Conversion & UX terms

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.