Atlantic Business Technologies, Inc.

Author: Natalie Iannello

  • Slow page speed is killing your business. Here’s how to fix it.

    Slow page speed is killing your business. Here’s how to fix it.

    Page speed is a critical element of a revenue-generating website, but it’s sometimes overlooked and can be a challenge to fix. In this post, gain an understanding of why it’s worth the investment to improve page speed as we breakdown 6 key factors to share with your development team that will get you closer to improving your page load.

    The 6 key factors to improving page load are:

    1. Reduce the number of third-party scripts
    2. Caching and minification
    3. Optimize images
    4. Lazy load images
    5. Serve content from a Content Delivery Network (CDN)
    6. Remedy redirect chains

    How important is page speed?

    As a general rule of thumb: the faster your website loads, the better the user experience. But do you know how many opportunities you are missing out on with slow page load time?

    Load time exceeding 2 seconds increases the exit rate.

    First of all, Google ran a study and found that 53% of mobile ad clicks immediately exited when load times exceeded 3 seconds. And people’s standards for speed have only increased over the years. In fact, 47% of consumers expect a page to load in 2 seconds or less.

    Faster page speed means higher rankings.

    Google takes user preferences into account with its ranking algorithm. Therefore, they favor pages with fast performance.

    Google’s Webmaster blog confirmed the importance of speed in a July 2018 announcement:

    “Today we’re announcing that starting in July 2018, page speed will be a ranking factor for mobile searches… We encourage developers to think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics.”

    Furthermore, recent studies by Hubspot, Backlinko, and Optinmonster each listed site speed as a top-ranking factor for Google (both mobile and desktop).

    What happened when Atlantic BT tested page speed factors?

    When we noticed a decrease in organic performance on Atlantic BT’s own website, we decided to perform a technical SEO audit to diagnose the issue. We found that our page speed was not up to par using Lighthouse and GTMetrix, free tools that provide detailed reports on your site performance. Between these two tools, our Front-End Development team compiled a list of changes to make to our website.

    We tested speed with and without these factors, isolating variables to determine the most effective items and their impact on speed scores.

    Atlantic BT’s Page Speed Audit Checklist:

    We found a handful of items to be the most impactful on page speed. Take a look at the top 6 factors to increase website performance, and be sure to share with your development team!

    1. Reduce the number of third-party scripts:

    We found third-party scripts to have the largest effect on slow load times. These scripts include HotJar, Google Tag Manager, the Facebook pixel, and any other JavaScript you use to track ad campaigns and web-behavior.

    If a third-party script doesn’t add clear value to your site, remove it. For example, pause Google Tag Manager scripts that aren’t being actively used to track campaigns. Similarly, tools like Hotjar can often provide useful data with limited use – run it long enough to gather the data you need, then be sure to disable it. Then, optimize the loading process for the scripts you decide to keep.

    2. Caching and minification:

    There are many tools and services for JavaScript and CSS file compression such as Uglify JS, YUI Compressor, Minify, and Node-Minify.

    Likewise, you can use a service for caching. Depending on how your website is built, you can try some of these options:

    • WordPress: Atlantic BT uses W3 Total Cache plugin on our WordPress website.
    • Drupal: Visit their wiki to find a partial list of the top used modules for improving performance and scalability.
    • Magento: Varnish is integrated into Magento 2.x by default and only requires a few configuration changes to get started.
    • .NET frameworks: The .NET framework offers various classes for caching along with custom classes to extend caching.

    You can use a JavaScipt build system like Webpack to compile and compress your site’s custom JavaScript and CSS. Some other highly used JavaScript build tools/task runners are Gulp and Grunt. All of these can be used in any CMS or non-CMS site.

    3. Optimize images:

    If your website is on WordPress, you have access to several plugins that will easily optimize images. Atlantic BT currently uses EWWW Image Optimizer. We can bulk optimize and auto-generate .webp images for all custom WordPress image sizes. We then serve .webp images with a fallback to a png or jpg format.

