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Values-Driven Technical Marketing

Alex Ramadan

How Color Contrast Affects Conversions

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I have very little aesthetic ability, but I can tell when something is too hard to read.

For example, here is “dimgray” font on a black background:

Not the easiest thing to read, is it?

We usually talk about optimizations and strategies that help improve your website’s ability to attract traffic or increase conversions but sometimes an optimization doesn’t need to have a measurable effect on the bottom line to make it worth doing. We should do them because it is the right thing to do. While we’re optimizing our sites for business-driven motivations we should also be making the web a better place. This includes making sure our sites adhere to privacy laws, treat our users with respect, and are usable by users of all types, even those with disabilities.

Today we’re going to discuss a site’s contrast and how to determine how easy a site is to read for users of all types. [Read more…] about How Color Contrast Affects Conversions

Everything You Want to Know About Using SEO Auditing Tools

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SEO audit tools, both free and paid, are a great resource for everyone involved in a site’s performance and well-being, from experienced SEOs to new webmasters. Auditing tools allow everyone to get a glimpse into a site’s ‘health’ and walk away with a list of actionable steps to improve their site without having to have a technical background.

What Are SEO Auditing Tools?

SEO auditing tools ‘grade’ or ‘score’ a website or webpage based on a set of criteria unique to that auditing tool. They’re used by a wide range of professionals from SEO consultants to web designers to analytics specialists. Auditing tools come in a wide variety of incarnations from browser extensions to self-hosted crawlers.

An SEO auditing tool, while it has SEO in the name, isn’t restricted to providing only recommendations that will help a page rank organically. They can provide recommendations around any of the following: [Read more…] about Everything You Want to Know About Using SEO Auditing Tools

Filed Under: SEO

How to View Google Optimize Test Data in Google Data Studio

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Google Data Studio is a newer tool launched by Google in 2016 that lets you build custom dashboards by linking various “data sources” like Google Drive, third party CRMs, and Google Analytics in an effort to give you a “one-stop-shop” for all your data tracking needs. The tool is extremely customizable and open-ended, but for the purposes of this blog post we’re going to focus on a single objective: displaying Google Optimize test data automatically in a Google Data Studio dashboard.

We’re going to be using Google Data Studio, Google Sheets, and Google Optimize to display up-to-date CRO testing data from Optimize in our Google Data Studio dashboards (this information will come specifically from Google Analytics Experiments in Optimize). [Read more…] about How to View Google Optimize Test Data in Google Data Studio

CRO Testing Methods Beyond A/B Testing

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Reshaping the CRO Testing Conversation

If I say CRO testing, what is the first thing that pops into your head? A/B testing, right? That might even be the only thing that comes to mind, but there is so much more to conversion rate optimization than A/B testing.

Conversion rate optimization is the process of increasing the percentage of visitors to your site who complete a desired action. How you do that can vary. If A/B testing is the best path to that achieving that, then great, but it isn’t the only way; anything you do to improve your conversion rate can be considered conversion rate optimization. One size does not fit all when it comes to CRO testing. [Read more…] about CRO Testing Methods Beyond A/B Testing

Filed Under: CRO

Using JSON-LD and Lookup Tables to Streamline Multi-Site Tagging

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JSON-LD and Lookup Tables

At UpBuild, we love Google Tag Manager. We try to use it whenever possible because it can be scaled and automated to a certain degree; it’s also really easy to get really nerdy with it, which we like to do. Today we’re going to look at a very specific use of Google Tag Manager and its Lookup Table feature.

Google Tag Manager (GTM) has been extremely useful when it comes to helping streamline tracking on individual sites, but can get a little tricky when we want to track simple things on multiple domains in the same family of sites. How can we scale using GTM? Lookup tables to the rescue! [Read more…] about Using JSON-LD and Lookup Tables to Streamline Multi-Site Tagging