Apple blocks iOS updates of messaging app Telegram; Android, Windows unaffected [updated]

Encrypted messaging app Telegram is feeling the squeeze out of Russia, where regulators are not letting up in their ongoing attempts to block the app because its publishers refuse to provide regulators with access to messages on the platform.

Pavel Durov announced in a statement on Telegram that the iOS app may be having issues with certain features like stickers after the iOS 11.4 update this week. That is because updates to the app are being prevented globally, he said, by Apple after the Russian regulator ordered Apple to remove Telegram from the App Store altogether. Durov said this has also meant that Telegram has not been able to issue a GDPR update to comply with the new European regulations that went into effect last week.

For now, Telegram is still in the App Store, albeit with an out-of-date, non-GDPR-compliant version of the app. And confusingly, the move doesn’t apply to all platforms: the Telegram app for Mac is still updating. Separately, Durov confirmed to TechCrunch that the same issue is not applying to versions in Google Play and the Windows store, and that for now Telegram will stay online in Russia.

“Apple has been restricting us from pushing new Telegram versions since mid-April [but] we haven’t had any such issues with Google Play / Microsoft Store. The Android app has been successfully updated many times during the last six weeks,” he said.

In response to questions about whether it will Telegram will get removed altogether, he was unequivocal that it will remain no matter what happens with the stores. “Telegram is accessible in Russia due to the built-in anti-censorship tools,” he said.

The news caps off what has been a difficult week for Telegram. Days ago, the Russian communications regulator Roskomnadzor (RKN) announced that it had made a formal request to Apple to stop distributing the app, and also to stop enabling push notifications for those who already have the app downloaded in Russia.

Durov’s full statement, plus some more backstory below that:

“Unfortunately, some Telegram features, such as stickers, don’t work correctly under iOS 11.4 that was just released – even though we fixed this issue weeks ago,” Durov wrote minutes ago in his Telegram channel.

“Apple has been preventing Telegram from updating its iOS apps globally ever since the Russian authorities ordered Apple to remove Telegram from the App Store. Russia banned Telegram on its territory in April because we refused to provide decryption keys for all our users’ communications to Russia’s security agencies. We believe we did the only possible thing, preserving the right of our users to privacy in a troubled country.

“Unfortunately, Apple didn’t side with us. While Russia makes up only 7% of Telegram’s userbase, Apple is restricting updates for all Telegram users around the world since mid-April. As a result, we’ve also been unable to fully comply with GDPR for our EU-users by the deadline of May 25, 2018. We are continuing our efforts to resolve the situation and will keep you updated.

“Sorry for the inconvenience and thank you for your patience.”

Notably, for now it seems that the app — an older version of it — is still available in the App Store. Apple, according to a report this week, has one month from May 28 to comply with a request to remove it completely. It’s not clear what the consequences would be if it failed to do so.

“We sent them [Apple] a legally binding letter and are awaiting their legally binding reply. Because Apple, like other transnational companies, is a company with a high degree of red tape, we expect the reply within a month,” RKN’s head Alexander Zharov said to Russian news agency Interfax.

RKN has been seeking to shut down use of Telegram in the country for months, but for most of that time Telegram has been working around the issue by appealing to people to use VPNs to access the service, and also by hopping around IPs at hosting companies sympathetic to its attempt to continue offering its service without sharing data with Russian authorities.

Its hopping had the unintended consequence of RKN knocking out entire swathes of IP addresses to stop Telegram, some 19 million at its peak, causing a number of other services to go down as well. But even so, the app has gone viral with the attention, which had also prompted a number of protests.

But despite the attention, it is unclear how this might have translated to usage and app installs. The most recent figures released by Telegram note that there are about 200 million monthly active users, with 14 million in Russia, although those figures predate the scuffle with Russian regulators. Downloads as tracked by AppAnnie, in fact, seem to point to a slight dip in downloads in Russia after the RKN blocks started in April, although those numbers only count App Store downloads.

Surprisingly, and maybe because of how popular the resistance was proving to be, it looked like several of the key cloud hosting companies, such as Google and Amazon’s AWS, where Telegram along with many other sites and apps host their data and operations, had decided to hold firm to see how things would develop, even when their own consumer-facing services were suffering.

So it seemed only a matter of time before RKN would soon turn to app store operators to turn the screws further. Apple, it seems, has been the first to go down, specifically with regards to updating the app in the App Store. Logically, it seems that the Play Store and others might also feel the squeeze, too.

We are contacting Apple for further comment, and also Google to see if the Play Store is also being affected, and we will update this post as we learn more.

Updated with response from Pavel Durov. More to come.

source https://techcrunch.com/2018/05/31/feeling-pressure-from-russia-telegram-says-apple-has-blocked-updates-since-mid-april-app-missed-gdpr-deadline/

Riding Through National Bike Month With Priority Bicycles

The queer dating app Her expands with curated community spaces

After carving out a niche as the first dating app by and for queer women, Her is broadening its mission. Today, the app formerly known as Dattch is launching a Communities feature — kind of like a set of mini queer subreddits — to let people connect around interests and identity as a group.

“We spent the past three years bringing people together in one on one conversations and introductions — communities is about taking it beyond the one on one,” Her founder Robyn Exton told TechCrunch.

“We started paying attention to the number of queer spaces that are closing,” Exton said, noting that women’s centers, lesbian bars, queer bookshops and other queer IRL spaces are closing in record numbers in recent years. “We actually think they’re needed more than ever.”

Her’s new Communities feature aims to create a digital version of those collective queer spaces, letting users connect with interest and identity-based groups, with message boards custom built for Her’s unique user base. Users can post content in Communities or follow another person’s feed to stay up to date on what’s going in the Her universe.

A curated starter pack of Communities launches today, though Exton plans to add more over time with the potential for user-generated Communities and pop-ups around specific events. The first set includes a space for queer women of color, one centered around mindfulness and wellbeing and another for news and entertainment, among others.

The categories are pretty broad for now, but it sounds like Her plans to adapt Communities to whatever its users end up wanting. That flexibility coupled with Exton’s commitment to maintaining a space that’s “so ragingly queer” set Her apart from dating apps that generally fumble any dating experience that isn’t explicitly for straight people or gay men.

Her also plans to push toward internationalization in 2018 to grow its 3 million registered users. The app is already live in 55 countries and its largest non-English speaking markets are France, Germany, Spain, Italy, Brazil, Mexico, Indonesia and the Philippines. The app will host events tailored toward each of those locales in the coming year.

Just in time for Pride Month, Her is also launching a rebrand aimed at making the app more inclusive and reflective of what Exton calls “the future of fluidity that we believe in.”

“Our community and our audience has changed hugely, even in the last three years,” Exton said. “We needed to reflect that as a brand.”

According to Exton, there’s been a massive spike in Her users under the age of 29 describing their gender as non-binary or their sexuality as pansexual — a shift reflective of language and identity evolution in the queer community at large. The language of the rebrand describes a vision in which “sexuality and gender are found on a spectrum, where labels remain but are not set in stone.”

Exton hopes that Communities will create meaningful spaces in which Her users can gather and explore their own identities as they evolve and change. “So much queerness that happens inside of Her,” Exton said. “People describe it as feeling like you’re coming home.”

source https://techcrunch.com/2018/05/31/her-app-queer-women-communities-rebrand/

Telegram says Apple has prevented updates on iOS since mid-April, app missed GDPR deadline

Encrypted messaging app Telegram is feeling the squeeze out of Russia, where regulators are not letting up in their ongoing attempts to block the app because its publishers refuse to provide regulators with access to messages on the platform.

Pavel Durov has announced that Telegram’s app for iOS is having issues with certain features like stickers after the iOS 11.4 update this week. Updates to the app are being prevented globally, he said, by Apple after the Russian regulator ordered Apple to remove Telegram from the App Store altogether. Durov said this has also meant that Telegram has not been able to issue its GDPR update to comply with the new European regulations that went into effect last week.

For now, Telegram is still in the App Store, albeit with an out-of-date, non-GDPR-compliant version of the app. And confusingly, the move doesn’t apply to all platforms: the Telegram app for Mac is still updating.

The news caps off what has been a troubling week for Telegram. Days ago, the Russian communications regulator Roskomnadzor (RKN) announced that it had made a formal request to Apple to stop distributing the app, and also to stop enabling push notifications for those who already have the app downloaded in Russia.

Durov’s full statement, plus some more context below that:

“Unfortunately, some Telegram features, such as stickers, don’t work correctly under iOS 11.4 that was just released – even though we fixed this issue weeks ago,” Durov wrote minutes ago in his Telegram channel.

“Apple has been preventing Telegram from updating its iOS apps globally ever since the Russian authorities ordered Apple to remove Telegram from the App Store. Russia banned Telegram on its territory in April because we refused to provide decryption keys for all our users’ communications to Russia’s security agencies. We believe we did the only possible thing, preserving the right of our users to privacy in a troubled country.

“Unfortunately, Apple didn’t side with us. While Russia makes up only 7% of Telegram’s userbase, Apple is restricting updates for all Telegram users around the world since mid-April. As a result, we’ve also been unable to fully comply with GDPR for our EU-users by the deadline of May 25, 2018. We are continuing our efforts to resolve the situation and will keep you updated.

“Sorry for the inconvenience and thank you for your patience.”

Notably, for now it seems that the app — an older version of it — is still available in the App Store. Apple, according to a report this week, has one month from May 28 to comply with a request to remove it completely. It’s not clear what the consequences would be if it failed to do so.

“We sent them [Apple] a legally binding letter and are awaiting their legally binding reply. Because Apple, like other transnational companies, is a company with a high degree of red tape, we expect the reply within a month,” RKN’s head Alexander Zharov said to Russian news agency Interfax.

RKN has been seeking to shut down use of Telegram in the country for months, but for most of that time Telegram has been working around the issue by appealing to people to use VPNs to access the service, and also by hopping around IPs at hosting companies sympathetic to its attempt to continue offering its service without sharing data with Russian authorities.

Its hopping had the unintended consequence of RKN knocking out entire swathes of IP addresses to stop Telegram, some 19 million at its peak, causing a number of other services to go down as well. But even so, the app has gone viral with the attention, which had also prompted a number of protests.

But despite the attention, it is unclear how this might have translated to usage and app installs. The most recent figures released by Telegram note that there are about 200 million monthly active users, with 14 million in Russia, although those figures predate the scuffle with Russian regulators. Downloads as tracked by AppAnnie, in fact, seem to point to a slight dip in downloads in Russia after the RKN blocks started in April, although those numbers only count App Store downloads.

Surprisingly, and maybe because of how popular the resistance was proving to be, it looked like several of the key cloud hosting companies, such as Google and Amazon’s AWS, where Telegram along with many other sites and apps host their data and operations, had decided to hold firm to see how things would develop, even when their own consumer-facing services were suffering.

So it seemed only a matter of time before RKN would soon turn to app store operators to turn the screws further. Apple, it seems, has been the first to go down, specifically with regards to updating the app in the App Store. Logically, it seems that the Play Store and others might also feel the squeeze, too.

We are contacting Apple for further comment, and also Google to see if the Play Store is also being affected, and we will update this post as we learn more.

More to come.

source https://techcrunch.com/2018/05/31/feeling-pressure-from-russia-telegram-says-apple-has-blocked-updates-since-mid-april-app-missed-gdpr-deadline/

Pinterest gives advertisers a way to show promoted videos that take up the screen

Pinterest is continuing its push into video as a potential avenue for advertisers by today saying that it will offer advertisers a promoted video tool that takes up the width of the entire screen.

While Pinterest normally offers users a grid that they can flip through — compressing a lot of content into a small space — taking up the full width of the screen with a promoted video would offer advertisers considerable real estate if they’re looking to get the attention of users. Pinterest pitches itself to advertisers as a strong alternative to Facebook or Google, giving marketers a way to reach an audience that behaves a little more differently than when on those other platforms and coming to Pinterest to discover new things.

