Glossary Terms from Course 2, Module 1

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A/B testing

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A method of testing where two versions of content with a single differing variable are compared to determine which yields better results.

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Abandoned cart

Back

When a potential customer adds an item to their cart but doesn’t complete the purchase.

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Awareness stage

Back

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service.

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Consideration stage

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The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service.

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Content marketing

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A marketing technique that focuses on creating and distributing valuable content.

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Conversion rate

Back

The percentage of users or website visitors who take a desired action.

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Conversion stage

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The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown.

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Copy

Back

Any written material that encourages a customer to buy a product or service.

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Customer persona

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Represents a group of similar people in a desirable audience.

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Customer persona barrier

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What is preventing the customer from achieving their goal.