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Glossary

Keeping abreast of conversion optimization trends and technologies can be tiring. Even more so when the terms/keywords used by conversion experts are going over your head. This glossary aims to help you by bringing all popular CRO terms — basic as well as advanced — in one place. To make the list comprehensive, the terms have been compiled from a wide range of conversion optimization disciplines such as A/B testing, Website Design, Online Ads, SEO, and more.

A

A/A Testing

A/A testing is a statistical test performed to compare two identical experiences on a random set of users. While the traffic is distributed equally among both variations, the objective of an A/A test is to validate a statistical test that it returns no difference in conversion rates between the two experiences.

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A/B Testing

A/B testing is an experimentation process where two or more versions of a web page/product/app (or an element of a webpage/product/app) are tested on the audience for specific goals to measure which version creates the highest impact on business metrics.

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A/B/n Testing

A/B/n testing is a method of experimentation where, unlike A/B testing, you compare more than two versions of your webpage to identify which one performs best by showing them to a specified set of visitors.

Above the Fold

In the digital world, ‘above the fold’ in a website means the content a visitor sees when your page loads before they scroll down.

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Account-based Marketing

Account-based marketing (ABM) is a strategic marketing strategy focussing on a few large and important or potential accounts which hold a greater promise of adding to a business's bottom line.

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Ad Viewability

Ad viewability is a key metric in digital advertising that tracks the number of ads served by digital advertisers which are actually seen by users.

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Affiliate

Affiliate is a website that promotes another company’s products or services on its space and earns a commission from it. This practice is known as Affiliate Marketing.

Alt Text

Alt text is a snippet of descriptive text-based substitute for non-text content or an embedded piece of HTML code that conveys the meaning and context of a visual item (photos, graphics) in a digital environment such as web pages, PDFs, or apps.

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Anchor Text

Anchor text refers to the visible clickable words that help in moving from one web link to another. It is usually displayed in a different color and could be underlined. A good link text informs the user of the context/outcome of clicking that link.

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AOV

AOV is an acronym for Average Order Value. As the name suggests, it is the average value (typically in dollars) of all orders processed by an ecommerce store.

App Personalization

App personalization is the process of building apps in such a manner that it caters to the needs of specific visitor segments.

Application Programming Interface (API)

An interface/intermediary that allows two applications/programs to talk to each other.

Authority Site

Authority sites are the websites that the search engines consider to be of high-quality.

Average Order Value

Average order value (AOV) refers to the average amount of money spent by a customer when they place an order on a website, mobile app, or in-store.

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B

Baseline

Baseline conversion rate is the existing conversion rate of a website, which an A/B test attempts to improve.

Bayesian

Bayesian is one of the two mutually exclusive sets of statistical fundamentals (the other one being Frequentist statistics) that can be used to model any statistical problem. Bayesians consider the parameter of interest to be subjective (a distribution of possibilities) described by a belief distribution that is updated on observing data.

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Behavioral Science

Behavioral science represents the study of human behavior through the use of systematic experimentation and observations.

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Behavioral Targeting

Behavioral targeting is an advertising strategy where websites present their visitors with ads that are specifically related to their interests and preferences. Websites can do this by tracking a visitor’s shopping and browsing history.

Below The Fold

‘Below the fold’ refers to the bottom section of a web page that is only visible after scrolling down.

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Bounce

When a visitor arrives on a website and leaves without viewing other pages on the website, it is called a bounce.

Bounce Rate

A “bounce” occurs when a user visits a website and leaves without interacting or performing any action. The bounce rate refers to the percentage of visitors who bounce off a site.

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Brand Engagement

Brand Engagement is the process of building and sustaining a customer’s commitment/attachment to a brand.

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Bucket Testing

Bucket testing is synonym for A/B testing.

C

Call To Action (CTA)

A call to action (CTA) is a written instruction in marketing campaigns that encourages or prompts website visitors to take the desired action.

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Campaign Scheduling

Campaign scheduling is a feature that allows the user to start/pause campaigns automatically for certain periods of time. For example, a test campaign that should run only on a specific day of the week. This does not apply to always-on features like Heatmaps and Recordings.

Canonical URL

A canonical URL is the preferred version or the best representative of a web page amongst a group of duplicate pages.

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Cart Abandonment

Cart abandonment occurs when customers add items/products to their online shopping cart but leave the website without making a purchase or completing the transaction.

