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26 октября, 22:36

Harnessing All Available Talent May Lay at the Intersection of Business and Government

I spent a week in Washington DC last month, meeting with congressional caucuses, industry committees and White House staff to talk about the role of the technology industry in resolving the challenges business face when trying to build and maintain diverse working cultures. "Policy-makers are eager to learn about innovative approaches on complex and long-standing issues like diversity and inclusion," says John Stephenson, seasoned lobbyist and Executive Director, US Government Relations, SAP. The urgency to find a solution has moved beyond philanthropic and toward the economic. As an example, increasing the number of women and under-represented racial populations in technology intensive industries would result in an additional $470 billion to $570 billion, representing an additional 1.2 percent to 1.6 percent to the US GDP. Executives and policy makers have made an important cultural shift in their mindset on the topic of diversity and inclusion. "All Americans deserve to share in the success of the country's economic growth. As a result, CEOs are leading their companies for a modern era with a focus on diversifying talent in their companies in order to take advantage of our chief resource--human creativity," says Dane Linn, Vice President of Business Roundtable, an association of chief executive officers of leading U.S. companies working together to promote sound public policy and a thriving U.S. economy. Words matter The path from where we are to where we need to be requires a conversation, one that must be orchestrated using common language. There are four distinct words that are at play when it comes to the future of a workforce that can ensure the viability and prominence of the USA in the global market: diversity, inclusion, equality and equity. Diversity and inclusion are often used synonymously, yet each word holds its own important definition. Diversity is about numbers; how many women in leadership or the representation of African Americans in the technology industry, for example. Inclusion is about culture, whereby the values and behaviors practiced by its people welcome and cultivate all talent. Equality and equity should also be distinguished. Leaders who place a value on equality believe that everyone should be treated the same, which requires that all members of the population start from the same level playing field. Those who focus on equity understand that everyone is different. Equity starts where a person is in her or his life and gives them what is perceived as needed to enjoy their lives. The challenge with equality is that people are not the same and their journeys on the path of transformation, from where they are to accessing power and investments, is vastly different depending on social and financial capital among many other factors. Take STEM as an example; much of the conversations in DC center on educating the future workforce. Turns out, there isn't much of a level playing field where equality-based programs can impact diversity and inclusion. "According to the U.S. Department of Education's Office of Civil Rights, only one third of high schools whose enrollments are at least 75% black and Latino offer calculus and only 48% offer physics. Far too many students of color lack pathways to STEM degrees or careers," says Claus Von Zastrow, Chief Operating Officer and Director of Research at Change the Equation, a nonprofit working with corporate members to ensure STEM literacy for every US student. Where are we going? Technology plays a critical role in building a diverse workforce that can create and market the products and services that shape how we live and work. "The most impactful diversity and inclusion efforts are authentic. For the tech sector, a part of that authenticity is recognizing that technology will be an important tool and platform for achieving our diversity and inclusion goals," said Dean Garfield, President & CEO of Information Technology Industry Council (ITIC). ITIC represents the interests of its members, which include top hardware and software global brands. How will we get there? Discussions about the role of government policy in solving diversity and inclusion challenges remain open and, quite frankly, pretty fuzzy. Business leaders in member organizations like ITIC and the Business Roundtable are shifting focus from the "why" to the "how." The good news is that the barriers to harnessing all the best talent represent some of the biggest opportunities for technology enablement. The urgency of these discussions can't be underestimated. White men are still in charge in most industries, particularly in technology despite the demographic shifts in the workforce. Today, women make up nearly half the US workforce while racial diversity continues to increase; by 2055 there will be no majority race in the USA. With the acknowledgment that there is no smoking gun that will instantly and quickly resolve the inclusion challenges currently rampant in business - technology is merely an enabler after all - there are ways that progress can be accelerated. "Making a change this significant does not happen overnight. It's complex and requires resources and steadfast, long-term commitment from the entire company," says Barbara Whye, Executive Director of Strategy and External Alliances at Intel Corporation. Many in DC wanted to understand how technologies such as big data analytics, machine learning and artificial intelligence could be used to help decision-makers address unconscious bias head on. Changes in how the industry governs itself when it comes to harnessing talent are being called into question: "The D&I challenge in tech continues to suffer from two remarkable gaps: sufficient data to see which firms are making progress, and rigorous evidence on what works and doesn't. But the good news is that these gaps are eminently addressable with industry commitment and investment," says Andria Thomas, Associate Partner at Dalberg Development Advisors. I am not exactly going out on a limb when I say that all industries are technology industries. Try this exercise: name one industry that has not been impacted by technology. It's impossible. Technology impacts all of us in every aspect of our lives. Policy makers, technology leaders and industry influencers will need to find ways to accelerate progress by identifying the best approaches for inclusive cultures to provide equitable access through STEM education while building upon data-driven best practices that harness all the best and available talent. -- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.

