Above The Fold – The content on a web page that visitors do not have to scroll down to see. Despite what some people would try to make you believe, it is still very important to have CTA‘s and more Above the Fold. For a detailed discussion, see this post: Why you [still] have to design above the fold.
AD – Advertisement. I think you know what that is. If not, you should probably be reading a different blog.
AOV – Average order value.
Adwords – A pay per performance service provided by Google in which you bid on keywords, craft text and or image based AD‘s and drive users who are looking for those keywords to your site.
Brick and Mortar – A physical store location as opposed to a web site. EXAMPLE: Walking in to a Wal-Mart is visiting a “brick-and-mortar”, but typing “walmart.com” into your browser is visiting their web site.
Conversion – When a person completes a desired action. For example if your primary goal for a page or campaign is to get people to sign up for a newsletter, then everyone who completes the sign up form is a Conversion. It is the basis of measuring the success of your efforts in most cases.
Conversion Page – A page carefully designed to make users complete a desired action, or Conversion. Quick example: If your conversion goal is to get people to download a free trial, then the conversion page would probably have a big button with a CTA that says “Download your free trial”. It would probably be Above The Fold and have a good description of what they can expect to happen when they click the button. It would likely also have trust signals among other things as well.
Conversion Rate – Could also be called “Conversion percentage”. Out of how many people that actually landed on your conversion page, the number that completed the desired action or Converted.
CPA – Cost Per Acquisition.
CPG – Consumer Packaged Goods.
CPM – Cost Per Thousand – “M” being the roman numeral for thousand.
CRO – Conversion Rate Optimization.
CTA – Call To Action. Common examples are big orange buttons that say “Click Here” or “Sign Up For The Newsletter!”.
CTR – Click through rate. This refers to how many people actually click on an AD or CTA (or something else they can click on that matters) versus impressions. Example: 100 people saw the page, only 1 clicked the BUY button. That’s a 1 percent CTR. Or 100 people saw the Adwords AD but only 10 clicked it. That’s a 10 percent CTR.
Impressions – How many times a user sees your page or AD.
Keywords – Words that are specifically about your website or web page. In a meta tag they are limited to a list of words. In a PPC campaign they usually would be in short groups arranged as you imagine a searcher would type them. For more info, see this post: Think Like Your Customers
KPI – Key Performance Indicator. Something you look at and measure to see if you are achieving success.
Meta Tag – The structure of an HTML page is beyond the scope of this reference, so if you are confused about anything here just go to W3Schools and learn about it. Here is what a meta tag might look like if your page was about selling red shirts: <meta name=”keywords” content=”buy red shirts, red shirt dealer, buy red shirts online, discount red shirts” /> . For more details see this post: Should I use the Keyword meta Tag?
PPC – Pay Per Click. You give someone money when a visitor clicks on one of your advertisements on a PPC provider’s network. Facebook and Google are two big ones.
ROI – Return on Investment. Example: If you spent (or INVESTED) $100 and you only made $30, that’s a BAD ROI. If you invested $1 and made $10, that’s a GOOD ROI. If you spent $1 and made $100 call me, I have a job for you.
SEM – Search Engine Marketing. Different from SEO
SERP – Search Engine Result Page. You know when you go to Google, type in a word and hit enter, it’s that list of blue links, short descriptions, and green URL’s – like this search: East Texas Web Design.
SEO – Search Engine Optimization. For a better definition, check this out: SEO Beginners Guide
SMB – Small to Medium sized Business.
Trust Signals – Things you can add to a page to help people to trust you. Examples include testimonials, guarantees, real address and phone number, active social media accounts, SSL Certificate (if taking Credit Card info), and anything else that will help potential conversions feel safe giving you their info.
USP – Unique Selling Proposition OR Unique Selling Position OR Unique Selling Point (depending on who you ask). The important thing is not what the “P” stands for, but the concept. It means “What sets you apart from your competition”, basically answer the question “Why should a potential customer buy from YOU and not your competitor?” What makes your service or product different? That’s what USP is all about.
UX – Stands for “User Experience”. I know, the second word doesn’t start with an “X”. Such is life.
VTC – View Through Conversion. This is one you won’t see very often. It has to do with a person who see’s an ad, and then directly converts, but never actually clicked the ad.