Testing two identical pages against each other using A/B testing.
Comparing two versions of a web page to determine which converts better.
Comparing more than one variation of a webpage at the same time.
Above the Fold
The portion of a webpage that is available without clicking or scrolling.
The measure of the ability for an ad to be seen by web users.
The web site that gets paid to direct traffic to another party that sells products/services of interest to affiliates' target audience.
Marketing through people or companies that are linked by either buying or selling to the company advertising.
A description which appears within an HTML document that tells visitors the nature of an image.
Event is the specific hit and report that appears in Google Analytics.
The anchor text is the clickable part of the text in a hyperlink.
Negative emotional response that certain elements of the page cause making the visitors less likely to convert.
Process of enabling changes to an app settings and preferences to meet user's specific needs.
The value and number of conversions a specific channel assists in.
The set of rules used for determining how credit for sales conversions are assigned to touch points in conversion paths.
Attribution rate is the share of individual attribution source in total conversions.
Websites that search engines consider highly accurate and of high quality.
Average Order Value (AOV)
The average amount of money spent on an order per customer through a website or app.
An inbound link from one website to another.
Testing method that eliminates individual variations that underperform when doing A/B/N or multivariate tests.
The tendency for a website visitor not to notice a banner.
Usually rectangular shaped ads on webpages linked to advertiser's website.
The first version of a landing page that is kept and used as a benchmark which other versions are measured against in the future.
Bayesian statistics is a statistical method of making statistical analysis by using probabilities and past experience to determine the characteristics of entire population.
Ads that are targeted to a person's specific interests or beliefs.
Below the Fold
Content/ads that are found on a web page that is only accessible by scrolling down the page.
Online traffic or activities that are artificially generated by an internet robot.
When a visitor to a page leaves the site without taking any action or viewing any other page.
The percentage at which visitors leave a page without visiting another page from a site. Bounce rate = Total number of visitors only viewing that page divided by the total number of page views.
Navigation links that show the exact location of a page within a web site.
A URL connection within an HTML that is not working.
Business to Business (B2B)
Business to business is a relationship that marks businesses that sell directly to other businesses and is typically referred to as B2B.
Business to Consumer (B2C)
Business to consumer relates to businesses that sell directly to consumers are typically referred to as B2C.
Call to Action
A prompt that tells a website user to take a specified action.
A set of ad groups that share a budget and a location.
Webmaster defined preferred URL for pages with multiple URLs.
Carrier Calculated Shipping
Shipping costs calculated by the carrier at the time of the order.
Cart Abandonment Rate
The proportion of the web visitors that will begin a purchase but not follow through to complete it in any given amount of time.
Cascading Style Sheets (CSS)
CSS are used to format web page layout.
Category (Google Analytics)
Categories of events in Google Analytics include mouse, keyboard, frame and form events. Two broad categories exist over this, one which generates pageviews when they occur and one which does not generate page views when they occur.
Metrics which are based on a direct measure of certified traffic.
Analytics rules based on groupings for channel traffic sources.
Churn (Attrition) Rate
Churn rate when it applies to subscriptions is the rate at which subscribers "unsubscribe" or stop their subscription.
Clarity refers to the ease of use of a website, that includes the visual layout as well as the text on the pages.
Content that is made to draw attention/traffic to a specific site.
The series of movements of a particular user through their time on the internet.
When a person clicks on an ad to follow the link. Also called requests or ad clicks.
Click to Call
Clicking a link on a web page to speak directly to a live person.
Analysis tool used to show which links users click on the most on any particular page.
An intermediate page that a web user is brought to before they go on to complete the purchase.
The number of web visitors that click on an advertisement on any particular page.
Client Relations Management System (CRM)
CRM is all contact that a business has with its customers, both service and sales related.
A special number that identifies a client or a customer of the site individually.
The practice of masking content to spiders and showing an alternate version.
The action of defining, gathering, analyzing and sharing information about a company's products, customers and any other definable aspect of the operation.
Confidence interval represents the percentage of the sample that is closest to the mean of the sample.
Confidence level is an indicator of certainty we have in the result of a sample measurement.
