Optimization Glossary
The optimization space is full of acronyms and jargon, and Optipedia is here to help. Our optimization glossary is a dictionary of the terminology most commonly used by optimization professionals.
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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/A Testing
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.
Read full definitionA/B Testing
A method of comparing two versions of a webpage or mobile app experience against each other to determine which performs best.
Read full definitionA/B/N Testing
A method of comparing multiple versions of webpage or mobile app against each other to determine which performs best.
Read full definitionAbove The Fold
The top most portion of a webpage that is visible without users having to scroll.
Read full definitionAd Viewability
The concept of how visible ads on a website or mobile app are to users.
Read full definitionApp Personalization
The process of building a mobile application to meet the needs of specific audiences.
Read full definitionAverage Order Value
The average dollar amount spent each time a customer places an order on a website or mobile app.
Read full definitionBelow The Fold
The portion of a webpage that is not immediately visible when the page loads, that users must scroll to see.
Read full definitionBucket Testing
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.
Read full definitionCall To Action
A call to action or CTA is a prompt on a website that tells the user to take some specified action.
Read full definitionClick-Through Rate
The percentage of people that click on an element that they have been exposed to.
Read full definitionContent Management System
An application that allows multiple contributors to create, edit and publish web content.
Read full definitionConversion Rate
The number of conversions on a webpage or app divided by the total number of visitors.
Read full definitionConversion Rate Optimization
The process of increasing the percentage of conversions from a website or mobile app.
Read full definitionDecision Fatigue
When the mind becomes fatigued after a sustained period of decision making, such as when faced with too many options on a website.
Read full definitionExperience Optimization
The process of providing your customers with the best possible experience across all touchpoints through analytics, user research, A/B testing, and personalization.
Read full definitionGrowth Hacking
The use of resource-light and cost effective marketing tactics to help grow and retain an active user base, sell products and gain exposure.
Read full definitionHeadline Testing
The process of developing multiple title variations for an article or piece of online media to determine which one performs the best.
Read full definitionHeatmap
A graphical representation of data such as clicks and scrolls that uses a system of color-coding to represent different values.
Read full definitionHero Image
An oversized image or video at the top of a website, often extending full-width and featuing a CTA and/or value proposition.
Read full definitionInbound Marketing
A marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects.
Read full definitionInformation Scent
Visual and textual cues that provide website vistors with hints on what information a site contains.
Read full definitioniOS A/B Testing
The process of running a controlled experiment comparing one or more versions of an iOS app against the original to improve certain metrics.
Read full definitionLanding Page Optimization
The process of improving elements on a landing page to increase conversions.
Read full definitionLead Generation
The process of generating consumer interest for a product or service with the goal of turning that interest into a sale.
Read full definitionLifetime Value
An estimate of the average revenue that your customers will generate throughout their lifespan as a customer.
Read full definitionMarketing Automation
The replacement of repetitive manual marketing processes and tasks with solutions that are automated, especially in regards to e-mail marketing.
Read full definitionMarketing Technology Stack
A grouping of technologies that marketers leverage to conduct and improve their marketing activities.
Read full definitionMobile App A/B Testing
The practice of using A/B testing to test different experiences within mobile apps.
Read full definitionMultivariate Testing
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.
Read full definitionOnline Marketing
The strategy for leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers.
Read full definitionRevenue Per Visitor
A metric for website performance calculated by dividing the total revenue by the total number of visitors to your website.
Read full definitionSales Funnel
The path taken by a potential customer through a website or app as they move towards becoming a customer.
Read full definitionSearch Engine Marketing
A digital marketing strategy used to increase the visibility of a website in search engine results pages, especially with regards to paid advertising.
Read full definitionSearch Engine Optimization
The art and science of getting pages to rank higher in search engines such as Google and Bing.
Read full definitionShopping 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.
Read full definitionSocial Proof
Evidence that a product or service is popular with a large number of people.
Read full definitionSplit Testing
A strategy for conducting controlled, randomized experiments with the goal of improving a conversion metric on a website or mobile app.
Read full definitionSqueeze Page
A landing page which is specifically designed to 'squeeze' e-mail addresses out of visitors and prospects.
Read full definitionStatistical Significance
The likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
Read full definitionType 1 Error
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.
Read full definitionType 2 Error
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.
Read full definitionUnique Selling Point
The competitive differentiators that a business has over its competitors.
Read full definitionUsability Testing
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.
Read full definitionUser Flow
The path taken by a prototypical user on a website or app to complete a task.
Read full definitionValue Proposition
The essence of the value that your product or service provides to the customer.
Read full definitionViewable Impression
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.
Read full definitionVisitor Segmentation
The process of dividing your visitors to your website based on a specific criteria, such as demographics or user behavior.
Read full definitionWeb Analytics
The measurement and analysis of data to inform an understanding of user behavior across web pages.
Read full definitionWebsite Optimization
The process of using controlled experimentation to improve a website's ability to drive business goals.
Read full definitionWebsite Personalization
The process of creating customized experiences for visitors to a website.
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