Ever see a word, phrase, acronym, or abbreviation in the Unfunnel blog or the MMBF private Facebook group and say to yourself, “WTF does that mean?” Never fear – the Unfunnel Glossary of Online Marketing terms is here! These online marketing terms cover what’s frequently used inside UF Growth Labs and the MMBF Facebook group so you can learn the lingo. Trust me – you’ll catch on quick. This list is by no means exhaustive, but if you feel there’s something important that I missed, shoot an email over to hello@unfunnel.com and let us know!

1. 2018 Online
Business
Glossary
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2. Ever see a word, phrase, acronym, or abbreviation in the Unfunnel blog or
the MMBF private Facebook group and say to yourself, “WTF does that mean?”
Never fear - the Unfunnel Glossary of Online Marketing terms is here!
These online marketing terms cover what’s frequently used inside UF Growth
Labs and the MMBF Facebook group so you can learn the lingo. Trust me - you’ll
catch on quick. This list is by no means exhaustive, but if you feel there’s
something important that I missed, shoot an email over to hello@unfunnel.com
and let us know!
Love,
Your Local Neighborhood Community Manager
40/10/10 - Optimal conversion rates in relation to lead magnet, tripwire, and
core offer, respectively.
ActiveCampaign (AC) - a popular email marketing automation tool.
Affiliate - An affiliate member can receive commission for helping refer new
customers.
Analytics - is the measurement, collection, analysis, and reporting of web data
for purposes of understanding and optimizing web usage.
The Ultimate Glossary of
Marketing Terms For Online
Business Builders

3. Angel Investor - An individual who invests a certain amount of money (usually
25-500k) early on, in order to get the company off the ground.
API - Application Programming Interface. An API is a way for web programs to
connect with one another using code instead of an interface in a browser. You
can use email service providers’ APIs to integrate them with Leadpages.
Autoresponder - a program that automatically generates a set response to all
messages sent to a particular email address.
Average Customer Value (ACV) - A formula that tells you how much your
customer is worth.
Average Visitor Value (AVV) - A formula that tells you how much you can pay per
click.
Aweber (AW) - a popular email marketing automation tool.
Bottom of Funnel (BOFU) - Relates to content and offers at the “Conversation”
stage of the marketing funnel.
B2B - Acronym for Business-to-Business. A type of business transaction that is
carried between two companies (as opposed to a business selling to a consumer,
B2C)
B2C - Acronym for Business-to-Customer. A type of business transaction that is
carried between a company and an individual consumer (as opposed a business
selling to another business, B2B
Bootstrapping - Financing a startup through a founder's personal resources or
otherwise extremely limited external resources.
Burn Rate - The rate at which startups exhaust raised capital to fund operations
in excess of income. Related to runway.
Call to Action (CTA) - An instruction given to your audience so that they take an
immediate, measurable action.
Churn Rate - Customers lost subsequent to acquisition in a subscription-based
business model. Because of the churn rate, your growth might not look like you

4. think it will.
ClickFunnels (CF) - A popular landing page and funnel-building software.
Click Through Rate (CTR) - A way to measure the ratio of clicks to the number of
people who saw an ad, email, or landing page. It is calculated by number of clicks
/ number of impressions X 100.
Cold Traffic - People in your target audience who have never heard of your
business.
Conversion - Conversion is tracked based on the type of Call to Action
configured for your landing page or Lead Magnet. If your Call to Action directs
people to an opt-in form, conversion is measured by the number of unique
submissions to the list integrated with that opt-in form. If your Call to Action
directs people to a URL, conversion is measured based on the number of unique
visits to your page (not on whether they completed a transaction on the URL you
sent them to.) Keep in mind, Leadpages tracks these conversions regardless if
single or double opt-in are activated.
Conversion Rate Optimization (CRO) - The process for increasing the number of
people who take a specific action on your site.
Core Offer (CO) - You’re flagship offer in a sales funnel.
Cost Per Click (CPC) - The amount you pay a publisher (like a website, social
media platform, etc) each time one of your ads is clicked. See also: "PPC".
Cost Per Lead (CPL) - An advertising pricing model where the advertiser is
charged for each lead generated from the ad.
Customer Lifetime Value (CLV) - The forecast of total profit that company can
expect to earn from one customer throughout the lifetime of their relationship.
Customer Relation Management (CRM) - software that is designed to help
businesses automate and synchronize sales, marketing, customer service, and
technical support.
Deck (aka Pitch Deck) - A 10-slide power point presentation that covers all

