate for visitors who land directly on a product page is around 7%.

Can you see the difference between these two types of pages?

Product pages are one of the most essential pages to continually optimize if you want to focus on boosting your e-commerce conversions.

In this article, we will be touching on what a successful e-commerce page looks like, five elements to focus on while optimizing your pages, and ten examples of effective product pages in action.

Let’s dive in.

What does a successful e-commerce product page look like?

Across all industries, the average user spends less than 54 seconds on any given page, according to a digital report from Contentsquare.

You have less than one minute to create a memorable experience and clearly display your information. For product pages, it’s clear to see why they need to be captivating.

The truth is that every second matters in the conversion journey.

So in order to capture your visitors’ attention, you’ll have to capitalize on five elements. Perfecting these elements will require testing and patience.

Want to get started on A/B testing for your product pages? AB Tasty is a great example of an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard, and determine which route will increase your revenue.

The 5 mandatory elements of an effective e-commerce product page.

1. Eye-catching, engaging visuals

It’s no secret that our brains love visuals since they process images much easier and faster than text. Images give us more context.

In fact, visuals are so deeply entrenched in our decision-making mechanisms that they should be a priority for any e-commerce website.

In order to provide your visitors with some eye-catching visuals for your products, here are a few tips:

Humanize the product

People love to envision themselves wearing or using a product. It gives them an idea of whether or not the product is a good fit for them. Thus, it’s important to remember to humanize the product to allow visitors to see themselves as potential customers.

Ecommerce Product Page

Use whitespace

Whitespace has many uses in graphic design, but most importantly, it helps the eye focus on what matters the most.

Adding whitespace strategically around your picture will help reduce noise and increase clarity when it comes to showcasing a complex product.

Less can be more.

Ecommerce Product Page Design Whitespace

Only use HD

It goes without saying that high-definition visuals are incredibly important.

Your potential customers should be able to fall in love with your product on any screen resolution. Give them your best!

Allow for zoom-in and zoom-out features

Many people are interested in details, especially when it comes to complex or expensive products.

Whether they’re looking for a closer glance at that little button on the side of the jacket, the texture, or the matte finish – allow your potential customers to zoom in and out on your products.

Add videos

More engaging than photos, videos also help you tell your customers a story.

Videos can help depict why your product is superior and what they get for $200. With that being said, video-making can be costly and time-consuming, so focus your efforts on your best-sellers.

Optimize your page for mobile devices

An astounding average of 56% of web traffic worldwide comes from mobile devices.

Mobile optimization has shifted from just an idea to a top priority. It’s essential to make sure that your product images and descriptions are responsive on all mobile devices.

2. A unique, awesome product description

A study led by Shotfarm showed that “detailed descriptions” ranked first in the top 3 factors that influence a customer’s decision to buy, higher than “reviews” (in the 2nd position) and “price” (in the 3rd position).

Simply put, your product descriptions should focus on their unique value proposition, i.e. their main benefit.

As you already know, an average visitor doesn’t spend too long on one page, so it’s important to be impactful.

As Neil Patel puts it, you have to sell benefits, not just features. This means that you have to emphasize the result, not the product.

Clearly, buyers are expecting to gain something from your product, and it’s your task to convince them that they will.

Let’s look at an example from Innocent:

In their product descriptions, Innocent emphasizes the few elements that make their smoothies “great” and “healthy.”

Ecommerce Product Description In the image above, you can see that they even highlighted in green that their smoothie is, “a source of vitamins C, B2, B3 and B6 which can help reduce tiredness and fatigue…”

3. Viral social proof

Social proof comes in many forms: reviews, customer testimonials, videos, ratings, etc.

It doesn’t matter what type of social proof you use, as long as it’s relevant to your audience.

Reviews and classic star ratings typically work well for most e-commerce websites as long as they are real and genuine, as most internet buyers are able to spot fake reviews.

4. Addictive product suggestions

Product suggestions are a great way to increase the average order value, cross-sell, upsell, and allow users to explore your products.

Therefore, it’s extremely important to display additional products on your product pages in case your visitors want to see something else.

Otherwise, you may land unqualified visitors on your product pages without giving them the opportunity to discover other products that would fit their needs.

In the image below, you can see that Pandora does a great job of suggesting related products for its customers. The outline is clear and evocative.

Related products on ecommerce product page

Jewelry maker Pandora does a great job at suggesting related products for its customers. The outline is clear and evocative.

5. Resourceful guidance & help

Can you guess the number one source of frustration for online buyers?

Not being able to touch or interact with the product.

To help overcome this lack of physical touch in an online buyer journey, your website should display clear information about:

Size guides
Specific materials
Refund policy
Shipping fees
Prices and VAT

Knowing this stumbling block for many online shoppers, it’s recommended for e-commerce brands to implement a live chat feature, or at least a very detailed Q&A, to help increase conversion rates and decrease abandon cart rates.

Now that you’ve been through the best practices of e-commerce product pages, it’s time to get inspiration by browsing our selection of effective e-commerce product pages.

Note: we’ll cover examples from various industries so that you, as a leader or marketer, can find inspiration for your field.

Let’s dive into our top picks for inspiring successful e-commerce product pages.

10 of the most successful e-commerce product pages

1. Apple – Technology Industry

When it comes to technology, Apple is a world-class example of best practices for e-commerce product pages.

apple product page

What we love:

Clean and refined design
The use of whitespace and large pictures
Lovely CSS animations
Good emphasis on benefits as you scroll down (not pictured above)

2. Transavia – Travel Industry

Transavia is a Dutch low-cost airline that is a subsidiary of the Air France-KLM group.

Their website showcases a lot of best practices to be applied to travel and airline companies.

While they’re many websites on the market, Transavia does a great job of converting visitors into travelers. Their website uses clever paths and UX design to lead you through your buyers’ journey.

What we love:

Engaging “3 parts” structure for clarity’s sake
Simple visual brand identity (green and blue)
Smart information hierarchy
User-friendly simplified search engine
TripAdvisor’s reviews integration

3. Bonnegueule – Fashion / Retail

BonneGueule is a French company specializing in men’s fashion.

While the company is still fairly young, it has rapidly grown into a 1M+ visitors/month e-commerce website, thanks to its amazing content marketing strategy and jaw-dropping e-commerce product pages.

Simply put, they use extremely long product pages where they cleverly use storytelling techniques, photos, and videos to justify the hefty price at which they sell their products.

What we love:

They display in-store availability
The clever size guide
The use of “context” photos
Amazing storytelling and videos

4. Peak Design – Fashion / Travel Accessories

Peak Design is an American e-commerce company that has successfully raised over $14M since 2011 thanks to its clever bags, pouches and travel kits made famous on Kickstarter.

Notice how clear and detailed their photos are, enhanced by the use of white space and a clear color code on the product page (black/red combo).

Travel Accessories Product Page

What we love:

A clear and clever layout
Generous photo gallery
In-depth, 6-minute-long product video
The emphasis put on benefits

What could be improved:

Large text paragraphs
Unclear information hierarchy

5. Luxyhair – Beauty

Luxyhair is an e-commerce website specializing in hair extensions – and it nails it.

The team cleverly uses a 3-step funnel prior to landing on their product page: First, you’ll start by choosing your collection, then your hair thickness, and finally your hair color.

This 3-step mechanism is a brilliant way to increase conversions by offering just the right product for any visitor.

What we love:

Seamlessly integrated product pictures
Useful information about shipping/return policy
Effective use of product video
Smooth integration of additional content (tutorials)
Complete FAQ
Amazon-like customer reviews and Q&A
Live-chat

6. Made.com – Home / Furniture

Made.com is a British home furniture e-commerce website renowned for its bold designs and web-to-store experience.

At first glance, you can tell that their visuals flawlessly blend with the product page. They’ve also added context-related pictures so that you can immerse yourself in the product.

What we love:

Clear shipping/return policy
Stunning visuals
Size comparison
Smart product video
Pictures from customers

What could be improved:

Adding instructions for product maintenance

7. Birchbox – Beauty / Makeup

This famous, subscription-based French-American website sells monthly beauty boxes delivered to your home with personalized products based on your preferences inside.

What we love:

Simple and clean visuals
Attractive layout and colors
Free gift offered with subscription
Complete FAQ
Instagram integration: good social proof

8. Asos – Fashion / Apparel

Asos is a UK-based company that also operates in the US and in Europe.

Their pledge to provide affordable designs and fashion helped them reach significant market shares in the fashion industry in several countries.

They opted for a rather simple but neat outline that successfully conveys their brand image.

What we love:

Distinctive, stary green call-to-action
Sober yet effective design
Plenty of context photos and a video
Product recommendations
Information about shipping & returns
Size guide

What could be improved:

Adding customer reviews on their product pages

9. Salesforce – Software, CRM, Business Solutions

We couldn’t end this article without mentioning at least one notable business solutions provider.

Salesforce is undoubtedly one of the most commonly used, famous CRM and sales management tools.

Their small business solutions product page quickly emphasizes the benefits over the features, such as: “Drive faster sales and simpler service with Salesforce Essentials.”

They also display actual results for their customers so as to convince them, even more, to subscribe: “+26% more deals, +32% happier customers.”

What we love:

Catchy, original designs
Real emphasis on actual benefits
Free trial
Video demo
Clear, straightforward pricing plans
Online chat + phone assistance
Genuine customer testimonials

10. Airbnb – Travel / Hotel / Accommodation

Airbnb remains a masterclass of UX design and product page efficiency from which a lot of travel or tourism-related websites can seek inspiration.

