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How to Measure the Impact of Content Based on Intent

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How to Measure the Impact of Content Based on Intent

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

When it comes to measuring the impact of content, you might think of KPIs like “sitewide conversion rate”, or picture an upward graph that shows an increase in traffic.

But are those metrics really meaningful? In this piece, I’ll argue that, no, they’re not. Instead, let’s focus on getting you actionable insights that can help your content flourish, by measuring its impact in a meaningful way.

The problem with sitewide conversion rates

Unless your website is a one-pager, the likelihood is that not all of your pages have the same intent. So why do we still measure conversion rates across an entire site?

The quick and honest answer here is that we do this because it’s easy and because that’s the way it’s always been done. But in reality, measuring your conversion rate across an entire site doesn’t give you any actionable insight – even when used in conjunction with volume of traffic.

It’s an oversimplification.

Using a sitewide conversion rate neglects to consider pages where the intent isn’t to buy something. Think about your blog pages, customer services or FAQ pages. A growth in traffic to these sections won’t directly lead to an increase in sales. But what it will do is drop your sitewide conversion rate. That’s not a bad thing, it just means that using sitewide conversion rates on their own isn’t the best way of measuring performance here.

The answer instead, is to make sure you can report on the intent of your pages to be able to understand what’s performing well and what’s not in their own right.

How can you do this? Well… we separate the pages in our reports based on their intent.

Separate pages based on their intent for reporting

Separating out pages based on their intent for reporting might sound like a pain, but there are ways you can automate this.

The biggest trick you can use is the URL structure. If you have a neat hierarchy, then this can work wonders to help you to group your pages in a way that makes sense to you.

Once they’re set up, you’ll be ready to report on your performance in a flash next time!

Here’s how you can do this in Google Analytics, Data Studio and in Excel/Google Sheets.

How to create segments in Universal Google Analytics

Creating custom segments in Universal Google Analytics allows you to pull out your data in a way that makes sense to you. It also allows you to quickly pull these segments into other reports, saving you countless hours.

What about GA4? “Segments” aren’t available in standard reports in GA4. An alternative called “Comparisons” are, but they can’t be saved once you exit the report. The key mechanics of how Comparisons work is similar to Segments, but can only be used as a quick review rather than an in-depth report. For in-depth reports that use Segments in GA4, you’ll need to visit “Explore” from the left hand tab and set up a new report.

If you haven’t used segments yet in Universal Analytics, you’ll find these by clicking on the blue circle of “All Users”. You’ll also see a button for “Choose segment from list” when looking at virtually any report in Google Analytics.

In Universal Analytics, you’ll see a list of segments that have already been created for you. But for now, these aren’t the ones we want to use. We want to create our own almighty segments.

So go ahead and click the big red button of “+ New Segment”.

Now you’ll need to give your segment a name that will help you find it again later.

Here you can segment your data in pretty much any way you can think of. But for the purposes of today, we’re looking to create a segment to work out your conversion rate based on the intent of the page they landed on. For that, we need to head over to the “Advanced” section under “Conditions”.

This is the place where the magic happens.

You can first choose whether you want to filter based on sessions or users. As we want to find sessions that started on a particular section of your site, you’ll want to keep this filter to “Sessions” and “Include”.

Next, you need to think about what section of the site you want to look at. One of the easiest ones you can start with is blog traffic, especially if you have /blog/, /news/ or similar as the defining hierarchy in your URLs.

If you have both sections, then you can lump these together by using the “OR” function of the filter. This will then show you all of the data based on landing pages that contained either the /blog/ or /news/ in the hierarchy.

One tip: be careful which match condition you use. If you choose “exact match”, then this data might not include ALL of your data, as it won’t include any page landings where parameters were appended. Equally, if you have a hierarchy where the URL you’re looking to match is also used in other pages, then you might have to add exclusions to your filter.

When setting up your segment, always double check your data against your expected raw data in Google Analytics to check for accuracy. Small differences in the way you’ve set up your segments can impact the reliability of your data as you could either under- or over-estimate the volume of traffic, conversions or goals by assuming that your segment is giving you an accurate view. So, manually checking the raw data output against your logic can help to find any holes (or you could even create counter-segments using the reverse logic to check that you’ve covered 100% of your raw data).

When you save your segment, you’ll be able to review your subset of data in seconds, and pull them into other external reports.

Here’s an example of what you’ll typically find when you’re looking at a conversion rate for all users, alongside your segments for commercial pages and blog pages.Your ‘true’ conversion rate for the pages that are designed to convert is much higher than your sitewide conversion rate. You’ll also see that your blog traffic (that might not be designed to convert) has a lower conversion rate – which has impacted your sitewide conversion rate, skewing your outlook on how they’re actually performing.

How to create segments in GA4

To use segments in GA4, you’ll need to visit the “Explore” section. Here, you’ll be able to create your own custom reports and delve deeper into your segmented data. If you’re new to GA4, it’s worth reading Google’s guide to Explorations.

In Explore, segments can be found when setting up your report — you can even add a separate comparative segment to benchmark your data against.

To add a new segment, click on the “Segments” section shown below on the left.

You’ll then be given options to “Include” and “Exclude” your dimensions based on metric values.

As the naming conventions of dimensions in GA4 are different to Universal, you’ll need to include sessions where the “Page location” (URL to me and you) contains “/blog/”. You can add “Or” statements here too if needed.

Once you’ve set up your report, with Explore, you can customize the metrics to view in your reports and choose how to visualize it, unlike Universal Analytics. The world is your oyster to create custom content-based reports here!

How to create Data Studio filters

I love using Google Data Studio. I think it’s an underused tool for content management. Sure, it’s used a lot for top-level reporting, but I’m talking about the real juicy, actionable reports.

When it comes to making deep-diving reports, using Data Studio saves time and allows you to bring together data from different sources like Google Sheets, Search Console, and Google Analytics.

When setting up your data sources from Google Analytics, you’ll be given the option of adding a Google Analytics segment (you’ll have to scroll down to the bottom of your data tab). Here you can import any segment you’ve already made. I’ve imported one of my brand’s Google Analytics segments:Staysure blog.

As well as being able to import segments, you can also create your own filters when you click on “Add a filter”. Doing this prompts this box:

Here you can give your filter a name. This isn’t saved back to Google Analytics, and will only ever be found in the Google Data Studio report that you’re working on, so if you want to work on something particularly complex that you want to reuse, it’s worth adding your conditions as a segment in GA.