    If you aren’t in WordPress, this free API is supported by many CMS, platforms, and tools.

    4. Lazy load images:

    To improve page load time, try lazy loading images. The latest chrome supports native lazy loading via an attribute in, for example: <img src=”“path/to/img/img.jpg”” />.

    While Atlantic BT uses Vanilla Lazyload NPM for our website, Google’s developer blog also provides solutions for lazy loading.

    5. Serve content from a Content Delivery Network (CDN):

    With a CDN, instead of having a single server handle traffic, bandwidth spans across multiple servers. Serving content from a CDN will both create a faster experience for users and prevent downtime during traffic spikes. Many of Atlantic BT’s client websites use Amazon Cloudfront as their CDN.

    6. Remedy redirect chains:

    A redirect chain is when a single webpage is redirected repeatedly. These can creep up after many 301 redirect rules are written in the .htaccess file over time, especially between several people or teams.

    You can scan your site with a tool like MOZ to see what pages have multiple redirects. Then, clean up rules in the htaccess file and/or reduce the number of redirect rules by using regex where applicable.

    How page speed impacted Atlantic BT’s website

    Atlantic BT found that implementing these changes was well worth the effort! After deploying page speed updates in early October, we quickly noticed an uptick in organic traffic.

    From September to November, organic traffic increased by 18%. Better still, our website conversion rate increased by 60%.

    Even after deploying these changes, we continue to look for ways to improve our site speed and enhance UX.

    Need help increasing page speed?

    Atlantic BT is happy to share page speed tips with you. We offer page speed audits and can implement any recommendations to get your website back on track. Reach out if you’re interested in learning more about our web development solutions.

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  • 5 ways to write valuable anonymous case studies.

    5 ways to write valuable anonymous case studies.

    When working towards winning enterprise, government, and higher ed projects; smart organizations will only consider your services after reviewing past results. It’s in their best interest to make sure you have a proven process that serves the requirements of an organization their size.

    But sometimes, the most relevant examples of your work will be with an anonymous partner.

    You could simply stick to writing about businesses that allow you to use their name. Or, you could learn how to impactfully write anonymous case studies. Your portfolio will ideally have a healthy mix of both.

    Our 5 tips for writing anonymous case studies are:

    1. Lead with results.
    2. Come up with a name for reference.
    3. Use this name as little as possible.
    4. Take advantage of anonymity.
    5. Give very specific, tangible details.

    When writing anonymous case studies, you have three goals.

    Case studies are ultimately about building trust. But it can be challenging to build trust when you are hiding details. Your goals are to:

    1. Reduce suspicion that you are making this case study up.
    2. Prove that you have a game plan by showcasing your processes.
    3. Demonstrate that your processes get results for large brands.

    Achieve these goals by following our 5 writing tips.

    1) Lead with results. In order to distract from the fact you are not giving a name, focus on the results at the very beginning of the case study. You can do this in a summary format early on. Then, go into careful detail of the results at the end of the case study, where they naturally belong.

    2) Come up with a name for reference. You will have to refer to the business as something. You may choose to call it “this city,” “this South Carolina university,” or “this vehicle brand.” Whatever you choose, you want it to be as specific as possible without giving away the brand (or over-hinting in a way that could annoy your client).

    3) Use the reference name as little as possible. You do want to use a descriptive name to give readers a frame of reference in the beginning. However, overusing these pronouns can be awkward and remind the reader that you are hiding an identity. To reduce use of these names, structure sentences to refer to the project and work itself rather than the business:

    • The goal of this redesign project was to cater to predefined personas.
    • A new website would grow the brand and unlock new B2B opportunities.
    • A new system would allow for more administrative efficiency.

    4) Take advantage of anonymity. A common reason for clients to disprove case studies is they paint the company in a bad light.

