The words for what companies show only to customers.
The glossary defines the words for what companies show only to signed-up customers, from a login wall and a member price to a save offer, one-click unsubscribe and DKIM, each in a sentence or two. Each term links the guides, recipes and comparisons that use it.
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- Pricing pagePublic: search reads it
- Login wallThe sign-up form
- Welcome seriesDay 0: 20% off
- Member price£24, not £29
- Save offer50% off to stay
Northwind is an invented company. Every step past the login wall is shown only to customers, and each is a term in the glossary.
A
B
C
- Cancel flowThe screens, questions and messages a customer meets to end a subscription, from cancel button to confirmation.
- Click-to-cancelThe principle that ending a subscription should be as easy as starting it, so what began online can end online.
- Competitive intelligenceGathering, checking and sharing facts about competitors so a company can decide and sell better against them.
- Customer journey benchmarkingComparing the steps a customer takes at your company with the same steps at competitors, screen by screen.
D
- Dark patternA design choice in a site or app that pushes people into a decision they didn’t mean, or makes their choice harder.
- Declared agentAn AI agent that says it’s an AI, and who it works for, instead of passing as a person.
- DKIMA signature a sending domain adds to each email, checked against a public key it publishes in its DNS.
H
L
M
- Member priceA lower price a company gives only to loyalty members or account holders, shown beside the price everyone else pays.
- Model Context ProtocolAn open standard that lets AI applications such as Claude call outside tools and read outside data the same way.
- Mystery shoppingPaying people to act as customers of a business and report in detail what they experienced.
O
P
R
S
- Save offerA discount, pause or cheaper plan a company shows a customer who has started to cancel, to keep them subscribed.
- Signed-in priceA price a website shows only after a visitor logs in, which can differ from what a signed-out visitor sees.
- SMS STOPThe reply a person texts to a business to end its marketing texts, and the opt-out the business must then honour.
T
U
W
- The web behind the loginWhat companies show only to their customers: emails after a sign-up, member prices, trial limits and cancel offers.
- Web Bot AuthA signature a bot or AI agent adds to each request, so a website can check which company’s agent it is.
- Web scrapingUsing a program to fetch web pages and pull their content out as data, instead of copying it by hand.
- Web search APIA service a program calls with a query to get back web pages, each with its address, title and text.
- Welcome seriesThe automated emails, and sometimes texts, a company sends a new subscriber in the days after they sign up.
Which company should we look up first?
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