Above, I’ve replicated the segment in GA to show you what it would look like if I only wanted to create that filter in Data Studio.

Another benefit of using Data Studio for reporting rather than Google Analytics is that you can layer your filters and blend data together to build in-depth reports that you can jump into without having to dig through data time and time again.

So, if I wanted to find out what percentage of organic landings my page contributed to, that answer’s pretty hard to find in GA without writing down numbers somewhere else, or scrolling through a full dataset.

Instead, in Data Studio, you can use the organic segment from GA and add on a custom filter to look at just the page you want to review. To get your magic number, blend the data to pull through:

  • Left hand side: All organic traffic: Dimension: Page, Metric: entrances (+ add a filter for organic)

  • Right hand side: Your new ‘page only’ segment: Dimension: Landing page (to act as the key match), Metric: entrances .

To make life easier, rename the fields by clicking on the “ABC” or “AUT” box next to the field name so that it’s something different…

Once you’ve blended your data, you’ll need to create a new field. To do this, click on the Metric title that’s used for your new blended data chart – this then expands to show you data from table 1, table 2 and a new option at the bottom with a plus mark and “Create Field”. Click this to see this pop up:

Here you can create your own formulas based off of your datasets. So this is where we do SUM(my chosen page entrances)/ SUM(all organic landings). It’s important to add the “SUM” when adding calculations to blended datasets to amalgamate the data.

Finish by naming your field and boom. You now know – for any date range you’ve chosen, what proportion of organic traffic that page accounts for.

If you want to get really fancy, you can even add a comparison date range to see how this percentage changes over time.

Creating segments in Google Sheets/Excel

If you want to go old-school, you can even filter pages in Google Sheets, or Excel.

Without manually going through each of your data points, you can create a new column and use a nested “if” statement mixed with a “regexmatch” statement.

This formula has been used on some dummy data to show how you can speed up the categorization of pages based on URL mapping:

=if(REGEXMATCH(A2,”travel-insurance/”),”commercial”,if(regexmatch(A2,”news|blog”),”blog”,if(regexmatch(A2,”/customer-services/”),”customer services”,”other”)))

You can then use pivot tables to compile your data into segments.

Here, I’ve created a new pivot table using the above data, using the “Group” as the rows, and “Traffic” as the values. I’ve then changed the traffic values to show as a percentage of the column instead of as a sum. This now shows me, in a quick snapshot, how much traffic is attributed to each page type. Using this method can help to segment your data and see how your pages perform based on their intent. Add metrics like conversion rates, phone calls and softer metrics to really understand what makes these pages tick.

What to do if your URLs aren’t clear when intent mapping

If the structure of your site doesn’t make it easy for you to map your intent easily, then you might need to create a master sheet of intent.

This can then be referred to via a VLookup in sheets, or to be used as a blended dataset in Google Data Studio against your other data.

If you want to get really fancy, you can tag your content data in Google Analytics by using a data import into a custom dimension. But you’ll still need to do the hard work in mapping your intent yourself.

Introduction to attribution modeling

Now you know how to review the impact of your content based on its intent, it’s time to make the story a bit more complicated.

Although measures of success with informational intent pages are seen as smaller wins, these pages can also help attribute to sales — eventually. Or, sessions to commercial pages that didn’t convert on a first hit might eventually lead to a sale a while later.

By only reviewing direct conversions in Google Analytics (which is the native metric that’s used), we run the risk of missing opportunities and not seeing the bigger picture of how people use our sites. This could lead to making decisions like culling content that’s actually helpful.

We know that people don’t live in a linear world. We don’t see a product we love and buy it immediately. (Okay, sure, I will put my hand up and admit that SOMETIMES, that’s how the world works.)

But most of the time, we hem and haw over decisions, shop around, look at various sites on our mobiles, searching via Google, social and asking our friends and family for input. We swap devices before we decide what to buy, or we might even walk into a real life shop and talk to someone about it.

To measure this kind of behavior is called multi-channel attribution modeling. It’s an understanding that people don’t simply visit and then buy in a linear way. Their decisions are multifaceted and that means our analytics should reflect that, and attribute leads or sales accordingly. There’s a great introduction to multi-channel attribution modeling by Avinash Kaushik if you fancy wandering down a rabbit hole of discovery there.

You’ll find loads of information on how to use attribution modeling in Google Analytics on a channel basis, but what you often won’t find is how you can do this on a landing page basis.

A search for “attribution modelling” “google analytics” gave me only 17,300 results on Google, suggesting it’s a pretty niche area in itself. Yet adding “landing page” in there, delivered only 2,790 results.

So, not a lot of people are talking about this super powerful report. The reason why they aren’t talking about it isn’t because it’s a secret. It’s because it’s really hard to find.

Assisted conversions by landing page

To get to your assisted conversions by landing page report in Google Analytics, you’ll need to go to Conversions > Multi-Channel Funnels > Assisted Conversions.

Here, you’ll see a report that shows all of your assisted conversions, based on all of your goals.

Before we get too distracted like a kid in Disney World, let’s set this report up properly with the intention of finding out assisted conversions by landing page.

1. Change the conversions this report sees as a goal from “all” to sales, leads, etc. — whatever you deem as a conversion and are actively tracking. If you don’t change this setting, you’ll also be viewing all of your micro conversions that you’ve set as goals like video views or time on site.

2. Change your lookback window to something meaningful for your business. You can set this at any number of days up to 90.

    3. The report you’ll see will automatically be set to channel groupings. The suggested options for the primary dimension are all focused on channel breakdowns like Source/Medium. To change this, go to “other” and select “landing page URL”.

      What does the assisted conversion report by landing page show me?

      Now you’ve got your data, it’s time to learn what you’re looking at.

      • Assisted conversions: shows you how many times that landing page helped someone to convert (but not in that session).

      • Assisted conversion value: if you’ve attributed a goal value, this column will show you its value.

      • Last Click or Direct Conversions: these are the conversions that you’d typically see in other GA reports that were part of the final converting session.

      • Last click or Direct Conversions value: again, if you’ve added a goal value, you’ll see this here.

