Digital Entrepreneur Glossary: 113 terms you need to know

How to advertise a product on the internet: the complete guide!
Guest post: what is it, what are its advantages and how to start?

You just discovered the digital market and in various situations are faced with unfamiliar terms that have no idea of ​​the meaning?

Do not worry, everyone who already acts as an entrepreneur and works with digital marketing for more time has passed for it.

And to help you, we gather the key terms and more used in the market. See below and feel free to consult this list when you need it!

Alphabetical index (simply click on the desired letter):




Are those people interested in promoting third-party products and receive commissions for each sale arising from the statement of the Affiliate .

Drawing Anticipation

Possibility to withdraw the sales commission shortly after the payment is approved. Usually the wait is 30 days, but with the anticipation is possible to serve before the stipulated period.

Product Approval

Online course / digital product should be submitted in the chosen platform for it to be approved in accordance with pre-established approval rules .

Members Area

Also known as membership area, the members area is a space reserved online to access specific content. Only those who have a username and password can access certain area members.


visuals that can enrich video content, such as icons, animations, text. They are added at the time of video editing.

Marketing Automation

Act to automate marketing processes. This action is performed by software that concentrate many efforts and important tools for marketing to be effective, for example, e-mail marketing, capture leads, track metrics, conversion rate, delivery of rich materials, among others. The Hubspot foreign company is a great example of a marketing automation software.



Ask graphics that can be displayed on websites and blogs, with the purpose of calling for an action, be it lead to another page, download content or even making a sale.

Based emails

Also just called “base” is the e-mail list you have built to communicate directly with their leads.  


market research to analyze your competitors and opportunities that your product can explore.


Points to qualify your digital product registered. The higher the quality of your product, the higher your Blueprint .


Bonuses are often used by affiliate resources to increase the competitive advantage among other affiliates. They are complementary materials (ebooks, infographics, audio) to enrich the offer for sale of a digital product.



Cost of Acquisition of Clients or Customer Acquisition Cost means the price you pay to acquire each new customer.


Secure Socket Layer is a standard technology that ensures the security of exchanging links between the server and the browser. This exchange ensures that all information circulating that system will remain private. This information is very useful for security in user feel with the website access.


It is the cancellation of a sale made through a debit or credit card. When the buyer asks the reversal of a purchase made and the card provider returns the money to your account, there was a chargeback.


It is the page (or pages) in which the client makes your purchase. You know when you make a purchase online and have to fill your data, including the number of your credit card? It is a checkout page.

optimized checkout

When the checkout is fully optimized to improve the user experience at the time of purchase and increase the chance of it, in fact, complete the entire payment process.

Checkout standard

The standard checkout takes the user to the platform that will broker the payment, for example, PagSeguro, PayPal, Pay Market. Only there it can complete the purchase.

transparent Checkout

It is the mechanism that keeps the user on the same site that accessed to make the purchase.

Club subscriptions

Package of services or products that you sign and receive periodically. The very Netflix is ​​a good example, since every month you have to pay for that service.


Value to get the sales.

Traffic Purchase

When buying ads to take visitors for a given channel can be a website or blog, for example.

copyright content

When the content is unique and there is no replicated portion of an existing material.

content perennial

Also known as evergreen content. This type of content is timeless and will remain relevant for long. The post ” 6 selling techniques for beginners ” is an example of evergreen content. Unlike news content, which has the function of informing a fact, but becomes outdated with time.


When a visitor performs a very important action within its website. It may be a member of your newsletter, download a material, buying a service or product, among others.


When two people come together to produce a digital course or other stuff to sell online.


The art of persuading a user through the words. The purpose of a copywriter will always induce the visitor to perform the action that leads to a conversion.


Cost Per Action. Term used in campaigns paid ads. The advertiser is only charged when a user performs a predetermined action. Example: enjoy the page, share a post, click on an ad.


The advertiser pays for every click you receive your ad.


Every thousand times your ad is displayed, the advertiser pays a value.

Cross selling

Practice of offering complementary products to a customer. Example: If you have a subscription to a cooking course, can offer a complete ebook about organic food.


Call-to-action or call to action. It is the assignment that takes the user to perform some action on a particular page.  


It is the ratio of the number of times an ad is displayed and the number of clicks it receives. This ratio is called Click Through Rate or simply Click Through Rate.



It is a term of responsibility and must be used, especially when I need to clarify some agreement or qualification your visitor / customer. For example, if your product online talks about fitness nutrition, but is not recommended for diabetics, it is necessary to make this clear information. So both parts of the trade agreement are safeguarded: yourself and your client.

down selling 

When the customer chooses or you offer a plan to lower their service. Although reducing the ticket of your product, you avoid losing a customer.



Acronym for “Distance Education”. This type of education states that it is not necessary the physical presence of the student in the classroom, being able to use other means to transmit the content, being the most common, the Internet.


Term for “eletronic book”, translated into Portuguese as “electronic book”. This type of book is available to digital form player, simply having an electronic device (mobile, tablet, notebook or digital book reader) compatible to access the content.