First of all, they kept an insanely simple and efficient page layout that makes it really intuitive to browse.

Then, notice how they’ve put the photo gallery at the top of the page? Airbnb knows that photos are the most important aspect of any travel website: visitors need to envision themselves swimming in that paradisiac pool.

Finally, Airbnb successfully mastered the art of utilizing customer reviews: they are deeply integrated into each product page (except when there are no reviews, of course…) so that their role as social proof is maximized: people just love to read reviews.

What we love:

Clear design, good information hierarchy
Flashy call-to-action
Seamless integration of travelers’ reviews
Convenient map at the bottom of the page
Similar listings to jump from one house to the other

Conclusion

After reading through this article, you see why e-commerce product pages are such a big deal. What works well in one industry may not have the same success rate in others. Due to this, it’s essential to know your customers and test different UX designs to see what gives you optimal results.

Optimizing these types of pages to suit your customers’ needs better is the best way to increase your conversions.

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Feb 22, 2023

12min read

How to Measure and Ensure New Feature Success

Rowan Haddad

In an age of rapidly changing demands and high competition, it’s imperative for all businesses to understand how well they’re performing and whether they’re moving in the right direction towards accomplishing their objectives and fulfilling customer needs.

To accomplish that, these businesses will need KPIs in the form of actionable data to give insights for every department on how successful they are in reaching their goals. These KPIs can take on various forms depending on the needs and circumstances of each business.

Put simply, KPIs are performance metrics that measure performance based on key business goals that are used as indicators into what your organization needs to achieve to reach its long-term objectives and make more informed strategic decisions.

Thus, their purpose is to provide data on various aspects of a business. In this article, we will focus on the KPIs designed to measure the core of your business: your products. In particular, we’ll be looking at how to measure the success of new features of your products to determine whether they have the intended impact on your business (and your customers).

How to measure new feature success

More often than not, product teams are working on optimizing and updating an existing product based on customer feedback. This means that new iterations of a product are released in the form of features.

We always hear about how to measure the success of new products but measuring the success of individual product features is just as important so teams are not wasting valuable resources by developing features that are actually not being used.

This article will go through some of the key KPIs that teams should be tracking to measure the success and performance of new features to ensure it meets consumer expectations.

Any feature you release should be tied to and aligned with the overall business objectives and consumer needs. This will then serve as the foundation for defining what the criteria for success look like.

Afterwards, you can determine the KPIs that will help you track the success of your product features, which are related to your organization’s overall OKRs and to analyze the impact your features have on your business post-launch.

Each KPI should have a threshold which is considered as good or poor performance and an action plan should be put in place in case a feature is not performing as well as expected.

Before going further into the typical KPIs to track for feature success, remember that the KPIs you choose should be: measurable, specific, relevant, actionable and align with overall business strategy and outcomes.

Setting the right KPIs early on is essential as they allow product managers to evaluate feature usage, engagement and user experience to gauge its success depending on what the objectives are. It gives teams a framework to start measuring the things that matter most to your business in order to make better informed decisions (and build better features).

In sum, to determine new feature success, you need to consider the following points:

The goal of the new feature– once you narrow down the objective of your new feature, it’ll be easier to determine which KPIs you need to focus on. Remember that your feature goal should be aligned with the larger business or product goals and overall product vision.
What KPIs to monitor
What success looks like– this will primarily depend on the goal of your feature.

The next section will highlight some of the key KPIs that will help you determine the success of your new feature.

Key KPIs to measure feature success

Usage KPIs

Active users

To analyze user engagement, you could start by looking at the number of active users who are using the feature. Active users are those who engage with your new feature and perform some kind of action. In other words, they are actively using the feature.

These can be divided into three categories:

Daily active users (DAU)
Weekly active users (WAU)
Monthly active users (MAU)

Session duration

You can also track session duration to measure the total time spent by a user using the feature. It can also give you an indication into how much a user enjoys the experience of using the new feature- whether they’re leaving right away or actually spending time using it.

The best way to measure session duration is to calculate the total time users spend in your feature divided by the number of users in a given time frame. You can then take the mean value to find the average time spent using your feature in a given session.

Average Session Duration= Sum of Individual Session Lengths / Total Sessions During that Time Frame

Number of sessions per user

You may also want to look into the number of sessions for each user in a given time period to hone in on those users that are using your feature more than once every day. Thus, this can reveal the popularity of the feature since the more a customer interacts with your feature, the more likely they are to remain an active customer.

To obtain this figure, calculate the total number of sessions in a given period divided by the total number of users in that same period.

You can also consider collecting their feedback to gain insights on what they like about your feature and the value they get from it, particularly from those who spent a considerable amount of time using the feature.

Customer KPIs

Customer retention

This refers to the percentage of customers retained within a specific time period. Tracking this KPI will help you determine how well your new feature resonated with your customers and whether it helped to improve retention.

This can usually be calculated by picking a certain period that you want to measure and then finding the numbers for:

Customers you had at the beginning of that period
Customers at the end of the same period
New customers added in that period

Customer Retention Rate= Total Number of Customers at the End of a Period – New Customers Acquired/Customers at the Start of the Period

Customer churn rate

Unlike retention rate that measures the percentage of customers who stayed, churn rate measures those you’ve lost.

A high churn rate usually indicates that your feature or product is not delivering the value expected and not fulfilling your customers’ needs. For example, if you measure churn rate after introducing your new feature, it can give you insight of how satisfied they are with this feature and how well it resonated with them.

To calculate customer churn rate, you start by finding the number of customers lost during a certain period of time and divide it by the total number of customers at the beginning of this period.

Customer Churn Rate = Customers Lost / Total Customers

Customer satisfaction

Using the Customer Satisfaction Score (CSAT), you can measure how satisfied your customers are with a specific feature- user sentiment.

Using a customer satisfaction survey, customers can rate their satisfaction on a scale from 1 to 5 with 5 being “very satisfied” (or sometimes on a scale of 1-10) as seen in the image below. The satisfaction score can then be calculated by dividing the number of satisfied/happy customers by the total number of responses.

For example, if the rating is from 1-5 then you would typically be collecting the total number of 4 and 5 responses for the “satisfied customers”.

CSAT score: (The Total Number of 4 and 5 responses) / (Number of Total Responses) x 100 = % of Satisfied Customers.

Thus, a CSAT survey could be used to ask customers to rate their experience with a new feature. Make sure you also follow up on low CSAT scores by reaching out directly to these customers to find personalized solutions to any issues they’re facing.

Net promoter score

The Net Promoter Score (NPS) determines customer satisfaction and sentiment by measuring how likely customers are to recommend your product to others on a scale from 1 to 10.

The NPS score can be calculated by subtracting the percentage of detractors– those who give a score of 6 or lower- from the percentage of promoters– those who give a score of 9 or 10.

While NPS is usually used to gauge sentiment for your product as a whole and overall customer experience, it can still give you an idea of how happy customers are with your product and could give you insight on how to improve it (by introducing new features, for example). This can be done by following up on customers’ responses to find out why they feel that way and the kind of features they’d like to see introduced to enhance the user experience.

Why is measuring success important?

As we’ve seen, there are a number of KPIs (among many others) you can track to measure your new feature’s success.

But, why is this so important?

The simple answer is that you’ve invested time, money and valuable resources to build this feature and so if it’s not performing as expected then it’s crucial to look into why that is in order to improve it (or in the worst case scenario, remove it altogether).

To delve deeper into the importance of measuring new feature success, tracking KPIs will help you stay on top of whether customers are actually using the new feature. For example, the usage KPIs discussed above will allow you to deduce whether your feature is receiving enough engagement from customers.

Setting clear KPIs and designated thresholds for these KPIs as well as an action plan early on will enable teams to ascertain a feature’s performance shortly after it’s released and make informed decisions quicker and more effectively.

Once you’ve decided on the KPIs you want to track, you should start thinking about the kind of tools you will use to gather the necessary data. This will depend on factors such as the resources you have at your disposal and how complex the KPIs you want to track are.

After collecting all the essential KPIs, it’s the product manager’s responsibility to provide information about the performance of the new feature and insights gained to all the relevant stakeholders.

Tips to ensure new feature success

Announce new features

The first step to ensuring the success of your new feature is to bring awareness to it. This means you should make sure you let users know that you’ve launched this feature by using multiple channels such as on your blog, social media or through in-app announcements.

This may not be necessary for every feature release. In other words, you want to be careful about sending out too many notifications about new releases so often, which could have the opposite effect and put off customers.

In your announcement, make sure you explain your feature in-depth; in other words, how it works and how it will change the user experience.

This is also a chance to collect valuable initial feedback that you can use to optimize your feature.

However, bear in mind the audience you want to target with your announcement. Some user groups may be more relevant than others for a particular feature release. Thus, be selective when it comes to bringing awareness to your new feature.

Set up tutorials and webinars for educational purposes

A great way to explain to your customers the value your feature brings to them is by releasing tutorials and organizing webinars to give a deeper look into the new feature.

This is a great way to get up-close and personal with your customers and have one-on-one interactions about the feature and get the in-depth feedback you need to optimize your features.

Segment users and gather their feedback

Once you start tracking KPIs, you will be able to determine what kind of users are most engaging with your new feature. You can segment users and place them into different groups such as those who engaged with your feature more than once, those who engaged once and those who have never used the feature.

