Instapage Glossary
Instapage has compiled a list of the terms and definitions every digital marketer needs to know to stay in tune with an ever-changing industry
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A
A/B Testing
A/B testing (aka split testing) allows you to compare multiple versions of a page to see which one converts better. To be a true A/B test, you must test only one element at a time (e.g. long copy vs. short copy, images vs. no images, red button vs. blue button, etc.) For your testing results to be reliable you must run the test until you reach statistical significance.
Abandoned Cart Email
An abandoned cart email is used to reach out to potential customers who have placed products from your e-commerce website into their cart, but left your website without completing the checkout process.
Above the Fold
“Above the fold” refers to the visible portion of a web page in a browser window that an internet user sees when they land on it. Everything that the user has to scroll down to see is considered “below the fold.”
Account-Based Marketing
Account-based marketing methods focus on targeting just a few, typically bigger, customer accounts at once with a more personalized approach, unlike traditional marketing, which focuses on maximizing a business’s audience in order to gain as many customers as possible.
Ad Exchange
An ad exchange is a platform that facilitates the sale of advertising space from publishers to advertisers through real-time bidding.
Ad Extensions
Ad extensions help make your online search ads more robust, by adding click-to-call buttons, review links, app download links, and more. Together they help increase your ad’s visibility and click-through rate while contributing to your overall Ad Rank.
Advertising Landing Page
An advertising landing page is a landing page that is used specifically to draw traffic from a paid advertisement on Facebook or on the Google Search and Display Networks, for example.
Affiliate Marketing
Affiliate marketing is a system in which businesses encourage people to market a product or service on their behalf in exchange for a commission.
AMP
AMP stands for "Accelerated Mobile Pages," an open-source initiative led by Google that allows advertisers to build mobile web pages that load in an instant, using stripped-down HTML and minimal JavaScript features.
Anxiety
In digital marketing, anxiety refers to the uncomfortable feeling that prospects get when they’re confronted with an offer they don’t fully trust on your web page. Anxiety can be combated with landing page elements like social proof and security badges.
API
An API, or “Application Programming Interface,” allows two applications to communicate with each other to complete complex tasks. For example, Bitly has an API that allows you to automatically shorten hyperlinks within Twitter’s publishing tool, Tweetdeck, without leaving the the dashboard.
App Landing Page
An app landing page is a standalone web page created specifically for the purpose of driving downloads of an app.
Audit Log
An audit log (or audit trail) is a detailed, chronological record of actions taken in a procedure or adjustments made to a project. They’re common in fields, like design, where collaboration is key to success. Within Instapage, the audit log feature automatically tracks the actions your staff and clients have taken throughout the landing page design process.
AWeber Landing Page
An AWeber landing page is a standalone web page that uses persuasive elements like trust badges, compelling headlines, and engaging media to convince its visitors to convert (buy a product, download an ebook, sign up for a newsletter, etc). Users land on the page after clicking a link in an email created with the AWeber email marketing service.
B
B2B vs B2C Marketing
B2B marketing refers to businesses that market their services to other businesses, whereas B2C marketing is short for “Business to Consumer Marketing” where businesses market their services to consumers.
Banner Ads
Banner ads are image ads on websites that appear as a banner in a rectangular or square format. Regularly these are oriented horizontally, but they can be oriented vertically as well. Vertically they're known as "skyscraper ads."
Below the Fold
“Below the fold” refers to the portion of a web page that’s only viewable after scrolling down in a web browser. “Above the fold” refers to the section of a web page that’s within view on the screen when an internet user lands on the page.
Bing Ads
Bing Ads are advertisements deployed across Microsoft's Bing network. Those include text and display ads on search engine results pages, and display ads on various websites associated with Bing.
Bing Advertising
Bing Advertising involves the paid circulation of marketing messages across Microsoft's Bing network: on search engine results pages and various web publishers associated with Microsoft.
Blog
A blog is a routinely updated web page on which articles about news, educational information, and entertaining content is shared by a particular person or company. Blogging allows marketers to rank highly on search engines for long-tail keywords, establish authority, and demonstrate expertise on a given subject. Blog subscribers typically get notified of new articles via RSS feed or email shortly after a new article is published.
Branded Email Notifications
Branded email notifications are a way to prove your value to clients and executives by notifying them of every lead you generate on their behalf. With Instapage, the ability to send branded emails comes built-in.
Business Landing Page
A business landing page is a standalone web page built by a business which uses persuasive elements like testimonials, hero images, and trust badges to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc).
Buyer Persona
A buyer persona is a representation of your target customer based on detailed market research. They include demographics like age, gender, job title, buying behavior, etc.
C
Call-to-Action
A call-to-action is a word or phrase that’s intended to provoke an immediate response by the reader, like “Sign Me Up” or “Download My Ebook.” A call-to-action can be displayed as hyperlinked text on a web page or a visual element such as a button or banner ad.
Call-to-Action Button
A call-to-action button is a button that, when clicked, completes the conversion process for a prospect so they can redeem your offer.
Campaign Landing Page
A campaign landing page is a standalone web page that uses persuasive elements like hero images, benefit-oriented copy, and social proof to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc) related to a specific marketing or advertising campaign.
Canonical URL
A canonical URL is the URL that website owners choose to have indexed by search engines. For example, search engines interpret “www.example.com” as the same URL as “example.com.” To signify which page you want to be indexed by Google and Bing, it’s recommended you set a canonical URL tag for the page. Doing this helps to identify the original page and reduce duplicate content.
Clarity
Clarity refers to a landing page’s design based on its goal. When a clear design is used, elements are built around the call-to-action button to guide visitors toward it, and increase the likelihood it gets clicked. Images and headlines draw visitors in, visual cues like arrows and bright button colors guide them toward the CTA, and compelling language gets them to click.
Click-Through Landing Page
A click-through landing page serves as an introduction to your offer. It’s a standalone web page that’s designed to give your prospect all the information they need to decide whether or not to redeem your offer on the following page.
Click-to-Call Button
A click-to-call button is a phone number on a web page that can be turned into a link with the help of a simple tag. Prospects can then click that button to call you directly from their mobile phone, or from their computer with the help of software like Skype.
CMS
A CMS (Content Management System) is software used to easily publish, edit, remove, and manage content on a website, such as blog posts and web pages, all from one central location.
Cohort Analysis
Cohort analysis refers to the process of breaking down data into smaller groups for analysis — like age group, gender, etc, for example — as opposed to examining it as a whole.
Collaboration
Collaboration refers to the process of working together to achieve a common goal. Today, marketing teams and agencies rely on tools like the Instapage Collaboration Solution to streamline workflow when they’re challenged with a vast amount of client work. The solution allows the entire team to make edits, add comments, and collaborate on the same landing page in real-time to publish faster than ever before.