Similar to the EAD system, but different from this, which can occur even by mail, e-learning system necessarily takes place in the digital environment.

E-mail marketing

Tool to communicate with customers and promote products / services through email.


When there is involvement and interaction prospects, followers or customers with your brand. It can be through tanned and comments on social networks, or even e-mail responses.


When there is the possibility of growth in large proportions without raising production costs. Online courses have great power to generate scalability, because once the material is produced, you can reach people worldwide.


Conversion Form

Fields that must be filled by the visitor in order to generate any conversion. It can be a form to receive rich material, to subscribe to the newsletter or making a purchase.

funnel Fund

Buying Decision time the customer chooses which company / product will best suit your needs.

Sales Funnel

Process to drive the prospect to the time of purchase. In this way it will pass by the top steps, middle and bottom to funnel it to become a customer.

funnel perpetual

The perpetual funnel acts as a store that is open 24 hours a day. The customer can purchase the product at the time you want. The digital producer can choose between perpetual funnel or the release (the term explained below).


mental triggers 

They are persuasion strategies used to arouse the interest of an audience and get him to take some action.

lead generation

Act of turning visitors into potential customers. You can use contact forms to offer some rich material or transmit a webinar about your business and ask for the user’s email in return to add to their lead basis.

Google Adsense

Google’s own advertising service on a site open space for advertisers. The website owner will receive a value every time a visitor clicks on your ads or every thousand times your ad is displayed.

Google Adwords

Tool to serve ads on websites and in Google itself. The advertiser can choose what is the best way to pay for those ads: CPC, CPM or CPA.

Google Analytics

Numbers analysis tool of your website or blog. It is through you will know how is access on their channels, which are the most visited pages and other various information relevant to your business.

Growth Hacking

Set of focused strategies and experiments to increase the result of a company.



Affiliate program integration tool Hotmart with e-mail marketing tool. To learn more about it, click here .


Integrated payment tool to the Hotmart system. Built on studies to increase the conversion rate of a digital producer.


single link generated by the Hotmart platform that contains an identifier responsible for that sale. This link ensures that all fees are distributed properly.


EAD largest platform for digital products. actively operates in Brazil since 2010 and began expanding its headquarters in 2015. It has over 700,000 users between producers and Affiliates and customers in 166 countries.

Hotmart Academy

Free online course for training new entrepreneurs who want to start a digital business. (To access the Hotmart Academy, click here )

Hotmart Club

Area of ​​free members Hotmart to host online courses. It allows the producer to organize the whole course, set the access, and decide how much to charge for it without the help of a designer or programmer.


inbound Marketing

Strategies to attract the interest of people and cause them to look for the solution you offer. You can use various resources to implement inbound marketing like SEO techniques, social networking, valuable content in blog and email marketing.


Also known as digital product, infoproducts are educational materials that are marketed and consumed in the digital environment.



Key Performance Indicator or Key indicators of performance. They are essential metrics to identify if your business is achieving the expected results. They should be simple to understand and clearly state if the goal is being met or not. Example: number of sales or the number of leads generated.



Unlike the perpetual funnel, the release happens a few times a year and is based on the premise of building a large base of contacts, heat them with an offer, and then open the basket for a limited time. The launch rather uses the principle of scarcity to make many sales.

Landing Page

Any page that visitors can access your website, either by a paid ad, Google search, social networks. Read also the concept of Squeeze page.


A business opportunity, a user potential that can become a customer. A lead can be an email from someone interested in or can also contain more complete contact information, such as occupation, position in the company working, employee number and even phone.

Linking Building

process name to get information from other relevant sites via links. This factor is very important for rankeamento strategies on Google. It is essential, however, that it has attention to how you will build these links. The ideal strategy is to create valuable content that other sites do the linking to your site spontaneously.  

Sponsored links

Aportuguesado term for PPC (explain the term in this glossary).


Acronym for Learning Management System. Also it is known as Learning Management System (EMS). System developed to improve the experience of a student in an online environment. The Hotmart Club is an example of LMS (or EMS).


Affiliate Marketing

Advertising managed by affiliates to disclose third-party products and gain commission for each sale made.

rich materials 

more complex materials that blog posts, for example, eBook, graphics, spreadsheets, and which may be offered in a campaign lead generation.


Acronym for Individual Micro-entrepreneur. The entrepreneur must register as MEI if he practice any commercial activity and bill the limit of 60 000 gross reais per year.

Half funnel

Time the prospect has found certain problem and is now seeking to address it. That’s when it searches for products, but are not sure where you buy it or even whether to buy it.


ultimate goal to achieve for a certain set period. To learn how to set goals, click here.


It is a measure that can be any measurable. For example, residents of a city, visitors to a website, number of Likes on a fanpage. Metric makes up a larger set that includes the KPIs.

performance media

paid media strategies aimed at acquiring leads or conversion into sales.

programmatic media

Tools that automate media buying process. Google itself has its own tool known as DoubleClick Bid Manager (DBM).


common term used in the entrepreneurial community. If you hear about “entrepreneurial mindset” or “change the mindset”, it means only, “entrepreneurial mindset” and “change the mentality”, respectively.


