Why Iranian math genius Maryam Mirzakhani can be an inspiration for Pakistani women

Credit: Nabeel Ahmed

As a child, Maryam Mirzakhani dreamt of being a novelist, at least until she was struck by the spell of mathematics.

Born in 1977, she attended Farzanegan School in Tehran, which has specifically been established by the Iranian state for girls of high aptitude. Mirzakhani was unstoppable. She was the first Iranian woman to bring home several gold medals from the International Mathematics Olympiad for two consecutive years at the early ages of 17 and 18.

After graduating from Sharif University, she headed to Harvard for graduate studies. There, she did her doctoral thesis under the mentorship of Curtis McMullen (a Fields Medalist), before moving to Princeton University as Assistant Professor and the Clay Mathematics Institute as Research Fellow.

At just 31 years of age, Mirzakhani joined Stanford University as a full professor, researching there till cancer consumed her at age 40.

Mirzakhani won more accolades in her short life than many men do in their entire academic careers. She received the Blumenthal Award from the American Mathematical Society in 2009 and in 2013, the Ruth Lyttle Satter Prize in Mathematics.

In 2014, she became the first woman to win the Fields Medal — the highest honour in mathematics, equivalent to the Nobel Prize. In the same year, she was named in the list of 10 most important researchers of the year in the British science magazine Nature.

More than simply a mathematician, Mirzakhani was a gifted artist who could visualise a world beyond what we can see.

Mirzakhani was an expert in Teichmüller and ergodic theory, hyperbolic geometry, symplectic geometry, and moduli spaces.

In simple terms, her work involved different forms of geometry, abstract surfaces, shapes, and structures in higher-dimensional spaces — topics which are a road block for mathematicians.

Her supervisor Curtis McMullen had provided a solution for predicting the path of balls on a billiard table, the table taking an abstract form resembling a torus-doughnut-pretzel-like shape. Mirzakhani’s appetite however, was not satiated by the work of her supervisor.

Undaunted by the complexity of the solution, she went on to extend McMullen’s work to more complex surfaces as part of her doctoral thesis. The three publications that resulted from her doctoral dissertations are distinguished for involving numerous highly-developed considerations.

So, what’s so great about the game of billiards? For decades, mathematicians have been fascinated with the game.

They have tried to predict what happens to the ball on a table. How does one shoot the ball in a way that it returns to its original spot after a number of rebounds/deflections? Will the ball return to the original path at some point? If it does, will it follow the exact path as before? Is the whole space covered by the flight? Or is the system chaotic? Problems like these are particularly relevant in having a better understanding of the universe, such as the role of periodic orbits.

More than simply a mathematician, Mirzakhani was a gifted artist who could visualise a world beyond what we can see. Her world was filled by geometric and dynamic complexities of curved surfaces – spheres, doughnuts and amoebas.

Her work showcases important aspects of geometry, topology and deformation theory of Riemann surfaces, benefiting many other fields of mathematics such as optics, acoustics, classical mechanics, statistical mechanics, prime numbers and cryptography.

Being the first woman to receive a Fields Medal provoked questions on the under-representation of women in science, technology, engineering and mathematics (STEM) jobs. In going through the profiles of successful mathematicians and scientists, one would be hard-pressed to find anyone who is not male and white.

In 2015, women made up one-third or less of the total workforce in STEM fields in the US. In the UK, the figurewas 17% in 2014 when it came to women professors in engineering and technology. Again, very few of these women are non-white or from immigrant backgrounds.


Gender inequality and cultural stereotypes lead to a lack of confidence in women by their peers. When reflecting on my own experiences and speaking to others in my field, I believe that self-doubt is also a common obstacle preventing women, especially from minority backgrounds, from pursuing a STEM career.

This is where Mirzakhani is an inspiration for all of us as a cultural icon. As an immigrant woman of colour, she defied all stereotypes by becoming an exceptional scientist and mathematician, and outdid many of her male colleagues. She can also serve as an example for women in Pakistan, where women are hardly ever employed or engaged in STEM fields due to several cultural restrictions.