Coming Soon Landing Page
A coming soon landing page is a standalone web page designed specifically to inform a visitor about a product or service that is not yet available to the public, but will be soon.
Consistency
Consistency, in landing page marketing, refers to the message match between an ad and a landing page, and the cohesiveness of a landing page’s elements. To maximize prospects’ trust and minimize confusion, the content of a landing page should match the ad it’s linked to, and the elements on the page should all be related to the offer.
Content Marketing
Content marketing is a form of marketing that centers around content and promotion, such as blogs, ebooks, white papers, podcasts, webinars, and more. Its purpose is to create and distribute valuable content to target audiences in order to drive customer action.
Conversion Goal
A conversion goal is the result a landing page has been designed to produce. For lead capture landing pages, the conversion goal is to capture a lead. For click-through landing pages, the goal is to get prospects to click through to the next page. A registration landing page’s goal is to get prospects to register, and so on and so forth.
Conversion Psychology
Conversion psychology refers to the practice of using psychological principles, like scarcity and exclusivity, to convince prospects to take the desired action on a web page.
Conversion Rate
Conversion rate is the percentage of people who visit your web page that convert on your offer. Conversion rate is calculated by dividing the number of people who have converted over the number of people who have visited your page.
Conversion Rate Optimization
Conversion rate optimization refers to the process of improving any of the factors that affect how many people take action on your page. Examples include A/B testing, improving a headline, changing the CTA button, text size, etc.
Conversion Ratio
On a landing page, conversion ratio refers to the number of places to click compared to the number of conversion goals. Ideally, the ratio is 1:1, meaning there’s only one place to click on your landing page: the link that accomplishes your conversion goal. On the majority of landing pages, that link is a call-to-action button.
Copywriting
Copywriting refers to the act of writing to drive reader action. Any piece of written content that is meant to get a reader to do something specific — to buy, sign up, download, etc. — is considered persuasive copywriting.
Countdown Page
A countdown page is a web page that uses a countdown timer from a certain number or date to indicate the beginning or end of an event or offer. This type of page also helps create urgency in generating more conversions because “time is running out.”
Countdown Timer
A countdown timer is a virtual clock on a landing page that counts down from a certain number or date to indicate the beginning or end of an event or offer. This page element helps create urgency in generating more conversions because “time is running out.” Countdown timers can also be used to count down to when an offer becomes available at a specific date and time.
CPA Landing Page
A CPA (cost-per-action) landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and engaging media, to convince its visitors to take a specific action — like sign up, buy, or download. It’s based on the CPA advertising model in which businesses pay advertisers a predetermined amount of money for every action they’re able to generate.
CRM
CRM (Customer Relationship Management) refers to software that helps businesses deliver targeted, personalized experiences to customers depending on their stage in the customer buying cycle.
Cross-Channel Advertising
Cross-channel advertising refers to the practice of disseminating paid messages to prospects across multiple devices such as desktop and mobile and channels like social media, search, and display.
CSS Editor
A CSS editor (Cascading Style Sheet editor) is a tool that allows you to fine-tune the visual details of any website on the back-end, so you can meet any graphic guidelines right down to the last pixel.
Custom Fonts
The use of custom fonts from services like Adobe Typekit and Google Fonts allow you to create more on-brand marketing collateral, instead of settling for the web’s most basic fonts.
Customer Acquisition
Customer acquisition is the process of gaining new customers through various channels. Paid ads, social media, word-of-mouth, and email marketing are just a few examples of ways businesses can bring on new customers.
Customer Activation
Customer activation refers to the act of motivating customers to fully realize the benefits of the product they are testing, hence increasing their overall engagement. The result could be generating a new customer or re-engaging an inactive one. Whatever it is, activation happens when a customer becomes enthusiastic about your product or service through relevant marketing by fully understanding its benefits (the elusive 'aha!' moment).
Customer Engagement
Customer engagement (CE) is the process of establishing an ongoing connection and interacting with customers to keep them engaged and informed throughout the buying cycle.
Customer Lifetime Value
Customer lifetime value (CLTV) is a way to predict how much net profit a customer is worth over their lifetime relationship with your company. The most basic formula is: (average value of sale) x (number of repeat transactions) x (average retention time for a typical customer).
Customer Match
Customer Match is a targeting capability in Google AdWords which allows advertisers to reach their customers with advertisements by uploading a list of customer email addresses. Additionally, Google can create an audience of similar prospects from that list, so that advertisers can reach an untapped group of people similar to their current customers.
Customer Retention
Customer retention refers to the process a company uses to keep its customers loyal, and from doing business with competitors. While most businesses consider customer acquisition to be their main method of growing revenue, studies have shown that it's customer retention that provides the biggest boost.
D
Data Analytics
Data analytics is a method of collecting qualitative and quantitative data like website visits, bounce rates, conversion rates, etc., and drawing conclusions from it for the purpose of making informed marketing decisions.
Data Management Platform (DMP)
A data management platform (also known as a DMP) is software used to build specific advertising audiences with detailed first and third-party data, serve those audiences highly tailored ads, and afterward, analyze campaign results.
Data Visualization
Data visualization is the representation of data in a visual format, such as a graph or table, so that decision makers can make educated decisions based on the data. This visual format is important because it helps people comprehend abstract ideas and learn any new patterns that may exist.
Data Warehouse
A data warehouse is a large collection of data acquired from multiple sources that’s used to guide business decisions through analysis.
Demand-Side Platform (DSP)
A demand-side platform (also known as a DSP) is software used by advertisers and agencies to buy mobile, search, and video ads from a marketplace on which publishers have listed advertising inventory using a supply-side platform.
Demographic Targeting
Demographic Targeting refers to targeting an advertising campaign toward an audience based on their demographics like age, sex, marital status, etc.
Digital Customer Experience
Digital customer experience refers to the experience an internet user has when consuming your business’s digital content. Emails, website content, landing pages, ebooks, infographics, white papers — these are all examples of content that affect your customer’s digital experience. The better experience your customers have, the better your business will perform.
Digital Marketing
Digital marketing is any and all marketing operations that take place online, including but not limited to pay-per-click (PPC), search engine marketing (SEM), email, Facebook marketing, mobile marketing, and display advertising.
Directional Cues
Directional cues are visual aids, like arrows or the gaze of a model in a photo, which point toward the most important elements on a page. On a landing page, directional cues would point to your form and call-to-action button.
Display Advertising
Display advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites like GDN (Google Display Network).
Domain
A domain (or domain name), represents a protocol used to access the internet, like a computer, a server hosting a website, or an actual website itself.
Domain For Sale Landing Page
A “domain for sale landing page” is a standalone web page that uses persuasive elements like benefit-oriented copy, relevant images, and other media to convince its visitors to buy a domain name for sale.
