Plain-English definitions for UX, product, user research, accessibility, service design, CRO, AI, and digital strategy terms used in day-to-day digital work.
Showing 75 of 388 terms
Conversion Optimisation · User Experience
Friction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.
View glossary termConversion Optimisation
Conversion rate is the percentage of users who complete a desired action compared to the total number of users.
View glossary termConversion Optimisation
A conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.
View glossary termConversion Optimisation
A funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.
View glossary termConversion Optimisation
A conversion funnel is a specific type of funnel focused on the steps users take to complete a conversion, highlighting progression and drop-off points.
View glossary termConversion Optimisation
Drop-off refers to users leaving a journey before completing a desired action or reaching the next step.
View glossary termConversion Optimisation
Drop-off rate is the percentage of users who leave a process at a specific stage without progressing further.
View glossary termConversion Optimisation
Click-through rate (CTR) is the percentage of users who click on a link, button, or element compared to the number of users who see it.
View glossary termConversion Optimisation
Bounce rate is the percentage of users who leave a website or page without taking any further action or interacting beyond their initial visit.
View glossary termConversion Optimisation
Engagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.
View glossary termConversion Optimisation
Acquisition is the process of attracting new users or customers to a product, service, or platform.
View glossary termConversion Optimisation
Retention rate is the percentage of users who continue to use a product or return over a given period of time.
View glossary termConversion Optimisation
Lifetime Value (LTV) is the total revenue a customer is expected to generate over the entire duration of their relationship with a product or business.
View glossary termConversion Optimisation
Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing, sales, and related expenses.
View glossary termConversion Optimisation
Average Order Value (AOV) is the average amount spent each time a customer places an order.
View glossary termConversion Optimisation
A lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.
View glossary termConversion Optimisation
Lead generation is the process of attracting and capturing potential customers’ interest and information.
View glossary termConversion Optimisation
Attribution is the process of identifying which channels, interactions, or touchpoints contributed to a conversion.
View glossary termConversion Optimisation
A channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.
View glossary termConversion Optimisation
Traffic refers to the number of users visiting a website, app, or digital product over a given period.
View glossary termConversion Optimisation
A session is a single period of user interaction with a product, from entry to exit within a defined timeframe.
View glossary termConversion Optimisation
An impression is recorded each time content, an ad, or a link is displayed to a user, regardless of whether they interact with it.
View glossary termConversion Optimisation
Conversion intent describes a user’s likelihood or readiness to complete a desired action, such as making a purchase or signing up.
View glossary termConversion Optimisation
User intent is the underlying goal or reason behind a user’s action, search, or interaction.
View glossary termConversion Optimisation
Purchase intent is a specific type of user intent that indicates a user is considering or ready to make a purchase.
View glossary termConversion Optimisation
User behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.
View glossary termConversion Optimisation
Scroll depth measures how far users scroll down a page, indicating how much content they view.
View glossary termConversion Optimisation
Interaction rate is the percentage of users who interact with elements such as buttons, links, or features compared to those who view them.
View glossary termConversion Optimisation
Exit rate is the percentage of users who leave a website or journey from a specific page, regardless of how they arrived there.
View glossary termConversion Optimisation
Engagement rate is the percentage of users who interact with content or features compared to the total number of users who see them.
View glossary termConversion Optimisation
A conversion path is the sequence of interactions and steps a user takes before completing a conversion.
View glossary termConversion Optimisation · User Experience
Efficiency measures how quickly and easily users can complete tasks once they are familiar with a system.
View glossary termConversion Optimisation · User Experience
A decision point is a moment in a user journey where a user must choose between actions that affect what happens next.
View glossary termConversion Optimisation
User motivation is the underlying reason or drive that causes a user to take action.
View glossary termConversion Optimisation
A trust signal is any element that increases user confidence in a product, service, or decision.
View glossary termConversion Optimisation
Social proof is evidence that other people have used, trusted, or benefited from a product or service.
View glossary termConversion Optimisation
Credibility is the perceived trustworthiness and authority of a product, brand, or system.
