Conversion & Marketing Glossary

Above the Fold

Above the fold refers to the area of a webpage that is visible in a browser window without scrolling — the first content a visitor sees the instant a page loads. The term originates from print newspapers, where the most important stories were placed on the upper half of the front page to attract buyers at a newsstand. On the web, it describes the most valuable and attention-critical real estate on any page.

Advocacy Marketing

Advocacy marketing is a strategy that identifies the most loyal, enthusiastic customers and empowers them to actively promote a product or service on behalf of the brand — through testimonials, referrals, social sharing, community participation, and word of mouth. Unlike influencer marketing, advocacy is built on genuine customer loyalty rather than paid arrangements, making it one of the most credible and sustainable forms of promotion.

Call to Action

A call to action (CTA) is a prompt — typically a button, link, or phrase — that directs a visitor to take a specific next step, such as signing up for a free trial, making a purchase, downloading a resource, or requesting a demo. A well-crafted CTA communicates exactly what will happen next and why the visitor should act now.

Conversion Rate

Conversion rate is the percentage of visitors who complete a desired goal — such as signing up, purchasing, or submitting a form — out of the total number of visitors in a given period. It is one of the most direct measures of how effectively a website or campaign turns interest into action.

Conversion Rate Optimization

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — such as purchasing, signing up, or requesting a demo — using data analysis, user research, and controlled experimentation to identify and remove the barriers preventing conversion.

Influencer Marketing

Influencer marketing is a form of social media marketing involving endorsements and product mentions from individuals — influencers — who have built a large, engaged following and carry significant influence over their audience's purchasing decisions. Influencers range from mega-influencers with millions of followers to nano-influencers with a few thousand, and their power derives from the perceived authenticity and trust their audience places in their recommendations.

Landing Page

A landing page is a standalone web page designed specifically for a marketing or advertising campaign, built around a single focused objective and a clear call to action. Unlike a homepage that serves many audiences and goals, a landing page eliminates distractions and guides every visitor toward one defined outcome — a sign-up, a purchase, a demo booking, or a lead capture.

Objection Handling

Objection handling is the process of identifying, addressing, and resolving the concerns, doubts, and hesitations that prevent prospects from converting into customers. In sales, it refers to the structured techniques used to respond to verbal objections; in marketing, it refers to proactively building content, messaging, and page design that neutralises common objections before a prospect even raises them.

Referral Marketing

Referral marketing is a growth strategy that encourages existing customers to recommend a product or service to people in their network, typically in exchange for an incentive or reward such as a discount, credit, or cash bonus. Unlike organic word-of-mouth, referral marketing formalises and amplifies recommendations through a structured programme with defined incentives and tracking.

Social Selling

Social selling is the practice of using social media networks — primarily LinkedIn, X (Twitter), and Instagram — to identify, connect with, educate, and nurture prospects, ultimately converting them into customers through relationship-building rather than direct pitching. It replaces cold outreach with value-driven engagement, positioning the seller as a credible, helpful expert before any sales conversation begins.

Urgency Marketing

Urgency marketing is a set of tactics that create a sense of time pressure or scarcity to motivate prospects to make a purchasing decision sooner rather than later. By signalling that an offer, price, or opportunity is limited — whether by time, quantity, or availability — urgency marketing activates loss-aversion psychology and accelerates the decision-making process.

Word-of-Mouth Marketing

Word-of-mouth marketing (WOMM) is marketing driven by satisfied customers voluntarily recommending a product or service to others — through personal conversations, online reviews, social posts, or direct referrals — without paid promotion. It is widely regarded as the most trusted and cost-effective form of marketing because the endorser has no financial incentive and speaks from genuine personal experience.