Segmenting users this way will allow you to identify a usage pattern so you can deduce what kind of users are most likely to use your feature and allows you to collect actionable feedback from each of these segments to better understand how your new feature is being adopted (and why it’s not resonating with some).

While KPIs and metrics give you raw data to monitor what your users are doing, it’s important to put this data into context to get to the why.

Therefore, collecting feedback will help you iterate and optimize your feature for better results. It could also give you great insight on how to convert infrequent users of your feature to more engaged users, for example.

Opt for a “soft” launch

Sometimes, releasing a brand new feature may be a risky move. In this case, you might want to consider releasing this feature to a pre-chosen subset of users to collect their feedback and improve the feature based on the feedback before going for a full release.

For example, you could test internally within your organization. This way, internal teams can test out the new feature and learn more about it regardless of whether or not they interact directly with customers. This is also a risk-free release as you’re only testing within your teams, who in turn can give you the right kind of feedback to optimize your feature before releasing externally to customers.

Afterwards, you might still be wary about releasing your feature to all your customers. Luckily, there’s a foolproof way to release to a small number of your target audience and that’s through feature flags.

Feature flags allow you to put your feature behind a flag and toggle it on for a group of users to test it and monitor their experience and collect feedback by testing live in production.

When knowledge really is power

KPIs provide you with an essential framework to help measure feature success and allow you to identify areas for improvement to ensure customer satisfaction and loyalty.

As already discussed, there is no one-size-fits-all approach when it comes to choosing the right KPIs. It will largely depend on your feature goals, your overall objectives and the industry you’re in.

However, it’s best to make sure that they are not only aligned with your product and business goals but should also be focused on customer satisfaction and value. Ask yourself what you really want to learn from these KPIs and remember to put the user at the heart of whatever KPIs you end up choosing.

Tracking feature performance (and measuring its success) early on- or shortly after release- will put you on the right path to customer satisfaction and retention. With any feature you release, it’s important to look for ways of improvement and find the right audience that will most likely find value in it and use it.

However, remember that KPIs are valuable but are not sufficient on their own unless teams can extract learnings and insights from them as well as give context to them in order to drive your future planning and deliver better value to your customers.

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5 Ways to Detect Personalization Opportunities

AB Tasty

You know it best: shaping the customer journey on your sites or apps from search to cart has become key for conversions. That’s why you’re using state-of-the-art tools to collect data, run campaigns as well as experiment and personalize experiences. But these are just tools that help you execute your plan. A big part of your job is to think about and play with ideas to tackle your business goals around loyalty, conversions, and turnover.
Did you know that you can rely on your stack for shaking your ideation process and detecting ROI-driven business opportunities?
If you’re using AB Tasty, enjoy now tailored sources of inspiration available for you, such as the Audience Recommendation, available for websites in English and French.

Dedicated to letting your good ideas take flight, Audience Recommendation will quickly identify segments of customers that are likely to be leveraged efficiently in your conversion strategy. Once connected to your site, it will suggest ideas of audiences based on your visitors’ interests that are likely to be converted into a thematic journey.
But that’s not the only way to quickly find opportunities and turn them into wins.
Read this article that suggests 5 ways to detect personalization journeys that will help marketers meet their business goals.

1. Engage your consumers based on the content they like

Let’s say you’re in charge of an e-commerce website: clothing, shoes or books. Think about the wide range of products or services that are available. Thousands of references. Do your buyers browse your entire catalog before adding items to the cart? We doubt it. We rather assume on the one hand you deal with bestsellers items, and on the other you have niche, premium or overstock that have trouble selling. How do you handle them today in your conversion strategy?
Our suggestion: Come play matchmaking with AB Tasty’s Content Interest. Identify key audiences that are sensitive to content found on your site – and combine topic-interested visitors with these items that make perfect sense for them. Our in-house AI suggests building segments based on browsing and transaction history thanks to Natural Language Processing. And that enables you to think about customer experience differently, aligning visitors’ interests and business needs in deeply personalized campaigns.

But even better: you will always be aware of current trends on your site – therefore able to adapt quickly to these always-changing consumers’ needs.

Let’s take a look at a typical online store such as a shopping website for shoes, on which our AI runs for content interest. You can see below an example of content segments and the volume of views and transactions it represents.
Wearers of black leather boots? Or rather low-top sneakers? Associated views and transactions help you make decisions about campaigns you could be inspired about. Of course, content-based messaging, with relevant offers such as targeted discounts, free shipping, or loyalty points, is very likely to be effective.

2. Build the journey based on visitor engagement

Looking to seduce newcomers to engage with you? Or to reward those who are loyal to your brand? But there are also those who come regularly and never shop. Do you already have a strategy in place for your different groups of visitors?
With AB Tasty you can target shoppers based upon the profile they have with your site. Here again, our AI comes into action. It will automatically allocate traffic into 4 logic groups of users: Disengaged, Wanderers, Valuable and Loyal consumers. That means you can have a dedicated strategy for each group and deploy it easily, combined with dedicated triggers to increase even more campaign success.
Like these newcomers, you don’t want to scare them right? Let them browse a bit or take action before displaying your campaign. Timing is key!
A good use case? Kiehl’s Australia decided to display a specific message for those visitors that are navigating and revisiting but not buying, these are wanderers. “Still deciding?” Discover our latest limited time offers”. Using stress marketing and acknowledging the uncertainty of these shoppers combined with deep targeting options resulted in an uplift of 2,26% in transactions for the brand.

3. Seize the low-hanging fruits

They started shopping with you but left – and are now back on your site! Within AB Tasty you can very easily build campaigns based on abandoned carts, that target – as the name already says – those who were just one step away from completing their purchase journey. You can decide to target them all, or you could do different scenarios depending on cart value or numbers of items in the shopping cart.
Our secret tip for these? Experiment! Find out whether shipping costs, promo code or components of your checkout page can be leveraged to optimize conversions and re-engage on cart abandonment. You can trust our experience there: there’s nothing like A/B testing to know best what ideas work and what ideas don’t work.
Then, only you can really define what elements contribute to retaining abandoners on your site.

4. Rely on your experimentation strategy

We just mentioned it. Seems obvious, especially if A/B testing is part of your strategy, but analyzing campaign results in depth allows you to detect…ideas.
When you test ideas, while this idea might not prove consequently winning regarding the output on the entire audience, it still might be a large win for certain audiences, e.g. for mobile users against desktop users. Or for returning visitors rather than new ones.
When reading A/B test reportings, don’t forget to filter and narrow down to detect these opportunities. Because statistics can prove that the magic you were trying to achieve for everyone is at least working for certain groups of people.

5. Use the force of your datalayer

Segment, Google Analytics 4, Tealium, Mixpanel, …. No matter what solution you use to analyze, understand and follow your customers, you might have identified already interesting audience segments from your first-party data. Why not use these to run your personalization strategy directly on AB Tasty? Once you have connected your preferred solution there, you can launch campaigns on these segments (or cohorts or traits) and couple them with further targeting and triggering options.
Example? Imagine a site offering holiday flats to rent. They know when their loyal customers usually book their holidays. That’s why they run campaigns targeting either those who enjoy Summer or on those – in the screenshot below – who like booking their vacations when Santa is around. In the same spirit, we could also couple that targeting with a weather trigger – snow or sea alternatives when it’s raining on the favorite destination.
We could even make it snow on the screen with AB Tasty’s no code snowflake widget, but that’s a question of idea.

Looking for further campaign inspiration? Check out the 50 tests you should know or see for yourself the AB Tasty app in action!

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5 Examples of Email Remarketing Campaigns to Get Inspiration From

AB Tasty

Have you been dreaming of an email marketing campaign to generate more revenue? If so, you’ve come to the right place.

Whether you’re in B2B or B2C marketing, it’s no secret that email marketing is a super effective way to communicate with your customers on your terms.

In fact, according to EMarketer, 80% of retail professionals quote email marketing as their greatest driver of customer retention.

However, email marketing has evolved so much over the years.

In order to connect with your customers, increase sales, onboard customers, move buyers down the purchasing funnel, or achieve other goals, you have to get personal.

Consumers want personalized content; therefore, they’re likely to react better to all personalized forms of communication – specifically, email remarketing campaigns.

In other words, email remarketing campaigns are a great resource for you to connect with your consumer and generate more revenue.

Email remarketing defined

Email remarketing consists of capturing and using information about your customers in order to achieve better marketing results through personalized email marketing campaigns.

When a visitor browses a website, marketers can access navigation information using a browser cookie. A browser cookie is a small file that tracks behavior and actions for each visit.

Similar to retargeted ads, email retargeting campaigns use behavioral and action-based information to help tailor personalized email campaigns. However, email retargeting can also be used to generate retargeted ads on social media and display networks.

Now let’s discuss why you should use email remarketing.

Why you should start email remarketing

Email remarketing campaigns allow marketers to produce highly targeted, highly converting campaigns.

Because they work on the same principles found in retargeted ads, email remarketing can achieve better marketing results compared to traditional digital advertising like Facebook Ads and Google AdWords campaigns.

Let’s see what email remarketing can do.

1. Re-engage your customers

Let’s take a look at a typical situation: Most visitors visit one or two product pages before leaving your website altogether.

So, how can you re-engage these visitors?

Email remarketing can use tracked information to display relevant ads in emails. You can re-engage visitors by showing them special offers related to the product they just saw.

If used wisely, email retargeting helps your company re-engage inactive customers and increase customer retention among active users.

2. Achieve better clickthrough rates

Email remarketing allows for personalized and relevant ads.

