21 Must-Know Terms Used in Conversion Rate Optimisation

Bust conversion rate optimisation jargon with our list of 21 need-to-know terms

Conversion Rate Optimisation or (CRO) for short, is the art and science of transforming curious visitors into dedicated customers.

Like any industry, CRO comes with a load of jargon!

Understanding this tech speak is going to help you navigate the conversion rate optimisation industry and ultimately help in your online success.

In this post we're going to dive into 21 of the most common terms you need to know.

By the end of this post you'll have learned how to talk the talk.

Let's dive in!

Conversion rate optimisation terms

1. Conversion Rate (CR):

The percentage of visitors who take the desired action, like making a purchase or filling out a form, out of the total number of visitors to your landing page.

For example, if you have 100 visitors to your landing page, and 6 of them buy your product - you have a %6 conversion rate.

2. Landing Page:

A standalone web page designed with a specific goal in mind, such as encouraging users to sign up for a newsletter or buy a product.

This is different to your standard home page.

3. A/B Testing:

Comparing two versions of a landing page (A and B) to determine which one performs better in terms of conversion rates.

4. Call to Action (CTA):

An explicit prompt that encourages visitors to take a specific action, like "Buy Now" or "Sign Up Here."

5. Above the Fold:

The part of the landing page that is visible without scrolling. It's prime real estate for grabbing visitors' attention.

6. User Experience (UX):

The overall experience a visitor has on your landing page, encompassing design, ease of use, and navigation.

7. Heatmap:

A visual representation of where visitors click or spend the most time on your page, helping you identify hotspots for optimization.

8. Conversion Funnel:

The series of steps a visitor goes through to become a customer, from landing on your page to completing the desired action.

9. Value Proposition:

The unique benefits or solutions your product or service offers to visitors, motivating them to convert.

10. Social Proof:

Incorporating testimonials, reviews, or badges to show that others have successfully benefited from your offering.

11. Exit Intent Popup:

A popup that appears when a user is about to leave your page, often offering a last-minute incentive to keep them engaged.

12. Split URL Testing:

Testing completely different landing page URLs to see which version drives better conversion rates.

13. Multivariate Testing:

Testing multiple elements on a page simultaneously to find the optimal combination for conversions.

14. FOMO (Fear of Missing Out):

Creating urgency and scarcity to motivate users to convert by implying that they might miss out on a great deal.

15. Click-Through Rate (CTR):

The percentage of users who click on a specific link or button, often used to measure the effectiveness of CTAs.

16. Trust Signals:

Visual cues like security badges, SSL certificates, or recognizable payment icons that build trust with visitors.

17. Conversion Goal:

The primary action you want visitors to take, such as making a purchase, signing up, or downloading a resource.

18. Analytics:

Collecting and analyzing data about user behavior on your landing page to make informed decisions for optimization.

19. Conversion Rate Funnel:

A visual representation of the stages a user goes through before converting, often divided into awareness, consideration, and decision stages.

20. Scroll Depth Tracking:

Measuring how far users scroll down a page to identify which content is most engaging and which might need optimization.

21. Statistical Significance:

Statistical significance is a CRO cornerstone that gauges whether changes in your A/B tests have true impact or are mere chance.

It ensures your observed conversion rate differences are reliable, not random.

By setting confidence levels like 95%, you validate meaningful improvements, guiding confident decisions in your optimization journey.

That's a wrap!

Congratulations! You're now armed with the essential knowledge to supercharge your conversion rate optimization journey.

Remember, CRO is not a one-size-fits-all endeavor, so feel free to experiment, adapt, and fine-tune your landing pages to resonate with your unique audience.

Ready to get more sales on your landing page?

Check out Crazy Conversions - The new playbook helping people get more conversions on their landing page with science, psychology and UX design.

Crazy Conversions landing page playbook

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Crazy Conversions landing page playbook

Are you in design portfolio pain?

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