Cache:
Area of memory that stores the contents
of frequently accessed data or
instructions, which improves the
processing times of a computer. Two
types of cache are memory cache and disk
cache.
Call to Action
(CTA):
relates to
Conversion – CTA is a specific
message/graphic urging the user act. CTA
Design is the art of moving visitors
from one page to the next, and finally
persuading them to take an expected,
predetermined action.
The benefit of CTA
Design is conversion – the art of CTA
design is balanced by the science of Web
metrics: specific CTA changes measured
over time determine success in terms of
hard evidence: conversions. Since
dynamite graphics or beautiful
aesthetics alone will not persuade or
encourage site visitors to your goals if
the CTA is not based on insight of the
target market's needs.
A CTA must be based on
an understanding of the sales process, a
well crafted plan, and communication
that anticipates all the needs (and
objections, questions, etc.) of the
customer, rolled into messaging and/or
graphics to encourage the user to act.
Cascading Style Sheets:
see CSS.
Clickthrough
rate (
CTR ): relates to
Web Metrics
– CTR is a percentage of
users – out of the total number with the
opportunity to do so – who click on a
link in a search engine or ad element
that redirects to another Web location
or another frame or page within the
advertisement. There are three types of
ad clicks: 1) clickthroughs; 2) in-unit
clicks; and 3) mouseovers. (Ad
clickthroughs should be tracked and
reported as a '302 redirect' at the ad
server and should filter out robotic
activity.)
Cookies: a.k.a. Web
cookies or HTTP cookies – a small text
file sent by a Web server to a browser
and then sent back unchanged by the
browser each time it accesses that
server. "Cookie" is derived from the
Unix "magic cookie." HTTP cookies are
used for
authenticating, tracking, and
maintaining specific information about
users, such as site preferences and the
contents of their
electronic shopping carts.
Conversion: relates to
CTA – Web
site conversion is a specific action
related to internet marketing
objectives, where a user's behavior is
measured when it changes from one state
(or more) to a desired state.
Typical Conversions (often reported as a
rate i.e. % of total traffic per month):
- forms filled in
- phone calls from
the Web site (1-800 etc)
- request for
information
- request for
proposal
- ecommerce
transactions
Content Management System
(CMS): A Content
Management System provides control over
Web sites to add, edit or delete
content. A CMS is an alternative to
having technically trained staff or
depending on a third party – your can
change your site regularly and keep it
looking great without any technical
knowledge.
The term CMS refers to
a range of technologies and techniques –
from software that allows simple Web
page updates to comprehensive Web portal
publishing systems. All CMS' at least
allow text edits to specific Web pages
and the ability to commit the changes to
your Web site and see it immediately
published. More flexible systems allow
for more changes, e.g. formatting
styles, adding pages and changing
navigation. Enterprise CMS's provide
business rules. For example, a process
that ensure content creators/editors
only create draft content, that a senior
person (e.g. marketing manager) most
approve before going live.
Benefits of a CMS are
ease of publishing, timeliness of
publishing and lower publishing costs
are all cited as reasons for a CMS.
Other benefits include a system for
organizing and facilitating
collaborative creation of documents and
other content. A sophisticated content
management system also offers control
and mitigates risk: cohesive branding
due to templates and other publishing
rules; and access/authorization on
business rules for content creation,
edits and approval.
Cost Per Click (CPC):
see Pay Per Click.
Click through rate (CTR):
A measurement of the user-initiated
action of responding to (such as
clicking on) an ad element causing a
redirect to another Web location or
another frame or page within the
advertisement. The rate is the ratio of
ad clicks throughs to total ad
impressions. There are three types of ad
clicks:
- click throughs
- in-unit clicks
- mouseovers
Ad click throughs
should be tracked and reported as a 302
redirect at the ad server and should
filter out robotic activity, a.k.a. Ad
click and Ad click rate.
Corporate Identity: The
overall impression that an organization
makes on its clients, including, but not
limited to, logo, brand names, and
corporate colors. It is the visual
reflection of an organization and its
products and services. The design
elements of a corporate identity should
be carried over to other corporate
assets including Web sites and
traditional media, such as printed
material. This consistency helps to give
the organization the image it seeks as
part of its overall strategic direction.
CPC or Cost Per Click:
see Pay Per Click.
Crawlers: see
Spiders.
CSS: used to format
HTML, SGML and XML-based documents. CSS
is a stylesheet language used to
describe the presentation of such
documents, for example Web pages. Its
most common application is to style Web
sites. |
