Conversion

A Buyer Persona, or Customer Persona, is a hypothetical customer of your brand that is representative of a specific type of customer that your product or service appeals to. In creating a fictionalized version of these ideal customers, it allows companies to create ads and other content that is specifically targeted at these persona types, and is thus more likely to perform well.

Brand Positioning refers to the specific value your product or service brings to a client or customer. Companies will attempt to create unique brand positioning to differentiate themselves from their competition.

An example might be positioning your car company as an elite, high-class brand, naturally targeted to more affluent customers, or a reliable, low-budget option, which would bring different customers and marketing considerations with it.

An analytical tool that monitors traffic to your website and produces a color-coded “heat” map of user behavior on a site. Areas that are scrolled and clicked more will show up as hotter than others.

This allows you to see how people interact with your site design, and make iterative improvements that generate more engagement with important site elements.