A/B Testing (also called Split Testing)

A comparison of two versions of a webpage where one or more elements will be measured to see is more
effective for getting site visitors to take action.
Above the Fold
Refers to the space a site visitor sees on a website before they have to scroll.
Bounce Rate
The measurement of the number of site visitors who immediately leave the website once they land on it. This
is displayed as a percentage. The lower the number, the better.
Call-To-Action (commonly refer to as CTA)
A primary button or link that requests the visitor take a specific action. Buy now, register, and download are
examples of call-to-actions.
Conversion Funnel
A series of steps visitors need to take to complete a specific goal. A product sales conversion funnel may
look something like: Visit homepage > Product page > Add to Cart > Make Payment > Thank you page.
Conversion Rate
The total number of conversions (completed goals) divided by the total number of site visitors.
Conversion Rate Optimization
A structured and deliberate approach to improved the effectiveness of a website.
Conversions
A conversion occurs when a site visitor takes a specific action that meets the goal of the website. Examples
include: adding a product to the cart, downloading a report, registering for an event or subscribing to a e-
newsletter.
Exit Rate
Refers to the number of site visitors who leave any specific webpage regardless of other pages they have
visited on the site.
Heatmap
A visual representation of how site visitors interact with a given webpage. Heatmaps display where visitors
click on a webpage.
Landing Page
A webpage dedicated to a specific topic and typically includes a strong call-to-action. Different landing pages
are often created for specific campaigns.
Multivariate Testing (MVT)
The process of testing multiple changes on a webpage simultaneously. Removes the need for numerous A/B
testing, however, it does require more site traffic to produce significant results