Digital Marketing & CRO
How to Get Conversion Rate Optimization Right
Systematically improving the proportion of visitors who complete a desired action, using research and controlled testing. Key takeaways Inputs: analytics, sessi...
Samir Haddad
Technical SEO and measurement. Writes about crawling, indexing, Core Web Vitals and the difference between a figure and a guess.
313 articles
Digital Marketing & CRO
A Practical Guide to Landing Page Testing
Running controlled experiments on the pages that receive campaign traffic. Key takeaways Requirement: one page, one audience, one action Message match: the page...
Digital Marketing & CRO
A Practical Guide to Analytics Event Design
Deciding what user actions to record, what to call them, and what data to attach. Key takeaways Naming: a documented, consistent convention Parameters: the cont...
Digital Marketing & CRO
Attribution Modeling: The Decisions That Matter
Deciding how credit for a conversion is divided between the touchpoints that preceded it. Key takeaways Models: last click, first click, linear, time decay, pos...
Digital Marketing & CRO
Paid Search Fundamentals: What Actually Works
Buying advertising against search queries, where the auction, the query match and the landing page all affect what you pay. Key takeaways Auction: position and...
Digital Marketing & CRO
Email Marketing Compliance, Done Properly
Sending marketing email within the consent, identification and unsubscribe rules that apply. Key takeaways UK and EU: consent generally required for marketing e...
Digital Marketing & CRO
Email Deliverability: What Actually Works
Getting email into inboxes rather than spam folders or nowhere at all. Key takeaways SPF: declares which servers may send for a domain DKIM: cryptographically s...
Digital Marketing & CRO
A Practical Guide to Marketing Automation
Triggered sequences that respond to what a person does rather than to a calendar. Key takeaways Triggers: behavior, dates or attribute changes Exit conditions:...
Digital Marketing & CRO
A Practical Guide to Social Media Strategy
Deciding which platforms a business uses, for what purpose, and what it will actually publish. Key takeaways Reach: organic reach is determined by platform algo...
Digital Marketing & CRO
How to Get Paid Social Advertising Right
Buying placements in social feeds, where targeting, creative and the landing experience all interact. Key takeaways Targeting: audience based rather than query...
Digital Marketing & CRO
Lead Generation and Qualification: What Actually Works
Capturing inquiries and deciding which of them are worth a salesperson's time. Key takeaways Trade-off: more form fields means fewer, better qualified lead...
Digital Marketing & CRO
A Practical Guide to Consent Management and Privacy
Obtaining, recording and honoring consent for tracking and marketing, and giving people control over it. Key takeaways Requirement: non-essential cookies and si...
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