View glossary termConversion Optimisation
An experiment is a structured test used to evaluate hypotheses and measure outcomes.
View glossary termConversion Optimisation
A variant is a version of a design or experience used in testing or experimentation.
View glossary termConversion Optimisation
Statistical significance indicates whether the results of an experiment are likely due to real effects rather than chance.
View glossary termConversion Optimisation
Loss aversion is a psychological bias where people prefer avoiding losses over acquiring equivalent gains.
View glossary termConversion Optimisation
The framing effect is a cognitive bias where decisions are influenced by how information is presented.
View glossary termConversion Optimisation
Anchoring bias is a cognitive bias where people rely heavily on the first piece of information they see.
View glossary termConversion Optimisation
Choice overload occurs when too many options make decision making difficult and reduce the likelihood of action.
View glossary termConversion Optimisation
The Default Effect is a cognitive bias where users are more likely to choose a pre-selected option.
View glossary termConversion Optimisation
The Scarcity Principle is a psychological concept where limited availability increases perceived value.
View glossary termConversion Optimisation
Commitment and Consistency is a principle where people are more likely to follow through with actions that align with previous commitments.
View glossary termConversion Optimisation
The Reciprocity Principle is a psychological concept where people feel obligated to return a favour.
View glossary termConversion Optimisation · User Experience
Moments of truth are critical points in a journey where users form strong impressions about a product or service.
View glossary termConversion Optimisation
Event tracking is the process of capturing specific user actions within a system for analysis.
View glossary termConversion Optimisation
An attribution model defines how credit is assigned to different touchpoints in a user journey for contributing to a conversion.
View glossary termConversion Optimisation
Cohort analysis groups users based on shared characteristics to analyse how those groups behave over time.
View glossary termConversion Optimisation
A confidence interval is a statistical range that estimates where the true value of a result is likely to fall.
View glossary termConversion Optimisation
User confidence that a product, service, or organisation will do what it promises.
View glossary termConversion Optimisation
Dividing users into groups based on shared characteristics or behaviour.
View glossary termConversion Optimisation · User Experience
Confidence is the level of certainty in a decision or outcome based on available evidence.
View glossary termConversion Optimisation · User Experience
Task completion measures whether users can successfully complete a specific task.
View glossary termConversion Optimisation · User Experience
Success rate is the percentage of users who successfully complete a task.
View glossary termConversion Optimisation
A primary action is the main action a user is expected to take on a screen or within a journey.
View glossary termConversion Optimisation
A call to action is a prompt that encourages users to take a specific action.
View glossary termConversion Optimisation
A hypothesis is a testable assumption about how a change will impact an outcome.
View glossary termConversion Optimisation
Quantitative data is numerical information used to measure behaviours and performance.
View glossary termConversion Optimisation · User Experience
A behaviour pattern is a repeated way in which users interact with a product or system.
View glossary termConversion Optimisation · User Experience
Decision points are moments in a journey where users must choose between options or actions.
View glossary termConversion Optimisation · User Experience
Clarity is how easily users can understand what is happening and what they need to do.
View glossary termConversion Optimisation
Journey breakdown is the process of analysing a user journey step-by-step to identify issues and opportunities.
View glossary termConversion Optimisation
Optimisation is the process of improving a product or journey to increase performance, usability, or conversion.
View glossary termConversion Optimisation · User Experience
Mixed methods research combines qualitative and quantitative approaches to gain a more complete understanding.
View glossary termConversion Optimisation · User Experience
Behavioural data captures what users actually do within a product or service.
View glossary termConversion Optimisation · User Experience
Task success rate measures the percentage of users who successfully complete a given task.
View glossary termConversion Optimisation
Session recording captures user interactions within a product for later analysis.
View glossary termConversion Optimisation
A heatmap is a visual representation of user interaction data, showing areas of high and low activity.
View glossary termConversion Optimisation
Clickstream data tracks the sequence of pages and interactions a user takes during a session.
View glossary termConversion Optimisation · Strategy
Search intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.
View glossary termConversion Optimisation · Strategy
Content authority refers to how trustworthy and credible content is perceived to be by search engines, AI systems, and users.
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