“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.
QA is an acronym for “Quality Assurance”. In web development, this term is broadly applied to the tests and checks that should occur before any new code is published to a customer-facing website.
An AB Test is a test between an existing page or element, and a new design or variation. Traffic is generally split equally, with half going to the current page, and half to the new variation.
Statistical significance applies to the mathematical calculation to ascertain whether the results seen during the testing period are likely to continue beyond that period.
A false positive is caused when a test appears to have generated a lift in conversion, but due to low volumes during the test, the conversion rates are in fact unstable, and could actually vary greatly over a longer period.
‘Conversion points’ are the goals of a particular website or page that you might look to optimise for. This would typically be sales, registrations or downloads.
‘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.
LTV, or LifeTime Value, is the calculation of the value of a customer over the lifetime of their spending relationship with your business. LifeTime Value is often used in customer acquisition marketing to rationalise expenditure on media and advertising.