    Since there’s no name tied to this content, you can get into all the nitty gritty details without embarrassing anyone. Was the project a total mess when you first came in? You can unveil all the business issues the company was facing, which can provide context that will enhance end results.

    5) Give very specific, tangible details. Detail your process as much as possible. Talk carefully about each step you took to solve the problem, what methods or technologies were involved, and what specific client challenges you tackled.

    Images are another way to tangibly show credibility. Best case scenario, use any visuals or pictures of your team working on the project that you can. Be careful to remove identifying logos, names, images, and data.

    An example of showing a project deliverable without revealing the company’s identity.

    Instead of rounding when presenting final results, use exact numbers for percentages increased, ROI, and any other metrics.

    An example of one of Atlantic BT’s anonymous case studies.

    In Atlantic BT’s case study about a redesign project (no longer available), we direct readers’ focus away from anonymity by highlighting the results right after the intro. We refer to the project as “a pharmacy school” early on, later using language that speaks directly to the project itself rather than calling out a name. For example:

    The new website included enhanced features and a scalable content system that supported growth.

    We then clearly define the work implemented, getting into details like card sorts, 3 methods for testing, and direct quotes from survey takers. These specific quotes act as metrics of success:

    • “It’s pretty clean. I like that there is a lot of space. It’s breathable.”
    • “It looks cleaner and a lot less chaotic.”

    We go into further detail by mentioning the original technologies used by this school and how we transformed the website with Advanced Custom Fields in WordPress.

    Anonymous case studies don’t always work.

    Many readers are here to skim, or just review a logo and images. In these cases, your hard work will do little to build authority with these readers. While you should never rely on anonymous case studies to build full confidence in a reader, they can enhance your existing portfolio of success stories.

    You may also consider using them as a sales tool to send to prospects you are already conversing with. In that situation, you already have some buy-in.

    Ready to grow your business strategy?

    Writing compelling case studies is a small piece of your content strategy. If you need support with market research, business process analysis, or digital strategy; our team is happy to help you get started. Contact us for a free consultation.

  • What are my options for WordPress editors?

    WordPress is a popular CMS due to ease of customization, a large community, and SEO-friendliness. WordPress lists over 55,000 plugins available to customize your website, and new ones are constantly being added to the mix. There are many different ways to use a WordPress site, from eCommerce to local businesses and large university websites.

    Because of WordPress’ versatility, there are many ways of setting up the website for employees to make content adjustments. For example, employees could build new pages with a drag-and-drop interface, or they could simply select a pre-styled page template and enter content.

    In this article, we will cover these popular editor options:

    • Page builders
    • Advanced Custom Fields
    • Gutenberg

    While each editor has their own sets of pros and cons, read on to learn more about the different options available and which may be the best fit for your website.

    Page builders, bands, and blocks – which choice is best for me?

    The best editor to use in WordPress depends on several factors:

    • The complexity of web features
    • The complexity of design
    • The amount of control you want your users to have in design
    • What tasks users will need to complete in the admin

    Page Builder Plugins in WordPress

    Page builder editors are drag-and-drop interfaces that, generally speaking, make it simple for admin users to design pages however they envision. Users will not experience constraints in design.

    Some popular page builder plugins include Beaver Builder, WPBakery, Divi, and Visual Composer. These drag-and-drop editors work best with a simple design and very basic websites.

    The primary benefit of using a page builder is that editors can create highly customized pages without any HTML or CSS knowledge. Additionally, if editors need to have full control, page builders give them the capability of overriding templates with their design changes.

    As long as the design is simple, editors can easily drag and drop content blocks and elements into a page to style how they like.

    Page Builder plugins work well when:

    • Design is simple
    • Admin users need full control of layouts and design elements
    • Developers do not make frequent design updates

    ACF Flexible Content in WordPress

    However, there are downsides to giving too much flexibility for admin users. Giving full control can create issues with branding guidelines and consistency in design across pages. It also creates constraints for developers, making frequent updates difficult and increasing technical debt over time.

