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Cookies are text files that are stored on a user’s device when they visit a website and are sent back to the server.

Cookies are used to collect and store information about how a user interacts on a website and their browsing behaviour, such as their preferences and browsing history. Cookies allow websites to remember users and personalise their experiences, as well as provide targeted advertising based on their interests.

There are two types of cookies: first-party and third-party.

First-party cookies are set by the website being visited, while third-party cookies are set by third-party advertisers or analytics providers.

Although cookies are widely used by websites for various reasons, including improving user experience and providing more relevant recommendations, there are some privacy concerns, especially with third-party cookies. However, General Data Protection Regulation (GDPR) aims to prevent any bad intent and protect visitors by requiring user consent for the use of cookies.

Click-through rate (CTR) is a metric used to measure the percentage of clicks a website or advertisement receives.

CTR shows the effectiveness of online marketing campaigns and how engaging and relevant the ad or website content is. While a high CTR indicates that a content is effective in generating interest and driving traffic, a low CTR might indicate that the content is not resonating with the target audience.

CTR can be calculated for various online marketing channels, including search engine ads, display ads, email campaigns, and social media posts. By monitoring and analysing CTR, businesses can optimise their online marketing strategies to improve engagement, conversions, and revenue.

Churn rate is a metric used to measure the percentage of customers or subscribers that cancel or do not renew their subscription or stop using the company’s products or services within a given period of time. It is calculated by dividing the number of customers lost during that time period by the total number of customers at the beginning of the period.

High churn rates can indicate that customers are dissatisfied with a business’s products or services, or that a business is failing to meet customer needs or expectations. Reducing churn rate is important for businesses, as it is typically more cost-effective to retain existing customers than to acquire new ones.

Strategies to reduce churn rate may include improving customer service, increasing product or service quality, offering loyalty programs, or providing personalised experiences. By monitoring and analysing churn rate, businesses can identify areas for improvement and take steps to retain customers and increase revenue.

A Call-to-Action (CTA) is a marketing term used to describe a statement or button on a website or advertisement to encourage the user to take action, such as signing up for a newsletter, downloading a free trial, or making a purchase.

The purpose of a CTA is to prompt the user to take the desired action, thereby increasing engagement and conversion rates. Effective CTAs use action-oriented language, such as “Buy Now,” “Sign Up,” or “Download,” and are strategically placed on the website or advertisement where they are most likely to be seen by the user.

CTAs can take many forms, including buttons, hyperlinks, or pop-ups, and are essential to any comprehensive digital marketing strategy. By optimising CTAs, businesses can increase the effectiveness of their marketing efforts and ultimately, drive more revenue.

Cart abandonment occurs when a potential customer adds items to their cart on an eCommerce website but leaves without carrying out an action and completing the purchase. It is a common challenge for online businesses, and it can occur for various reasons, such as unexpected shipping costs, complicated checkout processes, or technical issues.

Cart abandonment can result in lost sales and revenue for businesses, but it also provides an opportunity to understand customer behaviour and improve the shopping experience. To reduce cart abandonment, businesses can use strategies such as simplifying the checkout process, offering free shipping or discounts, sending reminder emails, and providing a good customer service.