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glossary-C |
| Click-through Rate |
| The number and percentage of recipients who
clicked on a particular URL included in an email , a webpage etc |
| Conversion Optimisation |
| Two phase process which is made up of analysing the collaborative effect of your eMarketing efforts and optimising their effect in turning visitors into customers. |
| Conversion Rate |
| The percentage of visitors to a website that perform a desired action, such as making a purchase or filling out a form. For example, if 30 visitors out of 100 subscribe to a newsletter for example the conversion rate is expressed as 30%. |
| CMS |
| Content Management System - A nifty script or program for maintaining websites. If you have a really hot CMS program you can almost do anything; you no longer have to depend on anyone else when it comes to maintaining your site - but be sure that you get a really good one! |
| Cookies |
| No they’re not the yummy treats we have at teatime: cookies are small text files that are stored on an end-user’s computer that allow websites to identify the user, and allow the website owner to construct a profile of that user. |
| CAD |
| Abbreviation of Ctrl Alt Delete, this command will end programs and restore the warm fuzzy feeling you had before things went to hell in a hand basket. |
| CPA |
| Cost Per Action. Refers to the cost of acquiring a new customer. The advertiser only pays when a desired action is achieved (sometimes called cost per acquisition). |
| CPC |
| Cost Per Click. Refers to when an advertiser
only pays when their ad is clicked upon, giving
them a visitor to their site -typically from a
search engine in Pay Per Click search
marketing |
| CPM |
| Cost Per Mille. Refers to Cost per 1000 ad impressions . An advertiser pays each time 1000 impressions of their ad are shown |
| CSS |
| Cascading Style Sheets. This is a language used to describe how an HTML document should be formatted. Cascading Style Sheets provide the ability to separate the layout and styles of a webpage from the data or information. |
| Cybersquatting |
| Cybersquatting occurs when a domain name that contains the name of a well-known brand/subject/trademark i.e. emarketing.com is purchased with no intent to be developed but rather sold off to the highest bidder. |
| Call To Action |
| A CTA is a phrase written to motivate the reader to take action. (sign up for our newsletter, book car hire today etc.). |
| Contextual Advertising |
| Advertising on content based rather than on search sites. |
| Cache |
| A cache is a temporary copy of a collection of data. If accessing the original data is proving to be resource heavy (read time-consuming), then users can access the cache thereby not having to reload the original data. |
| Clicks and Mortar |
| A business that has both online trading capabilities and offline physical stores. |
| Cross Marketing |
Marketing other products or services to an
existing customer. Cross marketing enhances
the ability for generating further sales. Also
known as Cross Selling.
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| Cross Selling |
| See Cross Marketing |
| Click Paths |
| The pattern of clicks, entry and exit points of a user’s interaction with a website. |
| Customer Life Cycle |
| The progressive steps a customer goes through when purchasing, using or considering a product or service. |
| CAPTCHA |
| CAPTCHA stands for “Completely Automated Turing Test To Tell Computers and Humans Apart” and it does pretty much what it says. It is a program that asks a user to complete a simple test to prove the user is human and not a computer. The most common test is by typing in the content of a distorted image of numbers and text that a computer is unable to read. |
| Click Fraud |
| The act of generating invalid clicks on an advert. Deliberate invalid clicks may be generated by competitors to waste the media budget of an advertiser or by site owners hosting the advert in order to increase profits from the clicks. |
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