A/B Testing
A controlled comparison of two versions of a page, advertisement, email or interface to determine which produces a better measurable result.
MAXIBERN KNOWLEDGE BASEDigital business,
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A practical reference for the website, marketing and technology terms every modern business owner should understand.
UPDATED REGULARLY · 58 ESSENTIAL TERMS58 TERMS
Browse clear explanations of essential digital business language.
A
Accessibility
The practice of designing digital experiences that people with visual, hearing, motor or cognitive disabilities can perceive, understand and use.
Algorithm
A defined set of rules a computer follows to process information, solve a problem or decide what content and results to display.
Analytics
The collection and interpretation of website, campaign and customer data to understand behaviour, measure performance and guide decisions.
API
An Application Programming Interface allows different software systems to exchange data and trigger functions securely without sharing their internal code.
Artificial Intelligence (AI)
Technology that enables computers to perform tasks associated with human intelligence, including understanding language, recognising patterns and generating content.
B
Backlink
A link from another website to your website. Relevant, trustworthy backlinks can strengthen authority and improve search visibility.
Bounce Rate
The percentage of visits in which a person leaves without taking another recorded action. Its meaning depends on the page purpose and analytics setup.
Brand Identity
The coordinated visual and verbal system through which a business is recognised, including its logo, colours, typography, imagery, voice and messaging.
Brand Positioning
The distinct place a brand aims to occupy in customers’ minds compared with available alternatives.
Browser
Software such as Chrome, Safari, Edge or Firefox that retrieves and displays websites and web applications.
C
Call to Action (CTA)
A clear prompt that tells a visitor what to do next, such as Request a callback, Buy now, Download or Subscribe.
Canonical URL
The preferred address for a page when identical or very similar content can be reached through multiple URLs.
Cloud Computing
The delivery of computing resources—including storage, databases and applications—through remote internet-connected infrastructure.
CMS
A Content Management System allows authorised users to create, edit and publish website content without changing the site’s core code.
Content Marketing
The strategic creation and distribution of useful content to attract, educate and convert a defined audience over time.
Conversion
A valuable action completed by a user, such as submitting an enquiry, making a purchase, booking a meeting or subscribing.
Conversion Rate
The percentage of eligible users who complete a defined conversion: conversions divided by total relevant visits or users, multiplied by 100.
Cookie
A small file stored by a browser to support functions such as sessions, preferences, analytics or advertising, subject to applicable privacy requirements.
CRM
Customer Relationship Management software organises customer details, enquiries, sales activity, communication and follow-up in one system.
CSS
Cascading Style Sheets control the visual presentation of web pages, including layouts, colours, spacing, typography and responsive behaviour.
Customer Journey
The sequence of interactions a person has with a business from first awareness through evaluation, purchase, support and loyalty.
D
E
E-commerce
The buying and selling of products or services through websites, applications or other digital channels.
Email Marketing
Permission-based communication sent by email to nurture relationships, share useful information and encourage measurable actions.
Engagement Rate
A measure of how actively an audience interacts with content, often based on clicks, reactions, comments, shares or meaningful sessions.
F
Favicon
The small brand icon displayed beside a website’s title in browser tabs, bookmarks and some search results.
Firewall
A security control that monitors and filters network traffic according to defined rules, helping block unauthorised access.
Frontend
The visible, interactive part of a website or application that users experience in their browser or device.
G
H
I
Impression
One recorded instance of content, an advertisement or a search result being displayed, whether or not it is clicked.
Indexing
The process by which a search engine analyses eligible pages and stores information about them for possible inclusion in search results.
Internal Link
A link connecting one page of a website to another page on the same website, supporting navigation and helping search engines understand relationships.
K
L
Landing Page
A focused page designed around a specific audience, campaign and conversion goal, with limited distractions.
Lead
A person or organisation that has shown potential interest in a product or service and provided enough information for follow-up.
Local SEO
The optimisation of a business’s website and online presence to improve visibility for geographically relevant searches.
M
O
P
R
S
SaaS
Software as a Service is software accessed online, commonly through a subscription, while the provider operates and maintains the platform.
Search Engine Marketing (SEM)
The use of paid search advertising to place relevant offers in front of people actively searching for related solutions.
SEO
Search Engine Optimisation improves a website’s technical quality, content relevance and authority to increase useful visibility in unpaid search results.
Sitemap
A structured list of important website URLs that helps users or search engines discover and understand available pages.
SSL Certificate
A digital certificate that enables encrypted HTTPS connections and helps visitors confirm they are communicating with the intended website.
T
U
UI
User Interface describes the visual controls, screens and interactive elements through which a person uses a digital product.
URL
A Uniform Resource Locator is the complete address of a specific resource on the internet.
User Experience (UX)
The overall quality of a person’s interaction with a product, including usefulness, clarity, accessibility, efficiency and satisfaction.
W
Web Application
Interactive software delivered through a web browser, often providing accounts, workflows, dashboards or data processing beyond a standard content website.
Website Maintenance
Ongoing work that keeps a website secure, current, functional and performant through updates, monitoring, backups and improvements.
Wireframe
A simplified structural plan showing the hierarchy, content and functionality of a page before detailed visual design begins.
Technology should feel clear—not confusing.
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