Her curiosity and passion for tackling challenges is what made her discover and churn out solutions. She overturned the long-held belief that women can’t be good in mathematics. Mirzakhani was more than good; she was a geniu.

[Source:-.dawn.c]

JNU V-C M Jagadesh Kumar wants an Army tank on campus as inspiration

Story image for Inspiration from The Indian Express

Jawaharlal Nehru University (JNU) Vice-Chancellor M Jagadesh Kumar on Sunday requested union ministers DharmendraPradhan and General V K Singh to help in “procuring an Army tank” that could be displayed at a “prominent place” on campus to serve as a “constant” reminder to students of the sacrifices the Army makes.

The idea of showcasing a military tank to “instill nationalism” was first brought up in the aftermath of the February 9, 2016 event on campus, where the alleged raising of anti-India slogans led to students being arrested for sedition.

Kumar was speaking at the first ever celebration of Kargil Vijay Diwas on the JNU campus, organised by the university administration and Veterans India. Besides Pradhan and Singh, cricketer Gautam Gambhir, Major General (retd) G D Bakshi and author Rajiv Malhotra were part of the event, which began with a Tiranga March from the main gate to the Convention Centre, carrying a 2,200 foot-long tricolor.

[Source”pcworld”]

Here’s How You Can Save $300 On An Unlocked Samsung Galaxy S8 Or S8+

Samsung is offering users a deal that could save them a lot of money on the Galaxy S8 or S8 Plus.

Samsung is currently offering customers a discount of $150 when they buy an unlocked version of the S8 or S8 Plus on the company’s website. This means the S8 will cost $574.99 and the S8 plus will cost $674.99. Of course, that’s still a fairly hefty price to pay for a smartphone, but there is a way to lower the price even more. Users who trade in an eligible smartphone will receive an additional $150 off the price of either phone.

Eligible smartphones include

  • iPhone 5 and above
  • iPhone SE,
  • Galaxy S5 and above
  • Note 5
  • LG G4 and above
  • Google Pixel
  • Google Pixel XL

The selection of eligible phones is somewhat limited, but there’s a wide enough variety that a lot of people stand to benefit from this deal.

One more added benefit to this deal is that the recently released Blue Coral S8 is eligible for purchase.

While the price of the S8 is still a bit pricey, users won’t have to pay it all upfront. Samsung is allowing users to make monthly payments of $17.71 over a two-year period.

S8 Sales

Despite the current hype surrounding the Galaxy Note 8 and iPhone 8, the S8 and S8 Plus remain two of the of the best smartphones on the market and the sales numbers back that up. Samsung recently reported that the S8 was outselling the S7 by about 15 percent. Undoubtedly, the majority of these sales come from the fact that S8 is simply a great smartphone, but it doesn’t hurt that Samsung has offered some pretty nice deals throughout the course of the phone’s lifecycle.

Pure discounts like the one featured today are a bit rare, but there have been several buy-one-get-one opportunities from Samsung and individual cellphone carriers. The high price of the S8 is a real barrier to entry for a lot of consumers, but deals like these make the price a bit more bearable. Beyond that, it appears that these deals have paid off for Samsung as the company is on track to supplant Apple as the world’s most profitable tech firm.

One thing to keep in mind with Samsung’s current deal is that the phone will be an unlocked device so users will need to sign up with a carrier in order to get service. Using an unlocked phone isn’t for everyone as some people simply don’t like dealing with the hassle of negotiating with carriers, but it can save some money in the long run

[Source”timesofindia”]

Federer renaissance can serve as an inspiration to injured Murray and Djokovic

Roger Federer's return to great form should serve as an inspiration to Andy Murray and Novak Djokovic. Andrew Couldridge / Reuters

While Wednesday was a day of shocks at Wimbledon, with Andy Murray and Novak Djokovic exiting the men’s competition, the manner of their departures was somewhat anticlimactic.

It is the first time since 2003 that neither of the top two seeds are part of Friday’s semi-finals, but the tennis world is preparing itself for the fact they may have to do without Murray and Djokovic for longer than just the closing stages in London.

