100 Conversion Rate Optimization and A/B Testing terms

Conversion Rate Optimization (CRO) Terms

  1. Conversion Rate: The percentage of visitors who take a desired action on a website, such as making a purchase or signing up.
  2. A/B Testing: A method of comparing two versions (A and B) of a webpage or element to determine which performs better in terms of conversions.
  3. Split Testing: Similar to A/B testing, it involves comparing different versions of a webpage to identify the most effective one.
  4. Multivariate Testing: Testing multiple variations of different elements on a webpage to determine the best combination for higher conversions.
  5. Variation: A version of a webpage or element that is being tested against another version.
  6. Control: The original version of a webpage or element that is used as a benchmark for comparison in A/B testing.
  7. Hypothesis: A proposed explanation for why a certain change will lead to improved conversion rates.
  8. Statistical Significance: The level of confidence in the results of a test, indicating whether observed differences are due to chance or a significant pattern.
  9. Conversion Funnel: The path that a user takes from arriving on a website to completing a desired action.
  10. Landing Page: A dedicated webpage designed to capture visitor attention and drive specific actions.
  11. Call to Action (CTA): A prompt that encourages users to take a specific action, such as “Buy Now” or “Sign Up.”
  12. Above the Fold: The portion of a webpage visible without scrolling, often considered critical for placing important elements.
  13. Below the Fold: The content that becomes visible only after scrolling down on a webpage.
  14. Click-Through Rate (CTR): The percentage of users who click on a link or CTA out of the total who viewed it.
  15. Bounce Rate: The percentage of visitors who leave a webpage without interacting with it.
  16. Exit Rate: The percentage of users who leave a website from a specific page.
  17. User Experience (UX): The overall experience a visitor has while interacting with a website or product.
  18. Heatmap: A visual representation of where users interact most on a webpage, often indicating hotspots and areas of interest.
  19. Session: A single visit to a website by a user, which can include multiple pageviews.
  20. Conversion Goal: The desired action that a website owner wants users to take, such as making a purchase or filling out a form.

A/B Testing Terminology

  1. Randomization: The process of randomly assigning visitors to different variations in an A/B test to ensure unbiased results.
  2. Segmentation: Dividing the audience into distinct groups based on characteristics like demographics, behavior, or source of traffic.
  3. Sample Size: The number of participants or visitors needed in a test to achieve statistically significant results.
  4. Confidence Level: The degree of certainty with which you can trust the results of a test, often expressed as a percentage (e.g., 95% confidence level).
  5. Conversion Uplift: The improvement in conversion rate achieved by implementing a change based on test results.
  6. Challenger: The alternate version (B) being tested against the control (A) in an A/B test.
  7. Holdout Group: A portion of the audience that is not exposed to any test variations and is used to measure the natural behavior of users.
  8. Winner: The variation (A or B) that performs significantly better in terms of the chosen conversion metric.
  9. Loser: The variation (A or B) that performs less effectively in terms of the chosen conversion metric.
  10. Randomized Controlled Trial (RCT): A type of experiment in which participants are randomly assigned to either a control group or a treatment group to measure the impact of a change.
  11. Null Hypothesis: The assumption that there is no significant difference between variations in a test.
  12. Alternative Hypothesis: The opposite of the null hypothesis, suggesting that there is a significant difference between variations.
  13. Sample Splitting: Dividing the audience into equal or proportional groups for testing purposes.
  14. Duration: The period of time over which an A/B test is conducted to gather sufficient data.
  15. Power: The probability that a test will correctly identify a significant difference if it exists.
  16. Type I Error: Incorrectly rejecting the null hypothesis when it is actually true (false positive).
  17. Type II Error: Failing to reject the null hypothesis when it is actually false (false negative).
  18. Early Stopping: Terminating a test before its intended duration due to reaching statistical significance or other predefined criteria.
  19. Sequential Testing: Monitoring test results as data comes in and making decisions based on interim analyses.
  20. Bayesian A/B Testing: A testing approach that combines prior knowledge with new data to make more informed decisions about variations.

UX and Design Terms

  1. Usability: The degree to which a product or website is easy to use and understand.
  2. Information Architecture: The organization and structure of content on a website to facilitate easy navigation and access.
  3. Wireframe: A basic visual representation of a webpage’s layout and structure, often used in the early design stages.
  4. Prototype: An interactive model of a product or webpage that allows users to experience its functionality before development.
  5. User Persona: A fictional representation of a typical user, based on demographic and behavioral data.
  6. User Journey: The sequence of steps a user takes to achieve a specific goal on a website.
  7. Accessibility: Designing products and websites to be usable by individuals with disabilities.
  8. Responsive Design: Designing web content to adapt and provide an optimal experience on various devices and screen sizes.
  9. Microinteractions: Small, subtle animations or responses that engage users and enhance their experience.
  10. Eye Tracking: Analyzing where users look on a webpage to understand visual attention patterns.

