Customer Journey

Hick’s Law is a psychological principle that, in a marketing and web design context, relates to the number of options presented to a user. The more options a user is given, the longer it will take them to make a decision. Therefore, best practices in web design, for instance, include minimizing clutter and non-essential options from major pages, in order to focus user attention on those items you consider most important.

Pain points are sources of frustration with potential customers that a company should try to solve through their products or services. Figuring out what your audience’s main pain points are that your brand is in a position to improve can be a gigantic step toward crafting a company’s messaging.

Urchin Tracking Modules (UTMs) are additions to a web page URL that provide specific information to marketers, such as what site the user came from and what marketing campaign the visit should be attributed to.

These are useful in tracking ads to determine metrics like return on investment (ROI).