Drupal Landing Page
A Drupal landing page is a standalone web page designed for conversions with the Drupal content management system.
Dynamic Landing Page
A dynamic landing page is a standalone web page designed specifically for conversions that can display content tailored to individual visitors, such as replacing text with the user’s search query. A static landing page displays the same content to all visitors.
E
Ebook Landing Page
An ebook landing page is a standalone web page designed specifically to convince visitors to redeem an ebook.
E-commerce Landing Page
An e-commerce landing page is a standalone web page created specifically for the purpose of selling a product online.
Email Landing Page
An email landing page is a standalone web page designed specifically to convert people who click through from an email to evaluate an offer.
Email Marketing
Email marketing is a marketing method businesses use to reach prospects and customers through electronic mail with highly targeted and personalized campaigns.
ETL
ETL stands for “Extract, Transform, and Load.” It’s the process of acquiring data from multiple sources to store in a data warehouse for analysis at a later date.
Event Landing Page
An event landing page is a standalone web page designed specifically to convert visitors into event attendees. This type of page can also be used to collect leads so that you can nurture them down your marketing funnel.
Event Marketing
Event marketing is a method of marketing that involves attending an event and creating a display based on the product or service you’re selling, and promoting that product or service to attendees.
Exit Popup
An exit popup is a commonly used form of popup message that attempts to keep users on your website when they attempt to abandon it. It appears when visitors move their mouse up to their navigation bar to leave your site, and the popup explains why they should stay or download your offer. Offer downloads include “subscribe to blog,” “download ebook,” etc.
F
F-Pattern
The “F-pattern” is the typical shape our eyes move when we read content online. Studies show that web viewers scan across the top of the page to read important headlines, then down the left side of the page to view numerals or bullet points, then across again to read bolded text or subheadlines. Designing a web page with an F-Pattern helps create a visual hierarchy that people are more likely to follow, helping guide them to the marketer’s desired goal.
Facebook Ads
Facebook ads are paid advertisements shown on the social network which brands with a business page can use to reach Facebook’s more than 1.4 billion users. They can be located in the news feed, sidebar, and select mobile apps in Facebook’s Audience Network.
Facebook Advertising
Facebook advertising is a pay-for-placement system that allows brands to reach the social network’s more than 1.4 billion users with targeted advertisements and sponsored posts in the news feed, the sidebar, and on Facebook’s Audience Network.
Facebook Dynamic Ads
Facebook Dynamic Ads are personalized advertisements that adjust to suit the internet browsing history of a prospect. A business can upload a product catalog or install the Facebook pixel in the back end of key landing pages to serve a Facebook user specific ads based on pages they have visited.
Facebook Landing Page
A Facebook landing page is a standalone web page that uses persuasive elements like benefit-oriented copy, testimonials, and a short form, to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Visitors land on this type of page after clicking a promotional link via Facebook.
Facebook Lead Ads
Facebook Lead Ads are display ads on Facebook which, when clicked by a user, reveal a form to capture personal information. These ads keep users on Facebook instead of driving them to the advertiser's website.
Facebook Messenger Ads
Facebook Messenger Ads are ads that open up a conversation with a company's chatbot in Facebook's messenger chat module. Facebook messenger ads are available for the traffic, conversions, app installs, reach, messages, and brand awareness methods.
Facebook Targeting
Facebook targeting refers to the process of using Facebook’s advertising tools like Power Editor, Audience Insights, the self-serve ad builder, etc. to narrow down an ideal audience that you can publish more relevant posts and ads to.
Form Box
A form box, or form field, is a text box in which a prospect can enter their personal information, such as name or email address.
Friction
In digital marketing, friction is any part of the conversion process that makes a user less likely to convert. On a landing page, an example of friction could be a long form, poor message match, or too much text.
G
Gated Content
Gated content refers to content like ebooks, white papers, reports, etc, that’s only made available to landing page visitors after they submit their personal information via form.
Geo Targeting
Geo-targeting is the process of targeting customers with advertisements based on the user’s location. When advertising an offer that’s only redeemable in a specific location, like a storefront, it makes sense to display it only to the people who can claim it. The more personalized an advertisement is, the more relevant it is to the prospect, and ultimately, the more effective it will be.
Geofencing
Geofencing refers to the use of GPS technology to create a virtual geographic boundary to help marketers to send location-based messages to the mobile devices of prospects inside or outside of a particular area.
Google Ads
Google Ads is a platform created by Google with which advertisers can create ads tied to keywords related to their business. When a prospect searches those keywords, the ad will appear depending on the advertiser's bid and Quality Score of the ad.
Google Ads Landing Page
A Google Ads landing page is a standalone web page designed specifically to convert people who have clicked through from a Google advertisement.
Google Display Network
The Google Display Network is a network of millions of websites, including mobile sites and apps, which publish image and video ads approved by Google.
Google Landing Page
A Google landing page is a standalone web page designed specifically to convert prospects who land on the page via Google's search or advertising network.
Growth Hacking
Growth hacking refers to quick experimentation in marketing channels to “hack” growth. It’s referred to hacking because it emphasizes a speedy result to achieve business development. Viral marketing is an example of growth hacking.
H
Heatmap
In usability, a heatmap is a way of visualizing data that showcases how visitors interact with a web page. There are three kinds of heatmaps: click maps, scroll maps, and hover maps. Each will tell you what visitors click, how deep they scroll, and where they hover on a page, respectively.
Hotspot
A hotspot In the Instapage Collaboration Solution is a small circular icon that indicates a comment has been made at a specific point on a landing page. You can add a hotspot simply by clicking, entering a comment, then pressing “Submit.” To read the corresponding comment, simply click the hotspot or open up your comment feed.
HTML
HTML stands for “Hypertext Markup Language,” a standardized digital system of code that tags text files to alter things like font, color, and graphics on a web page.
HTML Import
HTML import is a method that allows developers to include HTML, CSS, and JavaScript within other HTML documents.
HTTPS
HTTPS stands for HyperText Transfer Protocol Secure. It’s the secure version of HTTP, the protocol via which data on the internet is sent. When you see “HTTPS” in your address bar, it means all the communications between your browser and the website are encrypted.
I
Image Masking
Image masking is a method of protecting a particular portion of an image from modification. Images are scaled and applied to fit the same proportions of the rest of the template so you can reposition within the boundaries of the image box. You can also quickly add images to templates or change images on A/B variations.
Image Slider
An image slider is similar to a slideshow in which you can display multiple images, videos, or graphics on your web page. The slider is usually set to a time delay when rotating each slide.
In-Stream Video Ads
In-stream video ads are video advertisements that appear inside video content — before the content plays (pre-roll), in the middle of the content (mid-roll), after the content plays (post-roll) — as opposed to outstream videos that appear outside content, like in the sidebar, between lines of text, or in the corner of a user’s screen.
