Scrabble words in a pile

Busting Marketing Jargon – Part 2

Once again, we return to the world of marketing jargon to help cut through the lingo that can leave your head feeling scrambled.

This time it is common terms and phrases you will often hear in marketing circles.

*You can visit Part 1 focusing on acronyms here


A/B testing

Often called split testing, A/B testing is a way of comparing two versions of an email, webpage, or other marketing tools against each other to see which is more successful. For example, in an email, your subscribers would be split into two groups. You would then send the same email to both groups but change the subject line to one group. By doing this, you’d be able to determine which subject line got your subscribers to open your marketing content.



With all the information received, it is important to measure your data. Analytics is information gathered from software such as ‘Google Analytics’, which can be used to work our trends or patterns in user behaviour. You can use this data to interpret and work out why certain things have happened on your site, such as a spike in website visitors. Understanding the data helps you make better and informed decisions.


Bounce Rate

There are two main bounce rates in marketing. The first is for a website, which is the percentage of people who come to your website and then leave without clicking on anything or going to another page. A high bounce rate generally means a poor conversion rate, as people are not staying to read your site, sign up or buy.

The second are email bounce rates, and these are when your email cannot be delivered. This could be due to an invalid email address, but it could also mean that there is a firewall on the server. This can be the difference between a hard and soft bounce.


Churn Rate

Churn is used to identify the number of customers a company loses in a given time period. It helps calculate the retention of customers and is an important tool in knowing the recurring revenue.

You can calculate it by dividing the number of customers lost in a time period by the number you had at the start of the time period.


Conversion Path

A conversion path is a sequence of actions that lead to someone achieving your marketing goal. This could be as simple as someone pressing a CTA button on your website and signing up for your newsletter through to someone seeing an advert, finding out more about your product and then purchasing your item.


Copy / Copywriting

Many of you might hear the word copy mentioned in marketing meetings. This is just another description for text content. Copywriting is the job of creating text content for your marketing material. Your copywriter has an important role to play, as getting the copy correct will have an impact on the success of your campaign.


Editorial Calendar

Planning your content, whether it is for social media or blogs is important, so you can cover all the things you need to for your business. It gives you time to think about what you want your business to say, and how you want to be seen. It doesn’t have to be prepared down to every word, but it gives you an outline, so you do not forget the important things. However, this should not stop you from being reactive and responsive.


Gated Content

We have all come across that article that tempts us in, but then we either need to sign-up or pay to see all the article. The gated content requires someone to be more interested or intrigued about your content to hand over their email or subscribe. This could give the user access to full articles, podcasts, webinars etc. Those who sign-up are likely to be high-value prospects as they are already interested in what you are offering.


Hamburger Menu

This might sound like you are going to a fast-food takeaway, but it’s an important piece of any website. A hamburger menu is the three stacked line icon that is part of the navigation on a website when viewed on mobile. Clicking the icon reveals the menu for your site. Having a responsive site that works for mobile and is easy to navigate is extremely critical for both your ratings within search engines, and your customers’ experience.



An infographic is a great way to display what can be complex data in simple, visual graphics, which make it easier to understand.


Keyword research

One of the most important things about having a website is making sure people can find it. By identifying terms and phrases that your potential customers will use on a search engine to find your website, and incorporating them into your content, you can positively influence your position in search engine rankings.


Landing page

This is a page from your website that is often used for lead generation. This could be encouraging users to sign-up for a newsletter, or to book an appointment or service. By someone filling them in, it opens the gate for you to be able to convert them from a lead to a customer.


Lead generation

Often abbreviated to ‘lead gen’ by some, this is the journey that starts with finding possible customers, enticing them and then converting them. It usually involves research and establishing a buyer persona.


Off-Page Optimisation

This is part of SEO that refers to incoming links and other factors outside your website that influence how a webpage performs on a search engine. The sharing of links is largely outside of your control, however, if you create great and engaging content, more people will be inclined to share your content.


On-Page Optimisation

Following on from Off-Page Optimisation, this part of SEO is focused on the webpage, checking that the page title, content, URL and images tags all fit with your preferred keywords and phrases.



This is a process to bring people back to your website by positioning targeted adverts at them as they continue to browse the rest of the internet.


Responsive design

As mentioned in ‘Hamburger Menu’, having a responsive website that adjusts to different screen sizes when you use it on different devices is crucial in the world of web and marketing. Search engines will punish you if your site is not responsive as more of us use our mobile to browse the net than ever before.


Unique Visitor

A unique visitor to a website is someone who visits a website within a specific period. Measuring unique visitors is a more accurate way to measure the reach of your site as if you visited a site 20 times in a month, your visit would only count once as a unique visitor, reflecting the number of opportunities to convert.


Web Content Outlines

This is the copy version of a website that has all the structure of the pages without the design. It will contain titles and body copy will have instructions for links and SEO information such as the page title and metadata.



A wireframe is the flip to your Web Content Outline. These are essential blueprint designs that focus on the structure and layout rather than the look and feel or content. They can be highly designed or sketched onto paper depending on the complexity of the website and design.