Optipedia Optimization Glossary PDF

A/A testing A/A testing involves testing two identical versions of a webpage against each other using A/B testing. A/B testing A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better. Learn all about it here! A/B/n Testing...

A/A testing A/A testing involves testing two identical versions of a webpage against each other using A/B testing. A/B testing A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better. Learn all about it here! A/B/n Testing A/B/n testing is a type of website testing where multiple versions of a page are compared against each other to determine which has the highest conversion rate. Above the fold Above the fold content is the part of a web page shown before scrolling. Any content you'd need to scroll down to see, would be considered 'below the fold'. Account-based marketing Account based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. Ad viewability The concept of how visible ads on a website or mobile app are to users. For an ad to be considered “viewed” at least 50% of the banner must visible to the user. Agile CMS A style of headless content management system focused on content development, creative collaboration, decision transparency and omnichannel delivery. App personalization App personalization is the process of building a mobile app with screens and experiences targeted at specific audiences. Average order value Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app. B2B commerce B2B commerce (short for business-to-business electronic commerce) is the online sale of goods or services between businesses. Behavioral science Behavioral science, also known as behavioral economics and looks at the subject of human actions. Below the fold "Below the Fold" refers to the portion of a webpage that is not immediately visible without scrolling down. Blue-green deployment Blue-green deployment is a software development technique which uses two production environments (blue & green) to make software deployment easier and safer. Bounce rate Bounce rate is the percentage of site visits that are single-page sessions, with the visitor leaving without viewing a second page. It is an engagement metric. Brand engagement Brand engagement refers to the creation of attachments between consumers and brands. Brand home Brand homes, are experiential and interpretive venues designed to connect brands and consumers in order to build advocacy, foster community, and grow revenue. Bucket testing Bucket testing is a term used to describe the method testing two versions of a website against one another to see which one performs better. Call to action A call to action (CTA) is a prompt on a website that tells the user to take some specified action like a button or a link. Canary testing Canary Testing is a way to reduce risk and validate new software by releasing software to a small percentage of users. Click-through rate Click-through rate is calculated by simply dividing the number of people who clicked on a given element by the total number of visitors to that page. Commerce Learn what commerce is, why it’s important, the different branches of commerce, and the major commerce business models. Content calendar Learn what a content calendar is, why it's important, and how you can leverage it to better manage your marketing activities. Content delivery Content delivery is the channel and method a piece of content is shown to a user. Examples include, websites, APIs for apps, ad platforms or even a TV channel. Content hub A content hub is a curated collection of branded content on a specific topic or subject. Content hub software A content hub acts as a meta layer for your company's entire digital content arsenal -- past, present and future. Content intelligence Content intelligence is a technique which uses software and artificial intelligence to measure the impact of content and generate content strategy insights. Content lifecycle management With 70% of businesses leveraging content marketing, understanding your company’s content lifecycle is crucial. So, what is content lifecycle management? Read on to explore this essential technique. Content management infrastructure Content management infrastructure (CMI) is both a process and a platform for managing and often distributing content. Content management system A content management system, aka CMS, is software used to manage content, allowing multiple contributors to create, edit and publish. What is a content marketing platform? A content marketing platform (CMP) helps marketing teams coordinate content creation and delivery efforts across the organization. Here’s how it works. Content recommendation engine A content recommendation engine is the process and platform that decides what content to recommend to individual users. Content repurposing Content repurposing involves recycling, reusing, or even rescuing an existing piece of content by republishing it in a different format across varying channels. Content supply chain Content supply chain is the process of planning, creating, managing, and distributing content across various channels under one platform. It is now AI assisted Continuous delivery Continuous Delivery is the software development process of getting code changes into production quickly, safely and with higher quality. Continuous integration Continuous Integration (CI) is a devops and software development practice where code is continuously integrated and are automatically built and tested. Conversion A conversion occurs when a user completes some predetermined action on your site. Typically tracked in marketing analytics tools. Conversion rate The conversion rate is the number of conversions divided by the total number of visitors. Conversion rate optimization Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from website or mobile app. Focus is on improving user experience Customer data platform A customer data platform (CDP) is a tool that captures, stores and creates unified profiles for customers. Customer journey management Customer journey management is the process of optimizing the experience your customers have with your brand. Customer journey mapping Customer journey mapping allows you to visualize