Atlantic Business Technologies, Inc.

Category: Strategy & Design

  • Speaking Up on Accessibility and 508 Compliance

    As the deadline for Section 508 compliancy approaches, it’s important to remember that making a website more accessible isn’t just another task on the to-do list. It matters to people you see every day, perhaps even people you know well but never suspected needed a web experience different from yours. People like me.

    I never thought of my hearing impairment as a barrier when I was a child; it was simply a part of who I was. In middle school, that special time of security and confidence, it suddenly became more obvious. My fairly discreet hearing aids were being hooked up to an F.M. system, complete with attachable wires and a fanny pack to elevate my total lack of fashion. My teachers would wear a microphone, which allowed their voices (and occasional bathroom breaks) to supercede any outside noise and be broadcast directly into my ears. This was great for my education, but I was terribly self-conscious. I was different and now everyone knew.

    Oh, how I tried to be cool about it, but bravado has never been my calling card. If someone was becoming frustrated by having to repeat themselves, I would ask if they could communicate via the beauty of interpretive dance. This only made me weirder. My teachers were rarely subtle about what I needed and while I was grateful for their help, this often caused me to shrink away.  

    Balance: Manage Accessibility and Inclusivity

    It’s a given that UX manifests itself in a variety of ways. How accessibility is approached by an organization affects the experience an impaired user may have. It should be considered with the same thoughtfulness and care that any design element would require. Being knowledgeable and prepared, thanks to a strong vision and the right team to implement it, can provide accessibility without the ironic isolationism that can sometimes come with it.

    Accessibility services helped me stay on track, but I was always pulled away from the rest of my class in order to do so. Having to be forthcoming about my hearing loss was panic-inducing. In response, people often raised their voices to an abnormal level and spoke slowly, as if it was my comprehension skills that were lacking. I felt like a burden.

    Adaptation: Like Nicholas Cage, But Not

    Years later I decided that with enough focus and some decent lip reading skills, I could pretend that my hearing loss didn’t exist. This was achieved with varying levels of success. I no longer felt like a weight on the patience of my friends and family but now I was the one removing myself from certain situations in order to get by. I still couldn’t really be in the same room as everyone else.

    Now, as a fairly competent adult, I no longer struggle as I did with insecurity surrounding my hearing. It provokes some anxiety here and there but I’ve learned how to adapt and how to ask for help without shame. Friends often respond with surprise when they learn that my ears are more decorative than they are functional. I don’t strike them as someone who needs any assistance to be on the same page as everyone else. They don’t think I’m a person who is gleeful about captions on a video or the volume of a microphone being turned up just a hair more. The truth is, I am.

    Room for Everyone: Improving UX for Your Entire Base

    The number of people who will directly benefit from website accessibility is staggering. According to the World Health Organization, 253 million people are visually impaired, preventing them from reading web content without assistance. 360 million people are deaf or hearing impaired. For the sake of perspective, the population of the United States is 323 million people.

    Accessibility is also valuable to those with cognitive impairments, those with a temporary disability due to accident or illness, and to the elderly. Advocacy groups, like The A11Y Project, are hard at work raising awareness and providing resources, in an effort to implement change. Section 508 is more than a law to be followed; it’s the right thing to do.

    The Art of Accessibility: Taking A11y Action

    The benefits of accessibility are not lost on many technology leaders. Red Hat is dedicated to the cause as well as Shopify, who has embraced it as part of their culture. Closed captions on video, audio options for images, and support for assistive technology programs are just some of the ways that a website can be made easier to navigate for all users. An increase in engaged users is a win for everyone.

    Inclusivity is vital to the strengthening of our community. This is especially true of web content as our lives and social interactions become more digitalized. The internet is a place where we gather to share information, tell our stories, and help each other. Everyone should be able to be in the same room together.

    If you have questions about how to provide accessibility to your organization’s website, visit our page on 508 Compliance.

  • INTERVIEW: How to Launch an eCommerce Store

    By 2024, global eCommerce sales are estimated to reach $5.94 trillion. With this kind of marsoftware projectket opportunity combined with retail stores closing, it’s a natural next step to launch an eCommerce store. We sat down with Atlantic BT Account Executive John Proctor to get his thoughts on how to get started in eCommerce and key principles to keep in mind.

