Demystify Digital Marketing: A Comprehensive Glossary from A to Z for CRO experts.

Enhance your Conversion Rate Optimization (CRO) expertise with our comprehensive A-to-Z glossary of digital marketing terms. Gain a deeper understanding of CRO concepts to optimize your website for higher conversions and business success.

a b c d e f g H i j k l m n o p q r s t u v w x y z

A

Average order value (AOV)

The average amount spent by a customer during a single transaction.

App personalization

The process of customizing a mobile app to give users a unique experience that matches their search preference

Audience Segmentation

The process of dividing a website’s visitors into different groups based on shared characteristics

Anchor text is the visible, clickable text in a hyperlink and used to provide context.

Account-based marketing

An approach to marketing that focuses on targeting specific accounts with personalized campaigns.

Alt text is an HTML element that allows website creators to provide a text description of an image.

A method of website optimization where two or more versions of a page are tested against each other to determi

A term used to describe the area of a web page that is visible without scrolling.

The process of collecting, analyzing, and reporting data to better understand website performance.

B

The process of creating and maintaining a unique identity for a product, service, or company.

A navigation system used to show the user's current page and the path they have followed to get there.

The total amount of data that can be transferred over a given time period.

The practice of saving a webpage in a browser for easy access.

Blue-green deployment

Practice that involves creating two identical production environments, usually referred to as blue and green.

A strategic website page used to maximize lead generation, brand recognition, and customer engagement.

A metric used to measure the percentage of users who leave a website after viewing only one page.

The area of a web page located below the scrollbar and which requires users to scroll down to see content.

Links from other websites that point to a page on your website.

C

Customer journey mapping

The process of understanding and visualizing the steps customers take in their relationship with a brand.

Customer data platform

A technology platform that helps businesses collect, store, manage and leverage customer data for conversions.

Cost per click (CPC)

The cost that a business pays for each click on an ad.

Conversion Rate Optimization (CRO)

The process of optimizing a website to increase the rate at which visitors convert into leads or customers.

Cost per acquisition (CPA)

The cost associated with acquiring a customer or lead.

Content Optimization

The process of optimizing content to ensure it is relevant and engaging for website visitors.

Conversion Rate

The percentage of visitors who take a desired action on a website.

Content hub software

A platform that allows businesses to manage, distribute, and measure the performance of their digital content.

A Central repository of content assets, such as blogs, videos, and images used to increase website engagement.

Content calendar

A tool used to plan, organize, and schedule content such as blog posts, emails etc. in an organized manner.

A method of software testing that releases a new version of a product to a subset of users before a full-scale

Call to Action (CTA)

CTA is a response that shows on a website and directs the visitor to take a particular action.

Click-Through Rate (CTR)

The ratio of clicks to the total number of impressions, usually expressed as a percentage.

A method of storing website data so that it can be quickly retrieved without having to regenerate it.

A temporary storage location for frequently accessed data that is used to speed up the delivery of content.

D

Visitors who type the website address or click on a bookmark, rather than clicking on a link from another site

Digital Web Strategy

A detailed plan to use digital services that will boost website traffic, lead creation, and client service.

Digital ecosystem

Vast network of bound internet services, platforms, and goods that join to enable and provide value to clients

Digital content management

The process of creating, managing, and delivering digital content across multiple platforms.

Digital content delivery platform

A system for delivering digital content, such as web pages, video, audio, text, and images, to end users.

Digital content

Refers to any content that exists in a digital format, including audio, video, images, and any other types.

A domain is a web address that is used to identify a particular website or online service.

The practice of linking to pages other than the homepage of a website.

Digital asset management

The process of organizing and storing digital media assets, to ensure easy access and quick retrieval.

A content management system that separates the content management interface and the content delivery interface

DNS (Domain Name System)

A system used to convert domain names into IP addresses.

E

Experiential marketing

A type of marketing that focuses on creating memorable experiences and direct interactions with consumers.

Experience optimization

The process of using data to improve the customer’s interaction with a website, app, or other digital product.

Experience analytics

An analytical process used to track and measure the user experience on websites and other digital platforms.

