Glossary of terms

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A

A/B/n test

An A/B/n test is an A/B test with more than two variants. A/B/n testing is an online technique used for comparing one control

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A/B Testing

A/B Testing (also called split testing or bucket testing) is a technique used to determine if a specific change made

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A/A test

The term ‘A/A test’ can be best defined as a method or technique that is used primarily to test 2

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B

Buyer Persona

Buyer Persona definition A buyer persona is a fictional person created by the data collected from the real world of buyers. It allows the business

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Bucket test

A bucket test is a split test or A/B test in which you compare two versions of a website against each other, to determine which one is

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Browser Compatibility

The term browser compatibility refers to the ability of a certain website to appear fully functional on different browsers that are available in the market. This means

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Breadcrumbs

Breadcrumbs are “trails” of users’ paths. They help the user go back to previously visited pages or to broader articles or product selections. They are

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Branching Logic Surveys

Branching Logic Surveys are surveys that help define the path of a certain user on an e-commerce website. Every question on the survey helps to identify the

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Bounce rate

Bounce rate is a term used in web analytics to define the percentage of visitors that leave your website after visiting a single page. The

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Below the fold

The term below the fold is used in web design to refer to that area of a web page that becomes visible only after scrolling.

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Behavioral Segmentation

Behavioral segmentation is a marketing strategy where prospective clients are shown content and targeted advertisements which are based on their previous behavior, choices, and actions. This

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Bayesian probability

The Bayesian probability defines an approach to the concept and interpretation of probability, in which the probability is assigned to the hypothesis, and is dependent on

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Baseline conversion

The baseline conversion rate defines the current conversion rate of the page you want to test. It is expressed as percentage and is calculated as the number

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Baseline conversion

The baseline conversion rate defines the current conversion rate of the page you want to test. It is expressed as percentage and is calculated as the number

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Banner

In the online world, a banner is a rectangular or square advertisement placed on a website, which includes graphic images and text, and links to

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B2C Marketing

Business-to-consumer or B2C marketing deals with marketing the product to the consumers instead of other businesses. For this type of marketing, experts take three factors

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B2B Marketing

B2B marketing or business-to-business marketing deals with boosting sales targeting other companies in the market instead of consumers. While it relies on the same basic

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C

Customer Segmentation

What is customer segmentation? The customer segmentation definition  To be able to know who your customers are and what are their behavioral patterns, to better

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CRO Test

Conversion Rate Optimization Test refers to the different types of testing methodologies used in the CRO to identify the best possible version of a certain e-commerce site.

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CRO Agency

CRO is the acronym for Conversion Rate Optimization. It is a process through which, rates of conversion from any digital device, such as a computer and

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Cookies

Cookies are small text files located in browser directories, that are generated when a browser loads a website, and are stored on a user’s computer. When a

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Cookie Segmentation

The customer’s online experience is being made more and more customized according to their needs. The user experience has been so much improved that visitors on a

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Conversion

In marketing, a conversion is an action taken by a website visitor, that is considered profitable for the website’s owner, and is encouraged through call-to-action (CTA) messages.

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Confidence level

The confidence level is a metric used for defining the probability value associated with a confidence interval and refers to the likelihood of a sample to include

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Confidence interval

In market research, a confidence interval defines an estimated interval of values which is likely to include an unknown population parameter. Each confidence interval is

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Click-through rate

The click-through rate is a ratio that shows the percentage of people who click on your advertisement after being exposed to it. The CTR value

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Click through page

Click through page is an intermediary page between the click and the conversion. It is meant to prepare and convince the user to convert, by presenting

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Click map

A click map is a graphic representation of the areas of your website where visitors click. It allows you to track user activity on your

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Category Page

A category page, as the name states, defines a category on the website. This is quite commonly used by major blogging websites like WordPress. It

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Cart Page

A cart page is an essential part of an e-commerce website. It is the page where users can pile up what they want to buy from the

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Cart abandonment

Cart abandonment defines the process of abandoning a virtual shopping cart after adding products into it. The term is used in e-commerce when shoppers add products in

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Call To Action

A call-to-action (CTA) is a message that instructs users on the action they should take next. Ideally, CTA messages should urge the visitor of a

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D

Dynamic content

Definition Dynamic content (aka adaptive content) refers to web content that changes based on the behavior, preferences, and interests of the user. It refers to websites as well

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E

Eye flow (Eye-tracking)

Eye-tracking is the process of electronically locating the point of your website visitors’ gaze and of following and recording the movement of their point of

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Experiment

The term Experiment in Conversion Rate Optimization refers to the experiments being undertaken in order to test the different forms of the website and how they perform.

