Keeping abreast of conversion optimization trends and technologies can be tiring. Even more so when the terms/keywords used by conversion experts are going over your head. This glossary aims to help you by bringing all popular CRO terms — basic as well as advanced — in one place. To make the list comprehensive, the terms have been compiled from a wide range of conversion optimization disciplines such as A/B testing, Website Design, Online Ads, SEO, and more.
A/A testing is a statistical test performed to compare two identical experiences on a random set of users. While the traffic is distributed equally among both variations, the objective of an A/A test is to validate a statistical test that it returns no difference in conversion rates between the two experiences.Know more
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.
AOV is an acronym for Average Order Value. As the name suggests, it is the average value (typically in dollars) of all orders processed by an ecommerce store.
Application Programming Interface (API)
An interface/intermediary that allows two applications/programs to talk to each other.
Authority sites are the websites that the search engines consider to be of high-quality.
Baseline conversion rate is the existing conversion rate of a website, which an A/B test attempts to improve.
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. Bayesians consider the parameter of interest to be subjective (a distribution of possibilities) described by a belief distribution that is updated on observing data.Know more
When a visitor arrives on a website and leaves without viewing other pages on the website, it is called a bounce.
Campaign scheduling allows you to plan when your campaigns will start and stop, making sure they reach your target audience at the optimal times. You can set start and pause dates and times, and even repeat your campaigns on a set schedule. Scheduling your campaigns helps you avoid conflicts, optimize your data, and maximize the impact of your campaigns on your target audience.Know more
Click-through page is a web page that is placed before a website’s main ac,on-page (like a shopping cart page for an ecommerce website). Its purpose is to prepare visitors for a conversion on the next page.
Click-to-call is a CTA button on a mobile website/application that allows visitors to call a phone number directly.
Clickmaps serve as a great way to perform qualitative analysis and understand user behavior at a granular level. Analyzing these maps tells you the number of clicks on each of your website elements. They inform you about how users browse your website, what elements they interact with the most, and what causes friction in their journey.Know more
Clickstream is the list of links that a visitor clicked on, during their stay on a website. Clickstream is used to determine the interests and site preferences of a visitor.
A confidence interval is the degree of uncertainty in a particular metric of interest, typically an average. It tells you how confident you can be that the experiment's estimated metrics reflect what you would expect to find if it were possible to obtain data of the entire population instead of a limited sample.Know more
Confidence level is the probability that a variation in an A/B test won not because of chance.
Conversion is the action that marketers want a website visitor to take. Newsletter sign-ups, account registrations, and product inquiries are generally considered as micro-conversions. A monetary transaction is generally considered as a macro-conversion.
Cookies are one or more little pieces of information from a website that are preserved in a web browser that can be retrieved by the website at a later time. Cookies are used to inform a server that a user has returned to a specific web page. When visitors return to a website, a cookie remembers their preferences and allows the site to offer customized settings and content.Know more
Customer journey management is the process of utilizing technological advancements and behavioural orientation to enhance the customer experience. It aims to reduce consumer effort on various channels and platforms, creating a smooth experience each time a user engages with your business.Know more
Date-range filters is the ability to filter a report for a specific date range. For example, view a Goal’s conversion report when a marketing campaign was live for a week on the website.
Digital customer experience or DCX refers to every digital interaction a customer has with a brand. The activities might include conducting an online search to understand your product, looking at customer reviews on the online marketplace, requesting customer support or self-service portal assistance, or interacting with your mobile app.Know more
A digital marketer produces new leads, increases brand recognition, and promotes products and services through numerous digital channels, such as social media, emails, blogs, and online adverts. Digital marketers build, execute, and enhance a company's overall digital strategy.Know more
Directional cues are visual elements of a website that are used to direct visitors’ attention to a specific area on the website (a CTA or an information box).
Do Not Track
Do not track is a browser setting that communicates to websites that visitor’s internet usage should not be tracked by analytics tools, although many websites might still collect some data to improve security, serve relevant ads, and so on.
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.
Element list is a report type under website heatmaps that shows the list of elements on a page sorted by its relative importance in terms of clicks it has received.
Exit pop-up is a pop-up that is displayed on the screens of website visitors as soon as they show an intent to leave the website. Exit pop-ups generally carry some sort of incentive for visitors, encouraging them to engage more with the website.
Feature toggles are a technique in software development that enables teams to turn features on and off without deploying new code. This allows for continuous delivery and enables teams to quickly test and validate new features without impacting the end-user experience. By using feature toggles, you can increase the speed of delivery, reduce risk, and increase agility in your organization's development process.Know more
Field Level Statistics
Field level statistics is that part of a form analytics report that provides insights on the performance of individual fields in terms of time spent, refills, ignores, etc.
Friction is caused by elements of a website that confuse or distract visitors, resulting in a loss of conversions. Friction-causing website elements can be complex navigation links, cluttered boxes, CTAs with a lack of visual contrast, etc.
A conversion funnel is a marketing model that illustrates all steps taken by a customer towards purchasing a product from a website.
Gamification is the practice of introducing game-style offers to potential/existing customers. The idea is to encourage them to complete more transactions — in a fun and engaging way. Loyalty program is an example of a gamification strategy.