According to data collected by SuperOffice, emails that are segmented, or targeted to a specific group of people, perform almost 40% better than a general email.

Imagine what you could do with a 40% increase in your open rate.

3. Drive more sales

With increased clickthrough rates and more chances to convert, your retargeted customers are likely to bring in more revenue for your company.

In fact, Hal Open Science reports that email remarketing conversions can help you increase your overall conversions by 10%.

That’s because your campaigns target just the right person at the right time.

4. Reduce shopping cart abandonment

One could say that email remarketing was basically invented to reduce cart abandonment.

According to the Baymard Institute, nearly 70% of shoppers abandon their carts. Email remarketing is a huge opportunity to remind shoppers of what they’ve been browsing and to recover this “lost sale.”

At the same time as you remind your customers about their desired products, email remarketing produces a fear of missing out (FOMO) effect. Your customer will feel light pressure as this might just be their last chance to buy that product at a discounted price.

5 examples of email remarketing campaigns

1. FOODPANDA: FoodTech

FoodPanda knows that hunger cannot wait. In the image above you can see that they retarget with two magical words: “FREE+DELIVERY”

A simple free delivery offer could be all it takes to convince your customer to try a new restaurant that they’re already been looking at.

2. DUOLINGO: EducationalTech

Duolingo remarketing email

Duolingo, a language-learning app, applies a different approach in its remarketing campaign: emotion.

If you haven’t used the app recently, they let you know that you haven’t been seen in a while and that it’s time to get back on track with your learning.

They even take it to another level by mentioning that you’ve made Duo the owl, the face of their app, sad because of your absence.

This is a great way to apply human emotion to a remarketing campaign to re-engage users.

3. DEBENHAMS: Fashion

cart abandonment email example

In Debenhams’ email remarketing campaign, they point out items a customer was browsing but that they haven’t added to their cart.

This email also includes enticing CTAs for buyers: FREE next-day click & collect and fuss-free returns. What more could you ask for?

Interestingly enough, this email doesn’t mention the customer’s name, but it still feels personal as it is targeted directly at customers viewing the product.

4. NIKE: Sportswear

In a similar fashion, Nike triggers a retargeted email after you’ve left some items in your cart.

While they don’t display your abandoned items, they insist on having you talk with a sales representative over the phone or through their online chat.

Finally, they also heavily highlight their “FREE SHIPPING – FREE RETURNS” policy in order to convince undecided customers.

This is especially important to highlight considering that shipping cost is one of the main reasons for cart abandonment.

5. FRESHBOOOKS: Saas

freshbooks email remarketing example

Want to retarget your own customers to upgrade to a new plan? Take a look at FreshBooks’ email campaign as an example.

With 19 days left in a free trial, they offer 60% off any plan for your upgrade. This not only entices the user with a discount but also reminds them that this offer is time sensitive according to how much of their free trial they have used.

Email retargeting best practices

Now that you have a few examples to start your retargeting campaigns, here are some best practices to keep in mind while you set them up.

Timing is everything: The sooner you can start your campaigns, the better. If you contact website visitors shortly after they’ve clicked off your page, they’ll be more likely to return and reconsider your products/services.
Keep it relevant: To be sure you’re targeting the right users, email segmentation is the best way to go. Segmentation is the process of separating the subscribers in your email list into smaller groups. This will help you be sure that you’re sending the right emails to the right people.
A/B test your campaigns: An A/B test will compare two versions of your email to test which one produces the best results. After a few tests, your team should start to identify trends and common patterns that lead to higher open and click-through rates.

Whether you’re looking to personalize your email content to capture customer attention or A/B test your subject lines to determine the best-performing phrase, choosing the right software will help you transform your ideas into reality.

AB Tasty is the complete experience optimization platform to help you create a richer digital experience for your customers — fast. From email remarketing to A/B testing your subject lines, this solution can help you achieve personalization with ease.

Connect with your website visitors

Whether an email remarketing campaign will be a new tactic for your team or you’re looking for some best practices to employ, these campaign examples will change the way you communicate with your consumers.

Relevant and personalized content sent at just the right time is key to generating more revenue with your email campaigns.

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What Makes a Great Product Lifecycle Manager

AB Tasty

We usually only see a product or service when it’s ready for consumption.

But to get it to the shelf—both physically and virtually speaking—an all-encompassing process must take place. Even once a product or service is fit for consumption, there are a number of key considerations to make to ensure its success and market stability.

Effective product lifecycle management (PLM) is integral in almost every sector imaginable. It’s the product lifecycle manager’s job to spearhead the entire process, from development to decline.

The purpose of this article is to discuss the importance of PLM as well as to look at the core duties of a product lifecycle manager and what skills make a great product lifecycle manager in the modern software development world.

What is product lifecycle management?

We will first start by defining what product lifecycle management is to have a better understanding of the role behind it.

Product lifecycle management or PLM refers to all the processes, methods and technologies that are used to manage a product as it moves through the typical stages of its lifecycle from development through its introduction and growth to its decline and retirement.

The image below helps to envision the different processes that occur at each stage of the product’s lifecycle.

The product lifecycle refers to the progression of a product through its typical 4 stages (introduction, growth, maturity and decline) as well as more complex processes that occur within these stages such as inception, design, engineering, manufacturing, sales and marketing and distribution.

PLM is what helps to manage that lifecycle by aligning people, data, processes and technology to seamlessly bring the product to market.

Having a thorough understanding of the different stages of the product lifecycle is vital when it comes to developing new products as it helps answer questions such as whether it’s worth building the product and whether it would survive in the market before investing valuable resources. Afterwards, the next stage of product planning and preparing forecasts can begin.

Therefore, PLM essentially provides a framework that organizations use to manage their products through the different stages of its lifecycle.

It encompasses all aspects of a product including planning, managing, designing, and marketing through the use of dedicated software products and solutions that provide a single source of truth and visibility for all relevant stakeholders to monitor and track any changes to a product.

Why is product lifecycle management (PLM) important?

We can look at product lifecycle management as the glue that holds the entire process together, from ideation and development to production, promotion, and beyond. Without an effective PLM process, it’s unlikely that any production or service would ever see the light of day.

Above all, PLM is used as a means to develop a strategy to make better and more informed decisions to optimize every stage of the product lifecycle by aligning processes, data and technology to help businesses maximize profits.

Because many departments are involved in product development, using a dedicated PLM software offers an all-around view of a product across various cross-functional teams to help them keep track of all products and their processes by allowing information to flow seamlessly between different teams.

The purpose of such software is to shorten product development time while enhancing communication among teams through high-level visibility. An efficient PLM system will compile all your product data into a single database- a single source of truth- and manage this information flow which all relevant teams can access throughout the entire lifecycle.

In that sense, an efficient PLM system has a number of benefits including:

Higher quality products
Enhanced information transparency
Optimization of processes and workflows
Improved product reliability
Improved decision-making and forecasting
Increased productivity
Increased innovation
Reduced time to market
Reduced costs
Reduced waste
Identification of new development and market opportunities

Thus, PLM serves as a backbone of any project to help teams cope with the increasing complexity and challenges of developing new products and quickly meet consumer demands through streamlined processes.

What does the role of a product lifecycle manager entail?

As we’ve seen, when it comes to realizing a product, service, or innovation, there are several processes and entities involved. It’s the responsibility of the product lifecycle manager to bring all of these elements together and ensure that every stage of the journey is optimized for success.

The role of the product lifecycle manager is as varied as it is vital, and there are a wealth of responsibilities involved which largely depends on the lifecycle stage their product is in. This means that the skills needed and decisions made will differ from one stage to the next and so the product lifecycle manager will need to smoothly transition as the product evolves and shifts to the next stage.

Thus, the product lifecycle manager is the one who is primarily responsible for managing a product as it goes through the different stages of its lifecycle. This means that they also oversee the work of the entire project team to ensure they successfully and effectively complete each phase of the lifecycle.

What is expected from a modern product lifecycle manager?

The functions of a product lifecycle manager differ from day to day according to business and product needs. However, the core functions of a project lifecycle manager include the following:

Introduction: Adopting the role of market or subject expert to get the product or innovation fit for the market. At this stage of the journey, extensive market research is required to identify gaps in the market and consumer needs as well as competitor analysis. The product lifecycle manager also needs to ensure that every department is working together cohesively for development, production, and launch.
Growth: Once the product is fit for public consumption, the product lifecycle manager will then establish a plan to promote healthy market expansion and scalability, supporting the necessary departments or entities in optimizing sustainable growth.
Maturity: At the point where the product in question is scaling and gaining momentum, the product lifecycle manager must work with internal and external stakeholders to sustain a market share and evolve the product’s commercial journey, thus securing a sustainable return on investment (ROI).
Decline: When a product or innovation reaches its decline, a great product lifecycle manager will assume the role of a solution seeker. At this stage, it’s the lifecycle manager’s job to formulate the best strategic outcome for the product—whether it’s a case of resurrection and redevelopment or phasing out.

Product lifecycle manager: Key attributes for success

Being a product lifecycle manager is challenging to say the least, but if you have the skills and talent to be great, it is a career path that will offer endless rewards.

Do you want to know what it takes to be a great product lifecycle manager? Here are the key attributes required for PLM success:

Qualifications and credentials

While there is no clear cut path to becoming a great product lifecycle manager, you will need relevant experience and qualifications related to product management and development to perform every facet of the job effectively.