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Exit Intent Technology

The ‘Exit Intent Technology’ can be defined as an intelligent technology or an innovative tool designed to help marketers turn and transform their abandoning website

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Engagement

In social media, the term engagement can refer to any form of interaction on the user’s part, from liking your page or commenting on a

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Ecommerce

The term eCommerce comes from electronic commerce and defines all commercial transactions conducted on the internet via electronic means. It refers to the buying and selling

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F

Funnel testing

Funnel testing is a testing method that involves comparing not just two pages against each other, but multiple pages that are related and are all

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Form testing

Form testing refers to the process of testing the design, copy and length of the forms on your website with the purpose of improving their conversion

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G

Geolocation Targeting/Segmentation

Geolocation Targeting is among the most common techniques used by e-commerce businesses today. It refers to the marketing technique where traffic from specific geographical locations delivers content

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H

Hypothesis (CRO)

In order to have a positive impact on the conversion rates, an A/B test is conducted. The success of the process highly depends on how concrete and strategic

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Hero image

The hero image is the main banner placed on a web page, on the front or category page of an online store or in a

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Heat map

A heat map is a graphic representation of data in which values are represented by colors. They allow you to track and record what visitors

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Headline testing

Headline testing is a strategy used for improving traffic and click-through rates, which consists of developing multiple title variations for the same piece of content, and

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I

Interstitial

In online advertising, an interstitial is an ad that is displayed before or after the expected content. For example, if a pop-up that loads before the actual

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Internal Linking

Internal Linking is the structure of hyperlinks inside a website. It influences the user’s path through the website and, therefore, it is highly important for usability and UX. It

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L

Lifetime value

The lifetime value (LTV) or customer lifetime value (CLV) is a metric that indicates the average profit earned from the entire relationship with a customer

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Lead

In online sales and marketing, a lead is a potential customer, a visitor of your website who has expressed interest in your products or services

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Latent conversion

Latent conversion or delayed conversion is a term used in online marketing for defining those visitors who may visit your website several times, click on your landing page and

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Landing Page

A landing page is an individual page on your website created with the purpose of generating leads or customers. Given that the main goal of a landing

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M

Micro Conversion

In order to be able to optimize any business, it is essential to identify key performance indicators (KPIs). This step is of great importance for

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Marketing automation

Marketing automation is a concept that defines the usage of software – technologies, platforms, and tools – for automating marketing actions such as publishing on

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Macro Conversion

It is essential to understand the concept of conversion in order to excel in the marketing world. It occurs when a visitor completes an action on the

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N

Null hypothesis

In market research, the term null hypothesis defines the statement that says that no statistically significant difference will be seen between the variants after running a test,

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NPS Software

What is the net promoter score (NPS)? Net Promoter Score is a specific customer satisfaction survey that is based on a 0 to 10 scale. Website users

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Noindex

Noindex is a meta tag placed in the head section of the HTML code of a page, which instructs search engines not to index that

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O

Organic traffic

What is organic traffic? The term “organic traffic” is used for referring to the visitors that land on your website as a result of unpaid

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Opt-out

We know that some visitors may consider personalization tools (such as Omniconvert) intrusive (some users feel that information like location, consumption habits, history and traffic

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Online Survey Tools

What are online survey tools? Online survey tools are software solutions that provide the ability to create, run and interpret various types of surveys either on the

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On-Scroll Popup

On-Scroll Popup is the pop up that appears on the screen of the user once he or she has had a certain amount of engagement with the

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On-Load Popup

The on-load popup is one of the simplest and most commonly encountered types of popup. It appears on the screen of the user right after