Inbound Marketing
Inbound marketing is a branch of marketing that focuses on attracting prospects by using valuable content and unpaid organic methods as opposed to paid “outbound” alternatives like Google AdWords, Facebook Advertising, etc.
Income Level Targeting
Income Level Targeting refers to targeting an advertising campaign toward an audience based on income.
Influencer Marketing
Influencer marketing is a form of marketing that involves reaching out to well-known individuals in their industry to get their assistance with promoting a product or service.
Inline Style Editor
Similar to the CSS editor, the Instapage Inline Style Editor allows you to fine-tune design details. But where the CSS editor allows you to adjust them on a large scale throughout your entire page, the Inline Style Editor will allow you to adjust just one specific element of your choosing.
Instablocks™
Instablocks are a component of the Instapage platform which allows users to save their own edited elements (certain headlines, images, widgets) into "My Blocks," or use a template block, and simply insert them into pages to create a customized landing page quickly and easily.
Instagram Ads
Instagram ads are paid advertisements comprised of an image, caption, and a link, which brands can use to reach the news feeds of Instagram’s more than 400 million users.
Instagram Advertising
Instagram advertising is a pay-for-placement system that allows brands to reach the social network’s more than 400 million users with sponsored posts in users’ news feeds.
Instagram Landing Page
An Instagram landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer. Visitors land on the page after clicking a link in Instagram.
Integrations
In marketing, integrations refer to software that has been created or adjusted to work in conjunction with other software. For example, Instapage’s landing page software integrates with Salesforce to channel new leads into a business’s CRM software.
Interstitial Ads
Interstitial ads are advertisements that pop up to cover a user’s entire mobile screen. They appear at organic transition points in-app, like the pauses in a game or upon landing on another mobile website.
iPhone App Landing Page
An iPhone app landing page is a standalone web page accessible only via iPhone that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to download an app.
J
Java
Java is a programming language used to create applications that run on a virtual machine or in a web browser. Java is different from JavaScript, which isn’t used to build applications, but create interactive effects on websites and track user behavior.
JavaScript
JavaScript is a computer programming language that is used to create interactive effects on websites. The transfer of data, the capture of information, and the analysis of key performance indicators are all enabled by JavaScript.
Joomla Landing Page
A Joomla landing page is a standalone web page designed for conversions with the Joomla content management system.
JSON
JSON stands for JavaScript Object Notation. It’s a lightweight format that’s used to send data between a server and web application.
K
Key Performance Indicators
Key performance indicators (KPIs), also known as “metrics,” are performance statistics that indicate how close a company is to achieving their goals. Some common KPIs are net profit, customer lifetime value, and net promoter score (NPS).
Keyword
A keyword or keyword phrase is a word or phrase that a marketer has identified as central to the business they work for. That keyword is used in the company’s online marketing collateral (web pages, ads) to attract people searching for that term with the goal of eventually entering them into the company’s marketing funnel.
Keyword Planner
Keyword Planner is a free AdWords tool that helps both beginner and expert advertisers create and run search campaigns. With a Google AdWords account, you can use it to search for keyword and group ideas or see how a list of certain keywords might perform.
L
Landing Page
A landing page is a standalone page that a visitor lands on after clicking an ad or a search result (pay-per-click, organic, social media, display banners, etc.). Its sole purpose is to get that visitor to take action (to sign up, download, buy, etc.).
Landing Page Analytics
Landing page analytics allow you to view key performance metrics such as conversion rates, bounce rates, time spent on page, etc. to help you make decisions about how to optimize your page going forward.
Landing Page Anatomy
Landing page anatomy refers to the parts or elements that come together to form a persuasive landing page. These include, among others, compelling copy, an attention-grabbing headline, and an optimized form.
Landing Page Conversion Rate
A landing page conversion rate is the percentage of people who convert on your offer compared to all of the people who visited your landing page.
Landing Page Copy
Landing page copy is text on a landing page used to convince visitors to convert on an offer. Copy can be in the form of short sentences, paragraphs, or bulleted lists.
Landing Page CSS
Landing page CSS (cascading style sheets) is a system of code written that determines how HTML documents are displayed on the web. This code can be used to make large-scale changes to things like typeface, color, and layout on multiple web pages and helps ensure content is adaptable to different types of devices and screen sizes.
Landing Page Design
Landing page design is the combination of elements such as headline, images, copy, calls-to-action, etc. that create an optimized, high-converting landing page.
Landing Page Experience
Landing page experience refers to the experience your visitors have on your landing page. A positive experience provides relevant content, is trustworthy and easy to navigate, and encourages visitors to spend more time on your landing page. The combination of these factors will likely lead to a conversion, while a negative one will not.
Landing Page Form
A landing page form allows a visitor to input their personal information, like name, email address, and phone number to redeem an offer.
Landing Page Framework
In web design, a landing page framework is a package made up of standardized files (like HTML, CSS, JavaScript) structured in a way that supports the construction and development of a landing page.
Landing Page Headlines
Landing page headlines are usually big, bold text at the top of landing pages used to convince readers to scroll down to read the rest of the page and convert on the offer.
Landing Page Hosting
Landing page hosting is a service provided by a web host that will allow you to display your landing page live on the internet.
Landing Page HTML
Landing page HTML (hyper text markup language) is code used to create and edit landing pages without a content management system.
Landing Page Images
Landing page images help visitors see your product or service in action. Images should be relevant to the offer and it’s recommended images be high quality but not have the file size be too large that they cause the page to load slowly — causing a poor user experience.
Landing Page Infographic
A landing page infographic is a visual representation of information that uses icons, graphs and charts to present data in a way that helps persuade landing page visitors to take action. Landing page infographics are great for marketers because people have higher memory recall with visual content than with copy so marketing messages will have longer-lasting impact than if copy were used.
Landing Page Inspiration
Landing page inspiration refers to successful, well-designed landing pages from which you get ideas of what to put on your own landing pages. Items like benefit-oriented copy, catchy headlines, and hero images are common elements to emulate.
Landing Page Optimization
Landing page optimization refers to the process of improving a landing page to increase the number of people who take the desired action. This could be writing better copy, adding compelling images, speeding up page load time, modifying the lead capture form, etc.
Landing Page Plugin
A landing page plugin is software that allows landing page owners to complete difficult tasks, like performing A/B split tests, monitoring conversion rates, customizing templates, etc. that would normally require more knowledge of code.
Landing Page PSD
A landing page PSD is a landing page design created in Adobe Photoshop that can be uploaded to the web using software like Instapage.
Landing Page SEO
Landing page SEO (search engine optimization) involves using strategies like content optimization and organic link building to improve the chances your landing page shows up in search engines like Google and Bing for profitable keywords.
