Glossary - Conversion Club

A

A/B test

is a user experience research methodology that consists in splitting traffic between two different web page variations and understanding which version produces better results.

Above the fold

the section of a web page that is visible without scrolling.

Active Users

number of engaged users on your website or app.

AOV

(average order value) an ecommerce metric that measures the average amount of revenue per transaction.

ARPPU

(average revenue per paying user) the average amount of revenue generated per paying user in a specified period of time.

ARPU

(average revenue per user) the average amount of revenue generated per user in a specified period of time.

Attribution

allows you to control how credit for a conversion is given to the marketing channels that led to the action taking place.

Average engagement time

this tells you the average amount of time people spend on your website or app. This metric is calculated by dividing the total time by the total number of users.

Average position

in Google Ads, a deprecated metric that used to summarize the position your ad had appeared relative to other ads. In Google Search Console, a metric that shows an average of the position your site appeared in the organic search results.

B

Banner

a rectangular or square advertisement placed on a website, which includes graphic images and text, and links to the advertiser’s website or to another page in the same website.

Below the fold

the portion of a webpage that is not immediately visible when the page loads, that users must scroll to see.

BOFU

(bottom of funnel) the last stage in a buyer’s journey, when they are ready to make a decision and take action.

Bounce

report the number of sessions with a single page view.

Bounce rate

in web analytics is the percentage of visitors who leave after viewing a single page.

Breadcrum

graphical control element used to help the users understand where they are on a site, as well to provide them access to additional layers.

Buy box

it refers to the box on the right side on the product page, where customers can see the main sales copy in addition to the payment options, the product variables and they can also add items for purchase to their cart.

C

Campaign tags

include campaign name, ID, source, medium, term and content.

Closing argument

is the final chance to communicate the benefit of your offer.

CLV (customer lifetime value)

an estimate of the total monetary value of a customer to a business over the duration of their relationship.

Cohort analysis

refers to the practice of analyzing the performance of a group of visitors who share common characteristics over a specific time-period, selected from within an organization’s defined customer life-cycle.

Cold traffic

the ones who are unaware they have an issue or an opportunity. Also, we call it cold traffic if they are aware of their problems/needs but have no idea how to fix them.

Conversion

when a user completes some predetermined action on your site.

Conversion funnel

a way to comprehend the flow of potential prospects into paying customers.

Conversión rate

the percentage of visitors who take a desired action.

Cookie

a piece of information stored in a website browser.

CPA (cost per action)

online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

CPC (cost per click)

is a metric that determines how much the ecommerce owners pay for the ads they place on websites or social media, based on the number of clicks the ad receives.

CPL (cost per lead)

online advertising payment model in which payment is based on the number of qualifying leads generated.

Cross-sell

process of encouraging customers to purchase products or services in addition to the original items they intended to purchase.

CTA

the purpose of a call to action button is to draw attention to the most desired action on your page (could be make a purchase, get a demo, etc).

CTR (click-through rate)

is the average number of click-throughs per hundred ad impressions, expressed as a percentage.

Customer journey

refers to the life cycle, or stages a customer travels through in their relationship with a specific brand.

D

Data-driven attribution

a marketing attribution model that uses machine learning to determine the relative importance of advertising interactions in the user journey.

DebugView

a report for debugging that lets you view testing events as they’re sent to Google Analytics.

Device ID

is a unique identifier used to report on the behavior of individuals as they return to your website or app.

Dimension

an attribute or characteristic of your users and their interactions with your website.

Direct traffic

website visits that do not have any referrer information, either because the visitor typed the website address directly into the browser, or they used another method that did not pass referrer information to the analytics software.

Domain name

location of an entity on the Internet.

Duplicate content

web page content that appears multiple places online, either as exact copies or in versions that are deemed to be substantially similar by search engines.

E

Email Capture Forms

marketing technique used to grow subscriber lists by asking website visitors to submit their email address in exchange for a value offering a discount or promo code, access to exclusive content, etc.

Email marketing

the promotion of products or services via email.

Engaged sessions

in GA4, a session that lasted 10 seconds or longer, or had 1 or more conversion events or 2 or more page or screen views.

Exits

represent the number of visits that ended on a specific Web page or group of Web pages.

Eye-tracking

the process of electronically locating the point of your website visitors’ gaze and of following and recording the movement of their point of gaze with the purpose of identifying those areas of your website that catch the attention of users

F

FAQs

frequently asked questions enable you to deal with specific queries that your customers have about your business.

First-click attribution

a marketing attribution model that assigns all of the conversion credit in a user journey to the first marketing touchpoint.

G

Goal

used to track desired actions on your website.

Google Search Console

a web service by Google which allows webmasters to check indexing status, search queries, crawling errors and optimize visibility of their websites.

Google Signals

session data from sites and apps that Google associates with users who have signed in to their Google accounts, and who have turned on Ads Personalization. This is used to enable cross-device reporting, cross-device remarketing, and cross-device conversion export to Ads.

Google Tag Manager

a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app.

Guarantees

is a powerful sales and marketing tool to combat objections and make a strong statement. When you make it risk-free to buy from you and tell the world about it, more people will buy.