Geo-fencing is the practice of targeting users based on their location. It involves using GPS/map technology to create a virtual boundary around a physical location and sending targeted messages to users when they enter the area.
Hesitation time is a field-level stat in a form analytics report that shows the time spent by the visitor on the field when they were not actively filling it up.
Information scent helps visitors predict what kind of information they are likely to get from your website in the next scroll/scrolls, clicks, and so on by navigating a page.
Interruption is a practice of providing attention-grabbing content to website visitors that purposely breaks their usual website navigation experience. Exit pop-ups can be considered as a form of interruption.
Lifetime value is the total profit that a business is expected to earn from a customer over their entire future relationship with the company.
Live chat is a real-time chat-based customer support service that websites provide to their visitors.
Meta tag is an HTML tag that allows webmasters to insert text description of a web page. The meta description for web pages appears with their links in search engine results.
Mobile app A/B testing is a way to test different versions of an app to see which one works best. It is used to figure out which version of the app will make people more likely to take the desired action, or which version will have a better impact on the app's business goals.Know more
Both A/B and MVT use the same testing process, which involves splitting designs among several website users and identifying which website variation has the most influence on company KPIs based on how visitors engage with the variation after viewing it. But the distinction depends on what is being tested. In contrast to an A/B test, which changes and tests just one element, an MVT may modify and test many elements…Know more
An omnichannel marketing approach involves nurturing leads and engaging users. It ensures a positive and seamless customer experience through the integration of multiple offline (retail store, events, call centre) and online channels (website, app, social media, email, SMS, WhatsApp) while maintaining a consistent brand presence.Know more
An on-page survey is a tool that allows you to gather feedback on a particular page of your website from visitors by conducting a survey and asking them questions about it. These surveys are usually embedded within the page for which feedback is required and are simple, straightforward, and quick to complete.Know more
Proximity is a web designing practice that directs a webmaster to group similar or related website elements together, and place unrelated or dissimilar elements apart.
Qualitative Visitor Research
Qualitative visitor research involves the use of research tools like heatmaps, session recording, form analysis, and so on to track and analyze visitors’ browsing pattern on a webpage or website based on their real-time behavior. It allows you to gauze beyond just numbers and dive deep into visitors’ behavioral pattern to glean valuable visitor behavior insights.
Quantitative Visitor Research
Quantitative visitor research involves the use of research tools like Google Analytics to gather numerical data on your website performance. This method provides the exact numerical data on a website or webpage’s conversion rate, bounce rate, average session time, and other such quantifiable data.
Scarcity is a psychological tactic that marketers use to push visitors towards a conversion action. It takes advantage of the human fear of 'shortage' or in today's terms, FOMO (fear of missing out) - “Only 5 items left” and “Sale only till 8 PM” are some examples where scarcity marketing is used.
A scrollmap is a type of website heatmap that provides a visual representation of a user’s scrolling behavior. It offers insights into how users scroll across a specific website area, allowing for the identification of UX improvements, the implementation of changes, and a boost in conversions.Know more
Split testing is a synonym for A/B testing.
In a Split-URL test, you create multiple versions of your website hosted on different URLs. On these versions, traffic is distributed randomly and a randomized controlled experiment is conducted. The performance of each of the variant is monitored and evaluated to identify the most effective variation. A split test enables you to determine which of multiple variations of your web pages has a higher conversion rate for your visitors.Know more
The degree to which the result of an A/B test can be apart from the actual figure is called standard error.
The test duration comes from a sample size calculator which estimates the number of samples needed to estimate a significant effect within the chosen error bounds correctly. This calculation is performed before running an experiment to plan resources such that a timeline of an experiment is decided.Know more
Test hypothesis is a tentative assumption that changing a specific element(s) of a website will lead to higher number of conversions. Establishing a test hypothesis is the first step towards executing an A/B test.
Testing in production is a standard practice in the modern software development cycle to ensure the release of high-quality products and improve user experience. Using this methodology, marketers can run tests to understand users’ responses to any new feature releases, while product managers can use these data to improve product experiences.Know more
In an A/B test, if both variations are similar and don’t affect the metric being tested any differently, an error may occur where the null hypothesis is rejected after the test concludes. In such a case, if it’s determined that there is a statistical difference between the variations, the result is a Type I error.Know more
Usability refers to the ease of use of a website. The usability of a website can be tested by hired experts, who thoroughly analyze the website and provide suggestions for improvement.
User intent is the intention or goal users have in mind when making search queries. Creating content that meets user intent is imperative if you want your page to rank highly for the keyword you’ve targeted on the SERP. This is because Google considers user intent when displaying relevant search results to users for specific search queries.Know more
Visitor segmentation refers to the practice of identifying certain user groups sharing common characteristics that have a conversion rate very different from the conversion rate when all visitors are considered for analysis. Segmentation analysis is useful to move the metrics in a positive direction by enabling businesses to build a personalized experience for their visitor segments.Know more
A website banner is a form of digital advertisement which is mostly a rectangular graphic displayed on a website and, is usually, the first contact a potential customer has with a brand. When users click on a banner, they generally are redirected to the advertiser’s own website.Know more
Whitespace is a design strategy which involves using blank spaces for directing attention towards a valuable website elements such as a CTA.
Z-index is a css parameter that measures how elements are stacked when they overlap.
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