Landing Page Service
A landing page service is routinely offered by marketing and advertising agencies to businesses who want to create web pages that drive a specific action, like signups or subscriptions.
Landing Page Template
A landing page template is a pre-built landing page design that you can edit to your specifications by clicking to change text, images, and other page elements.
Landing Page Testimonials
Landing page testimonials are quotes from former or current satisfied customers about the positive impact your product or service has had on them, which, when included on your landing page, makes your offer more persuasive.
Landing Page URL
A landing page URL (Uniform Resource Locator) is the unique web address where you’ll find a specific landing page. It’s recommended marketers have their URL hosted on a unique domain name (e.g. www.yourcompany.com) instead of a registrar’s domain because this adds credibility and helps with brand recognition.
Lead Ads
Facebook’s lead ads allow businesses to serve interactive advertisements to mobile users on which they can submit their information in exchange for an offer.
Lead Capture
Lead capture is the process of convincing a prospect to submit personal information, such as name, email address, and phone number.
Lead Capture Page
A lead capture page is a type of landing page differentiated by an optimized lead capture form. This form allows you to collect information such as name, email address, phone number, etc., for your respective offers to help nurture leads down your marketing funnel.
Lead Generation
Lead generation is the process of capturing personal information such as name, email address, phone number, and company size to then use to nurture that prospect down your marketing funnel.
Lead Generation Landing Page
A lead generation landing page is a standalone web page created specifically for the purpose of generating leads.
Lead Nurturing
Lead nurturing focuses on listening to prospects’ needs, providing answers to their needs, and involves several forms of marketing (email, social media, etc.) which businesses use to develop relationships with prospects all the way through the marketing funnel.
Leads
Leads are defined as personal information provided by potential customers who have expressed interest in your business. Information could be names, email addresses, phone numbers, etc.
LinkedIn Ads
LinkedIn ads are paid advertisements shown on the social network which brands with a company page can use to reach LinkedIn’s more than 430 million users. They can be located in a user’s homepage, profile page, inbox, and search results page.
LinkedIn Advertising
LinkedIn advertising is a pay-for-placement system that allows brands to reach the social network’s more than 330 million users through targeted advertisements and sponsored posts.
LinkedIn Landing Page
A LinkedIn landing page is a standalone web page that uses persuasive elements like social proof, benefit-oriented copy, and CTAs to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Visitors land on the page after clicking a LinkedIn ad or an update on the visitor’s LinkedIn news feed.
LinkedIn Matched Audiences
LinkedIn Matched Audiences is a set of targeting capabilities that allows advertisers on LinkedIn to create highly specific advertising audiences from a list of contacts, a pixel which tracks website visitors, or a list of company names your business wants to target.
M
Machine Learning
Machine learning refers to the ability of a computer to learn without being programmed. Machines with learning capabilities can actually teach themselves to grow when exposed to new data.
Magento Landing Page
A Magento landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Magento usually involves “real” product sales through the use of e-commerce landing pages to generate conversions.
MailChimp Landing Page
A MailChimp landing page is a standalone web page that uses persuasive elements like trust badges, benefit-oriented copy, and compelling headlines to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Users land on the page after clicking a link in an email created with the MailChimp email marketing service.
Marketing Automation
Marketing automation is the software and technologies that allow marketers to automate repetitive marketing tasks, such as email and social media, so they can spend more time on other, higher priority marketing activities.
Marketing Funnel
A marketing funnel is a customer acquisition model that consists of three main stages: Awareness, Consideration, and Decision. As prospects engage with your brand, they begin to move down the funnel from awareness of your brand to post-sale evangelism. At the bottom, they transition from prospects into customers.
Marketing Landing Page
A marketing landing page is a standalone web page built by marketers that uses persuasive elements like testimonials, benefit-oriented copy, and media to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc).
Message Match
Message match refers to the process of matching the content of an ad to the content of a landing page so that the message is reinforced in the mind of the prospect, and that they know it’s relevant.
Mobile Advertising
Mobile advertising refers to the paid dissemination of marketing messages meant for consumption on mobile devices like cell phones, tablets, phablets, and other non-desktop devices. Those ads can be a variety of formats, including banner ads on mobile websites, text ads via SMS, as well as interstitial ads in downloadable applications.
Mobile Landing Page
A mobile landing page is a standalone web page created for conversions that’s designed specifically to display well on all mobile devices.
Mobile Marketing
Mobile marketing is a form of marketing that involves promoting a product or service on a mobile (smartphone), multimedia phone, or feature phone.
Mobile Responsive
Mobile responsive occurs when a web page detects the device type of the user and automatically adjusts the layout based on the screen size so that it’s more easily readable. Typically, mobile responsive pages fit four main screen sizes: large desktop monitors, laptops, tablets, and smartphones.
Multivariate Testing
Unlike A/B testing, multivariate testing involves comparing multiple elements of a page and creating variations of it simultaneously to determine the best course for optimization.
N
Native Advertising
Native advertising refers to a form of advertising that attempts to match the content of the platform on which it is placed to make the message more easily consumable by the users of that platform. Native advertising is in-feed and non-disruptive, like suggested posts on Facebook or promoted posts on Twitter.
Negative Keywords
Negative keywords (aka “negative match”) are used to narrow your ad targeting by excluding words that have nothing to do with the target you’re trying to attract. If you exclude the word “Free” from your targeting, a negative keyword match would occur when a prospect searches the word “Free” combined with your other keyword search terms. When that happens, your brand will be excluded from the search engine results page.
Net Promoter Score
A Net Promoter Score is a measurement from -100 to 100 that’s used to determine the extent of a business’s customer loyalty. At its most basic level, it’s calculated by asking customers one question: “How likely is it that you would recommend our organization to a friend or colleague?” The higher the number, the more satisfied customers a company has. By industry insiders, it’s considered to be a leading indicator of growth tied closely to revenue.
O
Offer
In digital marketing, an offer is something like gated content or a free consultation, presented to a visitor in exchange for something in return, like personal information or money. On a lead capture landing page, an offer is presented in exchange for information like name, phone number, and email address. On a sales page, that offer is presented in exchange for money.
Online Advertising
Online advertising refers to any and all advertising activities such as PPC, social media advertising, display advertising, etc., that take place on the internet.
Open Rate
Open rate, in email marketing, is a percentage determined by dividing the number of emails opened by the number of emails delivered. That percentage serves as a benchmark to compare the performance of your campaign against future ones.
Optimization
Optimization, in digital marketing, is the process of improving a campaign or part of it (web page, advertisement, landing page) to the point that it’s as near-perfect as it can get. Optimization starts with continuous testing, and data collection, and ends with making improvements to campaigns based on those results.
