The sukip blog

1. Emphasize what your site offers is of value to users and how your services differ from those of key competitors

Compliance rate: 27%

This is one of the most important issues in homepage design, so it’s particularly sad that it’s the least followed of all the guidelines. Websites are incredibly bad at explicitly stating what they offer users. Instead, they hide their offerings in generic marketese that makes very little impression on prospective customers.

Remember: when users have needs, they typically query search engines and allocate only a few seconds to scan each of the sites that the search engine drags up.

2. Use a liquid layout that lets users adjust the homepage size

Compliance rate: 28%

Fighting frozen layouts seems a lost battle, but it’s worth repeating: different users have different monitor sizes. People with big monitors want to be able to resize their browsers to view multiple windows simultaneously. You can’t assume that everyone’s window width is 1024 pixels: it’s too much for some users and too little for others.

3. Use color to distinguish visited and unvisited links

Compliance rate: 33%

Knowing where you’ve been is one of the three basic features that all navigation designs should support. (The other two are “Where am I?” and “Where can I go?”)

It’s sad that only a third of corporate homepages tell users at a glance which site areas they’ve already seen. Navigational confusion results when designers disable one of the few useful features of a standard Web browser: having visited and unvisited links appear in different colors. Our testing has shown that violating this guideline is particularly harmful for elderly users.

4. Use graphics to show real content, not just to decorate your homepage

Compliance rate: 35%

For example, use photos of people who have an obvious connection to the content as opposed to using models or generic stock photos. People are naturally drawn to pictures; gratuitous graphics can distract users from critical content.

Stock photography sellers are doing a brisk business, but users don’t believe that your product will make them happy just because there’s a smiling lady on your homepage. Better to show your actual product.

5. Include a tag line that explicitly summarizes what the site or company does

Compliance rate: 36%

Our recent study of how people use “about us” information on websites did find that most users could eventually dig up information about a company’s purpose. But why do most sites make prospects work so hard?

In keeping with most advertising slogans, content-free tag lines abound. Once you’ve paid millions to get a useless slogan developed, it’s probably hard to accept that it won’t work for your website.

I suggest a compromise: put the useless slogan in a graphic banner next to your logo, where it will be ignored. Then add a true tag line in plain-text format in the content area where people will actually see it.

6. Make it easy to access anything recently featured on your homepage

Compliance rate: 37%

For the Alertbox, 80% of the readership happens after a column has passed from the homepage into the archives. In general, users remember when they’ve seen something interesting on a homepage. However, unless that homepage lists recent features and offers links to them in the archive, users will never be able to find what they’re looking for on subsequent visits.

7. Include a short site description in the window title

Compliance rate: 39%

This is mainly important for search engine visibility, but why not take advantage of this superior — and cheap — form of Internet marketing?

8. Don’t use a heading to label the search area; instead use a “Search” button to the right of the box

Compliance rate: 40%

This is a small point, but there’s no reason to label the search box if there’s a “Search” button right next to it. Interaction design’s less is more principle tells us that extra elements in a dialogue distract users from the salient points and reduce their ability to understand an interface. (In other words, with less to consider, people understand more of what’s there.)

9. With stock quotes, give the percentage of change, not just the points gained or lost

Compliance rate: 40%

This guideline only applies to sites that provide stock quotes, either in the investor relations information or elsewhere. With stock quotes, the general principle is to help users understand the relative magnitude of a change, and thus its true importance. (A similar guideline applies to presenting other statistics that change over time.)

A stock increase of $0.75 means very different things if the starting price was $8 (a booming 9% leap) versus $60 (a modest 1% gain).

10. Don’t include an active link to the homepage on the homepage

Compliance rate: 41%

This is a special case of a guideline that applies to all website or intranet pages: never have a link that points to the current page. (A button to refresh stock quotes or other changing information is a different matter, and should be presented as a command button rather than a navigation link since it doesn’t lead to a new location.) Active links to current pages cause three problems:

If they click it, a link leading to the current page is an utter waste of users’ time.

Worse, such links cause users to doubt whether they’re really at the location they think they’re at.

Worst of all, if users do follow these no-op links they’ll be confused as to their new location, particularly if the page is scrolled back to the top.

