Key A/B testing concepts explained

Click-through rate (CTR) is a digital marketing metric used to measure ad performance in terms of the number of clicks received on the campaign against the number of views (impressions).

Click-to-call streamlines the process of initiating a VoIP call directly from your website or app. It eliminates the need for users to disrupt their browsing flow by manually entering a phone number.

Clickbait refers to the advertising/marketing tactic of writing sensationalized headlines, images, or captions to grab a user’s attention and encourage clicks on a piece of content.

Clickmaps serve as a great way to perform qualitative analysis and understand user behavior at a granular level. Analyzing these maps tells you the number of clicks on each of your website elements. They inform you about how users browse your website, what elements they interact with the most, and what causes friction in their journey.

Clickstream refers to the record of user interactions with a website or digital platform, detailing the sequence of pages visited, actions taken, and the time spent on each page.

Client-side testing is the experimentation process of rendering variations at the browser level.

Cloaking is an unethical SEO technique where the content displayed to users is different compared to the information presented to the search engine crawlers i.e. spiders or bots to improve rankings.

A code editor is a text editor with features that specifically help write a programming language for a computer program.

A confidence interval is the degree of uncertainty in a particular metric of interest, typically an average. It tells you how confident you can be that the experiment's estimated metrics reflect what you would expect to find if it were possible to obtain data of the entire population instead of a limited sample.

A confidence level is a measure of the likelihood that a hypothesis or prediction is accurate. It is often expressed as a percentage.

Content delivery is the process of sharing, publishing, and promoting content to the target audience through various channels and media formats.

A content hub can be defined as a centralized repository with a collection of pages that provide information related to a common topic.

Content intelligence is the process of combining various software with the capabilities of machine learning and artificial intelligence (AI) to conduct market research and gain insights into the effectiveness of certain types of content.

A content management system, also known as CMS, is a software application that enables users to create, manage, modify, and publish digital content such as web pages, blog posts, etc. on a website without the need for specialized technical and coding knowledge.

Content marketing is the process of planning, creating, sharing, and publishing high-quality content for the sole purpose of reaching the target audience - new and existing.

A ‘control’ in A/B testing or Split testing refers to a page of a website or version of an app screen that you compare to other variants to identify areas that may be changed to boost conversions or other metrics.

Conversion is the action that marketers want a website visitor to take. Newsletter sign-ups, account registrations, and product inquiries are generally considered as micro-conversions. A monetary transaction is generally considered as a macro-conversion.

A conversion funnel also referred to as a “sales funnel”, is used to describe the route taken by a visitor to become a customer. It explains the different stages of the journey that the customer takes from becoming aware of a brand to making a final purchase.

Conversion rate is a business metric that represents the percentage of users who take the desired action such as making a purchase from your site or signing up for your newsletter.

Conversion rate optimization is the practice of continually improving a website’s ability to affect conversions.

Cookies are one or more little pieces of information from a website that are preserved in a web browser that can be retrieved by the website at a later time. Cookies are used to inform a server that a user has returned to a specific web page. When visitors return to a website, a cookie remembers their preferences and allows the site to offer customized settings and content.

The cost per acquisition, or CPA, is a vital marketing metric that calculates the total costs of a user taking a certain action that concludes in a conversion.

Cost per click (CPC) is a digital marketing statistic that establishes the price that advertisers must pay for the clicks that their advertisements receive when they are shown on websites or social media platforms like Facebook ads, Google ads, and others.

A crawler sometimes referred to as a “bot” or “spider,” is a computer program that search engines employ to automatically explore web pages and links to gather information for indexing.

Cross-domain tracking in the context of Google Analytics refers to the monitoring of website visitor activity across two or more domains. It enables you to see sessions from related websites as a single session rather than two distinct ones.

Cross-selling is a growth technique that involves recommending related items to go well with a customer’s purchase to increase the sale.

Custom conversion is a goal type that allows users to track custom events that are not triggered by clicks/page visits. This goal type will trigger a javascript code snippet when the condition is fulfilled.

A Customer Data Platform (CDP) is a type of database software that builds permanent, consolidated records of all of your customers, their characteristics, and their data.

Customer journey management is the process of utilizing technological advancements and behavioural orientation to enhance the customer experience. It aims to reduce consumer effort on various channels and platforms, creating a smooth experience each time a user engages with your business.

Customer journey mapping is the method of producing a visual narrative of your consumers' experiences with your company.

Date-range filters is the ability to filter a report for a specific date range. For example, view a Goal’s conversion report when a marketing campaign was live for a week on the website.

Digital customer experience or DCX refers to every digital interaction a customer has with a brand. The activities might include conducting an online search to understand your product, looking at customer reviews on the online marketplace, requesting customer support or self-service portal assistance, or interacting with your mobile app.

A digital experience platform (DXP) is a centralized digital portal that enables a brand to develop and deliver personalized and unique content experiences for consumers across a variety of digital environments with the help of data and artificial intelligence.

A digital marketer produces new leads, increases brand recognition, and promotes products and services through numerous digital channels, such as social media, emails, blogs, and online adverts. Digital marketers build, execute, and enhance a company's overall digital strategy.

Directional cues are visual elements of a website that are used to direct visitors’ attention to a specific area on the website (a CTA or an information box).