“CTA” is an acronym for Call To Action, and generally refers to buttons that are inciting a visitor to take a particular action. The vast majority of websites will utilise CTAs of some sort, regardless of their purpose, in order to steer visitors towards the main goals of the site.


“WYSIWYG” is an acronym for What You See Is What You Get and refers to conversion rate optimisation tools that utilise a visual editor to make changes. The purpose of these tools is enable non-technical marketers to engage in optimisation by removing the need for code knowledge.


‘Uplift’ is the performance of a test variant against the test control (or ‘original version’) for a particular metric and is usually represented as a percentage or a financial value. Example: The test on the Basket page drove an uplift of 6% on conversion to Purchase last month.