The company also said it’s hired Tina Pukonen as an entertainment strategist and Mike Chuthakieo as an industry sales lead. Pinterest says more than 42 million people in the U.S. come to Pinterest for entertainment ideas, and that potential tool offers an interesting niche opportunity for advertisers to capture the attention of a user for a product — say, a movie — that needs a lot of awareness marketing. Getting a user’s attention for just a few seconds can be more than enough time to at least plant the seed of potentially buying a product down the line.

It’s that argument that what gives Pinterest potential value for advertisers. The company offers an array of advertising products designed to target users at all phases of a potential buying cycle, whether that’s just clicking around on the platform looking for ideas down to actually saving an idea or buying it — through Pinterest or through a referral. Most of Pinterest’s content consists of images and other content from brands or businesses. That makes sense given that it’s a place where people tend to go to plan life events, whether that’s parties, or weddings, or home improvement — and those events center around products that they may in theory one day buy. All the while Pinterest is accumulating a lot of different plays at advertising products and an experienced level of senior hires, including hiring its first COO Françoise Brougher, who was the former VP of SMB global sales and operations at Google and business lead at Square.

Pinterest, interestingly, seems to have been a little more tolerant of making what might seem like small design changes but may have substantial user implications. The company added a tab for followers at the bottom of the app, shaking up what is often seen as a core navigation bar for any app. But the company continues to grow, crossing 200 million monthly active users in September last year.

source https://techcrunch.com/2018/05/31/pinterest-gives-advertisers-a-way-to-show-promoted-videos-that-take-up-the-screen/

Feeling pressure from Russia, Telegram says Apple has blocked updates since mid-April, app missed GDPR deadline

Encrypted messaging app Telegram is feeling the squeeze out of Russia, where regulators are not letting up in their ongoing attempts to block the app because its publishers refuse to provide regulators with access to messages on the platform. Pavel Durov has announced that Telegram app for iOS is no longer updating after the iOS 11.4 update this week: updates are being “prevented” by Apple after the Russian regulator ordered Apple to remove Telegram from the App Store altogether. Durov said this has also meant that Telegram has not been able to issue its GDPR update to comply with the new European regulations that went into effect last week.

For now, Telegram is still in the App Store, albeit with an out-of-date, non-GDPR-compliant version of the app.

The news caps off what has been a troubling week for Telegram. Days ago, the Russian communications regulator Roskomnadzor (RKN) announced that it had made a formal request to Apple to stop distributing the app, and also to stop enabling push notifications for those who already have the app downloaded in Russia.

Durov’s full statement, plus some more context below that:

“Unfortunately, some Telegram features, such as stickers, don’t work correctly under iOS 11.4 that was just released – even though we fixed this issue weeks ago,” Durov wrote minutes ago in his Telegram channel.

“Apple has been preventing Telegram from updating its iOS apps globally ever since the Russian authorities ordered Apple to remove Telegram from the App Store. Russia banned Telegram on its territory in April because we refused to provide decryption keys for all our users’ communications to Russia’s security agencies. We believe we did the only possible thing, preserving the right of our users to privacy in a troubled country.

“Unfortunately, Apple didn’t side with us. While Russia makes up only 7% of Telegram’s userbase, Apple is restricting updates for all Telegram users around the world since mid-April. As a result, we’ve also been unable to fully comply with GDPR for our EU-users by the deadline of May 25, 2018. We are continuing our efforts to resolve the situation and will keep you updated.

“Sorry for the inconvenience and thank you for your patience.”

Notably, for now it seems that the app — an older version of it — is still available in the App Store. Apple, according to a report this week, has one month from May 28 to comply with a request to remove it completely. It’s not clear what the consequences would be if it failed to do so.

“We sent them [Apple] a legally binding letter and are awaiting their legally binding reply. Because Apple, like other transnational companies, is a company with a high degree of red tape, we expect the reply within a month,” RKN’s head Alexander Zharov said to Russian news agency Interfax.

RKN has been seeking to shut down use of Telegram in the country for months, but for most of that time Telegram has been working around the issue by appealing to people to use VPNs to access the service, and also by hopping around IPs at hosting companies sympathetic to its attempt to continue offering its service without sharing data with Russian authorities.

