Glossary
Understand the intricate Conversion Rate Optimizationterminology with ease
A/B tests
AB testing, also known as split testing, refers to the process of testing multiple variations of a web page to be able to find higher-performing variations and improve the page’s overall conversion rate
Adaptive content:
AB testing, also known as split testing, refers to the process of testing multiple variations of a web page to be able to find higher-performing variations and improve the page’s overall conversion rate
App Personalization:
App personalization refers to the practice of tailoring a mobile application to cater to the unique requirements of distinct user groups. Just like other forms of personalization, the goal of app personalization is to offer users an individualized experience that is tailored to their particular preferences and needs, rather than a generic, uniform experience for all users.
A/A testing:
A/A testing is a statistical test performed to compare two identical experiences on a random set of users.
A/B/n testing:
A/B/n testing is a method of experimentation where, unlike A/B testing, you compare more than two versions of your webpage to identify which one performs best by showing them to a specified set of visitors.
Account-based marketing:
Account-based marketing (ABM) is a strategic marketing strategy focussing on a few large and important or potential accounts which hold a greater promise of adding to a business’s bottom line.
Above the fold:
Above the fold refers to the portion of a website that is visible to a visitor without scrolling down.
Above the fold:
Above the fold refers to the portion of a website that is visible to a visitor without scrolling down.
Bounce Rate:
Bounce rate refers to the proportion of single-page sessions compared to all sessions, representing the percentage of total site visits where users viewed only one page and triggered just one request to the Analytics server.
Branching logic surveys:
A branching logic survey allows the users to branch out to a certain flow based on their answers. In short, the path of the user constructs with every answer.
Behavioral segmentation:
Behavioral segmentation is a marketing strategy that involves dividing a target market based on their behaviors, actions, and usage patterns. Behavioral segmentation focuses on how customers interact with a product or service, rather than their demographics or psychographics.
Brand Engagement:
Brand engagement refers to the extent to which consumers connect with and interact with a brand. It involves building a relationship between the consumer and the brand that goes beyond a simple transactional exchange. Brand engagement is about creating a sense of loyalty, attachment, and emotional connection between the brand and the consumer.
Buyer persona:
A buyer persona is a fictional representation of your ideal customer or target audience. It’s a detailed description of a specific group of people who are most likely to buy your products or services. A buyer persona is created by analyzing customer data, market research, and demographic information to understand the needs, goals, motivations, and challenges of your target audience.
Bucket testing:
Bucket testing is a method of comparing two versions of a web page, email, or other digital content to determine which one performs better. In bucket testing, the audience is randomly divided into two or more groups, and each group is shown a different version of the content. The performance of each version is then measured and compared to determine which version is more effective in achieving the desired goal.
Behavioral targeting:
Behavioral targeting is a technique used in digital advertising and marketing that involves tracking the online behavior of individuals, analyzing their interests and preferences based on their web browsing and search history, and delivering targeted advertisements or content to them based on this information.
Bayesian:
Bayesian is one of the two mutually exclusive sets of statistical fundamentals (the other one being Frequentist statistics) that can be used to model any statistical problem.
Behavioral Science:
Behavioral science represents the study of human behavior through the use of systematic experimentation and observations.
Customer Lifetime Value:
Customer Lifetime Value (CLV), also known as Lifetime Customer Value (LCV), is a measure of the total value that a customer brings to a business over the entire duration of their relationship with that business. CLV is a metric used to determine the long-term profitability of acquiring and retaining customers.
Churn Rate:
Churn rate, also known as customer attrition rate, is a metric used to measure the rate at which customers discontinue using a product or service over a given period of time. It is calculated by dividing the number of customers lost during that period by the total number of customers at the beginning of the period, and expressing the result as a percentage.
CTA:
CTA stands for Call-to-Action. It is a marketing term that refers to an element in a piece of content, such as an advertisement, webpage, or email, that encourages or prompts the viewer to take a specific action. The goal of a CTA is to drive the viewer to perform a desired action, such as signing up for a newsletter, filling out a form, making a purchase, or subscribing to a service.
