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 …

• Conversion rate optimisation (CRO)

  Conversion rate optimisation (CRO) is the process of getting more of the people who already visit your website to take a valuable action, such as calling, booking, buying or sendin…

• Customer acquisition cost (CAC)

  Customer acquisition cost (CAC) is the total amount a business spends on sales and marketing to win one new customer. It tells you whether your growth is affordable, and it is one …

• Customer journey

  A customer journey is the full set of steps and touchpoints a person goes through from first becoming aware of your business to becoming a customer, and often beyond. On a website,…

L

• Lead magnet

  A lead magnet is something genuinely useful that you offer for free in exchange for a visitor's contact details. Examples include a checklist, price guide, template, assessment or …