Outstream Video
Outstream video is a type of video advertising presented outside the stream of a platform's content, as opposed to instream video advertising, which interrupts the user experience.
P
Page View
A page view refers to one visit of a person to a web page. Page views are used to determine metrics like traffic and conversion rate.
Parallax Landing Page
A parallax landing page is a standalone web page that uses persuasive elements like trust badges, benefit-oriented copy, and compelling headlines to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Different than a traditional landing page, a parallax landing page’s background moves at a slower rate than the foreground, creating a 3D effect. It also provides a more engaging experience for visitors, potentially helping them redeem your offer.
Personal Landing Page
A personal landing page is a standalone web page that uses persuasive elements like testimonials, contact forms, and benefit-oriented copy, to convince visitors to convert on an offer. Personal landing pages are often used by individual professionals, like freelancers and job seekers, to get prospects to reach out to them.
PHP Landing Page
A PHP landing page is a standalone web page that uses persuasive elements like benefit-oriented headlines, social proof, and testimonials to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). It uses the PHP programming language to make the transmission of data on the page possible through elements like lead capture forms.
Pinterest Ads
Pinterest ads are paid pins containing an image, caption, and a link, which brands can use to reach the feeds of Pinterest’s more than 100 million users.
Pinterest Advertising
Pinterest advertising is a pay-for-placement system that allows brands to reach the social network’s more than 150 million users with sponsored pins in users’ home feeds.
Pinterest Landing Page
A Pinterest landing page is a standalone web page that uses persuasive elements like hero images, testimonials, and benefit-oriented copy to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Visitors land on the page after clicking an ad from Pinterest.
Pitch Page
A pitch page is a type of landing page that focuses specifically on showcasing the benefits of a product or service and convincing its visitors specifically to purchase. For this reason, a pitch page is sometimes referred to as a “sales page.”
Pop-up Ads
Pop-up ads are a form of online advertising that “pop up” in a small, new browser window when you click on a link or navigate to a new web page.
Post-Click Optimization
Post-click optimization is the process of ensuring that the ad click results in a conversion or sale by directing visitors to a landing page that matches the ad's message. When you optimize the user's post-click experience, you motivate the user who already clicked the ad to also click the landing page CTA button.
Post-Conversion
Post-conversion refers to the stage of the buyer’s journey a prospect or customer is in after they convert on your landing page. During the post-conversion stage, businesses often engage prospects with “thank you” pages and targeted emails aimed at moving them further down the business’s marketing funnel.
PPC
PPC (pay-per-click) is a form of digital advertising in which advertisers bid to have their ads shown on frequently visited websites for the purpose of generating traffic. Those advertisers pay publishers every time one of their ads is clicked.
PPC Campaign
Running a PPC campaign involves bidding on ad placements (locations on web pages that contain ads) and creating ads that the advertiser pays for every time they get clicked.
PPC Landing Page
A PPC landing page is a standalone web page designed specifically to convert visitors who have clicked through from a pay-per-click advertisement.
PPV Landing Page
A PPV (Pay-Per-View) landing page is a standalone web page that uses persuasive elements like a countdown timer, testimonials, benefit-oriented copy, and engaging media to convince its visitors to convert on an offer related to a specific marketing campaign. It’s based on the PPV model of advertising in which a business pays for the amount of times their advertisement is shown. That advertisement leads those who click through to the PPV landing page.
Product Landing Page
A product landing page is a standalone web page created specifically for the purpose of selling a product.
Professional Landing Page
A professional landing page is a standalone web page that uses persuasive elements like hero images, a minimalistic footer, and videos to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). These landing pages are built by lawyers, doctors, CPAs, and other business professionals.
Programmatic Advertising
Programmatic advertising refers to the process of buying and selling ad inventory with software rather than through traditional negotiation methods.
Promoted Accounts
Promoted Accounts are Twitter accounts that have been promoted by advertisers to gain more exposure. They appear to users in timelines, "Who To Follow," and search results on the social network.
Promoted Trends
Promoted Trends are hashtags that appear at the top of Twitter's Trending Topics list. They're paid for by advertisers to start a conversation about a branded topic.
Promoted Tweets
Promoted Tweets are posts on Twitter that brands can pay to have displayed to more of their audience, and Twitter’s more than 310 million users.
Q
Qualitative Data
Qualitative data is collected and measured subjectively such as open-ended questionnaires and unstructured interviews. It cannot be measured with numbers or statistics. Marketers collect qualitative data to verify their findings and understand the ‘why’ behind the numbers. Examples of qualitative data include gender, zip code, and job title, and hair color.
Quality Score
Quality score is an estimate, on a scale from 1-10, of the relevance and usefulness of your Google AdWords or Bing PPC ad and the corresponding landing page to its visitors. The higher your quality score, the more reach your ads can experience on search networks at a lower cost and higher ad positions.
Quantitative Data
Quantitative data is information that can be measured with numbers and statistics and can be collected via surveys, interviews, web forms, landing pages, etc. Marketers collect quantitative data to learn trends and discover behavioral patterns. Examples of quantitative data include height, weight, age, salary, etc.
Quora Ads
Quora ads are paid marketing messages displayed on Quora, the question-and-answer social network. Currently the only Quora ad format is text, which does not blend natively with the content on the platform.
Quora Advertising
Quora advertising is the paid dissemination of branded messaging on the Quora network, available only in the text format.
R
Raster Graphics
Raster graphics are displayed like a mosaic, with tiny squares called pixels that come together to form an image. Since each raster image is created with a set number of pixels, when it’s enlarged, it can look grainy because each small square is easier to see.
Real Estate Landing Page
A real estate landing page is a standalone web page built by a real estate business that uses persuasive elements like testimonials, benefit-oriented copy, and engaging media to convince its visitors to convert on an offer. Typical offers on this page include a virtual tour of a house, free consultation, etc.
Real-Time Bidding (RTB)
Real-time bidding refers to the process of using demand-side platforms to automatically bid for ad impressions that are most valuable to a particular business. The bidding occurs in the fractions of a second between the time an anonymous prospect clicks an ad and lands on its corresponding landing page.
Reciprocity
Reciprocity is a psychological principle that states a person is more likely to do something for you if you do something for them first. It’s often used in marketing to convince prospects to convert on an offer.
Reddit Ads
Reddit ads are advertisements on Reddit.com. They include sponsored posts (Reddit's native ad unit) and banner ads on desktop and mobile.
Reddit Advertising
Reddit advertising is the paid dissemination of branded messages through image and text formats on Reddit. Those formats include sponsored ads (Reddit's native ad unit) and banner ads on desktop and mobile.
Remarketing
Remarketing occurs on the Google Display Network or Bing paid search network when internet users search. It involves using technology like marketing tags and tracking pixels to deliver highly personalized ads to people who have already visited your website or landing page but have not converted yet.