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Churn Rate

Churn Rate is a metric that refers to the percentage of customers who unsubscribe from a service and discontinue any kind of engagement with an entity over some time.

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Click Area

Click area is the clickable or tappable part of links and buttons on websites and apps. It is the area that gets highlighted while hovering over a button or link.

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Click-Through Page

Click-through page is a web page that is placed before a website’s main ac,on-page (like a shopping cart page for an ecommerce website). Its purpose is to prepare visitors for a conversion on the next page.

Click-Through Rate (CTR)

Click-through rate (CTR) is a digital marketing metric used to measure ad performance in terms of the number of clicks received on the campaign against the number of views (impressions).

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Click-To-Call

Click-to-call is a CTA button on a mobile website/application that allows visitors to call a phone number directly.

Clickbait

Clickbait refers to the advertising/marketing tactic of writing sensationalized headlines, images, or captions to grab a user’s attention and encourage clicks on a piece of content.

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Clickmap

Clickmap is a type of website heatmap. It shows the number of clicks for each link/element on a website.

Clickstream

Clickstream is the list of links that a visitor clicked on, during their stay on a website. Clickstream is used to determine the interests and site preferences of a visitor.

Client Side Testing

Client side testing is a method of running tests where the entire experiment is hosted on the client-side, i.e. natively on a browser plugin or web browser. A/B testing, Split-URL testing, multivariate testing are some methods of client-side testing.

Cloaking

Cloaking is an unethical SEO technique where the content displayed to users is different compared to the information presented to the search engine crawlers i.e. spiders or bots to improve rankings.

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Code Editor

Code editor is a version of the editor that is used to create variations for test campaigns purely with code and not by adjusting/adding elements visually.

Confidence Interval

A confidence interval is the degree of uncertainty in a particular metric of interest, typically an average. It tells you how confident you can be that the experiment's estimated metrics reflect what you would expect to find if it were possible to obtain data of the entire population instead of a limited sample.

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Confidence Level

Confidence level is the probability that a variation in an A/B test won not because of chance.

Content Delivery

Content delivery is the process of sharing, publishing, and promoting content to the target audience through various channels and media formats.

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Content Hub

A content hub can be defined as a centralized repository with a collection of pages that provide information related to a common topic.

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Content Intelligence

Content intelligence is the process of combining various software with the capabilities of machine learning and artificial intelligence (AI) to conduct market research and gain insights into the effectiveness of certain types of content.

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Content Management System

A content management system, also known as CMS, is a software application that enables users to create, manage, modify, and publish digital content such as web pages, blog posts, etc. on a website without the need for specialized technical and coding knowledge.

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Content Marketing

Content marketing is the process of planning, creating, sharing, and publishing high-quality content for the sole purpose of reaching the target audience - new and existing.

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Control Page

A ‘control’ in A/B testing or Split testing refers to a page of a website or version of an app screen that you compare to other variants to identify areas that may be changed to boost conversions or other metrics.

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Conversion

Conversion is the action that marketers want a website visitor to take. Newsletter sign-ups, account registrations, and product inquiries are generally considered as micro-conversions. A monetary transaction is generally considered as a macro-conversion.

Conversion Funnel

A conversion funnel also referred to as a “sales funnel”, is used to describe the route taken by a visitor to become a customer. It explains the different stages of the journey that the customer takes from becoming aware of a brand to making a final purchase.

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Conversion Rate

Conversion rate is a business metric that represents the percentage of users who take the desired action such as making a purchase from your site or signing up for your newsletter.

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Conversion Rate Optimization

Conversion rate optimization is the practice of continually improving a website’s ability to affect conversions.

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Cookies

Cookies are one or more little pieces of information from a website that are preserved in a web browser that can be retrieved by the website at a later time. Cookies are used to inform a server that a user has returned to a specific web page. When visitors return to a website, a cookie remembers their preferences and allows the site to offer customized settings and content.

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Cost Per Acquisition

The cost per acquisition, or CPA, is a vital marketing metric that calculates the total costs of a user taking a certain action that concludes in a conversion.

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Cost Per Click

Cost per click (CPC) is a digital marketing statistic that establishes the price that advertisers must pay for the clicks that their advertisements receive when they are shown on websites or social media platforms like Facebook ads, Google ads, and others.

