AB Testing
AB Testing Make informed, data-driven decisions for your website by utilising AB testing AB Testing Explained A/B testing is a
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).
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A
ABn Testing
ABn Testing What is ABn testing ABn testing is a type of testing where 2 or more variations of a
Above the Fold
Above the Fold What does above the fold mean? Above the fold describes the content that is visible when a
Average Order Value (AOV)
Average Order Value (AOV) What is Average Order Value (AOV)? Average Order Value tracks the average amount spent each time
B
Baseline Analysis
Baseline Analysis What is a Baseline Analysis? A baseline analysis mimics analytics-style data capture for an account, as part of
Behavioural Targeting
Behavioural Targeting What is behavioural targeting? It is a way of creating more personalised, relevant and targeted web experience for
Below the Fold
Below the Fold What does it mean? Imagine the ‘fold’ as being an imaginary line at the bottom end of
Bounce Rate
Bounce Rate What is a bounce rate? Bounce rate refers to visits to a site that are only single page
C
Call To Action (CTA)
Call To Action (CTA) What is it? The term Call To Action, or CTA, refers to a web feature constituting
Content Flickering
Content Flickering What causes content flickering? When a test runs on a web page, content flickering refers to the flashing
Content Management System (CMS)
Content Management System (CMS) What is a Content Management System (CMS)? A CMS or Content Management System is a software tool that
Continuous Delivery
Continuous Delivery What is it? Continuous delivery is a Release strategy which delivers Software Code Releases into Production (Live Environment),
Control Page / Control Group
Control Page / Control Group What is a control page or control group? The premise of Experimentation is a controlled
Conversion Rate Optimisation (CRO)
Conversion Rate Optimisation (CRO) What is Conversion Rate Optimisation (CRO)? Conversion rate optimisation focuses on improving a website’s conversion rate
Cookies
Cookies What are cookies? A cookie is a small piece of data sent from a website and stored on the user’s computer by
Customer Relationship Management (CRM)
Customer Relationship Management (CRM) What is Customer Relationship Management (CRM)? CRM or Customer Relationship Management can be defined in its
D
Decision Fatigue
Decision Fatigue What is it? Decision fatigue describes a situation when visitors are given so much choice that it demotivates
Dynamic Content
Dynamic Content What is it? Dynamic content refers to website content that is changed depending on the visitor behaviour, geographical
E
Email Retargeting
Email Retargeting What is email retargeting and how does it work? Email retargeting is the ability to send a focused
Exit Intent
Exit Intent Don’t miss out on an extra opportunity to engage Today’s online customers are sophisticated – and often impatient.
F
Feature Flags
Feature Flags What are feature flags? Feature flags (also referred to as a feature toggle) is a technique to turn
Form Optimisation
Form Optimisation Reduces form abandonment Using form optimisation you can improve the path to form and application completion on your
Funnel Optimisation
Funnel Optimisation Turn browsers into buyers No matter what business you’re in, converting visitors effectively through a funnel equals revenue.