A hip problem, which Murray had been dealing with in the build-up to his title defence, reared its head against Sam Querrey, and from being two sets down the Briton’s movement across the court became almost painful to watch as Querrey ran through the final two sets for the loss of only two games to reach his first grand slam semi-final.

A despondent Murray was open-minded on what his plans were following the loss, understandably reluctant to give a time frame on what was next for him in term of playing.

“If it means taking a few weeks’ rest, then so be it,” he said. “If it means training and doing the right rehab and stuff, then I’ll do that,” he said in his post-match news conference.

Shortly after Murray’s loss, Djokovic retired from his quarter-final, trailing Tomas Berdych 7-6, 2-0, an injury to his right elbow limiting the power of his serve.

 

READ MORE: Novak Djokovic some way short of his best

 

The Serbian, who has not missed a major since appearing in his first one at the Australian Open in 2005, a run of 51 tournaments, made it clear that a spell away from the game to fully rehabilitate was in his mind.

“The specialists that I’ve talked with, they haven’t been really too clear, mentioning also surgery, mentioning different options. Nobody was very clear in what needs to be done,” the world No 4 said. “Yeah, I guess the break is something that I will have to consider right now.”

They may well be injury-forced time-outs, but time away from the court may well not be a bad thing for either.

Both men had gruelling 2016 schedules, Djokovic toiling to complete his career grand slam at the French Open, while Murray won five tournaments in a row between October and November, coming after he had won Wimbledon and Olympic gold in the summer.

That run got him to No 1 in the world, but his season ended on November 20, and he was back playing competitive tennis only six weeks later.

Both men have been pale shadows of the ones that dominated men’s tennis in 2016, and given neither was playing particularly well even before their bodies began to break down, it would be easy to worry about their long-term standing in the sport.

But, if they need inspiration they only need to look at Roger Federer, the favourite now to win Wimbledon for an eighth time.

Twelve months ago Federer fell short in the semi-finals to Milos Raonic, and that was his last action of 2016 as he downed tools for the rest of the year to fully recover from knee surgery, acknowledging at the time he had not been physically right.

Federer came back in January revitalised, won his first grand slam in four-and-a-half years at the Australian Open in January, and has won a further three tournaments. He is yet to drop a set at Wimbledon ahead of Friday’s semi-final with Berdych.

Despite being the most successful player in the history of the men’s game, there had been little in Federer’s play between 2013-16 that screamed he was capable of winning multiple grand slams in the same year again.

He had last done that in 2009, yet here he is just two matches away from picking up his second major of the year.

Rafael Nadal is also a case in point that taking a break does not have to be the end.

He finished an injury-hit 2016 season in October to fully rehabilitate from a wrist injury. Since then he has won a 10th French Open title last month, reached the Australian Open final, won three other titles, and reached two more finals. So no need to panic that time spent away from the game cannot have future benefits for Murray and Djokovic.

It may be a setback in the short term if both men were forced to miss the US Open, but if it means they can follow in the footsteps of Federer and Nadal and win grand slams further down the line then it will be worth it.

Yes, both men may lose ranking points and places in the standings in the meantime, but if you are playing well enough it does not matter where you are ranked.

Federer won the Australian Open seeded 17th, beating four top 10 players on his way to his 18th major.

Murray and Djokovic both face an anxious next couple of weeks, finding out just how bad their injuries are. But the rewards are there if they allow nature to take its course and rest up.

[Source”cnbc”]

Baby Driver took its inspiration from an old, obscure British music video

If Baby Driver felt like a feature-length, slightly more filled out version of a music video, that’s because it is.

The inspiration for Baby Driver came to Wright a decade ago when Wright directed a music video for the band Mint Royale’s “Blue Song.” The video, which Wright directed after his cult sitcom Spaced came to an end and before he did Shaun of the Dead in 2004, starred British comedian Noel Fielding. In the video, Fielding plays a getaway driver who must wait for three bank robbers — including a young Nick Frost — to return. The entire sequence of events in the video is dictated by the song, not too unlike how Wright uses music in Baby Driver.

Wright told Entertainment Weekly that it was around the time of directing “Blue Song” that he got the inspiration for Baby Driver. When Star Wars: The Force Awakens director J.J. Abrams saw the video, he told Wright it would be an incredible feature, giving Wright the extra boost he needed to really attack it.

While Wright’s extension of “Blue Song” into Baby Driver is an interesting origin story, he’s not the only director to find some inspiration in music videos. Everyone from Spike Jonze to David Fincher have taken some aspect of their early career work on music videos into their feature films.

Take Jonze as an example. The director made a name for himself working on music videos way before he ever did his first feature-length directorial debut, Being John Malkovich. When asked by Mentorless what it was like transitioning from a medium based entirely around one song and 3-5 minutes of footage, Jonze said it was scary but ensuring he worked with people who he knew from music videos and people who knew what his vision was made it easier.

Going from music videos to features was definitely scary because I didn’t know how I would do in terms of working with actors. But that was the main thing I wanted to focus on, was the performances and learning what it meant to direct actors. Also the other thing that helped was all of my friends that I’d made working on music videos with came and worked on our first movie together. And Acord, KK Barrett, Casey Storm, Thomas Smith our first AD, Eric Zumbrunnen our editor, that made it a lot more comfortable and it felt like the first day on set was not as shocking as I thought it would be.

Fincher is another perfect example. Although the director is better known for his work on award-nominated and winning movies like The Social Network, Fight Club and Zodiac, Fincher has a soft spot for music videos. And, for those who like to study a director’s entire body of work, much of Fincher’s work that he did in music videos can be seen in his films and vice versa.

Like Jonze, Fincher came up during one of the most creative periods of MTV’s history, when music videos were still being celebrated and young directors were getting a chance to make interesting shorts for all sorts of artists. Fincher, Jonze, Harmony Korine (Spring Breakers) and a plethora of other filmmakers were getting a chance to execute the most conceptual of ideas, eventually taking what they learned working on music videos and bringing them to major motion pictures.

The importance of the music video on film and future filmmakers goes all the way back to 1983 when Michael Jackson, arguably the biggest musician of the time, called up director John Landis (The Blues Brothers, Animal House) and asked him to direct the video for his song “Thriller.” That video would go on to inspire Jonze.

“It had some magic that made it shine,” Jonze told The Guardian in 2013. “When I started directing videos myself a few years later, it was like a touchpoint. I didn’t have this thought intellectually at the time, but when I watch it now I realize that there’s no reason for a lot of it; it’s so free and loose. There’s the car running out of gas and it’s like a movie, then it just keeps going, as if they’re saying: ‘That’d be cool, let’s do that.’”

Wright’s is the most thought out continuation of a music video that we’ve seen, but he’s in no way the only person who was ever left inspired by a four minute short based around one song. He also certainly won’t be the last.

Baby Driver is currently playing in theaters.

Apple just held an internal seminar to stop leaks

Apple just held an internal seminar to stop leaks

For example, lately, the rumor mill has been quite active with the upcoming iPhone 8. we know that the device is expected to come with almost bezel-less display and rear dual cameras.

Since the iPhone 8 is going to be the 10th anniversary model of the iPhone, it is really important for Apple that it stays behind the curtain. So with an aim to put an end to all the leaks, the Cupertino-giant recently held an hour long internal meeting. Ironically, it has been leaked as well. A publication named TheOutline has posted a recording of the seminar, which was called “Stopping Leakers – Keeping Confidential at Apple.”

The discussion was led by a trio of employees from the company’s General Security Division. The seminar saw faces like the director of Global Security, David Rice, Lee Freedman, Apple’s director of worldwide investigations, and Jenny Hubbert from the Global Security communications and training team. The seminar focused on how the company plans to stop the flow of information to competitors, counterfeiters and the press. According to the Apple CEO Tim Cook, these leaked information affects their sales to a great extent.