Contact to Customer Conversion Rate
Contact to customer conversion rate is the number of customers divided by the number of people contacted times 100. Also called conversation rate, this percentage applies to how many people you contact versus how many end up doing what you want.
List of users of a web site or link of people who interact.
Feature that allows the ability to group content together in order to view aggregate metrics.
Content Management System (CMS)
Computer application that supports digital content.
Content marketing refers to the process of having content on a site with the purpose of marketing a certain site, service or product.
The initial (unchanged) variation used for comparison purposes in A/B testing. It is an A in A/B.
The act of making an action favorable to the visitor of a website in order to make them proceed to next step.
The journey a consumer takes through the web site and the ads to end with a purchase.
Conversion rate is the share of the visitors who made the conversion in the total number of the visitors that landed on the website.
Conversion Rate Optimization (CRO)
Conversion rate optimization is a methodology for improving the performance of e-commerce websites measured through the conversion rate of the visitors.
Information placed by a company on a customer's computer to remember something about them such as their account or location.
Cost per '000 impressions (CPM)
Costs in an advertising campaign broken down per ad view.
Cost Per Acquisition
Average cost of a lead or a customer.
Cost Per Click
The cost to the business each time a web user clicks on an ad.
Coupon is a one time benefit offered to the customer.
A crawler error is a report that is generated and saved in a database of any site, HTML or URL that a crawler was unable to access on the web.
A program that reads web site pages to retrieve information for adding to a search engine index.
Selling a new product to an existing customer is called a cross sell.
Customer Lifetime Value (CLV)
An estimation of the potential total profit to be gained from one customer over the lifetime of the commercial relationship.
Data is the combined characters and symbols that are stored on a computer that are a representation of information.
Data visualization is creating or understanding visual data.
Dead End Page
Dead end page is the page that features no logical progression from it.
Decision fatigue happens when too many choices or frequent decision making is required from the visitor.
Analyzing data to help describe or summarize data in a meaningful way.
Development in terms of websites refers to the process of the actual creation of the web site itself.
For websites a device refers to the machine used to access the site. Device categories include: desktop, tablets, mobile phones, and even TVs.
Visual elements on a web page that attracts visitors to certain areas on the page.
A code that is used during an e-commerce purchase to avail of money savings offer on a given product or order.
A subset of the internet owned by a business with several links that are all ran from the domain.
Sending products from manufacturer to buyer or retailer at the point it is ordered.
Content that appears twice or more in a website or on a search engine.
Website content responses that are tailored for the individual as opposed to generic style content.
e-Commerce represents using web and internet to sell products or services to customers.
Advertising a product through sending a promotional email to target market consumers.
A metric that measures the level of interaction a piece of internet content receives.
Enterprise Resource Planning (ERP)
Process management software that enables a business to operate back office functions as well as front office needs.
The exit page is the last page a user viewed during a web site visit.
A final message from a web site before a user leaves a page.
An exit survey is a series of questions that are asked of individual when they are about to leave a website or when they want to cancel their account.
Experimentation is a process of setting up variations of a web page on your website with aim to compare them in real time and finding out which one performs better in causing your visitors to purchase.
Filter in analytical tool is a definition of a traffic source that is manipulated on prior to reporting.
Form is any type of interaction where visitor is required to provide information using text input fields.
Form testing is the technique applied to optimize the forms.
Frequentist statistics is a statistical technique that relies on analyzing a limited sample to derive information on the entire population.
Friction is the psychological resistance that a visitor must overcome to complete conversion.
A funnel or Conversion funnel is a phrase used in e-commerce to describe the process a consumer takes through the website that leads them to making a purchase.
The process of testing various elements through the different steps of the conversion funnel.
The application of basic elements of game playing to other type of activities in order to make them more appealing or frequently used.
The activity the visitor is supposed to complete in order to make a conversion. In analytical tools, such as Google Analytics, goal is a specific milestone the visitor is supposed to reach that is tracked and measured.
Google Analytics is a web based application that is used to track and report traffic on your website.
Google Analytics 360
A suite of tools made by Google that includes Google Analytics, Google Tag Manager, Google Optimize, Google Surveys and Google Data Studio in an attempt to make a one go to CRO solution.
Google Analytics Annotations
Notes that can be added to Google Analytics reports for tracking or referencing at later occurrences.
