- A/B testing
- Showing two versions of something to different visitors to see which performs better.
- Bounce rate
- The share of visits that leave without interacting beyond the first page.
- Call to action (CTA)
- The button or link that tells a visitor what to do next.
- Click-through rate (CTR)
- The share of people who saw something and clicked it, shown as a percentage.
- Content gating
- Asking for contact details before giving access to a piece of content.
- Conversion rate
- The share of visitors who complete a goal, such as signing up, shown as a percentage.
- Double opt-in
- A two-step sign-up where the visitor must confirm their email address from a message you send.
- Embed code (script tag)
- A line of code you paste into your site so a tool can load on your pages.
- Exit-intent popup
- A popup shown when a visitor's behaviour suggests they are about to leave the page.
- Gamification
- Adding game elements, such as a spin wheel or scratch card, to a marketing step.
- In-article offer
- A card placed inside the body of an article, matched to what the reader is reading.
- Lead capture form
- A form that collects a visitor's contact details, usually in exchange for something useful.
- Lead magnet
- A free resource, such as a guide, checklist or template, offered in return for contact details.
- Lead qualification
- Deciding how likely a lead is to become a customer, based on what they tell you or do.
- Notification bar
- A thin bar at the top or bottom of the page used for announcements and offers.
- Opt-in
- A visitor's explicit choice to receive communication from you.
- Personalization
- Changing what a visitor sees based on who they are or what they are reading.
- Scroll-triggered popup
- A popup that appears after a visitor has scrolled a set distance down the page.
- Segmentation
- Grouping visitors or contacts by shared traits so each group sees a relevant message.
- Slide-in
- A small box that slides in from a corner of the screen rather than covering the page.
- Social proof
- Evidence that other people use or like your product, such as reviews or customer counts.
- Time-delay popup
- A popup that appears a set number of seconds after the page loads.
- UTM parameters
- Tags added to a link so analytics can show which campaign sent each visit.