Technology Glossary for Business Owners

Digital Marketing Strategy SEO

A/B Testing

A/B testing is a method of comparing two versions of a web page to see which one performs better. Typically focused on incremental changes, A/B tests allow businesses to make small adjustments to their web pages and see how those changes impact conversion rates.

Content Strategy

Your website’s content strategy is both a component of your SEO strategy and is the underpinning of your messaging and positioning. It should be focused on your target audience – who they are, what are they looking for when they visit your site, and what information are they looking for. Consider the types of content that will be most effective and make regular updates to encourage customers to come back for more.

Conversion rate

Conversion rate is the percentage of website visitors who take an action, such as buying something or submitting a form on a landing page. This helps understand how much of your traffic is converting from simply visiting your website to engaged user. 

Conversion rate Optimization (CRO)

Conversion Rate Optimization is the process of looking elements the effect a user’s engagement with your site. Those elements include ecommerce transactions, landing pages, call to actions, forms navigation, and site speed. Fine tuning these elements involves making an alternate version of the element and test each against each other, A/B testing. The more successful version is then used. 

Customer Lifetime Value (CLV)

CLV (customer lifetime value) is an estimate of the net profit from the entire future relationship with a customer.

Return On Ad Spend (ROAS)

ROAS (return on ad spend) is the total revenue generated from ads divided by the amount spent on those ads; it measures how effective your digital ad campaigns are in driving revenue.


SEO, or search engine optimization, is reviewing and making changes to web content to improve the visibility and ranking of a website or page on search engine results pages (SERPs) to improve the visibility of the site and web traffic. It is a means of increasing traffic to a site by improving its organic or unpaid search results. The effectiveness of SEO can be measured by analyzing rankings, traffic, and lead generation. Higher rankings signify greater visibility, which leads to more traffic, more clicks, and more conversions.

Unique Monthly Visitors

Unique Monthly Visitors is measurement that is part of website analytics.  The metric that shows how many unique or distinct people viewed a website in a month.  A different metric, for example, is  page views which shows the number of pages viewed by all visitors, regardless of the number of engagements.

User Interface


The user interface is how the site and pages are structured, how the users to interact with a website. It needs to be both inviting and frictionless. By tracking how users interact with the site interface, you can identify trouble spots and make necessary improvements.

Website Analytics 

Website analytics refers to the measurement, collection, reporting, and analysis of data to drive the optimization of websites and pages. Frequently called “Google Analytics”. Business owners can understand how people are getting to their site, what they are doing on the site, and if business objectives are being met. Analytics can also provide insights into which parts of the site are most popular, and which ones might be having difficulty loading or functioning properly. Analytics data shows how to improve user experience and increase the number of return visitors.

By Gabriella Della Corte | June 2022 | Categories: Digital Marketing Strategy, Glossary