There’s a reason marketers talk about the best headlines and calls to action more than anything else. It’s because the best headlines and CTAs contribute more heavily to conversions than most entrepreneurs think. Think about how people used to — and still do, in some cases — browse magazine racks.…

A marketing case study allows you to illustrate and explain how you achieved enormous success in a specific situation. For instance, last year, Jacob McMillen wrote about how Pronto used Crazy Egg to increase leads by 24 percent. That’s a big number. It’s not a full case study, but it…

What is a target audience? And why does your specific target audience matter? That’s what we’re going to cover today. When you’re in business, you serve a specific segment of the population. Too often, when an entrepreneur gets asked who the target audience is, they answer, “Everyone.” That’s almost never…

Do you know what a customer journey is and why you need one? A customer journey is a story about understanding your users, how they behave while they visit your website, and what you can do to improve their trip, so they keep coming back. Nowadays all we seem to…