He says that some of the potential buyers of the iPhone 7 and iPhone 7 Plus are not opting for the current models after hearing about the exciting specs line up of the upcoming iPhone 8. While Apple is taking actions to reduce the leaks, we don’t expect the leaks to stop immediately.

 

[“source-gizbot”]

Celebrating the Music of Video Games as an Art Form

Celebrating the Music of Video Games as an Art Form

The electronic bleeps and squawks of Tetris, Donkey Kong and other generation-shaping games that you may never have thought of as musical are increasingly likely to be playing at a philharmonic concert hall near you.

From the “ping … ping” of Atari’s 1972 ground-breaking paddle game Pong, the sounds, infectious ditties and, with time, fully-formed orchestral scores that are an essential part of the sensory thrill for gamers have formed a musical universe. With its own culture, sub-cultures and fans, game music now thrives alone, free from the consoles from which it came.

When audiences pack the Philharmonie de Paris’ concert halls this weekend to soak in the sounds of a chamber orchestra and the London Symphony Orchestra performing game music and an homage to one of the industry’s stars, Final Fantasy Japanese composer Nobuo Uematsu, they will have no buttons to play with, no characters to control.

They’re coming for the music and the nostalgia it triggers: of fun-filled hours spent on sofas with a Game Boy, Sonic the Hedgehog and the evergreen Mario.

“When you’re playing a game you are living that music every day and it just gets into your DNA,” says Eimear Noone, the conductor of Friday’s opening two-hour show of 17 titles, including Zelda, Tomb Raider, Medal of Honor and other favorites from the 1980s onward.

“When people hear those themes they are right back there. And people get really emotional about it. I mean REALLY emotional. It’s incredible.”

Dating the birth of game music depends on how one defines music. Game music scholars – yes, they exist – point to key milestones on the path to the surround-sound extravaganzas of games today.

The heartbeat-like bass thump of Taito’s Space Invaders in 1978, which got ever faster as the aliens descended,caused sweaty palms and was habit-forming.

Namco’s Pac-Man, two years later, whetted appetites with an opening musical chirp . For fun, check out the 2013 remix by Dweezil Zappa, son of Frank, and game music composer Tommy Tallarico. Their take on the tune speaks to the sub-culture of remixing game music, with thousands of redos uploaded by fans to sites like ocremix.org – dedicated, it says, “to the appreciation and promotion of video game music as an art form.”

Based on the Russian folk song Korobeiniki, the music of the 1984 game Tetris has similarly undergone umpteen remixes – including Tetris Meets Metal, with more than 2.2 million views on YouTube.

By 1985, the can’t-not-tap-along-to-this theme of Super Mario Bros., the classic adventure of plumber Mario and his brother Luigi, was bringing fame for composer Koji Kondo, also known for his work on Legend of Zelda. Both are on the bill for the Retrogaming concert in Paris. Kondo was the first person Nintendo hired specifically to compose music for its games, according to the 2013 book, Music and Game.

Noone, known herself for musical work on World of Warcraft, Overwatch and other games, says the technological limitations of early consoles – tiny memories, rudimentary chips, crude sounds – forced composers “to distill their melodies down to the absolute kernels of what melodic content can be, because they had to program it note by note.”

But simple often also means memorable. Think “da-da-da-duh” – the opening of Ludwig van Beethoven’s Fifth Symphony.

“That is part of the reason why this music has a place in people’s hearts and has survived,” Noone says of game tunes. “It speaks to people.”

She says game music is where movie music was 15 years ago: well on its way to being completely accepted.

“I predict that in 15 years’ time it will be a main staple of the orchestral season,” she says. “This is crazy to think of: Today, more young people are listening to orchestral music through the medium of their video game consoles than have ever listened to orchestral music.”

She still sometimes encounters snobbism from orchestras: “They saw ‘Pong’ once and that’s video game music to them, you know?”

But “halfway through the first rehearsal, their attitude has changed,” she adds. “And then when they walk out on stage and the audience treats them like they’re The Rolling Stones.”