Its hopping had the unintended consequence of RKN knocking out entire swathes of IP addresses to stop Telegram, some 19 million at its peak, causing a number of other services to go down as well. But even so, the app has gone viral with the attention, which had also prompted a number of protests.

But despite the attention, it is unclear how this might have translated to usage and app installs. The most recent figures released by Telegram note that there are about 200 million monthly active users, with 14 million in Russia, although those figures predate the scuffle with Russian regulators. Downloads as tracked by AppAnnie, in fact, seem to point to a slight dip in downloads in Russia after the RKN blocks started in April, although those numbers only count App Store downloads.

Surprisingly, and maybe because of how popular the resistance was proving to be, it looked like several of the key cloud hosting companies, such as Google and Amazon’s AWS, where Telegram along with many other sites and apps host their data and operations, had decided to hold firm to see how things would develop, even when their own consumer-facing services were suffering.

So it seemed only a matter of time before RKN would soon turn to app store operators to turn the screws further. Apple, it seems, has been the first to go down, specifically with regards to updating the app in the App Store. Logically, it seems that the Play Store and others might also feel the squeeze, too.

We are contacting Apple for further comment, and also Google to see if the Play Store is also being affected, and we will update this post as we learn more.

More to come.

source https://techcrunch.com/2018/05/31/feeling-pressure-from-russia-telegram-says-apple-has-blocked-updates-since-mid-april-app-missed-gdpr-deadline/

More speakers, panels at The Europas, and how to get your ticket free

The Europas Unconference & Awards is back on 3 July in London and we’re excited to announce more speakers and panel sessions as the event takes shape. Crypto and Blockchain will be a major theme this year, and we’re bringing together many of the key players. TechCrunch is once again the key media partner, and if you attend The Europas you’ll be first in the queue to get offers for TC events and Disrupt Europe later in the year.

You can also potentially get your ticket for free just by sharing your own ticket link with friends and followers. See below for the details and instructions.

To recap, we’re jumping straight into our popular breakout sessions where you’ll get up close and personal with some of Europe’s leading investors, founders and thought leaders.

The Unconference is focused into zones including AI, Fintech, Mobility, Startups, Society, and Enterprise and Crypto / Blockchain.

Our Crypto HQ will feature two tracks of panels, one focused on investing and the other on how blockchain is disrupting everything from financial services, to gaming, to social impact to art.

We’ve lined up some of the leading blockchain VCs to talk about what trends and projects excite them most, including Outlier Ventures’ Jamie Burke, KR1’s George McDonaugh, blockchain angel Nancy Fenchay, Fabric Ventures’ Richard Muirhead and Michael Jackson of Mangrove Capital Partners.

Thinking of an ICO vs crowdfunding? Join Michael Jackson on how ICOs are disrupting venture capital and Ali Ganjavian, co-founder of Studio Banana, the creators of longtime Kickstarter darling OstrichPillow to understand the ins and outs of both.

We’ve also lined up a panel to discuss the process of an ICO – what do you need to consider, the highs, the lows, the timing and the importance of community. Linda Wang, founder and CEO of Lending Block, which recently raised $10 million in an April ICO, joins us.

We are thrilled to announce that Civil, the decentralised marketplace for sustainable journalism, will be joining to talk about the rise of fake news and Verisart’s Robert Norton will share his views on stamping out fraud in the art world with blockchain. Min Teo of ConsenSys will discuss blockchain and social impact and Jeremy Millar, head of Consensys UK, will speak on Smart Contracts.

Our Pathfounders Startup Zone is focused purely on startups. Our popular Meet the Press panel is back where some of tech’s finest reporters will tell you what makes a great tech story, and how to pitch (and NOT pitch them). For a start, TechCrunch’s Steve O’Hear and Quartz’s Joon Ian Wong are joining.

You’ll also hear from angels and investors including Seedcamp’s Carlos Eduardo Espinal; Eileen Burbidge of Passion Capital; Accel Partners’ Andrei Brasoveanu; Jeremy Yap; Candice Lo of Blossom Capital; Scott Sage of Crane Venture Partners; Tugce Ergul of Angel Labs; Stéphanie Hospital of OneRagtime; Connect Ventures’ Sitar Teli and Jason Ball of Qualcomm Ventures.

