Digital Marketing Auditing

Web, advertising campaign and social media analytics

Expandable Banners, Bulgaria & UX

Couple of days ago, I tweeted that an expandable banner on www.topsport.bg (a Bulgarian sports news portal) will result into me taking that site out of my bookmarks and respectively daily reads. The funny thing here is that I am a digital marketer and yet I despise some forms of digital advertising formats as an industry professional and as a user. But not to confuse you, let’s first paste the screenshots of the expandable banner. (It took me 4 days to chase it among betting banners, online shops etc. all advertised in that particular header space)
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Website Testing Tools And Techniques

When and how to use each of the three main testing strategies (A/B, A/B/n, Multivariate)?

There are three types of testing strategies:

  • A/B – This particular test results into the comparison of two versions, where the first one is called the test version and the other the control one. This test practice is particularly good when comparing changes in a single element of the website and can deliver high statistical accuracy. However, there is a shortcoming with this technique and this is the time it consumes to be implemented successfully.
  • A/B/n – This technique differs from the previous one only in the number of variants to be tested (3,4…,10). Here there are the same advantages in delivering statistical certainty and the same time-consuming effort.
  • Multivariate – This approach is related to testing multiple page/site elements in the same time. It reduces considerably the time needed to perform the test by employing testing tools. However, since the variants are growing exponentially in this approach, it is very difficult to reach statistical certainty and one cannot be really sure which one exactly is the right one, since the sample size can be just so big.

A/B and A/B/n strategies shall be used when statistical accuracy is of an essence and naturally when there is a single element in multiple variations. As to Multivariate, it shall be used when there are multiple elements on a page in different variations to be changed; a time restraint and statistics are not of such importance.
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Dynamic Prioritization

What are the advantages of Dynamic Prioritization compared to others more commonly used, like “first in first out”?

Dynamic prioritization differs mainly on the approach of setting the goals and work towards achieving the through the employment of outcome based techniques, flexibility and time efficiency. The basic outline of this model can be found in the table bellow:

  • Business impact – Starting point is the fiscal impact a change will have on the current business. As well as alignment and involvement with the rest of the business organization (financial, sales, customer service departments etc.)
  • Optimizing the resources – Introducing flexibility and no log-term project dedication that will render the new project development start impossible.
  • Faster release cycle – Dissecting projects to smaller ones and increasing the testing and changes introduction pace.
  • Financially accountable initiatives – Analysis and benchmark against forecasts.

How can we forecast potential impact of a change done on a website?
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Analyzing Website Performance

Summarizing the key aspects of each type of analysis (purchasing process, lead process, on-site search, home page, brand metrics & landing pages)

It is important to understand the difference between website performance reporting and analysis. Think of reporting as stating the facts and analysis as taking things to the next level and understanding why does facts are such and what can be done taking them into account. The following types of analysis are:

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