Key A/B testing concepts explained

A hero image is a large, attention-grabbing picture with text typically shown in the above-the-fold area of the webpage, directly beneath the website header.

Hesitation time is a field-level stat in a form analytics report that shows the time spent by the visitor on the field when they were not actively filling it up.

Hyper-Personalization is a kind of user-level personalization algorithm that focuses on treating every customer as an individual and tailoring the content served to them accordingly.

A hypothesis is an idea derived from observing the behavior patterns of visitors in an attempt to improve their experience on the website. The hypothesis is then tested to prove or disprove it by understanding the impact on goals associated with it.

Impressions are a popular metric used by digital marketers to assess how frequently their advertisements were shown to their target demographic.

Inbound marketing is an effective strategy for producing excellent content that meets the demands of your target markets and fosters enduring relationships with customers.

Information scent refers to the cues or signs that assist users in determining the relevance and value of information while navigating through websites or applications.

Interruption is a practice of providing attention-grabbing content to website visitors that purposely breaks their usual website navigation experience. Exit pop-ups can be considered as a form of interruption.

Inverse metrics are considered better when their values decrease. A reduction in their value is seen as an indicator of improvement in the overall visitor experience on a website. For instance, a lower bounce rate suggests higher visitor engagement, and a lower form abandonment rate signifies smoother visitor interactions with webforms.

JS variable is a targeting condition that evaluates a custom criteria using javascript variables defined on a page.

A landing page is a web page created to encourage visitors to perform a certain activity.

Landing page optimization is the process that involves assessing landing pages, making adjustments, and testing the results to enhance user experience and eventually boost conversions.

Latent conversion refers to the delayed or indirect conversion actions that occur as a result of previous interactions, engagements, or exposures to a brand, product, or service.

Lead generation is the process of drawing in visitors and turning them into potential clients.

A lead is someone who has expressed interest in the goods or services offered by your business and has given you some basic information that would indicate that they are considering doing business with you.

Lifetime Value (LTV) refers to the total net profit accumulated from a customer throughout their association with a business. This metric takes into account all purchases, repeat transactions, referrals, and any other interactions that contribute to revenue generation.

Link building is obtaining links from other websites to certain pages on your website to increase the "authority" of those pages.

Live chat is a real-time chat-based customer support service that websites provide to their visitors.

Long tail keywords are search queries made of more than three words. These keywords have low search volumes but are less competitive than head keywords. They bring website traffic by targeting niche audiences with specific search intents.

Meta tags are a part of a website’s HTML code that search engines crawl and index to collect more information about that website and display content on search engine ranking pages. They influence click-through rates and audience engagement with your website.

A microsite is a small website created to promote specific business goals, like selling a product, generating leads, event registration, etc.

Mobile app A/B testing is a way to test different versions of an app to see which one works best. It is used to figure out which version of the app will make people more likely to take the desired action, or which version will have a better impact on the app's business goals.

Multi-armed bandit testing leverages machine learning algorithms and dynamically allocates traffic to versions of your webpage that are performing well at a given time to maximize your website’s output.

Both A/B and MVT use the same testing process, which involves splitting designs among several website users and identifying which website variation has the most influence on company KPIs based on how visitors engage with the variation after viewing it. But the distinction depends on what is being tested. In contrast to an A/B test, which changes and tests just one element, an MVT may modify and test many elements…

Multivariate Testing (MVT) is a derivative algorithm of traditional A/B testing that allows you to test multiple changes on the page by generating all possible combinations of these changes at different places on your webpage and testing them in parallel.

Native apps are software applications designed to work on a specific operating system or platform. They are written in programming languages only compatible with the specific operating system.

The null hypothesis is the hypothesis that the control and variation in a test are equivalent. In hypothesis testing methodology, the null hypothesis and the alternate hypothesis cover the entire set of possible outcomes.

An omnichannel marketing approach involves nurturing leads and engaging users. It ensures a positive and seamless customer experience through the integration of multiple offline (retail store, events, call centre) and online channels (website, app, social media, email, SMS, WhatsApp) while maintaining a consistent brand presence.

An on-page survey is a tool that allows you to gather feedback on a particular page of your website from visitors by conducting a survey and asking them questions about it. These surveys are usually embedded within the page for which feedback is required and are simple, straightforward, and quick to complete.

Organic traffic refers to the visitors who arrive on your website as a result of unpaid search results.

Outbound links are links to another website placed within the content on your website.

Personalization is essentially used to refer to a variety of algorithms and strategies that online businesses use to customize the experience on their websites for different segments of the audience.

Proximity is a web designing practice that directs a webmaster to group similar or related website elements together, and place unrelated or dissimilar elements apart.

Qualitative visitor research refers to a set of methodologies aimed at exploring the subjective and nuanced aspects of visitors' experiences, behaviors, and preferences.

Quantitative visitor research involves collecting and analyzing numerical data about visitor behavior, interactions, and preferences on digital platforms such as mobile apps and websites.