Want to know the difference between A/B Testing, Split Testing, and Multivariate Testing? Or what the heck CRO, LPO, and EXO stand for? Maybe you're looking for a refresher on Statistical Significance and Sales Funnels? Browse our optimization glossary and learn to speak the language of optimizers!
A method of comparing two versions of a webpage or mobile app experience against each other in order to test the accuracy of the testing tool.
A method of comparing multiple versions of webpage or mobile app against each other to determine which performs best.
The top most portion of a webpage that is visible without users having to scroll.
A method of comparing two versions of a webpage or mobile app experience against each other to determine which performs best.
A business marketing strategy that concentrates resources on a set of target accounts within a market.
The concept of how visible ads on a website or mobile app are to users.
The process of building a mobile application to meet the needs of specific audiences.
The average dollar amount spent each time a customer places an order on a website or mobile app.
Behavioral science studies the way that emotions, the environment, and social factors influence our decisions.
The portion of a webpage that is not immediately visible when the page loads, that users must scroll to see.
A software development technique which utilizes two production environments (a "blue environment" and a "green environment") in order to make the software deployment process easier and safer.
The percentage of site visits that are single-page sessions, with the visitor leaving without viewing any other pages.
A method of testing two versions of a website or app against one another to see which one performs better on specified key metrics. Synonym for split testing.
A call to action or CTA is a prompt on a website that tells the user to take some specified action.
A way to reduce risk and validate new software by releasing software to a small percentage of users.
The percentage of people that click on an element that they have been exposed to.
An application that allows multiple contributors to create, edit and publish web content.
A software development process for getting code changes into production quickly and safely.
A devops and software development practice where code is continuously integrated into the trunk where these integrations are automatically built and tested.
When a user completes some predetermined action on your site.
The number of conversions on a webpage or app divided by the total number of visitors.
The process of increasing the percentage of conversions from a website or mobile app.
When the mind becomes fatigued after a sustained period of decision making, such as when faced with too many options on a website.
The process of providing your customers with the best possible experience across all touchpoints through analytics, user research, A/B testing, and personalization.
A copy of the main codebase where an individual or team of software developers can work on a new feature until it is complete.
A software development technique that turns certain functionality on and off, without deploying new code.
The software development process of introducing a new feature to a set of users.
The software development process of testing multiple variations of a feature to determine the best user experience.
A mechanism that allows code to be turned “on” or “off” remotely without the need for a deploy.
The use of resource-light and cost effective marketing tactics to help grow and retain an active user base, sell products and gain exposure.
The process of developing multiple title variations for an article or piece of online media to determine which one performs the best.
A graphical representation of data such as clicks and scrolls that uses a system of color-coding to represent different values.
An oversized image or video at the top of a website, often extending full-width and featuring a CTA and/or value proposition.
Learn how to improve your conversion rates through A/B testing to drive your business objectives.
A marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects.
Visual and textual cues that provide website vistors with hints on what information a site contains.
The process of running a controlled experiment comparing one or more versions of an iOS app against the original to improve certain metrics.
The process of improving elements on a landing page to increase conversions.
The process of generating consumer interest for a product or service with the goal of turning that interest into a sale.
An approach to agile product development that’s designed to minimize risk, increase speed of development, and hone product market fit by building and iterating on a minimum viable product (MVP)
An estimate of the average revenue that your customers will generate throughout their lifespan as a customer.
The replacement of repetitive manual marketing processes and tasks with solutions that are automated, especially in regards to e-mail marketing.
A grouping of technologies that marketers leverage to conduct and improve their marketing activities.
The practice of using A/B testing to test different experiences within mobile apps.
A form of A/B testing that uses machine learning algorithms to dynamically allocate traffic to variations that are performing well.
A technique for testing a hypothesis where multiple variables are modified, in order to determine the best combination of variations on those elements of a website or mobile app.
Learn about the key differences between A/B testing and multivariate testing, and when is the best time to use each approach.
The strategy for leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers.
A method of gradually rolling out new features in order to limit the potential negative impact and gauge the user engagement with new product features.
A software development technique for mobile apps where the behavior or features of an app can be changed remotely without having to publish an app update.
A metric for website performance calculated by dividing the total revenue by the total number of visitors to your website.
The path taken by a potential customer through a website or app as they move towards becoming a customer.
A digital marketing strategy used to increase the visibility of a website in search engine results pages, especially with regards to paid advertising.
The art and science of getting pages to rank higher in search engines such as Google and Bing.
The process of dividing your visitors to your website based on a specific criteria, such as demographics or user behavior.
A form of experimentation where unlike in client-side testing, the variations of a test are rendered directly on the web server before it is delivered to the client.
When a potential customer starts a check out process for an online order but drops out of the process before completing the purchase.
Evidence that a product or service is popular with a large number of people.
A strategy for conducting controlled, randomized experiments with the goal of improving a conversion metric on a website or mobile app.
A landing page which is specifically designed to 'squeeze' e-mail addresses out of visitors and prospects.
The likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
A software development practice in which new code changes are tested on live user traffic rather than in a staging environment.
A strategy where engineers merge smaller changes more frequently into the main codebase and work off the trunk copy rather than work on long-lived feature branches.
A statistics term used to refer to an error that is made in testing when a conclusive winner is declared although the test is actually inconclusive.
A statistics term used to refer to a testing error that is made when no conclusive winner is declared between a control and a variation when there actually should be one.
The competitive differentiators that a business has over its competitors.
A method of evaluating a website or app’s readiness for release by testing it with real users who are part of your target audience.
The path taken by a prototypical user on a website or app to complete a task.
A diagram of the entire user experience, starting with initial contact or discovery, and continuing through the process of engagement into long-term loyalty and advocacy.
The essence of the value that your product or service provides to the customer.
A standard measure of ad viewability defined by the IAB to be an ad which appears at least 50% on screen for more than one second.
The measurement and analysis of data to inform an understanding of user behavior across web pages.
The process of using controlled experimentation to improve a website's ability to drive business goals.
The process of creating customized experiences for visitors to a website.
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