Empower Your Digital Marketing Knowledge: 10 Glossary Terms You Need to Know

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Empower Your Digital Marketing Knowledge: 10 Glossary Terms You Need to Know

As a small business owner, it’s easy to feel overwhelmed by the number of things you need to know. Digital marketing is one of them – it’s essential for reaching your ideal customer online. It also has many facets, so it can be hard to know where to start. It’s even likely you might outsource your workload to experts – like building or updating your website. Without the right knowledge, it’s easy to be taken advantage of or ask for the wrong thing which can waste your time and money. We’ve created a cheat sheet of terms to empower you, so you can confidently understand digital marketing language.

Abandoned Cart

When a customer adds a product to the online shopping cart of an e-commerce site but doesn’t go to checkout and complete the purchase. Customers may abandon because they aren’t ready to buy. Instead, they’re using their cart as a wish list as they shop around and compare prices.

Above the Fold

The part of a web page shown before scrolling.


Links on websites other than your own that go back to a page on your website. Backlinks are also called inbound links because they represent traffic coming to your website from somewhere else. The quality and quantity of your backlinks can help you rank higher in search engines such as Google. Backlinks from reputable sources add to your credibility and relevance, while ones from less trusted sources can affect your search engine results ranking.

Bounce Rate

The percentage of visits to your website where only 1 page was viewed. When we say users bounce, we mean they viewed a page of your site or a landing page but didn’t engage further. They didn’t click on links or view more pages. There are methods for improving your pages so more users stick around such as faster loading times, creating multiple landing pages to fulfil different customer needs and good user experience.

Call-to-Action (CTA)

A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to take specific action. An example of a CTA is “Subscribe Now.”

Click-Through Rate (CTR)

The percentage of users who click on the link in your digital marketing message after seeing it. For example, if 10,000 users see your ad, and 10 users click on it, your click-through rate (CTR) is 0.1%. The same math applies to links within marketing emails, landing pages, and social media. CTR is a key success metric for an advertising campaign.

Cost Per Click (CPC)

A fee that a website publisher charges to serve your paid ads on its site. Instead of paying for your ads to simply show up, you only pay when the audience interacts with them. Google is a major publisher of cost-per-click (CPC) ads.

Email Automation

The use of predefined rules to trigger email messages based on specific actions customers take – or don’t take. Some examples include a welcome email that sends when a customer signs up for a mailing list, or a quick reminder that the customer placed something in their cart but never finished checking out. Email automation takes repetitive tasks off your to-do list to free up your time for other valuable tasks, such as responding to customer questions. It can help customers learn more about your brand, encourage them to keep coming back, or remind them of why they bought from you in the first place.

Landing Page

A standalone web page that potential customers can land on when they click through from an email, ad, or other digital location. A landing page aims to capture information from contacts in exchange for something of value, such as a retail offer code or business-to-business (B2B) insights in the form of a white paper. Landing pages are different from other web pages in that they don’t live in the navigation menu of a website.

User Experience (UX)

How a person feels about using a product or service. The discipline of user experience (UX) makes digital experiences efficient, effective, and sometimes entertaining. In the world of digital marketing, UX is often equated with optimizing the user interface (UI) on the website. For example, e-commerce companies want to know about the browsing and checkout experience on their websites.

Thanks to Mailchimp and HubSpot for the information.

Victoria is a digital marketing and social media specialist, and one of our Digital Solutions advisors. Learn more about the program and how it can help your business here

Looking to improve your digital marketing strategy? Book in for a free 15-minute consultation with Victoria here.

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