Understanding the Bigger Online Marketing Picture
Before we focus on the specifics, let’s get oriented and see where landing page optimization fits within the following three key activities of online marketing:
- Acquisition Getting people to your website or landing page
- Conversion Persuading them to take the desired action(s)
- Retention Deepening the relationship with your website visitors and increasing their lifetime value
Each step feeds into the next. The efficiency of each online marketing activity can be viewed as a set of funnels like the one in Figure 1-1.
Figure 1-1: The activity funnel
Inefficient acquisition activities will limit ...
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