A/B testing
Comparing two versions of a page, email or advert to see which leads to more of the action you want.
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Online business & marketing glossary
Not sure what a marketing term means? Find simple, practical explanations of the language used to build, market and sell your expertise online.
61 terms
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A
Above the fold
The part of a webpage someone sees before they scroll. It usually contains your main message and next step.
Affiliate link
A trackable link that may earn the person recommending a product a commission if someone buys through it.
Affiliate marketing
Recommending another business's products or services and earning a commission for qualifying referrals or sales.
Analytics
Information about how people find and use your website, emails or marketing campaigns.
API
Application programming interface: a way for two software systems to exchange information or trigger actions.
Automation
A sequence of actions that runs when a condition is met, such as sending a welcome email after a signup.
Average order value (AOV)
The average amount customers spend per order, calculated by dividing revenue by the number of orders.
B
Backlink
A link from another website to yours. Relevant, credible links can help people discover your content.
Blog
A collection of articles or updates on a website, often used to answer audience questions and attract search traffic.
Bounce rate
An analytics measure of sessions that were not engaged. Its exact definition depends on the analytics platform.
Brand positioning
The place you want your business to occupy in the minds of the people you most want to serve.
C
Call to action (CTA)
A prompt that tells someone what to do next, such as "Book a call" or "Download the guide".
Cart abandonment
When someone starts the buying process but leaves without completing their purchase.
Checkout page
The page where a customer enters payment details and completes a purchase.
Click-through rate (CTR)
The percentage of impressions or recipients that result in a click, using the measurement specified by the platform.
Conversion rate
The percentage of people who take a desired action, such as registering for a webinar or buying a course.
Cookie
A small piece of data a website stores in a browser, often used for sessions, preferences or tracking.
Cost per click (CPC)
How much an advertiser pays for each click on a paid advertisement.
CRM
Customer relationship management software used to organise contacts, leads, conversations and customer information.
Customer journey
The steps someone takes from first hearing about your business to becoming a customer and beyond.
D
Digital product
Something customers buy and receive online, such as a template, downloadable guide or recorded course.
Domain name
The web address people type to visit your website, such as funneltools.org.
Drip campaign
A planned series of emails or messages delivered over time rather than all at once.
E
Email automation
Emails sent automatically in response to actions or rules, such as joining a waitlist or purchasing a programme.
Email deliverability
How successfully emails reach recipients' inboxes rather than being rejected or filtered as spam.
Email list
A collection of contacts who have given you appropriate permission to receive emails from your business.
Evergreen webinar
A recorded webinar offered repeatedly, often as part of a process for introducing and selling an offer.
F
Funnel
The steps you design to help someone move from discovering your business towards an action, such as joining your list or buying.
L
Landing page
A focused webpage designed around one action, such as booking a consultation or registering for a free webinar.
Lead
A person or organisation that has shown interest in your offer and may become a customer.
Lead magnet
A useful free resource offered in exchange for contact details and permission to follow up.
Lead nurturing
Helping potential customers understand their problem, options and next step through useful follow-up content.
Learning management system (LMS)
Software used to organise, deliver and track learning content, such as lessons and courses.
M
Membership site
A website or portal where members can access content, community or services, often through a subscription.
Meta description
A short description in a webpage's code that search engines may use as a summary in search results.
MOFU (middle of funnel)
Content for people who know they have a problem and are comparing possible solutions.
N
Niche
A specific group of people or a particular problem your business chooses to focus on.
O
Offer
What a customer gets when they buy from you, including the outcome, delivery format and price.
Open rate
The percentage of delivered emails recorded as opened; privacy protections can make this figure less reliable.
Order bump
An optional extra product a customer can add during checkout, usually with minimal additional steps.
Organic traffic
Visits that arrive without a direct paid-ad click, such as through unpaid search results.
P
Page speed
How quickly a webpage loads and becomes usable for visitors.
Payment gateway
A service that securely processes card or other online payments for your business.
Pixel
A tracking tool or code snippet used to measure actions on a website for analytics or advertising.
Positioning
How you explain who your business is for, what problem it solves and why someone should choose it.
S
Sales funnel
A series of steps that guide potential customers from initial interest towards a purchase.
Sales page
A webpage created to explain an offer and help someone decide whether to buy.
Search engine optimisation (SEO)
Improving website content and technical accessibility so search engines can understand it and show it for relevant searches.
Search intent
What someone is trying to accomplish when they enter a particular search query.
Sitemap
A file listing important website URLs to help search engines discover content.
Social proof
Evidence of other people's experiences, such as genuine reviews, testimonials or case studies.
Subdomain
A separate section of a domain address, such as learn.example.com.
T
Tag
A label used in software to group contacts or trigger actions based on their interests or behaviour.
TOFU (top of funnel)
Content that introduces your business to people who are new to you or just beginning to explore a problem.
Tripwire offer
A relatively low-priced first offer intended to help someone become a customer.
U
Upsell
An invitation to buy a higher-value option or additional offer, usually after showing interest in another purchase.
UTM parameters
Labels added to links so analytics software can identify where website visits or campaign results came from.
W
Webinar
An online presentation or workshop delivered live or as a recording, often used for teaching and selling.
Website builder
Software for creating and publishing webpages without needing to write all the code yourself.
Workflow
A series of connected actions, often automated, that carries out a business process.