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On-Exit Popup

An on-exit popup is a popup that appears on a website when the user begins to stray away from it. Its prime reason is to

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P

Product Page

A product page is what defines the features, manufacturer, uses and a lot more, about a certain product, in e-commerce. It is a page on an

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Popup banner

A popup banner is a banner that appears suddenly in the foreground of the visual interface, usually in a clearly delimited window. Popup banners are

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R

S

Statistical significance

Definition The term statistical significance is used in market research to define the probability that a measured difference between two statistics is the result of

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Standard error (SE)

In market research, the standard error (SE) is the estimated standard deviation of the sampling distribution of a statistic. It indicates the reliability of the

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Squeeze page

“Squeeze page” is another term used for defining a landing page created with the purposes of capturing visitors’ e-mail addresses via opt-in forms. The main goal of

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Split Testing

Split testing definition  Split testing is the activity of randomly distributing the incoming traffic to the website between two different URLs of the same page

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Social proof

Social proof is a concept that defines the use of testimonials, reviews and other forms of user-generated content or trust seals with the purpose of

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Skip Logic Surveys

Skip logic surveys are surveys where a respondent jumps to a certain question while skipping the next in line. These surveys allow a custom path

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Session Recording

The term ‘Session Recording’ can be best described as a tool to record browsing sessions of website visitors. These recorded sessions offer unparalleled insights into

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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

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Scarcity

In marketing, scarcity or the scarcity principle is used for creating a sense of urgency and persuading customers to buy something before the offer runs

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Sample size

Sample size definition Start A/B testing your ideas. Improve your website and stop guessing. Choose the audience Apply the change See the results in real-time

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T

Trust badge

A trust badge or trust seal is a symbol placed on your website that ensures your visitors that the page is legitimate and that all

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Traffic Segmentation

Traffic Segmentation refers to the process of setting up groups of visitors that will help businesses identify the different sources from which their traffic is

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Tracking code

In website analytics, a tracking code is a snippet of JavaScript code that tracks the activity of a website user by collecting data and sending

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Thank You Page

A Thank You Page is an essential page on any website. This is where users are directed to after they have either made a purchase

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Test hypothesis

In A/B testing, a test hypothesis is a statement you make based on the available data, which serves as the starting point for the test. Before

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Test duration

In digital marketing, the test duration refers to the time interval you should run an A/B test. There is no standard test duration for split

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U

UTM Link

UTM stands for Urchin Tracking Module. In the simplest of the terms, a UTM link is any link that is succeeded by a question mark.

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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

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User intent

As its name implies, user intent tells us what a user is looking for when conducting a search query via a search engine. User intent

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User experience (UX)

User experience (UX) defines how a visitor perceives your website or app, and how he or she feels like after interacting with the system, service

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Usability

Usability means ease of use, so it is a concept that measures how easy it is for a user to interact with a system, software,

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URL submission

URL submission is the action of submitting your URL to search engines, manually, for faster indexing. By doing so, you let search engines know that

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Upselling

Upselling is a sales technique whereby the seller tries to convince the customer to purchase a product that is more expensive than the one chosen

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Uplift (CRO)

Uplift is a term used in the field of conversion rate optimization (CRO). It simply refers to the improvement or uplifts in business achieved as a

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V

Variation

Variation is a term used in A/B testing for defining that version of a web page or app screen that is only slightly or completely different than

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W

Widget

A widget is similar to a small app and is an element of the graphical user interface with limited functionality, which displays information or allows

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Website testing and CRO

Web testing helps in shaping strategies and preview changes based on accurate and verified data. The broad range of tracking, analyzing and testing possibilities is a

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Website Personalization

Website personalization (aka web personalization) is an increasingly common online marketing technique for increasing the relevancy of the content by adapting it according to each visitor.

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Website Optimization

Website optimization is the sum of activities that seek to improve the way the website is performing in various business aspects from technical to marketing.

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Website Feedback Survey

Website feedback surveys are an online marketing technique for collecting qualitative data from visitors or customers. They are delivered to users directly on the website

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Weather Segmentation

In conversion rate optimization, segmentation marketing technique is of prime importance. Weather segmentation is becoming an increasing trend because of its capacity to convince visitors when

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