Conversion
A/B test
An A/B test is an experiment in which site visitors are randomly split into two groups: one sees the current version of a page (A, the control), the other sees a modified one (B, the variant), and a metric chosen in advance shows which version performs better.
Conversion rate
Conversion rate is the share of visitors or visits in which a person took the action you want: bought, left a request, subscribed. It is counted as the number of target actions divided by the number of visitors (or sessions), multiplied by 100%.
Cart abandonment
Cart abandonment is when a shopper adds products to an online store's cart but leaves without placing an order. The cart abandonment rate shows what percentage of created carts never became an order.
How to choose what to improve first (ICE, PIE)
Hypothesis prioritization is a way to order ideas for improving a site (change a button, rewrite the delivery info, simplify a form) by expected benefit and difficulty, so you do first what gives the most for the least effort. The best-known simple models are…
CRO (conversion rate optimization)
CRO (conversion rate optimization) is a systematic process of increasing the share of site visitors who take a desired action: buy, leave a request, subscribe. It relies on research into user behavior, hypotheses and testing changes, including A/B tests.
Micro-conversion
A micro-conversion is a small action by a visitor that does not bring in money right away but leads to the site's main goal (the macro-conversion): for example, adding a product to the cart, starting checkout or subscribing to a newsletter.