Conversion paths:
A conversion path is a strategically outlined journey that inbound marketers create to attract visitors to a website and convert them into a lead.
Conversion Optimization Tools:
CRO tools may also include features such as A/B testing, heat mapping, user feedback, and personalization tools, all of which can help businesses optimize their digital marketing campaigns and increase their return on investment (ROI). By using CRO tools, businesses can improve the user experience, increase engagement, and drive more conversions, ultimately improving their bottom line.
Conversion Rate:
A conversion rate is a metric used to measure the percentage of website visitors or potential customers who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It is calculated by dividing the number of conversions by the total number of visitors to a website or the number of potential customers who were exposed to a marketing campaign.
Conversion Funnel:
A conversion funnel is a visual representation of the path that a potential customer takes from the initial contact with a business to completing a desired action, such as making a purchase. It is called a “funnel” because the number of potential customers decreases at each stage of the process, with fewer people ultimately making it to the final stage of making a purchase.
Cost per Acquisition (CPA):
Cost per Acquisition (CPA) is a digital marketing metric that measures the total cost of acquiring a new customer or converting a user into a customer. It represents the amount of money spent on advertising, marketing, and other promotional activities that result in a successful conversion or acquisition.
Conversion tracking:
Conversion tracking involves monitoring and measuring the effectiveness of specific actions taken by website visitors on a website.
Customer Journey:
The customer journey is the series of steps and interactions that a customer goes through when interacting with a business, from initial awareness to post-purchase follow-up. It includes all touchpoints that a customer has with a business, both online and offline, and encompasses the customer’s entire experience with the brand.
Customer Segmentation:
Customer segmentation is the process of dividing a company’s customer base into groups of individuals with similar characteristics, behaviours, or needs. By segmenting customers into different groups, businesses can create more targeted marketing campaigns and product offerings that are tailored to the specific needs and preferences of each group.
Customer Segmentation:
Conversion rate in marketing refers to the percentage of people who complete a desired action after interacting with a marketing message or campaign. This desired action can be any meCustomer segmentation is the process of dividing a company’s customer base into groups of individuals with similar characteristics, behaviours, or needs. By segmenting customers into different groups, businesses can create more targeted marketing campaigns and product offerings that are tailored to the specific needs and preferences of each group.
asurable goal, such as filling out a contact form, making a purchase, or signing up for a newsletter.
Click Map:
A click map, also known as a heat map, is a visual representation of the areas of a website or web page where users click or interact with the content. It is a tool used to analyze user behavior and website performance by showing which elements of a page are being clicked the most and which ones are being ignored.
Cart page:
On the cart page, customers can view a summary of the items they have added to their cart, including the product name, price, quantity, and any applicable discounts or promotional codes. Customers can also make changes to their order on the cart page, such as removing items, changing quantities, or applying promo codes.
Canary testing:
Canary testing is a software testing technique that involves deploying a new version of an application or service to a small subset of users or servers, known as the “canary group,” before releasing it to the entire user base. The canary group serves as a test bed for the new version, allowing developers to observe and measure the performance and behavior of the new version in a real-world environment.
Content Recommendation Engine:
Customer Lifetime Value:
Customer Lifetime Value (CLV), also known as Lifetime Customer Value (LCV), is a measure of the total value that a customer brings to a business over the entire duration of their relationship with that business. CLV is a metric used to determine the long-term profitability of acquiring and retaining customers.
Confidence Interval:
In conversion rate optimization (CRO), a confidence interval is a statistical measure used to assess the degree of uncertainty around an estimated conversion rate. When conducting A/B testing or other experiments in CRO, researchers typically use statistical analysis to determine whether the observed difference in conversion rates between two groups (such as a control group and a test group) is statistically significant. The confidence interval helps to indicate the degree of certainty around this estimate.
Customer Journey Management:
Customer journey management is the process of understanding, mapping, and optimizing the interactions that a customer has with a business throughout their entire journey, from initial awareness to post-purchase support. The goal of customer journey management is to create a seamless and positive experience for the customer at every touchpoint, thereby improving customer satisfaction, loyalty, and advocacy.