      • Assisted/Last Click or Direct Conversions: this shows you a percentage of assisted conversions versus those that were part of the session that converted. The higher the number, the more important that page is as part of the journey to convert rather than a direct contributor.

      How can I use the assisted conversion by landing page report?

      You can use the assisted conversion report by landing page to:

      • Search for the impact of blog pages as part of a converting journey.

      • Use it to decide if landing pages can be removed without impacting conversion.

      • Understand the role that different pages have in converting visitors.

      In summary:

      We’ve learnt that:

      • Site-wide conversion rates don’t give us actionable insights by themselves.

      • The impact of a page should be measured based on its intent: informational, customer service, and commercial.

      • The intent of pages can be segmented using Google Analytics, Google Data Studio or Google Sheets, to give you a top level picture of how they’re performing as a whole towards a common aim.

      • Before you make any judgment on how a page is performing and whether it should be removed, consider its wider impact and use attribution modeling to better understand its performance.

      I really hope you’ve found this useful and you’re now armed to make your own intent-based reports using whatever toolset you feel comfortable with.


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Dating App Algorithms: Optimizing Search for Love

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Dating App Algorithms: Optimizing Search for Love

With nearly 8 billion people in the world, it’s safe to say there’s at least one person out there with whom everyone reading this would have a happy, healthy relationship. Now, that person isn’t the same for all of us—of course, and thankfully! And, depending on how you feel about soulmates, there might not be “the one” at all, rather potentially dozens or more people with whom you’d have a fulfilling relationship if only your paths crossed.

But back to that number—8 billion (8,000,000,000). That is a nine-zero situation that we don’t see spelled out very often. And all those zeros make for a lot of potential relationship heroes to consider.

But we don’t start by considering all 8 billion; we hone in on those folks who seem most likely to be a good match. We start with basic criteria—like age, location, gender and gender preference—and continue refining our options from there.

And if you’re doing your searching and sorting at least in part through ‘the apps’, which the numbers show many of you are, dating app algorithms are instrumental in helping you find someone special.

Table of Contents

 

 

Källa: https://www.statista.com/chart/24404/most-popular-dating-apps-us/

Algorithms are sets of instructions or rules that help complete a process as those rules intend. No matter how simple or complex the algorithm, or how much or how little data it has to digest to function properly, the basics of how it works are the same.

Algorithms are designed as tools to help in sorting, digesting, and delivering relevant information; it is people who determine the goals the algorithm will help achieve. And despite algorithms in the digital space being regularly eyed with suspicion by many, they are truly intended to improve our search results.

While all dating apps share a foundational commonality—helping foster connections—they also differ in some key ways that might influence their current and future goals. Let’s do some background research on a few of the most popular dating apps to see what we dig up.

 

 

If you’ve tried more than one dating app, or are weighing your options, you may find yourself wondering the same thing you wonder when looking for a partner: “Are they really all the same?” This is where it’s important to again consider the goals of that particular platform. Many have the same overarching goal—to connect people to other people they’ll like—but what kind of connections is each best suited for, and why?

You can tell a lot about a dating app by the first impression it makes with its name and slogan; both can provide some level of insight into what the goals of that dating platform are, which helps make sense of what the goals of the algorithm would be.

Remember that “matching” is largely what search functions as a whole are designed for, whether it’s matching searchers with the right information, right services, right answers, or Ms. or Mr. Right.

Let’s do some classic internet detective work to see what we can learn about a few popular apps, diving deepest into Tinder…
 

Tinder Algorithm

Pie chart for US dating app market share in 2021 withTinder, Bumble, and Plenty of Fish in top 3

Källa: https://www.businessofapps.com/data/dating-app-market/

Tinder is among the most popular dating apps thanks largely to its large user base, ease-of-use, and becoming a bit of a household name over the past few years. For many folks, Tinder is synonymous with dating apps the way Band-Aid is synonymous with adhesive bandages. In fact, recent data shared by Statista found that brand awareness of Tinder in the US is 84%, and that 37% of all US dating service users are on the platform.

As we know, the first step in understanding an algorithm is determining its goals. Let’s see what we can learn about who Tinder is, and what their goals, purpose and promise are, straight from the source—Tinder.com.

  • Tinder is the most popular free dating app in the world, and has made more than 55 billion matches to date. They boast millions of single users, and considers themselves “the most diverse dating app”
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  • In your Discovery Settings on Tinder, you can set your sexual orientation, and the age and distance-from-you for the profiles you’ll see on the platform. They use location-based technology to connect you with relevant profiles based on those selections (Source: Tinder FAQs)
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  • Tinder can also be used to foster non-romantic connections, including helping college students make friends at school through TinderU
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  • Tinder believes “everyone deserves the right to be seen and make the first move,” and doesn’t filter by race, religion, education, or height
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  • Tinder isn’t only for those looking for ‘the one’ — ”Some sites, like Hinge and eharmony, are designed for long-term relationships, but on the Tinder app, we’re all about the experience and offer possibilities for whatever it is you’re looking for.”
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  • If you want your answers to specific questions to help you in finding users with similar replies, you can enable the Tinder Vibes feature. You can also add Passions (or Interests) to your profile.
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  • Tinder can also help you in finding more matches by notifying you when a Swipe Surge is underway—a period of high activity on the platform. Once you’ve joined, you can narrow your options by selecting from different categories that let other users know what you’re looking for on Tinder (ie. casual chats, nightlife, etc.)
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  • Tinder is open to evolving to keep up with the changing wants and needs of its users. After all, those who started on the platform in their early twenties may have very different goals in their early thirties, and no platform wants to lose its most loyal users. As recently as December 2022, Tinder added a Relationship Goals feature

 
Now that we’ve unpacked what Tinder is to help in understanding the why behind their algorithm goals, let’s dive deeper into what they’ve shared about how their algorithm works, which bears a lot of similarity to social media platform algorithms.
 

Engagement is a primary factor

Just like the Instagram algorithm better understands what you want to see more of based on your in-app engagement, Tinder can provide you with better potential matches the more you use the app. This includes using “anonymized cues” from photos in tailoring future recommendations, serving up profiles with photos similar to those a user has liked before. Nopes are also considered.

Because there are two people in this equation, the algorithm is working similarly on the flipside, showing your profile to users who have liked other profiles with photos similar to yours. If you start noticing similarities in the profiles you’re shown most often—like all your matches have profiles featuring concert photos or camping photos—your swipe history has likely influenced your results.

