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Optimization Glossary

Learn marketing terminology

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A

A/A testing
A/A testing uses A/B testing to test two identical versions of a page against each other.
A/B testing
A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better.
A/B/n Testing
A/B/n testing is a type of website testing where multiple versions of a page are compared against each other to determine which has the highest conversion rate.
Above the fold
Above the fold content is the part of a web page shown before scrolling. Any content you'd need to scroll down to see, would be considered 'below the fold'.
Account-based marketing
Account based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market.
Ad viewability
The concept of how visible ads on a website or mobile app are to users. For an ad to be considered “viewed” at least 50% of the banner must visible to the user.
Agile CMS
A style of headless content management system focused on content development, creative collaboration, decision transparency and omnichannel delivery. 
App personalization
App personalization is the process of building a mobile app with screens and experiences targeted at specific audiences.
Average order value
Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app.

B

Behavioral science
Behavioral science, also known as behavioral economics and looks at the subject of human actions.
Below the fold
The term ‘below the fold’ refers to the portion of a webpage that a user must scroll to see.
Blue-green deployment
Blue-green deployment is a software development technique which uses two production environments (blue & green) to make software deployment easier and safer.
Bounce rate
Bounce rate is the percentage of site visits that are single-page sessions, with the visitor leaving without viewing a second page.
Brand engagement
Brand engagement refers to the creation of attachments between consumers and brands.
Brand home
Brand homes, are experiential and interpretive venues designed to connect brands and consumers in order to build advocacy, foster community, and grow revenue.
Bucket testing
Bucket testing is a term used to describe the method testing two versions of a website against one another to see which one performs better.

C

Call to action
A call to action (CTA) is a prompt on a website that tells the user to take some specified action like a button or a link.
Canary testing
Canary Testing is a way to reduce risk and validate new software by releasing software to a small percentage of users.
Click-through rate
Click-through rate is calculated by simply dividing the number of people who clicked on a given element by the total number of visitors to that page.
Commerce
It encompasses everything related to the buying and selling of goods and services at both the wholesale and retail levels.
Content calendar
Learn what a content calendar is, why it's important, and how you can leverage it to better manage your marketing activities.
Content delivery
Content delivery is the channel and method a piece of content is shown to a user. Examples include, websites, APIs for apps, ad platforms or even a TV channel.
Content hub
A content hub is a curated collection of branded content on a specific topic or subject.
Content hub software
A content hub acts as a meta layer for your company's entire digital content arsenal -- past, present and future.
Content intelligence
Content intelligence is a technique which uses software and artificial intelligence to measure the impact of content and generate content strategy insights.
Content lifecycle management
Content lifecycle management is the practice of managing content from it's planning, authoring, promotion, assessing and maintaining.
Content management infrastructure
Content management infrastructure (CMI) is both a process and a platform for managing and often distributing content.
Content management system
A content management system, aka CMS, is software used to manage content, allowing multiple contributors to create, edit and publish.
Content recommendation engine
A content recommendation engine is the process and platform that decides what content to recommend to individual users.
Content repurposing
Content repurposing involves recycling, reusing, or even rescuing an existing piece of content by republishing it in a different format across varying channels.
Continuous delivery
Continuous Delivery is the software development process of getting code changes into production quickly, safely and with higher quality.
Continuous integration
Continuous Integration (CI) is a devops and software development practice where code is continuously integrated and are automatically built and tested.
Conversion
A conversion occurs when a user completes some predetermined action on your site.
Conversion rate
The conversion rate is the number of conversions divided by the total number of visitors.
Conversion rate optimization
Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from a website or mobile app.
Customer data platform
A customer data platform (CDP) is a tool that captures, stores and creates unified profiles for customers.
Customer journey management
Customer journey management is the process of optimizing the experience your customers have with your brand.
Customer journey mapping
Customer journey mapping helps you optimize every customer experience by tying together all touchpoints into a cohesive story. 

D

Decision fatigue
Decision fatigue is when the mind becomes fatigued after a sustained period of decision making.
Decoupled CMS
A decoupled CMS is a content management system, most commonly hosting a website's content, that has a seperate presentation layer from the administration layer.
Digital asset management
A DAM helps companies achieve increased value from their digital content with version control, organization tools, hosting and distributing those assets.
Digital content
Digital content refers to any type of media that is used to engage with users of their website or applications, distributed by online delivery systems. 
Digital content delivery platform
A digital distribution platform is a piece of software allowing you to distribute or deliver digital content to users.
Digital content management
Digital content management (DCM) is a set of processes allowing businesses to streamline digital content production, allocation and distribution.
Digital ecosystem
A collective of components that make up your brand's online touch points. An example of a well known digital ecosystem is an app store or website.
Digital experience platform
A digital experience platform (DXP) is a software platform that manages digital experience across a broad range of digital touchpoints.
Digital web strategy
Refers to the short-term plan a company implements to improve different elements like engagements, conversions, and revenues across digital channels.

E

Ecommerce platform
Used to manage catalogued products, register purchases and manage a users relationship with an online retailer.
Enterprise commerce
Enterprise commerce is selling that occurs on an enterprise-level. Typically, you'll see this term applied to mean enterprise-grade ecommerce software.
Experience analytics
The process you use to collect, analyze and utilize customer-specific data for improved journeys when they are buying your products or using your services. 
Experience optimization
Experience Optimization is the ongoing process of understanding your customers and providing the best possible experience for them across all touchpoints.
Experiential marketing
Experiential marketing is marketing strategy which aims to provide audiences with unique, branded experiences.
Experimentation framework
An experimentation framework is a systematic approach to testing different versions of a product or feature to determine which one performs best.

F

Feature branch
A feature branch is a copy of the main codebase where an individual or team of software developers can work on a new feature until it is complete.
Feature flags
Feature flags are a software development technique that turns certain functionality on and off during runtime, without deploying new code.
Feature management
Feature management refers to the process of developing, delivering, and optimizing new features for a product.
Feature rollout
A feature rollout is the software development process of introducing a new feature to a set of users.
Feature test
Feature testing is the software development process of testing multiple variations of a feature to determine the best user experience.
Feature toggle
A feature toggle is a mechanism that allows code to be turned “on” or “off” remotely without the need for a deploy.

G

Growth hacking
Growth hacking is the use of resource-light and cost-effective marketing tactics to help grow and retain an active user base, sell products and gain exposure.

H

Headless CMS
A headless CMS is a content management system that separates the backend content management from the frontend, presentation layer.
Headline testing
“Headline testing” refers to the process of developing multiple title variations for an article or piece of online media.
Heatmap
A heatmap is a graphical representation of data that uses a system of color-coding to represent different values.
Hero image
A hero image is a website design term used to describe an oversized banner image at the top of a website.
Hyper-personalization
Using artificial intelligence (AI) and machine learning (ML) to create a customer experience that is unique to an individual. 

I

Inbound marketing
Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in.
Information scent
Refers to visual and textual cues that provide hints on what information a site contains.
iOS A/B testing
iOS A/B testing is the process of running a controlled experiment comparing one or more variations of an iOS app against the original.

L

Landing page optimization
Landing page optimization (LPO) is the process of improving elements on a website to increase conversions.
Lead generation
Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale.
Lean hypothesis testing
Lean hypothesis testing is an approach to agile product development that’s designed to minimize risk, increase speed of development, and hone product market fit
Lifetime value
Lifetime Value or LTV is an estimate of the average revenue that a customer will generate throughout their lifespan as a customer.

M

Marketing automation
Marketing automation (MA) is a term used to describe the replacement of repetitive tasks and manual marketing processes with solutions that are automated.
Marketing strategy
Discover what marketing strategy is, why it's important and how to create a successful marketing strategy for your business or brand.
Marketing technology stack
A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities.
Mobile app A/B testing
Mobile app A/B testing is the practice of using A/B testing to test different experiences within mobile apps.
Multi-armed bandit
A multi-armed bandit solution is a more complex version of A/B testing that uses machine learning algorithms to dynamically allocate traffic to variations
Multivariate testing
Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified.
Multivariate testing vs A/B testing
Multivariate testing has many components that make up a variation using the experiment engine, whereas an A/B test has isolated variations made beforehand.

O

Omnichannel marketing
Omnichannel marketing is the practice of promoting good and services across multiple channels like search engines, social and advertising.
Online marketing
Online marketing is the practice of leveraging web-based channels to spread a message about a company’s products to its potential customers.

P

Personalization
The practice of showing content, products or other digital touch points to a specific set of users or a single user with the goal of increasing relevance.
Progressive delivery
It allows companies to release code to small portions of their traffic and improve confidence in product decisions before rolling it out to everyone.

R

Release cycle
A release cycle is the life cycle of developing, testing, and deploying a product update or a new feature into production.
Remote config
Remote config is a software development technique where the behavior or features of an app can be changed remotely without having to publish an app update.
Revenue per visitor
Revenue per visitor (RPV) is a measurement of the amount of money generated each time a customer visits your website.

S

Sales funnel
A sales funnel is a visual metaphor for the path taken by a potential customer as they move towards becoming a customer.
Search engine marketing
Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).
Search engine optimization
Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google.
Server-side testing
Server-side A/B testing is a form of experimentation where the variations of a test are rendered directly on the web server
Shopping cart abandonment
When a potential customer starts a check out process for an online order but drops out of the process before completing the purchase.
Social proof
Social proof in a marketing context is evidence that other people have purchased and found value in a product or service offered by a business.
Split testing
Split testing is a method of conducting controlled, randomized experiments with the goal of improving a website metric,
Squeeze page
A squeeze page is a landing page that is specifically designed to collect email addresses from visitors and potential customers.
Statistical significance
Statistical significance is the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
Strategic data management
Strategic data management is the process and resource that a business puts in place to collect, analyze, store and use data to achieve business goals.

T

Testing in production
Testing in production (TIP) is a software development practice in which new code changes are tested on live user traffic rather than in a staging environment.
Trunk-based development
Trunk-based development (TBD) is a software development strategy where engineers merge smaller changes more frequently into the main codebase
Type 1 error
A Type 1 error (or type I error) is a statistics term used to refer to a type of error that is made in testing when a conclusive winner is declared although the test is actually inconclusive.
Type 2 error
A type 2 error is a statistics term used to refer to a type of error that is made when no conclusive winner is declared between a control and a variation

U

Unique selling point
A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors.
Usability testing
Usability testing is a method of evaluating a website's or app’s readiness for release by testing it with real users who are part of the target audience.
User flow
User flow is the path taken by a prototypical user on a website or app to complete a task.
User journey map
A user journey map (also known as a customer journey map) is a diagram that visually illustrates the user flow through your site.

V

Value proposition
A value proposition is the essence of the value that your product or service provides to the customer. It is a promise of the benefits that you deliver.
Viewable impression
A viewable impression is a standard measure of ad viewability defined by the International Advertising Bureau (IAB) to be an ad.
Virtual event
A virtual event, also known as an online event, virtual conference or livestream, is an event that involves people interacting in an online environment.
Visitor segmentation
The process of dividing your visitors to your website, viewers of digital ads, marketing email recipients, etc. based on a specific criteria

W

Web analytics
Web analytics is the measurement and analysis of data to inform an understanding of user behavior across web pages.
Website optimization
Website optimization is the process of using controlled experimentation to improve a website’s ability to drive business goals.
Website personalization
Website Personalization is the process of creating customized experiences for visitors to a website.
What is a content marketing platform?
A content marketing platform (CMP) helps marketing teams coordinate content creation and delivery efforts across the organization. Here’s how it works. 
B2B commerce
B2B commerce (short for business-to-business electronic commerce) is the online sale of goods or services between businesses.