Webtrends Optimize Glossary

CRO, AB, ABn MVT, SDKs… Multi-armed Bandits, Type 1 Errors and Squeeze Pages… 
The digital World is drowning in jargon and acronyms – find out what it all means with our glossary of commonly used conversion rate optimisation terminology (and those terms that regularly come into its orbit).

A

AB Testing

What is AB Testing? Make informed, data-driven decisions for your website by utilising AB testing.

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ABn Testing

The ‘n’ in ABn testing refers to the multiple variations in the test. How does it work?

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Above the Fold

What does having content above the fold mean? Why is it important?

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Average Order Value (AOV)

What is Average Order Value? Why track it? Can it be improved?

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B

Baseline Analysis

What is a Baseline Analysis? Why use one over an analytics tool?

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Behavioural Targeting

What is Behavioural Targeting? What type of attributes can be used?

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Below the Fold

What does having content below the fold mean? Why is it important?

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Bounce Rate

What is a Bounce Rate? How to calculate, analyse and reduce it.

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C

Call To Action (CTA)

What is a Call To Action? What are the considerations and what can you do with it?

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Content Flickering

What causes Content Flickering? Why is it important and how can you avoid it?

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Content Management System (CMS)

How does a Content Management System work and why use one?

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Continuous Delivery

What is Continuous Delivery? What are the benefits? How does it work?

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Control Page / Control Group

What is a Control Page or Control Group? Why is one needed?

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Conversion Rate Optimisation (CRO)

What is Conversion Rate Optimisation? What are the benefits?

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Cookies

What are Cookies? Why are they used? What types are there? What are the limitations?

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Customer Relationship Management (CRM)

What is Customer Relationship Management? Who uses it and how does it work?

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D

Decision Fatigue

What is Decision Fatigue? Why is it important? How can you avoid it?

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Dynamic Content

What is Dynamic Content? How do you use it? What are the advantages over static content?

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E

Email Retargeting

What is Email Retargeting and how does it work? Why is Email Retargeting still successful?

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Exit Intent

Target and engage bouncing visitors. Create valuable Exit Intent offers.

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F

Feature Flags

What are Feature Flags? Why use them? Where can they be used successfully?

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Form Optimisation

How many of your visitors are abandoning their sessions due to poor form design? Create forms that convert.

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Funnel Optimisation

No matter what business you’re in, converting visitors effectively through a funnel equals revenue.

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G

Geotargeting

Deliver content to visitors based on geolocation. How does it work and what are the benefits?

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H

Heatmaps

What are Heatmaps? How do they work and what can you learn from them?

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Hello Bars

What are Hello Bars? How to use them and what to use them for.

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Hero Image

The most important visual element on the page. What can you do with it?

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Hybrid Service

Comfortable building your own tests but maybe want some additional guidance?

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I

Inbound Marketing

What is Inbound Marketing and how does it generate sales?

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K

Key Performance Indicator (KPI)

What is a Key Performance Indicator? What is it used for?

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L

Landing Page Optimisation

Where to start with Landing Page Optimisation? What are the techniques?

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Lead Generation

What is the Lead Generation process? B2B vs B2C models compared.

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M

Managed Service

If you don't have any optimisation experience in-house, only have certain resources available, or are looking to upskill your team.

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Marketing Automation

What is Marketing Automation? From suspect to prospect to customer.

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Marketing Technology Stack

What is a Marketing Technology Stack? What are the considerations when choosing one?

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Meta Tags

What are Meta Tags? Some examples of how to use them on your website.

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Multi-Armed Bandit

What is the Multi-Armed Bandit problem? How to choose between actions with unknown payouts.

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Multivariate Testing

What is Multivariate Testing? Simple, full factorial and fractional factorial MVT.

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N

Null Hypothesis

What is a Null Hypothesis? What is an alternative hypothesis? How do they work?

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O

Onsite Retargeting

Retargeting a consumer while engaged on your site can deliver significant improvements to your conversion rates.

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Onsite Surveys

There's nothing like getting real customer feedback - instantly

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P

Product Recommendations

Product Recommendations can help your customers find what they're looking for.

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Q

Query String Attributes

What are Query String Attributes? How can you use them?

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R

Regex (Regular Expression)

What is a Regex? What can you do with it? What are the benefits?

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Reporting Dashboard

What is a Reporting Dashboard? Why use one? How is it different to a report?

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S

Sales Funnel

What is the Sales Funnel (or eCommerce funnel)? What are the stages and how can you optimise it?

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Self Service

Are you just starting out or already experienced in optimisation?

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Server-side Testing

What is Server-side Testing? What are the benefits and should you be using it?

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Session Recording

What is Session Recording? Why is it useful and how does it compare to AB Testing?

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Shopping Basket Abandonment

How to avoid Shopping Basket Abandonment?

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Site Search Optimisation

Site Search is often ignored in eCommerce. Help your visitors find what they need.

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Social Proof

What is Social Proof and what are the different types? Why is it important?

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Split Testing

What is Split Testing? When to use it and what to consider.

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Squeeze Page

What is a Squeeze Page? How does it work and why use one?

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Statistical Significance

A brief overview of how we calculate statistical significance in AB Testing and MVT at Webtrends Optimize.

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T

Targeting

What is Targeting? What is it used for? What are the benefits?

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Test Data Extracts

What are Test Data Extracts? Where can I find them in Webtrends Optimize?

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U

Unique Selling Point (USP)

What makes a good Unique Selling Point? Why should I have one?

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Urgency Messaging

Some visitors need extra motivation to take action when it comes to eCommerce purchases. Turn procrastinators into decision makers.

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Usability Testing

What are the different types of Usability Testing? Why are they important?

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User Experience (UX)

Why is User Experience important in CRO? What are the best practices?

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V

Visitor Segmentation

What is Visitor Segmentation? What are segmentation criteria? What should you be aware of?

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W

Website Personalisation

Use Website Personalisation to create custom user experiences across your digital portfolio.

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About this Glossary

This user-friendly A-Z Glossary section is here to help you understand the specific terminology and top terms involved in the daily language of conversion rate optimisation.

No need to waste valuable time ‘Googling it’. Listed above you will easily find a whole host of commonly used CRO and digital marketing terminology as well as some other terms that regularly fall into the mix. Each page provides complete and detailed definitions and explanations straight from our professionals who use these terms on a daily basis. With easy to understand descriptions and examples, using our glossary you will gain a true understanding of the topics of your choice.

In a time and industry where it can be a real challenge to keep on top of the constant improvements and changes that come your way, our team will aim to ensures that this section stays abreast of all these updates. We work hard to make sure we understand and fully explain all the specifics as they come along, so that you don’t have to.

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