Client-Side Testing:
Client-side testing, also known as front-end testing, is a type of software testing that focuses on the user interface and functionality of a web application or website. This type of testing is performed from the client-side or user-side of the application, typically using a web browser or mobile device.
Click through rate:
Click area:
Click area is the clickable or tappable part of links and buttons on websites and apps. It is the area that gets highlighted while hovering over a button or link.
Click-Through Page:
A web page that is designed to encourage visitors to click on a specific call-to-action (CTA), such as a button or link, to proceed to the next step in the conversion process.
Click-To-Call:
A feature that allows users to click on a phone number displayed on a website or advertisement, which then initiates a phone call to that number.
Clickbait:
Content or headlines that are intentionally sensational or misleading in order to attract clicks and drive traffic, often without delivering the promised content.
Clickmaps:
Visual representations of the areas on a web page where visitors tend to click the most. Clickmaps are used to analyze user behavior and optimize website design for better conversions.
Clickstream:
The recorded sequence of clicks made by a user while browsing a website or interacting with an app. Clickstream data is used to analyze user behavior and optimize website design and user experience.
Confidence Level:
A statistical measure that indicates the level of certainty or reliability of an experiment or test result in CRO. A higher confidence level indicates a higher level of confidence in the validity of the test results.
Control Page:
The original version of a web page or design that is used as a benchmark for comparison in A/B testing or other CRO experiments. It serves as a baseline for evaluating the performance of alternative variations.
Conversion:
Conversion refers to the desired action that a user takes on a website or digital platform, such as making a purchase, filling out a form, or signing up for a newsletter. A conversion can also refer to the specific event that occurs when a user completes the desired action, such as a purchase confirmation page or a thank you message.
CRO Metrics:
Key performance indicators (KPIs) or measurements used to assess the effectiveness of CRO efforts. Examples of CRO metrics include conversion rate, bounce rate, average session duration, and exit rate. These metrics are used to evaluate the success of CRO experiments and determine the impact of changes made to a website or landing page.
Channel attribution:
Channel attribution is the process of assigning credit to different marketing channels or touchpoints that a user interacts with on their journey to conversion.
Digital Customer Experience:
Digital customer experience refers to the overall experience that a customer has with a company through digital channels, such as a website, mobile app, social media, or email.
Data Expereince Platform:
A Data Experience Platform (DXP) is a software platform that provides a unified view of data from multiple sources and enables users to create personalized experiences and insights based on that data.
Digital Web Strategy:
A digital web strategy refers to the short-term plan a company implements to improve different elements like engagements, conversions, and revenues across digital channels.
Drop-off rate:
Dynamic heatmap:
The dynamic heatmap is a behavior analytics tool to collect relevant customer interaction data on digital properties. The dynamic heatmap works on the live website and maps user behavior on intuitive elements.
Drop off:
Drop-off is a field-level metric in a form analytics report that shows the number of visitors that dropped-off from filling up the form from that specific field.
Exit Intent:
Exit Intent is an offer shown in a popup when a visitor is about to leave your website.
Experimentation Culture:
An experimentation culture refers to a work environment in which experimentation and testing are core to the optimization process.
Experimentation Culture:
An experimentation culture refers to a work environment in which experimentation and testing are core to the optimization process.
Experience Analytics:
Experience analytics is the process you use to collect, analyze and utilize customer-specific data for improved journeys and experiences when they are buying your products or using your services.
Experience Optimization (EXO):
Experiential Marketing:
Experiential marketing is the process of creating an experience for the customer rather than approaching them through traditional marketing methods.
Exit rate:
Exit rate is a metric that measures the percentage of users who leave a specific page of a website or digital platform after viewing it. It is often confused with bounce rate, which measures the percentage of users who leave a website after viewing only one page.