    At Atlantic BT, we often find that ACF plugin with Flexible Content fields hits the sweet spot, giving clients some layout control while staying within brand and accessibility constraints.

    Each page is defined by a template, and each template has its own set of available bands. While bands are pre-styled by developers, editors can choose which bands to add to a page and the order in which they will display. They also have full control over the content added to each band.

    For example, there may be 10 bands available to use for a marketing landing page. A marketer can choose which of these 10 bands to use on the page, what content will display within, and what order the bands will display.

    ACF is especially useful when:

    • A website reuses components across pages
    • Developers will need to make frequent updates (they will experience less constraints than with page builders)
    • Companies adhere to strict brand guidelines, but need flexibility in updating content

    Gutenberg in WordPress

    Gutenberg is a new editor which uses blocks within pages. Users can drag blocks into the page, similar to a page builder, and customize with a visual editor. However, users still will not experience the full control that they do with page builders.
    Gutenberg includes a library of pre-made blocks, giving users many options for creating page layouts. Still, HTML and CSS knowledge is necessary for full customization.

    As an alternative, developers could also create custom Gutenberg blocks either through code or using the latest version of ACF.

    Some handy editor features of Gutenberg include:

    • Easily create reusable blocks, like a blog post CTA
    • Drag and drop an image to automatically create an image block
    • Easily style cover photos for blog posts with overlays and parallax effect
    • Quickly create multi-column content
    • Create tables inside articles

    Gutenberg was initially released in December of 2018. WordPress has worked out many of the kinks over time to boost this editor’s increasing popularity.

    What does Atlanticbt.com use?

    Atlanticbt.com currently uses a flexible band system with ACF. As we are continually testing new layouts with users, we find that ACF is the best system to facilitate developers making frequent updates.

    Furthermore, the bands are styled to be accessible and ADA compliant, brand consistent, and reusable across the website.

    Need help with your WordPress setup?

    If you are unsure of the best editor options for your WordPress site, need help learning how to use your current site, or are interested in upgrading – one of our experts is ready to help you get started. Contact us to set up a free consultation.

  • Why should I upgrade to Magento 2.3?

    Why should I upgrade to Magento 2.3?

    Magento 2.3 released November 2018, providing a wealth of new functionalities and improved experience for both Open Source and Commerce editions. Just a few new features include Progressive Web App, GraphQL as an alternative API endpoint, and Multi-Source Inventory.

    So with all these enhancements, why are people still hesitant to upgrade to 2.3 in 2020?

    Why are people hesitant to upgrade?

    It takes careful planning and resources to make changes.

    Upgrading to new versions should always be done with caution and careful QA. Developers will need to ensure the version installs correctly and works within your design and customizations. You will also need to check that all third-party extensions are compatible with the new version.

    New updates can bring new problems.

    When first released, Magento 2.3 users were experiencing a high volume of bugs. Fortunately, at this point many of the common bugs already have solutions. MageHost compiled a list of the top issues found in forums, offering fixes for each.

    Here are some of the top bugs (and solutions) mentioned:

    • External Request, Invalid Form Key Magento 2.3
    • Magento 2.3 issue on the local server
    • Magento 2.3 technical issue with the server while uploading files
    • Upgrade from Magento 2.2.x to Magento 2.3.0 issue
    • Magento 2.3 composer upgrade fail

    Why should I upgrade, and what new features are included?

    Aside from new features, upgrading to newer versions of Magento will keep your eCommerce store secure and well-supported.

    Magento 1 is reaching end of life.

    Magento announced that support for Magento Commerce 1 (Enterprise Edition) will end in June of 2020. Additionally, security patches for Magento Open Source (Community Edition) will only be released through June 2020.

    The Magento 2 community is growing rapidly.

    With Magento 2.3’s release in 2018, Magento also mentioned there were over 2,000 available extensions, 30,000 existing Magento 2 sites, and over 8,000 launching quarterly.