Google Analytics Dimensions
Dimension in Google Analytics is any non-numerical or descriptive field. A data set which is made up of data elements that are individual and do not overlap.
Google Data Studio
Google Data Studio is a data integration and business intelligence platform and a part of Google Analytics 360 package.
Experiment platform made by Google and it features the three main types of tests, as well as close integration with Google Analytics.
Google Tag Manager (GTM)
Google Tag Manager (GTM) is a tag management system that is developed by Google.
Process of experimenting rapidly across many marketing channels and different product development types to find the best, most efficient way to grow a business.
Process of creating multiple title variations for the same article in order to test them on different audiences.
A visual aid that helps visualize visitors activity on a web page by using colors to indicate areas of higher or lower activity such as clicking, hovering with a mouse and scrolling.
Typically an image that is placed prominently on a web page, usually in the front and center of the page.
Heuristic analysis or Heuristic evaluation is a usability inspection method for websites that helps to identify usability problems ion the user interface design.
When a website gains a visitor it is considered a hit.
Hypertext Markup Language (HTML)
Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on webpages.
Impression, sometimes called a view or an ad view, refers to the point at which an ad is viewed.
Promoting a company through videos, blogs, ebooks or other content that markets a product or service.
Drawing conclusions from statistics over given data.
A visual representation of information or data, e.g. as a chart or diagram.
Information Foraging Theory
Theory that uses the foraging theory to understand how people look for information online.
Visual cues on a web site as to the information it contains.
Interaction Score, also called engagement score, is a metric used to measure how engaged your visitors are.
Every type of search completed on a website.
An interruption is an attention-driven technique used to catch your attention.
IOS A/B Testing
The process of running controlled experiments to compare variations of an IOS app against the original.
A computer programming language popularly used to make interactive effects in web browsers.
Key Performance Indicator (KPI)
A KPI is a value that is measurable and which demonstrates the effectiveness of a company in achieving their key business goals.
Words that describe website content most accurately.
Label (Google Analytics)
A label is a component of a Google Analytics event, and is used to provide additional information for events that you want to track.
The web page that is the entry point for a website or section of a site.
Landing Page Optimization
Part of conversion optimization which aims to make content on a specific web page (called landing page) more appealing to convert more visitors.
Last Adwords Click
The attribution model used by Google AdWords is the last click in a conversion path and receives all the credit for conversion in Google Adwords.
Last Nondirect Click
The attribution model that gives the full credit for conversion to the last click prior to the conversion itself.
Attribute which gives credit to the last link a web site user clicks before finalizing.
A measure of how visitors get to a certain web site that is more than just clicking through from an ad.
Lead capture refers to the act of getting a contact information of the potential customer, such as an email address, phone number or other piece of information that can be used to contact the person directly and pitch your service or product.
Creating customer or consumer interest into a new product or service.
Incentives offered to prospective buyers in exchange for their contact details.
Process of developing relationships with buyers each stage of the sales funnel throughout a buyer's journey.
A potential sales contact.
Segmenting potential customers into targets for specific products and then emailing them about those products.
Prediction of one customer's spend over the relationship with a specific business.
Procedure of a website to acquire links to increase a sites' backlinks and create more quality backlinks.
Link referrals is a traffic acquisition method that means providing referral links to products on your site to customers as a part of promotion.
Marketing technique that segments a web site subscriber list by different conditions.
Web service that allows visitors to chat in real time with customer service representatives online.
Low Word Count
Using concise words to describe something resulting in few words being used.
Process of improving marketing attempts in a business in order to maximize outcomes.
Marketing Technology Stack
Technologies leveraged by marketers to conduct or improve their marketing activities.
Tags within the head section of code that defines web page content.
Metric (Google Analytics)
A measurement of a specific characteristic of a website's performance or efficiency.
A smaller auxiliary website that was designed to function as a supplement to a primary website.
Minimum Order Size
The minimum amount that a customer can order in any specific order.
Minutes Per Visit
The amount of time a visitor to a web site spends per visit.
Mobile App A/B Testing
A/B testing which is undertaken on a mobile app.
Part of the Fogg model that features trigger, motivation and ability to model user behavior.