Exit Intent Pop-up
An exit intent pop-up is a type of popup that appears on a website when a user is about to leave the page. These popups are triggered by a user’s mouse movement and are designed to capture their attention and persuade them to stay on the website or take a specific action, such as subscribing to a newsletter or making a purchase
Funnel:
A funnel is a series of steps or stages that a visitor goes through on a website before completing a desired action, such as making a purchase or filling out a form. The goal of a funnel is to guide the visitor towards the desired action and optimize each stage of the process to improve the conversion rate.
Funnel testing:
Funnel testing is a process used to optimize the user experience of a website or application by identifying and addressing potential areas of drop-off or conversion loss within a user journey. It involves breaking down the user journey into a series of steps or stages, and then analyzing user behavior at each stage to identify where users are dropping off or failing to complete an intended action.
Full Factorial Multivariate Test (MVT):
A full factorial multivariate test (MVT) is a statistical testing technique used to evaluate the impact of multiple variables on a particular outcome. In this type of test, all possible combinations of the variables are tested to determine which combination has the greatest impact on the outcome
Form testing:
Form testing refers to the process of evaluating and optimizing the effectiveness of web forms, such as registration forms, contact forms, or checkout forms, to improve user experience and increase conversions.
Form Conversion:
Form conversion refers to the percentage of website visitors who complete and submit a web form, such as a contact form, registration form, or lead generation form. Form conversion rate is a key metric in measuring the effectiveness of web forms, and is an important factor in lead generation and customer acquisition.
Feature attribution:
Feature attribution is a process to identify the specific features or elements on a website or app that are most influential in driving user engagement and conversion.
Google Optimize:
Google Optimize is a website optimization tool provided by Google that allows businesses to test different variations of their website content, layout, and design to improve user experience and increase conversions. It is a powerful A/B testing and personalization platform that can help businesses create and deliver optimized web experiences for their users.
Geo-Fencing:
Geo-fencing is the practice of targeting users based on their location.
Geo-Targeting:
Geo-targeting is a form of marketing that enables businesses to concentrate on customers based on demographics and behavioral patterns in addition to a specific geographical area.
Growth Hacking:
Heat map:
A heat map is a graphical representation of data where values are displayed as colors on a matrix.Heat maps are commonly used to visualize large amounts of data and identify patterns or trends in the data.
Hypothesis (CRO):
A Hypothesis is a proposed explanation for why a particular change to a website or landing page may lead to an increase in conversions or other desired outcomes, such as sales, sign-ups, or clicks.It is typically based on insights derived from user behavior data, user research, or industry best practices.
Heuristic evaluation (CRO):
Heuristic evaluation helps in developing the process of conversion rate optimization by providing quick and less costly feedback to the designers. As a result, a better system can be generated with an improved user interface.
Hero image:
A hero image is a large, visually striking image that is prominently displayed at the top of a webpage or digital interface. It is typically the first thing that visitors see when they arrive on a website or landing page and is intended to capture their attention and make a strong first impression.
Hyper-Personalization:
Hyper personalization is a marketing strategy that involves tailoring marketing messages and experiences to individual customers based on their unique preferences, behaviors, and interests.
Hard Bounce:
A hard bounce refers to a visitor leaving a website after only visiting one page or immediately bouncing back to the search engine results page without interacting with any elements on the landing page.
Information Scent:
Information Scent refers to the degree to which the information scent of a website matches the intent of its visitors. iOS A/B testing: iOS A/B testing is a method of testing different versions of an iOS mobile app to determine which version performs better in terms of user engagement, retention, and conversion rates.
Impressions:
Impressions are a popular metric used by digital marketers to assess how frequently their advertisements were shown to their target demographic.
Key conversion point:
The specific step or action that is considered the primary conversion goal for a website or landing page. This can be a form submission, a purchase, a sign-up, or any other desired action that aligns with the conversion objectives.
Knowledge Gap:
Refers to the discrepancy between what a website or landing page offers and what the visitors expect or need.
Landing page:
A landing page is a web page designed specifically to convert visitors into leads or customers. It is typically a standalone page that is created for a specific marketing or advertising campaign, with the goal of encouraging visitors to take a specific action, such as filling out a form, making a purchase, or downloading an ebook.
