Marketing, Ads & CRO

The territory

30 core terms mapped for this field, ranked by how often builders reach for them. Each one is a future entry. Want to bust one? One entry, one file, one pull request.

• Conversion ratepercent of visitors who complete the desired action"how many actually sign up" · "hit rate"
• Conversion rate optimization (CRO)testing and tweaking pages to lift the conversion rate"making the page convert better" · "tuning the page"
• Landing pagestandalone page built for one offer and one action"a page just for the ad" · "one-page sales thing"
• Call to action (CTA)the button or link asking the visitor to act"the main button" · "the click-me thing"
• Funnelstaged path from first touch to purchase, narrowing at each step"the steps to buy" · "customer journey pipe"
• A/B test (split test)two variants shown to random halves, better one wins"try two versions" · "which headline works"
• Value propositionone-line reason this product beats alternatives for someone"why should they care" · "the pitch sentence"
• Ad creativethe image, video, or copy asset inside a paid ad"the actual ad picture" · "ad artwork"
• Click-through rate (CTR)share of people who saw an ad and clicked"how many clicked it" · "click percentage"
• Impressionone counted display of your ad to a person"one view of the ad" · "eyeball count"
• Cost per click (CPC)what you pay each time someone clicks your ad"price of one click" · "cost per tap"
• Cost per mille (CPM)ad cost per thousand impressions, not per click"cost per thousand views" · "price to be seen"
• Pay-per-click (PPC)ad model where you pay only for clicks received"you pay when they click" · "paid search ads"
• CAC (customer acquisition cost)total spend divided by customers gained"what each customer costs me" · "cost per signup"
• ROAS (return on ad spend)revenue earned per dollar of ad spend"am I making money on ads" · "ad payback ratio"
• Retargeting (remarketing)ads shown to people who already visited your site"ads that follow you around" · "creepy chasing ads"
• Lookalike audiencenew prospects algorithmically similar to your existing customers"find more people like my buyers" · "clone my audience"
• Social prooftestimonials, logos, counts that show others already trust you"logos of customers" · "reviews section"
• Lead magnetfree asset traded for an email address"free thing for their email" · "download bribe"
• Message matchad promise matching the landing page headline exactly"ad and page say the same thing" · "no bait and switch"
• Objection handlingFAQ or reassurance blocks answering hesitation before purchase"section that answers doubts" · "but-what-if section"
• Risk reversal / guaranteeremoving buyer risk with refunds or free trials"money back promise" · "try it risk free"
• Urgencytime pressure cues that push a decision now"countdown timer thing" · "act fast message"
• Scarcitylimited quantity cues that make an offer feel rare"only 3 left message" · "almost sold out"
• Micro-conversionsmall tracked step preceding the main goal"smaller wins before buying" · "mini goals"
• Cold traffic vs warm trafficstrangers versus people who already know you"people who never heard of us" · "audience temperature"
• Ad fatigueperformance decay as the same audience keeps seeing one creative"people got sick of the ad" · "ad stopped working"
• Bid strategyrule telling the ad platform how aggressively to buy impressions"how much to bid setting" · "auction strategy"
• UGC adcreator-shot casual video ad mimicking organic content"looks like a real person's video" · "influencer style ad"
• Waitlist / pre-launch pagecapture page collecting interest before product exists"coming soon signup" · "early access page"

Deeper in the field

• Target audience people an offer and campaign are meant to reach
• Audience targeting selecting who should be shown an advertisement
• Audience segmentation dividing prospects into groups with shared traits or behavior
• Marketing campaign coordinated activities pursuing one measurable marketing objective
• Marketing channel medium used to reach and acquire prospective customers
• Paid media purchased distribution across advertising platforms and publishers
• Cost per acquisition (CPA) average ad cost for each acquired customer or conversion
• Lead generation attracting and capturing prospective customer contact information
• Creative testing comparing ad concepts to find stronger performers
• Frequency cap limit on how often one person sees an ad
• Multivariate test testing multiple element combinations simultaneously
• Offer stack bundled bonuses and guarantees framed as one value package
• Advertorial ad written and styled to read like an article
• Native advertising ads matched to the look and feel of surrounding content
• Comparison / alternative page page positioning you against a named competitor
• Referral loop each user reliably bringing in more users
• Viral coefficient average number of new users each existing user brings
• Progressive profiling asking for more user data gradually across visits
• Exit-intent popup modal triggered when cursor moves toward closing the tab
• Squeeze page minimal page whose only option is submitting an email
• Product-led growth (PLG) product itself drives signup, usage, and expansion