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Call to action (CTA)
A call to action (CTA) is a prompt that tells a website visitor what to do next, such as "Book a free consultation", "Get a quote" or "Call us now". It is usually a button or link,…
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Cognitive load
Cognitive load is the amount of mental effort a person needs to understand something and decide what to do. On a website, it is how hard a visitor has to think to work out what you…
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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,…
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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…
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Hick's law
Hick's law (also called the Hick–Hyman law) states that the more options a person is given, the longer it takes them to make a decision. On a website, every extra menu item, button…
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