Glossary

Easily optimize and personalize your website for every single visitor.

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A/B testing

A/B testing is a statistical methodology of testing different versions of an element on a page, such as a headline or an image, to determine which one performs better.

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Account based experience

Account based experience (ABX) refers to a strategic go-to-market approach that aligns marketing, sales, and customer success efforts to create a personalized and cohesive experience for target accounts.

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Account based marketing

Account based marketing (ABM) is a B2B growth strategy used to target specific prospects with tailored and relevant offers to ultimately generate more pipeline and revenue.

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Average order value

What is Average Order Value, how to calculate it and strategies for increasing it using website optimization and personalization.

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Bayesian inference model

The Bayesian inference model is a statistical model based on Bayes’ theorem used to find the probability of an outcome, taking into account prior evidence.

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Behavioral data

Behavioral data is information that is generated by the actions, activities, or behaviors of individuals or groups.

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Bounce rate

Bounce rate is the percentage of visitors who leave a website after only visiting one page and is calculated by dividing total website visitors with the number of visitors who left on the first page load.

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Conversion rate optimization (CRO)

Conversion rate optimization (CRO) is the process of increasing the percentage of website visitors who take a desired action, such as making a purchase or requesting a demo.

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Customer acquisition cost (CAC)

Customer Acquisition Cost (CAC) is the total cost associated with acquiring new customers. Learn how to calculate it and strategies for reducing it here.

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Customer lifetime value (CLTV)

Learn how to calculate customer lifetime value and strategies to maximize CLTV for your business.

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Dark pattern

A dark pattern is a deceptive tactic used to persuade a website visitor to take an action they may not normally take or that they did not intend to take.

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Firmographic data

Firmographic data is data that provides information about a company's characteristics and attributes, often used in B2B marketing and sales to identify businesses to target.

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First-party data

First-party data is behavioral information that a company collects directly from its customers and/or prospective customers.

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Flicker

Flicker is the phenomenon where a webpage loads in one state not meant for the visitor, then transitions to show a variation of that page, often a dynamic version meant to provide a personalized experience.

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Growth hacking

Growth hacking is a subcategory of marketing that focuses on the rapid growth of a company through cost-effective digital marketing strategies.

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Heatmaps

Heatmaps are a visual representation of user activity on a website and can be a valuable tool in building out and refining a website optimization strategy.

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Landing page optimization

Landing Page Optimization (LPO) is the practice of improving landing page elements with the goal of increasing conversions.

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Lead generation

Lead generation involves attracting prospective customers to a business, increasing their interest through nurture campaigns, and converting them into a customer.

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Loyalty program

Operating akin to a membership club, a loyalty program is a strategic initiative employed by online retailers to cultivate and sustain customer loyalty.

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Machine learning

Machine learning (ML) is a type of artificial intelligence (AI) wherein computers use historical and contextual data to observe and learn behavior to predict outcomes.

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Multi-armed bandit

Multi-armed bandit is an approach to testing that focuses on exploration and exploitation to optimize for a desired outcome, a critical part of website optimization strategy.

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Multivariate testing

Multivariate testing is a method of statistical testing that involves multiple variables, each of which can be modified to test variations of the same idea.

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Product bundling

Used to increase sales, product bundling is an ecommerce marketing strategy where multiple products are grouped and sold as a package deal at a discounted price.

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Product detail page

A product detail page, also known as a PDP, is an important component of an ecommerce site that provides detailed information about a specific product or service.

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Shopping cart abandonment

What is shopping cart abandonment, how to calculate shopping cart abandonment rate and how to reduce shopping cart abandonment on your website.

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Social proof

What is social proof, what are the types of social proof and how brands can leverage social proof in their marketing strategies.

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Statistical significance

Statistical significance is a metric in statistical analysis that supports the validity of a given result, the higher the value, the more likely the results are real and not coincidental.

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Type 1 error

In statistics, a type 1 error occurs when an experiment rejects a null hypothesis, incorrectly concluding that a positive result from testing is the true result.

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Type 2 error

A type 2 error occurs in an experiment when the result is a false negative, and can be harmful to experiments because they lead researchers to believe that a false finding is true.

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User-generated content

A full explanation of user-generated content, how to incorporate it into your marketing strategy and examples of types of user-generated content.

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Zero-party data

Zero-party data refers to information that consumers willingly and proactively share with businesses or organizations oftentimes through their websites.

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