A
Analysis of Variance (ANOVA) in Marketing Research
What is ANOVA? Analysis of Variance (ANOVA) is a statistical technique that helps marketers and businesses determine whether differences between
Average Order Value (AOV)
Definition Average Order Value (AOV) is a key eCommerce metric that tracks the average amount spent per transaction on a
A/B Testing
A/B testing, also known as split testing, is a conversion rate optimization (CRO) technique used to compare two variations of
Adaptive Content
Definition Adaptive content is a dynamic content strategy that tailors digital experiences to individual users based on their preferences, behaviors,
B
Behavioral Segmentation
Behavioral segmentation is a data-driven marketing strategy that categorizes customers based on their actions, purchasing habits, and engagement patterns rather than just demographics. By analyzing
Browser Compatibility
Browser compatibility refers to a website’s or web application’s ability to function correctly and consistently across different web browsers. Since users access the internet through
Behavioral Targeting
Definition Behavioral targeting is a data-driven digital marketing strategy that analyzes user actions, preferences, and online behavior to deliver personalized ads, content, and offers. By
Banners
A banner is a digital or printed advertising format designed to capture attention and promote a brand, product, or message. In online marketing, banners are
Branching Logic Surveys
Definition Branching logic surveys use conditional pathways to dynamically adjust the flow of questions based on a respondent’s answers. Instead of presenting the same static
Baseline Conversion
Definition In Conversion Rate Optimization (CRO), baseline conversion refers to the initial conversion rate of a website or digital platform before any optimization efforts are
C
Conjoint Analysis
What is Conjoint Analysis? Conjoint analysis is a quantitative research method used to assess how consumers prioritize different product or service attributes when making purchasing
Customer Experience Management (CXM)
Introduction to Customer Experience Management (CXM) Customer Experience Management (CXM) is a holistic approach that focuses on enhancing every customer interaction to build stronger relationships
Cohort Retention Rate
Cohort retention rate is a key metric that tracks the percentage of customers who remain engaged with a business over a defined period, providing valuable
Captive Product Pricing
What Is Captive Product Pricing? Captive product pricing is a strategic pricing model where companies set lower prices for a primary product while charging premium
Customer Segmentation
Definition Customer segmentation is the process of dividing a broad customer base into smaller, more targeted groups based on shared characteristics, behaviors, or purchasing patterns.
Conversion Rate Optimization (CRO)
What is CRO? Conversion Rate Optimization (CRO) is a data-driven marketing strategy focused on improving a website’s ability to convert visitors into customers, subscribers, or
Conversion
In digital marketing, a conversion occurs when a website visitor takes a desired action that benefits the business, such as making a purchase, signing up
Cost per Acquisition (CPA)
Cost Per Acquisition (CPA) is a key performance metric in digital marketing that calculates the average cost of acquiring a new customer or conversion. It
Customer Empathy
Customer Empathy Definition Customer empathy is the ability to deeply understand and connect with customers’ emotions, needs, and pain points, allowing businesses to tailor their
Conversion Rate
Do you need more clarity over your eCommerce?Get your conversion rate analysed by the: Audience Traffic sources Behavior
Cost per Thousand Impressions (CPM)
breaks down the CPM formula, explores its advantages compared to other metrics, and reveals the key factors that can impact CPM rates.
CRO Test
What Is a CRO Test A CRO test (Conversion Rate Optimization test) is a data-driven experimentation process used to identify and implement changes that improve
Churn Rate
What is the Churn Rate? Churn rate is a key metric that measures the percentage of customers who stop doing business with a company over
Cart Page
Definition A cart page is a crucial part of an eCommerce website, serving as a digital shopping cart where users can review, modify, and organize
Cohort Analysis
Understand the significance, benefits, and potential of the cohort analysis. Discover how to apply it in and improve Customer Retention.
Cookie Segmentation
Definition Cookie segmentation is a data-driven marketing technique that categorizes website visitors into specific user groups based on the information stored in their browser cookies.
Control Page
Definition A control page is the original, unaltered version of a webpage or app used as a benchmark in A/B testing to measure the effectiveness
Click Map
Definition A click map is a type of website heatmap that visually represents where users click or tap on a webpage, providing insights into engagement
D
Demographic Segmentation
What is Demographic Segmentation? Demographic segmentation is a market research strategy that categorizes a broad audience into distinct consumer groups based on measurable attributes such
Dynamic Content
Dynamic content refers to web elements that change in real time based on a user’s behavior, preferences, demographics, or past interactions. Unlike static content, which
E
CRO Experiment
Understand what an Experiment means in Conversion Rate Optimization and discover 7 Different CRO Experiment Examples and Ideas.
Exit Popup
Get a better understanding of exit-intent popus. Discover best-practices in creating them and effective strategies to applying them.
Exit Intent Technology
Delve deep into the mechanics of exit intent technology, its benefits, and how to effectively leverage it to increase conversions.
F
Funnel Testing
Definition Funnel testing is a conversion optimization strategy that evaluates the performance of multiple interconnected pages within a sales funnel rather than just a single
Form Testing
Definition Form testing is the process of analyzing and optimizing online forms to improve usability, data quality, and conversion rates. By systematically testing elements such
G
H
Heuristic Evaluation (CRO)
What is Heuristic Evaluation? Heuristic evaluation in Conversion Rate Optimization (CRO) is a usability inspection method where experts assess a website’s user interface (UI) and
Heat Map
A heat map is a visual data representation tool that uses color gradients to illustrate how users interact with a website. By tracking mouse movements,
Hypothesis (CRO)
Definition In Conversion Rate Optimization (CRO), a hypothesis is a structured, data-driven statement that predicts the potential impact of a website change on user behavior
Hero Image
Definition A hero image is the prominent visual element at the top of a webpage, designed to capture attention, communicate a brand’s core message, and
I
Interstitial
Definition In web and mobile experiences, an interstitial is a full-screen element—such as a pop-up, overlay, or standalone page—that appears between two pieces of content,
L
Landing Page Optimization
What is a Landing Page? Landing Page Optimization (LPO) is the process of enhancing a landing page’s design, content, and user experience to maximize conversions
M
Margin of Error
What is the Margin of Error? The margin of error is a statistical measure that quantifies the uncertainty or potential variation in survey or experiment
Multivariate Testing (MVT)
What is Multivariate Testing (aka MVT)? Multivariate Testing (MVT) is an advanced experimentation method used to analyze how different combinations of webpage elements interact to
N
Null Hypothesis
Definition The null hypothesis (H₀) is a fundamental concept in statistics and A/B testing, representing the assumption that no significant difference or effect exists between
O
Organic Traffic
Organic traffic refers to website visitors who arrive via unpaid search engine results, making it one of the most valuable and sustainable sources of online
Online Survey Tools
What Are Online Survey Tools? Organic traffic refers to website visitors who arrive via unpaid search engine results, making it one of the most valuable
P
Product Recommendation Engine
A product recommendation engine is an AI-driven system that analyzes user behavior, browsing history, and purchase patterns to suggest relevant products on eCommerce platforms. These
Product Cannibalization
Product Cannibalization Definition Product cannibalization occurs when a company’s new product or service unintentionally competes with and diminishes sales of an existing offering, potentially impacting
Product Page
Definition A product page in eCommerce is a dedicated webpage designed to provide detailed information about a specific product, including its features, specifications, pricing, manufacturer
Popup Banner
Definition A popup banner is an interactive overlay that appears in the foreground of a website, designed to capture user attention and drive specific actions.