Sound great? You can grab your ticket here:

Early bird ticket sales end on Friday! Remember, you can end up getting your ticket for free.

All you need to do is share your personal ticket link. Your friends get 15% off, and you get 15% off again when they buy.

The more your friends buy, the more your ticket cost goes down, all the way to free!

The Public Voting in the awards ends 11 June 2018 11:59: https://theeuropas.polldaddy.com/s/theeuropas2018

We’re still looking for sponsor partners to support these editorially curated panels.

Please get in touch with Petra@theeuropas.com for more details.

SPEAKERS SO FAR:

Jamie Burke, Outlier Ventures

Jeremy Millar, ConsenSys

Linda Wang, Lending Block

Robert Norton, Verisart

George McDonaugh, KR1

Eileen Burbidge, Passion Capital

Carlos Eduardo Espinal, Seedcamp

Sitar Teli, Connect Ventures

Michael Jackson, Mangrove Capital Partners

Min Teo, ConsenSys

Steve O’Hear, TechCrunch

Joon Ian Wong, Quartz

Richard Muirhead, Fabric Ventures

Nancy Fechnay, Blockchain Technologist + Angel

Candice Lo, Blossom Capital

Scott Sage, Crane Venture Partners

Andrei Brasoveanu, Accel

Tina Baker, Jag Shaw Baker

Jeremy Yap

Candice Lo, Blossom Capital

Tugce Ergul, Angel Labs

Stéphanie Hospital, OneRagtime

Jason Ball, Qualcomm Ventures

The Europas Awards
The Europas Awards are based on voting by expert judges and the industry itself. But key to the daytime is all the speakers and invited guests. There’s no “off-limits speaker room” at The Europas, so attendees can mingle easily with VIPs and speakers.

Vote for your Favourite Startups

Public Voting is still humming along. Please remember to vote for your favourite startups!

Awards by category:

Hottest Media/Entertainment Startup

Hottest E-commerce/Retail Startup

Hottest Education Startup

Hottest Startup Accelerator

Hottest Marketing/AdTech Startup

Hottest Games Startup

Hottest Mobile Startup

Hottest FinTech Startup

Hottest Enterprise, SaaS or B2B Startup

Hottest Hardware Startup

Hottest Platform Economy / Marketplace

Hottest Health Startup

Hottest Cyber Security Startup

Hottest Travel Startup

Hottest Internet of Things Startup

Hottest Technology Innovation

Hottest FashionTech Startup

Hottest Tech For Good

Hottest A.I. Startup

Fastest Rising Startup Of The Year

Hottest GreenTech Startup of The Year

Hottest Startup Founders

Hottest CEO of the Year

Best Angel/Seed Investor of the Year

Hottest VC Investor of the Year

Hottest Blockchain/Crypto Startup Founder(s)

Hottest Blockchain Protocol Project

Hottest Blockchain DApp

Hottest Corporate Blockchain Project

Hottest Blockchain Investor

Hottest Blockchain ICO (Europe)

Hottest Financial Crypto Project

Hottest Blockchain for Good Project

Hottest Blockchain Identity Project

Hall Of Fame Award – Awarded to a long-term player in Europe

The Europas Grand Prix Award (to be decided from winners)

The Awards celebrates the most forward thinking and innovative tech & blockchain startups across over some 30+ categories.

Startups can apply for an award or be nominated by anyone, including our judges. It is free to enter or be nominated.

Instead of thousands and thousands of people, think of a great summer event with 1,000 of the most interesting and useful people in the industry, including key investors and leading entrepreneurs.

• No secret VIP rooms, which means you get to interact with the Speakers

• Key Founders and investors speaking; featured attendees invited to just network

• Expert speeches, discussions, and Q&A directly from the main stage

• Intimate “breakout” sessions with key players on vertical topics

• The opportunity to meet almost everyone in those small groups, super-charging your networking

• Journalists from major tech titles, newspapers and business broadcasters

• A parallel Founders-only track geared towards fund-raising and hyper-networking

• A stunning awards dinner and party which honors both the hottest startups and the leading lights in the European startup scene

• All on one day to maximise your time in London. And it’s sunny (probably)!

