The digital marketing industry evolves at a rapid rate, and knowing what each term means is key to making sure you understand what’s going on, as well as how your strategies may be affected. To make things easier for you, we’ve put together this handy list of terms and definitions so that you stay on top of every change or update that the industry goes through within the next few months.
Also known as split testing, A/B testing is used in e-newsletters, social ads, email subject lines, landing page copy, and calls-to-action. This is when two versions of something are shown to visitors to see which one is more effective and performs better. Digital marketers have noted that the difference between positive and negative results can be as small as the colour of a button or as big as a major change in copy. The main reason for conducting A/B testing is to know which version of your digital marketing efforts has a greater chance of getting the results you’re looking for.
Marketing automation refers to software used by marketing departments and businesses to take repetitive tasks and automate them. An example of such software is Hubspot, which has seen remarkable growth over the past few years due to being able to offer businesses this simplification. Automation is generally used together with lead nurturing. Users will be sent information based on their online behaviours.
A bounce rate is the ratio of how many visitors leave after landing on your website. When we talk about bounce rate, we refer specifically to visitors who visit the site but don’t click through to any other pages or take any other actions.
So, they land on a page, and then leave. As such, it’s generally better to have a low bounce rate than a high one. However, this depends entirely on the content – some pieces, like press releases or contact pages, will have significantly varying bounce rates as it’s likely that users landed on those particular pages for different reasons.
Conversion rate refers to the percentage of people who perform the desired action on your social media ads or website. This doesn’t simply mean converting those who aren’t yet customers into customers. It could also include converting web visitors or marketing-qualified lead into a sales lead. For example, if you’re hosting an event and post ads for it on Facebook, and then 10,000 people end up seeing the ad, but only 1,300 people actually signed up for the event, the ad conversion rate is then 13%.
This term is a broad one. A landing page is any page on your website that gets online traffic from anywhere other than the existing pages on your site. This is where the name “landing” comes from.
Usually, landing pages are made up of copy, images, and a form, but the content that exists on them can be varied. These pages are used to persuade visitors to do something, like sign up for a newsletter, play a game like online roulette or buy a product. From the landing page you should be able to navigate to all the other pages of a site with ease.