Multi Channel e-Commerce
E-commerce selling strategy that targets consumers on channels outside of their own website.
A technique that is used to test a hypothesis when multiple variables are modified.
A new visitor is a user that is on a website that never previously visited that website.
Subset where a specific focus is given.
A hypothesis which states there is no statistical significance between the two variables.
Marketing which uses email and web links to increase sales through e-commerce.
The measure of how many people on an email list open or view an email.
Optimizely is currently the most popular testing platform and it has become a virtual standard for conducting experiments.
Searching for a subject by typing in the topic into a search engine and reviewing results.
Traffic that comes to a website from unpaid search results.
Links out of a web site meant to take a user to an alternate website or location on the internet.
The process of spreading awareness of a business by actively distributing information to find potential leads.
The probability of finding the extreme or observed results when the null hypothesis of a study question is true.
Page view is a metric on how many web pages on a web site have been opened.
Page Views Per Visit
An analytics measure of the number of web pages a particular user or group of users views when on a specific website.
Algorithm used by Google Search to rank websites in their search engine results.
Pay Per Click (PPC)
Business model where companies pay a set fee every time a user clicks on their ad.
A merchant service provided by an e-commerce service provider which authorizes credit cards and debit cards for direct payment processing on an e-commerce website page.
A marketing persona is a contrived personality that is created for marketing purposes.
Tailoring a product or service to accommodate particular individuals.
A poll is a recorded opinion of a number of people on a given subject.
Offering several products at a discount if purchased together.
The concept that a consumer's brand perception of any product should be listed from top to bottom in the order of their familiarity and preference.
A property denotes a specific website that is tied to a Google Analytics Account.
Placing related design elements close together to draw user's attention from one related subject to another.
Potential customer that has shown interest in the product or service.
Quantitative metrics are all the metrics that can be expressed using numbers.
The process of redirecting something from one address to another, such as an email or a URL for a web page.
The act of referring someone to a website or a product initiative.
Links that take the user to the similar product or article.
The concept of something being connected to something else through a relationship.
Marketing technique that sees advertisements sent to past customers of a web site.
Data that is presented in a formal report.
Reporting API (Application Programming Interface)
Reporting API is a part of Google Analytics.
Responsive Website Design (RWD)
Web design approach which allows the viewing of webpages in response to the size of the screen being used.
Online advertising that is targeted to consumers that have bought something on a web site previously or visited.
A visitor to a site that came back to the site for a second time or more.
Revenue Per Visitor (RPV)
Revenue per Visitor (RPV) is a measure of the amount of money spent by each visitor to a site.
Report on a company's sales or turnover.
Text file that is uploaded to a web site's root directory and linked to the web site through HTML code to block search engine crawlers.
Sample pollution is a statistical phenomenon related to measuring and reporting the same observation twice.
Sample sizes are a representation of a demographic through a small number.
Sampling (Google Analytics)
Practice of selecting a subset of data from a website's traffic in order to report on trends in the sample set.
Scarcity is a concept in digital marketing that helps increase the urgency with the visitor.
Search engine is an algorithm that allows users to enter the term they are looking for and return the most relevant results after going through the websites on the internet.
Search Engine Marketing (SEM)
Internet marketing which involves website promotion through increasing visibility in search engine results pages.
Search Engine Optimization (SEO)
Method of strategies and techniques that are used to increase visitors to a website through gaining a high search engine ranking.
Search Engine Results Page (SERP)
Page displayed by a search engine in response to a search query.
Technique which allows a business to target products to the right customers by breaking them down into different categories.
Sessions are a primary metric of page visits used by analytical tools.
Shopping Cart Abandonment
When a user begins to make an order online and then abandons the order process.
An attribution model available in attribution reports that distributes credit based on the six most recent interactions before a conversion event.
A complete analysis of a web site and all factors that influence the conversions on a e-commerce website.
List of pages a web site has accessible to users.
Social proof is giving the visitors visual indication that previous customers have bought the products or services from the website.
Social referrals are the instances of mentioning the products or brand name on social networks.
Software as a Service (SaaS)
Software that is licensed by subscription and centrally hosted.
In analytical tool such as Google Analytics, source indicates the website from which the traffic originates to the analyzed website.