Responsive Landing Page
A responsive landing page is a standalone web page designed specifically for conversions that displays well not only on desktop, but also on tablet and mobile devices with screens of all sizes.
Retargeting
Retargeting refers to the process of serving ads to prospects based on their behavior on your web pages in an attempt to guide them through your marketing funnel. The process is enabled by cookie-based pixels that track your prospects' internet browsing behavior after they abandon your website.
Retargeting Pixel
A Retargeting Pixel is a snippet of code added to the back-end of a web page which cookies users, enabling advertisers to target those users based on their behavior.
Ruby on Rails Landing Page
A Ruby on Rails landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). It’s created using the Ruby on Rails framework, which web designers like for its ability to simplify repetitive and tedious tasks.
S
Sales Page
A sales page is a standalone page created with one specific purpose in mind: to secure sales for your product.
Scarcity
Scarcity is a psychological principle often used in marketing to convince prospects to convert. By using tools like a countdown timer, scarcity aims to make hesitant prospects convert by emphasizing the offer only has limited availability.
SEM
SEM (Search Engine Marketing) includes all forms of paid ads that directly involve search engines. Depending on the web page, ads can be text-based, banners, or video.
SEO
SEO (Search Engine Optimization) is the process involved in editing onsite and offsite website elements with the goal of ranking higher in search engines and generating more visits. Onsite elements include the URL, page title, H1 tag, etc. Off-site elements include backlinks, 3rd party reviews, videos, etc.
Sitelink Extensions
Sitelink Extensions are add-ons to Google, Bing, or Yahoo paid search ads which drive visitors to specific pages on the advertiser's site, instead of the homepage.
Smart Display Campaign
Smart Display Campaigns are Google AdWords display campaigns that automatically generate and optimize based on your parameters. Automated bidding uses a CPA format to produce actions that matter for the best price; automated targeting gets your ads in front of the people who are most likely to respond to them; and automated ad creation makes ads from your uploaded elements: headlines, images, etc.
Snapchat Ads
Snapchat ads are image or video advertisements on the Snapchat social network which appear between user stories. These include web view ads, app install ads, and long-form video ads.
Snapchat Advertising
Snapchat advertising are all promotional, branded messages through image and video formats on Snapchat. These formats include web view ads, app install ads, and long-form video ads.
Social Media Landing Page
A social media landing page is a standalone web page that uses persuasive elements like testimonials, social proof, and trust badges to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc) related to a specific marketing campaign. Visitors land on the page after clicking a promotional link via social media.
Social Media Marketing
Social media marketing is a method of marketing a product or service through networks built for people to socialize, such as Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc.
Social Proof
Social proof is a psychological principle often used in marketing to maximize conversions. It focuses on showcasing content that “proves” an offer is worth claiming. Some examples of social proof are authority badges, social media fan counters, and testimonials. The more social proof you have, and the higher quality it is, the more powerful the influence on your prospect can be.
Splash Page
A splash page is a welcome page that can appear before a visitor lands on any website page. Usually, splash pages promote a single offer but they can also be used to show a disclaimer or an announcement depending on the industry your business operates in.
Splash Screen
A splash screen is a screen on mobile devices or tablets that appears during the time a software is loading, often displaying a loading bar or company logo.
Split Testing
Split testing, also known as A/B testing, is a method of optimization that involves creating a duplicate version of your ad or web page with only one difference. That difference is the element being tested. The winning page variation is the one that includes the highest conversion rate of that element.
SQL
SQL, or “Structured Query Language,” is a programming language used to communicate with a database and manage its contained data.
Squeeze Page
A squeeze page is a page designed specifically for the purpose of capturing the visitor’s email address prior to granting them access to the website.
SSL
SSL, or “Secure Socket Layer,” is security technology used to create an encrypted link between a web browser and a website which ensures all data transferred between them is private. You can tell when a website uses security technology like SSL when the URL begins with “https://”.
Startup Landing Page
A startup landing page is a standalone web page built by a startup that uses persuasive elements like compelling headlines, benefit-oriented copy, and videos to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc).
Static Landing Page
A static landing page is a standalone web page that uses persuasive elements like testimonials, social proof, and engaging media to convince its visitors to redeem an offer (buy a product, download an ebook, sign up for a newsletter, etc). Unlike a dynamic landing page, the content on a static landing page doesn’t change to offer a personalized experience based on the search history of the visitor.
Statistical Significance
Statistical significance refers to the point at which a test result reaches a level that it’s deemed meaningful. In most tests, the acceptable level of significance is 95%. The more data you collect, the more significant a result gets. Until it reaches that 95% level, it’s not considered a result that should be used to make inferences from.
Subdirectory
A subdirectory, also called a subfolder, is a directory that is contained within another directory. On Instapage.com the blog and Marketing Dictionary are subdirectories, or subfolders within the larger Instapage.com directory (website).
Subdomain
A subdomain is a subdivision of a larger domain. For example, “instapage.com” is a top-level domain, and “help.instapage.com” is a smaller subsection with unique content, treated as its own website.
Supply-Side Platform (SSP)
A supply-side platform is used by a publisher to list advertising inventory on a marketplace for advertisers who use a demand-side platform to purchase it. The buying and selling of advertising with this system is known as programmatic advertising.
T
Tag Management
Tag management is a system that allows marketers to manage the addition to and removal of marketing tags (pieces of code, often JavaScript, used to perform marketing-related tasks on a website). These tags allow website owners to do things like collect data, serve advertisements, and track visitors.
Team Members
Team members refers to the people you can give permission to create and edit landing pages on your behalf within the Instapage platform.
Testimonial
A testimonial is a form of social proof often displayed to strengthen the persuasiveness of an offer. It’s a quote (even better if it includes a photo and title) from a satisfied customer that provides proof that an offer is worth claiming.
Thank You Page
A thank you page is the page that your visitor reaches after converting on your offer. It should make them feel appreciated, explain how they’ll receive the content they converted on, and offer related content to redeem.
Tracking Pixel
A tracking pixel is a piece of code placed on a page which helps agencies and digital advertisers track user behavior like clicks, visits, impressions, etc.
Tumblr Landing Page
A Tumblr landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer. Visitors land on the page after clicking a promotional link in Tumblr.
Twitter Ads
Twitter ads are paid advertisements shown on the social network which brands with an account can use to reach Twitter’s more than 310 million users. Among others, ad types on Twitter include conversational ads, promoted tweets, and promoted trends, which can appear in a user’s sidebar and feed.
Twitter Advertising
Twitter advertising is a pay-for-placement system that allows brands to reach the social network’s more than 300 million users through targeted advertisements and sponsored posts.