H

Header

serves to provide access to any necessary non-product content and facilitate the users the access to shopping cart.

Heatmap

visualization map allowing to see where and how visitors interact with a web page. The brighter or hotter an area is, the more interactions there are.

Hero image

is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining.

Heuristic analysis

Hot traffic

they know what products/services you have, and in some cases, they know your brand quite well by now. They are product aware and can also be aware of your pricing and offers.

I

Impression

a single instance of an online advertisement being displayed

J

JavaScript

a text-based programming language used both on the client-side and server-side that allows you to make web pages interactive.

K

KPI´s (key performance indicators)

are the metrics your business tracks in order to help determine the overall relative effectiveness of your business’s marketing and sales efforts.

L

Landing page

a standalone web page that potential customers can “land” on when they click through from an email, ad, or other digital location. They serve a specific purpose in a specific moment of an advertising campaign to a target audience.

Last click attribution

a marketing attribution model that assigns all of the conversion credit in a user journey to the last marketing touchpoint.

Lead magnet

a specific deliverable that is offered to prospects in return for contact information, typically to join an email list.

M

Macro conversion

is the most important part of any sale procedure on any website. It usually deals with the end goal of the website that the visitor will be clicking.

Micro conversion

milestones or steps that help the visitors in reaching the end goal.

MOFU (middle-of-funnel)

is where users are aware of their own issues but don’t know if you are the one who will deliver the solution to them.

Multi-step form

is a webform where the questions are not presented all at once to the users (they are presented to the users in stages)

N

O

One-step checkout

is an approach to eCommerce website design in which the entire checkout process is completed using a single form on one page.

Order bump

a way to add on an additional product on the checkout page.

Organic search

(from google, mostly) refers exclusively to the unpaid results. Organic results are ranked algorithmically as opposed to ads.

P

Page Value

is used in e-commerce to assign a relative value to any page viewed prior to a monetary transaction.

Paid traffic

divided by cost per click and impressions. The ones coming from CPC are a more targeted audience and hence, our messaging and further landing pages will be a better match. Impressions are those who are interrupted by our ads.

Pop-up ad

an ad that displays in a new browser window.

Product variables

diferente sizes, colors and models of a product.

Progress bar

visual indicator that shows how far site visitors (or app users) are in completing a specific process, such as checking out or filling in a form.

Q

Query

(search query) the exact string of words a user types into a search engine.

R

Referral

is reported when a user clicks through to your website from another website.

Reinforce statement

serve to add a mid-experience message that you want to communicate to your visitors.

Retargeting

an advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.

ROAS

a marketing metric that measures the efficacy of a digital advertising campaign.

ROI (return on investment)

the ratio of profits (or losses) to the amount invested.

RPV (revenue per visitor)

the average amount of revenue generated per visitor to a website, calculated by dividing total revenue by total visitors.

S

Sales copy

block of text that gives buyers enough information, so they could convince themselves that is the right product/service for them.

Sales funnel

a graphic representation of the sales stages a customer goes through when buying a product.

Search bar

gives users the ability to search for specific items on your site.

Search engine

a program that indexes documents, then attempts to match documents relevant to the users search requests.

Search engine optimization

the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

Search engine spam

excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

Search engine submission

the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

Search query

the exact string of words a user types into a search engine.

Search retargeting

the use of a site visitor’s search history as a basis for the ads that the visitor will see.

SEM

Search engine marketing is a method of promotion and advertising to help companies’ content rank higher among search engine traffic.

SEO

The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

Session

a group of interactions by a website visitor in a given time period.

Social proof

evidence that other people have purchased and found value in a product or service offered by a business.

Source/medium

in analytics, a dimension that describes how people found a site, combining the dimensions of source (specific) and medium (category).

Speed analysis

T

TOFU (top of the funnel)

focuses on a high volume of leads, with an emphasis on not pressuring potential customers by offering relevant information that addresses a need, question or problem they may have.

Tracking ID

in order to send hits to the appropriate property inside Google Analytics, a tracking ID is included in the tracking code (or Google Tag Manager tag). The tracking ID starts with ‘UA’, followed by a series of numbers.

Trust indicators

evidence points that inspire confidence in your brand online.

U

Up-sell

an attempt to convince a customer to purchase something additional or more costly

User journey map

a diagram of the entire user experience, starting with initial contact or discovery, and continuing through the process of engagement into long-term loyalty and advocacy.

User testing

the process through which the interface and functions of a website, app, product, or service are tested by real users who perform specific tasks in realistic conditions.

UX

The user experience is how a user interacts with and experiences a product, system or service. It includes a person’s perceptions of utility, ease of use, and efficiency.

V

VBM (Value-based messaging)

is a strategic way of communicating your value proposition to your prospective customers.

Value proposition

a statement that clearly tells your potential customers how they will benefit from your offer, how your products or services will address their needs and solve their problems, and what makes your offer different from the competition.

W

Warm traffic

the ones who know they have a need/problem, and are also aware of how to get an answer but are still deciding “who is going to solve this problem for me?”

Web hosting

the business of providing the storage, connectivity, and services necessary to serve files for a website.

Website Optimization

the sum of activities that seek to improve the way the website is performing in various business aspects from technical to marketing.