G
Geotargeting
Geotargeting What is geotargeting? Geotargeting is the method of determining the geolocation of a website visitor and delivering different content
H
Heatmaps
Heatmaps What are Heatmaps? Heatmaps are a visual representation report, whereby values are represented by colours. Heatmaps can be used
Hello Bars
Hello Bars & Welcome Messaging Make your return visitors feel welcome Improve the effectiveness of your website by displaying the
Hero Image
Hero Image What is it? The hero image corresponds to the main banner image on a webpage. Being the most
Hybrid Service
Hybrid Service Comfortable building your own tests but maybe want some additional guidance and fancy dipping your toe into something
I
Inbound Marketing
Inbound Marketing What is inbound marketing? Traditional marketing has, up until the last decade or so, heavily relied upon outbound
K
Key Performance Indicator (KPI)
Key Performance Indicator (KPI) What is it? A Key Performance Indicator (or KPI) is a metric defined as a measure
L
Landing Page Optimisation
Landing Page Optimisation What is landing page optimisation? A landing page is a page on your website that is specifically
Lead Generation
Lead Generation What is Lead Generation? The idea of lead generation seems fundamental to most businesses. In order to understand
M
Managed Service
Managed Service If you need a little help or guidance, don’t have any optimisation expertise or resource in-house, or just
Marketing Automation
Marketing Automation What is it? Marketing automation is a generic term for utilising software to help deliver a process of
Marketing Technology Stack
Marketing Technology Stack What is a Marketing Technology Stack? In the technology industry, a “stack” refers to a collection to
Meta Tags
Meta Tags What are Meta Tags? Metadata is ‘data’ about data. In this context, Meta tags are small snippets of
Multi-Armed Bandit
Multi-Armed Bandit What is the Multi-Armed Bandit Problem? A gambler walks into a Vegas casino. There are 100’s of slot
Multivariate Testing
Multivariate Testing Test multiple variables on a page at the same time with multivariate testing An essential tool in the
N
Null Hypothesis
Null Hypothesis What is it? A null hypothesis is a hypothesis that says there is no association or statistical significance
O
Onsite Retargeting
Onsite Retargeting Increase Cross-sell and Up-sell Opportunities Unlike offsite retargeting (pay-per-click advertising, for example), retargeting a consumer while engaged on
Onsite Surveys
Onsite Surveys Get instant feedback from your visitors Tracking your customer interactions from your analytics and your testing tool can
P
Product Recommendations
Product Recommendations Product recommendations can help your customers find what they’re looking for – even if they don’t know it
Q
Query String Attributes
Query String Attributes What are query string attributes? Query string attributes are appended to the end of a dynamic URL
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Regex (Regular Expression)
Regex (Regular Expression) What is it? A Regular Expression (often shortened to Regex) refers to a string of text used
Reporting Dashboard
Reporting Dashboard What is a Reporting Dashboard? A reporting dashboard contains current data and highlight specified metrics in visually appealing
S
Sales Funnel
Sales Funnel What is it? The sales funnel (or eCommerce conversion funnel) is a visualisation of the route that the
Self Service
Self-Service Just starting out or experienced in optimisation – If you are a marketer who wants to improve basic elements
Server-side Testing
Server-side Testing Expand your possibilities with Server-side testing. What is Server-side Testing? On a basic level, when delivering A/B or
Session Recording
Session Recording What is Session Recording? Session Recording is pretty much exactly what you would expect from the name –
Shopping Basket Abandonment
Shopping Basket Abandonment What is shopping basket abandonment? Shopping basket abandonment refers to users abandoning their journey on a site
Site Search
Site Search Optimisation Help your visitors find what they need When your visitors are in a hurry, they often default
Social Proof
Social Proof What is Social Proof? Social Proof is essentially the utilisation of evidence, or the opinions and actions of
Split Testing
Split Testing What is Split Testing? Split testing is a method of AB testing where the challenger experiment or experiments
Squeeze Page
Squeeze Page What is a squeeze page? A squeeze page is a landing page which is specifically designed to capture
Statistical Significance
Statistical Significance A brief overview of how we calculate the statistical significance of AB Tests and MVT at Webtrends Optimize
T
Targeting
Targeting What is Targeting? Targeting consists in showing specific visitors a certain piece of content based upon pre-defined criteria, such
Test Data Extracts
Test Data Extracts What are test data extracts? Specifically, test data extracts is a term used for the data which
U
Unique Selling Point (USP)
Unique Selling Point (USP) What is a Unique Selling Point (USP)? A unique selling point is a concise and compelling
Urgency Messaging
Urgency Messaging Turn Procrastinators into Decision Makers Some visitors need extra motivation to take action when it comes to E-Commerce
Usability Testing
Usability Testing What is Usability Testing? Put simply, usability testing is a method of testing if a website/page or app
User Experience (UX)
User Experience (UX) What is User Experience (UX)? The term User Experience, or UX, was coined by Don Norman, a
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Visitor Segmentation
Visitor Segmentation What is it? Visitor Segmentation is the process of dividing visitors to a website into clusters which are
W
Website Personalisation
Website Personalisation Unique experiences for unique individuals Key Tools A comprehensive toolkit for every marketer Hello Bars Onsite Re-targeting Exit
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