Digital Dictionary
62 digital, UX, software, marketing and AI terms, explained in plain language. Each entry starts with a short definition and links to the service where we apply it.
All terms A to Z
A
- A/B TestingAnalytics & Optimization
- A/B testing is a controlled experiment that shows two versions of a page, email or feature to comparable audiences and measures which one performs better against a defined goal.
- Accessibility TestingUX/UI Design
- Accessibility testing is the process of evaluating your websites, applications, and software to ensure they are usable by everyone, including individuals with disabilities.
- Agile DevelopmentWeb Development
- Agile development is an iterative way of building software in short cycles, releasing working increments often and adapting the plan based on user and stakeholder feedback.
- Agile Project ManagementProject & Account Management
- Agile project management is an iterative methodology focused on collaboration, flexibility, and continuous improvement.
- AI ConsultantAI Solutions
- An AI consultant is a specialist who helps an organisation identify where artificial intelligence creates business value, and plans, validates and guides its implementation.
- AI MarketingAI Solutions
- AI marketing involves incorporating AI technologies into your broader marketing strategy to improve efficiency, personalize customer interactions, and make data-driven decisions.
- API TestingWeb Development
- Application Programming Interface (API) testing is a critical, yet often overlooked, aspect of ensuring your digital products are robust, reliable, and scalable.
B
- Brand StrategyDigital Strategy
- Brand strategy is a comprehensive plan that articulates your brand's purpose, values, and unique identity.
C
- Cloud Computing ServicesWeb Development
- Cloud computing services provide on-demand computing resources, such as servers, storage, databases and software, over the internet, billed by usage instead of owned infrastructure.
- Content MarketingDigital Marketing
- Content marketing is the practice of creating and distributing useful, relevant content to attract a defined audience and turn it into customers over time.
- Conversion Rate OptimizationAnalytics & Optimization
- Conversion rate optimization (CRO) is the systematic process of increasing the share of visitors who complete a desired action, such as a purchase, sign-up or enquiry.
- Cross-Platform DevelopmentWeb Development
- Cross-platform development is building one application codebase that runs on several operating systems, such as iOS and Android, instead of separate native apps.
- Customer Journey MappingProject & Account Management
- Customer journey mapping is the practice of visualising every step and touchpoint a customer goes through with a brand, including their goals, emotions and pain points.
- Customer SegmentationAnalytics & Optimization
- Customer segmentation is dividing customers into groups that share characteristics, needs or behaviours, so products and marketing can be tailored to each group.
D
- Digital Marketing StrategyDigital Marketing
- A digital marketing strategy is a plan that defines how an organisation will use online channels, content and data to reach its business goals.
- Digital Strategy ConsultingDigital Strategy
- Digital strategy consulting is advisory work that helps an organisation decide which digital products, channels and capabilities to invest in to reach its business goals.
- Display AdvertisingAnalytics & Optimization
- Display advertising involves using visually appealing ads on websites, apps, and other digital platforms to reach potential users.
E
- Email MarketingDigital Marketing
- Email marketing is using email to send targeted, permission-based messages to prospects and customers to build relationships, drive sales and retain users.
- Experiential MarketingDigital Marketing
- At its core, experiential marketing is about creating immersive experiences that allow people to interact with a brand in a meaningful way.
F
- Front-End DevelopmentWeb Development
- Front-end development is building the parts of a website or application that users see and interact with, using HTML, CSS and JavaScript.
- Full-Stack DevelopmentWeb Development
- Full-stack development involves designing, developing, and maintaining both the front-end (what users see and interact with) and the back-end (the server-side logic and databases) of a digital product.
- Functional TestingWeb Development
- Functional testing is a software testing type that checks each feature of an application works according to its requirements, by comparing actual output with expected results.
H
- Heuristic EvaluationUX/UI Design
- A heuristic evaluation is a usability inspection in which experts review an interface against established usability principles to find problems before users encounter them.
I
- Information ArchitectureUX/UI Design
- Information architecture (IA) is the structure, organisation and labelling of content in a website or application, so users can find what they need.
- Instagram AdvertisingDigital Marketing
- Instagram advertising is paid promotion on Instagram, using image, video, carousel, Stories and Reels formats targeted by audience data from Meta's ad platform.
K
- Keyword ResearchAnalytics & Optimization
- Keyword research is the process of finding and analysing the search terms people use, to decide which topics and queries a website should target.
L
- Lead GenerationLead Generation
- Lead generation is about creating interest, capturing contact information from potential customers, and then nurturing those prospects through relevant and engaging interactions.
- Lead ManagementLead Generation
- Lead management is the process of capturing, scoring, nurturing and routing potential customers from first contact until they are ready for sales.
- Load TestingWeb Development
- Load testing is a critical practice that helps evaluate how digital products behave under normal and peak conditions, allowing businesses to create more reliable and scalable applications.
M
- Marketing AutomationDigital Marketing
- Marketing automation is software that runs repetitive marketing tasks, such as email sequences, lead scoring and segmentation, based on rules and customer behaviour.
- Mobile App DevelopmentWeb Development
- Mobile app development is creating software applications specifically designed to run on mobile devices, such as smartphones and tablets.