    Can you describe your expertise as it pertains to eCommerce?

    I’ve been selling and advising customers on eCommerce projects for the last 11 years. During my time at Atlantic BT, I’ve focused on the Magento space because it’s carved out a niche as one of the biggest and most used eComm platforms.

    My Magento developer coworkers have worked with that platform since before eBay bought them in 2011, stayed up to date through eBay selling Magento early in 2016, and are still breaking new ground.

    Long story short, we work hard to stay current on all the latest Magento plug-ins and customizations so we can provide optimal eComm stores for our customers.

    It’s not news that Magento is a great fit for medium to large businesses. But I never want to neglect startups and smaller shops which don’t need a platform that robust. This is why I’m working with ABT to build up our expertise on the Shopify platform, which is aimed at smaller businesses or simple business models. For these growing stores, Shopify takes a lot of the headache out of the online selling process.

    Ecommerce storefront
    Shopify’s platform makes it easy to launch a new eCommerce store quickly.

    Say someone approached you and wanted to launch an eCommerce store. What do you say next? What are the usual questions you ask?

    My first question is always “Are you a business already?” In other words, I ask if they already have a brick-and-mortar store or some other selling operation with inventory, pricing, and existing customers, or if they are getting started from scratch.

    With a start-from-scratch customer, I’ll immediately start discussing business questions like their marketing strategy, business model, and vision for their operation. It’s always vital to begin with a business focus rather than a technical one. This is because the website and eComm store we will launch can easily adapt to most business plans. The technology is designed to accommodate the business, not the other way around.

    It’s always vital to begin with a business focus rather than a technical one…The technology is designed to accommodate the business, not the other way around.

    Assuming this new contact has a brick-and-mortar store, my next move is to help them see the connection between the eComm website they want to build and their existing store. In many ways, online selling is exactly like a brick-and-mortar operation—you need to get customers in the door with marketing, make the shopping experience inviting and enjoyable, help them find what they want to buy, and encourage them to come back for more.

    So what are the significant differences between online stores and brick-and-mortar stores?

    The major differences between online and offline selling are 1) how customers get to your store and 2) the amount of data you can easily gather from online customers.

    For the first point, think of it this way: You might wander into a brick-and-mortar store by accident if you passed it in the mall and thought the storefront looked interesting. No one ever goes to an online store by accident—you likely found the website via Google or from an online ad or promotion. Again, this makes marketing very important to getting customers to buy from you.

    On the second point, eCommerce stores make it incredibly easy to learn about your customers because they generate data in every action they perform on your site. You can measure and analyze this data to find out how customers learned about your site, what items they looked at, what they bought, what they thought about buying but didn’t, and a lot of other observations.

    This is a big advantage eComm has over brick-and-mortar stores—to learn all this from an offline customer, you’d pretty much have to follow them around a store with a video camera and take note of everything they did. eComm gives you lots of good customer insight without the creep factor.

    Stacked carts
    Imagine knowing what every customer wanted to put in these carts. That’s the power of eComm data.

    How different is the eComm launch process for every different site? Is it more the same, or more unique?

    Mostly the same, actually. The launch works similarly for any store on the platform because that’s how platforms are designed, to streamline the process. Every launch covers common areas like how customers will pay for things, how you will secure the store, setting up the URL and hosting, things like that.

    This means it’s easier to launch an eCommerce store today than it’s ever been, especially on platforms like Shopify which make it easy to get an online store set up quickly. Providers like Magento will also bend over backwards to help you make your store work as well as it should. The 3rd party community support for these platforms is also really active to help store owners make any aspect of your operation (like accounting for state taxes on sales) run more efficiently.

    This means it’s easier to launch an eCommerce store today than it’s ever been, especially on platforms like Shopify which make it easy to get an online store set up quickly.

    What aspects of eCommerce do you wish your clients thought more about?

    Again, the big differentiator for successful eCommerce stores is strong marketing strategy. If your site has better SEO and advertising, you will have more visitors and more sales. Using SEO and PPC advertising to drive traffic to your website is crucial to keeping new people in your store. If you’re selling red shoes, you need to make sure someone searching for “red shoe store” will find you on Google.

