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Glossary

Conversion Architecture
The process we use to plan visitor and customer conversion on a website. It is the organisation of the buying and selling processes married to the information flow. The focus is converting visitors to take action. It is similar to information architecture, which involves the design of organisation and navigation systems to help people find and manage information more successfully. A commercial website should both inform and convert your client into action. See Conversion Architecture to see how you can improve your bottom line.

Conversion Goal
Getting a visitor to your website to take an action that benefits your business in some way, the 'goal' is defined by your business. See Conversion Architecture to see how you achieve your business goal.

Conversion Goal Rate
The figure normally expressed as a percentage of visitors to your site that actually complete your conversion goal and land on the conversion goal page. This is the page after the conversion goal has been achieved. See Conversion Architecture to read through how we will achieve a better rate for you.

Conversion Rate
The percentage of visitors to a website who complete a process such as submitting a sales lead, making a purchase, viewing a key page of the site, downloading a whitepaper, or some other measurable action. For example, if out of 100 visitors who respond to an ad by clicking on it and coming to a landing page, two go on to complete and submit a form, the conversion rate for that program is 2%. Read our Conversion Architecture page to see how we can earn you more from your online marketing.

Landing Page
In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking a link or advertisement. Often, this page showcases content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines. See Conversion Architecture to find out why you should have internet marketing experts design these pages for you, to increase your customers taking action.

Marketing Collateral
Marketing collateral, in marketing and sales, is the collection of media used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective. Common examples include: Sales brochures and other printed product information, web content, sales scripts and product white papers. Take a look at our SEO/PPC page- where we explain why you need internet consultants to make a success of your web marketing and website development.

Marketing Mix
The marketing mix is generally accepted as the use and specification of the 4 Ps (product, place, price and promotion) describing the strategic position of a product in the marketplace. It has been added to and argued about but is generally regarded as a sound basic marketing model. Read the SEO/PPC or Copywriting Services pages to see how we can improve your marketing elements of the mix in other areas too.

Search Engine Optimisation (Optimization, US)
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines. See our Internet Marketing Services section find out how we can improve your website optimisation and UK SEO.

Web Analytics
Web analytics is the study of the behaviour of website visitors by website analysis. In a commercial context, web analytics especially refers to the use of data collected from a website to determine which aspects of the website work towards the business objectives; for example, which landing pages encourage people to make a purchase. See in our Web Analytics Page how we could do this for you to improve your web marketing strategy and ultimately your profits.