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26 октября, 17:11

Apple (AAPL) Q4 Earnings & Revenues Beat But Decline Y/Y

Apple Inc. (AAPL) posted better-than-expected results for both earnings and revenues in the fourth quarter of fiscal 2016.

26 октября, 15:55

РЖД пока не сможет полностью отказаться от решений SAP в пользу российских IT-разработок

Российские власти неоднократно отмечали необходимость снижения зависимости России от программного обеспечения иностранного производства

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26 октября, 15:51

SAPVoice: When Making New Hires, Focus On Qualifications

By Gabriela Burlacu, Human Capital Management Researcher, SAP Organizations all over the world are increasingly facing a need to adapt, adjust, and proactively aim toward having more diverse, inclusive workforces. This pressure is coming from external sources, with service-oriented companies serving increasingly diverse customer bases. It is also coming from internal [...]

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26 октября, 06:34

2017 A4 Allroad Review: Audi’s Counter to Crossovers

The 2017 Audi A4 Allroad wagon counters the SUV and crossover mainstream. Handsome lines and all-wheel-drive grip proved to be key highlights.

25 октября, 22:52

Beyond Sales and Discounts: How to Have a Successful Ecommerce Holiday Season According to the Experts

Ecommerce sales are on the rise this year. Most online retailers expect the 2016 holiday season to be their busiest yet. According to PricewaterhouseCoopers' predictions, there's an expected 10% increase in holiday sales over 2015, along with an incredible 25% growth in digital sales. What does this mean for retailers? In this quickly changing marketplace, it may seem daunting to prepare for the holiday season. Companies depending on low prices, promotions and sales to attract their customers may be losing ground to brands that offer differentiated experiences and products. As Michael Klein, a retail strategy director at Adobe, points out, "consumer expectations are at an all-time high, and retailers are preparing to set themselves apart, over and above price and discount." Let's look at some of the top marketers and thought leaders in ecommerce who have weighed in on how brands will differentiate themselves this holiday season. Reaching New Customers During the holidays, consumers often branch out from their typical buying habits. When buying gifts for others, they come into contact with unfamiliar brands and with subject matter they may have little knowledge about. Marketers who can take advantage of these special circumstances have opportunities to reach new audiences and to spread awareness of their brands. Google is, unsurprisingly, one of the first tools most online consumers use. Jessi Carr, an SEO specialist at Inseev Interactive, recommends that retailers should not forget about their organic search rankings while they focus on holiday-specific campaigns: "These consumers who don't have an in-depth knowledge of what brands to buy from will generally turn to online search, making high organic search rankings absolutely essential for those who are looking to capture those holiday sales." Curated lists and best-of gift guides are also popular sources for holiday shoppers seeking unique gifts. Casandra Campbell, content marketing lead at Shopify, suggests, "Getting your products into these gift guides can make a big difference when it comes to exposure. Make a list of top, well-read guides that come up in your online search, and approach the person who runs the website or wrote last year's list. Send a personalized email explaining why your product would be a good fit." This can be especially useful for startups and small businesses that might not have the budget or resources for a full-blown holiday marketing campaign. Creating Guided, Personal Shopping Experiences Niche market growth is perhaps the most interesting revelation of the current shopping season. Rod Sides, vice chairman of Deloitte LLP, notes in their holiday forecast, "retail competition won't come from the big box down the street or major ecommerce players; it's likely to be the small and midsized retailers that focus on niche products and experiences. This group has been collectively stealing share from large, traditional retailers to the tune of $200 billion in annual sales over the last five years." Small, niche websites address the trend towards a more guided shopping experience, says Richard Brown of Expertly Chosen. "Gifting is an area where buyers really crave guidance. Consumers want more than the usual gifts for him/her, which rely on generic stereotypes, and actually want gifts that match someone's personality," he says. Personalization can also significantly increase customer conversions, and as tools improve it becomes easier to segment audiences and personalize in a meaningful way -- which can have a big pay off. Maricor Resente, head of marketing at Bounce Exchange, recommends, "Listen to your consumer -- identify your highest LTV [lifetime value] customers. What high-intent behaviors are they exhibiting and how can you reward those behaviors to nudge them deeper into the conversion funnel? Work with your internal team