A visual representation of user behavior such as clicks and scrolling.

Clear wording, strong visibility, and action-oriented language.

CTA stands for Call-to-Action, encouraging users to take a specific action.

The goal or motivation behind a user’s visit to a website.

The percentage of visitors who leave a site without taking action.

A standalone web page designed specifically for marketing or advertising campaigns.

Testing multiple elements on a page simultaneously to identify the best combination.

A method of comparing two versions of a page to determine which performs better.

Smaller actions such as newsletter signups or adding products to cart.