5. aspects of your business in a concise and compelling way. There is a standard
format and real artistry to making a good deck. Do your homework, get lots of
feedback, and consider hiring a graphic designer to polish the final version.
Double Opt in - Requires users to “Confirm” their subscription via email after
opting in to your form.
Domain Name Forwarding - Domain name forwarding lets you automatically
direct your domain name's visitors to a different website.
Domain Name Masking - Masking prevents visitors from seeing your domain
name forwarding by keeping your domain name in the web browser's address
bar.
Digital Revenue Engine (DRE) - 5 Step Customer Acquisition Model
Email Service Provider (ESP) - A company that provides email marketing or bulk
email services, such as MailChimp, AWeber, and Constant Contact.
Embed Code - A section of code that is “embedded” on a page to create an
object, such as a video player.
Engine - The Digital Revenue Engine is the Unfunnel course and training kit that
outlines our entire product launch campaign strategy along with providing 36
done-for-you, 'copy & paste' turnkey landing pages, blog posts, website design
hacks and email marketing campaign templates and training videos.
Execution Plan (EP) - A term for a step-by-step marketing tactic guide.
Google Analytics (GA) - Software offered by Google that tracks and report
website traffic.
Google Tag Manager (GTM) - A system offered by Google that manages tags used
to track and report on website pixels.
Growth Hacking - A term to describe a marketing technique that focuses on
quickly finding scalable growth through non-traditional and inexpensive tactics
such as the use of social media.
Guerrilla Marketing - an advertisement strategy concept designed for

6. businesses to promote their products or services in an unconventional way with
little budget to spend. This involves high energy and imagination focusing on
grasping the attention of the public in more personal and memorable level.
Hidden Fields - These give you another layer of customization to use and are
intended for advanced users.
Hot Traffic - Refers to audiences that have already purchased something from
you.
HTML - HyperText Markup Language, commonly referred to as HTML, is the
standard markup language used to create web pages.
iframe - An iframe (Inline Frame) is used to embed one HTML web page inside
another HTML web page. Typically, it's used to insert content from another
source, such as a video, image, survey, or other media content, into a web page
without losing its original style or diminishing its functionality.
Integrations - The ability to “integrate” with other services, such as Email Service
Providers.
Key Performance Indicator (KPI) - A metric used to track success of an business
or marketing initiative.
Landing Page grader - A free service that provides insights on how to optimize
your landing page.
Launch - To start a company or push a website live.
Lead - A potential customer. Typically they have expressed an interest by giving
contact information, such as an email address.
Leadbox - The forms used for capturing a user’s information (email, name,
address, etc.) in the form of an opt-in. They are designed to be used on your own
website.
Lead Magnet (LM) - an irresistible bribe offering a specific chunk of value to a
prospect in exchange for their contact information. The goal of the Lead Magnet
is to maximize the number of targeted leads you are getting for an offer. It's the

7. first step in my Digital Revenue Engine launch process.
Leadpage - A landing page used to convey information and capture leads via an
opt-in form.
Lean Startup - Similar to Growth Hacking. The core mission of a lean start-up is to
prove the business concept as quickly and cheaply as possible.
Loss Leader Pricing - Selling something at a loss as a form of marketing expense
to bring in customers you expect repeat business from.
Low Hanging Fruit - The easiest thing your company can do to bring cash in the
door. Often hard to identify, but crucial for start-up success.
Machine - The Inbound Selling Machine is the newest Unfunnel training course
that outlines our entire blog-to-sale content strategy along with providing
7 done-for-you, 'copy & paste' turnkey blog post funnels and training videos.
Marketplace - Website that hosts templates that are available for purchase.
Middle Of Funnel (MOFU) - Relates to content and offers at the “Evaluation”
stage of the marketing funnel.
MMBF - Make Money By Friday Mastermind Group. A private insider network and
exclusive Facebook group for members of Unfunnel Growth Labs and premium
monthly MMBF mastermind calls (hint: it’s the group this glossary is originally
posted in).
Mobile Responsive - is a type of template that can provide an optimal viewing
and interaction experience across a wide range of devices (from desktop
computers to mobile phones).
MVP - Minimum Viable Product. The bare-bones version of a product required to
achieve proof of concept. Often used in the creation of new software that will be
Beta tested, and later upgraded with extra features.
Newsjacking – Politicians from one party do it to their opposing party all the
time. When press coverage of your long-planned product announcement gets
diminished by competing announcements, your company is a victim of