to create incentives for the different groups of traffic interested in your business, including first-time buyers, high LTV customers, discount purchasers, etc." The personalized shopping experience of 2016 is also being shaped by the futuristic tool of artificial intelligence. According to Chris Monberg, co-founder and CTO of Boomtrain, "Artificial intelligence (AI) should act as a personal shopping assistant for individuals this holiday season as they swiftly move between modes of gift-giving and shopping for themselves. Much like an in-store salesperson would try to help you pick out a gift for your niece while simultaneously understanding and upselling you on your personal interests, AI can help marketers be situationally empathetic and help ascribe purchase decisions." Intelligently targeted content can create a more subtle personalized experience. Sitecore's senior vice president of product management, Ryan Donovan, observes, "Think about the major categories of merchandise that people have bought, such as mobile phones. An ecommerce site owner can create personalization rules such as 'Users who bought iPhones within last 2 years' and target accessories for iPhones, as they probably aren't ready for a new phone. A similar rule could be created for 'Users who bought iPhones over 2 years ago' -- and start enticing them with an upgrade. The possibilities are truly limitless. Similar principles can also apply to abandoned carts, which is currently a multi-billion dollar lost opportunity. Combined, an online seller has a recipe for dramatically increasing conversion rates over the holidays." Engaging Past Customers In the holiday rush, brands also need to re-engage loyal customers. According to Forrester, 30% of ecommerce repeat purchases come from email marketing. Dimira Teneva, from the ecommerce analytics platform Metrilo, notes, "We see more and more sellers using last year's data to engage existing customers early on. This means they look at last holiday season's customers and send them tightly related (but new) offers via email. It's a cost-effective and low-risk tactic because these people are familiar with the brand." That said, as retailers ramp up the volume and frequency of email, segmentation becomes critical. As Aaron Beach, one of SendGrid's data scientists, reports, "When you double the number of emails to a recipient, you don't double their engagement, but you more than double their likelihood of an unsubscribe or spam-report. Around the holidays, focus higher volume email sends on customers who are already engaging. These are the customers who are most likely to act." Also include an option for subscribers to "see fewer" emails as an alternative to unsubscribing completely. Social media continues to be a major influence, especially with millennials who distrust traditional advertising. Doug Heise of CoreMedia elaborates: "Though social shopping isn't a new idea, the convergence of content and transactions is influencing more and more shoppers to purchase an item based on what they are processing via social channels like Twitter, Instagram, Facebook and SnapChat. This takes the consumer out of the rigid site structure of the online store and puts them into a relatable story that then provides a reason to buy." Loyalty programs offer another highly effective tool to engage existing customers. Erin Raese, a senior vice president at Aimia, notes, "If used effectively during the holiday season, loyalty programs and data analytics which help retailers better know their customers can be a competitive differentiator and can drive customers to make more or larger purchases in-store or online. Loyalty programs -- and the important consumer data that come from them -- can help humanize and personalize online shopping around the holidays as well. Retailers can look beyond online shopping behaviors of consumers to provide them with an experience that will delight them -- and further strengthen existing loyalty." Preparing for a Successful Season Perhaps less glamorous, but nonetheless critical to a successful holiday season, is the backend of your ecommerce operation. Are your development and fulfillment teams ready to support the holiday onslaught? While dramatic Black Friday websites crashes are mostly a thing of the past, sluggish website performance can still mean lost sales. And because it's an election year in the US, many consumers traditionally get a late start on holiday shopping -- making for a more intense shopping peak. To prepare your website, work with your development team to identify peak holiday traffic days from previous years and prepare by stress testing your website, locating any website performance bottlenecks and optimizing the site for speed (especially important for those mobile shoppers). On the order fulfillment side, customer expectations are higher than ever. Bill Kong, executive vice president of CommerceHub, says, "Increasingly consumers have been conditioned to expect immediate delivery at no additional cost. In fact, CommerceHub data reveals that on average, order conversion rate (OCR) increases by 4.3% for every day a retailer can shave off of its delivery promise. "In order to meet aggressive delivery windows, retailers must ensure the