Above the fold: The top part of a Web page that is visible without scrolling.

Advanced search function: Onsite search function that enables the user to further modify the query to produce narrower results.

ASP: Application service provider; a third-party provider of Web-based services or applications.

Autoresponder: Program that enables you to send an automatic e-mail response to incoming e-mails; for instance, a “thank you” in response to all online orders even if you haven’t yet processed the order.

Blog: Online journal of entries in reverse chronological order that typically features multiple links; short for Web log.

Breadcrumbs: Navigation technique is which links to the preceding pages appear at the top of the current page.

Click path: Pages through which a user navigated a site.

Cookies: Files from a Website that are transferred to and stored on a visitor’s Website that provide information, such as what the visitor purchased and what site the visitor was on immediately preceding the visit, to the Website.

Contextual marketing: Placing merchandise near relevant content.

Drill down: To click on links to additional pages to proceed deeper into a Website.

Drop-down menu: Navigational tool in which clicking on the link produces a list of category options on that same page, rather than requiring the user to drill down to a separate page listing the options; also called pull-down menu.

Dynamic content: Content that varies by visitor, based on data contained in the cookie stored on the visitor’s computer.

Frames: Web design that allows a page to be divided into two or more sections that can each be scrolled independently.

HTML: Hypertext Markup Language; coding used to create Web pages.

Hyperlink: Link; connection between two Web pages.

Hypertext: Text that is clicked on in order to activate a link.

Image map: Single graphic containing multiple links.

ISP: Internet service provider.

Landing page: Web page that a person arrives at after clicking on a link.

Live chat: Function that allows a Website visitor to communicate with a customer service rep by typing and reading messages from a link on the site.

Log-file reporting: Server-based method of capturing static Website metrics such as number of visitors and abandonment rates by “following” visitors from page to page.

Mouseover: Graphic element that changes image or color when a mouse is dragged over it; in terms of navigation, can be used in the same way as a drop-down menu to present destination options without requiring a jump to a unique page; also called fly-out.

Navigation bar: Set of images, links, or text that helps users find their way throughout a site.

Page-tagging: Method of tracking visitor activity on each page of the Website.

Rich media: Web applications that offer a more interactive, animated online experience; examples including Flash and Shockwave.

Shopping cart: Software that facilitates visitors’ ability to purchase products.

Shopping cart abandonment: When visitors leave a Website once they’ve started the checkout process.

Site map: Website’s table of contents.

Splash page: Introductory page, typically used for branding, that is seen prior to the home page.

SSL: Secure Socket Layer; data encryption protocol often used to protect transaction data.

Thumbnail: Small version of a graphic image.

Wizard: Utility that performs a specific function within an application; a gift-finder wizard, for instance, would enable users to call up gifts that meet criteria they selected.

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