Email marketing

Marketing that involves sending promotional and/or transactional messages to a segmented list of recipients.

Enterprise commerce

Enterprise commerce is the buying and selling of products and services on a large scale.

Online business transactions for buying and selling products and services.

F

A process of guiding website visitors to a desired action, such as a purchase or sign-up.‍

Functional Testing

A method used to check an app or website is operating properly and in line with its functional requirements.

The portion of a webpage visible in a browser window without scrolling.

Fetch as Google

A tool offered by Google Search Console to allow webmasters to crawl and index their websites.

Software development technique that allows developers to deploy code with certain features enabled or disabled

Method of testing software or web applications to ensure that they are functioning correctly with all features

G

Google Ads is Google’s online advertising platform. It allows businesses to create, manage, and optimize ads across the web.

Growth hacking

Growth hacking is the process of rapidly testing and iterating marketing strategies to maximize a business's growth potential.

H

Hits to Conversion Ratio

The ratio of hits to conversions on a website, which is used to measure the effectiveness of a website’s marke

A keyword or phrase used on social media to categorize the content.

Human-Friendly URLs

URL addresses that are simple to write in or remember, making them simple to share with others.

The title and description of a webpage that appears in search engine results.

Hyper-personalization

The process of tailoring content, products, and services to a customer's individual needs, and preferences.

A clickable link that redirects visitors to another web page.

The main title of a webpage that is used to grab the attention of visitors.

A markup language used to create web pages.

An illustration of how users interact with a website that reveals where visitors click and how far they scroll

HTML elements that are used to convey structure and meaning to web pages.

CMS offers an API-based way to deliver content on a website, giving the content's design more flexibility.

I

Influencer Marketing

A type of marketing that involves leveraging the influence of popular people to promote a product or service.

Image optimization

The process of reducing the file size of images to improve loading times.

Inbound Marketing

A strategy focused on getting people to come to your website organically.

A web page used by search engines to spider and index a website.

A unique numerical code that identifies each computer connected to the internet.

Inbound Linking

The practice of other websites linking to your website.

The process of adding web pages to search engine databases for them to be discovered and ranked.

The practice of linking to other internal web pages within your website.

J

A page designed to direct visitors to the most relevant page on a website.

Journey Mapping

a process used to identify and visualize customer touchpoints.

non-human website traffic generated by bots or automated scripts.

The percentage of users who navigate away from a page without viewing any other pages.

A term used to describe the variation in response time between web pages.

K

KPI (Key Performance Indicator)

A metric used to measure the success of a website or online campaign.

A metric used to measure how quickly a website is growing in terms of visits or leads.

Keyword Density

The relative frequency of a keyword or phrase appearing on a web page, usually expressed as a percentage.

Killer Content

Content that is highly engaging and persuasive and designed to drive action from audience members.

L

Longer and more precise than regular keywords, these are often used to target markets with little competition.

A type of SEO that is focused on improving a website's visibility for local searches.

Lean Hypothesis Testing

Refining a product or service for testing new methods and collecting user input so as to come up with solution

The power that a website gains from incoming links from other websites.

A process used to increase the visibility and ranking of a website in search engine results.

Lead generation

The process of identifying and engaging with potential customers in order to build a database of leads.

A method used to find contact info from target customers who have shown an interest in the goods or services.

A page on a website that is created specifically to serve as a target for traffic from an external source.

M

Multivariate testing

This is a method of testing that uses multiple variables to measure the impact of changes on user behavior.

Marketing Technology Stack

A set of tools, devices, & platforms used to gather, execute off, and assess marketing efforts for better ROI

Marketing strategy

A plan for promoting a good or service that entails the right target markets with the right marketing mix.

Marketing Automation

Automation of marketing tasks and procedures, such as email campaigns, sales forecasting, and lead generation.

A set of words that describe the content of a webpage, used by search engine crawlers to index the page. ‍

Meta description

A brief description of a webpage that is visible in search engine results.

HTML tags that provide information about a website for search engine crawlers.

N

Navigational Queries

Search queries designed to help users find a specific website or page.‍

Number of Leads

The total number of contacts or prospects generated from a website or marketing campaign.

