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

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.

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).

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

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.

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.

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.

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.

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.

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.

Is how customers perceive their interactions with your company.

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

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.

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.

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.

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

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.

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.

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).

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 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)

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.

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

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