Lead goal:
A lead goal refers to the desired outcome of a website or landing page that encourages visitors to take a specific action and provide their contact information. This action may include filling out a form, subscribing to a newsletter, downloading a whitepaper, or requesting a demo or consultation.
Lead flows:
Lead Flow is the term used to explain the steady flow of leads coming into a business – typically the lead conversion path to convert website visitors into leads.
Lead Magnet:
A lead magnet is a marketing tool or strategy that offers something of value to potential customers in exchange for their contact information, such as their name, email address, or phone number.
Latent conversion:
Landing page optimization:
Landing page optimization is the process of improving the performance of a landing page to increase the number of visitors who take the desired action, such as filling out a form, making a purchase, or subscribing to a newsletter. The goal of landing page optimization is to increase the conversion rate of the page and ultimately improve the ROI of the marketing or advertising campaign.
Lean Hypothesis Testing:
Lean hypothesis testing is a process of testing a proposed solution to a problem or opportunity using the scientific method of hypothesis testing. It involves creating a hypothesis, designing experiments to test the hypothesis, and analyzing the results to make data-driven decisions.
Multivariate testing (MVT):
Multivariate testing (MVT) is a type of testing where multiple variations of different elements on a webpage or digital product are tested simultaneously to determine which combination results in the best performance. It is a powerful tool used in conversion rate optimization to optimize websites, landing pages, or other digital products.
Micro Conversion:
A micro conversion is a user action that represents progress towards a larger, macro conversion or goal. In digital marketing, micro conversions are important because they give businesses insight into how users are engaging with their website, and help them identify areas where they can improve the user experience to increase conversions.
Mobile App A/B Testing:
Mobile app A/B testing is a method of comparing two or more versions of a mobile app to determine which version is more effective in achieving a specific goal. This testing is typically done by dividing a mobile app’s user base into two groups, where each group is shown a different version of the app.
Multi-armed Bandit:
In the context of conversion rate optimization (CRO) it is an algorithm can be used to dynamically allocate traffic to different variations of a webpage or app feature in real-time, based on their expected conversion rates. This allows the algorithm to quickly and efficiently explore a large number of different variations, and to automatically adjust traffic allocation based on the performance of each variation.
Machine-Learning Personalization:
Machine-learning personalization is the process of using machine learning algorithms to tailor experiences and recommendations to individual users based on their past behaviors and preferences.
Microsite:
A microsite is a small website created to promote specific business goals, like selling a product, generating leads, event registration, etc.
Net Promoter Score:
The Net Promoter Score refers to the number of customers willing to recommend a product or a service to their peers.
Null hypothesis:
Null hypothesis defines the statement that says that no statistically significant difference will be seen between the variants after running a test, or that a particular variable will have no effect on the final results of a test.
Navigation:
Navigation refers to the design and structure of a website or app’s navigation menu to improve user experience and increase conversion rates.
Navigation optimization:
Navigation optimization refers to the process of improving how visitors and search engines find and access information within a given website.
Non linear funnel:
A type of conversion funnel that does not follow a linear path from awareness to conversion, but allows visitors to enter and exit at different stages.
Neuromarketing:
The study of how the brain and its cognitive processes influence consumer behavior and decision-making. Applying neuromarketing principles in CRO involves understanding how visitors perceive and respond to various design elements, messaging, and calls-to-action, and using this knowledge to optimize websites and landing pages for higher conversions.
Organic traffic:
Organic traffic refers to the visitors who come to a website through unpaid search engine results.
Online Survey Tools:
Online survey tools allows businesses and individuals to create and distribute surveys to collect feedback and opinions. For example: Google forms.
Open Rate:
Open rate refers to the percentage of people who opened a specific web page or landing page out of the total number of visitors who arrived at the page.
PIE framework:
The PIE framework is a methodology used in Conversion Rate Optimization (CRO) to prioritize website or landing page optimization efforts based on their potential impact, ease of implementation, and level of importance. PIE stands for Potential, Importance, and Ease.