It’s also imperative that you are digitally savvy. As such, to be a great product lifecycle manager you should be certified or well-versed in the technology, tools, and platforms that are standard within the sector.

If you work in a specific product niche, conduct extensive research and gain every relevant credential possible. Not only will this make you more credible, but it will also provide you with a level of working knowledge that will give you an all-important edge on the competition—the kind of edge that will empower you to streamline and optimize every initiative you undertake.

Continual adaptability

In the age of information, technology evolves at a rapid rate. That said, every great product lifecycle manager should be completely adaptable to change—evolving with ever-changing methods, innovations, and concepts on a continual basis.

As a product lifecycle manager, it’s vital that you invest ample time in developing your skills and keeping your finger on the pulse. A lifecycle manager must be robust and innovative, and to be an ongoing success must adopt a mindset of lifelong learning.

If you read regular industry publications, attend expos and webinars, and enroll in courses that will help you refine your existing skills (or learn new competencies), you will propel yourself from good to great.

Analytical skills

We live in an age rife with digital data.

That said, to be an exceptional product lifecycle manager, it’s important to possess a sharp eye and analytical skills to match.

At every stage of the production journey, data will empower you to spot emerging trends, identify weaknesses, and make informed decisions that will accelerate the success of the process. Moreover, by harnessing data analytics to its fullest potential, you will be able to work with key performance indicators (KPIs) to set success benchmarks and foster smooth collaboration between departments.

As a guide, here are the three key metrics you should know in great detail (these are particularly pivotal during the early launch and development stages):

Traffic to product pages: An indicator of engagement and product interest
Conversion rate: The percentage of users or consumers that take the desired action
Adoption rate: The rate at which a product is acquired and used in certain marketplaces

By developing a deep understanding of essential PLM metrics and learning how to extract every last drop of value from the data while working with dynamic business intelligence (BI) tools, you will gain a level of insight that will make you an incredible product lifecycle manager.

A way with words

When it comes to product lifecycle management, this is an attribute that people often overlook. But to become great, having a confident, articulate way with words is essential.

Almost every day in the working life of a product lifecycle manager is crammed with conversations, both in person and via project management platforms, remote conferences, and email exchanges.

As a product manager, it’s your duty to share and deliver a wealth of product-related information to a variety of stakeholders, both internally and externally. That said, you need rock-solid interpersonal skills, excellent public speaking abilities, and writing attributes that will allow you to adjust your tone or language depending on your point of contact.

Every great product lifecycle manager has an extensive way with words—in every situation and across all platforms. Work on these skills and you will accelerate your success in the fast-paced world of PLM.

Sales skills

As a product lifecycle manager, you will need to be able to sell a vision to potential partners throughout every project.

Naturally, having a way with words will help you sell your vision to potential engineers, manufacturers, marketers, stockists—the list goes on. But in the digital age, having digital selling skills is also imperative. These competencies include the following:

Targeted content creation to engage specific users and generate leads
Building trust through social media engagement
The ability to optimize conversions through innovative promotional campaigns
Superior digital research skills to understand your target sector on a deeper, more meaningful level

To generate and nurture leads across a host of touchpoints—from social media and email to mobile applications and beyond—you will need to have an astute ability to be persuasive and build relationships both in person and in a virtual sense. Acquiring this attribute will boost your career prospects, exponentially.

Accountability and the ability to lead

As a product lifecycle manager, the ability to take accountability and lead a project with respectful authority is perhaps the most important soft skill you can possess.

Not only will you have to take the helm concerning strategic decisions at every stage of the journey, but you will also need to guide each entity within any given project towards one common goal.

If a roadblock presents itself or an issue occurs, you must be accountable and take ownership. And, if you believe that individuals require additional support or guidance, it will be up to you to listen and offer mentorship—well, you will if you’re a great product lifecycle manager.

Moreover, at the growth and maturity phases of the lifecycle, you will need to display powerful leadership skills to spearhead new commercial relationships and reach bold new marketplaces.

Product lifecycle management: Unlock better & higher value products

Bringing an idea to life is no easy feat, and that’s an understatement. But with the passion, drive, and commitment to acquiring the right attributes, it is more than possible.

Expectations and demands for better products continue to grow and as organizations work fast to keep up, their product portfolio also grows and becomes more complex.

The product manager’s work is never truly done but having the right PLM system in place will help them meet these demands by ensuring that the entire organization is focused on producing high quality products that ensure customer satisfaction.

The whole process of PLM should primarily revolve around providing better value for your customers to truly have a successful product in your hands.

To deliver better value, it’s also important to collect feedback at each stage of the product management lifecycle as it helps teams to continuously validate and optimize their products and to reveal hidden possibilities and ideas for a product.

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1000 Experiments Club: A Conversation With Carlos Gonzalez de Villaumbrosia of Product School

AB Tasty

Carlos Gonzalez de Villaumbrosia is equipping the next generation of product leaders with data-driven strategies powered by experimentation.

Experimentation has paved the way for Carlos Gonzalez de Villaumbrosia, founder and CEO of Product School. Faced with a long career in coding after completing his degree in computer science, Carlos opted instead to continue his education at business school in Silicon Valley only to discover it lacked the hands-on practicality that he so enjoyed.

With his engineering and business school experiences, Carlos saw an opportunity to fill the skills gap between the two and launched Product School in 2014. Today, Product school is a leader in product management training with a community of over one million product professionals and a network of instructors from top global organizations such as Google, Meta, Netflix, Paypal, Uber and Amazon.

AB Tasty’s VP Marketing Marylin Montoya spoke with Carlos about the purpose, accessibility and implementation of experimentation as well as the growing need for product managers (PM) within organizations and how to succeed in this role.

Here are some of the key takeaways from their conversation.

Normalize experimentation within company culture

When we break experimentation down to its most basic level, we see that its purpose is to understand each user and provide a personalized experience that caters to their needs. There are no limits to this quest. Once you start experimenting, you can continue to refine the process, learn about different users and leverage the data to improve their experience.

This mindset should apply to the entire company culture, with both a top-down and bottom-up approach. Experimentation is not only reserved for engineers, designers and product managers. High-level executives should also be experimenting with business models, new offerings and new markets.

Being a data-driven company which supports experimentation at all levels is important because most experiments will fail. While that might sound intimidating, it’s actually necessary to embrace failure during the experimentation process in order to gather valuable feedback and improve.

Carlos suggests running multiple experiments simultaneously over a short period of time, as it allows you sift through the results and double down on the ideas that are working.

Having the support of the organization’s leadership team offers the psychological safety necessary for employees to really experiment. This sense of freedom is what enables the best ideas to surface and leads to better products and overall business results.

The democratization of experimentation

The scope for digital experimentation has expanded. Once reserved for engineers, experimentation is now accessible to product, marketing and content teams with the help of simplified tools.

With the rise of product tech came an increased need for product management and a greater demand for low-tech tools to facilitate independent experimentation. This advancement in technology means that various teams within an organization can run small sets of experiments without involving engineers and data teams.

While some scenarios may require a deep dive with the help of engineers, others may just call for minor tweaks and these low-code or no-code tools allow non-technical teams to advance autonomously. When teams are empowered in this way, they are able to ship a better product, faster.

These tools are also bridging the gap between large and small companies. It’s no longer necessary to employ an entire team of data scientists or engineers to run experiments. Technology enables creators to be self-sufficient and make changes of varying complexities from color and copy to page formatting in order to offer a personalized experience to the user, gauge their response and continue to adapt accordingly.

The key to success as a product manager

Product management is a multi-faceted leadership role, whose key responsibility is to hone in on the best ideas to improve a given product. Rather than conjuring the idea yourself, this involves gathering data and facilitating conversations within your team to bring these ideas to the surface.

With an increased demand for data products, there have never been more product management roles to be filled. Product managers find themselves positioned at the intersection of business, design, engineering, customer success, data and sales. If you’re looking to succeed in this role you need to be competent across the board.

Experimentation is a key skill to master as a product manager, alongside road mapping, data, analytics and prototyping. With a cohesive plan, the engineering and design teams can advance while you prepare the next iteration.

When considering which company to join as a product manager, there are a few factors to consider. What is the structure of the product team? What are their biggest experimentation failures or successes? What is the CEO’s attitude and background? How are business decisions made? Is the company data-driven?

Asking these questions will help you gather an understanding of the company culture, find out whether experimentation is supported by the top levels of management and identify how you can make an impact within the organization.

What else can you learn from our conversation with Carlos Gonzalez de Villaumbrosia?

Build vs. buy: how to allocate your resources for internal collaboration tools.
How Product School teaches experimentation.
How the integration of specialist tools in the tech ecosystem improves user experience
The future of product management: the next generation of PMs.

About Carlos Gonzalez de Villaumbrosia

Carlos Gonzalez de Villaumbrosia has been building global companies and digital products for the past 12 years. Following his higher education in Global Business Management and Marketing, Computer Science and Industrial Engineering, he founded Floqq, which was the largest online education marketplace in Latin America. In 2014, he founded Product School, the global leader in Product Management training.

About 1,000 Experiments Club

The 1,000 Experiments Club is an AB Tasty-produced podcast hosted by Marylin Montoya, VP of Marketing at AB Tasty. Join Marylin and the Marketing team as they sit down with the most knowledgeable experts in the world of experimentation to uncover their insights on what it takes to build and run successful experimentation programs.

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The Complete Guide to Generating Leads on Your Landing Page

Anthony Brebion

How many first-time visitors on your website convert into paying customers?

