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Women make up more than half the global population, but hold fewer than a third of the world’s engineering jobs. In the U.S., female students comprise fewer than 15 percent of all Advanced Placement computer science test takers. Even in high-tech Israel, few girls choose computer science. Not only is this a loss to companies like Google and everyone who benefits from a continually developing web; it’s also a lost opportunity for girls.
Beginning in 2008, a group of female engineers at Google in Israel decided to tackle this problem. We established the “Mind the Gap!” program, aimed at encouraging girls to pursue math, science and technology education. In collaboration with the Israeli National Center for Computer Science Teachers, we began organizing monthly school visits for different groups of girls to the Google office and annual tech conferences at local universities and institutes. The girls learn about computer science and technology and get excited about its applications, as well as have a chance to talk with female engineers in an informal setting and see what the working environment is like for them.
Since we started this program over three years ago, we’ve hosted more than 1,100 teenage girls at our office, and an additional 1,400 girls at three annual conferences held in leading universities. These 2,500 students represent 100 schools from all sectors and from all over the country: Tel Aviv, Haifa, Tira, Beer-Sheva, Jerusalem, Nazareth and more; what they have in common is the potential to become great computer scientists.
The results are encouraging. For instance, some 40 percent of the girls who participated in last year’s conference later chose computer science as a high school major.
We encourage people in other countries, at other companies and in other scientific disciplines to see how they could replicate this program. You can read more at the project site. Currently, we are working with the Google in Education group to expand the program to more offices globally and get even more young women excited about computer science. The difference we can make is real: At one of our first visits three years ago, we met a 10th grade student named Keren who enjoyed math but had never considered computer science as a high school major. Last month, Keren informed us that the visit made such an impact on her, she decided to change her major to computer science. “Talking to women in the field helped me change my mind,” she said.
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Many of the tasks we’ve traditionally undertaken have been moving over to mobile over the past few years thanks to devices like the iPhone that have shifted our expectations.
Email usage is one of those tasks, with email marketing company Campaign Monitor revealing some interesting patterns from the last two years of data it has collected from — and here’s a sample size for you — over 2 billion recipients.
The percentage of emails opened on a mobile device has risen from just 4% in May 2009 to 20% in May 2011 while desktop client usage has declined by 11%. Webmail has shown the least change over two years, with a 4% decline.
As one might expect, among mobile devices the iPhone is leading the pack with a whopping 71.98% lead. The iPad actually appears next at 14.95% before other smartphones such as Android, which makes up 8.24% of the mobile email use.
One of the points that David Greiner, co-founder of Campaign Monitor, makes is that CSS support on mobile devices is generally far superior to support in desktop clients. If these trends continue and clients with CSS support become the norm we could be moving toward a golden age for email design, like the one we’ve seen on the web this year as HTML5 and CSS3 support has become more widespread.
Posted by Trevor Claiborne, Website Optimizer team
Since 1965, Universal Technical Institute has helped automotive enthusiasts turn their passions into careers. Offering programs in Automotive, Diesel, Collision, and Motorcycle Repair, as well as courses to become a Marine or NASCAR technician, UTI has trained more than 140,000 professionals in the automotive industry. Today, UTI operates 11 campuses, and currently has more than 15,000 students that are working with their hands to learn career skills that will last a lifetime.
The Goal: Improve Conversion Rates Through Website Optimization
UTI has been an AdWords advertiser since 2004. After years of fine-tuning their search campaigns, and successful investments in Display, Mobile, and YouTube, UTI was looking for their next big avenue of growth. After doing some research – they realized the opportunity was right in front of them, on their own site! With the help of Website Optimizer, UTI tested different calls-to-action, images, videos, buttons, and button placements. After many different landing page combinations, they ultimately settled on a winner.
The Results: A Great-looking Landing Page and a 300% Increase in Conversion Rate
UTI’s new landing page was a dramatic departure from their previous landing page. Most notable is their use of “gradual engagement” – asking for user’s information in several steps rather than showing an intimidating 15-field sign-up form.
Original landing page (click to see full size)
“Prospective Students responded extremely well to our new landing pages,” said Loring Kohrt, Online Marketing Manager for UTI, “not only did we triple our conversion rate, we reduced our exit rate and saw a boost in site engagement metrics across the board.”
More Good News: The Effect on Advertising
The jump in conversion volume was substantial and immediate, but UTI didn’t stop there. Realizing that their increased conversion rates had dramatically lowered their cost-per-lead, UTI decided that they had room to bid much more aggressively on Google’s Search and Display Networks. By doing so, they increased their average position, and brought in eight times the conversions at about half the CPA!
Improving conversion rate amplified all other marketing activities
Reflecting on his experience, Mr. Kohrt said “We are tremendously happy with the results of our redesign. We were able to dramatically improve the profitability of our advertising, increase our enrollments, and deliver a better experience to potential students.”
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