THE BLOG
Clickipedia: Conversion Funnel
POSTED ON 17 May 2012 BY Jamie LeastWhat it is: The steps visitors take through your online conversion path. This begins with the first page (usually a landing page or a home page) in your purchase process, which is the widest part of your conversion funnel.
Clickipedia: Google Analytics Event
POSTED ON 14 May 2012 BY Jamie LeastWhat it is: An action performed by a visitor to your site that's worth recording, but isn't classified as a page view. You can track these events through the ga.js tracking code and record their interaction with your website. The benefit? By not classifying them as "page views," you can avoid bloated or misleading page view counts that could skew your data.
Examples of Event Actions:
Clickipedia: Custom Variable
POSTED ON 26 April 2012 BY Sonja FoustWhat it is: In Google Analytics terms, a custom variable is a tag that you can insert in your tracking code in order to define additional segments to apply to your visitors (other than the ones GA already provides).
Clickipedia: Campaign
POSTED ON 19 April 2012 BY Sonja FoustWhat it is: In Adobe Test&Target terms, a campaign is your means of controlling what content to show to whom, and when to show it.
Clickipedia: Traffic
POSTED ON 12 April 2012 BY Sonja FoustWhat it is: In testing terms, your traffic is how many visitors and pageviews you get to your site or landing page.
What it's not: the only thing that determines if you can test-- you can still test with low traffic, but it can take longer!
Clickipedia: Target
POSTED ON 29 March 2012 BY Sonja FoustWhat it is: In Adobe Test&Target terms, targeting is the ability to display something different (content or campaigns) to different segments.
Clickipedia: Segment
POSTED ON 15 March 2012 BY Sonja FoustWhat it is: In Adobe Test&Target terms, a segment is a group of visitors who share a specific characteristic or set of characteristics-- like what browser they're using or what search engine they came from. Segments are primarily used to provide marketers with data and insights.
Clickipedia: Challenger
POSTED ON 1 March 2012 BY Sonja FoustWhat it is: In testing terms, we're talking about the design or copy (webpage, email, ad) that's going up against the control in your test.
What it's not: A complete redesign-- at least it doesn't have to be. A challenger can be as simple as a headline change, or as complicated as a complete redesign, and anything in between.
Clickipedia: Fold
POSTED ON 20 February 2012 BY Sonja FoustWhat it is: In terms of a website the fold is the spot where a viewer's web browser ends, forcing them to scroll to see the rest of the page beneath.
What it's not: As important as it used to be. Above-the-fold-or-die isn't a strict rule of marketing anymore because of factors like larger monitors and different viewing habits.
Clickipedia: Carousel Banner
POSTED ON 13 February 2012 BY Sonja FoustWhat it is: A banner or large image, usually at the top of a page, that rotates between 3 or 4 different messages.
What it's not: The typical type of ad banner that you usually think of when someone says "banner." These are actually banners with messaging from the company whose website you are currently looking at, so they're not ads, per se. They're more like varying value propositions.
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