    The best part about PPC is data. You pay for it, you measure the results, and it’s pretty scalable. You can fine tune your advertised words as well to make sure you’re getting the best results for the best price.

    Email marketing is a good example of a proven technique that many stores fail to execute. As my colleague Matt Deal pointed out, you need to set up marketing automation to follow up with customers who place items in a checkout cart but don’t complete their purchase. If you don’t email repeat customers, you will not get the sales and results you want. And once you use email, keep track of how customers are actually responding to these emails so you can use the data to actually improve your marketing instead of just shrugging and moving on. You always want to be optimizing your efforts.

    Security is another element you can’t afford to ignore. Would you build a brick-and-mortar store in a bad neighborhood and not put a lock on the door?

    I said eCommerce gives you plenty of data, but this data needs to be protected. That’s the flip side of eComm. Someone could hack your site just to get customer email addresses. This might not sound as bad as stealing money, but it’s still up to you to guard this personal information. If your customers suddenly get bombarded with unsolicited emails as a result, you have broken their trust.

    Unfortunately, security across the eComm industry really needs to be focused on more. Even for eComm veterans like ABT, we have to work hard to keep our customers’ stores protected and online. If your store isn’t secure, the PCI administrators who process most online payments might audit you. If they audit your store and find something wrong, your store is shut down immediately until it’s fixed. This means zero revenue until you fix the problem. If that’s not bad enough, this can also damage your reputation as well because your customers all know something was up.

    If there was one popular eCommerce trend you could kill with fire and have it never come back, what would it be?

    Just not putting in the effort! I get disappointed when stores KNOW that they should do more advertising or add security and simply shrug and don’t change. Also, rotating Hero images and banner ads are a really cheesy way to promote the same things to everyone who comes to your site. Advertising should be more targeted so customers will see ads for things they actually want.

    Ideally, any customer we work with, we want them to be able to grow and scale. This means asking business and marketing questions instead of just rushing to get their eCommerce store online. Plan for your growth in advance, and we can help with any technology you need. The sky is the limit.

    To learn more about ABT’s work in eCommerce, please visit our eCommerce resource hub.

  • ABT Launches Award-Winning Site for Training Industry

    We are proud to announce the launch of the new TrainingIndustry.com. As a trusted source of information on the business of learning, Training Industry, Inc. provides in-depth articles, videos, blogs, and other rich content on the latest business trends and technology for corporate training professionals.

    When Training Industry developed the requirements for its new site, its leaders focused on ensuring the website would deliver the highest-quality user experience on all devices and create an environment that would make its original editorial content and resources easily navigated and useful to its audience. The new TrainingIndustry.com has already received a Gold Medal by the International Marcom Awards. 

    The new interface of TrainingIndustry.com
    The new interface of TrainingIndustry.com

    What’s New for TrainingIndustry.com

    Here’s how ABT designed the new TrainingIndustry.com with a stronger focus on empowering users both inside and outside the company:

    1. Created a new content platform for the Training Industry team on WordPress,  which provided substantially more control and agility for its content team in the development and publication of new articles and posts.
    2. Improved the site navigation and usability, making it easier for visitors to locate and engage with the content they want to find.
    3. Achieved a dramatic improvement in page load times by integrating the site with Amazon Web Services CloudFront. This CDN helped the new TrainingIndustry.com achieve a AA rating from GT Metrix.Performance Stat Improvements for Training Industry
    4. Optimized mobile performance using CloudFront to deliver faster loading on small screens. This includes “lazy-loading,” which makes the page only load images inside the viewport. Images below the viewport will not load until the user begins to scroll, speeding up load times.
    5. Enhanced user experience with custom code that displays calculated read time for each article (based on word count, images and inline content) and a dynamic progress bar measuring how far the reader has scrolled in a post.
    6. Updated the magazine section adapted from Training Industry Magazine; this section include featured article templates allowing admins to select multiple layouts and typography options to emulate the rich graphic layouts of Training Industry Magazine when articles are presented on the website.
    7. Implemented a more dynamic and flexible ad layout system that allows Training Industry admins to target ad zones based on custom terms, taxonomies and other properties.

    As one of ABT’s longest client relationships, we are excited to help power the future of Training Industry with this new dynamic design for their site. Experience the new TrainingIndustry.com for yourself and let us know what you think.

  • ABT Brands New MacGregor Software Products

    Since its founding in 2012, MacGregor Partners has made a major impact in the supply chain and logistics space. What began as a one-man consulting operation under CEO and founder Jason Ziegler has since become a multi-state business fulfilling logistics consulting contracts across the globe for brands like Kraft, Makita, and Kellogg’s.  

    As the company expanded, Ziegler and the rest of the leadership team wanted to move beyond consulting and into the software space. MacGregor developed two new software products designed specifically for supply chain analysis and document sharing. While the company was proud of their new products and their capabilities, they needed to craft a powerful brand for each product that would match its potential to transform how companies handled their supply chains. Because of our background in developing marketing strategy and site design for their company, MacGregor’s chose Atlantic BT to handle this branding project.

    Designing the Brand for Logistics Toolbox

    Logistics Toolbox is MacGregor’s new data analysis software. Designed as a unified platform for supply chain oversight, Toolbox pulled data from warehouses, manufacturing facilities, transit operations, and a host of other supply chain touch points in order to equip logistics stakeholders with a shared view of their operation.


    To find the right brand mark and design for Toolbox, we began by researching more about the industry MacGregor serves. This involved a deeper dive into the language of the supply chain space as well as the types of design and brand imagery that most resonated in this landscape. Because the product thrived in its ability to bring together unstructured data, we designed a geometric style and topography that matched the imagery of mathematical diagrams.

    How e-Doc Became Folio, the Signature Document Solution

    MacGregor’s new document software presented a different brand challenge. Known during development as e-Doc, this product enabled supply chain personnel to digitally sign multiple shipping documents with one signature. It also created a digital depository for all bills of lading and other documents related to the movement of a shipment across a supply chain. Users could use e-Doc to search for and analyze any document from any part of their logistics operation. However, the generic-sounding name e-Doc did not capture the unifying potential of this MacGregor product. To create the right brand, we needed a new name.

    Choosing the right name for this digital document software required both research into the supply chain industry and outsider creativity. The product’s essential function was consolidating paper files into an organized, secure collection. That in mind, we wanted a name that would be recognizable to supply chain stakeholders who were used to sorting through numerous papers and trying to make sense of them. At the same time, we wanted something more memorable than on-the-nose names like “digital file cabinet” or “smart binder.”


    Our answer came from literature. As we explored “portfolio” as one of the possible words to use in the product name, one of our team members with an English degree pointed out that Shakespeare’s original play manuscript was called the First Folio. Because MacGregor’s document repository acted as the definitive collection of original files, what this new product represented was essentially their version of Shakespeare’s ultimate manuscript. The name Folio struck the right balance between familiarity and originality to truly engage MacGregor’s audience, and inspired us to come up with a brand mark that evoked the product’s online document origins.

    Partnering for the Future of MacGregor

    In addition to these new product brands, Atlantic BT also worked with MacGregor to design their new homepage and network of sites. The new MacGregorPartners.com not only delivered a new navigation and look, but also focused on the new products which MacGregor would treat as integral parts of their company strategy. The result is a more cohesive online experience of this new breakout company in the logistics and supply chain space. Atlantic BT and MacGregor look forward to future collaborations toward their brand, site, and other marketing endeavors.

  • ABT Launches Quick Start Program for Cost-Effective Insight

    Data-driven insight. This phrase shows up so often in B2B content marketing that it’s nearly a clichĂŠ. The phrase inspire images of a massive enterprise having an army of analysts dig into huge masses of data and then present 90-slide powerpoint presentations about the state of the market. In short, data-driven insight seems complex, expensive, and time-consuming. 

    ABT aims to change that. Our new Quick Start programs make deep data-driven insight available to organizations of all sizes. From workshops to detailed reports, these 3-week programs give all our clients trustworthy and cost-effective digital insight at the right price for any company.

    “We designed our Quick Start program to adopt our in-depth discovery process—which we’ve used for large clients like NC.gov, Campbell University, and Global Knowledge—into a condensed and quick-to-execute format. It’s exciting to take our love of data analysis and make it more time- and cost-effective for all our clients.”
    Eileen Allen, ABT Chief Marketing Officer

    Here are previews of our first four Quick Start programs. Click each link for more information about how to begin.

