Digital glossary

It seems that almost everyday we receive an e-mail or information about tracking, analytics or advertising effectiveness. But what does it all mean? We want to be sure that you understand all of these tricky words. Here is the first part of our short, condensed digital glossary.

Advertising effectiveness 

This shows how well (or not) a company’s advertising technique or strategy has accomplished the intended purpose. An ad’s effectiveness usually increases over time, this is a result of much exposure. Both micro and small companies can use different statistics or metrics to help measure advertising effectiveness. We will describe many of these here and in the following glossary. It is important to know that you can use measurements for all types of advertising. Not only direct mails, internet (digital campaigns) or social media, but also radio and billboard advertising.

Heat map (or heatmap) 

This is a graphical representation of how a user’s eyes or their cursor moves through specific elements of our website. With this tool you can modify and improve the User Interface (UI) and the User Experience (UX) of the page. The consequence of this action leads to a reduction in the “bounce rate” and an increase in the quality of traffic on the page.

Google Analytics 

GA is a free and very popular tool used to study traffic on websites. Its features help you to get information about the people who visit your page, where they come from and what they do.


This powerful tool helps you make conversions (desirable activities) on your page and can be tried for free. It begins by tracking visitors and then detecting their actions such as movement of the cursor to the X button. It then displays dedicated, specific information to them (special offers, newsletter subscribing, etc). You can personalize this message to suit your individual needs and it will be displayed when the user attempts to leave the page.

Search Engine Marketing (SEM) 

This is a group of promotional activities, such as carrying out a campaign of sponsored links, optimizing websites and positioning. The goal is to achieve visibility of your website when displaying search results.

Search Engine Optimization (SEO) 

These are the actions taken to achieve the top position in organic search results for our given web page. 

User Experience 

The main task of UX is to create websites and applications that will attract users’ attention and focus, as well as triggering specific behaviors.
Read more about UX here >>

Users Path 

In order for a user to reach a specific goal, which is usually a final page (such as a ‘thank you’ page after completing an order), the customer has to go through a number of other subpages of the site. The combination of these pages is a process called a ‘path’, this leads to the conversion (our goal). By checking this path carefully we can clearly see at what stage of the process the user leaves the page without making a conversion. This can be easily fixed by using QuitSnap, try it for free (14 days trial!) >>

Want to know a little more? Check our Users Path article >> 

We hope that this shortlist is helpful for all customers that are starting their e-commerce journey. In the upcoming publications we will present the digital world to you.