Web Analytics and Metrics

  1. Key Performance Indicator (KPI): A measurable value that indicates the success of a website or campaign.
  2. Conversion Funnel Analysis: Examining the stages of the conversion process to identify areas of improvement.
  3. Pageviews: The number of times a specific webpage has been viewed by users.
  4. Time on Page: The amount of time users spend on a specific webpage before navigating to another page.
  5. Average Session Duration: The average amount of time users spend on a website during a single session.
  6. Exit Page: The last page a user views before leaving the website.
  7. Bounce Rate: The percentage of single-page visits where users navigate away from the entry page.
  8. Goal Conversion Rate: The percentage of users who complete a specific conversion goal, such as signing up or making a purchase.
  9. Click Map: A visual representation of where users are clicking on a webpage.
  10. Engagement Rate: A metric that measures user interaction with a webpage, often including clicks, scrolls, and time spent.
  11. Churn Rate: The percentage of customers who stop using a product or service over a given period.
  12. Segment: A subset of your audience grouped by specific criteria for analysis, often used in cohort analysis.
  13. Cohort Analysis: Analyzing groups of users who share a common characteristic to track trends and behaviors.
  14. LTV (Customer Lifetime Value): The predicted revenue a customer generates over the entire relationship with a business.
  15. ROI (Return on Investment): The measure of the profitability of an investment relative to its cost.

Psychology and Persuasion

  1. FOMO (Fear of Missing Out): The feeling that others are having more rewarding experiences, leading to a desire to not miss out.
  2. Social Proof: The phenomenon where people are influenced by the actions and decisions of others.
  3. Scarcity: Creating a sense of urgency by emphasizing limited availability or time.
  4. Anchoring: The tendency to rely heavily on the first piece of information encountered when making decisions.
  5. Reciprocity: The principle that people tend to respond positively when given something and feel obligated to return the favor.
  6. Cognitive Dissonance: The discomfort felt when a person holds conflicting beliefs or attitudes, often leading to behavior change.
  7. Paradox of Choice: The idea that too many choices can lead to indecision and decreased satisfaction.
  8. Loss Aversion: The preference to avoid losses over acquiring gains, often leading to risk aversion.
  9. Hick’s Law: The principle that increasing the number of choices or stimuli increases decision-making time.
  10. Color Psychology: The study of how colors can influence human emotions and behavior.

Testing and Experimentation Tools

  1. Google Optimize: A testing and personalization tool by Google for optimizing websites and tracking user behavior.
  2. Optimizely: A popular experimentation platform for A/B testing and personalization.
  3. VWO (Visual Website Optimizer): A platform for A/B testing, split testing, and multivariate testing.
  4. Crazy Egg: A tool that provides heatmaps, scrollmaps, and other visual insights for website optimization.
  5. Hotjar: A suite of tools for understanding user behavior through heatmaps, session recordings, and surveys.
  6. Google Analytics: A widely-used web analytics tool for tracking and analyzing website traffic.
  7. Adobe Target: A platform for A/B testing, personalized content delivery, and multivariate testing.
  8. Convert: A conversion rate optimization platform that offers A/B testing and personalization capabilities.
  9. Unbounce: A landing page builder and conversion optimization tool.
  10. KISSmetrics: An analytics tool focused on tracking user behavior and conversions.

E-commerce and Retail Terms

  1. Average Order Value (AOV): The average amount spent by a customer in a single transaction.
  2. Shopping Cart Abandonment: The situation where users add items to their online shopping cart but leave the site before completing the purchase.
  3. Product Page: A webpage dedicated to showcasing a specific product’s details, images, and information.
  4. Checkout Process: The series of steps a user goes through to finalize a purchase on an e-commerce website.
  5. Cross-Selling: Recommending related or complementary products to customers based on their purchases.
  6. Upselling: Encouraging customers to purchase a more expensive version or upgrade of a product.
  7. Product Recommendation Engine: A system that uses customer data to suggest relevant products.
  8. Abandonment Rate: The percentage of users who start a process (e.g., checkout) but do not complete it.
  9. Inventory Management: The process of tracking, ordering, and managing product stock levels.
  10. Return On Ad Spend (ROAS): The measure of how much revenue is generated for every dollar spent on advertising.
  11. Customer Segmentation: Dividing customers into distinct groups based on characteristics such as behavior, demographics, or preferences.
  12. Customer Lifetime Value (CLTV): The total revenue expected to be generated from a customer over the course of their relationship with a business.
  13. Conversion Attribution: The process of assigning credit to different marketing touchpoints for a conversion.
  14. AIDA Model: A marketing model that stands for Attention, Interest, Desire, and Action, representing the stages a customer goes through in a purchasing journey.
  15. Loyalty Program: A structured marketing strategy aimed at retaining customers by offering rewards for repeat purchases or engagement.

Remember that the field of Conversion Rate Optimization and A/B testing is continuously evolving, so it’s a good practice to stay updated with the latest trends, tools, and methodologies in this domain.

Connect with Experimenters from around the world

We’ll highlight our latest members throughout our site, shout them out on LinkedIn, and for those who are interested, include them in an upcoming profile feature on our site.