13 conversion optimization definitions any marketer should know

Just like any other marketing discipline, conversion rate optimization has its own key terms that define actions, metrics and other essential elements.

We’ve created a list of those which we think are at the core of “CRO language”. If you want to better decode those CRO documents and mails and thus better communicate with your CRO specialist, this is a list for you.

conversion optimization definitions

Conversion rate – is the percentage of users who take the action previously defined as a conversion. This action can be a sale, a lead or whatever else is considered important for a website’s objectives. Conversion rate shows what percentage of your website’s visitors become customers, business partners etc.

Macro-conversion – is the type of conversion that has a direct impact on the main objective of a website. If a website is meant to attract more sales, its macro-conversion will be a sealed sale.

Micro-conversion – a customer can follow a sinuous path that passes through many small interactions with the website and various communication channels. Before actually purchasing something, a customer might interact with an ad, read a newsletter, engage with a social media post, download a white paper etc. Each of these small successful steps that correspond to intermediate goals can be considered a micro-conversion.

Behavioral targeting – is a targeting method based on the actions and navigation patterns visitors display on a website.

Website personalization – is a tactic used to serve unique content to each user, based on his profile. Through personalization, visitors benefit of unique web experiences, tailored to their needs and preferences.

A/B testing – is a technique used to determine if a specific change made on a website page can influence conversions in a positive way. It is implemented through the creation of a variation page (page B) whose results are compared with the ones of the original version (page A)

Multivariate testing – uses multiple variables and is recommended for finding out which combination of variable converts more. For example, on one variation you can change the headline, the call to action button and the price at the same time.

Landing page optimization – means creating or improving a landing page in order to make it generate more conversions. There are certain elements generally taken into account: how the page is structured, how is the call to action button positioned, if there are any trust marks present, if the page is fitted to its target’s audience needs, etc.

Clickmapping – is a process used to see how visitors perceive or interact with a certain page. By registering the clicks users make on a page, you can create clickmaps and identify which areas of the page and which content generate the most interest.

Shopping cart recovery – is a series of techniques used for bringing back clients who abandoned their shopping carts and to make them finally seal a deal.

Traffic segmentation tools – are tools that enable you to segment the traffic according to various variables like the location, the weather from the visitor’s location, device, browser etc. They usually integrate other functionalities like A/B testing, messages and interactions creation, personalization.

Conversion path – is the path a user must take from landing on a website to making a conversion. Well designed conversion paths have more chances of leading the visitors to complete the desired action.

Bounce rate – shows how frequently users leave the website after viewing just one page and without feeling the need to explore more. It is a key metric when analyzing how a website is doing in terms of conversions. Bounce rate can indicate which pages don’t match with visitors’ expectations or which pages are dead ends.

These terms are just summarizing some of the key elements conversion optimization deals with. In reality, CRO is a very complex discipline which is more accurately defined and better appreciated for the results it brings than by its specialized language. You just have to start experiencing with different tools and techniques to see it!