Glossary
The design, web and go-to-market dictionary for B2B tech companies.
42 terms
A
- Measurement and search
A/B testing
An A/B test is an experiment in which two versions of a page or element are shown to randomly assigned groups of visitors, to measure which performs better on a metric defined in advance.
- Web and conversion
Above the fold
Above the fold is the part of a web page you see when it loads, without scrolling. It is the first impression: what visitors read before deciding whether to keep scrolling or leave.
B
- Brand and product
Brand guidelines
Brand guidelines (or a brandbook) are the document that sets out how a company's identity is used: logo, colors, typefaces, imagery, tone of voice and application examples. They make sure anyone communicating on behalf of the brand does so consistently.
- Go-to-market
Buyer persona
A buyer persona is a semi-fictional representation of one of the people involved in buying a product: their responsibilities, what worries them and what they need in order to decide. It is built from interviews and real data, not assumptions.
C
- Web and conversion
Call to action (CTA)
A call to action (CTA) is the button, link or message that invites visitors to take the next step: book a demo, start a trial, download a resource or talk to sales.
- Go-to-market
Churn
Churn, or churn rate, is the percentage of customers or recurring revenue a subscription business loses over a period. It's the metric that tells you whether the business keeps what it acquires.
- Go-to-market
Conversion funnel
The conversion funnel is the model that represents the stages a buyer goes through from first hearing about a company to becoming a customer. It's drawn as a funnel because fewer people remain at each stage than at the one before.
- Measurement and search
Conversion rate
Conversion rate is the percentage of visitors or users who complete a specific action: booking a demo, signing up, downloading a resource or paying. It's calculated by dividing conversions by visits, sessions or users and multiplying by 100.
- Measurement and search
Core Web Vitals
Core Web Vitals are three Google metrics that measure the real loading, responsiveness and visual stability experience of a page: LCP, INP and CLS. They are part of the page experience signals Google takes into account in search.
D
- Service models
Design as a Service
Design as a Service (DaaS) is a model in which a company gets ongoing design work for a fixed monthly fee, instead of paying per project or by the hour. Requests go into a queue and are handled in order of priority.
- Brand and product
Design system
A design system is the set of reusable components, rules and design decisions (colors, typography, spacing, buttons, forms) a company uses to build its product and website consistently. It covers both design files and code.
E
F
G
H
- Measurement and search
Heatmap
A heatmap is a visualization that uses color to show where users interact on a page: where they click, how far they scroll or where they move the mouse. The "hottest" areas concentrate the most activity.
- Web and conversion
Hero section
The hero section is the first large block of a page, usually the homepage or a landing page: the main headline, a subheadline, the call to action and an image or video of the product.
I
J
K
- Service models
Kanban
Kanban is a method for managing work by making it visible on a board, limiting how many tasks are in progress at once and keeping them flowing from start to finish without bottlenecks.
- Measurement and search
KPI
A KPI (key performance indicator) is a metric chosen to measure whether a company, team or project is moving towards a specific goal. Not every metric is a KPI: only the few that reflect what really matters.
L
- Web and conversion
Landing page
A landing page is a page built for a single conversion goal, such as booking a demo, downloading an ebook or registering for a webinar. It receives traffic from a specific campaign and removes anything that distracts from that action.
- Go-to-market
Lead magnet
A lead magnet is a valuable resource a company offers in exchange for a visitor's contact details: a guide, a template, a report, a calculator or a webinar.
M
- Brand and product
Microcopy
Microcopy is the short interface text that guides users: buttons, form labels, error messages, notices, contextual help and confirmations.
- Go-to-market
MQL and SQL
An MQL (marketing qualified lead) is a contact that marketing considers ready for sales, based on their profile and activity. An SQL (sales qualified lead) is a lead that sales has reviewed and confirmed as a real sales opportunity.
N
O
- Brand and product
Onboarding
Onboarding is the process that takes a new user or customer from sign-up or contract signature to getting value from the product for the first time and making it part of their work.
- Go-to-market
One-pager
A one-pager is a single-page document that summarizes a product, company or proposal: what problem it solves, for whom, how it works and what results it delivers. It's used in sales, fundraising and internal communication.
- Go-to-market
Opportunity cost
Opportunity cost is the value of the best alternative you give up when you choose one option. It isn't what you pay, but what you miss out on by putting time, money or people into something else.
P
- Web and conversion
Pricing page
The pricing page is the part of a website that explains how much the product costs, what each plan includes and how to buy. It's usually one of the most visited pages by people close to a decision.
- Go-to-market
Product-led growth (PLG)
Product-led growth (PLG) is a growth strategy in which the product itself is the main channel to acquire, convert and expand customers: users try it for free or with little friction, see its value and then pay or roll it out to their team.
- Service models
Productized agency
A productized agency is an agency that sells its services as if they were a product: a defined scope, a fixed and published price, and a standard process repeated with every client, instead of custom quotes for each project.
Q
R
S
- Measurement and search
Search intent
Search intent is the goal behind a search engine query: learning something, reaching a specific website, comparing options or buying. It's what users expect to find, beyond the words they type.
- Web and conversion
Social proof
Social proof is the principle by which people look at what similar others do in order to decide. On a B2B website it takes the form of customer logos, testimonials, case studies, ratings and usage figures.
- Measurement and search
Structured data (schema markup)
Structured data is code added to a page to describe its content so search engines understand it unambiguously: what an organization, a product, an article or an event is. It is based on the Schema.org vocabulary.
T
U
V
W
- Web and conversion
Web accessibility (WCAG)
Web accessibility is the practice of designing and building websites that everyone can use, including people with visual, hearing, motor or cognitive disabilities. The W3C's WCAG (Web Content Accessibility Guidelines) are the reference standard to measure it.
- Brand and product
Wireframe
A wireframe is a schematic of a screen or page that shows its structure, content hierarchy and the placement of elements, without the final visual design: no colors, final images or brand typography.
Z
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