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Lastly, whitespace is also a design tool that is useful to draw the attention of visitors to spec...

By consistency, we mean how all the elements of a campaign work together. Ideally, these elements...

We will next cover principles for conversion-centered design proposed by Unbounce. The main idea ...

Conversion Optimization Based on this week’s chapter, optimize the landing page located ...

Once a firm has identified what goal visitors are supposed to achieve, it can use visual elements...

Building structure for clarity is all about making sure the message of a page gets across clearly...

Ensuring consistency can be supported by practicing message and design matching. Message matchin...

In an age where fake news is rampant, almost half of Amazon reviews are unreliable (AdAge), and w...

Congruence is particularly relevant when designing landing pages, but its driving principles can ...

Ensuring that a persona achieves its macro conversion (e.g., making a sale) entails having well d...

Overview In this chapter, we cover what conversion is and how to optimize webpages to convert be...

InterAction is about encouraging positive interactions on a website and social media. Positive in...

There are many, many ways to get leads. Generally speaking, any marketing activity that leads con...

Lead scoring is an approach to ranking leads based on their value to a firm, which supports marke...

Once a firm has acquired leads and qualified them (i.e., as MQLs), it enters a process of lead nu...

Ideally, acquiring a lead’s email address should start a sequence of planned emails and other mar...

The information should be well hierarchized, with the main message and the call to action associa...

  You are Paperlike, a company that specializes in an iPad screen protector that rep...

Overview In this chapter, we cover the basics of lead generation and lead nurturing activities. ...

As we have briefly covered, the RACE framework helps our content strategy by informing the type o...