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CPM

Cost per thousand impressions (CPM) is a paid advertising option frequently used to calculate how many thousands of individuals your marketing or advertising item has made an impression on.

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Crawlers

A crawler sometimes referred to as a “bot” or “spider,” is a computer program that search engines employ to automatically explore web pages and links to gather information for indexing.

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CRM System

CRM is an acronym for Customer Relationship Management. A CRM System is an enterprise-grade software that contains the history of a company's interaction with all its customers via multiple channels.

Cross-Domain Tracking

Cross-domain tracking in the context of Google Analytics refers to the monitoring of website visitor activity across two or more domains. It enables you to see sessions from related websites as a single session rather than two distinct ones.

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Cross-Sell

Cross-selling is a growth technique that involves recommending related items to go well with a customer’s purchase to increase the sale.

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Custom Conversion

Custom conversion is a goal type that allows users to track custom events that are not triggered by clicks/page visits. This goal type will trigger a javascript code snippet when the condition is fulfilled.

Customer Data Platform

A Customer Data Platform (CDP) is a type of database software that builds permanent, consolidated records of all of your customers, their characteristics, and their data.

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Customer Journey Management

Customer journey management is the process of utilizing technological advancements and behavioural orientation to enhance the customer experience. It aims to reduce consumer effort on various channels and platforms, creating a smooth experience each time a user engages with your business.

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Customer Journey Mapping

Customer journey mapping is the method of producing a visual narrative of your consumers' experiences with your company.

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D

Date-Range Filters

Date-range filters is the ability to filter a report for a specific date range. For example, view a Goal’s conversion report when a marketing campaign was live for a week on the website.

Digital Customer Experience

Digital customer experience or DCX refers to every digital interaction a customer has with a brand. The activities might include conducting an online search to understand your product, looking at customer reviews on the online marketplace, requesting customer support or self-service portal assistance, or interacting with your mobile app.

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Digital Experience Platform

A digital experience platform (DXP) is a centralized digital portal that enables a brand to develop and deliver personalized and unique content experiences for consumers across a variety of digital environments with the help of data and artificial intelligence.

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Directional Cues

Directional cues are visual elements of a website that are used to direct visitors’ attention to a specific area on the website (a CTA or an information box).

Do Not Track

Do not track is a browser setting that communicates to websites that visitor’s internet usage should not be tracked by analytics tools, although many websites might still collect some data to improve security, serve relevant ads, and so on.

Drop-Off

Drop-off is a field-level metric in a form analytics report that shows the number of visitors that dropped-off from filling up the form from that specific field.

Drop-Off Rate

The drop-off rate is the percentage of visitors who visit the website and enter the conversion process (the funnel) but do not proceed further or take the desired action.

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Dynamic Content

Dynamic content refers to any digital or online content that transforms in response to a user's actions, choices, and interests.

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Dynamic Heatmap (Browsable heatmap)

A very powerful implementation of website heatmaps that overlays click data in the form of hot-zones directly on the live-webpage, as opposed to a screenshot of the page in ‘static heatmaps.’ This ensures that click data is not shown for outdated versions of the page (if an element is removed or changed or moved). Additionally, a user can look at data on hidden elements (like drop-down menus) and be able…

E

Elements List

Element list is a report type under website heatmaps that shows the list of elements on a page sorted by its relative importance in terms of clicks it has received.

Email Marketing

Businesses use email marketing as a tactic to send out promotional emails to their prospects. Email marketing helps disseminate promotional offers, cultivate leads, and boost the effectiveness of content marketing initiatives.

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Exit Pop-Up

Exit pop-up is a pop-up that is displayed on the screens of website visitors as soon as they show an intent to leave the website. Exit pop-ups generally carry some sort of incentive for visitors, encouraging them to engage more with the website.

Exit Survey

Exit survey is a small set of questions that ask visitors about their website experience when they try to leave the website.

Experience Management

Experience management is a process of monitoring, measuring, analyzing, and improving interactions that various stakeholders have with the business. These stakeholders can be individuals who are employees, customers, suppliers, vendors, etc.

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Experience Optimization

Experience optimization is the process of strengthening vulnerable areas in the customer experience in an attempt to enhance brand impression and loyalty. It is an ongoing practice of leveraging data to enhance all of your interactions with customers.

