CRO and website glossary

A

• A/B testing

  A/B testing (also called split testing) is a way of comparing two versions of a web page, form or button by showing each one to a different group of visitors at the same time. The …

B

• Bounce rate

  Bounce rate is the percentage of visits to a website where the visitor leaves without meaningfully engaging. In Google Analytics 4, a bounce is any session that is not an "engaged …

C

• Conversion funnel

  A conversion funnel is the series of steps a visitor takes on the way to becoming a customer, from first arriving on your website to sending an enquiry, booking or buying. It is ca…

• Conversion rate

  Conversion rate is the percentage of website visitors who take a specific action you want them to take, such as sending an enquiry, booking an appointment or making a purchase. It …

H

• Heatmap

  A heatmap is a visual report that shows how visitors interact with a web page, using colour to show activity. Warm colours (red and orange) mark areas that get lots of clicks, taps…

S

• Statistical significance

  Statistical significance is a measure of how likely it is that a result, such as one version of a page getting more enquiries than another, reflects a real difference rather than r…

U

• User testing

  User testing (also called usability testing) is the practice of watching real people try to complete tasks on your website, such as finding a price or booking an appointment, so yo…

• UTM parameters

  UTM parameters (or UTM codes) are short tags added to the end of a link that tell analytics tools like Google Analytics 4 and HubSpot exactly where a visitor came from, such as a s…