    With more websites upgrading, it’s easier than ever to access support within the community and find solutions to any problems you may face.

    Don’t miss out on new features essential to eCommerce success.

    While Magento gives a full breakdown of its new features, we’ve outlined nine features and how they will improve your eCommerce store.

    • Multi-Source Inventory: MSI improves operational efficiency when inventory is stored in multiple physical locations. With MSI, merchants can manage inventory via one central admin, assign products to each fulfillment source, easily track this inventory, and automatically control which fulfillment sources are used based on rules.
    • PWA Studio: With Progressive Web Apps, mobile commerce is high-performance, SEO-friendly, and reliable. According to Magento, PWAs have already been proven to increase conversion rates by 50%.
    • GraphQL: As an alternative to API endpoints, GraphQL will allow developers to query exactly the data they need using fewer API requests.
    • Page Builder: Developers are no longer needed to make simple CSS and HML updates. Page Builder includes a drag-and-drop interface, dynamic content throughout the website, and the ability to preview and schedule content.
    • Magento Shipping: Magento 2.3 includes support for new fulfillment options and increased availability globally.
    • Enhanced security: How secure is your store? Protect private data and login information with Google ReCAPTCHA and Two Factor Authentication.
    • Asynchronous & Bulk Web APIs: Boost performance by making API calls without waiting for previous operations to complete.
    • Declarative schema: Reduce redundant operations and make installation easier than ever before. Developers can rely on the system to automatically make database adjustments.
    • Improved indexing performance: Re-indexing times are reduced by more than 60% to support large sites with large volumes of products to update.

    Need help planning your Magento upgrade?

    Upgrading to Magento 2.3 will empower you to take advantage of all of Magento’s new features and boost operational efficiency.

    Whether you are interested in building a new eCommerce application, need help with third-party integrations, or would like to upgrade to a new version of Magento; our team is happy to help you get started. Contact us to learn more about your options.

  • Atlantic BT’s Top UX Success Stories

    Atlantic BT’s Experience Team is well-versed in business process analysis, user research, testing, and design. Our patented approach to solving complex web problems has lead to many success stories. Learn more about some of our company’s UX research and design projects throughout the years.

    NC.gov: Streamlining Web Navigation to Reduce Direct Calls

    NC.gov serves 9.9 million people in North Carolina. As a wide range of users attempted to navigate NC.gov, the link-heavy interface and discrepancies in navigation across different agencies frustrated visitors. This often led visitors to call the agency office directly instead of finding it online, wasting the time of state employees and taxpayers. 

    Atlantic BT reimagined NC.gov using a user-centric content governance strategy and digital style guide to unify the look and feel of every agency page. The new NC.gov used a streamlined, mobile-friendly sitemap that made it simple to find essential information across devices.

    Atlantic BT also performed persona research to create a flexible design system that would adapt to each agency’s needs. With a streamlined navigation, mobile-friendly sitemap, and a system for publishing new content; NC.gov achieved a user-friendly structure.

    ScottMadden: Building a Filterable Resource Library & New Taxonomy

    ScottMadden wanted to leverage the content on their website to engage their audience and develop relationships. However, the content was extremely difficult to find and lacked a human-centric strategy. Being a consulting firm, their people were the ones creating content and relationships, and the website needed to highlight consultants’ individual expertise.

    Atlantic BT developed a taxonomy to connect their areas of focus to both insights and the internal thought leaders creating these insights. A new insights library showcased all of their content, allowing users to search and filter for what they sought out. Furthermore, the library helped users navigate to similar content or additional pieces by the same author.

    Campbell University: Rebranding & Website Redesign

    Campbell University was in search of a partner to unify their brand and build a more effective website. Seventy-five percent of Campbell students and staff reported difficulty finding information on the university’s website, while each school used a separate design and navigation.