This year marks the 30th anniversary of the first game-music concert: The Tokyo Strings Ensemble performed Dragon Quest at Tokyo’s Suntory Hall in August 1987. Now there are six touring shows of symphonic game music, Noone says.

“This is just the best way, the most fun way to introduce kids to the instruments of the orchestra,” she adds. “It may be the first time ever they are that close to a cellist, and that’s really exciting for me.”

 

 

[“source-gadgets.ndtv”]

Captain Read an inspiration – Barrett

Cape Town – All Blacks pivot Beauden Barrett admitted to drawing inspiration from the performance of his captain, Kieran Read, during Saturday’s win over the British and Irish Lions in Auckland.

Read was in fine form in his side’s 30-15 triumph as he returned to action after a two-month lay-off after recovering from a broken thumb.

“I don’t know how he did it,” said Barrett.

“How his match fitness was up to it, all his skills required to compete at that level, it was inspirational. Particularly that pick-up from the scrum that was world-class which led to a try. That’s all we ask from a leader and it’s hard not to follow that.”

Barrett featured in a piece of class himself when running back in defence to field a Lions kick ahead. Not dropping his speed at all he bent down and scooped up the ball in one action.

He said he surprised himself in doing that because it wasn’t something he had done before and said he generally wasn’t the most flexible of players.

Barrett had only about 25 minutes at flyhalf in the game after having to move back to fullback when Ben Smith left for a concussion test which he ultimately failed.

Barrett said the change involved a slightly different view of the game when moving back to full-back. But once phase play was involved there was not a lot different.

“It’s a lot easier starting at 10 and moving back (to fullback) than it would be starting at 15 and going in,” he added.

[Source”timesofindia”]

4 clear benefits of an A/B tested website

Image result for 4 clear benefits of an A/B tested website

A/B testing (also known as split testing) is generally used to test different elements of a website where improvement of a measurable goal can be seen. Unfortunately, A/B testing is too often overlooked by designers as a way to improve the overall design and development of a website.

A/B testing is a powerful way to really increase your conversion rate when done right. It’s important when you A/B test you take your time, have a hypothesis in place, and analyse results over a 7 to 10-day period for the best possible data collection and conclusion to which website design version is best and which one drives in more conversions.

So what are the top ways this testing method can improve your conversion rate?

1) A/B TESTING MEASURES YOUR WEBSITE’S PERFORMANCE

While A/B testing, you’ll have the ability to analyze key metrics which give you an overall view of how your website design is currently performing, versus how it may perform with any new planned and improved potential changes. When using tools such as Google Analytics, you’ll typically have the ability to access three different basic metrics to measure the overall performance of your website design:

BASIC METRICS

  • Unique page views: measured by the number of page-views that are completed by a single individual visitor during their session on the overall website.
  • Page views: the number of times a single page has been viewed. This can be any page including but not limited to product pages, blog posts, contact pages etc.
  • Users: refers to the number of unique visitors to the website or a certain webpage.
  • Mobile: records the number of mobile users who are visiting the website through different mobile devices. This shows you whether you need to target the design to your mobile audience more than desktop users.
  • Medium/Source: shows which channels have helped in directing visitors to your website or webpages.
  • Location: refers to where your visitors are coming from so you can create more targeted content or advertisements.

ENGAGING METRICS

  • Average time on page: shows you how engaging the website design is by giving you an average time a visitor is staying on a webpage.
  • Pages/Session: shows you how many pages a single user visits while they’re on the website.
  • New vs returning: shows you how many new or returning visitors you have, giving you indication on whether your site is engaging enough to bring visitors back.
  • Referral traffic: shows the amount of websites that link and share content that’s on your site.

CONVERSION METRICS

Lead generation

  • Goal conversion rate: gives you the overall total of individual goal conversion rates. This is calculated by dividing both the total amount of completed goals by the number of sessions.
  • Goal completions: tells you how fast you’re reaching your goals and whether you need to adjust your marketing and A/B testing efforts accordingly.