But on Tinder, it’s not just measuring your engagement metrics to determine your top interests; they also want to make sure you’re still actively looking. Tinder wants all their users to have an optimal user experience, which is facilitated in part by prioritizing active members.

Translating this to the ecommerce space, they want to make sure they aren’t wasting your time, or annoying you, by directing you to out-of-stock URLs.
 

Proximity comes into play

When creating a Tinder profile, users provide their gender, gender preferences, age, distance (from potential matches), and current location. These are all fairly standard, but it’s that ‘current location’ where things can get interesting.

In addition to considering your state or city-based location in the potential matches shown, Tinder will go one step further and prioritize profiles that are in the nearest proximity. “Proximity is a key factor; it’s always fun meeting someone in the same neighborhood and that’s why we consider a potential match’s distance from a member’s current location.”

Translating this to the commerce space, they don’t only want to show which stores have the product in-stock ‘near you’ in a broad sense, rather what’s available in the stores closest to you where you can click-and-collect (swipe-and-connect?) ASAP.
 

User-provided data can help refine matches

Many folks like that they can get started swiping on Tinder with just a modest amount of upfront work required, but the more data you give the algorithm to work with, the better your results are going to be. While adding your interests/passions and a detailed lifestyle description are optional, Tinder will consider them in your matches when you provide them.

Tinder also shared some things that aren’t factored into their algorithm, including social status, religion, and ethnicity. They also noted that their much-discussed Elo Score is “old news” that their latest technology doesn’t rely on.
 

Match.com Algorithm

Match.com logoSource: https://www.match.com/

While there are dozens, if not hundreds, of dating sites to choose from today, the one that can be considered the mother of them all is Match. Starting all the way back in 1995 when many folks still relied on newspaper classifieds to find singles in their area, Match.com entered the scene to lay the groundwork for letting the information superhighway (aka internet) provide the path to lasting love.

Unlike Tinder, Match isn’t simply looking to foster connections; as their name implies, they are looking to help find true matches. They’ll even let you know if you’ve crossed paths with one of your matches in real life. That said, it isn’t as expressly marriage-driven as eHarmony, so may serve as a nice middle ground for folks who want something more than casual, but aren’t rushing nuptials.

So how do they make those matches? As you might expect, your provided information is at the foundation! And as noted by BestCompany, Match offers one of the most comprehensive profiles around—if users take the time to complete theirs. In addition to being able to add information like religion, profession, and whether you have children, Match goes even further giving users the option to submit responses to essay questions. They also let you rank how important something is, noting if it’s essential or just nice-to-have.

The importance of your profile, from Match:

“It contains questions about who you are, where you’re from, the things that interest you, your lifestyle, and your background and values. It also asks you about your ideal match. All of this information helps form a great image of who you are and who you’re looking for. Not only does this help potential matches understand you better, it also helps us provide you with better matches through our unique matching tools.”

 

Bumble Algorithm

Bumble logo

Källa: https://bumble.com/

Bumble is unique in that it requires women to make the first messaging move (in heterosexual matches). They note that they prioritize kindness and respect, and similar to Tinder, have sister sites aimed at helping users network eller find a new BFF. Like many other popular apps, Bumble is free to use, but offers optional premium features that can help get your profile seen and improve or increase functionality.

Bumble isn’t as transparent about their algorithm as Tinder, but who you see on the app appears to be largely filter-driven. While filters can be very helpful in narrowing your selection of available options, Bumble notes that over-filtering may leave you with very few profiles that make the cut. Loosening your filters can help in making you matchable with a wider variety of users, but bear in mind you’re losing some precision in the process.

Similar to most dating app algorithms, it is speculated that Bumble is learning what you like and don’t like as you swipe. Just like the information you expressly provide to aid in making matches, including your gender and distance preferences, your swipe activity is another factor for the algorithm to consider. The more intentional you are about the choices you make, the more accurately the algorithm will be able to deliver strong potential matches in the future. This is just another layer of ‘you get out what you put in’; if you want Bumble to better understand who to show you, they need to get to know you first.

On Bumble, regular use of the app isn’t only encouraged, but required for optimal experience. Once a match is made, a message must be sent within 24 hours; if not, the match expires. And after the first message has been sent, another 24-hour timer begins. If a reply isn’t sent within that window, the match expires. Similar to Tinder, this shows us that Bumble prioritizes profile activity so it can ensure users aren’t wasting time crafting messages to inactive users.

Where Bumble differs from Tinder is in what the vast majority of its users are looking for. Whereas Tinder aims to be the dating app destination for users looking for everything from casual connections to something serious, the majority of Bumble users are looking for long-term relationships.

It’s also worth noting that the ‘women message first’ model for heterosexual relationships is a motivating factor in using the app for men and women alike. As Bumble’s infographic shows, 97% of women made that first move and messaged their matches in the past month. And 63% of men reported that “women making the first move” was their reason for choosing Bumble.
 

eharmony Algorithm

Source: https://www.eharmony.com/

Källa: https://www.eharmony.com/

eharmony is a dating app designed for people looking for serious, long-term relationships. In fact, according to eharmony, couples who met through their platform make up 4% of all marriages in the US.

With this goal in mind—helping people who are truly, deeply compatible find one another—eharmony has to ask a lot of questions to make sure they get things right. For casual daters, these types of question lists are often exactly what puts them off a dating site. For those who want to get right to scrolling or swiping, eharmony is not a good match.

Just remember—you get out what you put in, because the algorithm is working with the input you provided in its output. The more relevant information you provide for it to work with, the more tailored to you your results will be. On eharmony, they actually quantify your likelihood of getting along with someone by assigning a Compatibility Score, with 60 being low compatibility, and 140 being the highest compatibility.

Explained by eharmony:

“Each of your matches will display a different eharmony Compatibility Score and, as the name suggests, it’s a simple indicator of how compatible you two are. These scores are based on your similarities and contrasts, as well as the answers you gave to our Compatibility Quiz when you joined eharmony. In the Compatibility section of each match’s profile, you can see what similarities you have, and also potential points of friction.”

Happy to answer a laundry list of questions about who you are, and what’s most important to you, but don’t want to pay a fee? OkCupid is another popular dating site option that relies heavily on provided information to aid in the compatibility measurement process, for free (upgrade options available).