    The First Four ABT Quick Start Programs

    Lean Website Discovery – Rapid insight to kickstart any digital project

    Our Lean Discovery program delivers data-driven answers to strategic technology questions questions. Our experts will deliver quick, cohesive analysis and documentation of the challenges and possibilities you face with any new website project. This helps prevent costly mistakes in implementation and sets up your site to be more successful and reliable over the long term.

    Application Portfolio Diagnostic – Deep report into your utilization of key business apps

    Our Application Portfolio Diagnostic helps you assess the health of your organization’s application portfolio. Using this structured, objective mechanism for collecting user feedback about your application suite, we analyze the effectiveness, criticality, and utilization of each application in your business.

    Digital Marketing Audit – Fast-action plan to analyze, execute, and evaluate digital campaigns

    Our Digital Marketing Audit reveals ways to improve your tactics, reduce waste, and increase your return on investment for customer outreach. Our proprietary, multidisciplinary approach examines your marketing program from the ground up—providing a 180-day action plan to improve your bottom line.

    eCommerce Launch on Shopify – Start your online store on an easy-to-manage platform

    Our eCommerce Launch on Shopify is a streamlined process that gets online stores set up and ready to sell on an easy-to-manage platform. In addition to launching your online store, this program offers a long-term analytics and marketing plan to maximize conversions over time.

    To keep in touch with our ongoing updates to the Quick Start program and other news from ABT, follow us on Twitter or sign up for our newsletter.

  • 5 Content Strategy Tactics for Higher Ed Sites

    Tips and Tech to Graduate Your Content to a Higher Level

    Your higher ed website is more than just text and images. Done right, your university site is a digital canvas that allows your users to find and enjoy the content and information they need. Done wrong, and your visitors will bounce from your school’s homepage immediately and just ask Google where the right content is hidden.

    Intro to Content Strategy is over. It’s time to advance your college website with user research, analytics, and technology that graduates your content to a higher plane:

    1. Study your higher ed audience(s).

    Great content strategy begins with user research. Google Surveys and Survey Monkey make it easy to gather feedback from the kinds of students and visitors you want. It’s also smart to run stakeholder interviews in and outside your university or school to learn more about potential improvements to your design and content.

    2. Higher ed users think, act, or learn differently, so give them options.

    Some skip the top-level navigation to click on images. Others lock onto your search function as soon as your homepage loads. You want to design an open content strategy so it’s easy for any higher ed user to find the right content no matter how they search for it.

    3. High-performers know the importance of testing their content.

    Even in an academic setting, nothing published online is meant to last forever. This makes it crucial to always measure the performance of your content so you know what to alter and improve. Even if you don’t run formal user testing, enable Google Analytics on your university sites to monitor how each page performs.

    4. Teach stakeholders to manage their own content—with governance.

    The more you empower each team in your college or organization to create, edit, and share their own content, the more you can think strategically about how to lead your organization’s outreach. This takes a flexible CMS with strong content governance and guidelines—for example, that’s why 7 of the top 10 universities in the world rely on Drupal.

    5. Design with search in mind.

    A huge portion of your users will arrive on your pages after Googling what they need. You want to make sure they find what they want by using accurate headings and subheadings based on a tested and approved taxonomy. Also, please don’t forget meta description text!

    Technology for Higher Ed Content

    At any stage in designing a higher ed site, there are a number of cloud-based tools available to make your strategy work easier. Content audit tools like Blaze can not only perform crawls of all your pages, but also make it simple for your entire team to share one view of any domain. This builds a powerful consensus on how to best optimize content across your site.

    And once you have the right content in place, you want to ensure it loads as quickly as possible. While you can’t control the bandwidth on your users’ Internet connections, setting up a good Content Delivery Network can cache your content and deliver better load times. We prefer Amazon Web Services CloudFront for our websites, but explore your options to find the right CDN for you.

    Finally, if you want stakeholders across your organization to contribute content, you need a platform that both facilitates publishing and enables flexible governance. GatherContent is our favorite example; this web application lets you rapidly produce new pages according to preferred templates, then define which users have editing and publishing privileges.

    If any of this inspires questions, our content strategists will be delighted to help you with advice. Just drop us a line and we’ll get right back to you.