Back in our PPC article we promised you fine people that it would be the first in a series addressing the confusing mountain of marketing jargon and acronyms that the industry has built itself. Well never let it be said Upskill Digital is not a Blog of its word! Today we bring you the next instalment of our Jargon Busting series. This time we’re focussing on the various acronyms associated with your primary goal when advertising online: visits to your site.

Marketing Jargon the First: Page Views

First up we have your page views or PV. This is how many times, in total, a particular page has been viewed. Each time a link is clicked and the content loads, that’s a PV. If this is ticking up then you’re succeeding: people are turning up to see your site. As its Page Views not Site Views this metric also lets you work out what the most popular pages on your site are. Take a look at your blog posts for instance and see which topics get the most views. This will help you tailor your content creation to what your target audience want to see and stop you wasting time on article subjects few people are reading.

Unique Visitors

As opposed to your gross PV, Unique Visitors (UV) keeps track of how many individuals have been to your site. Combined with page views, the ratio between the two allows you to work out if you have a few dedicated visitors who are making up the majority of your traffic or if you have lots of people who turn up once but are never heard from again.
Whether PV or UV is most important to you will vary depending on your type of business. If you get your revenue from advertising for example, then PV is all important.

Bounce Rate

Now for the negatives: Bounce Rate (BR), usually displayed as a percentage, is the proportion of visitors to your site that are leaving without interacting further with the site – typically only viewing a single page. It’s easy to see why this is considered a negative. Only a single page view means the visitor hasn’t been enticed to check out the rest of your site and is unlikely to have made a purchase or clicked on ads.
On the other hand there are a few website models where a high BR is to be expected. Sites geared to visitors clicking sponsored ads or that are just there to promote an Etsy or Ebay shops need not worry about BR so much.

Conversion Rate

Our final Marketing Jargon for today and another percentage figure. Your Conversion Rate (CR) is the proportion of visitors that complete the intended goal of your site. Whether you want people buying a product, clicking ads or leaving their contact details, a high CR demonstrates you’re doing something right. When you first look up your Conversion Rate you may get discouraged at the low numbers and think you’re an e-failure destined only for obscurity. Don’t lose heart! Most industries have an average CR of 1-5% while the top sites typically manage a CR of around 11%.

Found today’s Jargon Busting article helpful? Check out our blog for the rest of the series!