 

 

Just because algorithms can help you find love certainly doesn’t mean they’re the only path to happiness. They simply provide a more streamlined, strategic path of possibility that sifts through the wide sea of options, providing a curated, filtered, or otherwise sorted list of choices from which you can weigh pros and cons before ever typing “hello.”

Similarly, most of us have happened upon one or more products in our lives that we didn’t even know we were looking for, but instantly fell in love with. Perhaps it was that perfect gold charm bracelet you stumbled across in a tucked-away jewelry store while on vacation. Or maybe it’s those jeans you grabbed at a store near your office when you forgot you had after-work plans, and they ended up being the most flattering, comfortable jeans you’ve ever owned.

These are moments of luck and serendipity, and they do indeed happen every day! But they don’t make a solid plan for accomplishing your goals, no matter what you’re searching for.

 

 

Tinder Super Like feature pop-up

Källa: https://tinder.com/feature/stand-out

The algorithms that power dating apps will always be running in the background, but many apps offer ways to get your profile seen when it might not have otherwise been algorithmically driven to the top. It’s important to note that these aren’t true algorithm workarounds, rather methods through which you can push to the front of a specific line, often at a price.

Additionally, some features are more simply designed to let you engage more often or heavily within the app, which can naturally improve your chances of securing a date. In a sense, this can be thought of as advertising yourself.

For example: In addition to the additional benefits packed into each of Tinder’s subscription tiers, popular premium features include Boost and Super Like, which Tinder claims will “increase your chances of matching by 3x and have convos that last 70% longer.” Exclusive to Tinder Platinum subscribers is the Priority Like feature, which “puts your profile in front of the people you Like faster.” Similar premium features are available on Match.com, where they’re known as Power-Ups.

 

 

Not only do some dating apps offer paid services that help users go over the algorithm to an extent, they also make a lot of their money from advertising revenue. As it turns out, love—or at the least the quest thereof—just might be able to pay the bills, after all.
 

Does Match Group have a monopoly on love?

Ad space across many of the most popular dating apps can be purchased from the same place—Match Media Group. That’s because Match Group owns more than a dozen popular apps, and can sell cross-platform advertising options to prospective advertisers for many of them.

“Match Media Group serves as a single point partner for marketers to leverage the aggregated audience, data and insights that result from having millions of global users across Match’s portfolio of dating platforms, including Tinder, OKCupid and Match.com.”

Match Media Group

As for who exactly is cuddled up under this love umbrella, the following are some of the dating apps owned by Match Group…

  • Match.com
  • Tinder
  • OkCupid
  • Hinge
  • PlentyOfFish
  • UPWARD
  • Ship
  • Meetic
  • OurTime
  • …and many more dating companies worldwide

But the Match Group isn’t the only major player on the block. There is no denying their impressive portfolio of apps, and the incredible data they’re able to collect and leverage thanks to the millions of users across their portfolio. But two of the biggest names in the dating app world are missing from their list—Bumble and badoo—both owned by the same parent company.
 

What advertising options are available on dating apps?

Three tinder advertising examples with branded profile cards and quiz

Källa: https://www.matchmediagroup.com/

Looking specifically at ad products available from Match Media Group, we find the following options:

  • Branded Profile Card (Tinder): Brands can create profiles native to the Tinder user experience. When users match with a branded profile, they receive brand custom messaging including offers, promotions, exclusive content, and/or more
  •  

  • Quiz (Tinder): Quizzes can be fully completed within the app, and leverage Tinder’s swipe feature to answer questions, which can be as simple as asking whether they like or dislike something. Following a short series of questions, these users can then share their results across their social media networks if they choose to
  •  

  • Native Video Card (Tinder): Video advertising is only on the rise, and makes a perfect fit for a fast-paced app that appeals to younger users, like Tinder. Tinder video ads can lead folks to external URLs, including your website. These video ads auto-play within the app when users are in discovery mode
  •  

  • Native Display Card (Tinder): Similar to a profile card in design, these ad units allow brands to drive traffic to an external page with one click.
  •  

  • In-App Interstitial (OKCupid): These full screen interstitial ads are shown as users are browsing their matches
  •  

  • Standard/High Impact Units (Match, Meetic, People Media, Plenty of Fish): These are set to target your key demographic, and are available across several platforms

 
Match Media Group notes that interested advertisers can run their campaigns across their full portfolio, or on specific sites, with a minimum investment of $25K+.
 

Advantages of Advertising on Dating Apps

Chart with penetration rate and revenue of dating apps in US, UK, France, Germany, Brazil

Källa: https://www.statista.com/chart/24165/online-dating-penetration-rate-revenue-selected-countries/

There are perhaps more advertising options available today than ever before—from classic digital advertising avenues to in-store screens, LED billboards, magazines, streaming ads, and far beyond. Each of these has unique goals and purposes, as well as the ability to reach potential customers in different mindsets, different funnel stages, and so forth.

Looking at advertising on dating apps specifically, a few key considerations and benefits come to mind:

  • People on dating apps are already in a comparative state-of-mind. When someone is already actively in the consideration phase, like they would be on a dating app, they are mentally in the right place to be served an ad for a product or service to consider
  •  

  • You can reach Gen Z in droves. The average user age varies from platform to platform, with the most popular free platform—Tinder—being home to a wide audience of Gen Z and young Millennial users. BusinessofApps notes that while Tinder has historically been popular with the 25-and-younger set, its use is increasing with older folks as well. This is due in part to Tinder’s overall increasing popularity, but also because those who have used the app for years are quite simply getting older
  •  

  • Dating apps have a much higher percentage of male users on average. Similar to the average age varying by platform, the percentage of male users compared to female users also naturally varies. That said, looking at the breakdown for a few of the most popular apps, we find that there are significantly more male than female users. According to the above-linked article from BusinessofApps, Tinder’s user base is ~75% male. This could make dating apps an excellent advertising tool for brands whose products or services are largely targeted to men
  •  

  • Your competitors probably aren’t there (yet). The competition for the most eligible singles may be fierce on dating apps, but compared to other digital advertising spaces, it may be easier for your brand to stand out. It’s a unique advertising territory that many brands simply haven’t considered yet, giving those who have an added edge by being early adopters. With an estimated 75 million people in over 190 countries using the Tinder app every month alone, the potential reach is incredible

 

Dating App Advertising Examples

Tinder advertising example for Rescue Matches, matching dogs with users

Källa: https://www.thedrum.com/news/2022/09/22/lovelorn-tinder-users-can-now-feature-shelter-dogs-search-ideal-partner

Tinder recently partnered with rescue shelters across the country to help some very swipeable pooches find their forever home. As if adding a dog to the family isn’t reward enough, it could also help you secure more swipes. A 2021 study by Honest Paws found that profile photos featuring a canine companion may get more positive attention.

