Topic
Measurement
What to count after a page is live, and how to compare two versions without fooling yourself.
Traffic is not a result. A landing page is doing its work when the right people complete the form and the follow-up team recognizes the offer they were promised. This topic is about the small set of counts that show that, and about the way a headline test lies when the audience changes underneath it.
Read the measurement article before you add a stack of tags. Read the headline-test article before you declare a winner from a weekend of uneven clicks. Both pieces assume you can see page views and completed submissions for a single page, which is the grain that matters. Blended numbers across every campaign hide the page that needs a rewrite.
What we leave out
We do not teach tactics for inflating clicks, hiding a form until a timer ends, or counting accidental taps as intent. A number you cannot explain to the person who has to return the inquiry is not a number worth optimizing.
What to count after a page goes live
A handful of counts, read per page, will tell you more than a dashboard full of blended traffic.
1043 wordsCompare two headlines without fooling yourself
A headline test is only real when the audience, the offer, and the form stay still while the headline changes.