The author's latest articles: Iryna Voitovych

In marketing, analytical data helps answer questions such as: why has conversion fallen, which channels bring quality traffic, and which customer segments are profitable in the current business.

A proper assessment provides insight not only into how many users have opened the application, but also into how well the product is performing in terms of business objectives.

The main purpose of a reference is to show direction. That is, style, composition, color scheme, tone of message, or desired interface behavior.

Your website is no longer just a showcase, but one of the main channels for sales, communication, and brand positioning.

A community manager is responsible for building, developing, and maintaining a community around a brand, product, or project.

Customer Development (CustDev or “castdev”) is an approach to product development that focuses on testing business hypotheses through direct communication with potential customers.

UTM tags are special parameters that are added to a regular sitelink after a question mark.

Trust is a set of signals that show search engines and users how trustworthy a particular site is.

A proper checklist does not describe general principles or strategy, but provides specific steps, completion criteria, and, if necessary, responsibility for implementation.

When user attention is limited, competition for each click increases, and the cost of customer acquisition rises, the way information is presented often matters more than the product itself.

Practice shows that content shared by employees generates higher engagement and better conversions compared to posts from official brand accounts.

Search Generative Experience (SGE) is Google's approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries.