Marketing and CRM glossary
Short, plain definitions of the terms this site uses constantly. Each one is written to be true on its own, without reference to any particular product.
- Landing page
- A landing page is a single web page built around one action — a purchase, a booking, a form submission — with the navigation and the alternatives deliberately stripped out so the visitor has one thing to decide.
- Conversion funnel
- A conversion funnel is the sequence of steps between a first visit and a completed goal, described as stages so you can see how many people leave at each one.
- Lead capture
- Lead capture is the act of collecting a way to contact someone who has shown interest — usually an email address or a phone number — in exchange for something they want.
- CRM
- A CRM (customer relationship management system) is a database of the people who have interacted with a business, holding what each one did and what should happen next.
- A/B testing
- A/B testing is running two versions of a page at the same time, sending each visitor to one of them at random, and comparing the results to see whether the difference between the versions actually changed behaviour.
- UTM parameters
- UTM parameters are labels added to the end of a link — utm_source, utm_medium, utm_campaign — that travel with the click and tell an analytics tool where the visitor came from.
- SEO
- SEO (search engine optimization) is the practice of making a site easier for a search engine to find, understand and prefer, so that its pages appear for the queries they genuinely answer.
- Search engine indexing
- Indexing is the step where a search engine stores a page it has crawled so that the page can be returned in results — which is a separate decision from having crawled it.