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Top 23 CRO terms you need to know

As a marketer, it’s important to stay on top of the latest industry trends and terminology. Conversion Rate Optimisation (CRO) is an important part of digital marketing, so it’s essential that you understand all the jargon that will be used to talk about it!

In this blog, we break down the top 23 CRO terms you’ll come across, so you know exactly what they mean.

Conversion Rate (CVR)

Conversion rate (often abbreviated to CVR) is the percentage of visitors to a website that take a desired action, such as making a purchase, signing up for an email list, or filling out a contact form. It is a metric used to measure the effectiveness of online marketing campaigns.

CVR = the number of conversions divided by the number of sessions.

AB Test

An AB test (also known as a split or bucket test) is a method of comparing two versions of a web page or app against each other to determine which one performs better. It involves showing the two variants (A and B) to users randomly, and looking at how they convert, measure engagement, or perform in other ways.

Multivariate Test (MVT)

A multivariate test (MVT) is a type of experiment in which two or more independent variables are manipulated simultaneously in order to determine the effect on a dependent variable. It is commonly used to evaluate the impact of changes in multiple variables on a single outcome.

In the context of CRO, multivariate tests are used to analyse the impact of various website elements such as call-to-action buttons, page layouts, and content on a user’s likelihood of completing a desired action, such as making a purchase or signing up for a newsletter.

User Experience (UX)

User experience (UX) is the overall experience a user has when interacting with a digital product or service. It encompasses the entire journey of a user, from initial awareness to purchase and post-purchase. UX in digital marketing focuses on creating a positive and memorable experience for the user, which can result in increased customer loyalty and sales.

Call To Action (CTA)

Call to action (CTA) is a marketing term that refers to a request to a user to perform a specific task, such as purchasing a product or signing up for a newsletter. It is used to motivate a desired action from a customer or client and can be presented in various forms, such as a button, link, or message.


An experiment is a procedure carried out to test a hypothesis, observe an effect, or demonstrate a known fact. Experiments are usually conducted under controlled conditions to ensure accurate and reliable results.

An experiment in terms of CRO is defined as a process of systematically testing changes to webpages and other user interfaces to determine the most effective combination of elements that produce a desired result. This result is typically a conversion such as a sale, subscription, or lead. Experiments can involve changes to a webpage’s design, content, navigation, and more.


A heatmap is a graphical representation of data where values are represented as colours. It is a type of visualisation used to depict the intensity of data at geographical points or in a matrix. Heatmaps are commonly used to visualise patterns, trends, and correlations in large datasets. They are particularly useful in CRO to help identify areas of a website or landing page that are not performing well.

Landing Page

A landing page is a web page designed to capture a visitor’s attention and encourage them to take a desired action, such as making a purchase or signing up for a service. It typically contains persuasive content and a call-to-action.

Primary conversion

Primary conversion is a term used in CRO to refer to a desired action that a user takes on a website. This action is usually the most important one that a user can take on the website, and often includes making a purchase, signing up for an account, or subscribing to a newsletter.

Secondary conversion

The secondary conversion is any action taken by a website visitor after they have completed the primary goal or conversion. Examples of secondary conversions may include signing up for a newsletter or downloading a whitepaper.


Variation in the context of CRO is used to describe the different versions of your original webpage or app that you are testing. Variations can include changes to design, copy, layout, and/or functionality.

These different variations of the webpage or app are then tested to determine which version has the highest conversion rate.

Visitor Segment

A visitor segment is a group of users that have a key characteristic in common.

Visitor segmentation is a method of analysing and categorising website visitors in order to gain insights into their behaviours, preferences, and objectives. It enables businesses to tailor their website experience to better meet the needs of their users, optimize their user experience, and improve their conversions.

Funnel Optimisation

Funnel Optimisation is a technique used in CRO to improve the customer journey and encourage visitors to complete a desired conversion action.

This is done by analysing the customer’s journey through the website, identifying potential user experience problems, and then making changes to improve the user’s experience, such as simplifying the navigation or optimizing the copywriting. The goal is to make it easier for customers to find what they are looking for and to increase the chances of them making a conversion.

Multi-armed Bandit

Multi-armed Bandit is a type of experimentation used in CRO that uses Machine Learning algorithms to dynamically allocate traffic to different versions of a page or experience in order to find the best performing version.

The goal is to maximise the conversion rate of the page or experience by continuously testing different versions and allocating more traffic to the higher performing versions.

