Also known as a Split Test, this is a randomized experiment comparing two versions of a single variable (e.g., two headlines) to determine which performs better.

ARR stands for Annual Recurring Revenue. It's the predictable revenue that a business can expect to receive over a year. (MRR x 12).

CAC stands for Customer Acquisition Cost. It's the total cost of sales and marketing efforts required to acquire a single new customer.

COGS stands for Cost of Goods Sold. It represents the direct costs attributable to the production or acquisition of the goods sold by a company.

The point at which a recipient of a marketing message performs a desired action (e.g., makes a purchase, provides an email).

CRO stands for Conversion Rate Optimization. It's the systematic process of increasing the percentage of website visitors who take a desired action.

CTA stands for Call to Action. It's an instruction to the audience designed to provoke an immediate response, usually using an imperative verb like "Get The Blueprint."

ESP stands for Email Service Provider. It's a company that offers email marketing services to send mass campaigns to a list of subscribers (e.g., MailerLite, ConvertKit).

A marketing model illustrating the theoretical customer journey. The stages are often abbreviated as TOFU (Top of Funnel) for awareness, MOFU (Middle of Funnel) for consideration, and BOFU (Bottom of Funnel) for conversion.

KPI stands for Key Performance Indicator. It's a specific, measurable value that indicates how effectively a business is achieving its key objectives. What gets measured gets managed.

A free item or service given away for the purpose of gathering contact details; for example, our "The Diagnostic" PDF.

LTV stands for Lifetime Value. It's a projection of the net profit attributed to the entire future relationship with a customer.

Gross Margin is revenue minus COGS. Net Margin is the final profit after all expenses have been deducted from revenue.

MRR stands for Monthly Recurring Revenue. It's the predictable revenue that a business can expect to receive on a monthly basis. A key metric for subscription models.

P&L stands for Profit & Loss Statement. It's a financial report that summarizes the revenues, costs, and expenses incurred during a specific period, showing the company's ability to generate profit.

A formal set of rules or procedures governing a specific process, such as client onboarding or error reporting.

ROI stands for Return on Investment. It's a performance measure used to evaluate the efficiency of an investment, calculated by dividing the net profit by the cost of the investment.

SEO stands for Search Engine Optimization. It's the process of improving the quality and quantity of website traffic from search engines' organic results.

SOP stands for Standard Operating Procedure. It's a document that details the exact steps required to complete a recurring task. Its purpose is to ensure consistency and eliminate guesswork.

A low-cost offer designed to convert a lead into a customer with minimal friction.

The sequence of tasks required to progress a piece of work from initiation to completion.