Split Path Testing
Split testing sends users down different paths instead of showing different page variations.
Split testing is a technique where the variation is tested by diverting equal (or different) amount of traffic to control and variation to ascertain which performs better.
Squeeze page can be any page created to get as many conversions as possible, for example email opt in addresses from potential subscribers.
Pre production environment for the purpose of final testing before going live with software/website.
Measure of statistical accuracy of an estimate that is equal to the standard deviation of the theoretical distribution.
Statistical significance, or significance for short, represents the probability that the results observed in a test are not due to the chance.
Average minutes visitors spend on a website each month.
A way of gathering information from different people.
Tag (Google Analytics)
Piece of code that sends information to a third party. Used by many web analytics tools.
Tag management system that allows a user to easily update tags and code snippets on a mobile website app.
Analysis that is used for checking a certain website works as planned through studying how it performs.
Hypothesis is a definition of a solution to a problem or an issue, that contains explanation of a problem and defines a solution.
Process/document which outlines the objectives, plans, internal beta team, target market and processes for a specific A/B test.
Third Party Logistics
A business' use of third party business for the purpose of outsourcing parts of the business' fulfillment and distribution services.
Time Decay Attribution
Time decay attribution is a model that assumes touch points closest to the conversion had the most influence.
HTML title element used to describe the topic and theme of an online article.
Trigger (Google Analytics)
Triggers are used to observe interactions to determine if a tag should be used.
Seals that are granted to a website or business for display showing that the business is concerned with safety and customer identity.
Type One Error
Inaccurate portrayal of a true null hypothesis.
Type Two Error
The failure to reject a false null hypothesis.
Unique Selling Point (USP)
The aspect of a product that is different from competitor products.
Number of distinct visitors to a website.
Universal Resource Locator (URL)
A standard naming convention for addressing pages over the internet.
Selling a more expensive or additional related product to a customer that was going to buy a cheaper model instead.
Time that a server/machine is in operation/accessible.
When a prospective buyer feels the need to act fast based on a promotion or time sensitive action.
When a user types in or clicks on one URL and is sent to another.
The indicator of the accessibility of a website to its intended audience.
The trial process that identifies the flaws in usability and enables us to improve it.
Path a user takes through a website to complete a specific task.
User Generated Content
Web content that the user/visitor has input.
A user's reason for viewing a site and whether that will lead to action, for example a purchase.
Usability testing refers to evaluating a website or service by testing it with representative users. Typically, during a test, participants will try to complete typical tasks while observers watch, listen and takes notes.
UTM Parameter (Google Analytics)
UTM parameters enable Google Analytics to accurately report and tie in visits from specific promotional campaigns. It is possible to add parameters to URLs in custom campaigns.
Value (Google Analytics)
Value is a specific parameter of the event in Google Analytics event tracking that allows you to set a numeric value of the event.
A feature or service intended to make a web site offering/deal attractive.
Used to store information to be referenced and acted upon, but in Google Analytics terms, usually refers to custom variable.
The expectation of a squared deviation of a random variable from its mean.
View (Google Analytics)
The different levels in an Analytics account where you can access reports and analysis tools.
Common measure of ad viewability which means an ad appears for at least 50% on screen for more than one second.
Breaking down visitors into categories. Segmentation is one of the most important analytical techniques in web analytics.
Amount of times a user goes on a website.
Visits by Country
This is an analytical dimension that shows the visitors segmented by country from which they access the website.
Arrangement of presentation of elements in order of importance.
Visual Website Optimizer (VWO)
A well known tool for conducting experiments on websites, that in addition to experiments includes surveys and heat maps.
The measure, collection, analysis and reporting of web data for use in understanding and optimizing web pages.
Web optimization means improving the website so that it offers best possible performance to all visitors, regardless of the device, operating system or browser they may use.
Tailoring the presentation of a website's content to match a specific user's instructions or preferences.
The person who maintains a particular website.
A section of document that is unused or the space that is around an object.
Term used for a piece of self-contained code that displays a program, or a piece of a program, that is normally used as a shortcut to a larger application.
Z-score signifies the distance of an individual data point from the sample mean expressed as number of standard deviations.