From The Drum:

“The tie-up follows a 2021 survey, conducted by Honest Paws, which found that 70% of singles believe that a dog in their profile pic leads to more matches. This belief is supported by 60% who express themselves to be more willing to date someone holding a dog close.”

Tinder advertising example with Domino’s distributing pizza coupons

Källa: https://www.campaignlive.co.uk/article/dominos-pizza-gets-flirty-tinder-valentines-day/1280989

As we’re all aware, it’s important to consider your audience in marketing. And that’s exactly what Domino’s UK did going all the way back to 2014, with an innovative Valentine’s Day Tinder ad campaign. Do you know who orders pizza on Valentine’s Day? Single people! And do you know who wants a coupon for that pizza? Everyone!

 

 
There’s a reason people say your profile is a chance to “sell yourself” because ultimately, you are your own marketing manager on dating apps. Interestingly, when we consider all the information above, it’s hard not to see a dating profile as remarkably similar to a product detail page. And just like a PDP, there are certain elements that can help you in optimizing it for search (and conversion!)
 

Choose your main photo wisely

Your main photo is the first photo potential connections will see, and heavily determines whether they choose to learn more from your other photos and profile content.

Similar to the main photo you choose for a product you’re selling or advertising, you’ll want the photo to be clear/in-focus, eye-catching, and prominently feature an attractive and accurate representation of the available item (in this case, you!), without others in frame.
 

Let the pictures do some of the talking

While there is room to provide additional information about yourself through text, just as they do with product images, photos can tell a lot of that story for you. Select an assortment of pictures that clearly display your interests, values, hobbies and more. This might mean including a photo with your dog, another of you hiking, another at an amusement park, and another marching at a protest.

These don’t tell the whole story of who you are, but they give some important information before a single word has been read, just like lifestyle photos and infographics on PDPs.
 

Showcase your unique value propositions

It’s hard to argue that honesty is typically the best policy, and in the dating apps landscape, it’s absolutely crucial. Not only can it save you from frustration and disappointment, but it can also save you a lot of time, and help in finding a truly strong match faster.

Just as you would do when considering what distinguishes your particular product from similar products in the same space, think of what unique characteristics about yourself are not only likely to be intriguing, but are also an integral aspect of your personality, values, or lifestyle.
 

Include the most important and relevant information in your profile copy

Want to give dating app algorithms the most information to work with in crafting potential matches that are truly personalized to you? It’s going to take a little work on your part, but it can actually be a great self-reflection session!

Just as you consider what a prospective buyer would want to know about a product before adding to cart, what is most important for a potential suitor to know about you before sending a message? This information might vary depending on the seriousness of connections you’re looking to make, and how important something is for you in a partner. If something is a make-or-break for you, be sure to include it in your profile copy to save everyone time.

 

 
Graphic with three professionals in Connected Commerce, Lifecycle Marketing, and Streaming+

Our research into how dating algorithms function only solidified our suspicions that they function very similarly to the algorithms that impact our daily lives as marketers. After all, the goals of platforms like Google, Facebook, and Tinder aren’t all that different—to help in sorting through an abundance of options to present you with what you are most likely to be interested in based on key preference-determining factors like your provided information, and previous engagement.

Thinking more specifically about marketing and advertising options, we realized that just like people, each has its own set of strengths and skills that make them a solid match for different business goals.

In the spirit of dating profiles and Valentine’s Day being just 2 weeks away, we created Marketing Profiles for three of our services—Connected Commerce, Lifecycle Marketing, and Streaming+. Which one is the most important match for your business?

Graphic reading “Marketing Profile: Connected Commerce"

Name: Connected Commerce

About Me: I’m that holistic free spirit your mother warned you about, who really and truly believes all things are connected! Rather than searching for the path of least resistance, my sights are set on crafting the path of best performance. You might call me the Cartographer of Commerce Success, because I don’t follow a templated map—I draft a custom one every time. I am your 360-degree commerce solution; if people are shopping somewhere, I’m considering how we can make that somewhere work best for you.

Why Should You Get to Know Me: In the words of Ani DiFranco, “I am 32 flavors and then some.” I am Commerce Media, Commerce Strategy & Ops, Social Commerce, In-Store Commerce, Gaming Commerce, Commerce OTT, Data & Analytics, Creative, and Influencer. A lot of folks think they’re the “total package,” but I really am! I understand that every client journey and customer journey is unique, and that my role is to assure both are properly supported, and strategically accounted for.

Interests: Finding the best path forward, diving into cross-channel capabilities and impact, full-funnel commerce strategies, success

Recent Read: Marketing in 2023: 5 Big Bets for the CMO

Where You’ll Find Me: Come learn more about me at The Commerce Summit on February 15, 2023. (I’ll be the one with a bagful of half-priced Valentine’s Day chocolates I picked up at Rite Aid on the way.) If things go well and we make a real connection (which is kinda my whole thing), we can sync up again a week later for webinar date #2 on February 22, 2023. You can also hit me up here anytime—looking forward to connecting!

Favorite Quote: “We are like islands in the sea, separate on the surface but connected in the deep.”William James

Graphic reading “Marketing Profile: Lifecycle Marketing”

Name: Lifecycle Marketing

About Me: I’m the trifecta of hyper-personalized, privacy-compliant communications—email marketing, mobile messaging, and on-site marketing. I work best when all three aspects of who I am are fully-integrated so I can ensure I’m saying the right thing at the right time in the right place to the right person. (Do I really mean that, or do I keep saying “right” so you see me as the “right one” for you? Yes and yes.)

Why Should You Get to Know Me: I am a strong, capable leader that can help power your data and audience strategies in the privacy-by-default future. I’m an empathetic marketing avenue, always aiming to provide shoppers and subscribers with only the most relevant information. I believe in rewarding loyalty, and respecting user permissions and preferences.