Behavioural Targeting

Behavioural Targeting is a CRO technique that uses data from a user’s browsing behaviour to serve them more relevant and personalised content. It involves analysing user behaviour, such as page visits, clicks, and time spent on a page, and using that information to tailor the user experience. This could be through delivering targeted content, ads, and offers that align with the individual’s interests and needs.

This type of targeting is used to increase visitor engagement and conversions, as well as to increase website traffic and brand loyalty.


Personalisation is the process of tailoring products or services to meet the specific needs and preferences of an individual customer. It can involve customising content, services, products, and experiences to reflect the customer’s interests and provide them with a more relevant and engaging experience.

In terms of CRO, this is the practice of tailoring a website or webpage to a user’s individual preferences and needs. This is done through the use of algorithms, data-driven segmentation, and dynamic content delivery. Personalisation can help to increase customer engagement, improve website performance, and increase conversion rates.

Bayesian vs Frequentist Statistics

Bayesian statistics is a type of statistical inference that uses prior beliefs and data to calculate the probability of an event occurring. It is based on the assumption that all possible outcomes are known, and their probabilities can be estimated.

Frequentist statistics is a type of statistical inference that uses data to estimate the probability of an event occurring. It is based on the assumption that the probability of an event occurring is fixed and can be determined through repeated trials.

Quantitative Data Analysis

Quantitative data analysis is a process of analysing numerical data in order to draw conclusions and make decisions. It involves the use of statistical methods and techniques such as descriptive statistics, correlation analysis, regression analysis, and factor analysis to examine and interpret numerical data.

In terms of CRO, quantitative data analysis involves examining and interpreting numerical data collected from tests, experiments, surveys and other research activities to identify trends, relationships, and patterns within the data. The goal of quantitative data analysis is to identify key insights, make informed decisions and gain a deeper understanding of customer behaviour, which can help inform optimisation efforts and guide a successful CRO strategy.

Qualitative Data Analysis

Qualitative data analysis is a process of interpreting and analysing qualitative data such as interviews, observations, surveys, and focus groups, in order to gain a better understanding of the underlying meanings, themes, and implications of the data.

In terms of CRO, this is the process of exploring customer behaviour and opinions systematically, through qualitative methods such as online surveys, focus groups and interviews, to gain insights into customer preferences, attitudes and perceptions. This type of analysis helps to determine customer needs and wants and can be used to inform decisions regarding product development, marketing campaigns, customer service, and overall customer experience.

High & Low Fidelity Wireframes

High-fidelity wireframes are a detailed representation of a website or application’s user interface. These wireframes typically include a more detailed level of design elements and content, such as images, text, buttons, and other interactive elements. High-fidelity wireframes are often used to present a more realistic view of the final product.

Low-fidelity wireframes are a basic representation of a website or application’s user interface. These wireframes are often presented in sketch form and include only the basic elements of a user interface, such as page layout, navigation, and text. Low-fidelity wireframes are usually used to communicate the overall structure and flow of a website or application.

Server-Side Testing

Server-Side Testing is a type of software testing that focuses on the behaviour and performance of an application on the server. It tests the integrity of the application components and their integration with the server environment. It verifies the server’s performance, scalability, and security. It also tests the application’s response to various server conditions and user requests.

Above & Below The Fold

Above the fold refers to the upper half of a webpage that is visible without having to scroll down the page. It is considered the most valuable real estate on a webpage because it is the first thing visitors see when they arrive on the site.

Below the fold refers to the content of a website or page that is located below the visible area on the screen and requires the user to scroll down to view.

Fake Door Testing

Fake door testing is a marketing tool used to measure the effectiveness of an advertisement or marketing campaign. It involves setting up a landing page or website with a simulated version of the desired action, such as a purchase, subscription, or sign-up form. By tracking the number of visitors who reach the fake door and the number of visitors who click through to the real action, marketers can measure the overall effectiveness of the advertisement or campaign.

Now we’ve covered all the main CRO terms you’re likely to come across, you’re ready to get started. For more information on what CRO is and the benefits it can bring to your business, see our other CRO guides.

Or, if you’re ready to get started with testing for your site, get in touch and our CRO experts can help you out.

Luke McDermott - Modo25
Luke McDermott
Luke McDermott - Modo25
Luke McDermott
Luke is head of CRO at Modo25. With over 6 years' of digital experience under his belt, Luke spends his time speaking to business owners about the online and offline challenges that they are currently facing and how experimentation could benefit the business and its customers.

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