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7 Conversion Marketing Terms as Explained by Urban Dictionary

Conversion marketing is serious business over here. In fact, we care about it so much that we created a whole glossary to help explain it to the world.

But clearly, not everyone is on the same page as us. And we’re okay with that – especially when the results make us LOL.

So take a break from your super serious life to peek deep into the armpit of the internet (aka Urban Dictionary) and compare actual conversion marketing definitions to more… creative ones.

yoy5oht

Since context is everything, let’s start there.

1. Context

Good marketing experiences don’t leave prospects hanging. Smart marketers keep the conversion going from click to click, acknowledging where prospects came from.

And that’s really what context is all about. Here’s the down-low from Oli Gardner:

Oli’s definition:

On a high converting landing page, typically context is used to design an experience that speaks to the desires and motivations that someone had prior to clicking on your ad.

But what do the pros over at Urban Dictionary have to say about context?

Urban Dictionary’s definition:

context1

That’s a good start, right? Sounds like a reasonable explanation.

Oh, wait a minute…

context2

Well that escalated quickly.

2. Credibility

Credibility is an age-old (but still important) marketing concept. In a nutshell, it tells people whether the operation you’re running is to be trusted.

Here’s how Peep Laja explains it:

Peep Laja’s definition:

You say you’re awesome, but is that enough? You want to come across as somebody savvy that knows what they’re doing. And you need to back it up with proof.

Proof could come in the form of endorsements, testimonials, badges, yada yada. You’re probably sick of reading about credibility.

But what do the goons over at UD have to say about it?

Urban Dictionary’s definition:

credibility

Sounds like Bob could use some social proof to help his case.

3. Friction

Friction is the psychological resistance that visitors experience when trying to complete an action.

It can be caused by unclear messaging, lack of information or unintuitive layout (and so many other things).

As Bryan Eisenberg sees it, though, the presence of friction is an opportunity for improvement:

Bryan’s definition:

Where there is friction there is opportunity. Either you solve it for your customers today or a competitor will do it tomorrow.

But what does friction mean for the users of Urban Dictionary?

Urban Dictionary’s definition:

friction

In other words, “friction bad.”

Half a point.

4. Hero shot

Let’s pull this definition straight from the Conversion Glossary.

Conversion Glossary definition:

A visual representation of your offer that demonstrates how your product or service actually works so your prospects can picture themselves using it.

The hero shot is generally a photo or a video and should clearly show benefits and context of use.

Pretty straightforward. Let’s see what the UD trolls had to say about this one…

Urban Dictionary’s definition:

heroshot

Actually, they basically nailed it.

Choose the ideal image of your product or service in action and put it front and center on your landing page. There’s your hero shot.

5. Landing page

You really should know what a landing page is by now. Nothing new here.

But just in case, here’s how Oli breaks it all down:

Oli’s definition:

Now let’s see how Urban Dictionary so eloquently puts it…

Urban Dictionary’s definition:

landingpage

Whoa, that’s not very nice!

Clearly someone had a brutal landing page experience he’ll never forget. I kind of feel his pain.

Let’s move on to my personal favorite…

6. Lead

A lead is someone who has shown interest in your business by providing their email or other contact information.

Why does this matter to marketers? Let’s see what Kipp Bodnar has to say about that.

Kipp’s definition:

Leads are the metric that, as marketers, we have to rely on. Because leads mean money.

Lead, on the other hand…

Urban Dictionary’s definition

lead

Err… I think that’s exactly the opposite of what we want.

Alright, one more before we get back to the real world…

7. Urgency

Urgency is another one of those age-old sales/marketing tricks; the use of trigger words such as “act now” or “limited supply” to increase your prospects sense of having to act now.

Or, as Neil Patel puts it…

Neil’s definition:

Urgency is when a buyer feels like they need to act quickly… [it’s] the feeling that whatever is going on is really important, and therefore, immediate action should be taken.

Check out this example of urgency straight from NeilPatel.com:

urgency-neil
Phrases such as “Hurry!” and “Only 1 spot available” trigger urgency and motivate prospects to spring into action. Image source.

A great illustrative example. Almost as evocative as the one from Urban Dictionary…

Urban Dictionary’s definition:

urgency

Damn son.

The verdict?

Surprisingly, it seems as though some of these trolls have a bit of marketing knowledge after all.

Who’da thunk? ¯_(ツ)_/¯

Let us know some of your favorite “alternative” definitions of common conversion terms in the comments.*

*Warning: Urban Dictionary is pretty NSFW. My computer is probably going to be confiscated once IT sees my search history…

— Tia Kelly


yoy5oht

About Tia Fomenoff
Tia is a Social Media Strategist on the Customer Success team at Buffer. Having spent many years managing social media for various companies and industries (including Unbounce), she took a step back to focus on helping businesses develop and grow their own digital marketing strategies. Now she does what she loves every day from wherever makes her happiest—and gets to spend more time with her cuddly husky pup!
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Comments:

  1. karaikudi

    Very good article. Really its informative, thanks for sharing

    (1)
    Reply
  2. James

    Aha! These are really awesome terms, will definitely try in the next article.

    (0)
    Reply
  3. Jacob

    “I’m gonna fill ya funnel full o’ lead”

    Boom sold.

    (0)
    Reply
  4. Stephanie Saretsky

    Damn son. Best article I’ve read all day. Literally laughing out loud at my desk. A perfect blurred line of funny & informative.

    (0)
    Reply
  5. Rich

    Tia, awesome article! Very funny and informative.
    Urban dictionary for conversion optimization…. Very creative.. Chapeau!

    btw
    http://www.urbandictionary.com/define.php?term=Conversions
    http://www.urbandictionary.com/define.php?term=Optimization

    (0)
    Reply
    • Tia Kelly

      Ha! Thanks Rich. Gotta have fun sometimes. Thanks for adding those extra links… I checked out a ton of the definitions but couldn’t include all of them :) Some for very obvious reasons…

      (0)
      Reply
  6. Gerald Chavez

    Love the explanation of this post..

    (0)
    Reply
  7. Alex Harris

    Really love how your team put this together and incorporate your conversion glossary. Great content here! Nice work Tia.

    (0)
    Reply
  8. Maricar Lee

    Thanks for sharing. I just learned something new.

    (0)
    Reply
  9. Amrit Hallan

    Very interestingly put, especially the tongue-in-cheek manner in which Tia has written the entire blog post. Whenever I am giving initial consultations, no matter what grand terms the client throws at me (they like to come prepared, you see) the only thing I focus on is conversion. If the visitors don’t convert into paying customers and clients, nothing matters, not my writing, not their web design, and not all those awe-inspiring bells and whistles that have been dangled in all the nooks and corners of the website.

    (0)
    Reply
  10. hyderali

    Hey Tia,

    Thanks for writing this post. Learned something new about marketing terms & their meaning. Well, I tried few of the terms from your glossary but still no one has written anything about it. Terms i searched were
    -copywriting
    -user friendly
    -user interface
    -user experience.

    The above on you written gave me some laugh :)

    (0)
    Reply
    • Tia Kelly

      Hey Hyderali!

      Copywriting is actually in the glossary… but I will let the team know about your other user terms! We are always adding to it :)

      Glad you enjoyed the post. Thanks for taking the time to read & comment.

      (0)
      Reply
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