A/B Testing
A/B Testing is an experiment comparing two versions of a message, page, ad, or element to see which performs better.
Interactive Theory Glossary
CRO and Lead Generation Definitions
Browse CRO and Lead Generation definitions from Interactive Theory.
24 definitions
A
Appointment Booking
Appointment Booking is a conversion where a user schedules a meeting, consultation, service, demo, or visit.
C
Call Tracking
Call Tracking is measurement that attributes phone calls to marketing channels, campaigns, keywords, or landing pages.
Chatbot
Chatbot is automated chat software that answers questions, qualifies leads, or routes users.
Checkout Abandonment
Checkout Abandonment is when users begin checkout but leave before completing a purchase.
Click Map
Click Map is a heatmap focused on where users click or tap.
Click-to-Call
Click-to-Call is a clickable phone link or button, especially on mobile, that starts a phone call.
Consultation Request
Consultation Request is a lead action where a prospect asks to speak with a business or specialist.
Conversion Funnel
Conversion Funnel is the staged journey users move through from first interaction to conversion.
Conversion Path
Conversion Path is the sequence of steps a visitor follows before completing a conversion.
Conversion Rate
Conversion Rate is the percentage of users who complete a desired action after interacting with a page, email, ad, or campaign.
Conversion Rate Optimization
Conversion Rate Optimization is the systematic process of improving a website, page, or funnel so more qualified visitors take desired actions.
CRM
CRM is customer relationship management software used to store contacts, leads, deals, activities, and customer history.
CRO
CRO is conversion rate optimization, the discipline of improving the percentage of users who complete important actions.
D
DNI
DNI is dynamic number insertion, a call tracking method that changes displayed phone numbers for attribution.
Dynamic Number Insertion
Dynamic Number Insertion is a call tracking technique that swaps phone numbers based on traffic source or session data.
F
Form Abandonment
Form Abandonment is when users begin filling out a form but leave before submitting it.
Form Submission
Form Submission is the completed action of sending information through a website form.
Friction
Friction is anything that slows, confuses, distracts, or discourages users from completing an action.
G
Gated Content
Gated Content is content that requires a user to provide information before accessing it.
H
Heatmap
Heatmap is a visual report showing where users click, tap, move, or scroll on a page.
L
Landing Page Optimization
Landing Page Optimization is improving a landing page’s message, design, speed, form, proof, and CTA to increase conversions.
Lead Capture
Lead Capture is the process of collecting contact information from potential customers.
Lead Form
Lead Form is a form designed to collect prospect information such as name, email, phone, company, or project details.