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.
Answer: A/B Testing
The discipline of creating and sharing editorial content that serves a business objective, such as attracting prospects, establishing credibility or converting customers.
Answer: Content Marketing
The “lean startup” term for using conversion marketing tactics like content marketing, A/B testing and analytics to grow a company quickly and efficiently.
Answer: Growth Hacking
The percentage of people who arrive on your website or landing page and leave without viewing any additional pages.
Answer: Bounce Rate
The psychological resistance that your visitors experience when trying to complete an action. This conversion killer is usually caused by unclear messaging, lack of information or poor layout.
Answer: Friction
A permission-based marketing approach that focuses on attracting leads through useful content, engagement and optimization.
Answer: Inbound Marketing
A model describing the various stages of a prospect’s journey from the first interaction with your brand to the ultimate goal: conversion.
Answer: Marketing Funnel
A tentative assumption made in order to draw out and test its consequences. It often takes the form of, “I think that changing this into that will have a positive impact on conversions.”
Answer: Test Hypothesis
A component of Google AdWords shrouded in mystery. A high ________ ____ means that your ads, keywords and landing pages appear relevant to one another, to what a customer is searching for and, most importantly, to Google.
Answer: Quality Score
The discipline of testing multiple combinations of page elements simultaneously to identify which combination yields the highest conversion rate.
Answer: Multivariate Testing
A permission-based marketing channel that can help nurture large numbers of leads into customers over time.
Answer: Email Marketing
The percentage of people who complete your campaign goal. If your _______ ____ is low, it’s time to optimize your landing page or website.
Answer: Conversion Rate