The total amount of money generated from a sale after accounting for all costs associated with the product.

A user who visits a website for the first time. ‍

A meta tag that tells search engine bots not to index a page and thus, not to show it in search results.

The organic search results that appear on a search engine results page (SERP) as opposed to paid search result

O

Organic Ranking

Ranking high on search engine results in pages for relevant keywords without paid promotion.‍

Offer Optimization

A method used to boost an offer's performance on a website through testing, evaluation, and improvement.

A method of building relationship and leveraging them to drive website traffic, leads, and personalization.

It is the optimization of individual web pages to improve their ranking in search engine results.

On-page optimization

Optimizing content and links on the website to improve search engine rankings.

Techniques used to increase the ranking of a website in search engine results pages (SERPs) from other sites.

Off-page optimization

Optimizing content and links on other websites to improve search engine rankings.

Outbound marketing

The process of actively promoting content and services to potential customers.

The process of making improvements to a website to increase its performance, visibility, and user experience.

Organic Lead Generation

A marketing strategy that uses content to attract potential customers to a business website without paid ads.

Organic Traffic

Website traffic from unpaid, natural search engine results.

Omnichannel Marketing

An integrated marketing strategy that uses various channels to reach customers.

P

The total amount of money allocated for a PPC campaign.

Page Description

A short blurb that appears in search engine results in pages and explains what the webpage is about.

PPC Conversion Rate

The rate at which visitors click on a PPC ad and complete a desired action.

Performance Optimization

The process of optimizing a website to improve its speed and loading time.

Ads that appear on a webpage in the form of a popup window.

A metric developed by Google that measures the importance of a webpage on a scale of 0-10.

PPC Optimization

The process of optimizing a PPC campaign for a higher click-through rate and a lower cost per click.

Personalization

The process of tailoring the user experience of a website to an individual user, based on their behavior.

Pay Per Click (PPC)

A type of online advertising where the advertiser pays for each click on their ad.

A metric developed by Moz that measures the strength of a webpage on a scale of 0-100.

Q

A process used to test the quality and functionality of a website before it is released to the public.

A process used to isolate a website from being accessed by users in order to prevent malicious activity.

Query Expansion

A technique used to expand query terms to increase the chances of a user finding relevant content.

Query Optimization

A process used to improve the speed and performance of a website's database queries.

Quantitative Analysis

A type of analysis used to measure the performance of a website by tracking specific metrics.

The part of a URL that contains parameters and values used to pass data between a website and a web server.

Analysis of the keywords, landing page, or other key aspects of an advertisement for relevance and quality.

A type of barcode used to store information consisting of a URL, when scanned, directs users to the website.

R

Revenue per Visitor

A metric that measures the average revenue generated from a single website visitor.‍

Responsive Design

An approach to website design that ensures a website looks good on any device.

Feature that allows a website to customize the look and feel of the website based on the user's preferences.

A process by which users are sent to a different page than the one they originally requested.

Referral Traffic

Traffic from websites and sources outside the website itself.

Return on Investment (ROI)

A measure of the profitability of a website, expressed as a ratio of gain to cost.

A file used to provide instructions to search engine crawlers.

A marketing strategy that involves targeting users who have already visited a website with relevant ads.

S

A landing page used to capture leads by offering a free incentive in exchange for contact information.

Strategic data management

The practice of collecting, organizing, and utilizing data to drive strategic business decisions.

The process of taking potential customers from awareness to conversion.

A piece of content, such as a search box or newsletter signup form, that appears in the sidebar of a website.

Google tool that allows site owners to stay in track and manage the status of their site in the search results

A process of systematically reviewing a website to identify potential issues or opportunities for improvement.

Code added to a website to provide search engines with more information about the content.

The number of people searching for a particular keyword or phrase.

A page on a website that lists all the other pages with links to them.

SEO Copywriting

Writing content for a website that is optimized for search engines.‍

A method of testing in which two or more versions of a web page are compared to determine which one is better

Shopping cart abandonment

The process of a user leaving an online shopping cart without completing their purchase.