    Atlantic BT conducted in-depth research and workshops with many university stakeholders to identify pain points. We then collaborated with stakeholders to define universal elements to unify the look and feel of each school’s page. 

    Atlantic BT also analyzed which pages, images, and videos would be the highest performing tools for engagement, organizing these assets accordingly on the new Campbell.edu. We also streamlined the interface for the new Campbell.edu to make it more mobile-friendly, catering to a wider audience.

    As a result, Campbell University gained a modern, unified brand with consistent experiences across each school. They reported an increase in admissions and user satisfaction with their new design.

    NC State University: Conducting User Testing to Enhance Adoption of a New Application

    NCSU had a large quantity of diverse course offerings, which are summarized to students via a syllabus. However, a legacy of flexible policy caused an inconsistency in syllabi quality. NCSU wanted to create a new application to centralize and standardize syllabus entry for faculty. The application needed to be built with flexibility for changing configurations and easily adopted by users (both teachers uploading materials and students consuming them).

    Atlantic BT worked closely with the NCSU development team to architect a solution. The chosen JSON-based configuration method would provide the desired flexibility and ease of configuration. 

    Knowing that user adoption would be challenging, we performed paper prototype testing in the design phase to identify issues and improvement opportunities. Our UX and Design team created an interface for simple administration and use by faculty, with a roll out strategy shaped by previous test results.

    Learn More About our User Experience Solutions

    If you are interested in learning more about our services, reach out for a free consultation. Our Experience Team can help with project planning, user testing, and enhancing your website or application’s user experience.

  • What eCommerce Business Owners Need to Know About Accessibility

    Most websites are unintentionally built with barriers to people with disabilities. While Section 508 requires Federal agencies to have accessible websites, eCommerce business owners should also be wary of their store’s accessibility. For starters, the Americans with Disabilities Act (ADA) prohibits discrimination against individuals with disabilities, leading to many web accessibility lawsuits across the country.

    Could My eCommerce Site Face an Accessibility Lawsuit?

    Among other factors, an accessible eCommerce website: 

    • Can be read and navigated with screen readers
    • Uses alt tags to describe images
    • Incorporates color combinations that meet specified contrast ratios 
    • Can be consumed with a keyboard and monitor (no mouse needed)

    Therefore, if your eCommerce store was not specifically designed and tested by accessibility experts, it is at risk for a lawsuit because it doesn’t provide equal accommodations for users with disabilities. 

    According to the Bureau of Internet Accessibility, thousands of accessibility lawsuits were filed in 2018. Some of the most widely sued industries included retail and apparel stores, restaurants, and eCommerce websites. Some websites that have been hit with lawsuits in the past few years include: Nordstrom, Warby Parker, Kylie Jenner Inc., and Glossier.

    Why Else Should I Care About eCommerce Accessibility?

    First of all, making your eCommerce store accessible can help you tap into a larger market. According to the CDC, over 20% of adults in the US have a disability. This number is only expected to grow as the population ages.

    Secondly, while federal agencies are under the microscope with Section 508, many eCommerce websites have not caught up with the latest accessibility standards. At this time, making your website accessible can give you a competitive edge over other stores. 

    Finally, designing for accessibility tends to overall enhance UX. All users should benefit from implementing updates that make your website easier to consume.

    How to Test for Accessibility

    While an initial automated scan can pick up on obvious issues, other problems can only be discovered with a certified specialist or by getting real users to test. Atlantic BT uses a combination of the following for thorough accessibility audits:

    • Automated Testing – We use automated checkers to identify accessibility issues in your code.
    • Expert Reviews – Certified accessibility professionals review behavior on your site.
    • User Testing – Go straight to the source and test with users who have disabilities.

    Where to Start Enhancing Your Store’s UX

    Atlantic BT is well-versed with eCommerce websites and accessibility. Our CPACC certified professionals are able to audit your website, make recommendations, and implement design and development changes. Book and free consultation to learn more about our services.