Personalization:
Personalization is the process of customizing a website or landing page experience for individual visitors based on their unique characteristics, behavior, and preferences. Personalization aims to improve engagement, increase conversions, and enhance the overall user experience by delivering more relevant and targeted content to visitors.
Persona:
Persona refers to a fictional character that represents a specific target audience for a product or service.
Promoter:
In the context of conversion rate optimization (CRO), a promoter is a customer or website visitor who is highly satisfied with their experience and is likely to recommend the product or service to others.
Product Recommendation Engine:
Product Page:
Page Speed:
Purchase Anxiety:
Page speed optimization:
Principle of persuasion:
Rule-Based Personalization:
Rule-based personalization refers to a method of tailoring a user’s experience on a website or application based on predefined rules or criteria. This method of personalization involves setting up a set of rules that determine what content or features are presented to a user based on their behavior or characteristics.
Split Testing:
Split testing, also known as A/B testing or bucket testing, is a method of comparing two different versions of a webpage, email, ad, or other marketing asset to determine which one performs better in terms of achieving a specific goal.
Scroll map:
Scroll Map is a tool that is used by online marketers to carefully analyze how website visitors scroll through their websites. It helps visualize the behavior of site visitors on different pages of the website.
Sales Funnel:
A sales funnel is a visual representation of the journey that a potential customer takes from being a prospect to becoming a customer. The sales funnel is a marketing concept that illustrates the process of converting leads into customers by guiding them through a series of steps.
Server-side A/B Testing:
Server-side A/B testing is a form of experimentation where the variations of a test are rendered directly on the web server, before it is delivered to the client.
Site Speed:
The Site Speed reports show how quickly users are able to see and interact with content.
Squeeze page:
A squeeze page is a type of landing page that is designed to collect email addresses or other contact information from visitors.
Test duration:
The test duration refers to the time interval you should run an A/B test.
Type 1 Error:
Type 1 error can occur when a marketer or analyst mistakenly concludes that a change in a website or marketing campaign has led to a significant improvement in conversion rates when it is actually due to chance
Type 2 error:
Type 2 error occurs when a null hypothesis is not rejected when it is actually false. In other words, a Type 2 error occurs when a test fails to detect a true effect or difference.
Usability Testing:
Usability testing is a method of evaluating a product or system by testing it with representative users to determine how easy or difficult it is to use. The goal of usability testing is to identify usability issues and to collect qualitative and quantitative data about user behaviour, attitudes, and preferences.
User Experience (UX):
User experience (UX) refers to the overall experience that a user has when interacting with a product or service. It encompasses a wide range of factors, including usability, accessibility, design, functionality, and emotional response.
User Interface (UI):
User Interface focuses on anticipating what users might need to do and ensuring that the interface has elements that are easy to access, understand, and use to facilitate those actions.
User testing:
User testing is the process through which the interface and functions of a website, app, product, or service are tested by real users who perform specific tasks in realistic conditions.
User intent:
The user intent states which goal or intention an internet user has when entering a search term into a search engine.
Usability testing:
Usability testing refers to evaluating a product or service by testing it with representative users.
Uplift(CRO):
It simply refers to the improvement or uplifts in business achieved as a result of implementing effective and strenuous conversion rate optimization techniques.
Unique visitors:
Unique visitors refer to the number of distinct individuals who visit a website or a web page within a specified time period.
User Flow:
User flow is the path that a user takes to complete a specific task or achieve a goal within a product or service. It is a visual representation of the steps a user takes from the start of their interaction with the product or service until they achieve their goal.
User journey map:
A user journey map is a visual representation of the steps that a user takes to achieve a goal or complete a task on a website or application. It helps to identify the touchpoints where users interact with the website or application and the emotions, motivations, and pain points associated with each touchpoint.
Urgency Marketing:
User testing:
User testing is the process of knowing how the consumer will perceive your product/service and the whole experience with your brand in a controlled environment.
