Lead Generation

Lead Generation

Lead generation involves generating consumer interest in a product or business service with the goal of turning that interest into a sale. This typically involves collecting a visitor’s contact information (called a “lead”) via a web form or other means. The lead generation process has two main aspects: Content, webinars, and landing pages can all […]

Conversion Rate Optimisation [CRO]

Conversion Rate Optimisation

Conversion rate optimisation (CRO) is the process of improving the overall percentage of conversions from a website or mobile app. CRO usually incorporates ideas to enhance and validate specific hypotheses through A/B testing and other methods. CRO is necessary because it allows businesses to lower their cost per customer acquisition (CPA) by obtaining more value […]



A conversion occurs when a user completes a predetermined action on your site. Contrary to popular belief, conversions do not have to be tied to monetary goals. Typical examples can include when a user completes an order and lands on the “thank you” page, clicks a button, submits a lead generation form, spends a particular […]

Call to Action [CTA]

Call to action

A call to action (or CTA) is a message on a website that tells the user to take a specified action. A call to action is usually written as a command or action phrase, such as ‘Subscribe’ or ‘Buy Now’, and generally takes the form of a button or text hyperlink. The intention behind a […]

A/B Testing

a/b testing

A/B testing (or split testing) involves comparing two versions of a page to determine which performs better. It is effectively an experiment in which two or more versions of a page are shown to users at random, and statistical analysis is used to calculate which variation functions better for a specific conversion goal. A change […]

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