For most, the answer to this question won’t be too impressive. Thanks to lead generation landing pages, we don’t have to let this traffic get away.

Landing pages that generate leads are a great way to further nurture your well-deserved website traffic and share compelling content with them until they are ready to convert into customers. But, how can you get your visitors to interact with your landing page?

In this article, we aim to answer this question and provide you with 10 tips to increase your lead generation by optimizing your website’s landing pages.

Let’s get started!

What is a lead generation landing page?

A lead generation landing page is used to collect personal information and establish contact points to create as many leads (or prospects) for your business as you can.

Unlike a click-through landing page which serves as a “warm-up” stage before an action such as selling a product or service, the lead generation page is there to maximize the interactions between your visitors and your page in order to establish contact.

The main objective of a page like this is to collect personal information such as:

First and last name
Email address
Telephone number

For many activities, leads are crucial to business. No leads, no sales. Do you see where we are going with this?

And yet, many websites don’t focus enough of their efforts on attracting new leads.

This article will cover 10 tips to help you create top lead generation landing pages to allow you to stand out from the competition and to continuously attract prospects WITHOUT using AdWords.

10 tips to create top lead generation landing pages

1. Pay attention to your design

As we all know: a rough design does not inspire visitors to have confidence in your website.

If you want to generate more leads, you will have to start by working on your landing page’s design.

Your landing page design should be clear and understandable for everyone.

To create an impactful design:

Harmonize your theme’s colors
Clearly differentiate the “titles” of your paragraphs
Play on shapes and symmetry
Remember to let your text breathe to make it easy to read

If you are presenting several distinct offers, one tip is to highlight one in relation to others: focus your leads’ attention on a particular offer.

As an example, you can see in the image below that the LeadQuizzes website has created a landing page dedicated to their free trial. They use a green banner to highlight their intermediary offer to attract visitors’ attention to that offer as well as the free trial.

Pricing Page LeadQuizzes

However, the LeadQuizzes landing page remains clear and easy to navigate: the value proposition is shown in one sentence and the service’s characteristics are highlighted under the 3 offers.

2. Work on your call-to-action

The call-to-action is one major thing you need to pay attention to when working on your landing page.

As a reminder, a call-to-action is an element of your landing page that aims to trigger an action.

What does this mean exactly? Here are some call-to-action examples:

Subscribing to a newsletter
Completing a registration form
Signing up for a free trial
Buying a service/product
Reserving a service
Asking for a callback/contact

A call-to-action must be seen as the culmination of your business proposal. It is introduced by sales pitches and highlighted in relation to the rest of your page.

For example, in the image below, you can see the Trello site. Their landing page was designed to be as simple and as impactful as possible. There are two paragraphs of text, the first of which contains the value proposition in bold. Then, you can see the CTA in bright green that resonates with the “Sign Up” button that we can see in the upper right corner.

Call to Action Landing Page

For the call-to-action, we can see two elements:

The use of the imperative: “Sign up”
The presence of an argument: “It’s free”

Using the imperative is a method that often comes up when writing CTAs. The visitor will feel that they are being spoken to directly, which is more personal than the traditional approach of using the copy “Registration”.

3. Look after your forms

When it comes to landing pages to generate leads, the sign-up form is the final step to capture your lead. The quality of the form will determine if your visitors will be happy to leave their personal information.

The secret recipe for creating a great form that produces conversions is pretty similar to a good call-to-action.

Here are a few tips to help you create a form that converts:

Only ask for the minimum

Minimize the length of your forms. It is counterproductive to ask for too much information from your visitors as it can actually turn them away. A good form only asks for information that is really necessary for the rest of the process such as an email address, phone number, and first and last name.

Use buttons and checkboxes

Visitors do not like to write, especially if they are in a hurry. To maximize your lead generation, you can replace some fields with checkboxes. By using this method, you can choose the answers to check beforehand which will allow you to get better quality leads while increasing your lead count.

Focus on the benefits

Just like CTAs, highlight the benefits that your visitors will get if they sign up or give their personal information. Without a relevant value proposition, your visitors will not be as inclined to share their personal data. To increase your number of leads, don’t hesitate to offer a real counterpart such as an e-book, a newsletter, or even a free trial.

When visitors browse your landing page, they want to see what value they can receive from your product or service.

Many sites create landing pages explaining “what they do” but forget to talk about “what will change for their customers.”

Therefore, to generate more leads, focus on highlighting the strengths and benefits of your services. We often talk about the value proposition.

By formulating your offer in this way, you explain to visitors what will change for them and how you will make their lives easier. Nothing is more effective to convince them to try your offer.

Optimize for mobile devices

While the proportion varies by industry, many websites see half or more of their traffic arriving from mobile devices.

If you create a form, make sure that it’s responsive and that the mobile view is optimal. For more results, you can also create forms specifically designed for mobile devices.

A/B test your forms

Implementing changes to improve your forms is a good thing. But how will you know which changes are worth it?

For this, we recommend that you do A/B testing on your forms. An A/B test will allow you to compare two versions of the same landing page to find which one performs the best with your audience.

Want to get started on A/B testing for your website? AB Tasty is a great example of an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages, gather insights via an ROI dashboard, and determine which route will increase your revenue.

4. Add testimonials from real customers

Customer testimonials work as social proof – the more you leverage social proof, the more you reassure visitors of the benefits other customers have received from your product or service

Consumers are inherently influenced by trends and social norms when it comes to making decisions. Reviews, recommendations, influencers, and celebrity endorsements play a huge part in moving buyers down the purchasing funnel.

Related: See how NYX makeup scored big by using social proof in this LinkedIn post

5. Create limited offers

Creating a sense of scarcity and urgency is a great way to boost conversions. To increase your conversions easily, there is a trick of creating offers limited in time or quantity.

The purpose of a limited offer is to create a deadline to push visitors to take advantage of a tempting offer. This way, your visitors will need to make decisions more quickly while they discover your services.

On the Udemy site in the image below, the banner above the menu highlights a limited-time promotion: it says that a previous offer has been extended and expires in 20 hours.

Landing Page with Time Limited Offer

On the Udemy site, the banner above the menu highlights a limited-time promotion: it says that a previous offer has been extended and expires in 20 hours.

6. Pay attention to your conversion funnel

A conversion funnel represents all of the preliminary steps to a visitor’s action. In other words, it includes the whole process that turns a visitor into a lead or into a customer.

If you have a landing page or are planning to create one, we recommend that you read our guide to know everything about conversion funnels.

The general idea is to create a relevant conversion funnel from your acquisition channels to your landing pages. Here are some examples of simple conversion funnels:

A Google AdWords campaign targeted on a keyword that points to a landing page optimized for the same keyword.
A free e-book exchanged for an e-mail address that contains links pointing to one or more landing pages created specifically for your e-book’s theme.
A Facebook advertisement that targets a specific segment that directs to a landing page optimized for this segment of customers.

When working on your shopping funnel, pay attention to the consistency between your acquisition channels (the advertisements displayed) and your landing pages.

To maximize conversions, it’s important that the marketing message remains consistent throughout the conversion funnel.

7. Create relevant resources tailored to your target

There are many landing pages that just hit the mark. But those that stand out the most are those that provide their visitors with quality content adapted for their audience.

Providing resources tailored to your audience in exchange for their information is a great way to reinforce your authority in this area.

The creative possibilities are endless and varied depending on your topic, but the most common pieces of content to offer your visitors are:

Videos
Infographics
Guides
E-books
PDFs
Articles

8. Be bold: create a page for each customer type

If there is one mistake that shouldn’t be made when trying to generate leads, it’s believing that all segments of visitors to your site are the same and that they should be treated the same.

Personalizing the user experience is now key to standing out.

The first step in creating separate landing pages based on your customer segments is to understand which segments of visitors are browsing your site.

For this, Google Analytics can supply you with more information in the “Audience> Demographics” tab. You will obtain detailed information on the number of sessions categorized by age, sex, geographical origin, etc.

Once you have studied this aspect, all you have to do is create pages adapted to the different segments.

For example, if you know that part of your customer base is made up of seniors interested in buying second homes in Spain, create a landing page for them!

To find out more about personalization in e-commerce, download our e-book full of step-by-step personalization strategies.

9. A/B test your ideas to improve your conversion rate

A/B testing allows you to quantify your page’s performance by comparing two versions of the same page:

Page “A” – also known as “the control”
Page “B” – also known as “the variant” whose performance you want to measure.

Specifically, you have landing page A already, but you want to change the form’s CTA to increase the number of leads.

To accomplish this, you can use an A/B testing tool to create a variant of your landing page that will contain the CTA. Some of the traffic will be directed to page A and another to page B. After a few days or weeks, you get the results to see if page B has given you more leads.

10. Understand how your users behave

If despite using all of these tactics, your landing pages still do not convert more, it is possible that you have reached a ceiling. To break through, you will have to use new methods to understand what is preventing your visitors from converting.

You can use tools like heat maps or session recordings that help you visualize how people interact with your pages.

Heatmaps use color to show what elements or areas are most clicked, while session recordings record all your users’ actions as video. This way you see where they click, their mouse’s movements, on what areas of your site they are hesitating, or how they interact with your forms.

These tools are a great help to continue optimizing your conversions and make your landing pages true lead-generating machines. Want to find out more? See our article full of best practices to optimize your landing pages.

How to generate more leads on a website landing page?

Unfortunately, there is no strict formula that will produce an instant boost in leads, which is why we recommend A/B testing to see what brings you the best results overall. However, evaluating your website’s landing pages and implementing these tips are a good starting point on your journey to generating more leads.

