Your landing page is losing money to bad headlines
Most landing page testing starts with the button. One headline rewrite doubled a B2B conversion rate in two weeks, with the same traffic and design.
01 Thinking
Essays and notes
Growth, measurement, systems and AI. Each piece shows the working and states its limits.
What stays
Platforms, algorithms and AI change. Judgement, curiosity, measurement and an understanding of people compound.
Server-side tracking, without the hype
What moving tags to a server fixes, what it does not, and the questions to ask before you start.
Marketing that survives a finance meeting
Three questions a finance lead will ask about your marketing numbers, and how to answer them before they do.
What a holdout test says about your search budget
Last-click credited branded search with most of the revenue. A simple holdout told a different story. The arithmetic, and where the method breaks.
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