Conversion Rate

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

More terms you might want to know

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Die Cut

A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.

Glassmorphism

The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.

Mock-up

A non-functional first draft of a design.

x-height

The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.

Italics

A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Opacity

The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.

Rule of Thirds

A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.

System Font

A type of font that comes pre-installed in an operating system.

Problem?

Got a suggestion or found an issue with the glossary?
Let me know!