Homepage links on the homepage typically result from using a universal navigation bar that includes “home” as an option. Fine. But when users are on a page that’s featured in the navbar, you should turn off that option’s link and highlight it in such as way that indicates that it’s the current location.

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1. Look for Genuine Problems

Above all else high-growth companies must solve painful problems. These are problems so pressing that a customer is compelled to spend money on your product to solve them. And the greater the pain the customer feels, the more they’re willing to pay.

Translating the pain of the problem into the solution involves two steps. The first step is to define the problem well by understanding the size of the problem, the severity of the problem, and the likely alternatives. Once you’ve determined the problem is real, the second step is to translate the size of the problem into the monetary value of the solution.

2. Size up the market

Illustrating the severity of the problem only illuminates part of the picture – the fact that a potential customer would be interested in our solution. You still need to demonstrate that the problem is bigger than just one person. Look for the larger application of the problem. If it’s severe and affects a huge audience, you’re on the right track. If it looks like the problem only affects a select group of people, you may not have much opportunity to grow the business in the future.

3. Scale Quickly

Look for some aspect of your business that can be created once and sold many times. It could be a piece of intellectual property (like a market report), a method (like the formula for how you solved a client’s problem), or the solution itself (you can resell the e-commerce software you built for a client).

Identify the aspects of your business that increase in value to your customer as more customers are added or the service gets larger. What can a customer contribute by using your service that will add more value to the next customer behind them? That’s where you find your market leverage.

4. Address Big Markets

It’s impossible to become a billion-dollar company if your vision is for a product that can only service a $10 million market. Addressing big markets is all about going after the biggest pie but start off only taking small bites you can swallow. Look for big markets that can be addressed incrementally. Put yourself in the position to address those markets by tackling smaller problems extremely well and using that momentum to become a bigger player.

5. Grow Profitably

Analyze your growth projections. Does scaling really make you more profitable or just bigger? If your business doesn’t need size to be profitable, why aren’t you profitable right now? Make sure you understand when profit requires scale and when the two are independent.

Startup companies can therefore grow very quickly at the cost of profitability and that’s a huge problem. Companies must go to market with business models that put profitability and sustainability at the forefront and use “give it away for free” tactics as a means to an end – not the end.

6. Compress Time

It doesn’t take much time to get a company into the market anymore. For some ideas it doesn’t take much more than the creation of a website to get your company ready to start serving customers. A company as big as Yahoo! can get started by two guys in a room with a collection of Web links.

Startups these days need to learn how to “compress time” in their formative stages so that they can get to market as fast as humanly possible. Many of the oldschool rules don’t apply anymore.

7. Build Backwards

Starting with the end in mind encourages focus on what we are setting out to accomplish. This in turn makes it easier to eliminate any tasks that won’t bring us closer to our goal. Organic growth is interesting, but it’s fundamentally unfocused. Chasing random opportunities and figuring it all out as you go can be disastrously slow.

Most companies never look past the next year in real, quantifiable terms of growth. Building backwards forces you to lay out the milestones of exactly where you want to be in the future so you can figure out the shortest path to that destination.

8. Cut Out the Fat

Startup companies simply cannot afford to waste time, especially in today’s business climate when a year can mean the difference between being the next Google and being one of the dozen companies who tried to follow them. To stay lean and mean you need to remain intensely focused on the few aspects of your business that matter – getting customers and proving the business model.

9. Squeeze out the air

Squeezing the air out of your business is critical to get to market faster. Big companies live by the motto “anything that can be done faster, should be done faster!”

It’s all about taking as many shortcuts as possible. And you have to, because if you can’t find a faster way to get your company up and running quickly, your competitors will. Once you are established and growing you can begin to fill in the holes you created along the way. The goal right now is to be around long enough to worry about those holes.

10. Identify Growth Factors

Having big visions and big dreams means nothing without a strategy to make it happen. I can tell you first hand that what I’ve found to work best is to set a course for big growth and to keep making adjustments along the way. No one plans for “Google growth” on paper and just executes from the same playbook they devised on day one. You need to keep testing your assumptions and making changes with an eye on fast growth the entire time.