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Understanding Bounce Rate to Improve It

Emily Healy

Bounce rate is one of the most important metrics used to understand how well your website is performing. It’s a type of web analytics metric that measures the behavior of visitors to a website or page within the website.

In this article, we will cover everything about bounce rates: how they are calculated, bounce rates vs exit rates, what is considered a good bounce rate, how to use web analytics for tracking and tips for improving this metric.

Let’s get started.

What is bounce rate on a website?

The definition of bounce rate is relatively easy to understand compared to other web analytics concepts. However, that is not to say that the data is somehow superficial or unimportant, as there are many insights that a bounce rate analysis can provide.

The bounce rate yields information on the behavior of a website’s visitors and how well the website is engaging them.

To “bounce” from a website simply means to leave before interacting with the page in some way such as leaving a comment, clicking on something, scrolling or visiting another page on the site.

In other words, to enter and to leave without engaging beyond the initial entrance of the website is a bounce. However, a bounce is not always a bad thing or a sign that the website is not performing well.

Each visitor to a website can be seen as a drop of water with the website presenting a surface that is either porous or waterproof. The goal of a website is to be as porous as possible, absorbing each visitor to the site with as relevant and interesting information as possible. Non-porous websites “bounce” visitors immediately, often indicating that the website is not performing as required and flagging issues that can be addressed with further web analytics.

How to calculate bounce rate

A bounce rate analysis is a very straightforward formula that can be summed up in a simple equation.

The number of visitors who leave a website after only visiting the landing page (the page that led them to the website) and not interacting in any way, is divided by the total number of visitors to the site.

Bounce Rate Formula

For example, if 40 visitors leave without being “absorbed” into further interaction with a site and there have been 100 visitors overall, the bounce rate will be 40%.

There are a few main ways that a visitor may bounce. For example:

Clicking on a link to another website
Clicking the back arrow that takes them to the previous page
Entering a new URL and hitting enter
Closing the browser or tab

One other way in which a visitor may bounce is if they stop interacting entirely, causing the session to time out.

Anything over half an hour of idle time is considered a bounce. Any further interaction after this time, even if it occurs within the site, is considered a new session.

Bounce rate vs exit rate

Bounce rate and exit rate are often thought to be synonyms, or at the very least that they ultimately provide the same data.

This is a huge error and can lead to false bounce rate analysis and poor decision-making.

The confusion is understandable, as both concepts seemingly measure similar things on the surface. However, the difference is quite profound and requires an understanding of what both metrics measure.

As previously described, bounce rate measures the percentage of visitors that leave a website before interacting with it in any way.

Exit rates provide information on specific pages of the website, measuring the percentage of visitors that left the site after viewing a specific page, no matter how many pages they have visited before in the session.

In other words, all bounces are exits, but not all exits are bounces.

Bounce rates are based on only sessions that start and end with one page. While exit rates calculate the last page visited in the user’s journey, regardless of the number of pages a user has visited during one session.

Bounce Rate vs Exit Rate

For example, let’s say a site has three pages named Page X, Page Y and Page Z. From Monday to Friday, the interaction might look something like this:

Monday – Page Y > Exit
Tuesday – Page Y >Page Z > Page X >Exit
Wednesday – Page X > Page Z > Page Y >Exit
Thursday – Page Z >Exit
Friday – Page Y > Page X > Page Z > Exit

The analysis would show:

Page X has an exit rate of 33% and a bounce rate of 0%.

Three sessions included Page X and one session exited from Page X.
There was no single-page session for Page X.
One session began on Page X, but it was not a single-page session, so the bounce rate is zero.
No visitor entered and left without any other interaction on this page.

Page Y has an exit rate of 50% and a bounce rate of 33%.

Four sessions included Page Y.
Two of those four total sessions exited directly from Page Y, so the exit rate is 50%.
The bounce rate is less than the exit rate because three sessions started with Page Y and only the single-page session led to a bounce.

Page Z has an exit rate of 50% and a bounce rate of 100%.

Just like Page Y, the exit rate of Page Z is 50% because four sessions included Page Z, and two sessions exited from Page Z.
The bounce rate is 100% because the only session that started with Page Z was a single-page session that led to a bounce.

High exit rates of some pages can be a good sign. For example, within e-commerce, leaving a page after completing a purchase is a good sign as it points towards a satisfactory outcome of a transaction.

Define average bounce rates

Defining average bounce rates can be a complex task. This is largely due to the fact that a high bounce rate for some pages, might be considered low for others.

Each case can be highly subjective due to the industry and purpose of the webpage. Certainly, bounce rate can only provide some information about a website’s performance and it remains highly important to use other metrics to fully understand visitor behavior.

Industry-standard bounce rates consider anything over 50% as high and anything between 20% and 50% as low, but it’s essential to go beyond this broad definition of what is an acceptable bounce rate.

Anything under 20% is likely an error and should be looked into.

What is a healthy bounce rate?

Rather than being concerned with an all-encompassing good bounce rate, a better goal would be finding a healthy bounce rate for each specific site and its unique goals.

The goal of 20% to 50% is not without merit, but it can be a superficial reading of behavior or almost impossible to attain depending on your type of page.

For an e-commerce landing page, browsing is often encouraged because it can lead to sales later on. Lower bounce rates will indicate that visitors decided to continue to look around rather than leave.

For other sites, like online recipe sites or information-specific sites, browsing is not likely. Therefore, a high bounce rate on these types of pages can be an indication that the visitor is satisfied having found the information they needed and bounced after.

Some websites are designed to be only one page, so it’s impossible to know what a “bad” bounce rate is when the design itself ensures it remains at 100%. In these circumstances, and those where a lot of information is presented on the landing page, other metrics can provide more relevant insights.

For example, it is always a bad sign if the visitor leaves within a matter of seconds. However, if they remain on the page for multiple minutes, the bounce rate might not be the best indicator that the site is not performing as desired.

To determine a high or low bounce rate, it’s important to consider the site’s purpose, the average bounce rate in your sector and typical user behavior. From there it will be easier to gain the appropriate insight that the data is providing.

Want to lower bounce rates by testing different aspects of your website? AB Tasty’s best-in-class customer experience optimization platform offers you an A/B testing tool that allows you to quickly set up tests with low code implementation of front-end or UX changes on your web pages. Go further by gathering insights via an ROI dashboard, and determining which route will attract customers and ultimately increase your revenue.

How to check the bounce rate of your website

Once you have defined what you consider to be your desired website bounce rate, the next step is to understand where to find the data.

Thankfully this data is very easy to find and comprehend in Google Analytics, which also provides a multitude of other data to help understand how well your website is performing.

Not being particularly familiar with Google Analytics should not deter you from using it. It is fairly self-explanatory once you have a grasp of the terms and purpose of the data.

Where to find the bounce rate on Google Analytics?

First, sign into the website’s Google Analytics page. Once there, select the “Audience Overview” tab, which also provides a variety of other metrics that can be of great use. From here you will need to choose whether you want to read the entire website’s or individual pages’ bounce rate.

For the entire website, simply click on the bounce rate metric, which will also provide a graph for the defined time period. The time period can be changed as required by the calendar at the top right of the screen and includes a customizable option.

For individual pages, click “Behavior” followed by “All Pages”, which will then provide a list of your website’s pages and their specific bounce rate. Much like understanding the website’s unique bounce rate context, this is also the case for individual pages.

Do all analytic software measure bounce rates the same way?

Google Analytics measures a bounce as a single-page session that has a duration of 0 seconds. Clearly, a visitor will not make any other actions during a 0-second time frame.

If you’re using another analytics software to do your website tracking, keep in mind that they may score it slightly differently.

Some analytics software do not have a time frame that they use to count a bounce. Rather, they rely strictly on the interaction of the visitor during their session. Both ways will calculate a bounce rate for your website, but it’s important to know the specifics.

The key takeaway here is not to compare results from one analytic software to another. Consistency is key to tracking your performance.

How to reduce website bounce rate

Once you have an understanding of the concept of bounce rate, the next question is “Why is my bounce rate so high?” And more importantly, “how do I lower the bounce rate?”

There are many methods that can help reduce your bounce rate, including simpler things like seeing which page is performing best and implementing some of its elements on other pages that have higher bounce rates.

Some other ideas will become self-explanatory, while others might require a little trial and error.

Here are a few ideas to try out:

Improve content

One of the simplest ways to decrease the bounce rate of a page or the entire site is to improve the content itself.

In some ways this should be self-explanatory: the more interesting and higher quality the content, the more likely the reader will stick around to explore what else the site has to offer.

Relevancy is also key. If your website is primarily about camping, publishing unrelated content, such as politics, is likely to be met with disinterest and repel visitors instantly. This will undoubtedly lead to a high bounce rate.

Content requires some planning and forethought if a site is going to “absorb” visitors.

Readability

Content isn’t just related to interesting posts or entertaining media, readability is also key.

Text-heavy websites might be full of amazing information, but unless the page is formatted to draw the reader in, the first impression might be a bit overwhelming.

Be sure to use some mixture of imagery, bullet points, subheadings, and bolded words. This creates a balance to attract and retain visitors.

Avoid the use of excessive pop-ups

Nothing cheapens the feel of a site like the dreaded pop-up, and this isn’t just the case for ads.

Pop-ups are distracting, appear pushy and ruin the flow of the experience for a user. There is nothing quite as infuriating as having to click away one or several flashing online forms while trying to read something else.