Native Ads

Native shortened form for advertising. Are ads served on news sites that blend among other posts. The goal is to advertise less aggressively, not to repel the user click.


electronic newspaper that is delivered to the user periodically via email. The user himself must register on your site or blog to receive your newsletter. (If you have not signed our, simply register on the bar down there to get first-hand information!)

Market niche

Action segment chosen to produce content or act as an affiliate. Finance, Relationship and Food are examples of niches. Read our full post on how to choose a niche market .


Offer content

rich material offered for your website / blog visitors to impart knowledge and engage them further with your brand / product.


thank you page

It is the page that the user faces when making a purchase, download content or any other action.

Sales Page

Page designed for the presentation of a product. She is completely focused on taking the user to the checkout page, at which time he will perform the purchase.


Also known as keyword. The keyword is the main term of a product / text that should receive the focus of the entire contents. It will help you identify what it is about that subject.

Repayment period

Period that the consumer has to give up a purchase. According to Brazilian law, purchases made in e-commerce can be returned within 7 days after payment. Now with digital products, the producer can give up to 30-day deadline for the client.


Representation of your ideal client. By identifying your persona you know the profile of your potential buyer and may address issues of interest and the language adapted to this character.

Tracking Pixel

code added to a picture, so that the page that the image is inserted is screened. This way you can measure user behavior.


Pay-per-click. Term used to refer to paid ads served on digital channels. Each time the ad is clicked, the advertiser pays for it.

digital product

Material distributed digitally. Can be online courses, software, tutorials, audiobooks and many other types of digital products.

digital producer

Specialist producing content to educate others.

Affiliate program

System that connects to the affiliate products and producers. To understand how an affiliate program, click here .


display network

Network associated Google sites that allow people to advertise on these channels. Google makes the association ad with advertiser site according to the niche in common of both parties.

Social networks

Channels in which people connect, share opinions and everyday facts. Social networks beyond Facebook and Instagram and can even be segmented by topic.


Feature that allows the display of content and ads to anyone who has had contact with your site or campaign. To read more about it, read our full text of remarketing.


Acronym for Return on Investment. It is the relationship between the amount invested in your business and the financial return received.



Videos shot from a computer. Used mainly to supplement materials with practical tutorials on screen, such as accessing a platform or mount a spreadsheet. To learn more, visit our post on screencasts.


Division according to the subjects covered markets. A segment can also be called a niche.


Acronym for search engine optimization (optimization for search engines). Set of practices and techniques to improve the positioning of a website / blog in the first organic results of search engines like Google and Bing.


Acronym for Search Engine Results Page (page results of search engines). Term to reference the pages displayed when searching a term in the search engines (Google and Bing).

payment system

payment method used in your business. He must have the function of receiving the buyer’s money and pass on to the account of the producer and Affiliate.

global payment system

Method that accepts purchases made anywhere in the world, which already makes the currency conversion for the account of the Farmer / Affiliate.


Acronym for Sending and Posting Advertisement in Mass (sending and posting in mass advertising). Are messages sent to a patient without his consent. If you’ve received an email from someone or company that does not know or have never had contact, you have been “victim” of a SPAM.

squeeze page

It can also be called Capture Page. The squeeze page must be fully optimized to capture email and / or other information of a contact.


It is the code that must be entered in the Hotlink to identify where it came from your buyer.


In Marketing is the practice of telling stories in an engaging manner in order to engage a user with your brand and make sales.


Tool to analyze the strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and threats (Threats) of your business.


transfer rate

Price to be paid to the payment system to rescue committees of your online business.

Bounce Rate

Percentage of people who entered your site / blog and left without clicking any other pages.

Test A / B

Test to identify which function or page has the best performance to be distributed to an audience. It is to divide the traffic and deliver two different versions for each group in order to test which generates more conversion.

funnel top

It is the widest funnel step. Moment of discovery in which a person not aware of having any problems, even less need a service or product to solve it. At that moment your company must address issues of interest persona so she discover a new need and continue the process of the funnel next to you.

organic traffic

Traffic acquired naturally through social networks, search engines or indication of other sites.


up selling

When it encourages the customer to increase the level and spend a little more with their service. Example: when you sign a simple Netflix account and the company offers you a better plan with more benefits.


Acronym for Uniform Resource Locator (Uniform Resource Locator). Briefly is the address of a website.


Video classes

Lessons broadcast in video format.

Sales Video

Video focused on convincing the user to the quality of a product / service, so that it performs a purchase.



online seminar that happens, mostly live. It happens when an expert wants to give a lecture, answer questions and attract / engage an audience.


It is the Web content management system (CMS – content management system) most used by anyone with a blog.


And then he managed to learn all of the most important terms of the digital universe? Remember to consult our glossary whenever you need!

If this content was useful for you or if you experience lack of any term, leave it in the comments below: