CRO Terminology Guide
Master the essential terms and concepts in conversion rate optimization.
A/B Testing
TestingDefinition:
A method of comparing two versions of a webpage or app against each other to determine which one performs better.
Example:
Testing a landing page with two different headlines to see which generates more sign-ups.
Conversion Rate
AnalyticsDefinition:
The percentage of visitors who complete a desired action out of the total number of visitors.
Example:
If 100 people visit your site and 5 make a purchase, your conversion rate is 5%.
Statistical Significance
TestingDefinition:
A measure of whether test results are likely due to an actual difference rather than random chance.
Example:
A test with 95% statistical significance means there's only a 5% chance the results are due to random variation.
Heatmap
AnalyticsDefinition:
A visual representation of user behavior on a webpage, showing where users click, move, and scroll.
Example:
A heatmap might reveal that users are clicking on an element that isn't actually clickable, indicating a UX issue.
Bounce Rate
AnalyticsDefinition:
The percentage of visitors who navigate away from the site after viewing only one page.
Example:
A high bounce rate on a landing page might indicate that the content doesn't match visitor expectations.
Call to Action (CTA)
UXDefinition:
A prompt on a website that tells the user to take a specific action, such as 'Buy Now' or 'Sign Up'.
Example:
A brightly colored button with the text 'Start Your Free Trial' is a call to action.
Multivariate Testing
TestingDefinition:
A technique for testing multiple variations of multiple elements simultaneously to determine the optimal combination.
Example:
Testing different combinations of headlines, images, and button colors all at once.
User Journey
UXDefinition:
The path a user takes through a website or application to achieve a goal.
Example:
The sequence of pages a user visits from landing on the homepage to completing a purchase.
Funnel Analysis
AnalyticsDefinition:
Analyzing the steps users take toward conversion and where they drop off.
Example:
Examining how many users progress from product page to cart to checkout to purchase.
Value Proposition
UXDefinition:
A statement that explains how your product solves customers' problems, what benefits it delivers, and why customers should buy from you.
Example:
Spotify's value proposition: 'Millions of songs, free on your phone.'
Session Recording
AnalyticsDefinition:
A video-like replay of a user's interactions with a website or app.
Example:
Watching a recording of how a user navigated through your checkout process to identify friction points.
Micro-conversion
AnalyticsDefinition:
Small actions that users take that indicate progress toward a primary conversion goal.
Example:
Signing up for a newsletter before eventually making a purchase.
Above the Fold
UXDefinition:
The portion of a webpage that is visible without scrolling.
Example:
Placing key messaging and CTAs above the fold to ensure they're seen immediately.
Cognitive Load
UXDefinition:
The mental effort required to use a website or complete a task.
Example:
A complex checkout form with many fields creates high cognitive load and may reduce conversions.
Control Group
TestingDefinition:
In A/B testing, the original version of a page or element that serves as a benchmark for comparison.
Example:
The existing homepage design is the control group when testing a new layout.
Related Resources
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