Pop-ups do have their place, and when used at a minimum. They can help grow a subscriber list with a degree of effectiveness. If you like the idea of pop-ups but want to try something different, there are more effective measures such as email campaigns or personalized banners. By implementing one of these campaigns, visitors have the option to interact with an element after they’ve had a chance to engage with the content.

Targeted keywords

Lowering the bounce rate will always require a mixture of tactics, but one of the most reliable ways to do it is by targeting keywords.

The key to using keywords effectively is relevancy, so it is not just a matter of throwing as many keywords at the problem as possible. There is nothing more likely to lead to a high bounce rate than keywords that draw in visitors that are not interested in a website’s content.

The best place to begin is the use of high-value traffic/low-competition keywords. But, how do you find out what these are for your site? Well, it isn’t as complex as you might think. Google Keyword Planner is the perfect tool to implement targeted keywords for your site, and it’s free to use for Google account holders.

Lowering bounce rate with meta descriptions

Meta descriptions are the information that appears under the title of a website in a Google search. They add some depth to the description of a website presence on a search page and are therefore essential in garnering relevant traffic.

Meta descriptions do not rank by keyword, but they filter out traffic that will likely bounce, while also drawing in those more likely to interact. Remember that meta descriptions only show up to 155 characters. Target them to get the right information across to users who aren’t as likely to bounce.

Understanding bounce rates

As you can see, bounce rates can provide a lot of insight into your website’s performance.

Although there is no magic number to indicate a “good” or “bad” webpage bounce rate performance, you can determine your own baseline metrics based on each page’s purpose and past performance.

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Jan 19, 2023

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Top 7 Myths About DevOps

Rowan Haddad

With the rising popularity of DevOps practices in the modern software development world, it’s no surprise that there’s a lot of myths surrounding the concept of DevOps.

In other words, there’s a lot of confusion about what this concept entails. What does it actually mean when we talk about a DevOps team or organization? Even with its widespread adoption and implementation, there are many misconceptions and confusion as to what the term actually means, how it can be implemented and by whom.

However, one thing’s for certain. DevOps, when properly implemented, can bring a great number of benefits and value to teams and customers alike. Thus, this article seeks to address its most common misconceptions so teams can better understand this concept and reap its benefits for more efficient and streamlined processes.

Before we get started, let’s quickly go over what DevOps actually is to allow us to debunk its most common myths.

DevOps, from its name, comes from a combination of development and operations with the purpose to promote better collaboration and break down communication barriers between these teams for enhanced productivity.

Today, DevOps has become an umbrella term for an approach which encompasses a set of tools, practices and culture that aim to increase teams’ ability to deliver higher quality software quickly to end users.

Next, we will dispel some of the most common myths about DevOps to help shed light on this concept and get the most value out of it in your own organization.

Myth 1: DevOps is all about the tools

Often, the first question that comes to mind when we hear DevOps is which tools an organization is using or which are the top tools for teams to adopt during their DevOps journey.

However, it’s important to take a step back and look at the bigger picture to understand the real value behind the DevOps methodology.

DevOps is more than just a list of tools to adopt for your software development practices. It’s an approach that brings teams together to deliver more value to end users.

In that sense, DevOps foremost starts with people. It’s about building the right mindset and culture to promote better collaboration so that teams no longer work in silos. Once you’ve established those, you can then choose the right tools that fit in with your team and processes.

It’s up to the leaders in an organization to lay the foundation to build this culture of DevOps and inspire their teams to adopt the values of DevOps which will then allow them to implement them in their daily workflows in order to build better software to meet customer demands faster.

Myth 2: DevOps and CI/CD are one and the same

While CI/CD are essential processes to successfully implement DevOps, these are not the only components that make up this methodology.

Yet, there are many that confuse the two and believe that DevOps and CI/CD are the same thing.

It’s true that the continuous integration and delivery of software indicates that an organization has adopted a key principle of DevOps but as stated above, the concept goes beyond just the tools and processes and focuses primarily on establishing the right culture and mindset for all these key components to thrive.

CI/CD processes help enable this culture by providing a set of tools that emphasize automation but they are only a part of the DevOps methodology.

It’s important to remember that DevOps grew from a need to create cross-functional teams that can effectively collaborate and communicate throughout the software development lifecycle.

Therefore, CI/CD provides the tools necessary to streamline your software delivery process but it’s only a means to an end. Instead, organizations should focus on bringing together the right combination of people, processes and tools to truly embrace the DevOps methodology.

Myth 3: DevOps is a replacement for Agile

The methodologies of DevOps and Agile are sometimes confused to the point that some claim that DevOps is replacing Agile or believe that the two terms are interchangeable.

In fact, DevOps and Agile can be seen as complementary rather than synonymous; the two are not mutually exclusive and both can exist separately in an organization.

The underlying goal of both is to improve the software development process to deliver products quickly and efficiently.

However, Agile provides a framework that enables teams to break down projects into manageable chunks or “sprints” through iterative development to respond quicker to fast-changing consumer and market needs.

DevOps, for its part, is focused on breaking down silos between development and operations to allow for quicker releases through the use of tools and a fully automated pipeline. It also goes beyond the delivery process and refers to an entire culture that should be adopted within an organization.

You can look at Agile as a methodology for developing software while DevOps as a set of practices for delivering software that necessitates a cultural shift. Both still focus on speed and collaboration.

In that sense, they are complementary approaches-as DevOps enables and builds on Agile practices. Incorporating both into your daily workflows will help improve the efficiency of your software development processes.

Myth 4: DevOps is the answer to all problems

It’s a common misconception that just because you’re implementing DevOps practices within an organization, nothing can ever go wrong. However, you can’t just automate everything and believe that everything will go smoothly.

DevOps also involves developing the right strategy and incorporating the right tools to drive processes that are managed by the right people. If your team isn’t ready to move with the velocity required for these tools to function appropriately then it’s likely your shift to DevOps will only lead to disaster.

DevOps should also go beyond just automation and should incorporate continuous feedback loops from automated processes that developers can use to improve and optimize products.

Myth 5: DevOps means releasing new software non-stop

On the same note, just because DevOps places emphasis on all things continuous, this doesn’t mean that it is a guarantee for non-stop releases.

It’s important to note that the idea of “continuous” shouldn’t be taken too literally. When we say continuous, it rather means that teams have established processes in place that enable them to ship new releases confidently whenever needed. It’s about keeping your code in a constant releasable state so that teams have the confidence and ability to release as often as they want.

Depending on the organization and team objectives, this could mean releasing new software anywhere from several times a day to once a week or every two weeks.

The ultimate goal of DevOps is smaller, more frequent releases but this should never be at the expense of quality. After all, DevOps may be about speed but it’s also about releasing higher quality products to deliver enhanced value to customers.

Myth 6: DevOps engineer is the only means to a DevOps transformation

You can’t hire a DevOps engineer and claim you now have a DevOps team and culture. Similarly, you can’t hire a bunch of engineers, call it a DevOps team and be done with it.

More often than not, DevOps requires a complete organizational transformation with top-down motivation. This means that to successfully adopt DevOps, it’s up to leaders to lay the foundation for DevOps to thrive and aid with the cultural shift that accompanies it.

Undoubtedly, having a DevOps engineer will help facilitate the adoption of DevOps practices with their deep knowledge of DevOps and its tools and can serve as a link between teams to enhance collaboration. However, the fact of the matter is anyone can learn and then implement a DevOps methodology with the right training, tools and leadership.

DevOps engineers cannot single-handedly spearhead this transformation. The true secret to success when it comes to DevOps is how efficiently the different teams within an organization follow DevOps practices through top-down motivation as well as providing teams with the necessary resources in order to perform their job effectively.

Myth 7: DevOps only applies to development and operations teams

It’s natural to conclude that DevOps, which comes from a combination of development and operations, applies only to these two teams within an organization. We can even go so far as to say that this myth does have some truth to it.

While it’s true DevOps grew out of a need to enhance collaboration between these two teams, it has greatly evolved since then and is no longer confined to them.

Nowadays, DevOps encompasses teams from across the whole organization, which means that DevOps practices and principles can be applied and used as a way to empower all teams from engineering to sales and marketing. In other words, DevOps applies to each and every team or all stakeholders involved in the software development and delivery processes.

At the end of the day, DevOps is about cross-functional collaboration and working together towards common goals. In that sense, DevOps today can apply to the whole organization and not solely to development and operations teams. With the right training, any team within your organization can take up and successfully implement DevOps practices and reap their benefits.

DevOps can bring real value to organizations when properly implemented

There are many misconceptions about DevOps which makes sense given how popular it’s become but it’s important to be aware of these misconceptions to get the most out of the DevOps methodology.

It’s important to remember at the end that DevOps is not magic or a quick fix for all problems that come up. DevOps should be foremost people-focused but if you’re not willing to change your processes and undergo a cultural transformation in your entire organization then creating a DevOps team and calling it a day just won’t cut it.

DevOps is not only about collaboration and breaking down silos between teams but it’s also about providing these teams with the resources and foundation necessary to be able to successfully adopt DevOps practices in their day-to-day operations.

However, one thing that most can agree on is that DevOps can bring value to teams when implemented correctly. This will also depend on your own organization’s unique needs. What works for one organization may not work for another.

Make sure that you carefully assess your processes, teams and culture as a whole to understand whether it would make sense to take the plunge and adopt a DevOps methodology for your team and your products. Only then can the transformation truly begin.