Marketing Terms & Definitions

So what is A/B testing? It’s simply a way to run an experiment to determine which of two versions is better than the other. A/B testing is also known as split testing, or bucket testing. There are two different versions of the page, A and B, which you can think of as the control and the treatment. Visitors to the page are randomly divided into two groups and shown the two different(...) Read More

As Search Engine Optimization and other online marketing strategies become more complicated, there’s been a recent rise of a common term: “above the fold.” The term is used to describe the part of a webpage that gets displayed in the browser window without having to scroll down. In other words, it’s the first part of the page that a user sees after opening the page. Read More

Anchor text is a link's clickable text. When you're identifying keywords for your content marketing strategy, you want to make sure that you use keywords in your anchor text. This will help those keywords stand out when a search engine user searches for that term. If you're not sure how to do this, you can use a keyword tool. Read More

Business-to-business (B2B) is a term used to describe marketing activities involving businesses that interact to facilitate a transaction. For example, a company sells its products or services to other companies (B2B) instead of selling products directly to end-users (B2C). It can also describe specific marketing efforts within a business focused on other companies, such as having sales(...) Read More

When you choose your web marketing agency, you’ll probably want to know if they can help you boost your bounce rate, and why it’s so important. The bounce rate (aka single page visits) is a metric that measures the average percentage of site visitors that only view one page before leaving. A high bounce rate means that many visitors who landed on your page weren’t interested in what they saw(...) Read More

Call-to-action is an essential digital marketing term that refers to any word, phrase, or image that prompts a visitor to take action. While call-to-action is a broad term, it is generally associated with calls to action at the end of advertisements. (For example, the words "Learn More" or "Click Here" could be a call to action.) Read More

Click through rate (CTR) is the number of times a visitor to your website clicks an ad. The CTR can be found in the stats tool of the ad network you are running. There are two main components to the term: click and rate. Click refers to the number of people who click the ad; rate refers to the number of people who see the ad. Read More

Conversion rate optimization (CRO) is a marketing term used to describe a process where you change elements on a web page to improve its performance in terms of converting visitors into leads, customers, or whoever it is that you want your website to convert. It’s vital for business sites looking to sell more products and services using their digital presence. It’s a practice that’s also(...) Read More

Digital marketing refers to any marketing that utilizes electronic devices for communicating promotional messages and measuring its impact. In practice it generally refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It may also include online videos, display ads, and social media posts. Read More

When you design a website, you want to give people exactly what they are looking for. But how do you make sure that your website is relevant to their needs? Dynamic content is the way to do it. Dynamic content is content that changes based on a database of information. Read More

In a nutshell, engagement rate is a digital marketing metric that measures the number of interactions a particular content has received. Generally, the engagement rate is usually calculated according to the total number of mentions/tweets a brand has received—the frequency with which the brand posts new information and the average time users spend on its pages. Read More

A lot of people talk about inbound marketing, but few can define it to your satisfaction. At its core, it is the art of attracting—and keeping—prospective clients by providing them with valuable, helpful, and useful information. The most significant difference between inbound and outbound marketing is that instead of promoting your products through email blasts, website ads, and other direct(...) Read More

A landing page is a single web page with the sole purpose of converting visitors into customers. That means that a landing page is made specifically to drive conversion, usually through a form of lead generation. If a visitor arrives on a landing page and doesn't convert, the page is considered a waste of time and money. But that's why you build A/B tests; to figure out what converts best. Read More

Lead nurturing is a step beyond lead generation, focusing on nurturing the leads you already have. This process is done through customized marketing strategies, which are based on individual customer needs and interests. The goal is to get the leads to move from one stage to another without becoming disengaged. Read More

A long-tail keyword is a search term that may have fewer searches monthly, but they tend to bring in more money per click, which means more money if you get the visitor to a sale. Long-tail keywords are usually more specific and harder to rank for, but they can be more profitable if they bring more qualified visitors who are ready to buy. Read More

A microsite is usually created to promote special offers or sales campaigns. They are created to intend that the users return to the website and engage with the content every time they want to learn more about a certain topic. Let’s say it’s Black Friday, and you’re a big online retailer. You may decide to create a microsite to promote the deals that will be available from Friday through(...) Read More

Mobile optimization is a term used in marketing to describe a business's ability to offer a good mobile experience to customers. Customers should be able to access your business and its content through their mobile devices with a minimum amount of hassle. Read More

Outbound marketing is a type of marketing that involves advertising. Outbound marketing is the process of trying to convince people to buy your product or service. Inbound marketing is the opposite, trying to get people to come to you without you having to do any active marketing. Outbound Marketing is any marketing that's NOT inbound marketing. Read More

Responsive web design is a method for developing websites that can adapt to the device or screen they're being viewed on. It doesn't matter if the viewer is on a desktop computer, tablet, or mobile phone—the content of the site will be shown on that device in the best way possible, without requiring the user to zoom in or out or click links to different pages. Responsive design is a popular(...) Read More

Google Analytics defines a sales funnel as a process that leads users through a series of stages designed to achieve a final goal. These stages guide users through a process from visitor to lead to customer. Leads are generated through different channels, including social media, email, and paid search. They are then nurtured and encouraged to progress along the sales funnel, to ultimately(...) Read More

The target audience is the group of people you are trying to sell your product or service to. You have to know who you are trying to sell to know how you will advertise to them. When you know who you are trying to sell to, you can put your advertising message in the best places to reach them. If you are selling to children, you might try advertising in a toy magazine or on a television show(...) Read More

User Experience (UX) is a discipline used to measure and improve the quality of a user’s interaction with a website, software, product, or service. The concept was born in the late 1990s, and it’s now an indispensable part of modern digital marketing. A UX pro will help you make your website or app more comfortable to use. He or she will also help you tailor your website or app to meet(...) Read More

The term “ user interface” (UI) refers to how a person interacts with an application or website. The user interface includes the visual components that people see on a computer screen, such as icons, menus, and images, and how a person clicks, drags, or types on a computer keyboard or touchscreen. Read More

White Hat SEO is a form of ethical SEO that helps search engines better understand web content and make their search results more relevant. White Hat SEO uses techniques that don't involve deception, trickery, manipulation, or deception to improve search rankings. Read More