Cost Per Lead

An approach to web-based marketing that emphasizes attracting people to your site, and its products and services, through informational content that is searched and shared.

This is in juxtaposition to paid marketing, which pays money to present ads and similar placements in order to draw people to your site. In an inbound marketing model, organic search traffic is the primary driver of traffic to many key pages.

Audience Segmentation is the process of breaking a large audience into smaller chunks, or segments. The purpose for this is to match products, services and messages with the audience that will be most receptive to it.

18-year-old men and 70-year-old women may not want the same services you offer, for example, but if they’re both in your customer base, you’d want to separate them so that you can send them information that will be relevant to them.

Some software tools and services will even boast individual segmentation levels, with audiences of one. This refers to content that is delivered to users based on their past web behavior, so that what one person sees is unique to them.

Originally, Above the Fold referred to print newspapers, and described everything on the top half of the front page.

In website design, Above the Fold refers to any elements that are visible at the top of a webpage, usually the site’s homepage, without having to scroll down.

Optimizing the design of your homepage above the fold can be important to make a good first impression and clarify the intent of your website for the user. However, on some mobile-first or app-based sites, other considerations present themselves, since scrolling for the majority of a page’s content is more expected on these platforms.