O
- Off-Page SEODigital Marketing
- Off-page seo is the process of building your website's reputation and authority through activities conducted elsewhere on the internet.
- On-Page SEODigital Marketing
- On-page SEO is optimising the content and HTML of individual pages, such as titles, headings, copy and internal links, so they rank for relevant searches.
- Online AdvertisingDigital Marketing
- Online advertising is paid promotion delivered over the internet, including search, display, social, video and retail media ads.
P
- Pay Per ClickDigital Marketing
- PPC is a digital advertising model where you pay only when someone clicks on your ad.
- Performance MetricsAnalytics & Optimization
- Performance metrics are quantifiable measurements used to evaluate the success and efficiency of various aspects of your digital product.
- Performance TestingAnalytics & Optimization
- Performance testing is a critical process that ensures your digital products operate efficiently under various conditions, providing a seamless user experience and contributing to your business objectives.
- Pinterest AdsDigital Marketing
- Pinterest ads are paid, promoted Pins that appear in Pinterest feeds and search results, targeted by interests, keywords and audience data.
- Predictive AnalyticsAnalytics & Optimization
- Predictive analytics uses historical data, statistics and machine learning to estimate the likelihood of future outcomes, such as churn, demand or purchase intent.
- Project Planning SoftwareProject & Account Management
- Project planning software is a tool for defining project tasks, timelines, dependencies, resources and progress, so teams can plan and track delivery.
R
- Responsive Web DesignUX/UI Design
- Responsive web design is an approach in which a website's layout adapts to the screen size and device it is viewed on, from phones to desktops.
S
- Search Engine OptimizationAnalytics & Optimization
- SEO is the practice of optimizing your digital product's online presence to rank higher in search engine results pages (SERPs) like Google, Bing, and others.
- Security TestingWeb Development
- Security testing is the practice of finding vulnerabilities in software, such as weak authentication or injection flaws, before attackers can exploit them.
- SEO AuditAnalytics & Optimization
- An SEO audit is a comprehensive health check for your website.
- SEO StrategyDigital Marketing
- An SEO strategy is a plan for earning organic search visibility, covering target topics and keywords, technical fixes, content and authority building.
- Single Page ApplicationsWeb Development
- A single page application (SPA) is a web application that loads one page and updates content dynamically in the browser instead of loading new pages.
- Social Media AdvertisingDigital Marketing
- Social media advertising involves using platforms to connect with a target demographic, showcase products, and gather feedback.
- Social Media MarketingDigital Marketing
- Social media marketing is using social platforms to build an audience, publish content, engage communities and drive business results, through organic and paid activity.
- Social Media StrategyDigital Strategy
- A Social Media Strategy is more than just posting updates; it's a comprehensive plan outlining how you'll use social platforms to achieve specific business goals.
- Software TestingWeb Development
- Software testing is a fundamental process that goes beyond simply identifying bugs; it's a comprehensive approach to guaranteeing the overall quality and success of your digital product.
T
- Technical SEOAnalytics & Optimization
- Technical SEO is optimising a website's infrastructure, such as crawlability, indexing, rendering, speed and structured data, so search engines can access and understand it.
- Test AutomationWeb Development
- Test automation involves using software tools to execute pre-scripted tests, compare the results to the expected outcomes, and report on the success or failure of those tests.
U
- Usability TestingUX/UI Design
- Usability testing is observing representative users as they try to complete tasks with a product, to find where the design causes confusion or errors.
- User Acceptance TestingWeb Development
- User acceptance testing (UAT) is the final testing phase in which real users or business stakeholders confirm that software meets their needs before release.
- User Experience DesignUX/UI Design
- User experience (UX) design is the process of shaping how a product works and feels for its users, from research and structure to interaction and usability.
- User ResearchUX/UI Design
- User research is the study of users' needs, behaviours and motivations through methods such as interviews, observation and surveys, to inform product decisions.
- User Satisfaction SurveysProject & Account Management
- User satisfaction surveys are structured questionnaires designed to gather insights into how users perceive your product or service.
- User-Centered DesignUX/UI Design
- User-centered design is a design process that involves users throughout, basing decisions on research into their needs and validating solutions with them.
- UX ResearchUX/UI Design
- UX research goes beyond simple assumptions, it is a systematic investigation into user behaviours, needs, and motivations.
W
- Web AccessibilityUX/UI Design
- Web accessibility is designing and building websites so people with disabilities can perceive, navigate and use them, typically measured against WCAG guidelines.
- Web ComponentsWeb Development
- Web components are a set of browser standards for creating reusable, encapsulated custom HTML elements that work across frameworks.
- WireframingUX/UI Design
- Wireframing is creating simplified, low-fidelity layouts of screens that show structure, content hierarchy and functionality before visual design begins.
Terms by category
AI Solutions
Web Development
UX/UI Design
Digital Marketing
Analytics & Optimization
Digital Strategy
Lead Generation
Project & Account Management
Let's talk about what you want to build
Tell us where you are. We will come back with a clear next step, not a sales deck.
We reply within 1 business day, usually the same day. Not ready to talk? Take the free AI assessment.