That’s just the beginning. There’s more to come…

source https://techcrunch.com/2018/05/31/more-speakers-panels-at-the-europas-and-how-to-get-your-ticket-free/

Why Good Site Architecture Is The Only CRO You Need

When you hear the words “site architecture,” the first thing that comes to mind is probably SEO.

It doesn’t take much digging into SEO best practice to learn that Google loves a site with clearly defined architecture that’s easy to crawl and index.

But if you stopped your site architecture planning with just your SEO, then you’ve missed out on the greater picture.

Site architecture isn’t just an effort to game search engines into ranking your site higher.

It does help with SEO, but it’s so much more than that.

Ultimately, your site architecture should be a strategic effort that allows your organic or paid visitors to navigate easily and use your site for its intended purpose.

That means that site architecture is the older brother of conversion rate optimization.

So in this post, I want to show you exactly how site architecture simultaneously supersedes and enables traditional conversion rate optimization efforts.

And to start things off, I want to dig a little deeper into why so many conversion rate optimization efforts fail.

Why conversion rate optimization doesn’t always work

When dialing in your conversion rate optimization, it’s easy to want to focus on the more traditional efforts.

Typical conversion rate optimization efforts require brands to set up competing versions of the same page in order to see how they can improve them.

It’s like a battle royale for website pages.

After a week or two of waiting and measuring, the best performing page wins.

One of them stays up, while the others are discarded for all eternity.

From there, more experimentation occurs based on the winning page’s performance to see if anything else can be improved.

Sometimes, brands will even get brave and conduct some multivariate tests to see if changing multiple elements can yield improvement.

Much like a traditional A/B test, the results hinge on a last-man-standing approach.

Brands can be the loser, and the winner stays up as the subject of more experimentation.

All of this is an ongoing effort to see how you can improve conversions over time.

Many frequently blog about this practice, which even has its own career field in the marketing industry.

But these types of tests aren’t always the most dependable for small brands that need to optimize as efficiently as possible.

And even some large businesses fall prey to common A/B testing mistakes.

For example, elements like sample size can drastically skew the results of conversion rate testing.

Simply put, if you’re not getting enough traffic, then you’ll be making changes and concluding off of insufficient amounts of data.

That means you could be making the wrong moves and ultimately hurting your brand’s performance.

Or you could also be testing something silly, like colors on your website.

To put it in ConversionXL’s Ott Niggulis’ words:

“There is no universal best color. What works on one site, doesn’t necessarily work on another.”

And that’s part of the point as well.

Many conversion rate optimization trends rise on the backs of a brand or two saying they saw good results from a particular experiment.

Then everyone does it, and confusion results when improvement doesn’t follow.

And then to make matters worse, many brands often don’t allow a proper amount of time to see if their results end up sticking.

If your variable regresses back to your control’s average, then there’s a good chance that dropping your control could be a bad idea.

Many brands will prematurely make a decision on the first few days, which ultimately hurts them in the long run.

People call this the small win mentality. It ultimately leads to poor optimization and potentially undermines your results.

So with all of the potential pitfalls of traditional conversion rate optimization, can site architecture create a more foolproof way to ensure that your website sees plenty of conversions?

To answer that, I want to break down some of the basics of site architecture and show you how it correlates to your conversion rate optimization.

How site architecture creates conversions

Your site’s architecture focuses on building a platform that is easier for your users to navigate.

When you look into what site architecture actually is, you’ll typically see a graph that offers a genealogy-like depiction of how pages on your site interact.

While there’s a good chance no two sites will be exactly alike, this hierarchy style is a pretty standard example.

You start from a homepage and then navigate through a series of categories and subcategories until you’ve found what you’re looking for.

If this process is fluid, as in the graph above, then your users will have no issues.

But if the architecture is muddled, and it’s hard to find a page that should fall under a natural category, then it’s increasingly more likely that your users will leave.

In other words, the idea is to create a fluid user experience that ultimately leads to trackable and accurate conversion testing.

