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.

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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
Anchor text is the visible, clickable text in a hyperlink and used to provide context.
Alt Text
Alt text is an HTML element that allows website creators to provide a text description of an image.
A/B Testing
A method of website optimization where two or more versions of a page are tested against each other to determi
Account-based marketing
An approach to marketing that focuses on targeting specific accounts with personalized campaigns.
Above the Fold
A term used to describe the area of a web page that is visible without scrolling.
Analytics
The process of collecting, analyzing, and reporting data to better understand website performance.
B
Branding
The process of creating and maintaining a unique identity for a product, service, or company.
Breadcrumbs
A navigation system used to show the user's current page and the path they have followed to get there.
Bandwidth
The total amount of data that can be transferred over a given time period.
Bookmarking
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.
Brand Home
A strategic website page used to maximize lead generation, brand recognition, and customer engagement.
Bounce Rate
A metric used to measure the percentage of users who leave a website after viewing only one page.
Below the fold
The area of a web page located below the scrollbar and which requires users to scroll down to see content.
Backlinks
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.
Content hub
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.
Canary testing
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.
Caching
A method of storing website data so that it can be quickly retrieved without having to regenerate it.
Cache
A temporary storage location for frequently accessed data that is used to speed up the delivery of content.
D
Direct traffic
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.
Domain
A domain is a web address that is used to identify a particular website or online service.
Deep linking
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.
Decoupled CMS
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. 
E-Commerce
Online business transactions for buying and selling products and services. 
F
Funnel
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.
Fold
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.
Feature flags
Software development technique that allows developers to deploy code with certain features enabled or disabled
Feature test
Method of testing software or web applications to ensure that they are functioning correctly with all features
G
Google Ads
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
Hashtag
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.
Headers
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.
Hyperlink
A clickable link that redirects visitors to another web page.
Headlines
The main title of a webpage that is used to grab the attention of visitors.
HTML
A markup language used to create web pages.
Heatmap
An illustration of how users interact with a website that reveals where visitors click and how far they scroll
Header Tags
HTML elements that are used to convey structure and meaning to web pages.
Headless CMS
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.
Index Page
A web page used by search engines to spider and index a website.
IP Address
A unique numerical code that identifies each computer connected to the internet.
Inbound Linking
The practice of other websites linking to your website. 
Indexing
The process of adding web pages to search engine databases for them to be discovered and ranked.
Interlinking
The practice of linking to other internal web pages within your website. 
J
Jump Page
 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. 
Junk Traffic
non-human website traffic generated by bots or automated scripts.
Jump Rate
The percentage of users who navigate away from a page without viewing any other pages.
Jitter
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. 
K-Factor
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
Long keywords
Longer and more precise than regular keywords, these are often used to target markets with little competition.
Local SEO
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
Link Juice
The power that a website gains from incoming links from other websites.
Link Building
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. 
Lead Capture
A method used to find contact info from target customers who have shown an interest in the goods or services.
Landing Page
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.
Meta Keywords
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.
META Tags
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. 
Net Revenue
The total amount of money generated from a sale after accounting for all costs associated with the product.
New Visitor
A user who visits a website for the first time. ‍
No-Index
A meta tag that tells search engine bots not to index a page and thus, not to show it in search results.
Natural Search
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.
Outreach
A method of building relationship and leveraging them to drive website traffic, leads, and personalization.
On page SEO
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.
Off-Page SEO
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. 
Optimization
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
PPC Budget
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. 
Pop-up Ads
Ads that appear on a webpage in the form of a popup window. 
Page Rank
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. 
Page Authority
A metric developed by Moz that measures the strength of a webpage on a scale of 0-100. 
Q
QA Testing
A process used to test the quality and functionality of a website before it is released to the public. 
Quarantine
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. 
Query String
The part of a URL that contains parameters and values used to pass data between a website and a web server. 
Quality Score
Analysis of the keywords, landing page, or other key aspects of an advertisement for relevance and quality.
QR Code
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.
Remote config
Feature that allows a website to customize the look and feel of the website based on the user's preferences.
Redirect
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.
Robots.txt
A file used to provide instructions to search engine crawlers.
Retargeting
A marketing strategy that involves targeting users who have already visited a website with relevant ads.
S
Squeeze page
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.
Sales Funnel
The process of taking potential customers from awareness to conversion.
Sidebar Widget
A piece of content, such as a search box or newsletter signup form, that appears in the sidebar of a website.
Search Console
Google tool that allows site owners to stay in track and manage the status of their site in the search results
Site Audit
A process of systematically reviewing a website to identify potential issues or opportunities for improvement.
Schema Markup
Code added to a website to provide search engines with more information about the content.
Search volume
The number of people searching for a particular keyword or phrase.
Site Map
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.‍
Split Testing
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.
Site Speed
How quickly a website loads in a browser.
Site structure
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
Thumbnails
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.
Type Ins
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.
Traffic Funnel
The process of directing visitors through a website in order to maximize conversion rate.
Tracking code
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.
Triggers
A set of conditions that must be met in order for an action to be taken. 
Technical SEO
The process of optimizing a website for better visibility and performance on search engines. 
Targeting
The process of targeting specific audiences with tailored content, ads, or messaging. 
Tag Manager
A tool used to manage and execute tags, or snippets of code, on a website.
Tracking
The process of monitoring and analyzing website data to assess its performance. 
Traffic
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
User flow
The path that a user takes through a website or application in order to complete a task or achieve a goal.
Unique Visitor
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. 
Uptime
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.
Vanity Metric
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
Website Hits
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. 
Web crawler
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.
Y-Curve
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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