backend of their ecommerce operations are in check first. Elements like accurate product data, such as the amount of stocked inventory and product location are key for retailers to actually fulfill orders on time." Being Savvy about Mobile The most striking trend of the holidays for 2016 may be the growth of the mobile market. According to Adobe Digital Insights, 50% of shopping visits and 27% of online sales were driven by a mobile device in 2015, and these percentages are expected to grow for 2016. Marissa Tarleton, CMO of RetailMeNot, explains, "Over the past several years, as we've seen consumer attention shift away from other traditional means to mobile, we've understood that mobile content is influencing purchasing decisions on desktop, in-store and on mobile. That's shifting again as mobile transactions are on the rise. This holiday season is predicted to be one where mobile commerce will be the biggest driver of ecommerce growth. The most progressive retailers are now developing their content and marketing strategies with mobile first." These changes stem from both improved technology and changes in customer behavior. The commonly accepted wisdom used to be that customers would browse on mobile but ultimately buy on desktop -- but that era is coming to an end. Hal Lawton, senior vice president of North America at eBay Inc., points out the shift: "We continue to see a rise in the use of mobile to buy gifts, particularly with 16- to 34-year-olds. At eBay, more than half of transactions have a mobile touchpoint. Consumers are shopping at the moment of inspiration, moving from mission-based shopping to browse-based shopping." Michael Klein, Adobe's director of Industry Strategy, Retail, also notes, "Expect to see increased conversion rates for mobile shopping on iPhone, especially with the recent iOS 10 updates that now embed Apple Pay into both Safari and iMessage for one-click purchase." Creating a Seamless Experience Consumers' growing comfort and reliance on mobile is blurring long-standing divisions in the retail space. Customers often use their phones for comparison shopping and product research within the brick and mortar stores themselves. This presents a unique set of challenges and opportunities for retailers. "The rise of mobile search, especially within physical stores, requires a retailer to optimize their mobile web, search and display activities. Retailers will also increasingly utilize mobile to showcase last-minute deals and launch promotions to remain top of mind-for holiday shoppers on the go," says Klein. This crossover is created not just by customers bringing technology into stores, but also by brands utilizing new technologies to help with the holiday rush. For example, Mikhail Naumov, president of DigitalGenius, notes: "Especially in a shopping season, the traditional contact center is taxed to its limits, with customers calling in or reaching out through messages about their purchases. A contact center reinforced with a layer of artificial intelligence is much more resilient and capable of handling such spikes in volume through a combination of human and machine intelligence. Customers get their answers quickly, alleviating their anxiety, while brands can maximize this exciting time in their business." Klein also predicts that brick and mortar stores will see a digital influx. "More physical store locations [will] utilize additional digital merchandising or technology capabilities in an effort to improve the customer experience. Some of these will be apparent (faster checkout, inventory access, improved product information) while others will be somewhat invisible to the consumer (store associate applications, electronic training of associates, staffing)." Some take seamlessness even a step further. Jamie Anderson, chief marketing officer and senior vice president of SAP Hybris argues that it extends to the functioning of the business itself: "Customer engagement needs to become a more holistic process, especially during the holidays when there is an influx of promotions and new customers. To provide a seamless experience, customer service, marketing, commerce, sales and billing departments mustn't be resigned to separate silos, rather they should all be working from the same data. For instance, marketing shouldn't be pushing promotions on products that are sold out and departments like customer service will become integrated throughout the entire shopping journey." Final Takeaways During this holiday season, there are more ways than ever for sellers and stores to reach out to consumers. These methods can range from the tried and true, such as SEO and email marketing, to the cutting edge technologies like AI. However, the focus should always be on creating a unique, personalized and seamless shopping experience -- with an emphasis on the rapidly increasing role of mobile. _____________________________ Larissa Pickens is a writer and creative director of Float.Design -- a design studio specializing in ecommerce and interactive design. You can spot her on The Huffington Post, Fast Company, Pick The Brain, Web Agency Nation podcast, YFS Magazine, CEO Blog Nation and elsewhere around the internet. -- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.