Sales

  • Transactions: shows the percentage of revenue and how many transactions your website design is achieving.
  • Time to purchase: gives you an idea of the time it takes a single user to purchase from the newly designed website. This can lead over days or weeks.
  • Assisted conversions: gives you an indication on what was involved in assisting the final decision for the user to make a purchase.

2) A/B TESTING HELPS YOU SPOT PROBLEMS ON YOUR SITE

A/B testing has an uncanny way of showing you which areas of your website design may be lacking or need improvement to boost overall sales. In addressing these areas, you have the ability to really improve the website design greatly while increasing conversion rates. Upon A/B testing your website design, you may find one or more of these areas lacking:

  • Images: unfortunately, many designers don’t use high quality images. This can really impact sales and the overall reputation of the business you’re developing for.
  • Calls to action (CTA): another area where many designers struggle. The idea of a call to action is to encourage people to connect through different portals and networks. Whether the conversion is a sale, subscription, or a download, you need to have an enticing and well-designed call to action to really connect and motivate visitors. Examples of good and bad calls to actions include:
    – Bad/Average: “Call Now”, “Sign Up Here”, “Call Today”.
    – Good/Great: “Join The Pride”, “Join An Exclusive Club”, “Be A Part Of The Future”.
  • Contact details: many designers tend to create an ordinary and sometimes sloppy contact page. Instead look into creating a contact page which features links to social media, opt-ins, inquiry forms, and the company’s phone number and address.
  • Navigation: website navigation can also be lacking depending on your layout and design. A/B testing the navigation will enable you to see whether you can improve your visitors onsite experience. Website navigation should be easy to navigate without confusing your visitors, provide minimal click through pages, be clearly labelled so visitors know what they’re clicking into to find what they’re looking for.

Website navigation can make a big difference whether you have a high or low bounce rate, so don’t disregard A/B testing in this area because you may just be pleasantly surprised with your ROI.

3) A/B TESTING ALLOWS YOU TO EXPERIMENT

A/B testing opens up an abundance of opportunities to change and analyze areas of your website design to see what people like and don’t like. Some areas testers can try include (but isn’t limited to):

  • Visitor flow: how your visitors reach point B from point A.
  • Layout: the layout of menus, button sizes, forms etc.
  • Text: headlines, descriptions, call to actions, and content itself.
  • Visual Elements: images, colors, videos, brand logo etc.

Some best practices to implement when A/B testing to increase conversion rates through a more favorable site includes:

  • Eliminating distractions which may be distracting visitors from reaching the end goal of a conversion. This may be navigation areas throughout the checkout process.
  • Focus on call to actions as some text has the ability to resonate with certain people differently over other audience members.
  • Be consistent when A/B testing and do one element change at a time.
  • A/B test with the aim to enhance the overall website’s popularity and not just individual page goals alone.

In creating a website that the audience likes, you have a higher chance of increasing the overall conversion rate. Pushing your website design changes through data analyzed from A/B testing can really help to drive home a wider audience margin.

4) IT INCREASES THE MARKETING POTENTIAL OF YOUR SITE

A/B testing is a great way to be able to hone in and redefine your website design into a powerful and more profitable marketing tool. With careful analysis of the data collected from split testing you can change key areas or elements of the design that can drive home the conversions you’re looking to achieve. The best ways to improve conversions is to leverage all you can from split testing, and here are some ways you can achieve this:

  • Target metrics: before A/B testing it’s a good idea to setup the target metrics you wish to achieve when you split test to determine the success of the test.
  • Feedback: try and ask your visitors for feedback through surveys and other forms. This will help you to decide on key areas of your website design that need addressing.
  • Choose high traffic pages: before testing random pages, to create a powerful marketing tool out of your website design you need to work on the high traffic pages first. High traffic pages are being seen by more people and tend to bring in more visitors. Generally landing pages are key pages which should be A/B tested for better data collection and analysis. Split testing landing pages enables you to: convert more sales and revenue; lower your bounce rate; unveil any pitfalls that your landing page has; increase the conversion rate; eliminate guesswork and assumptions; gain better leverage over your competition.

 

[Source: Webdesignerdepot]