8. newsjacking.
Opt-in Page - A landing page used to gather visitors’ information via an opt-in
form.
OptimizePress (OP) or OptimizePress2 (OP2) - A WordPress plugin that easily
creates landing pages, sales pages, membership portals, and product launch
funnels.
One Time Offer (OTO) - A scarcity offer that is only made once to a specific
audience. Similar to a flash sale.
Pay Per Click (PPC) - Refers to the advertising model where advertisers pay a
publisher every time one of their ads is clicked. See Also: Cost Per Click
Pivot - Change directions as a company. This is usually used to describe going
after a different market segment or using an established technology for an
entirely new purpose.
Pixel - Little snippets of code advertisers place on their web pages that allow
them to follow you around the web with relevant ads. See also: "Retargeting".
PLF - A system created and promoted by Jeff Walker that provide step-by-step
training in launching a product.
Pre-population - Settings that allow you to predetermine values and pre-
populate form fields. For example, by doing this, subscribers will fill out less
information, making the opt-in process quicker.
Privacy Policy - A privacy policy is a statement or a legal document (in privacy
law) that discloses some or all of the ways a party gathers, uses, discloses, and
manages a customer or client's data. Most Leadpage templates will allow you to
link to your own privacy policy.
Revenue Maximizer (RM) - also called a Profit Maximizer - An immediate up-sells
offered after the Core Offer that serves to increase the average transaction value
per customer.
Relevance Score - A metric on Facebook ads that tells the advertiser how

9. audiences are reacting to the ad. It is based on positive and negative feedback
from the specific audience to which the ad is targeted.
Re-targeting - A marketing strategy that places advertisements in front of an
audience based on previous online actions.
Return On Investment (ROI) - A metric used to compare the benefit of an
investment to the cost of production.
Sales Page - Any page that instead of having an opt-in form, sells a product and
often links to a shopping cart check out or something similar. We have specific
templates that are crafted for this, but any of our other templates can be
modified to link to a URL.
SEO - Search Engine Optimization. Allows you to optimize your page to show up
higher in search rankings.
SEO tags - Page title, Description and Keywords that are used by search engines
to categorize your page.
Single Opt in - Customers are added to your list immediately after they opt in.
Split Testing - Also known as A/B testing, split testing allows you to test multiple
versions of a landing page.
Standard Operating Procedure (SOP) - A documented method for a routine task.
Split Test - A method of testing two variants to locate areas of improvement.
Often used to improve landing page performance.
Thank You Page - After they opt in, users are sent to a “Thank You Page.” While a
default Thank You page is provided, you have the ability to replace it with a
custom Thank You page.
Top of Funnel (TOFU) - Relates to content and offers at the “Awareness” stage of
the marketing funnel.
Tracking Code - is a snippet of JavaScript code that collects and sends data to
Analytics data from a Leadpage.

10. Traction - Proof that people are actually buying and using your stuff.
Tripwire (TW) - An irresistible, super low-ticket offer (usually between $1 and
$20) that is designed to convert prospects into buyers.
UF - Unfunnel
UF Growth Labs - Unfunnel Growth Labs. A membership program that includes a
library of campaign execution plans (step-by-step marketing tactics), online
marketing tools and templates, live webinars with Unfunnel staff and industry
experts, and access to a private online community.
Video Sales Letter (VSL) - A promotional video that gives same information
given in a traditional sales letter.
Warm Traffic - Audience who has displayed interest in your offer but have not
made a purchase.
Wishlist Member (WLM) - the most popular membership platform online. Also a
membership website creation, pay-per-content and content gating / protected
content creation tool.
WordPress (WP) - a publishing platform for websites with a focus on aesthetics,
web standards, and usability.
ZIP File - a file whose contents of one or more files are compressed for storage
or transmission.
Questions? Comments? Suggestions?
If you feel there’s something important that I missed, shoot an email over to
hello@unfunnel.com and let us know!
- Alexis

11. Need Help
Growing Your
Business
Online?
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consulting, social media optimization
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