how and where customers interact with your brand on your website or mobile app. Decision fatigue Decision fatigue is a state of mental exhaustion that occurs when the brain is overworked from making a large number of decisions over a period of time. Decoupled CMS A decoupled CMS is a content management system, most commonly hosting a website's content, that has a separate presentation layer from the administration layer. Derived data Derived data is new information created by processing and combining existing raw data sets. Digital asset management Discover what digital asset management is and how it's used to manage all aspects of the digital asset lifecycle, from content creation to asset retirement. Digital content Digital content refers to any type of media that is used to engage with users of their website or applications, distributed by online delivery systems. Digital content delivery platform A digital distribution platform is a piece of software allowing you to distribute or deliver digital content to users. Digital content management Digital content management (DCM) is a set of processes allowing businesses to streamline digital content production, allocation and distribution. Digital ecosystem A collective of components that make up your brand's online touch points. An example of a well known digital ecosystem is an app store or website. Digital experience platform A digital experience platform (DXP) is a software platform that manages digital experience across a broad range of digital touchpoints. Digital web strategy Refers to the short-term plan a company implements to improve different elements like engagements, conversions, and revenues across digital channels. Ecommerce platform Used to manage catalogued products, register purchases and manage a users relationship with an online retailer. Enterprise commerce Enterprise commerce is selling that occurs on an enterprise-level. Typically, you'll see this term applied to mean enterprise-grade ecommerce software. Experience analytics The process you use to collect, analyze and utilize customer-specific data for improved journeys when they are buying your products or using your services. Experience optimization Experience Optimization is the ongoing process of understanding your customers and providing the best possible experience for them across all touchpoints. Experiential marketing Experiential marketing is marketing strategy which aims to provide audiences with unique, branded experiences. Experimentation framework An experimentation framework is a systematic approach to testing different versions of a product or feature to determine which one performs best. Feature branch A feature branch is a copy of the main codebase where an individual or team of software developers can work on a new feature until it is complete. Feature flags Feature flags are a software development technique that turns certain functionality on and off during runtime, without deploying new code. Feature management Feature management refers to the process of developing, delivering, and optimizing new features. Teams test and release features to specific users or groups. Feature prioritization Feature prioritization determines how different features or functionalities should be implemented, improved, or presented to users within a product or service. Feature rollout A feature rollout is the software development process of introducing a new feature to a set of users. Feature test Feature testing is the software development process of testing multiple variations of a feature to determine the best user experience. Feature toggle A feature toggle is a mechanism that allows code to be turned “on” or “off” remotely without the need for a deploy. Growth hacking Growth hacking is the use of resource-light and cost-effective marketing tactics to help grow and retain an active user base, sell products and gain exposure. Headless CMS A headless CMS is a content management system that separates the backend content management from the frontend, presentation layer. Headline testing “Headline testing” refers to the process of developing multiple title variations for an article or piece of online media. Heatmap A heatmap is a graphical representation of data that uses a system of color-coding to represent different values. They show where users have clicked on a page. Hero image A hero image is a website design term used to describe an oversized banner image at the top of a website. Hyper-personalization Using artificial intelligence (AI) and machine learning (ML) to create a customer experience that is unique to an individual. Inbound marketing Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in. Information scent Refers to visual and textual cues that provide hints on what information a site contains. Integrated marketing Integrated marketing is the process of delivering a consistent and relevant brand experience to your target audience across all marketing channels. iOS A/B testing iOS A/B testing is the process of running a controlled experiment comparing one or more variations of an iOS app against the original. Landing page optimization Landing page optimization (LPO) is the process of improving elements on a website to increase conversions. Lead generation Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale. Lean hypothesis testing Lean hypothesis testing is an approach to agile product development that’s designed to minimize risk, increase speed of development, and hone product market fit Lifetime value Lifetime Value or LTV is an estimate of the average revenue that a customer will generate throughout their lifespan as a customer. Marketing automation Marketing automation (MA) is a term used to describe the replacement of repetitive tasks and manual marketing processes with solutions that are automated. Marketing strategy Discover what marketing strategy is, why it's important and how to create a successful marketing strategy for your business or brand. Marketing technology stack A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Mobile app A/B testing Mobile app A/B testing is the practice of using A/B testing to test different experiences within mobile apps. Multi-armed bandit A multi-armed