Glossary

A reminder triggered when someone leaves items unbought. The highest-return automation in e-commerce.

Introduced in module 03 · Write Email People Open

When a customer brings you someone else. The only channel that gets cheaper as it grows.

Introduced in module 01 · Map the Ground You're Standing On

A partner paid a share of what they actually sell, tracked by link or code. You pay for results, so the risk sits with them.

Introduced in module 11 · Borrow Someone Else's Audience

The funnel stage where the person does not know you exist. Their question is "does this exist?" and your job is to be found or noticed.

Introduced in module 01 · Map the Ground You're Standing On

A link from another site to yours, treated by search engines as someone vouching for you. Relevance and credibility beat volume.

Introduced in module 02 · Get Found

The instruction to do the next thing. Works when it describes the reader’s next moment rather than your system — "Get the quote", not "Submit".

Introduced in module 09 · Write Words That Work

The one address you declare as authoritative when the same content is reachable at several URLs. A technical SEO concern.

Introduced in module 02 · Get Found

Leaving without completing a purchase. Most often caused by a total cost that only appears at checkout.

Introduced in module 06 · Open the Shop

The share of customers who leave in a period. The clearest satisfaction signal, arriving after it is too late to act on that customer.

Introduced in module 08 · Keep the Customers You Win

The funnel stage where someone is comparing options. Their question is "is this for me?" and your job is evidence rather than persuasion.

Introduced in module 01 · Map the Ground You're Standing On

The decisions made before creating: who it is for, what they need to know, what you will publish, where, how often, and how you will judge it. Fits on one page.

Introduced in module 10 · Plan Content That Lasts

Difference big enough to register — in size, weight, colour or space. An accessibility requirement, not a taste preference.

Introduced in module 04 · Design It Yourself

Both a funnel stage and an event: the moment an interested person does the thing you wanted — buys, books, or sends the form.

Introduced in module 01 · Map the Ground You're Standing On

How long after a click a sale still counts for the partner. Together with the attribution rule, the clause that causes most affiliate disputes.

Introduced in module 11 · Borrow Someone Else's Audience

What an advertiser pays for one click on a term. Useful even if you never advertise: it is the market pricing a visitor for that query.

Introduced in module 02 · Get Found

Customer relationship management: a record of every person connected to your business and everything that has passed between you. Memory you cannot lose.

Introduced in module 05 · Run Your Social Presence

Reach, acquisition, conversion, retention, advocacy. Unlike the funnel it does not end at the transaction.

Introduced in module 01 · Map the Ground You're Standing On

Whether your email reaches the inbox at all. Governed by authentication records, sending reputation and list quality — and no subject line fixes it.

Introduced in module 03 · Write Email People Open

Everything done to earn attention and interest through a screen — search, ads, email, social, video and your own pages. Its output is an interested person.

Introduced in module 01 · Map the Ground You're Standing On

The bucket for visits with no referrer — mail clients, PDFs, messaging apps, privacy-stripped referrers. Rarely people typing your address.

Introduced in module 07 · Read the Numbers

Labelling paid promotion as paid. A legal requirement in the Netherlands and the EU, and the damage from skipping it lands on the brand.

Introduced in module 11 · Borrow Someone Else's Audience

The machinery of selling online: product page, cart, checkout, payment, confirmation and returns. Its output is a completed transaction.

Introduced in module 01 · Map the Ground You're Standing On

The share of sessions that lasted, scrolled or converted. Replaced bounce rate, which measured the opposite and was routinely misread.

Introduced in module 07 · Read the Numbers

The unit GA4 records everything in: a page view, click, scroll or purchase, with parameters attached.

Introduced in module 07 · Read the Numbers

A sequence of messages triggered by what someone did or did not do, branching on their response. The difference between a mailing list and a system.

Introduced in module 03 · Write Email People Open

An event you have marked as meaning something happened — a form sent, a purchase, a booking. What GA4 calls a conversion.

Introduced in module 07 · Read the Numbers

A proxy for how many well-linked pages already answer a query. The number that stops you writing a page that could never reach page one.

Introduced in module 02 · Get Found

The CRM field recording where a contact stands in the relationship. One of the fields that turns a contact list into a pipeline.

Introduced in module 05 · Run Your Social Presence

The stage after the first purchase, where the question is "am I doing this again?". Cheaper than acquisition because the finding is already paid for.

Introduced in module 01 · Map the Ground You're Standing On

A model of how strangers become customers, in four stages — awareness, consideration, conversion, loyalty — each with a different question in the customer’s head.

Introduced in module 01 · Map the Ground You're Standing On

The summary shown under a result in search. Treat it as the advertisement for the page — a promise, not a synopsis.

Introduced in module 10 · Plan Content That Lasts

Roughly 10,000 to 100,000 followers — credible, affordable, and large enough that one partnership justifies the administration.

Introduced in module 11 · Borrow Someone Else's Audience

"How likely are you to recommend us." Easy to compare, easy to game, and a single number that hides the reason.

Introduced in module 08 · Keep the Customers You Win

The share of recipients recorded as opening an email. Inflated by privacy features that pre-load images, so treat it as a trend and judge on clicks.

Introduced in module 03 · Write Email People Open

The security standard governing how card data is handled. A continuing obligation, which is the real reason not to hand-build a checkout.

Introduced in module 06 · Open the Shop

The line shown beside the subject in an inbox. A second headline you control, and one most senders waste.

Introduced in module 03 · Write Email People Open

Recognising the separate ideas inside one substantial piece and publishing each in the format that suits it. Not the same as reposting.

Introduced in module 10 · Plan Content That Lasts

Everything that makes the second purchase happen — the product working, the useful follow-up, the reminder that arrives in time.

Introduced in module 01 · Map the Ground You're Standing On

Roughly how many people search a term each month. Tells you how many are asking, not whether you can be the answer.

Introduced in module 02 · Get Found

Search engine marketing — paid search. Instant, measurable to the cent, and it stops the moment you stop paying.

Introduced in module 02 · Get Found

Search engine optimisation: making your site the best available answer to a real question, and easy for a crawler to understand. Splits into technical, on-page and off-page.

Introduced in module 02 · Get Found

DNS records that prove mail claiming to be from your domain really is. Missing them is a direct cause of landing in spam.

Introduced in module 03 · Write Email People Open

Put a competitor’s name in your headline. If it still reads well, you wrote a category label rather than a headline.

Introduced in module 09 · Write Words That Work

The page title search engines show in results. On-page work, not technical — and the usual cause of high impressions with no clicks.

Introduced in module 02 · Get Found

A version of a product differing by size, colour or format, often with its own price and stock. Where most of a catalogue’s complexity lives.

Introduced in module 06 · Open the Shop

The order in which a viewer takes things in. Exactly one element should arrive first; the one-second test tells you whether it does.

Introduced in module 04 · Design It Yourself

Voice is how you always sound and should not change; tone is the register for a particular moment and moves by channel.

Introduced in module 09 · Write Words That Work

Unfilled area. Space around an element makes it look deliberate; space between groups shows what belongs together.

Introduced in module 04 · Design It Yourself