25 октября, 15:12

SAPVoice: 'Shark Tank For Students' Redefines Entrepreneurship

By Christopher Putvinski, SAP "What gave you the idea for this?” was the question that came from the four-person panel of judges. Standing alone in front of a 100-person crowd, the teenager, who could not have been older than 16, responded, without hesitating, “I personally deal with homelessness, and so, what has [...]

24 октября, 21:31

SAPVoice: HCM Is Secret Weapon In Fintech Era

Fintech is disrupting the financial services industry and leaders are turning to HR technology for strategic competitive advantage. According to Julia Wagner, Vice President of Business Transformation Advisory & Strategic Industries at SAP, who moderated a panel at the recent SuccessConnect 2016 event, startups are upending traditional financial services companies [...]

24 октября, 18:54

Business Beyond Bias: Why Diversity Matters

It's been said that a company is only as good as the people it keeps. Good leaders understand this. They have a keen eye for talent and a passion for developing it. They see strengths - and weaknesses - in people and put them in roles where they can succeed - even where they don't think they can. But many times, they fail to look beyond the obvious, hiring people who think and act alike in the spirit of "cultural fit." And this is a mistake. The key to success in today's hypercompetitive business world lies in differentiation. And differentiation is driven by diversity. The best ideas come from teams comprised of individuals from diverse backgrounds with diverse opinions who operate differently and push those around them to do the same. But when it comes to hiring, such individuals are often overlooked because they are different. When Opportunity Knocks, Open the Door and Let it in It is estimated that one percent of the world's population - or roughly 74 million people - are on the autism spectrum. Like Einstein, Mozart, Nicola Tesla and others who were also suspected to be autistic, they have incredible minds and valuable skills. And with the right nurturing, they can open the door to completely new worlds. In 2013, UN Secretary General Ban Ki-moon issued a Call to Action, inviting businesses to make concrete commitments to employ people on the autism spectrum. In doing so, he rightly noted that "People with autism have enormous potential. Most have remarkable visual, artistic or academic skills. And research suggests that (they) have certain abilities in greater abundance than 'neurotypical' workers do, such as heightened pattern recognition and logical reasoning, as well as a greater attention to detail. These qualities make them particularly successful at certain kinds of employment, such as software testing, data entry, lab work and proofreading, to name but a few." As head of SAP Ariba - a software company - I was fortunate that my parent company, SAP, was taking action, launching the Autism at Work program. Created in alignment with the Denmark-based not-for-profit Specialisterne (Danish for Specialist) Foundation, which strives to enable one million jobs for people with autism and similar challenges through social entrepreneurship, corporate sector engagement and a global change in mindset, the program is designed to source, train, onboard and retain talent in the autism spectrum. Talent that could deliver incredible value to our Products & Innovation organization. So we went all in. Dennis Pan is an outgoing young man with a BS in computational mathematics. Though wheelchair-bound, he carries a positive attitude wherever he goes. But for years, he was unable to find a job. "Sir Winston Churchill had it right when he said 'Success is going from failure to failure without losing your enthusiasm,'" Pan says. "My job search from 2008 to 2015 was a series of failures. I sent resumes to at least 300 different employers and got, perhaps, a dozen interviews. Headhunters contacted me with potential opportunities, but I never heard from them again after submitting my resume because I'm on the autism spectrum. So employers thought I'd be hard to work with. And because I'm in an electric wheelchair, they thought it would be costly and troublesome to provide me with physical accommodations." But Pan didn't give up. In 2015, he joined the Autism at Work training program at SAP, and spent six weeks training. Today, he is working at SAP Ariba on the team responsible for developing our Supplier Risk solution, where he is focused on creating UI prototypes as well as performing quality assurance (QA) - and making meaningful contributions. "Dennis' attention to detail has helped create unique prototypes for discussion with design partners," says his manager Padmini Ranganathan, Vice President of Products & Innovation. "His ability to look at a complex topic and distill it down into simple terms is perhaps his best trait." Equally important is the unique perspective Pan lends, which Ranganathan says has had an incredibly positive impact on the team. "We don't perceive Dennis as being any different and I believe all teams at SAP Ariba will stand to gain by bringing in people with different abilities and ideas. In particular, people on the autism spectrum bring with them an unfiltered perspective that promotes innovation and inspires team culture." Plant the Seeds and Watch them Grow Specialisterne's logo is a dandelion seed. To most folks, it's an annoying weed ruining the beauty of the lawn. But it's also, when cultivated, a valuable and useful plant, known for its healing and medicinal properties. Cultivate it, and be rewarded. The parallel is there. There is amazing talent on the autism spectrum. Cultivate it. And watch your business grow... -- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.

