Relying solely on wireframes and design elements to create a great user experience (UX) simply won’t cut it—but why not? Because an easy to use and visually appealing website falls short if the content isn’t there to back it up. To create the best experience possible, you need to give users what they want: information.

This guide is for those who don’t want to spend hours trouble shooting or going through the myriad Google AdWords API Documentation to get the API up and running. This guide is best suited for developers who are creating tools for an AdWords Manager Account or single AdWords account as this does not go through the Auth2 Workflow as that requires having users logging in and keeping their sessions continuously tracked and refreshed.

When designing a website, it’s pretty easy to get caught up in the latest visual trends and make decisions solely based on what you think looks the best. However, odds are when doing this, the final product is not going to be very user friendly—leaving a negative impact on the final design. Surely everyone has experienced this. You land on a website that at first glance looks beautiful and modern. However, once you go to perform a task or find a piece of information, you quickly learn that the UX was never thought through. You’ve probably experienced this through confusing navigations, slow page loads, or poor functionality.

You’ve spent a considerable amount of time, money and resources establishing your social media footprint. You have tens of thousands of fans/followers through several social media channels, and yet every time you post, you only get a handful of responses. What’s going on? Sadly, this case is all too familiar for many brands today. Here are some key reasons why this could be happening, along with some helpful tips for how to deal with this common issue:

If you build websites, you’re probably aware they tend to scale, or require the ability to in the future. New features are often requested by product owners, and building a site that conflicts with this nature is only going to give you (or your developers) a lot of headaches. This is why developing for scalability is almost a necessity in the current state of the web. Twig has great features that facilitate a modular development mindset. You can build twig files that can be included into other files, you can create files that can be embedded with their own variable objects, you can create files with dynamic blocks, and the list goes on.

William Horton writes, “Designing symbols one at a time can waste your time and lead to sprawling, inconsistent sets of icons. On the other hand, designing a coordinated set of icons: Reduces the effort required to design, draw, test, and revise the icons. Ensures and enforces fundamental consistency. Makes icons self-explanatory and deducible and helps users learn more quickly.” Creating a cohesive icon set may help create standards and invoke better user interaction. Great icon sets are simple, clear, accurate and consistent.

The customer journey to purchase is a complex one; whether you believe the journey is a spider web, a loop, or a linear funnel, the same three truths exist for all of them – awareness, consideration, and conversion. With advancements in technology, there is now a plethora of inventory options to advertise towards those consumers online. So I am going to try to simplify the digital space for you by outlining which tactics to purchase at what point in the customer journey to increase the effectiveness of your marketing efforts.

The purpose of consumer personas is to elicit empathy within the marketing, management, and sales process as it relates to the customer experience. Personas are neither real individuals nor should they be dated stereotypes. Personas should be created to illustrate fictional representations of the top targeted consumers for the business or product. Rather than assumptive models, personas should be created with backed research from reverse profiling databases or other forms of consumer data, where you can breathe life into them through more qualitative measures such as interviewing current and potential customers as well as sales associates. It is important that the information and data points collected and illustrated on the persona be relevant to the product or service as well as have the ability to evolve and stay effective over time. If the personas become stagnant, they can lose touch with the target market, leading to stereotypes, misplaced empathy, ineffective marketing plans, and lost sales.

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