Conversion Rate Optimization (CRO)
The process of improving the user experience of a website with the goal of increasing the percentage of visitors that convert into customers.
A holistic approach to eCommerce growth. It is about user centric design, technical implementation, applied statistics, web analytics, and most importantly a dedication to continuous improvement through a cycle of testing and learning. It requires a curiosity to constantly identify new opportunities for improvement, develop hypotheses, and test solutions.
Landing Page Optimization
The process of creating, monitoring and tweaking landing pages to maximize the conversion of traffic.
A research and data based, semi fictional representation of your ideal customer.
Targeting your most profitable customer and those with the highest profit potential. These can include frequent shoppers, high average order values, few returns, customers that provide reviews, responsive customers (ie. respond to special offers and promotions).
A/B Testing (aka Split Testing)
A/B testing splits traffic into two different variations of a site. This allows marketers to test how specific changes impact behaviour on a site, independent of things that can also impact behaviour like promotions etc.
Shopping Cart Abandonment
The term applied to a customer after they browse a site, add products into their shopping cart, and at checkout leave the merchant’s site without completing their purchase.