24 октября, 09:43

Европейские фондовые индексы слабо изменились в пятницу, выросли за неделю

Фондовые индексы Западной Европы завершили с незначительными изменениями торги в пятницу и завершили неделю ростом.

24 октября, 04:10

3 Things you Should Know About Landing Page Optimization

Landing pages. They can be incredibly useful for lead generation and increasing conversions for your website, but so many people fail to understand the small details that can lead to major results for your business overall. In this article, I'll cover four simple things you should be doing with your landing pages in order to optimize them for better conversions. I will be covering: Effective Copywriting Techniques Ease of Navigation Calls to Action If you can take the time to improve just these three things, you will see an incredible bump in your overall conversions. 1) Effective Copywriting Techniques Let's start by taking a look at a good landing page and a bad landing page. Here is an example of a landing page by Unbounce for an eBook on Attention-Driven Design. For this example, we are only going to focus on the copy for this page. First: The title is large and demands your attention right off the bat. Furthermore it tells you exactly what the ebook is about. You know that upon reading this guide, you will have learned exactly 23 principles for creating a more persuasive landing page. What's great about this is that it follows this particular headline formula: X Little Known Factors That Could Affect Your {Thing in Which Reader Has a Vested Interest} Why is this formula good? Because it immediately tells the reader what the value proposition of the eBook is. Second: The subtitle under the main header reads, "Your Guide to Eliminating Distraction and Getting the Conversions you Deserve". Notice how the copy is not made-up of complicated jargon. It's specific and speaks directly to the reader. The primary value proposition is once again highlighted and inspires the reader to continue down the page. Third: We are brought to the left-hand side which states, "What's in the Ebook"? And guess what? The description actually tells the audience exactly what they are getting. It addresses a specific pain-point; that people don't have really long attention spans. Then it tells you exactly how long the ebook is, so the reader can estimate whether or not it is something they will have time to read. THEN, it outlines the exact concepts that will be covered in the ebook so that the reader can once again determine if the content is a fit for them. There is very little mystery, and the language is not vague. Instead, it's direct and tells the site-visitor exactly what they are getting. In the next example, which is the not-so-great example for effective landing page copy, we have the SAP landing page. Right off the bat the page is jam-packed with words. So many words. Where do you even start? First: Let's take a look at this header. "Revolutionize marketing for a new breed of customer." Upon reading that title text, can you comfortably tell me what this page is about, or what SAP even does? Is it a tool? Is it a service? Is it content? Who knows! The problem with this headline is that it is extremely vague and not directed to a specific user persona. The image in the background also fails to reveal anything about the product. Second: Now if we move on down to the first line underneath the image, we see that it says: "As customers become more and more well informed, marketers are losing their influence." First of all, is this an accurate statement? What are customers (and which customers specifically for that matter) becoming more informed about specifically? Why is this impacting marketers? It's very difficult to identify emotionally with the copy on this page and make a decision to call SAP. We also don't know who SAP is trying to target with this landing page. Third: Following the above information, is a long list of content and calls to action, none of which stand out above the rest. As a result, it is very unlikely that anyone will click on the content unless they know exactly what they are looking for. But in terms of acquiring new leads and transforming those leads into customers, this page does not demand attention like the Unbounce landing page that has one specific purpose and request. 2) Ease of Navigation Simply stated, the user-journey should be as straight-forward as possible. You should have a very clear goal of what you want your lead, or visitor to do when they arrive on your landing page or homepage. The first thing to keep in mind is to avoid overwhelming your visitor with too many options. Instead, draw out a clear path of what you want specific user personas to do. Vidyard's homepage is an example of great navigation. Here is the homepage. When you hover over the "Solutions" tab, you get this drop down: This offers a very clear path for different users. If I'm a marketer and I land on this page, I know to click on the tab that says "Learn More" under "Marketing". When I do this, I'm taken to the next stage in the funnel: Turn viewers into customers. Perfect! As a marketer that is exactly what I want to do. I want to increase conversions using video. As you scroll down the page, the content gets even more specific, outlining how video will benefit a marketer with different goals such as demand generation, marketing communications, video production, event planning or leadership. Vidyard does a great job of providing a user experience that offers tons of value to the visitor. By the end of the journey, you can't help but consider video production as an incredibly useful tool to help you with your job. Navigation should be seamless and specific. It should direct your visitor to one primary call to action. 3) Calls to Action Have just one. Seriously. Pick one thing you want your site visitor to do, and make that their only option. Here is another example from Venngage: There is one main call-to-action, which is to "Sign up for Free" for the infographics maker. The user is not confused by multiple buttons on the page, or numerous links like in the SAP example previously mentioned. The goal of the homepage is obvious. Here is another example from my own site: Teach me more. That's the primary call to action on this landing page about content marketing tips for non-marketers. There are no other buttons or links, or navigation for that matter. One goal and one solution. I want visitors to get in touch with me or subscribe to my blog so that is all I ask for. The next thing to keep in mind is CTA button color and copy. First: Your CTA should be a button. Not a link. Make the button as obvious as possible too. People like big buttons, it grabs their attention. When it comes to choosing color there has been much debate as to which color performs best. Research has shown however that orange and green lead to increased conversions. Why? It's been A/B tested. Second: When it comes to button copy, sometimes more words can be more effective. Just take a look at this example: The reason being that when you use your button copy to speak directly to your visitor, and tell them exactly what is behind that button, it increases trust and desire. Of course, you actually need to provide whatever is promised by the button. Conclusion In order to optimize your landing pages for better conversions, you need to be direct, specific and provide a very seamless journey for your user. If not, they will quickly get frustrated and bounce from your page, resulting in fewer conversions, and as a result, less money for you. Don't be SAP. Instead be CROd. -- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.

