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CRO Glossary
This glossary, designed by Welyft experts, will give you a better understanding of key CRO terms, from A/B testing to UX and data.
Whether you're a beginner or an expert, here you'll find the definitions you need to optimize your digital performance and boost your results!
Definitions
A/B Testing
A/B(n) testing is a method that compares two or more versions of a web page, application, algorithm, banner ad, etc., to determine which performs best.
AA Test
A type of test where two groups receive the same experiment to ensure that the test system is reliable and that the differences observed are not due to chance.
Competitor UX analysis
Study of competitors' strategies, strengths and weaknesses in the context of CRO.
Behavioral analysis
Behavioral analysis is the detailed study of user actions and interactions on a website.
Cohort analysis
Analysis method that groups users according to common characteristics or behaviors over a given period.
Data analysis
Process of examining data collected on user behavior to identify optimization opportunities.
Qualitative analysis
Qualitative analysis focuses on non-numerical data, such as customer verbatims, to understand users' motivations, behaviors and frustrations.
Bayesian
A statistical approach that uses probability to represent uncertainty about model parameters.
CDP (Customer Data Platform)
A centralized system that collects, unifies and activates customer data from a variety of sources.
CLTV (Customer Lifetime Value)
This is the total value a customer is expected to bring to a company over the duration of their business relationship.
CMP (Consent Management Platform)
A platform that manages user consent for the tracking and use of their personal data.
CRO (Conversion Rate Optimization)
CRO is a strategic process aimed at increasing the percentage of users performing a desired action on a website.
CTA (Call-to-Action)
A CTA, or Call to Action, is a strategic element on a web page, such as a button or link, designed to prompt the user to perform a specific action and clearly guide visitors towards the desired conversion.
CVR (Taux de conversion)
Indicateur clé de performance (KPI) qui mesure la proportion de visiteurs ayant réalisé une action attendue sur un site ou une application, par rapport au nombre total de visiteurs exposés.
Client-side testing
Client-side testing modifies the content visible to the user via scripts executed in the browser.
Cross-sell
Cross-selling is a sales technique that offers complementary products or services to those already chosen by the customer.
DMP (Data Management Platform)
A tool used to collect and manage data, mainly for advertising targeting.
Dashboard
A visual dashboard that groups and presents key performance indicators (KPIs) and other important metrics.
Datalayer
A data structure used to transmit information between a website and a beacon management tool.
Dataviz (Data Visualization)
Graphical representation of data to facilitate understanding and analysis.
User experience (UX)
User experience (UX) is the set of interactions and perceptions a user has when using a website.
Feature Flagging
A technique for remotely activating or deactivating functions without deploying new code.
Frequentist
A statistical approach that estimates model parameters based solely on observed data, without using any a priori information.
GCP (Google Cloud Platform)
A suite of cloud services offered by Google, including computation, storage, analysis and machine learning.
Google Analytics
Google Analytics is a powerful web analytics tool that measures user traffic and interactions on a website or application.
Heatmap
A heatmap is a visual representation of the most visited or clicked areas on a web page, using colors to indicate areas of user interest.
Test hypothesis
A test hypothesis is a statement formulated to predict the result of a specific modification to a website or application as part of an optimization process.
Itération de variation
Processus consistant à décliner, ajuster ou affiner une variation testée dans un A/B test initial, sur la base des résultats obtenus, des comportements observés ou de nouvelles hypothèses. L’objectif est d’approfondir l’apprentissage, d’améliorer les performances et de valider la robustesse d’une piste d’optimisation, dans une logique d’amélioration continue.
KPI (Key Performance Indicator)
A Key Performance Indicator (KPI) is a quantifiable measure used to assess an organization's success in achieving its strategic objectives.
MDE (Minimum Detectable Effect)
The smallest difference which, if it exists, can be reliably detected in a statistical test.
Macro-conversion
Macro-conversion is the ultimate goal a company seeks to achieve with its visitors, such as a full purchase, a subscription to a paid service, or any other primary action that generates business value.
Mann-Whitney U Test
A non-parametric test used to compare two independent samples to determine whether they come from the same distribution.
Micro-conversion
Micro-conversions represent the intermediate steps that users take before reaching a macro-conversion, which is the main objective, such as a purchase.
NPS (Net Promoter Score)
An indicator of customers' propensity to recommend a product or service to others.
Form optimization
Form optimization involves simplifying and improving online forms to maximize submission rates.
Image optimization
Image optimization reduces the size of image files without compromising their visual quality, thus improving web page loading speed.
Mobile optimization
The process of improving a website's user experience and performance on mobile devices.
Customer path
The customer journey is a global concept that encompasses all the stages a prospect goes through, from initial awareness to post-purchase loyalty.
Personalization
Personalization is the process by which a digital experience is tailored uniquely to each user.
Real-time personalization
A technique for adapting the content of a website in real time according to user behavior or characteristics.
Scroll depth (scroll rate)
Scroll depth, or scroll rate, measures how far a user scrolls down a web page, indicating which sections of content are actually viewed by visitors.
Unique Value Proposition (UVP)
The Unique Value Proposition (UVP) is a clear statement of why a customer should choose your product or service.
Statistical power
The probability that a test will detect a real effect, if such an effect exists. High power reduces the risk of false negatives.
RGPD (General Data Protection Regulation)
The RGPD (General Data Protection Regulation) is a European regulation that protects the personal data of EU citizens.
RPV (or ARPU)
RPV (Revenue Per Visitor) or ARPU (Average Revenue Per User) measures the average revenue generated per user or visitor.
SEO (Search Engine Optimization)
Optimizing a website to improve its visibility and ranking on search engines.
Segmentation
Segmentation is the process of dividing visitors into distinct groups based on common characteristics.
Server Side Testing
A type of A/B testing where variations are controlled on the server side rather than directly in the user's browser.
Session replay
Behavioral analysis technique that involves recording and replaying user browsing sessions on a website or application.
Tag Manager
Tool for managing tracking and marketing tags on a website without directly modifying the code.
Conversion rates
Often abbreviated CVR or CR, the conversion rate corresponds to the percentage of visitors performing a desired action on a website, such as a transaction, subscription, document download or form submission.
Bounce rate
The bounce rate measures the percentage of visitors who leave a site after viewing a single page.
Multipage A/B test
Optimization technique that involves testing changes on several pages of a website simultaneously.
Statistical significance test A/B test
Method used to determine whether the results of an A/B test are statistically significant.
Multivariate test
Multivariate testing is an optimization technique that simultaneously tests several variations of different elements on a web page.
Data triangulation
Data triangulation combines multiple sources and types of data to gain a more complete and accurate understanding of user behavior and preferences.
Conversion tunnel
The conversion tunnel is a series of specific stages in the customer journey that users go through on a website or application, from their arrival to the final conversion, such as a purchase, registration, or any other desired action.
UPT ( Unit per transaction)
Indicateur e-commerce qui mesure le nombre moyen d’articles achetés par commande.
Uplift
The increase in conversions or value generated by a specific action, often measured in A/B tests.
Upsell
Upselling encourages customers to buy a more expensive or improved version of a product or service they are considering.
Urgency and rarity
Urgency and scarcity are persuasive techniques used to incite action by creating a sense of immediate need or limited availability.
User Test Moderate
A user-testing method where a moderator guides participants and collects feedback in real time.
User Test Non Moderate
A user test where participants interact with a product or service at their own pace, without direct supervision.
VOC (Voice of Customer)
This refers to the opinions, expectations, preferences and feedback that customers express about a product or service.
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