Glossary of Conversion Marketing

Important terms in conversion marketing:

This glossary of conversion marketing contains 274 conversion, psychological biases and neuroscience terms that are used in website optimisation. It also includes many examples from A/B optimisation tests.

Please email us at info@conversion-uplift.co.uk if you would like to suggest other conversion or psychological terms that should be included in the glossary.

In this glossary you will find many examples of how conversion marketing is successfully implemented in the real world.

To help you quickly find what you want you can jump to the letter you need by clicking on the letters below.

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A  B  C  D  E  F  G  H   I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z

A.

A/A Test

A/B or A/Bn Test 

Above the fold 

Accelerated Mobile Pages (AMPs)

Adaptive design

Ad Blocker 

Ad Group 

Ad Ranking

Affect Heuristic 

Affiliate 

Affiliate Program

Affordance

Ambiguity Effect 

 

Anchoring

Anchor Price

Anticipatory Design

Artificial Intelligence (AI)

Attention

Attentional Bias

Attention-Driven Design

Autonomy

Authority

Autoresponders 

Availability Cascade 

Availability Heuristic

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B:

Backfire Effect

Back End

Back Links

Bandit Testing 

Bandwagon Effect

Banner Ads

Banner Blindness 

Base Line 

Base Rate Fallacy

Bayesian A/B Testing

 

Behavioural Economics

Belief Bias

Bias Blind Spot

Bounce Rate

Branded Vertical

Broad Match

Brochureware

Butterfly Effect

Buyer Legends 

Buy-Now Effect

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C:

Call-To-Action (CTA)

Card sorting 

Category Bias

Central Limit Theorem

Centre Stage Effect 

Cheerleader Effect

Choice Architecture

Choice Overload

Choice Supportive Bias 

Click Through Rate (CTR)

Click Stream

Cloaking

Clustering Illusion

Cobra Effect

Cognitive Bias

Cognitive Dissonance 

Cognitive Ease

Cognitive Schema 

Cognitive Strain

Commitment & Consistency

Completion Bias

Concatenation

Confidence Level

Confirmation Bias 

Confirmation Email

Confirmation Page

 

 

Conjunction Fallacy

Congruence

Congruence Bias

Conservatism (Bayesian)

Content Delivery Network (CDN)

Contextual Marketing

Continuous Variable

Contrast

Contrast Effect

Control Page

Conversion

Conversion Attribution Modelling

Conversion Coupling

Conversion Journey

Conversion Rate

Conversion Rate Optimization

Cookie

Cost Per Acquisition (CPA)

Cost Per Thousand Impressions (CPM)

CRM

CSS Sprite

Customer Journey Map

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D:

Decoy Effect

Deep Link

Deep Linking

Defaults 

Design Of Experiments (D.O.E)

Directional Cues

 

Discoverability Marketing

Discrete Variable

Disfleuncy

Distinction Bias

Dunning-Kruger Effect 

Dynamic Content 

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E:

Ego Depletion 

Email Marketing

Empathy

Empathy Gap

Encapsulation

 

 

Endowment Effect 

Evolutionary Algorithm

Exact Match

Explicit Goals

Eye Tracking

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F:

First-Party Cookies 

First-Time Deposit

Fitts’ Law

Flow State 

Focusing Effect (or Illusion)

Fogg Behaviour Model

Forer Effect

Form

Fractional-Factorial

 

Frame

Framing

Free

Friction

Front-End

Full Factorial 

Functional Fixedness

Fundamental Attribution Error

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G:

Gall’s Law

Gamification 

Geo-Fencing

Geometric Progression

Geo-Targeting

 

Goal Gradient Effect

Gross Margin Contribution

Groupthink

Growth Hacking

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H:

Hamburger Icon

Happy Path

Hedonic Framing 

Hedonic Treadmill

Herd Instinct 

Hero Image 

Heuristics

 

Hick’s Law

Hindsight Bias

Home Page

Hostile Media Effect

Hot-Hand Fallacy

Hyperbolic Discounting

Hypothesis

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I:

Identifiable Victim Effect

IKEA Effect

Illusion of Control

Implicit Association Test

Implicit Goals

Implicit Research

Inclusions & Exclusion Test

Independent Variable

Inertia

Inferential Statistics

 

Information Bias

Information Foraging Theory

Information Scent

Inline Validation

Innovation Test

Interruption Marketing

Interstitials 

Iterative Testing

Inverted Pyramid

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J:

JavaScript

K:

Keyword Research

L:

Landing Page

Landing Page Optimization 

Latent Conversion

Latin Squares

Law Of Small Numbers

Lifecycle Stage

Lifetime value (LTV) 

Lift Model

 

 

Live Chat

Likert Scale

Link Re-Targeting

Loan Words

Local Maximum

Long Tail Keyword

Loss Aversion

 

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M:

Main Effects

Management By Exception

Margin of Error 

Martech 

Mastery

Maxima & Minima 

McNamara Fallacy

Mental Accounting

Mere Exposure Effect

 

Micro Conversions

Microsite 

Mirror Site

Mobile First

Mobile Optimisation

Mobile Optimised Copy

Monochronic

Motivation

Multi-Armed Bandit

Multivariate Test

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N:

Narrative Fallacy

Negative interaction

Not Invented Here Bias

 

Nudge

Null hypothesis

 

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O:

Open Rate

Organic

Outliers

 

 

Output Variable

Overjustification Effect

 

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P:

Paradox of Choice 

Pareto Principle

Peripheral Vision

Permission Marketing

Persona

Personalisation

Play Money Player 

Polychronic

Post-Conversion

 

 

Positive Interaction

Pre-Mortem

PPC (Pay-Per-Click)

Priming

Private Blog Network

Product Defect

Product Enhancement

Prospect Theory

Proximity

Pull Marketing

Purpose

Push Marketing

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Q:

Qualitative research

 

Quantitative research

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R:

Real Estate Tests

Real Money Player

Recipe

Reciprocation

Regression To The Mean

 

Relevance

Retargeting

Responsive Design

Risk Reducer

 

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S:

Salesforce

Saturated Main Effect 

Scarcity

Search Engine Optimization (SEO)

Search Engine Results Page (SERP’s)

Search Engine Spiders

Selective Perception

Self efficacy

Server-Side

Session Replay

Shiny new thing syndrome

Simpson’s Paradox

 

Social Norms

Social Proof

Splash Page

Split Path Testing

Split Test

Squeeze Page

SSL (Secure Sockets Layer)

Status Quo Bias

Sunk Cost Fallacy

Survivorship Bias

System 1

System 2 

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T:

Taguchi Method

Testimonial 

Third-Party Cookie

Throttling

Thumbnail Image

 

Time Series

Tool Tips

Transactional Email

Tree Testing

Trust

 

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U:

Uplift 

Urgency

Usability Problem

Usability testing

 

User-Centred Design

User Experience (UX)

User Intent

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V:

Value Exchange

Value Proposition

Vanity Metrics

Variable Interaction

 

 

Variance

Visual Hierarchy

Volition

 

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W:

Web Analytics

Web Conventions

 

 

White Space

 

 

Z:

Zero Price Effect

 

Z-score

 

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Conversion rate optimisation is central to all digital marketing activity as it determines how successful you will be in helping visitors achieve their goals and it also allows you to grow your business. As a result conversion marketing now covers a diverse range of skills and activities, from design, web analytics, human psychology, user experience, usability testing, customer research, competitor analysis and neuroscience. This glossary of conversion marketing is designed to assist you in understanding key terms and provides some real life examples for you to use in your day-to-day conversations.