bandit solution is a more complex version of A/B testing that uses machine learning algorithms to dynamically allocate traffic to variations Multivariate testing Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified. Multivariate testing vs A/B testing Multivariate testing has many components that make up a variation using the experiment engine, whereas an A/B test has isolated variations made beforehand. Omnichannel marketing Omnichannel marketing is the practice of promoting good and services across multiple channels like search engines, social and advertising. Online marketing Online marketing is the practice of leveraging web-based channels to spread a message about a company’s products to its potential customers. Painted door test The painted door test creates the illusion of a feature or service without you having to actually build it. It is also known as the fake door test. Personalization Discover what personalization is, how it differs from customization, and why personalization is important to your customers and your business. Product ideation Product ideation is the process of generating, prioritizing, and implementing new features and hypotheses before building them out into a new product. Product validation Product validation is the process of confirming if the ideas, features, or products you're building actually meet user needs and expectations. Progressive delivery It allows companies to release code to small portions of their traffic and improve confidence in product decisions before rolling it out to everyone. Release cycle A release cycle is the life cycle of developing, testing, and deploying a product update or a new feature into production. Remote config Remote config is a software development technique where the behavior or features of an app can be changed remotely without having to publish an app update. Revenue per visitor Revenue per visitor (RPV) is a measurement of the amount of money generated each time a customer visits your website. Sales funnel A sales funnel is a visual metaphor for the path taken by a potential customer as they move towards becoming a customer. Search engine marketing Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs). Search engine optimization Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google. Server-side testing Server-side A/B testing is a form of experimentation where the variations of a test are rendered directly on the web server Shopping cart abandonment When a potential customer starts a check out process for an online order but drops out of the process before completing the purchase. Social proof Social proof in a marketing context is evidence that other people have purchased and found value in a product or service offered by a business. Split testing Split testing is a method of conducting controlled, randomized experiments with the goal of improving a website metric, Squeeze page A squeeze page is a landing page that is specifically designed to collect email addresses from visitors and potential customers. Statistical significance Statistical significance is the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance. Strategic data management Strategic data management is the process and resource that a business puts in place to collect, analyze, store and use data to achieve business goals. Testing in production Testing in production (TIP) is a software development practice in which new code changes are tested on live user traffic rather than in a staging environment. Trunk-based development Trunk-based development (TBD) is a software development strategy where engineers merge smaller changes more frequently into the main codebase Type 1 error A Type 1 error (or type I error) is a statistics term used to refer to a type of error that is made in testing when a conclusive winner is declared although... Type 2 error A type 2 error is a statistics term used to refer to a type of error that is made when no conclusive winner is declared between a control and a variation Unique selling point A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. Usability testing Usability testing is a method of evaluating a website's or app’s readiness for release by testing it with real users who are part of the target audience. User flow User flow is the path taken by a prototypical user on a website or app to complete a task. User journey map A user journey map (also known as a customer journey map) is a diagram that visually illustrates the user flow through your site. Value proposition A value proposition is the essence of the value that your product or service provides to the customer. It is a promise of the benefits that you deliver. Viewable impression A viewable impression is a standard measure of ad viewability defined by the International Advertising Bureau (IAB) to be an ad. Virtual event A virtual event, also known as an online event, virtual conference or livestream, is an event that involves people interacting in an online environment. Visitor segmentation The process of dividing your visitors to your website, viewers of digital ads, marketing email recipients, etc. based on a specific criteria Visual editor If you’ve ever dragged and dropped images, text, or buttons onto a website without touching a line of code, you’ve probably used a visual editor. These tools have transformed the way digital and marketing teams build content, making website creation and updates accessible to non-developers. But there’s more to visual editors than meets the eye. In this article, we’ll explore the history of visual editors, what they are, and how they can revolutionize your marketing workflow. Web analytics Web analytics is the measurement of data to understand user behavior across web pages. So, businesses can optimize site performance and improve user experience. Website optimization Website optimization is the process of using controlled experimentation to improve a website’s ability to drive business goals. Website personalization Website Personalization is the process of creating customized experiences for visitors to a website. WYSIWYG Discover the benefits and history of WYSIWYG editors, tools that allow marketers to create and edit digital content visually.