Marketing glossary

A/B testing, also known as split testing, compares two versions of a webpage, app, or marketing asset to determine which one performs better. It helps marketers make data-driven decisions to optimize their efforts for improved results.

Above the fold refers to the part of a webpage or email that is visible to users without scrolling. It's the first thing people see, making it crucial for capturing immediate attention.

Button color testing is an A/B test where you compare different button colors to see which one gets more clicks or conversions. It helps you understand what visual cues encourage users to take action on your website.

A call to action (CTA) is a prompt on a website or piece of marketing content that tells the user what to do next. It guides them to take a desired action, like "Sign up" or "Download now".

A conversion path is the series of steps a potential customer takes on their journey to complete a desired action, like making a purchase or signing up for a newsletter.

Conversion rate optimization (CRO) is improving your website or app to increase the percentage of visitors who complete a desired action. It's about getting more value from your existing traffic.

A countdown timer is a visual clock on a website or email that shows time remaining until an event, offer ends, or product launches, creating urgency. It encourages quick action from visitors.

An exit intent popup is a message that appears when a user is about to leave a website, aiming to capture their attention one last time before they go. It's often used to prevent cart abandonment or offer a special deal.

FOMO marketing uses the fear of missing out to encourage quick purchases. It creates urgency and scarcity to drive customer action.

Form optimization is the process of designing and refining online forms to make them easier for users to complete, thereby increasing conversion rates and improving data collection.

A friction point is anything that makes it harder for a user to complete a desired action on your website or app. It creates resistance, slowing down or stopping their progress towards conversion.

Headline testing is trying out different titles for your content or ads to see which one performs best. It helps you understand what attracts your audience most.

A heat map is a visual tool that shows user behavior on a webpage, using a color-coded system to represent clicks, scrolls, and mouse movements. It helps marketers understand where users focus their attention.

A landing page is a standalone web page designed for a single purpose: to convert visitors into leads or customers by prompting a specific action.

Lead scoring ranks potential customers based on their engagement and fit, helping sales and marketing prioritize efforts and focus on the most promising leads.

A lightbox popup is a small window that appears on a website, dimming the background, to capture user attention for offers, sign-ups, or announcements. It helps focus visitors on a specific message.

A limited time offer (LTO) is a promotional deal available for a short period, creating urgency to encourage immediate purchases or actions from customers.

A macro-conversion is a primary, high-value action a user takes on your website that directly contributes to a business goal, such as making a purchase or signing up for a service. It represents the ultimate desired outcome for a visitor.

A marketing funnel shows the journey a potential customer takes from first learning about your business to making a purchase. It helps businesses understand and guide their customers.

Micro-conversions are small, completed steps a user takes on their journey towards a main goal, like signing up for an email list or viewing a product page. They indicate engagement and help track progress.

Multivariate testing helps marketers understand how multiple changes on a webpage interact by testing various combinations simultaneously, revealing the most effective version. It's an advanced method for optimizing conversion rates.

A sales funnel maps the customer journey from first learning about a business to making a purchase. It helps businesses understand and guide potential customers through different stages.

Scarcity marketing uses limited availability or time to encourage customers to buy now. It creates a sense of urgency, making offers seem more valuable.

A slide-in is a small message box that appears on a webpage, sliding in from the side or corner without fully covering the main content. It gently prompts users to take an action.

Social proof notifications are small pop-ups or banners that display real-time actions from other customers, like recent purchases or sign-ups, to build trust and encourage conversions.

Split testing, also known as A/B testing, compares two versions of a webpage, email, or ad to see which performs better for a specific goal like clicks or purchases.

A sticky bar is a website element that stays fixed in place as a user scrolls, keeping important information or calls to action constantly visible.

Urgency marketing creates a feeling that customers need to act fast, often using time-limited offers or low stock alerts to encourage quick decisions.

A value proposition explains why a customer should choose your product or service over others. It clearly states the unique benefits and value you offer.

A welcome mat in marketing is the first thing visitors see when they land on your website, often a full-screen pop-up designed to capture attention and guide their next action. It's like a digital greeter for your online store or information hub.