Comparing two variants of a particular variable in a communication (e.g. email subject lines) to determine which delivers the better outcome.
Above the Fold
The section of a Web page that is visible without scrolling.
The discovery and communication of meaningful patterns in data for a website, social, paid marketing campaigns (PPC), etc.
A defined group of people identified for ad targeting.
The determination of which element of a marketing campaign had the most effect on the outcome.
Bottom of the Funnel
The layer of the conversion funnel where the customer is closest to making a purchase.
The series of web-based events that eventually drive to a lead capture or sale.
CRO (Conversion Rate Optimization)
The process of improving conversion rates through enhanced design, copy modifications, usability testing, A/B testing and other approaches.
Inviting customers, experts, and other external parties to develop your content. For example, Wikipedia.
CTA (Call to Action)
In digital advertising, a clickable image, text, or button that encourages a visitor to take an action, often with the goal of turning them into a lead.
Data that can uniquely identify a consumer for advertising targeting. For example, a credit card or phone number.
Content that continues to provide value to readers no matter how long has passed since it was first publsihed.
An aspect of your online presence that disrupts a consumer's journey through confusion, stress, or another negative experience, causing them to abandon.
Marketing campaigns that pull users into a site to convert to a lead as inbound traffic. Reliant on tools like SEO and social media.
KPI (Key Performance Indicator)
A type of performance measurement companies use to evaluate an activity's success.
A web page that revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer.
the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel.
Pushing unique, sequential messages to a consumer to take a particular action, often across multiple devices.
Top of the Funnel
the very first stage of the buying process. Leads at this stage are usually identifying a problem they have and are looking for more information.