11. Act like Number one

What you’ll find is that these Number One positions have very little to do with the actual size or growth of the company (at least initially). They are about the intelligent positioning of a company to be perceived as a leader, or said differently as the winner before the race has begun.

It probably goes without saying, but thinking like Number One is a mind set that starts with the leadership of the organization and is ingrained in the culture of the company. It’s not enough to simply say “we should think like Number One.” You need to live it and breathe it every day in everything that you do.

If you can find a meaningful niche to dominate, especially if you are just getting started, you will have created a very powerful weapon to use against your competitors large and small. The trick is knowing where to place your bets.

12. Create Capital

While we ultimately want to race to get to profitability and big riches, it’s important to understand how being broke shapes the character and focus of a company for the better. Growing a great company isn’t just about the executive corner office and the perks of ownership.

It’s about creating a living, breathing enterprise that can compete and sustain effectively over the long term. Knowing where you are going to spend the money is easy. Knowing exactly how that money is going to translate into a big profit is what investors really care about. That’s the part of the model that you are really trying to prove. If you haven’t demonstrated that you have found a pattern for success that simply needs more capital to get more success, you’re not ready to move forward.

14. Raise Capital Last

So when the time comes that you’ve proven you’ve located the silver bullet in your business, you’ve validated the model with some real paying customers, and you’ve found yourself at a point where the only thing that can force you to grow faster is to add more capital, it’s time to talk about raising money.

15. Small is the new BIG

Big companies have more weaknesses than ever before, particularly in markets that are evolving quickly. Look at what happened to the music industry just a few years after the first copy of Napster hit the Internet and downloading an MP3 song for free became a lot easier than buying one.

However you decide to position your company in the long term, the one asset you cannot afford to lose is your speed and responsiveness. These days the best way to Go BIG is to stay small!

(I am a little superstitious so you will not find a point number 13 on this post )

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You first need to understand that the game of starting companies has changed a lot in just the last few years. In particular, some important things have happened that made the startup game much easier and far more competitive at the same time. Also read my other post on “Top Challenges in the Changing Business Scenario“

#1: The key ingredients got cheaper

In the last few years the price of each of the key ingredients of starting businesses such as payroll, marketing, technology and such has simply plummeted, which in turn has significantly lowered the barriers to entry for startup companies.

#2: Technology

Software has gone open source (read: free), connectivity and hosting are dirt cheap and you c
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an buy a fully functional PC on eBay for almost Rs 10k. Even the ridiculous costs of long distance telephone service have become a thing of the past (we love you Skype!)

You can legitimately take care of all the technology startup costs for a company for about Rs 20,000. Sweet.

#3: Marketing

We can thank Google and Overture for this one. With the rise of cost-per-click and search engine marketing we saw the rise of performance-based marketing that allowed companies to pay for ads that worked, not just for ads that ran. Now a startup can begin attracting customers with a marketing budget of just Rs 10,000 and grow from there.

#4: Development Cost

The days of the HTML programmer making Rs 10 Lakhs and taking his dog to work are over. Now that work can be done for Rs 100 per hour – or less.

#5: The Internet actually happened

The promise of a billion people instantly connected to the Inter
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net sounded like a pipe dream in the mid-90’s, but guess what? It actually happened.

Today over a billion people are connected to the Internet and using it like crazy. Heck, since the Internet took off I can’t even remember the last time I visited my local bank or walked into a movie store to rent a movie. I don’t even know if real live travel agents still exist anymore thanks to MakeMyTrip.com and others…

#6: Viral Marketing

Companies like Napster, PayPal and MySpace have grown to tens of millions of users within just a few years simply by referral. That same rate of user acquisition a decade ago would have cost tens of millions of dollars and would have taken ten ye
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ars.

#7: Speed is King

If the next generation of high growth startup companies has shown us anything, it’s that “speed is king”. Companies like Google, Skype and NetFlix have shown us that it wasn’t about adding more employees and office space as quickly as possible. It was about addressing changing market conditions as quickly as possible with products that could scale big and fast.

Examples

Google

Proved to Microsoft that being the world’s largest software company was useless if you couldn’t respond quickly enough to changing market conditions, like the rise in ad-supported searches. Google is now worth almost half the price of Microsoft.

