WebP Files – An image format for the Web

Category : Hubspot

WebP is a modern image format that provides superior lossless and lossy compression for images on the web. Using WebP, webmasters and web developers can create smaller, richer images that make the web faster.

WebP is an image format developed by Google in 2010. It was created to be an alternative to formats like PNG and JPG, producing much smaller file sizes while maintaining similar image qualities.

WebP lossless images are 26% smaller in size compared to PNGs. WebP lossy images are 25-34% smaller than comparable JPEG images .

Lossless WebP supports transparency (also known as alpha channel).

Lossy, lossless and transparency are all supported in animated WebP images, which can provide reduced sizes compared to GIF and APNG.

Click here to read the rest of the Slite Document.

Mailchimp Sunset Workflow

Category : Email Marketing

Sunset workflows are a great way to filter out unengaged contacts, thus keeping your email lists clean. I’ve discussed these workflows in the past, and I’ve implemented them for several clients. However, Mailchimp does not have a native way to automate this process, which made this difficult to implement for Sykes Elder Law.

Although you can easily create segments of unengaged contacts, these segments themselves cannot be used as a journey/workflow trigger. Alternatively, you can add filters to Mailchimp’s available workflow triggers. But there still isn’t a way to trigger contacts to enter the workflow specifically because they were/became unengaged.

So, I had to create a bit of a workaround to get this working as needed.

PIC Product Configurator

Category : Knowledge Share

We need to create a base product in WooCommerce that is configurable and will provide an SKU without creating a product for each SKU.

For an example product to follow along, you can click here!

The product has a bas SKU and a price, and these get updated based on the attributes selected. This particular product has 9 attributes with between 2 and 9 options to select to define the product. There are a total of 43 alternatives if we sum up the 9 attributes and a total of 508,032 combinations of these alternatives.

It’s clear that creating variations for all of them is impossible. However, just adding 43 SKUs and 43 price increments is something possible to do.

We decided to create a plugin that would allow us to transform a WooCommerce simple product into a configurable product. Woo admin would be able to select for these products which attributes are going to be part of the configuration and which of those attributes are required fields. Then, for the attributes selected the admin would be able to add SKU and price increment corresponding to each option.

The new SKU and price will replace base SKU and price in the sales process.

Product Configurator plugin results…

Once the plugin is installed and activated for simple products, two new tabs are available: Product Configurator and Product Configurator Settings.

In the Product Configurator tab, the attributes that are going to be part of the configuration are selected and also if those are required in the product page.

In the Product Configurator Settings tab, the “extra” SKU and price increment for each option of each attribute are filled there.

The client side of the Product Configurator would look like a variable product with different options. The price and the SKU will be updated based on the selections made.

The new SKU would be added to the title of the product as well.

This is an overview of the PIC Product Configurator project. For the full write up from the R&D team, check out this page that documents all the details and resources necessary for engineers!

Hero Mission Content

Category : Knowledge Share

What the heck do we do with all this content?

How do we use this content?

Now that we know who our Hero is, and we are writing all this good content, what do we do with it? The blog posts and offers will hit all the touchpoints on the Hero’s journey and provide offers to convert them from website visitors to leads. New content needs to be promoted, shared, published, repurposed, and reused! Every new piece of content is used on multiple platforms to reach your Hero where they are researching and spending time.

But that’s not all!

Website Content

The first step after the workshop is to take our mission storyboard and Write > Optimize > Publish > Repeat!
Every chapter contains several pieces of website content to be written and published on your website. Each of these will be optimized for maximum SEO benefit. Content is often in the form of blog posts, but may also be case studies, website pages, infographics, and more.

So what about the offers?

This is where it gets good.  The offers we create for each chapter are designed to help the Hero on their Mission and to be enticing enough for prospective Heroes to give us their names and contact information. When we match the offer with the content from the chapters, we move the Hero along the path to becoming a customer.  We do this by adding CTAs on the chapter content to drive them to the next step, which is downloading the offer.

Organic Social Media

The key to organic social media is to share content that is valuable to your audience. The most difficult part of organic social media is finding good, unique content to share. The Mission storyboard details your Hero’s needs, values, and potential friction points, giving us plenty of ideas for generating valuable organic social media content!

After every blog post or offer is published, we post about it on the social media platforms your customers use most.

We don’t just post once. We take the content, break it down into highlights, and create a schedule for sharing these highlights. Now you don’t just have blog posts, but a bank of great social content to share and engage with your audience on social media.

Social Media Ads

What do you do with engaging organic social media content? You push it out to your target audience!

