WEBSITE NAVIGATION GLOSSARY
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.
