A marketing experiment where two variations of a landing page, ad, email or other piece of online content are pitted against each other to determine which produces the highest conversion rate. A/B tes [..]

A marketing experiment where two variations of a landing page, ad, email or other piece of online content are pitted against each other to determine which produces the highest conversion rate. A/B tes [..]

The top portion of a web page that’s visible without scrolling. Whatever content is above the fold is what your prospects will see when they arrive on your landing page. If it’s not relevant, they mig [..]

The all-important act of attracting qualified leads and converting them into paying customers. Acquisition is what conversion marketing is ultimately about. But it’s easier said than done.

The part of your ad whose job is to persuade people to click. Great ad copy starts the conversation that you’ll continue on your landing page.

Contained within a campaign, an Ad Group is a collection of one or more PPC ads that all target the same set of keywords. All PPC ads are required to be part of an Ad Group.

An invisible value that determines the position of your PPC ad on the search results page, including whether or not it’s displayed at all. Ad Rank is primarily determined by your bid amount and the ev [..]

The discipline of discovering relevant patterns and actionable insights in data. Analytics allow you to determine whether your marketing is actually working.

What your prospect feels when confronted with friction on your landing page or website. Anxiety occurs when your page poorly communicates your value proposition or creates doubt in the user’s mind.

What you need to earn from your prospects before you attempt to convert them. Every page element should capture and hold your prospect’s attention and direct them toward your conversion goal.