General Optipedia Optimization Glossary

A/A Testing

• Involves testing two identical versions of a webpage against each other using A/B testing

A/B Testing

• Method of comparing two versions of a webpage or app to determine which one performs better

A/B/n Testing

• Multiple versions of a page are compared against each other to determine which has the highest conversion rate

Above the Fold

• Part of a web page shown before scrolling
• Content below the fold requires scrolling

Account-based Marketing (ABM)

• Concentrates resources on a set of target accounts within a market

Ad Viewability

• Concept of how visible ads are to users
• For an ad to be considered “viewed” at least 50% of the banner must be visible to the user

Agile CMS

• Style of headless content management system focused on content development, creative collaboration, decision transparency and omnichannel delivery

App Personalization

• Process of building a mobile app with screens and experiences targeted at specific audiences

Average Order Value (AOV)

• Tracks the average dollar amount spent each time a customer places an order on a website or mobile app

B2B Commerce (Business-to-Business Electronic Commerce)

• Online sale of goods or services between businesses

Behavioral Science

• Study of human actions
• Also known as behavioral economics

Below the Fold

• Portion of a webpage that is not immediately visible without scrolling down

Blue-Green Deployment

• Software development technique using two production environments (blue & green) to make software deployment easier and safer

Bounce Rate

• Percentage of site visits that are single-page sessions, with the visitor leaving without viewing a second page
• Engagement metric

Brand Engagement

• Creation of attachments between consumers and brands

Brand Homes

• Experiential and interpretive venues designed to connect brands and consumers to build advocacy, foster community, and grow revenue

Bucket Testing

• Method testing two versions of a website against one another to see which one performs better

Call to Action (CTA)

• Prompt on a website that tells the user to take some specified action like a button or a link

Canary Testing

• Reduce risk and validate new software by releasing it to a small percentage of users

Click-through Rate

• Calculated by dividing the number of people who clicked on a given element by the total number of visitors to that page

Commerce

• Exchange of goods or services for money or its equivalent

Content Calendar

• Helps manage marketing activities

Content Delivery

• Channel and method a piece of content is shown to a user
• Examples include websites, APIs for apps, ad platforms, or TV channels

Content Hub

• Curated collection of branded content on a specific topic or subject

Content Hub Software

• Meta layer for a company's entire digital content arsenal - past, present, and future

Content Intelligence

• Technique which uses software and artificial intelligence to measure the impact of content and generate content strategy insights

Content Lifecycle Management

• Crucial for understanding a company’s content
• Technique for managing content from creation to obsolescence

Content Management Infrastructure (CMI)

• Process and platform for managing and often distributing content

Content Management System (CMS)

• Software used to manage content allowing multiple contributors to create, edit, and publish

Content Marketing Platform (CMP)

• Helps marketing teams coordinate content creation and delivery efforts across the organization

Content Recommendation Engine

• Process and platform that decides what content to recommend to individual users

Feature Rollout

• Software development process of introducing a new feature to a set of users

Feature Test

• Software development process of testing multiple variations of a feature to determine the best user experience

Feature Toggle

• Allows code to be turned “on” or “off” remotely without the need for a deploy

Growth Hacking

• Use of resource-light and cost-effective marketing tactics to grow and retain an active user base, sell products and gain exposure

Headless CMS

• Content management system that separates the backend content management from the frontend, presentation layer

Headline Testing

• Process of developing multiple title variations for an article or piece of online media

Heatmap

• Graphical representation of data that uses a system of color-coding to represent different values
• Shows where users have clicked on a page

Hero Image

• Oversized banner image at the top of a website

Hyper-personalization

• Using artificial intelligence (AI) and machine learning (ML) to create a customer experience that is unique to an individual

Inbound Marketing

• Marketing methodology designed to draw visitors and potential customers in

Information Scent

• Visual and textual cues that provide hints on what information a site contains

Integrated Marketing

• Process of delivering a consistent and relevant brand experience to your target audience across all marketing channels

iOS A/B Testing

• Process of running a controlled experiment comparing one or more variations of an iOS app against the original

Landing Page Optimization (LPO)

• Process of improving elements on a website to increase conversions

Lead Generation

• Process of generating consumer interest for a product or service with the goal of turning that interest into a sale

Lean Hypothesis Testing

• Approach to agile product development minimizing risk, increasing speed of development, and honing product market fit

Lifetime Value (LTV)

• Estimate of the average revenue that a customer will generate throughout their lifespan as a customer

Marketing Automation (MA)

• Replacement of repetitive tasks and manual marketing processes with automated solutions

Marketing Strategy

• Plan for achieving marketing goals

Marketing Technology Stack

• Grouping of technologies that marketers leverage to conduct and improve their marketing activities

Mobile App A/B Testing

• Practice of using A/B testing to test different experiences within mobile apps

Multi-armed Bandit

• More complex version of A/B testing that uses machine learning algorithms to dynamically allocate traffic to variations

Multivariate Testing

• Technique for testing a hypothesis in which multiple variables are modified

Multivariate Testing vs. A/B Testing

• Multivariate testing has many components that make up a variation using the experiment engine, whereas an A/B test has isolated variations made beforehand

Omnichannel Marketing

• Practice of promoting goods and services across multiple channels like search engines, social, and advertising

Online Marketing

• Practice of leveraging web-based channels to spread a message about a company’s products to its potential customers

Painted Door Test

• Creates the illusion of a feature or service without building it
• Also known as the fake door test

Personalization

• Creation of customized experiences for individuals

Product Ideation

• Process of generating, prioritizing, and implementing new features and hypotheses before building them out into a new product

Product Validation

• Process of confirming if the ideas, features, or products being built actually meet user needs and expectations

Progressive Delivery

• Allows companies to release code to small portions of their traffic and improve confidence in product decisions before rolling it out to everyone

Release Cycle

• Life cycle of developing, testing, and deploying a product update or a new feature into production

Type 2 Error

• Statistics term for an error made when no conclusive winner is declared between a control and a variation

Unique Selling Point (USP)

• Essence of what makes your product or service better than competitors

Usability Testing

• Method of evaluating a website’s or app’s readiness for release by testing it with real users

User Flow

• Path taken by a prototypical user on a website or app to complete a task

User Journey Map

• Diagram visually illustrating the user flow through your site

Value Proposition

• Essence of the value that your product or service provides to the customer
• Promise of benefits delivered

Viewable Impression

• Standard measure of ad viewability defined by the International Advertising Bureau (IAB) to be an ad

Virtual Event

• Event that involves people interacting in an online environment
• Also known as an online event, virtual conference, or livestream

Visitor Segmentation

• Process of dividing visitors to your website, viewers of digital ads, marketing email recipients, etc. based on specific criteria

Visual Editor

• Allows marketers to create and edit digital content visually

Web Analytics

• Measurement of data to understand user behavior across web pages
• Enables businesses to optimize site performance and improve user experience

Website Optimization

• Process of using controlled experimentation to improve a website’s ability to drive business goals

Website Personalization

• Process of creating customized experiences for visitors to a website

WYSIWYG

• Tools that allow marketers to create and edit digital content visually, standing for “What You See Is What You Get”

Test your knowledge of key digital marketing concepts such as A/B testing, account-based marketing, and app personalization. This quiz covers various strategies and metrics used in the online marketing landscape. Get ready to enhance your understanding of modern marketing practices!