20.2: Key terms and concepts
- Page ID
- 24985
\( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \) \( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)\(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\) \(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\)\(\newcommand{\AA}{\unicode[.8,0]{x212B}}\)
| Term | Definition |
| A/B test | Also known as a split test, it involves testing two versions of the same page or site to see which performs better. |
| Ad Server | The technology that places ads on websites. |
| Call to action | A phrase written to motivate the reader to take action such as sign up for our newsletter or book car hire today. |
| Click path | The journey a user takes through a website. |
| Cookie | A small text files that are used to transfer information between browsers and web servers. They help web servers to provide the right content when it is requested. |
| Conversion | Completing an action that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product. |
| Conversion rate | The number of conversions divided by the number of visitors expressed as a percentage. |
| Funnel | In web analytics or conversion optimisation, an established set of steps a user should take in reaching a goal, such as making a purchase. |
| Heat map | A data visualisation tool that shows levels of activity on a web page in different colours. Hypothesis A statement that is being tested. |
| Landing page | The first page a visitor sees on a site. Usually it is specific to a campaign being run. |
| Micro-conversion | A small conversion in the path to a full conversion, such as going from step one to step two in a checkout process of four steps. |
| Multivariate test | Testing combinations of versions of the website to see which combination performs better |
| Null hypothesis | The default or general position, usually where no difference is the hypothesis |
| Split test | Also known as an A/B test. |