Just Made “Hot on Facebook” On SlideShare

I have just received an email from SlideShare notifying me that I made my first appearance on the homepage of the website.

“Apple’s iPhone Launch Marketing Strategy Analysis” is being talked about on Facebook more than any other document on SlideShare right now. So we’ve put it on the homepage of SlideShare.net (in the “Hot on Facebook” section).

Well done, you!

– SlideShare Team

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Eric Reiss’ Web Dogma ’06

Eric Reiss’ Web Dogma ’06

Recently, I have completed my Master degree in Digital Marketing at Instituto de Empresa. It was an enormously rewarding experience, especially considering the people I’ve met there. One of those people was my Usability & Design professor Eric Reiss – a person so knowledgeable about the Internet and an evangelist of the importance of user experience (UX). And when I say UX, I don’t mean the usual crap that every other website is bragging about, but really focusing on the user experience from his/her point of view.

I wanted to share 10 rules that Eric Reiss scribbled down in his Web Dogma’06. If you take the time to ponder on it, I am sure you will have that epiphany that will bring your site to the next level when it comes to UX.

Web Dogma ’06

Here are 10 rules that will enhance the user experience of any website or online application:


1. Anything that exists only to satisfy the internal politics of the site owner must be eliminated.

2. Anything that exists only to satisfy the ego of the designer must be eliminated.

3. Anything that is irrelevant within the context of the page must be eliminated.

4. Any feature or technique that reduces the visitor’s ability to navigate freely must be reworked or eliminated.

5. Any interactive object that forces the visitor to guess its meaning must be reworked or eliminated.

6. No software, apart from the browser itself, must be required to get the site to work correctly.

7. Content must be readable first, printable second, downloadable third.

8. Usability must never be sacrificed for the sake of a style guide.

9. No visitor must be forced to register or surrender personal data unless the site owner is unable to provide a service or complete a transaction without it.

10. Break any of these rules sooner than do anything outright barbarous. (Shamelessly stolen from George Orwell’s famous Rules for Writers)

I will be trying to translate this list of rules in Bulgarian and post it soon. So stay tuned, if you think this will add value to you and your business.

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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