Conversion & UX terms

A controlled experiment comparing two versions for a defined outcome.

What visitors see first, before any scrolling, at the top of a page.

Designing products so people with disabilities can perceive, understand, and use them.

The share of new users who complete a key early action that signals real value.

The point when a new user first clearly experiences a product's core value.

The tendency to rely heavily on the first number or fact seen when judging value.

The number of things a visitor can do on a page compared with its one conversion goal.

The study of how psychology and bias shape real economic and buying decisions.

Changing onsite content or offers based on how a visitor behaves during their visit.

Asking users to group and label topics to guide how content should be organized.

Starting a shopping cart without completing the purchase.

When too many options make deciding harder and less likely.

A heatmap showing where visitors click most on a page.

The mental effort a person needs to understand and use an interface.

People tend to act in line with earlier commitments they have made, especially public ones.

Any obstacle that stops a visitor from completing a desired action.

The staged path a visitor follows from first contact to a completed goal like a purchase or signup.

The increase in conversion rate a change produces compared with a baseline or control.

The practice of increasing the share of visitors who take a desired action.

Designing a page around one goal so every element guides visitors toward that action.

The sequence of interactions surrounding a customer's need and relationship with a brand.

A click on something that looks interactive but does nothing.

The decline in decision quality after making many choices in a row.

People tend to accept a preselected option rather than actively changing it.

A shared library of reusable components, patterns, and rules for building consistent products.

Automatically swapping page text to match a visitor's search term, ad, or attributes.

A simple grid capturing what a user says, thinks, does, and feels.

People value something more once they feel they own or have chosen it.

A signal that a visitor is about to leave the page.

A message shown when a visitor appears about to leave the page.

Measuring where and how long people look on a screen using specialized equipment.

A common eye-tracking pattern where people scan text-heavy pages in an F shape.

The rule that a target is faster to reach when it is bigger and closer.

The line where the visible part of a page ends before the user scrolls.

When users start filling a form but leave before submitting it.

Improving a form's fields so more people complete it accurately.

A limited period of product access at no cost meant to encourage a purchase.

The rate at which free-plan users upgrade to a paid plan.

Anything that makes a task harder or slower and discourages users from finishing.

Rules describing how people naturally group visual elements into organized, meaningful patterns.

A visual summary showing where measured activity is concentrated.

The large, prominent top area of a page that introduces the main message.

The idea that decision time grows as the number of choices increases.

How content is organized, labeled, and connected so people can find what they need.

A visual of a person's full experience with a brand across stages and touchpoints.

A focused webpage designed around a specific audience and action.

The ongoing practice of improving a landing page so more visitors take the intended action.

A form that collects contact details from potential customers.

A high point reached by small tweaks that still falls short of a much better design.

People feel the pain of a loss more strongly than the pleasure of an equal gain.

The primary goal action that defines success for a page or campaign.

How closely a landing page's content matches the ad or link that sent the visitor.

A small, low-commitment action that signals progress toward a bigger goal.

A smaller action that indicates progress toward a primary conversion.

A small, focused moment of feedback or animation triggered by a single user action.

How easily people can read, navigate, and complete tasks on a small touchscreen device.

A static, high-detail visual of a design showing its final look but not interaction.

A usability session guided live by a facilitator who observes and asks questions.

A promise to refund a buyer's payment if they are unsatisfied within a stated period.

Recording cursor movement and position to infer where visitors focus attention.

A form split into several smaller screens completed in sequence.

A test that varies several page elements at once to find the best-performing combination.

Designing the menus and links that help people move through a site or app.

Ten broad rules of thumb used to evaluate and improve interface usability.

A small change to how choices are presented that steers behavior without forcing it.

Anything that slows or blocks new users from reaching value during setup.

A barrier that restricts content or features until the user pays.

People judge an experience mainly by its most intense moment and how it ended.

How fast an interface feels to users, which can differ from its measured speed.

A concise representation of a meaningful audience type based on evidence.

Software that tailors page content to each visitor using data about them or their behavior.

The main call to action that pushes visitors toward the page's most important goal.

Software that suggests products to shoppers based on behavior, catalog data, or similar users.

A go-to-market strategy where the product itself drives signups, adoption, and paid expansion.

A visual cue showing how far along a user is in a multi-step task.

Showing only essential options first and revealing more detail as the user needs it.

An interactive or clickable model of a product used to test flows before building.

Rapid repeated clicks in one spot that signal user frustration.

The tendency to feel obligated to return a favor after receiving something first.

A layout that automatically adapts its structure to fit any screen size or window.

Shifting the perceived risk of buying from the customer to the seller to ease hesitation.

A message showing limited stock or availability to encourage visitors to act sooner.

A heatmap showing how far down a page visitors scroll.

A supporting call to action for users not ready for the main goal.

A badge showing a site uses security measures such as encryption or malware scanning.

Running experiments one after another, or evaluating results as data arrives over time.

A replay of a real visitor's actions on a site, like clicks, scrolls, and movement.

A placeholder layout of gray shapes shown while real content loads into a page.

A call to action that changes its text or offer based on who the visitor is.

Evidence that other people have chosen valued or trusted an offer.

An onsite element that shows reviews, ratings, or recent activity to build visitor confidence.

A threshold used to judge whether an observed result is unlikely under a null model.

A call-to-action button that stays visible on screen as the visitor scrolls the page.

A navigation bar that stays fixed at the top of the screen while the user scrolls.

A single, linear sequence of steps to complete one specific task.

How many experiments a team runs in a given period, often per month or quarter.

Testing whether people can find items in a text-only version of your site structure.

A small graphic that signals a site is safe, credible, or endorsed to reassure visitors.

An element that reassures visitors a site or business is credible and safe.

The distinct factor that sets a product apart from its competitors.

A usability session participants complete alone, without a live facilitator.

A countdown clock that pressures visitors to act before an offer or deadline expires.

Watching real people attempt tasks on a product to find where they struggle.

The overall quality of a person's interaction with a product, site, or service.

A diagram of the steps and choices a person takes to reach a goal.

The visual and interactive layer people use to operate a website, app, or device.

A broad term for evaluating a product with real or representative users.

A clear explanation of the value an offer provides to a specific audience.

A short statement of the specific benefit a product gives and why it is worth choosing.

The arrangement of elements to signal their order of importance and guide the eye.

A set of published guidelines for making web content usable by people with disabilities.

The empty space around and between elements that gives a layout room to breathe.

The test version that outperforms others on the chosen goal by a reliable margin.

A simple, low-detail layout that shows structure and content placement without styling.

A scanning path where the eye moves across the top, diagonally, then across the bottom.