Server log files

Files containing data about website’s visitors, including pages they viewed and how long they stayed on site.

How quickly a website loads in a browser.

How a website is organized and structured including hierarchy and architecture of pages, links, and navigation

Server-side testing

The process of testing a website or application by running tests on the server, rather than on the client-side

Search Engine Marketing (SEM)

A form of online marketing focused on increasing visibility in unpaid, organic search engine results.

Search Engine Optimization (SEO)

The process of optimizing a website to increase visibility in search engine results pages.

T

Small images used to represent content on a website.

Type of Error 1

A 404 Error is an HTTP status code that indicates that the requested web page or resource could not be found.

A type of website visitor who enters a URL they know into a search engine.

Trunk-based development

A method of devops that use a clear focal branch for all updates that are regularly merged via code review.

The process of directing visitors through a website in order to maximize conversion rate.

A code used to track website data and analyze performance metrics.

Testing in Production

The process of testing a software product in production environment before making it available to the public.

A set of conditions that must be met in order for an action to be taken.

The process of optimizing a website for better visibility and performance on search engines.

The process of targeting specific audiences with tailored content, ads, or messaging.

A tool used to manage and execute tags, or snippets of code, on a website.

The process of monitoring and analyzing website data to assess its performance.

The number of visitors to a website, typically measured by the number of visitors, page views, or hits.

U

User journey map

The user's path through a website or product, showing how the user interacts with various features and content

The path that a user takes through a website or application in order to complete a task or achieve a goal.

A visitor to a website who has not been counted before.

URL (Uniform Resource Locator)

A web address used to identify a specific page.

Usability Testing

A process used to measure how easy it is for users to navigate, understand, and use a website or application.

Unique Selling Point (USP)

A feature or characteristic that sets a particular product or service apart from its competitors.

UX (User Experience)

The overall experience a user has while using a website.

The amount of time a website or server is available and functioning.

V

Viewable Impression

A metric used to measure the number of online ads seen by people in a given period of time.

Visitor Conversion

The rate at which visitors to a website take a desired action.‍

Visitor Retention

The ability of a website to keep visitors coming back.

Value Proposition

A message that describes why a customer should buy a product or service from a particular company.

A metric that shows the numbers, but does not provide information on how it affects the success of a website.

W

Website accessibility

Ensuring that a website can be used by people with disabilities or impairments.

Website performance

How fast a website loads and how well it functions for its users.

Website Security

Measures taken to protect a website from malicious attacks, such as malware and hackers.

Website Personalization

Customizing a website experience based on an individual user’s behavior, preferences, and characteristics.

Website Optimization

The procedure of refining and raising a site's ranking in search engine results by fixing its text, code etc.

Website Navigation

A website’s organizational structure which includes menus and links that direct users from one page to another

A measure of activity on a website, that includes all requests for files from the web server.

Website Compression

A technique used to reduce the size of a web page by removing unnecessary code and content.

Website ranking

The position of a website in search engine results pages in response to a query.

Website Speed Optimization

Techniques used to improve the speed of a website by reducing its load time and increasing its performance.

Website analytics

The process of collecting and analyzing data about website visitors and their behavior.

A program used to index web pages and discover links between them.

X

XML Sitemap

A file that contains a list of all the pages on a website that can be crawled by search engines.

X-Robots-Tag

A tag used to tell web crawlers which files and pages to crawl and index on a website.

XMLHttpRequest

An API used to exchange data between a web browser and a web server asynchronously.

XSS (Cross-Site Scripting)

A type of malicious attack that injects malicious code into a website.

Y

Yoyo Effect

The phenomenon of a website’s traffic increasing and decreasing in an unpredictable manner.

A term used to describe the typical shape of a website’s traffic over time, with the most active users at the beginning and end of the curve.

Yield Management

A technique used to maximize revenue from online sales by analyzing customer data and adjusting prices accordingly.

Z

Zombie Traffic

Automated web traffic that has no value.

Zero Moment of Truth (ZMOT)

A marketing concept that states that the first online interaction a potential customer has with a brand is the most important.

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