MARKETING TERMS GLOSSARY

A

A/B Testing;

Also known as split testing, A/B Testing is the process of splitting live traffic on a website in two (50/50) and showing them two different designs. The test will result in the business understanding which design is more popular with their traffic/customers. This will be shown by the conversion rate.

For example, an ecommerce store may test the colour of their “Add to Basket” CTA – green vs. blue. The winner of the test will be decided by which colour drove the most conversions.

Affiliate Marketing;

Affiliates promote a product or service supplied by a brand or retailer. They are paid a commission on any sales that their promotion generates.

Example; a brand approaches an influencer with 100,000 followers. The influencer will promote the brands product. 5 members from the influencers audience goes on to purchase the brands’ product. The brand then pay a % of that sale to the influencer.

B

Blog;

The shortened term for weblog is a regularly updated publication of informational posts that could include articles and commentary published on a website. Blogging is used in business to drive website traffic, build authority and drive conversions.

Bounce Rate;

The percentage of visitors who visit a website, landing on one page and do not navigate anywhere else on the website, instead they leave the website.

Business to Business (B2B);

Businesses that provide services or sells products to other businesses.

Business to Consumer (B2C);

Businesses that provide services or sells products to the end-user consumer.

C

Conversion;

A conversion is simply an action that a visitor takes on your website, which you (the business) has defined as being valuable to your business. Valuable actions could include watching a video, signing up to your email list, completing an enquiry form or purchasing a product.

Conversion Rate;

The number of visitors to your website that complete your valued action (conversion) out of the total number of visitors.

Example: an ecommerce store had 1831 visitors, 76 people purchased a product (converted) therefore the conversation is 75/1831 = 0.04150737. To then get the percentage X100 = 4.15%

D

Domain Authority (DA);

A websites DA is a ranking score ranging from 1 to 100, developed by Moz, that predicts how well a website will rank on search engine result pages (SERPs).

Note: Domain authority is not a metric used by Google to determine your websites search ranking. (Ie. Use it as a guide, but it doesn’t actually affect where you’ll rank on search engines.)

E

Email Marketing;

A channel that can be used to communicate with your customers, directly to their inbox. Allowing you to promote your services or products. However, be warned, you have to build trust with your email list as it’s super simple for a contact to click ‘unsubscribe’.

F

Facebook;

The social media and social networking site that was built to keep family and friends connected. It allows businesses to create Facebook Pages, Facebook Groups and Facebook Ads to communicate & engage with potential customers.

G

General Data Protection Regulation (GDPR);

Updated regulations which came into force in May 2018 regarding data protection

H

Hyper Text Markup Language (HTML);

The fundamental markup language used to develop web pages. HTML is used to mark and describe each element on your webpage including; text, links, images video and even sounds. It’s used alongside CSS and Javascript to format the display of almost all elements on your website.

I

Instagram;

A photo & video sharing social network owned by Facebook Inc. Features include posting Images, Videos, IGTV, Direct Messages, Instagram Stories & Instagram Ads.

J

JavaScript;

A programming language that is used to create interactive effects on websites.

K

Keyword;

Keywords are the words or phrases that potential customers use when searching on search engines, like Google.

See also: long-tail keywords, short-tail keywords

L

Link Building;

Link building is the process of getting other websites to link to your website. Search engines, like Google, assume that the more links from other websites to your website = good, quality content.

Although search rankings are decided based on multiple factors, having a large number of high ranking websites link to your website, will improve your search rankings.

LinkedIn;

A business and employment orientated social network.