Skype

Grew to over 50 million users of its voice over IP service before big telecom could ev
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en begin to respond to the opportunity (they still really haven’t). Skype was sold to eBay for over $4 billion dollars after just 3 years in business.

Netflix

Forced Blockbuster to abandon its cash cow – movie rental late fees – to try to stay competitive while NetFlix completely changed the movie rental model on them. NetFlix is now approaching 4 million subscribers and the “dark years” of late fees are now only a horror story told to young children.

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In this post I’m going to cover how SEO helped sukip, this is primarily for a designer.

If you’re a hardcore programmer then checkout my techies only SEO post (coming soon)
It all started when we decided that it’s time for SEO and Sumit sent me a book on SEO, he was buried deep in coding and I was done with the design so I took up SEO. Well it’s too early in the post but that’s where its place is, here goes the first learning

1. SEO should be well thought and planned even before the design, and then create a design to suit it. Never design first and then knit the SEO around it.

We made a big blunder by ignoring SEO at earlier stages in the website, if we had thought about it before the design we would be better than we currently are, but hey, that’s how you learn.

For a site like ours, we receive a lot of traffic from search engines and a major chunk from google, so optimizing the site becomes of prime importance to get more traffic, so I started off with SEO, it took some 15 days to optimize the major part of the website, i.e. the main pages and item pages and the results were really promising.

To get your hands wet on the internal details of optimizations, checkout my techies only SEO post (coming soon).

Here’s the outcome of the 15 days

1. 75% reduction in each web page’s size
2. 25% increase in CSS size
3. 50% decrease in JS size
4. A better design
5. HTML pages are so simple now that even a novice can understand what’s happening

Ok, the last point is what matters the most, ironic as it may seem but search engines are pure novices, because they can’t understand the nice smooth graphics or cool animations in flash. They just understand text, i.e. the page’s content and how it is organized.

Simple Example: Here are 4 variations of same text

Welcome, Prateek

Welcome, Prateek

Welcome, Prateek

Welcome, Prateek

Which one do you think is the best?

Well, there is no definite answer; it all depends on the keyword being searched for, suppose I search for Prateek then the chances of 3rd and 4th are better than 1st and 2nd because Prateek is written in bold. This is one example; there can be numerous such examples.

Also it depends a lot on the search engine algorithm; it may or may not give priority to bold text. But as far as I know google gives priority to different tags.

So something written in bulleted list carries more priority than something written simply under the body text.

2. Make sure your text is properly formatted and keep it as simple as possible, don’t keep anything except simple and plain tags in HTML, do all the fancy work in CSS

Another pain area in SEO is that these dumb search engines do not recognize javascript; they will simply ignore any script tag, so any fancy menus you design will completely be ignored, and it is not only the menu, it is your complete sitemap. Suppose you have a JS menu which is displayed across pages, the whole menu will be ignored and to the search engine, only your front page will be visible. This is another learning we had while doing SEO

3. Avoid JS as much as possible, specially in menus and make sure the base structure of your menu which spans across pages is in HTML

Once we were done with the optimizations we created a sitemap and submitted it to Google and yahoo. Doing this is very important because by doing this both these major search engines can cache your pages frequently, from what we have experienced Google caches our pages once every 3-4 days and this give us a lot of Google traffic. On Yahoo you have to manually resubmit the feed (sitemap) again and again whereas Google does it automatically whenever it feels like.

To know how to create and submit a sitemap checkout https://www.google.com/webmasters/tools/docs/en/sitemap-generator.html

4. After the optimizations create a xml sitemap and submit it to both Google and yahoo

Once we did the optimization and submitted the sitemap to Google we posted some quality content on the website and voila we are there on the first page of Google.

As an example I will consider the sukip item “Pune’s ‘king of good times’ - Avinash Bhosale”, this item was posted on May 27 by a very loyal sukip user, I happen to chat with her and ask her the reason she posted this item, the reply I got was a simple one stating “I just came across this thing on Times of India, liked it and posted it”, it was something related to cars.

This item has shown explosive growth in terms of search engine traffic since it was posted, the keyword we will use is avinash bhosale which is a very generic keyword considering the item.

