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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.
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.
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.
Average order value
What is Average Order Value, how to calculate it and strategies for increasing it using website optimization and personalization.
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.
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.
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.
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.
Customer lifetime value (CLTV)
Learn how to calculate customer lifetime value and strategies to maximize CLTV for your business.
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.
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.
First-party data is behavioral information that a company collects directly from its customers and/or prospective customers.
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.
Growth hacking is a subcategory of marketing that focuses on the rapid growth of a company through cost-effective digital marketing strategies.
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.
Landing page optimization
Landing Page Optimization (LPO) is the practice of improving landing page elements with the goal of increasing conversions.
Lead generation involves attracting prospective customers to a business, increasing their interest through nurture campaigns, and converting them into a customer.
Operating akin to a membership club, a loyalty program is a strategic initiative employed by online retailers to cultivate and sustain customer loyalty.
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.
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.
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.
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.
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.
What is social proof, what are the types of social proof and how brands can leverage social proof in their marketing strategies.
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.
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.
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.
A full explanation of user-generated content, how to incorporate it into your marketing strategy and examples of types of user-generated content.
Website personalization is serving content and experiences that resonate with an individual visitor, based on their preferences and prior interactions with the brand.
Website optimization is the process of using strategies, tools and controlled experiments to improve user experience, traffic and conversion on your site.
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