Glossary

A practical glossary of terms in CRO, experimentation, performance marketing and AI. Written to be useful in practice — not just correct in theory.

CRO & Conversion

The share of visitors who complete a desired action — the foundation of all conversion optimization.

Conversion Rate Optimization — the systematic work of increasing the share of visitors who do what you want them to do.

The method of comparing two versions against each other to find out which one performs better.

Cost Per Acquisition — what it costs to acquire a customer or conversion.

Marketing where every dollar is tracked against results — not just visibility.

Return on Ad Spend — how much revenue each ad dollar generates.

Customer Acquisition Cost — the total cost of acquiring a new customer.

Lifetime Value — the total value a customer generates over the entire relationship.

Andreas Cederblad Δ