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Eye Flow

Eye flow is the study of visitors’ eye movements while browsing a website. Eye flow helps to track areas that visitors view or discard the most.

F

Feature Flag

Feature flag is a method that allows teams to modify the experience of a visitor of a website or a web application by turning on/off specific features or sub-sections.

Feature Rollout

Feature rollout is the process of introducing new features in a web application to users in a staged manner.

Feature Testing

Feature testing is the practice of making changes in a web application to introduce new features with a limited reach or modifying existing features to analyze the impact on the bottom-line.

Field Level Statistics

Field level statistics is that part of a form analytics report that provides insights on the performance of individual fields in terms of time spent, refills, ignores, etc.

Form Analytics

Form Analytics is a research capability that helps assess the performance of forms on a webpage.

Form Testing

Form testing is the practice of A/B testing forms on a website.

Friction

Friction is caused by elements of a website that confuse or distract visitors, resulting in a loss of conversions. Friction-causing website elements can be complex navigation links, cluttered boxes, CTAs with a lack of visual contrast, etc.

Funnel

A conversion funnel is a marketing model that illustrates all steps taken by a customer towards purchasing a product from a website.

Funnel Testing

Funnel testing involves executing A/B tests across all web pages of a website funnel.

G

Gamification

Gamification is the practice of introducing game-style offers to potential/existing customers. The idea is to encourage them to complete more transactions — in a fun and engaging way. Loyalty program is an example of a gamification strategy.

General Data Protection Regulation (GDPR)

GDPR is an important regulation that safeguards the usage of Personal Identifiable Information (PII) to protect the privacy of European website visitors' personal information.

Geo-Fencing

Geo-fencing is the practice of targeting users based on their location. It involves using GPS/map technology to create a virtual boundary around a physical location and sending targeted messages to users when they enter the area.

Geo-Targeting

Geo-targeting is the process of delivering customized content to visitors based on their geography.

Growth Hacking

Growth hacking is the use of low-cost and innovative marketing techniques combined with search engine optimization, website analytics, content marketing, and A/B testing to increase a business' popularity and conversions.

H

Headline Testing

Headline testing is the practice of creating multiple versions of titles for an article or piece of online media so that they may be tested on various audience groups to see which one performs the best.

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Heatmaps

A heatmap is a visual depiction of data that shows how users interact with a website, showing where they click or don’t, for example. They are crucial in determining what functions well or incorrectly on a web page.

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Hero Image

Hero image is the most prominent banner or image present on a website. The hero image is usually the first visual of a website that visitors encounter.

Hesitation Time

Hesitation time is a field-level stat in a form analytics report that shows the time spent by the visitor on the field when they were not actively filling it up.

Hyper-personalization

Hyper-Personalization is a kind of user-level personalization algorithm that focuses on treating every customer as an individual and tailoring the content served to them accordingly.

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Hypothesis

A hypothesis is an idea derived from observing the behavior patterns of visitors in an attempt to improve their experience on the website. The hypothesis is then tested to prove or disprove it by understanding the impact on goals associated with it.

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I

Impressions

The number of times an ad is displayed to online visitors is counted as impressions.

Information Scent

Information scent helps visitors predict what kind of information they are likely to get from your website in the next scroll/scrolls, clicks, and so on by navigating a page.

Interruption

Interruption is a practice of providing attention-grabbing content to website visitors that purposely breaks their usual website navigation experience. Exit pop-ups can be considered as a form of interruption.

J

JS Variable

JS variable is a targeting condition that evaluates a custom criteria using javascript variables defined on a page.

L

Landing Page

Landing page is the web page that visitors are directed to when they click on an ad (or a link from a campaign). A landing page can be a lead generation page or a click-through page.

Landing Page Optimization

Landing page optimization is the process that involves assessing landing pages, making adjustments, and testing the results to enhance user experience and eventually boost conversions.

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Latent Conversion

When visitors complete a conversion on their follow-up visit to a webpage (and not on the first visit itself), it is known as a latent conversion.

Lead Generation

Lead generation refers to generating visitor interest into a product or service with the aim of converting that interest into a sale.

Leads

Leads are potential customers for a business who have already shown interest by providing their contact information — permitting the company to contact them.

Lifetime Value

Lifetime value is the total profit that a business is expected to earn from a customer over their entire future relationship with the company.

Live Chat

Live chat is a real-time chat-based customer support service that websites provide to their visitors.

Long Tail Keywords

Long tail keywords are search phrases that usually include more than three words. Long-tail keywords describe a search query comprehensively.

M

Meta Tag

Meta tag is an HTML tag that allows webmasters to insert text description of a web page. The meta description for web pages appears with their links in search engine results.

Microsite

microsite s a small website — usually different from a company’s main website — that has succinct content and is related to a specific campaign.

Mobile App A/B Testing

Mobile app A/B testing is an experiment where two versions of a mobile app are compared to see which one drives more conversions and delivers the better user experience.

Multi-Armed Bandit Testing

Multi-armed bandit testing leverages machine learning algorithms and dynamically allocates traffic to versions of your webpage that are performing well at a given time to maximize your website’s output.

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Multi-Variate testing vs A/B testing

Both A/B and MVT use the same testing process, which involves splitting designs among several website users and identifying which website variation has the most influence on company KPIs based on how visitors engage with the variation after viewing it. But the distinction depends on what is being tested. In contrast to an A/B test, which changes and tests just one element, an MVT may modify and test many elements…

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Multivariate Testing

Multivariate Testing (MVT) is a derivative algorithm of traditional A/B testing that allows you to test multiple changes on the page by generating all possible combinations of these changes at different places on your webpage and testing them in parallel.

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N

Null Hypothesis

The null hypothesis is the hypothesis that the control and variation in a test are equivalent. In hypothesis testing methodology, the null hypothesis and the alternate hypothesis cover the entire set of possible outcomes.

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O

Omnichannel Marketing

An omnichannel marketing approach involves nurturing leads and engaging users. It ensures a positive and seamless customer experience through the integration of multiple offline (retail store, events, call centre) and online channels (website, app, social media, email, SMS, WhatsApp) while maintaining a consistent brand presence. 

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On-Page Surveys

An on-page survey is a tool that allows you to gather feedback on a particular page of your website from visitors by conducting a survey and asking them questions about it. These surveys are usually embedded within the page for which feedback is required and are simple, straightforward, and quick to complete.

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Organic Traffic

Organic traffic is the traffic coming to a website through non-paid search engine results.

P

Personalization

Personalization is essentially used to refer to a variety of algorithms and strategies that online businesses use to customize the experience on their websites for different segments of the audience.

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Proximity

Proximity is a web designing practice that directs a webmaster to group similar or related website elements together, and place unrelated or dissimilar elements apart.

Q

Qualitative Visitor Research

Qualitative visitor research involves the use of research tools like heatmaps, session recording, form analysis, and so on to track and analyze visitors’ browsing pattern on a webpage or website based on their real-time behavior. It allows you to gauze beyond just numbers and dive deep into visitors’ behavioral pattern to glean valuable visitor behavior insights.

Quantitative Visitor Research

Quantitative visitor research involves the use of research tools like Google Analytics to gather numerical data on your website performance. This method provides the exact numerical data on a website or webpage’s conversion rate, bounce rate, average session time, and other such quantifiable data.

R

Responsive Website Design (RWD)

A website with responsive design adapts its layout to that of the viewing environment (mobile, desktop or tablet) to provide an optimum viewing experience to visitors.

Retargeting

Retargeting is the practice whereby website visitors are shown ads/banners about the things they earlier browsed but didn't convert. Retargeting is used to push those visitors for a conversion who have already shown some interest in the website.

Revenue Per Visitor (RPV)

Revenue per visitor or RVP is the average revenue that a website earns from each of its visitors. RPV is considered as the most appropriate metric that is used to measure an ecommerce store’s performance.

S

Sample Size

Sample size in A/B testing is the set of visitors that determine the conversion rate of different variations of a website.

Scarcity

Scarcity is a psychological tactic that marketers use to push visitors towards a conversion action. It takes advantage of the human fear of 'shortage' or in today's terms, FOMO (fear of missing out) - “Only 5 items left” and “Sale only till 8 PM” are some examples where scarcity marketing is used.

Scrollmap

A scrollmap is a type of website heatmap that provides a visual representation of a user’s scrolling behavior. It offers insights into how users scroll across a specific website area, allowing for the identification of UX improvements, the implementation of changes, and a boost in conversions.

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SERPs

SERPs is an acronym for Search Engine Result Pages. The ultimate goal of SEO strategies is to make websites appear on the top of a SERP.

