CRO Glossary

The percentage of people who click a link, ad, or CTA out of the total who saw it — a key engagement metric in CRO and paid media.

The percentage of website visitors who complete a desired action — a purchase, sign-up, or form submission.

The total revenue a business can expect from a single customer over the entire relationship — a core metric for CRO budget and acquisition decisions.

The percentage of sessions that ended on a specific page — different from bounce rate, as exits can follow multiple pageviews within the session.

A controlled experiment comparing two versions of a webpage to determine which produces more conversions.

A testing method that tests multiple page elements and combinations simultaneously — more complex and traffic-intensive than standard A/B testing.

A statistical threshold confirming that a measured difference between A/B test variants is unlikely to be due to random chance.

The percentage of visitors who leave a website after viewing only one page without taking any action.

A visual analytics tool that uses colour gradients to show where visitors click, move, and scroll on a webpage.

A tool that records video replays of real user sessions — showing clicks, scrolls, and rage clicks to reveal why visitors aren't converting.

The portion of a webpage visible without scrolling — the highest-value real estate on any landing page where first impressions are made.

A prompt that directs visitors to take a specific, desired action — a button, link, or form that initiates conversion.

When an e-commerce shopper adds items to their cart but leaves without completing the purchase.

The process of improving each stage of a conversion funnel to reduce drop-off and increase the percentage of visitors who reach the final goal.

A standalone web page designed for a single conversion goal, typically reached via an ad, email, or direct link.

A small, intermediate action a visitor takes on the path to the primary conversion goal — newsletter signup, video play, or add-to-cart before purchase.

Elements that reduce visitor scepticism and build confidence — reviews, security badges, guarantees, and credentials that directly improve conversion rate.

A clear statement explaining what benefit a product delivers, for whom, and why it's better than alternatives — the core message of any landing page.

The mental effort required to process a page. High cognitive load kills conversions — visitors leave rather than work to understand your offer.

A cognitive bias where losing feels twice as painful as gaining feels good — used in CRO to frame offers around what visitors stand to lose.

A psychological principle where people look to others' actions to guide decisions — used in CRO via reviews, testimonials, and customer counts.

Google's set of three performance metrics — LCP, INP, and CLS — that measure page experience and directly influence both search rankings and conversion rates.