R
Representative Sample
What is a Representative Sample? A representative sample is a carefully selected subset of a population that preserves the key characteristics and proportional diversity of
Regression Analysis
Regression analysis is a statistical method used to examine the relationship between one or more independent variables and a dependent variable, enabling businesses to make
Revenue Per Visitor (RPV)
Revenue Per Visitor (RPV) is a key performance metric that measures the average revenue generated per website visitor, offering a more comprehensive view of business
S
Sampling Error
What Is a Sampling Error? A representative sample is a statistically valid subset of a population that maintains the same key characteristics—such as demographics, behaviors,
Stratified Sampling
What is Stratified Random Sampling? Stratified sampling is a structured sampling technique that enhances representation and accuracy by dividing a population into distinct subgroups, or
Systematic Random Sampling
Systematic random sampling is a structured probability sampling method that ensures unbiased and evenly distributed sample selection from a larger population. By selecting every k-th
Statistical Power Analysis in A/B Testing
In A/B testing, ensuring that your results are statistically reliable is just as important as achieving statistical significance. Statistical Power Analysis plays a key role
Split Testing
Split Testing Definition Split testing, also known as Split URL Testing, is a conversion optimization technique that involves randomly distributing website traffic between two or
Sales Funnel
A sales funnel is a graphic representation of the sales stages a customer goes through when buying a product.
What is a Sample Size? Definition, Examples & Formula
Sample size refers to the number of observations or data points selected from a population for a study, directly impacting the accuracy, reliability, and generalizability
Shopping Cart Abandonment
Definition Shopping cart abandonment occurs when online shoppers add products to their cart but leave the website before completing the purchase. This issue is a
Session Recording
Definition Session recording is a behavioral analytics tool that captures and replays real user interactions on a website, providing qualitative insights into browsing patterns, engagement
Scroll Map
Definition A scroll map is a visual analytics tool that tracks how far visitors scroll down a webpage, providing insights into user engagement and content
T
Tracking Code
A tracking code is a small snippet of JavaScript embedded into a website or application that collects and analyzes user behavior, traffic sources, and interactions.
Thank You Page
A Thank You Page is more than just a confirmation message—it’s a powerful engagement tool that enhances customer experience, nurtures relationships, and encourages further interaction.
Trust Badge
Definition A trust badge, also known as a trust seal or security seal, is a visual indicator placed on a website to reinforce credibility and
Traffic Segmentation
Definition Traffic segmentation is a data-driven marketing strategy that categorizes website visitors into distinct groups based on specific characteristics, such as traffic source, behavior, demographics,
Test Duration
Definition Test duration in A/B testing refers to the optimal timeframe required to run an experiment long enough to achieve statistically significant results. Determining the
U
User Testing
User testing is a research-driven evaluation process where real users interact with a website, app, product, or service to assess its usability, functionality, and overall
UVP (Unique Value Proposition)
A Unique Value Proposition (UVP) is a clear and compelling statement that communicates the distinct benefits of a product or service, explaining how it solves
Unique Visitors
Unique visitors defines one of the most common KPIs of all kinds of websites.
UTM Links
Definition UTM links (Urchin Tracking Module) are customized URLs with attached tracking parameters that help businesses analyze and measure traffic sources, campaign effectiveness, and user
User Intent
Definition User intent is the underlying goal or purpose behind a user’s search query, reflecting what they hope to achieve when interacting with a search
CRO Uplift
Definition CRO uplift refers to the measurable improvement in a website’s conversion rate resulting from optimization efforts such as A/B testing, UX enhancements, or data-driven
V
Value Based Bidding (VBB)
In the ever-evolving world of digital advertising, Value-Based Bidding (VBB) is an advanced strategy that optimizes bids based on the long-term value of a customer,
Variation
Definition A variation is an altered version of a webpage or specific webpage element, typically used in A/B testing to measure its impact on user
W
Website Feedback Survey
A website feedback survey is an interactive data collection tool that enables businesses to gather qualitative insights directly from website visitors. By presenting users with
Weather Targeting
Weather targeting is a data-driven marketing strategy that segments consumers based on real-time weather conditions or historical climate patterns to deliver personalized promotions, messaging, and
Website Personalization
Definition Website personalization is the process of dynamically customizing content, layout, and user experience based on individual visitor preferences, behaviors, and real-time interactions. By leveraging
