1. CRO
   1. Hierarchies
      1. Visual
         1. Color
            1. Accent colors to direct eye
         2. Size
         3. Font
            1. Always Sans-serif
            2. Size
            3. Headlines
            4. 32-40px
            5. Section Headers
            6. 20-24px
            7. Body/bullets
            8. 16px
      2. Informational
         1. Amount
            1. Too much
            2. Confusion
            3. Higher bounce rate
            4. Too little
            5. Irritation
            6. Higher bounce rate
            7. Right balance
            8. Found using information hierarchy
            9. Questions to ask
            10. Target audience: who are you communication with?
            11. Solution awareness levels determine "what" of content
            12. Relevance determines length
            13. Goal: What do you want them to do?
            14. Complexity/Effort/Risk = Threat
            15. Threat determines length
            16. Source: Where is the traffic coming from?
            17. Solution/Brand/Interest/Intent = Temperature
            18. Solution awareness
            19. Brand awareness
            20. Interest level of brand or solution
            21. Intent to take action
            22. Temperature determines goal
   2. Process
      1. Research
         1. Qualitative
            1. Heuristic analysis
            2. Surveys/user testing
            3. Funnel walkthrough
            4. Why is it happening?
         2. Quantitative
            1. Data analysis
            2. Scroll/Heat map analysis
            3. Technical analysis
            4. What's happening?
      2. Prioritization
         1. Just do it
         2. Need more research
         3. Test it
      3. Design
      4. Testing
2. Psychology/Persuasion
   1. Chemicals
      1. Dopamine
         1. Reward system
         2. Prime to maintain high dopamine levels
         3. Frame to increase dopamine levels
      2. Cortisol
         1. Stress or fight/flight
         2. Bad priming
         3. Bad framing
   2. Thinking modes
      1. Diffuse/unconscious
         1. Emotional
         2. 95% of your decision making process
      2. Focused/conscious
         1. Logical
         2. 5% of your decision making process
   3. Cognitive Biases
      1. Priming
         1. What to expect
         2. Message match
         3. Visual match
      2. Framing
         1. How it's perceived
         2. Copywriting
      3. WYSIATI
         1. What you see is all there is.
3. PPC
   1. Google Ads
      1. Search
         1. Target
            1. Intent
         2. Goal
            1. Harvest interest
      2. Youtube
         1. Target
            1. Intent
            2. ICP
         2. Goal
            1. Generate interst
      3. Display
         1. Target
            1. Behaviors
            2. ICP
            3. Demographics
         2. Goal
            1. Generate interest
   2. Facebook Ads
      1. Targeting
         1. ICP
            1. Core audience
            2. Shoulder audience
         2. Pixel
            1. Custom = segmented pixel
            2. Custom Look alike