Being successful on social media usually requires some investment. Identifying your Hero’s interests and traits makes it much easier to serve them the content they didn’t yet know they needed. Depending on your Hero, this can be on Facebook, LinkedIn, Twitter, Instagram, WhatsApp, Nextdoor, Snapchat, TikTok or any platform that promotes content. We choose the ones that are most relevant to your Hero.

Push them along! So, they’ve engaged with your posts or ads… Now what? Here is where the offers come in again! Use targeted ads to showcase your offers to the people who engage with your content. They told you they need you, now help them get to the next step.

Google Display Ads

Similar to pushing it out on social media, Google gives us a platform to share that valuable information all over the WWW. Using Google’s display ad network, you can get the message in your storyboard popping up on websites across the Internet in banner and native placements on websites your Hero is visiting.

And the offers? Show them where your prospects are! Yes, again, let’s get those people that engaged with your content and bring them back by showing them banner ads promoting the offers!

Google Search

Running Google search ads? Hero Mission content is a great way to supplement your search ads. By adding sitelinks to ad copy, we can give users more ways to see that you have the answers to their questions in their search results. We can also target keywords related to the content and friction that a potential customer may be searching for and drive them to your content where they will find your offer CTA and an opportunity to convert to an MQL.

Email Marketing

What about email? There are TWO ways to make email marketing and your storyboard work together!

In your email list is a segment of people who are dying to learn about what you just wrote.  Find them and send them an email letting them know you just published this information that you know they want. And those that visit the site may convert on the offer you strategically placed a CTA for.

And if they engage and don’t convert? Send them an email and tell them they can get more info from the offer.

Nurture Workflows

The second email marketing application for the storyboard content is to nurture those converters into leads and customers! After someone converts on your offer, what’s the next step? Often, they still need a little nudging before they want to reach out and engage in a sales situation. So, we need to encourage them to take the journey with us. Nurture them until they convert!

A nurture workflow puts valuable content in your lead’s inbox over time, helping them with their Mission and keeping you top of mind. Use your storyboard content and offers in an automated workflow to nurture those leads and help them successfully complete their mission with you.

The Process

Using the new content, we provide valuable advice and information the Hero needs to be successful while at the same time presenting you as an authority and premier provider of the product or service they need. This creates a path from awareness to SQL that will help your Hero complete their Mission.

Future of WordPress

Category : Knowledge Share

Jatinder attended WP Engine global event and the following are the advance techniques to build a website for best practices. Let’s make it a goal to start implementing pending techniques in 2023!

There has never been a better time to specialize in WordPress development. WordPress continues to eat the Internet as the world’s favorite content management system. Learn about the challenges and opportunities that lie ahead for WordPress developers in 2022, and what WP Engine is building to help make what we love doing even better.

1) Performance Fixes

(a) Third Party Scripts – There are sites that use 3rd party scripts like embedding a hubspot form or mailchimp or any other script. This is good for adapting new techniques but this is often reported when we test our site for speed. This hurts our website speed because it takes times to execute 3rd party scripts.
When we add a javascript in our sites we use ==
“<script type=”text/javascript”>”CODE</script>”
Solution – USE PARTYTOWN SCRIPTS -— https://partytown.builder.io/partytown-scripts

(b) Media – We have so many formats emerging for images nowadays. We know webp and according to us it is smallest amongst all. This type of format helps in images to look same to human as jpg or png but are very small in size. There is new format emerging that is “.avif” which is even smaller than webp. According to stats developers have not started using it much but this can give us high opportunity in performance of website because media always matter.

2) Device Capability (Future)

(a) User Settings – What we normally test when we create a website? We often test a website in mobile, ipad, laptop, wide screen and much more but now trend is changing. We have to more focus on user settings like darkmode v/s lightmode, font size, reduced motion and such. We have to think about this while developing so that our site looks perfect even if user changes the settings of mobile or desktop.

(b) Layout and design – Layout and design should be based on CSS container classes and less media queries. This can save us tons of time while writing css…
Example – https://www.w3schools.com/w3css/tryit.asp?filename=tryw3css_containers_div
NOTE – We are already using it. We are already using bootstrap and such.

3) Think Components, Not Pages

(a) Build a site using components and not pages – For example create a site using blocks in guternberg and not like traditional long pages where we have to write HTML.
NOTE – We have already started using it and our PIC theme is also based on blocks.

(b) Javascript Frameworks – React, Vue or Angular. This frameworks are component based and are reuseable and testable.
Benefits of JavaScript frameworks
1) The biggest advantages of a framework is to help us save time and maximize productivity.
2) We get to explore a wide array of libraries with various features that help us build on our imagination.
3) This way, we know how something can happen, and then we apply it further to enhance it.

For Jatinder’s full presentation, check out the Slite doc here!