CRO Glossary

71 conversion rate optimization terms, explained for teams running marketing sites on Webflow. Each entry answers one question in plain English, and where it matters, gives you the traffic or sample size you need before you trust the result.

We wrote it the way we run CRO for B2B SaaS clients: what to measure, what each method can and cannot tell you, and what to test next. No padded definitions.

Browse by Category

Behavior analytics

See what visitors actually do on the page, before you decide what to change.

• Website heatmap — Where behavior concentrates across all traffic
• Click map — Clicks and taps, including on things that are not links
• Scroll map — How far down the page visitors get
• Scroll depth — Scroll reach as a measurable metric
• Attention map — Cursor-based proxy for where people look
• Rage click — Repeated clicks that signal frustration
• Dead click — Clicks that trigger nothing
• Session recording — One visitor's session, replayed
• Session replay — Reconstructed sessions for diagnosis
• Form analytics — Field-level behavior inside forms
• Form abandonment — Where and why forms get left half-done
• User behavior analytics — The whole category, and how the tools fit together

Testing

Prove a change works before you ship it to everyone.

• Split testing — Two versions, one winner
• Split URL testing — Testing separate pages against each other
• Multivariate testing — Several elements tested at once
• Webflow A/B testing — Running experiments on a Webflow site
• Statistical significance — When a result is unlikely to be chance
• Bayesian A/B testing — Probability-based alternative to classic stats
• Sequential testing — Checking results early without breaking the math
• Guardrail metrics — What must not get worse while you win
• Holdout group — Visitors kept out to measure true impact
• Novelty effect — Early lifts that fade once the change is familiar

Metrics and funnel

The numbers that tell you where revenue leaks.

• Conversion funnel — The steps between first visit and conversion
• Funnel analysis — Finding the step that loses the most people
• Drop-off rate — Share of visitors lost at each step
• Macro conversion — The action the business actually needs
• Micro conversion — Smaller steps that lead there
• Goal completion — Tracking the outcomes you defined
• Event tracking — Recording the actions that matter
• Landing page conversion rate — Page-level conversion, measured correctly
• Mobile conversion rate — Why mobile usually converts differently
• Revenue per visitor — Conversion and order value in one number
• Average order value — How much each order is worth
• Cart abandonment — Carts started and never paid for
• Bounce rate — Single-page visits, and when that is fine
• Exit rate — Where sessions end
• Time on page — What the number measures, and what it does not
• Cohort analysis — Comparing groups that started at the same time
• Segmentation analysis — Splitting traffic before drawing conclusions

Page levers

The parts of a page you can change, and why they move conversion.

• Landing page optimization — Improving one page for one goal
• Checkout optimization — Removing friction where money changes hands
• Above the fold — What visitors see before the first scroll
• Message match — Keeping the page consistent with the ad or link
• Information scent — Cues that tell visitors they are on the right path
• Trust signals — Proof that lowers the risk of saying yes
• Social proof — Other people's choices as evidence
• Cognitive load — How much thinking a page demands
• Hick's law — More choices, slower decisions
• Fitts's law — Target size, distance, and click speed
• Anchoring bias — How the first number frames the rest
• Scarcity marketing — Limited availability, used honestly
• Exit intent popup — A last offer before the visitor leaves

Research methods

How to decide what to test, and in what order.

• CRO audit — A structured review of where a site loses conversions
• User journey map — The path a visitor takes, step by step
• Voice of customer — Research in your customers' own words
• Survey design — Asking questions that produce usable answers
• Usability testing — Watching real people try to complete a task
• Five second test — What a page communicates at first glance
• Tree testing — Checking navigation before you design it
• ICE score — Impact, confidence, ease
• PIE framework — Potential, importance, ease
• LIFT model — Six factors that raise or lower conversion

Tools

What to use, and when a paid tool actually earns its price.

• CRO tools — The categories and what each one is for
• Choosing conversion rate optimization tools — Matching tools to your traffic and stack
• A/B testing tools — Platforms for running experiments
• Heatmap tools — Tools for click, scroll, and attention maps
• Session replay tools — Tools for recording and replaying sessions
• Microsoft Clarity — Free heatmaps and recordings
• Hotjar — Heatmaps, recordings, and surveys
• Webflow Optimize — Webflow's native testing and personalization
• Google Optimize alternative — What to use now that Google Optimize is gone

Where to Start

New to CRO? These eight entries cover the core loop: find the leak, understand why, test the fix.

• Conversion funnel — Map the steps first
• Funnel analysis — Find the step that loses the most
• CRO audit — Review the whole site systematically
• Website heatmap — See where behavior concentrates
• Session recording — Understand why one visitor struggled
• Split testing — Prove the fix works
• Statistical significance — Know when to trust the result
• Revenue per visitor — Measure what actually pays

What Each Entry Covers

Every entry in this glossary includes:

• A short definition up front that answers the question on its own
• A question-by-question breakdown of how the method works
• The numbers that matter: traffic thresholds, sample sizes, and benchmarks where they exist
• What the method cannot tell you, so you do not over-read the data
• Webflow-specific setup notes where they apply
• When to use it instead of a related method
• Related terms linking to connected entries
• FAQ answering the questions teams actually ask

About This Glossary

Built by Karpi Studio, the Webflow agency behind +144% signups for Blueberry and 12.6x ROI for Ynvisible. We run conversion rate optimization for B2B SaaS on Webflow, and this glossary is the reference we wish our clients had before the first call.

For longer reads on testing, session analysis, and hypothesis-driven CRO, see our CRO resources.

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