Key A/B testing concepts explained

Do not track is a browser setting that communicates to websites that visitor’s internet usage should not be tracked by analytics tools, although many websites might still collect some data to improve security, serve relevant ads, and so on.

The drop-off rate is the percentage of visitors who visit the website and enter the conversion process (the funnel) but do not proceed further or take the desired action.

Dynamic content refers to any digital or online content that transforms in response to a user's actions, choices, and interests.

The dynamic heatmap is a behavior analytics tool to collect relevant customer interaction data on digital properties. The dynamic heatmap works on the live website and maps user behavior on intuitive elements like menu bars.

Element list is a report type under website heatmaps that shows the list of elements on a page sorted by its relative importance in terms of clicks it has received.

Businesses use email marketing as a tactic to send out promotional emails to their prospects. Email marketing helps disseminate promotional offers, cultivate leads, and boost the effectiveness of content marketing initiatives.

Engagement ratio measures users’ interactions, encompassing activities like scrolling, clicking, typing, zooming in, and more on a website. A high engagement score signals high user attention, leading to positive user experiences and increased conversion rates. Zeroing in on customer feedback and creating customer-focused content can help improve the engagement ratio on a website.

Enterprise commerce refers to companies that have a wide range of goods and services, may operate globally, and frequently generate enormous annual sales.

Exit pop-up is a pop-up that is displayed on the screens of website visitors as soon as they show an intent to leave the website.

An exit survey is a method to take qualitative and quantitative feedback from customers when they are about to exit the brand touchpoint. The touchpoint could be a retail or a digital store.

Experience analytics is a process of collecting, analyzing, and measuring user interactions with digital products and services to understand and improve the user experience.

Experience management is a process of monitoring, measuring, analyzing, and improving interactions that various stakeholders have with the business. These stakeholders can be individuals who are employees, customers, suppliers, vendors, etc.

Experience optimization is the process of strengthening vulnerable areas in the customer experience in an attempt to enhance brand impression and loyalty. It is an ongoing practice of leveraging data to enhance all of your interactions with customers.

Experiential marketing is a type of marketing that actively involves consumers and invites them to take part in a brand experience to build strong emotional bonds between them and the brand.

Eye flow is the natural path that eyes take to go through content. Eye flow tracking helps create visual cues to guide the end-user through the content and take action.

The false positive rate (FPR) is a critical metric that reveals how frequently a phenomenon is mistakenly identified as statistically significant when it's not. This measure is vital as it indicates the reliability of a test or outcome.

A feature branch is a separate branch in a version control system (such as Git) created to develop a specific feature or functionality.

A feature flag is a method for altering a portion of software's capability without modifying and redistributing its original code, allowing for the quick and secure introduction of new functions.

Feature rollout is a methodical and strategic release of a new feature to a product, such as an app. The objective is to reduce the risk of errors, hotfixes, and negative impacts on the user experience.

Feature testing is the process used to test several iterations of the feature to find the most successful version that offers the greatest user experience.

Feature toggles are a technique in software development that enables teams to turn features on and off without deploying new code. This allows for continuous delivery and enables teams to quickly test and validate new features without impacting the end-user experience. By using feature toggles, you can increase the speed of delivery, reduce risk, and increase agility in your organization's development process.

Field level statistics is that part of a form analytics report that provides insights on the performance of individual fields in terms of time spent, refills, ignores, etc.

Form Analytics is a research capability that helps assess the performance of forms on a webpage.

Form testing is a procedure used to evaluate the quality of an online form to check its functionality and efficacy and boost conversion rates.

Friction is caused by elements of a website that confuse or distract visitors, resulting in a loss of conversions. Friction-causing website elements can be complex navigation links, cluttered boxes, CTAs with a lack of visual contrast, etc.

A conversion funnel is a marketing model that illustrates all steps taken by a customer towards purchasing a product from a website.

Funnel testing is a method to test various iterations of a website or landing page to see which converts visitors into buyers most effectively.

Gamification is the practice of introducing game-style offers to potential/existing customers. The idea is to encourage them to complete more transactions — in a fun and engaging way. Loyalty program is an example of a gamification strategy.

GDPR is an important regulation that safeguards the usage of Personal Identifiable Information (PII) to protect the privacy of European website visitors' personal information.

Geo-fencing is the practice of targeting users based on their location. It involves using GPS/map technology to create a virtual boundary around a physical location and sending targeted messages to users when they enter the area.

Geo-targeting is a form of marketing that enables businesses to concentrate on customers based on demographics and behavioral patterns in addition to a specific geographical area.

Growth hacking is an experimental approach to finding the most effective strategies to grow a business.

Guardrail metrics are the business metrics that you don't want to see negatively impacted while conducting experiments like A/B tests.

Headline testing is the practice of creating multiple versions of titles for an article or piece of online media so that they may be tested on various audience groups to see which one performs the best.

A heatmap is a visual depiction of data that shows how users interact with a website, showing where they click or don’t, for example. They are crucial in determining what functions well or incorrectly on a web page.