You’ll be well on your path to mastering digital optimisation if you are familiar with these concepts.

A/B Testing: A marketing, business or design experience where two variations of an offer, a content asset or design element compete against each other to determine which yields the highest conversion rate.

Above The Fold: The part of a Web Page that a visitor can see without having to scroll. The content above-the-fold is what prospects will see when they arrive on your website. If it’s not appropriate, this can affect bounce rates.

Attention Driven Design: This is a method of using design elements in order to direct the attention of users to important areas, resulting in conversions. Techniques include contrast, emphasis, and encapsulation. For a Web designer Exeter, contact https://exeter.nettl.com/web-design/

Bounce Rate: The percentage of visitors who land on a site and then leave it without looking at any other pages. Bounce rate and conversion rate are usually inversely related.

CTA: A primary action desired by a company/enterprise. This could include completing a contact form or clicking on a button. In marketing, the CTA is known as an “ask”.

Continuance: A technique which leverages the momentum of a user from one conversion in order to generate a secondary conversion request. An example would be a share on social media from a confirmation page.

Coupling for Conversion: Consistent messaging across a digital campaign – starting with the sponsored search listings and ending on the landing pages.

Context: Ability to show how people will use a service or product in real life. Landing pages that are successful showcase and demonstrate products in action.

Fatigue from Decisions: A negative psychological impact and anxiety associated with having too many options, which increases the likelihood that a user will bounce.

Directional cues: Elements that direct visitors to calls-to action or key areas on a landing page or website. They can either be obvious (like an image of a person facing the CTA) or suggestive.