Server Side Testing

Server side testing is the practice of testing variations by directly rendering them on the server itself to a defined audience segment. This is most suitable for testing product features before rolling them out to the entire audience base.

Session Recording

Session recording is a powerful tool that provides a recorded presentation of how a user navigates a website or mobile application. It operates by recording visitor actions such as clicks, mouse movements, and page scrolling as they move across the website.

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Social Proof

Customer testimonials, product reviews, and trust badges make up the social proof of a website.

Split Testing

Split testing is a synonym for A/B testing.

Split-Url Testing

In a Split-URL test, you create multiple versions of your website hosted on different URLs. On these versions, traffic is distributed randomly and a randomized controlled experiment is conducted. The performance of each of the variant is monitored and evaluated to identify the most effective variation. A split test enables you to determine which of multiple variations of your web pages has a higher conversion rate for your visitors.

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Standard Error

The degree to which the result of an A/B test can be apart from the actual figure is called standard error.

Statistical Significance

In a hypothesis test, a result is declared statistically significant if one can rule out the possibility to obtain a result by a random chance, and instead attribute it to a truly existing effect.

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T

Test Duration

The test duration comes from a sample size calculator which estimates the number of samples needed to estimate a significant effect within the chosen error bounds correctly. This calculation is performed before running an experiment to plan resources such that a timeline of an experiment is decided.

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Test Hypothesis

Test hypothesis is a tentative assumption that changing a specific element(s) of a website will lead to higher number of conversions. Establishing a test hypothesis is the first step towards executing an A/B test.

Title Tag

Title tag is an HTML tag — a part of meta tags — that defines the title of a web page. A web page's title tag is displayed above its meta description in SERPs.

Trust Badges

Trust badges are small logos or icons that convince visitors about the safety and credibility of the website.

Type-1 Error

In an A/B test, if both variations are similar and don’t affect the metric being tested any differently, an error may occur where the null hypothesis is rejected after the test concludes. In such a case, if it’s determined that there is a statistical difference between the variations, the result is a Type I error.

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Type-2 error

During the hypothesis testing process, when the competing variations affect the experiment's metric differently but the test fails to reject the null hypothesis (representing no effect), then it is called a Type-I error or a False Negative.

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U

Unique Visitors (UUID)

Unique visitors is the number of distinct visitors of a website out of its total traffic. Unique visitors are tracked using cookies.

Upsell

Upselling is a practice of offering a higher value (and usually more expensive) product/service to an existing customer.

Usability

Usability refers to the ease of use of a website. The usability of a website can be tested by hired experts, who thoroughly analyze the website and provide suggestions for improvement.

User Generated Content (UGC)

User generated content is content in the form of text, images, and videos that are submitted by users to a website as a part of some campaign.

User Intent

User intent is the end goal that a user wants to fulfill through submitting queries on search engines. Understanding user intent is imperative for ranking well in search engines. This is how the focus on SEO is changing from keywords to user intent.

User Testing

User testing is the process of knowing how the consumer will perceive your product/service and the whole experience with your brand in a controlled environment.

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V

Visitor Segmentation

Visitor segmentation refers to the practice of identifying certain user groups sharing common characteristics that have a conversion rate very different from the conversion rate when all visitors are considered for analysis. Segmentation analysis is useful to move the metrics in a positive direction by enabling businesses to build a personalized experience for their visitor segments.

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W

Web Push Notification

Web push notifications are clickable pop-up messages that appear on your users’ browsers irrespective of which device they use or which browser they are on. Subscribers can be anywhere on the browser and still receive these messages as long as they are online or have their browsers running on their devices.

Website Banner

A website banner is a form of digital advertisement which is mostly a rectangular graphic displayed on a website and, is usually, the first contact a potential customer has with a brand. When users click on a banner, they generally are redirected to the advertiser’s own website. 

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Whitespace

Whitespace is a design strategy which involves using blank spaces for directing attention towards a valuable website elements such as a CTA.

Widgets

Widgets are prebuilt plugins that get quickly inserted into the website's main content and act as standalone apps. The real-time website data is used by widgets, which may be customized to react to the identity of the website. 

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Z

Z-Index

Z-index is a css parameter that measures how elements are stacked when they overlap.

All you Need to Know About Conversion Optimization Get the Guide