If you implement this correctly, you’ll have a site that’s easier to improve on in the long run.

But does site architecture have a genuinely positive effect on your conversions?

A brand called Voicer reported a 75% increase in conversions by correcting some “small” user experience flaws in their site.

If they can see that kind of improvement from small changes, imagine what would happen on a site that has significant user experience problems.

And yet another brand reported a 112% increase in revenue by improving the usability of their site.

So, good site architecture that leads to good user experience can clearly act as a solid basis for conversion rate optimization.

But breaking down the user experience of your website isn’t a simple process.

It requires a great deal of data gathering and analyzing to get to a point where you can indeed create a site architecture that works well for conversions.

Thankfully, there’s a method called the honeycomb model that shows you how exactly user experience can be broken down to help optimize your conversion rates.

This methodology provides a simple framework that helps brands create websites with the following characteristics:

• Useful: Serve the purpose for they created it.
• Usability: Simple and easy to use.
• Accessible: Anyone can use it.
• Desirable: Provides positive emotion and is pleasant to use.
• Findable: Navigation is intuitive, and solutions are easy to find.
• Credible: Conveys in a believable or trustworthy manner.
• Valuable: Delivers on a promised value.

If you can fulfill all of the requirements in the honeycomb model, then you optimize your sales funnel paths naturally for conversions.

So for the rest of the article, I want to show you some ways that you draw a direct line between user experience, site architecture, and conversion rate optimization.

You’ll see without a doubt that site architecture is a viable path to increase your lead generation.

Reason #1: It gives your site utility

The first steps of the honeycomb model rely on creating a website that is useful and usable.

This addresses the utility and the function of your site in a few ideas that are easy to understand.

But just because they’re easy to understand doesn’t mean they’re easy to implement.

When building out your site’s architecture, you need to create an experience that helps your user find what they came for.

This natural flow is the first place to start when addressing the usability and usefulness of your website.

This ultimately determines how people interact with your website.

And how they interact with your website will, in turn, determine how many conversions you get in the long run.

Think of it in terms of an example involving a site that sells power tools.

On a well-designed website, this would be a logical flow of thought:

Users can navigate based on the type of tool that they want to find. The site then presents individual products according to whether they are cordless, electric, or gas powered.

Now imagine if you were to switch some of the products around.

In this case, if you were trying to find a gas powered saw, you would naturally look under the gas powered tools.

If you misplace this in your site’s architecture, a user might navigate to the logical page but still be unable to find a product you actually have.

That means no matter how much you optimize the page, your organic traffic will struggle to navigate your site and may ultimately leave.

So when linking site architecture to conversion rates, the first place most brands start is with a mockup of what they want their users to achieve.

The purpose is to base the entire website design process on actual data and user behavior.

In the words of Paypal UX designer Larry Sawyer:

“They say a picture is worth a thousand words, but a mock-up is worth even more than that.”

So this design process typically follows a flow of testing, analysis, definition, ideating, prototyping, and then validating.

If you follow this particular model, you’ll be able to create a website that is usable by anyone in your audience and thus inherently useful to all parties.

So your initial goal is to optimize your site according to what visitors are doing.

You then take that information and analyze their behavior to see what stands out.

How they use your site defines what is essential, which further provides you the ideas you need to test if you want to improve your conversions.

From this information, you create a prototype of your website, and then validate your findings with additional testing.

If the prototype is invalid, you rinse and repeat until your site is in complete working order.

Keep in mind that this style of UX design does typically involve more design than just site architecture.

But for our purposes, we want to focus on the bigger picture.

So when finally creating your site’s architecture mockup, many brands start with a comprehensive markup of how the elements of every page contribute to the user experience.

As this professional breakdown demonstrates, you can draw out and improve every aspect of your site.

From this exercise, you can create a basic outline of what your users should achieve on every page of your site.

The purpose here is to take a vast amount of data from your original design and then strip it away until only a series of user actions remain.

This, in turn, dictates your site’s architecture as it is a direct representation of how you want your user to use your site.

From this simplified design, one then typically creates a more comprehensive wireframe mockup.

https://blog.kissmetrics.com/good-site-architecture/