May 27 – Item posted

May 29 – Google caches the item; page unknown (came to know thru the keyword “avinash bhosale sukip”)

May 31 – promotion to page3 of google

June 1 – Page2

June 5 – Page1

June 7 – 1st result (above www.abgroupindia.com which is the official site of his group, his identity on the internet)

June 8 – Still the 1st result

The progress of this item has been phenomenal mainly due to the fact that avinash bhosale was in the news for sometime and people have been searching for “avinash bhosale” a lot.

But the fact that this item is the 1st result on the keyword “avinash bhosale” even above www.abgroupindia.com, means the page http://www.sukip.com/Others/Punes_king_of_good_times_Avinash_Bhosale is nicely optimized and filled with quality content.

The last but not the least

5. Keep quality content on the website

The points outlined in this post are purely from a designer’s point of view and I’m sure if any techie reads this, he/she will be bored but take my word, these are the basics of SEO.

More to come soon in my techies’ only post for SEO

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Mysql is the most popular database system used with LAMP (Linux Apache Mysql PHP) architecture. Although as your database grows big, you need to optimize mysql for maximum performance. Here are 5 tips which we have learned while developing sukip and handling many data related issues with it.

1. Do your homework well

The very first thing you should do is turn on the MySQL slow query log and install mtop. This will give you access to information about the absolute worst offenders. Have a ten-second query ruining your web application? These guys will show you the query right off.

After you’ve identified the slow queries you should learn about the MySQL internal tools, like EXPLAIN, SHOW STATUS, and SHOW PROCESSLIST. These will tell you what resources are being spent where, and what side effects your queries are having, e.g., whether your heinous triple-join subselect query is sorting in memory or on disk. Of course, you should also be using your usual array of command-line profiling tools like top, procinfo, vmstat, etc. to get more general system performance information.

2. Schema Optimization

Before you even start writing queries you have to design a schema. Remember that the memory requirements for a table are going to be around (entries * size of a row). Unless you expect every person on the planet to register 2.8 trillion times on your website you do not in fact need to make your user_id column a BIGINT. Likewise, if a text field will always be a fixed length (e.g., a US zipcode, which always has a canonical representation of the form “XXXXX-XXXX”) then a VARCHAR declaration just adds a superfluous byte for every row.

Some people poo-poo database normalization, saying it produces unecessarily complex schema. However, proper normalization results in a minimization of redundant data. Fundamentally that means a smaller overall footprint at the cost of performance — the usual performance/memory tradeoff found everywhere in computer science. The best approach, IMO, is to normalize first and denormalize where performance demands it. Your schema will be more logical and you won’t be optimizing prematurely.

3. Partition your tables

Often you have a table in which only a few columns are accessed frequently. On a blog, for example, one might display entry titles in many places (e.g., a list of recent posts) but only ever display teasers or the full post bodies once on a given page. Horizontal vertical partitioning helps.

The above represents a situation where one is optimizing for reading. Frequently accessed data is kept in one table while infrequently accessed data is kept in another. Since the data is now partitioned the infrequently access data takes up less memory. You can also optimize for writing: frequently changed data can be kept in one table, while infrequently changed data can be kept in another. This allows more efficient caching since MySQL no longer needs to expire the cache for data which probably hasn’t changed.

4. Indexes

Often your choice of indices will make or break your database. For those who haven’t progressed this far in their database studies, an index is a sort of hash. If we issue the query SELECT * FROM users WHERE last_name = ‘Goldstein’ and last_name has no index then your DBMS must scan every row of the table and compare it to the string ‘Goldstein.’ An index is usually a B-tree (though there are other options) which speeds up this comparison considerably.

You should probably create indices for any field on which you are selecting, grouping, ordering, or joining. Obviously each index requires space proportional to the number of rows in your table, so too many indices winds up taking more memory. You also incur a performance hit on write operations, since every write now requires that the corresponding index be updated. There is a balance point which you can uncover by profiling your code. This varies from system to system and implementation to implementation.

5. SQL is not C

C is the canonical procedural programming language and the greatest pitfall for a programmer looking to show off his database is that he fails to realize that SQL is not procedural (nor is it functional or object-oriented, for that matter). Rather than thinking in terms of data and operations on data one must think of sets of data and relationships among those sets. This usually crops up with the improper use of a subquery: