A/B Testing

A/B testing (sometimes known as split-testing) lets you test changes on a web page against the current design, to see if the changes produce a better conversion. It’s a way to check changes before making them permanent.


This is a paid service and is the technology that powers Google’s Pay per click (PPC) advertising. It facilitates targeting adverts to specific searches. The adverts then appear to the right of the organic searches

Back Link

Is a link to one specific website from another. A back link can increase a websites rank when evaluated by a webcrawler (such as PageRank), essentially telling it that the website must be popular.


A free URL shortening application that also provides analytics on your links.

Black Hat SEO

In search engine optimisation (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines (techniques include; cloaking, stuffing, hidden text etc.). This is a bad thing!


Short for weB LOG, a blog is a website where the users post updates and it can be personal or for a company. A company that writes and maintains a blog gives it often viewed as personable front for potential clients. A well written blog with keywords has the additional benefit of being used for Search engine optimisation (SEO).

Bounce Rate

The percentage of visitors who exit your site after viewing one page (the page they entered on).

Buyer/Customer Persona

A personal, relatable representation of your customer segment. A buyer persona describes not just demographics, but what the customer values, what motivates them, and what frustrates them.

Checkout Process

The process for buying a product after a customer puts an item into the shopping cart. This includes filling in shipping information, payment information, coupon codes (if any), confirming the order and making the payment.

Click Through Rate (CTR)

This is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

Community Testing/Usability Testing

A way of testing the usability of your product/site by having representative users perform certain tasks, and looking for problems and determining user satisfaction.

Content Management System (CMS)

A system used to manage the content of a website. WordPress is arguably the best-known example.


When a person responds to your call to action. This could be buying a product, submitting an enquiry, following you on social media, watching a video… the list is endless.

Conversion Rate Optimization (CRO)

The process of improving your website using A/B or multivariate testing to create a better experience for users and a higher proportion of visitors who convert into customers or leads.

Customer Experience (CX)

Is how customers perceive their interactions with your company.

Ecommerce User Experience

The experience a customer has when conducting an electronic commercial transaction (EUX is also the name of our company ? )


A commercial transaction conducted electronically on the Internet.


Friction is what slows or stops your visitors converting. Reducing friction is one of the best ways to increase conversion. It usually involves reducing time or hassle for the user. Reducing the number of fields in a form is one example of how to reduce friction.

Google Trends

Is a public web facility of Google, based on Google Search and a valuable tool for marketers. It shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages.


Hypertext Markup Language (HTML) is the standard markup language for creating web pages and web applications. With Cascading Style Sheets (CSS) and JavaScript it forms a triad of cornerstone technologies for the World Wide Web.


A hyperlink, or simply a link, is a reference to data that the reader can directly follow either by clicking, tapping, or hovering. The text that is linked from is called anchor text.

Key Performance Indicator (KPI)

A way to define and measure performance towards your goals. KPIs can be both financial and non-financial.


A word or phrase that a user will search for with a search engine. In terms of SEO it’s important to have your website associated with the keywords relevant to your business so that it will appear when these words are searched for.

Landing Page

A standalone web page that has a single conversion goal. Commonly used in conjunction with PPC advertising and other campaigns.

Latent Semantic Indexing (LSI)

LSI stands for Latent Semantic Indexing. This basically means considering synonyms as well as your specific long-tail keywords, to avoid stuffing and indirect search manipulation. You can use an LSI keyword research tool to help with this.

Lifetime Value (LTV)

LTV is an important metric that refers to the total amount of money that you’ll receive from a customer throughout their entire lifetime.


In the field of SEO, link building is increasing the number and quality of inbound links to a webpage with the goal of increasing the search engine rankings of that page or website.

Long Tail Keyword

Is a type of keyword phrase that has at multiple words in the phrase (between 3-5). Long tail keywords are used by the website to refine search terms to the web page. Long tail keywords draw less traffic, but usually to draw more quality traffic due to their specific nature (often leading to more conversions than normal keywords).

Measurement Plan

Within Google Analytics, this involves setting Key Performance Indicators (KPIs), deciding how you want to segment your data, then setting up the required tags that can then be coded into your website and used for ongoing reporting.

Organic Search

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms. These organic search results are free and you do not have to pay (unlike pay per click PPC advertising like with Google ad words)

PageRank (PR)

Is an algorithm used by Google Search to rank websites in their search engine results. PageRank was named after Larry Page, one of the founders of Google. It evaluates the quality and quantity of links to a webpage to determine a relative score of that page’s importance and authority on a 0 to 10 scale.

Pay Per Click (PPC)

An internet advertising model where you pay the publisher when your ad is clicked. Google Adwords is the most commonly-known example of PPC.


Or Google Penguin is the latest version of its PageRank WebCrawler. It has improved spam detection and is better at detecting cloaking, keyword stuffing and duplicate pages. It is specifically aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared black-hat SEO techniques involved in increasing artificially the ranking of a webpage by manipulating the number of links pointing to the page


Remarketing is a term usually used to describe shopping cart abandonment email campaigns


Targeting people who are already familiar with your brand. Usually involving adding a pixel, or JavaScript tag to your site which helps track visitors across the web.

Really Simple Syndication (RSS)

Delivers content enabling readers to stay up-to-date with any blogs or sites they read without them having to visit each individual site.

Search Engine Optimization (SEO)

What you do to increase the visitors to your website by ranking highly on search engines (also known as organic search).

Search Engine Results Page (SERP)

Is the page that is displayed when you search with a search engine. It displays a list of results relevant to your search, along with PPC adverts. The main goal of SEO is to rank a website at the top of the results page of relevant searched terms

Shopping Cart Abandonment

When customers put items in a cart but leave the site before buying, the cart is said to be ‘abandoned’.

Shopping Cart Abandonment Rate

The percentage of people who abandon a shopping cart. If 100 people put items in their carts, but only 30 buy, you have a shopping cart abandonment rate of 70%.

Social Media Optimization (SMO)

Techniques and strategies for promoting awareness of a brand, publication, product, etc., on social media, especially by encouraging the sharing of content that attracts people to a particular website.

Social Media Monitoring (SMM)

Is the active monitoring of social media channels for information about a company or organisation. Many different providers have now created tools to facilitate the monitoring of a variety of social media channels from blogging to internet video to internet forums.

Social Media Policy (SMP)

A document outlining how employees should talk about work on social media and advising them on how to best use social media sites. This document is written for the protection of the company and clarifies what employees can and cannot say.

Split Testing

Split testing (sometimes known as A/B testing) lets you test changes on a web page against the current design, to see if the changes produce a better conversion. It’s a way to check changes before making them permanent.

Stuffing (Keyword Stuffing)

Keyword stuffing is a Black Hat search engine optimization (SEO) technique, considered webspam or spamdexing, in which a web page is loaded with keywords in the meta tags or in content of a web page in an attempt to gain an unfair rank advantage in search engines.

Return of Investment (ROI)

In the context of conversion optimisation, it’s the profitability of your return on investing in different marketing campaigns and channels. A high ROI means better profitability.

User Generated Content (UGC)

UGC is the term used to describe any form of content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media created by consumers or end-users of an online system or service and is publicly available to others consumers and end-users. User-generated content is also sometimes referred to as Consumer Generated Media (CGM).

User Interface (UI)

Is the series of screens, pages, and visual elements—like buttons and icons—that you use to interact with a device.

User Experience (UX)

Is the internal experience of the end-user’s interaction with the company, its services, and its products.

Web Crawler

Is an Internet bot which helps in Web indexing. They crawl one page at a time through a website until all pages have been indexed. Web crawlers help in collecting information about a website and the links related to them, and also help in validating the HTML code and hyperlinks. A Web crawler is also known as a Web spider, automatic indexer or simply crawler.

White Hat SEO

In search engine optimisation (SEO) terminology, white hat SEO refers to the usage of optimisation strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies (this is a good thing).


An open source Content Management System (CMS). The software is free and open-source allowing developers to create a wide array of plug-ins, themes and widgets. WordPress is considered easy to use and is the CMS of choice for almost 75 million websites (around 23% of the internet)


Is an open source e-commerce plugin for WordPress. It is designed for small to large-sized online merchants using WordPress. Launched on September 27, 2011, the plugin quickly became popular for its simplicity to install and customise.