A/B testing – A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.
above the fold – The section of a Web page that is visible without scrolling.
call to action (CTA) – The part of a marketing message that attempts to persuade a person to perform a desired action.
click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.
conversion rate – The percentage of visitors who take a desired action.
core web vitals – A set of web page performance and user experience metrics that Google calculates based on real world usage data.
cost per action (CPA) – Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
CRO (Conversion Rate Optimization) – The process of increasing the percentage of people who take a desired action on a website.
lead magnet – A specific deliverable that is offered to prospects in return for contact information, typically to join an email list.
multivariate testing – A method in marketing research where multiple variables in a control scenario are simultaneously changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.
navigation – That which facilitates movement from one Web page to another Web page.
session replay – A reproduction of a visitor’s view of, and interactions with, a website or app.