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21 октября, 21:51

Sprint BusinessVoice: 5 Things That Sap Momentum From Your Business

Momentum gives your business its all-important mojo.

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21 октября, 20:02

SAP SE (SE) Beats Q3 Earnings on Robust Cloud Business

SAP SE (SAP) reported third-quarter 2016 IFRS earnings of EUR0.61 (68 cents) per share, a decline of 18.7% from EUR0.75 earned a year ago.

21 октября, 19:58

Putin Admits Sanctions Sapping Russia

Putin on EU's threat of further sanctions because of Syria: "We won't be blackmailed."

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21 октября, 18:34

Квартальная выручка SAP превысила прогнозы аналитиков

Немецкий производитель программного обеспечения для бизнеса SAP отчитался о квартальной выручке, превысившей ожидания аналитиков. Так, выручка в третьем квартале выросла на 8% г/г до 5,4 млрд евро ($5,9 млрд), тогда как аналитики прогнозировали 5,3 млрд евро. Операционная прибыль за рассматриваемый период составила 1,64 млрд евро, в то время как аналитики прогнозировали 1,65 млрд евро.

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21 октября, 17:51

Ex-SAP executive, two others indicted in U.S. for insider trading

Oct 21 (Reuters) - A former SAP SE executive and two Indiana car wash owners have been indicted on charges that they engaged in an insider trading scheme that resulted in hundreds of thousands of dollars in profits.

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21 октября, 17:24

SAPVoice: IT And The Small And Midsize Business: Separated By Digital Priorities

By Hernan Marino, COO of Marketing, SAP Every day, we hear remarkable stories of businesses disrupting entire industries. They introduce new business models or transform their own. They raise the bar on the customer experience and reinvent product and service delivery. While meeting these expectations requires a new mindset, recent research [...]

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21 октября, 10:54

Квартальная выручка SAP превысила прогнозы аналитиков

Немецкий производитель программного обеспечения для бизнеса SAP отчитался о квартальной выручке, превысившей ожидания аналитиков. Так, выручка в третьем квартале выросла на 8% г/г до 5,4 млрд евро ($5,9 млрд), тогда как аналитики прогнозировали 5,3 млрд евро. Операционная прибыль за рассматриваемый период составила 1,64 млрд евро, в то время как аналитики прогнозировали 1,65 млрд евро.