What is A/B testing?
Learn what A/B testing means, how a controlled marketing experiment works and which mistakes make test results unreliable.
Marketing glossary
Plain-English marketing definitions.
Clear marketing definitions, formulas and examples for UK business leaders.
What is answer engine optimisation (AEO)?
Learn what answer engine optimisation means and how to make useful business content easier for search and AI systems to extract and cite.
What is bounce rate?
Learn what bounce rate means, why analytics tools calculate it differently and how to diagnose a high bounce rate without guessing.
What is brand positioning?
Learn what brand positioning means, how to define it and how an SME can occupy a useful, distinctive place in customers' minds.
What is a buyer persona?
A practical explanation of buyer personas, what they should contain and how they differ from target audiences and ideal customer profiles.
What is a call to action?
Learn what a call to action does, how to write one and why a clear next step matters more than a collection of competing buttons.
What is click-through rate (CTR)?
Learn what click-through rate means, how to calculate CTR and how to interpret it across search, email and social campaigns.
What is conversion rate?
Learn how to calculate conversion rate, choose the right denominator and interpret conversions without confusing activity with business value.
What is cost per click?
Learn how cost per click is calculated, how CPC pricing works and why cheap clicks do not necessarily produce affordable customers.
What is cost per mille (CPM)?
Learn what CPM means, how to calculate it and when this advertising metric is more useful than clicks or conversions.
What is customer acquisition cost?
Learn how to calculate customer acquisition cost, which sales and marketing costs to include and why CAC needs commercial context.
What is a customer journey map?
Learn how a customer journey map shows customer goals, actions, questions and touchpoints, and how it differs from a marketing funnel.
What is customer lifetime value?
Learn how to estimate customer lifetime value using revenue, gross margin and customer lifetime, and how LTV supports acquisition decisions.
What is generative engine optimisation (GEO)?
Learn what generative engine optimisation means and how SMEs can make credible content easier for AI answer systems to discover and cite.
What is an ideal customer profile?
Learn how an ideal customer profile defines strong-fit B2B accounts and how an ICP differs from a target audience or buyer persona.
What is a landing page?
Learn what a landing page is, how campaign landing pages differ from normal website pages and which elements help visitors decide.
What is a lead magnet?
Learn what a lead magnet is, when contact details are a fair exchange and how to create a resource that attracts suitable prospects.
What is marketing attribution?
Learn how marketing attribution assigns credit across a customer journey, where common models fail and how SMEs can use it responsibly.
What is a marketing funnel?
A plain-English guide to marketing funnels, their stages, conversion rates and the limits of using a funnel to describe how customers buy.
What is a marketing qualified lead (MQL)?
Learn what an MQL is, how marketing qualification works and how SMEs can define useful handover criteria with sales.
What is return on ad spend?
Learn how to calculate return on ad spend, what ROAS does and does not measure and why revenue attribution needs careful interpretation.
What is a sales qualified lead (SQL)?
Learn what a sales qualified lead is, how SQL criteria differ from MQLs and how SMEs can qualify opportunities consistently.
What is a search engine results page (SERP)?
Learn what a search engine results page contains and how SERP features affect SEO, paid search and the clicks your business receives.
What is search intent?
Learn what search intent means, how to recognise it and how SMEs can match content and landing pages to what searchers need.
What is share of voice?
Learn what share of voice measures, how to calculate it across marketing channels and why visibility should be interpreted with context.
What is social proof in marketing?
Learn how social proof reduces buyer uncertainty, which evidence is credible and how SMEs can use reviews, case studies and endorsements well.
What is a target audience?
Learn what a target audience is, how to define one and how it differs from a market segment, buyer persona and ideal customer profile.
What is a unique selling proposition?
A practical guide to unique selling propositions, with an SME example and the difference between a USP, value proposition and slogan.
What are UTM parameters?
Learn what UTM parameters do, how to use the five common tags and how consistent campaign tracking improves marketing analysis.
What is a value proposition?
Learn what a value proposition contains, how it differs from a slogan or USP and how to develop one that buyers can recognise and believe.