A

Above the fold

Copy that appears in the window screen without the viewer having to scroll down. Think of the fold as in traditional direct mail letter.

B

Below the fold

Copy on screen that can only be seen by scrolling down. Copy below the fold does not appear in the window when the landing page first loads. Think of it as copy below the fold in a direct mail package.

C

Check box

A check box usually has a single question and provide a series of possible answers for the recipient to check. Unlike radio buttons where only one answer can be selected, with check boxes a person can click on all that apply. For instance, a Web site might ask you to choose all the subjects you are interested in receiving information about, such as health, travel,

Clickthrough

The act of a person clicking on a banner ad or link, which brings them to more detail and specific information about the subject the clicked on. Used as a verb, the term would be listed as two words, as in, “the person clicked through to the landing page.” The word is also used as a noun as in, “the number of clickthroughs generated from a page.”

Conversions

IThe number of people versus the number of total clicks who completed the company’s desired goal, whether that goal is, for example, to sell something or get the person to register or download some content.

D

Database query

When a Web page, application or form calls to a database for a piece of information. A common example would be a credit card confirmation.

Datamart

A small database that can be used independently of an enterprise level data warehouse. This is faster and more portable, and therefore less comprehensive.

Drop-down/pull down boxes

A small table that pulls down when a mouse is moved over the top line. The tables include boxes of fields designed for a visitor to type or fill in a piece of information.

Dynamic landing pages

First, let’s define the word “dynamic.”  Dynamic means that the copy, content or image changes depending on who is looking at it. Those changes are based on certain factors (e.g. business rules) set by the company. Usually, those factors center around the visitor, including the path a person travels on a Web site, his transactional history with your firm or what you may already know about his demographics, or the transaction history or demographics, or the transaction history or demographics of  people similar to him

F

Fake hero shot

Very often, when graphic images of the items being marketed 9e.g., the hero shot) are reduced and placed on a landing or splash page, such as books or e-newsletters, the type gets too small to read. To prevent this, marketers will reset the type on the title, author, etc. just large enough so that it is readable, and place it over the unreadable text, so that it looks like one cohesive piece. This is called a :Fake’ hero shot because the copy has been dummied in separately.

N

Navigation bar

The navigation bar is a ‘dashboard” of main category buttons or links that help a visitor drill down deeper into your Web site to find the information they need or are interested in. It usually contains such headers as “Products, Services, About us, Contact Us,” etc.

Nested tables

Nested tables refer to tables embedded inside other tables. They are a function of the design of your Web site or landing page. While some experts say that nested tables can slow page load time down, others feel that if the page is designed well nested tables don’ t pose a speed problem.