Interests: Collecting and leveraging zero-party and privacy-compliant first-party data, building customer loyalty, highly personalized messaging

Recent Read: The 2023 Lifecycle Marketing Guide

Favorite Acronyms: SMS, ESP, CLV

Where You’ll Find Me: On-site, I often literally just pop up! And I usually have a coupon or something equally enticing to offer when I do. But you’ll also find me in your inbox, and in your texts (but only if you opted-in!) You can also reach out here to learn more about why we’d be a great match!

Graphic reading “Marketing Profile: Streaming+”

Name: Streaming+

About Me: I’m a bit of an advertising force to be reckoned with, with no click-to-close box in sight! In some situations, it can even be said I’m over-the-top. I am an unskippable, scalable, targetable, data-driven dynamo, introducing audiences to new brands and services wherever they get their stream on.

Why Should You Get to Know Me: I’m designed to reach audiences not only where they are today, but where they’ll increasingly be in the future. In the grand scheme of advertising, some folks still see streaming ads as a promising up-and-comer. But the reality is that I’ve fully arrived, and I’m reaching millions of viewers and listeners with relevant, targeted streaming audio and video ads at this very moment. (Bit of a multitasker!)

Interests: Meeting your audience where they are, non-skippable ads, patented measurement technology that connects served impressions to marketing outcomes

Recent Read: The Ultimate Guide to Performance Streaming

Favorite Acronyms: OTT, cTV

Where You’ll Find Me: On internet-enabled devices near you, including your television, tablet, desktop, and mobile device. Some of the most popular places you can find me are Hulu, Sling TV, and YouTube TV. Reach out today to learn more about how we can make streaming sparks fly!

Favorite Karaoke Duet Song: Islands in the Stream by Dolly Parton & Kenny Rogers

Personal Catchphrase: Just livin’ the stream!

 

 

With all this talk about the power of algorithms, and how they’re fueling search results everywhere from Snapchat to Match.com, it’s important to remember that they’re simply tools that play a part in powering what you see—not what you ultimately decide.

It is still up to you whether you want to go on a date with a person returned in your search results, just like it’s ultimately up to you what product you buy, plumber you call, or restaurant you decide to go to based on your search results. And just like there are algorithms, photos, provided information and more to help you with those other decisions, so is the case in the commerce of love.

As we’ve explored, choosing the right dating app for you requires considering your own goals in using the app, and weighing those against the goals of the apps themselves. So the first step is finding which app is your best match! And at the end of the day, whatever it is you’re looking for online, chances are algorithms are behind those results you see. (Not to be confused with the Al Gore Rhythm.)

Want to learn more about how we can help your brand find true love with new and existing customers across the advertising universe? Reach out today!

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How to create a user flow map for your website & app

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How to create a user flow map for your website & app



In the highly competitive world of rock climbing, some athletes perform an extreme version of ascent: a climber performs a flash climb when they complete a route on their first attempt. Climbers value world record flash climbs because each climber only gets one attempt to set a record.

As difficult as flash climbs are, they aren’t extreme enough for some climbers. In a flash ascent, climbers can study the route, receive advice, and formulate plans. For climbers not satisfied with that level of challenge, onsight climbs are performed by climbers who not only have never completed the ascent before but haven’t even seen the route.

Extreme athletes seek out unique challenges, taking pride in accomplishing things that most people cannot. While the risk of failure adds unique value to sports, it adds unnecessary difficulty to business processes. In the business world, you don’t define success by creating unique challenges but by creating unique solutions to minimize challenges. One of those solutions is a user flow map—a method of diagramming the pathways users take through your interface.

A good user flow map helps businesses understand their users’ journeys, identify pain points, and plan for contingencies. This guide explains user flows, how to create user flow maps, and some best practices for designing your diagrams.

Key takeaways:

  • User journey describes the user’s entire experience with your company, while user flow describes the steps they follow using your interface.
  • Some common shapes like ovals, rectangles, diamonds, and parallelograms have commonly understood uses in flow charts.
  • Follow best practices and use the experts at Optimizely to level up your digital experience.

 

User flow vs. user journey

While user flow and user journey have similar names and overlap in significant ways, you should be aware of important differences between these concepts.

The user journey encompasses every aspect of the user’s experience with your company. The user journey begins when a user first becomes aware of your business (or becomes aware of a need you can solve) and ends with their last interaction with your company. That means that while you can’t know exactly when a user journey begins or ends, you can use customer relationship management software to identify where a user is on their journey and how to move them to the next step.

The user flow overlaps with the user journey, but it specifically describes the pathway users follow on your website or application. For example, a user flow may begin when a user visits your website for the first time and end with a purchase. Those activities are a part of the larger user journey, but the user flow is more interested in the experience users have with your website or app.

The user journey is interested in the user’s emotions, tangible and intangible interactions, ongoing communication, relationship building, etc.—the “people” side of the process; while the user flow is interested in the “technology” side of the process—the user’s clicks, page visits and subscriptions. The user flow and user journey describe different elements of the same relationship between your business and your users.

image source

 

User flow diagraming

Your users won’t ever see your user flow map, but you and your team will refer to it throughout the life of your website or app, so while it doesn’t have to be the prettiest document, it should still be clear and user-friendly.

While the rules of user flow diagraming aren’t set in stone, you should know some best practices and generally understand flowchart creation syntax.

  • Ovals represent the start and end point of your flow chart. Depending on your process, your user flow might have more than one start point and more than one endpoint.
  • Squares or rectangles represent individual pages or steps. In general, flow charts, squares and rectangles can be any step of a process, but in web and app design, squares and rectangles represent individual pages in the user interface.
  • Diamonds represent decisions that users must make. For example, when a user first attempts to log in to your platform, your website may prompt them to connect a Google or Facebook account, or they may log in with an email or continue as a guest. Depending on their choice, their journey through your website or app may diverge as you deliver a different experience based on their choices.
  • Parallelograms represent input required by the user. For example, you may require them to input a serial number to activate their product or provide a shipping address to receive a service.
  • Arrows indicate the direction of the flow. Your flow may include loops, crossroads, and diverging and converging pathways, so indicating the sequence of elements is essential for your user flow map to be readable. 