Twitter Landing Page
A Twitter landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Visitors land on the page after clicking a promotional link on Twitter.
U
UI Design
UI design, or “User Interface” design, is design of interface on consumer products like software and home appliances that focuses on ease of use.
Unique Value Proposition
Unique value proposition (UVP) is a brief statement that describes how your business will solve customers’ problems, and how that solution differentiates you from the competition.
Unique Visitor
A unique visitor is someone who visits a web page. Regardless of how many times they visit that web page, they are still one unique visitor.
URL
A URL, or “Uniform Resource Locator,” is an address to a resource on the internet. Once you type it into your address bar, your browser will take you to that resource.
UTM Parameters
UTM parameters are tags that are added to the end of your URL, which differentiate it from others in Google Analytics. They help to identify the performance of individual campaigns.
UX Design
UX Design (User Experience Design) involves understanding how people experience a product, and improving their personal user experience by making it more accessible, useful, and enjoyable.
V
Value
Value, in landing page marketing, refers to the usefulness of a landing page offer. The more valuable an offer is, the more information its creator can request in exchange for that offer. For example, a short tip sheet won’t carry nearly as much value as an industry report or an exhaustive ebook.
Variants
Variants, in landing page marketing, refer to the alternative versions of a landing page used to test against a control. Depending on what’s being tested, those variants may feature a different headline, image, offer, etc. The goal of creating variants is optimization — to find a version of a landing page that performs better than the original.
Vector Graphics
Vector graphics, unlike raster graphics, are made using mathematical equations instead of tiny colored squares called pixels. That means vectors are easily adjusted to display well on any kind of screen, whereas raster images tend to appear grainy when they’re viewed on bigger screens.
Video Background Landing Page
A video background landing page is a standalone web page that uses persuasive elements like benefit-oriented copy and a short form to convince a visitor to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Instead of a static image or solid color, a video background landing page has a video playing in the background to engage the visitor.
Video Landing Page
A video landing page is a standalone web page created for conversions that uses video to persuade visitors to redeem your offer.
Video Marketing
Video marketing involves using video to sell a product or service on desktop, mobile, or tablet devices. YouTube is one of the primary websites businesses use for additional exposure of their videos and can be leveraged on landing pages, in social media advertisements, PPC ads, and more.
Viral Marketing
Viral marketing focuses on using highly shareable content to boost business by getting fans to pass it along to their friends and contacts. Websites like Buzzfeed and Upworthy rely on viral content to build their businesses.
Vlog
A vlog, or “video blog,” is a regularly updated series of videos, usually to share news and other educational information about a particular topic.
W
Web Design
Web design refers to any and all processes involved in creating web pages on the internet. That includes UX design, graphic design, page layout, and many others.
Webinar Landing Page
A webinar landing page is a standalone web page created for the purpose of convincing visitors to attend a webinar.
Welcome Page
A welcome page (aka “start page”) is the first page or starting point for navigation that provides visitors a first impression when they land on your website.
Wifi Landing Page
A wifi landing page is a standalone web page that uses persuasive elements like benefit-oriented copy, a sign-in form, and videos to convince its visitors to convert so they can use a company’s restricted wifi connection.
WordPress Landing Page
A WordPress landing page is a standalone web page designed specifically for conversions using the WordPress content management system.
WordPress Landing Page Plugin
A WordPress landing page plugin is software that helps WordPress owners complete difficult tasks like positioning images and creating elements such as buttons and forms, which would normally require more knowledge of code.
WordPress Squeeze Page
A WordPress squeeze page is a page designed in WordPress that uses a form to capture a visitor’s email address (or other personal information). This page often appears when a visitor first arrives on a web page or has viewed a page for a specified amount of time (time-delayed squeeze page).
Workspaces
A workspace refers to a section within the Instapage platform where you can keep your pages and domains separate from your personal projects and other clients.
X
XHTML
XHTML (Extensible Hypertext Markup Language) is a coding language that’s part of the XML family. XHTML is a more versatile, powerful form of regular HTML that can be adapted and used with many other data formats and is more extensible for expressing web pages on the internet.
XML
XML (Extensible Markup Language) is a coding language that defines a set of rules within documents that’s both human and machine-readable. It’s important that humans and machines be able to read and understand code so that designers can construct the way a page should look and work, and be sure that page will display and function correctly on the web.
XML Sitemap
An XML sitemap is a document that lists all the URLs for a website along with relevant information about them, like how often they change and their level of importance on the site. It helps search engines “crawl” the site better, and rank its web pages in the most accurate way possible.
XPath
XPath is a language used to search XML documents. It can be used to compute strings, numbers, or Boolean values from the content of an XML document.
XSL
XSL, also known as Extensible Stylesheet Language, is a coding language used to express style sheets. Like a cascading style sheet, which determines how an HTML document will be displayed, an XSL style sheet determines how an XML document will be expressed.
XSLT
XSLT, also known as Extensible Stylesheet Language Transformations, is a language used to convert XML documents into other XML documents, or into other formats like HTML for the web.
Y
YouTube Ads
YouTube ads are paid advertisements (videos, banners, or text) that account holders can use to reach YouTube’s more than 1 billion users. These ads are typically shown before the requested video plays, as an overlay pop-up while a video plays, or in the right margin of the page.
YouTube Advertising
YouTube advertising is a pay-for-placement system that allows brands to reach YouTube’s more than 1 billion users through targeted advertisements. These ads (videos, banners, or text) can be shown before the requested video plays, as an overlay while a video plays, or in the right margin of the page.
YouTube Director Mix
YouTube Director Mix allows advertisers to scale video creation by generating thousands of videos at once, tailored to specific audiences using different combinations of uploaded creative assets like voiceovers, background, and copy.
YouTube Landing Page
A YouTube landing page is a standalone web page that uses persuasive elements like testimonials, social proof, a short lead capture form, and videos to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Visitors land on the page after clicking a promotional link in YouTube.
Z
Z-Pattern
The “Z-Pattern” is a form of web design in which the human eye tends to travel from the left corner of a rectangular image (like a web page on your computer), then to the right. From there it travels to the lower-left of the visible page, then across to the right again, forming an imaginary “Z.” Designing a web page with a Z-Pattern helps create a visual hierarchy that people are more likely to follow, helping guide them to the marketer’s desired goal.
Z-Score
A z-score (aka “standard score”) is a number that compares the relationship of a particular value to the average in a group of values. On a normal distribution curve, that relationship is described using “standard deviation,” meaning distance from the mean value. A z-score is used to figure out whether the data you’ve collected in an A/B test, for example, can be attributed to chance, or if it’s actually the result of the changes you’ve made.
Zip File
A zip file is a computer file containing other files that have been compressed to a smaller size for easier transfer. You can recognize zip files by their extension “.ZIP”
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