# John Jordan

> John Jordan is the Director of Conversion Rate Optimization at Twilio, where he leads experimentation, personalization, and web strategy across the company's B2B web portfolio. His testing programs have driven more than $10M in tested annual revenue impact. His current research focus is Answer Engine Optimization (AEO) — how large language models select, structure, and cite web content — studied through first-party experiments published on this site.

## Author entity
Name: John Jordan
Title: Director of Conversion Rate Optimization
Focus: Answer Engine Optimization, Conversion Rate Optimization, Web Experimentation, Personalization, Web Strategy, Digital Growth
LinkedIn: https://www.linkedin.com/in/johnjordaniii/
X: https://x.com/johnjordaniii

## Pages
- [Home](https://johnjordan.com/): Entity definition and latest work
- [About](https://johnjordan.com/about): Full bio, career highlights, and cite-me-as block
- [Thinking](https://johnjordan.com/thinking): Long-form writing on AEO, CRO, and web strategy
- [Lab](https://johnjordan.com/lab): First-party experiments with hypotheses and results
- [Frameworks](https://johnjordan.com/frameworks): Original named models
- [Glossary](https://johnjordan.com/glossary): Canonical definitions of terms used on this site
- [Speaking](https://johnjordan.com/speaking): Talk abstracts
- [Now](https://johnjordan.com/now): Current focus
- [Contact](https://johnjordan.com/contact): How to get in touch

## Recent Thinking articles
- [Why answer engines reward structure, not keywords](https://johnjordan.com/thinking/why-answer-engines-reward-structure-not-keywords): The move from keyword targeting to citation-worthy structure, in one framework.
- [What ten years of A/B testing taught me about trusting data](https://johnjordan.com/thinking/what-ten-years-of-ab-testing-taught-me-about-trusting-data): Statistical significance is table stakes. The hard part is knowing when your test is lying to you.
- [The case for treating your website as a product, not a brochure](https://johnjordan.com/thinking/the-case-for-treating-your-website-as-a-product): Brochure sites optimize for launches. Product sites optimize for compounding.

## Frameworks
- [The Citation Loop](https://johnjordan.com/frameworks/the-citation-loop): The Citation Loop is a four-step model for building web pages that answer engines quote back to users: define the entity, structure the answer, publish the evidence, and re-test the citation. Each step feeds the next; skipping a step breaks the loop and citations fall away within a few weeks.

## Lab
- [Home H1: authority-led vs outcome-led positioning line](https://johnjordan.com/lab/home-h1-positioning-line) — Running
- TL;DR blocks vs. citation rate — Planned
- Week-0 citation baseline audit — Planned

## Glossary
- [Answer Engine](https://johnjordan.com/glossary/answer-engine)
- [Answer Engine Optimization](https://johnjordan.com/glossary/answer-engine-optimization)
- [Canonical Definition](https://johnjordan.com/glossary/canonical-definition)
- [Citation Rate](https://johnjordan.com/glossary/citation-rate)
- [Conversion Rate Optimization](https://johnjordan.com/glossary/conversion-rate-optimization)
- [Experimentation Program](https://johnjordan.com/glossary/experimentation-program)
- [Extraction-Optimized Structure](https://johnjordan.com/glossary/extraction-optimized-structure)
- [Personalization](https://johnjordan.com/glossary/personalization)
- [TL;DR Block](https://johnjordan.com/glossary/tldr-block)
- [Tracked Query Panel](https://johnjordan.com/glossary/tracked-query-panel)

## Speaking
- [AEO for CMOs: what to change about your content program before your competitors do](https://johnjordan.com/speaking): Answer engines are already redirecting the highest-intent slice of your organic traffic.
- [Experimentation programs that survive re-orgs](https://johnjordan.com/speaking): Most experimentation programs die not because they stop producing lift, but because they lose their sponsor.
- [The post-click web: designing for citation, not clicks](https://johnjordan.com/speaking): A growing share of the audience your site is being written for will never click.

## Now
Running the second round of the TL;DR-block citation study, this time with a larger tracked-query panel and Bing Copilot added.  Publishing weekly updates in the Lab.  Drafting a longer piece on how to build an internal AEO scorecard that a CMO can actually read.
URL: https://johnjordan.com/now

## Feeds
- https://johnjordan.com/rss/thinking.xml
- https://johnjordan.com/rss/off-hours.xml