Generally, those four shapes, along with arrows, are the foundational building blocks of your user flow map, but you can always use additional shapes, colors or other design elements to communicate any information you believe is relevant. Remember that the purpose of a user flow map isn’t just to follow the rules or check a box but to communicate information about the user flow. The example below shows additional shapes that other companies have used when creating flow charts.

image source

 

User flow design principles

As with any form of communication, user flow maps lose some value when they omit relevant information and include too much irrelevant information. Designing a successful user flow map includes balancing several considerations to maximize the usefulness of your diagram.

1. Establish a level of detail

If your user flow maps are too detailed, they become convoluted and difficult to read. If they aren’t detailed enough, they aren’t useful. Establishing the correct level of granularity is an important first step in designing a user flow map.

When it comes to designing diagrams, the golden principle is to consider the needs of your users. What kind of questions will they be trying to answer with your chart? What level of experience will they have? What will they be using this chart to do? Answering those questions will help you define the right level of detail for your user flow map.

2. Consider alternatives

One of the reasons user flow maps are useful is because they allow designers to visually parse the journey users go on as they traverse your website or app. Do your best to consider every alternative when designing your user flow map.

For example, what will you do if users add items to their cart but leave without checking out? What will you do if a user provides a billing address but not a shipping address? What if a user requests a free trial but then buys the full version? Your user flow map will help you identify these crossroads and plan for contingencies.

3. Use the right digital experience platform

Your users’ digital experience matters. Optimizely is a powerful digital experience platform with expert tools to help with automation, A/B testing, content management, and much more.

A user flow map only describes your customers’ journey as they interact with your digital interface. While a user map can help identify pain points and visually inspire solutions, the key to improving your customer’s experience is to improve the content of your website or app.

 

If you’re ready to take your digital experiences to the next level, get started today to set up a meeting with an Optimizely representative today.


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What It Is And How It Works

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What It Is And How It Works

Is a dedicated development team model the right option? Despite seeing several statistics showing how outsourcing helps minimize development costs, you are still determining if it’s the right choice for you.

Well, when it comes to choosing a suitable outsourcing model, one of the essential things is knowing what your requirements are and which model will benefit your business. Choosing the best of the three outsourcing models is a difficult task.

Don’t worry. We are here for you.

This guide will help you decide which model is best for your business. Specifically, we will focus on a “dedicated development team model.” You will know what makes the dedicated team model better than other models. Let’s dig right in!

What is the dedicated development  team model?

Dedicated development team model is a type of business model that outsources software development . Usually, the client and the service provider sign an agreement that provides long-term software specialists. This is one of the most prevalent partnership models with fixed prices.

In the dedicated development team model, the team works on a specific project full-time, reporting directly to the client. The outsourcing company assists clients in recruiting, administrative support, and maintenance. This model works best for long-term projects.

There are many benefits to the dedicated team model, but to make an informed decision, we must also consider the alternatives.

Dedicated development team model vs. Time and Material Model

Another format that is usually compared with a dedicated development model is the time and materials model. In the time and material model, clients pay for the time and effort. This model gives scope for in-depth research, but it doesn’t guarantee the client will work with the same team throughout the project.

The time & frame of this model suits short-term projects and software that doesn’t require regular updates. Both models have their perks.

To conclude, time & frame models are best for short term projects, while the dedicated team model is best for long-term and vague requirements.

When to choose a dedicated team model?

A dedicated development team model can be beneficial for certain types of businesses. Your focus should be to determine if this suits your business type. Here’s, a quick checklist that will reduce your brainstorming :

  • When your business is in the early stages, i.e., a startup,
  • When the scope of work is vague,
  • When working on a complex and long-term project.

This model is perfect if you are one of the businesses that may need to extend the contract further.Lately, we have discussed vague requirements and the liberty to extend the scope. Yes, that’s the most significant advantage of the dedicated team model, but the real question is how this works. To begin with, we will have to know how the dedicated development team model works.

How does the DT management model work?

Dedicated team management is divided into four steps. Read below :

Discovery Phase :

The first and foremost step is to find out the client’s needs. During this discovery phase, the company and client sit down together to discuss requirements, budget, and how to manage the team.

In short, the following things are discussed in the discovery phase:

  • What are the project scopes?
  • What is the required number of team members?
  • Figure out the skills and expertise required in the team.
  • Negotiate the development costs.

Team Set Up

Following that, the company selects team members based on requirements. The number of developers, designers, project managers, and quality assistants depends on the requirements of the client. Companies begin to hire developers based on their requirements and demands. The core member of the team consists of :

The dedicated team’s structure consists of the following members

UX/UI designers

UX/UI designers work to ensure that users have an easy and enjoyable experience while using the software.

Quality assurance specialists

These members monitor, inspect, and propose a measure to improve the software according to the client’s needs.

Projects managers

Managers are responsible for teams productivity and ensure client demands are being fulfilled

DevOps engineers

DevOps engineers are specialists who have a wide range of knowledge of development and operations. This includes coding, infrastructure management, and all necessary methodologies.

Front-end & Backend Developers

Front-end developers design the visual aspect of the website to make it easy to navigate and useful, while back-end developers refer to the structure that helps the website function properly.

Development Phase

The development phase is when the team starts to work on the project. The dedicated development team model is managed by the client’s team, therefore, the client assigns work to team members. The next big task is to establish a communication bridge for regular meetings, reports, and progress.

Besides these developments, they also facilitate the following tasks :

  • Assign tasks and monitor them regularly.
  • Manage costs and taxes.
  • Establish a proper work environment.

In this phase, roles and responsibilities are outlined, and a development plan is created, in house team. Along with that, the team starts to keep track of progress and milestones (e.g., daily calls, reviews of issues and progress, etc.).

Once the team is set up , the main task is to keep up with the progress and manage the process well. After completion of  software, it is  released to the client’s end-users for testing, deployment, etc.

Well , the role of outsourcing companies doesn’t end here.

In the dedicated development team model, work continues; clients still need to update and improve in design, structure, and features. The client and the outsourcing company sign contracts that let them extend work boundaries.

Besides this, the client also gets access to all the insidious work. Such as  clients can monitor teams and management and all the other management systems.

Slutsats

To sum up , Dedicated development team model can be beneficial for businesses looking to build apps or software at a reasonable cost with minimal effort required on their part, especially if you have a small budget for your project.

Besides, you must explore your requirements and needs and then decide which model is suitable for you.

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