Stay up to date with all of our CX solutions with the ultimate glossary of terms.
automated experience optimization
Automated experience optimization, also known as AI-driven experience optimization leverages ongoing experimentation to identify top-performing ideas and…
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auto targeting
Auto targeting leverages the power of artificial intelligence to identify the next best experience to serve, based on…
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Artificial intelligence
Artificial intelligence typically refers to computer systems programed to use machine learning to simulate human thought process and decision-making capabilities. There are many different…
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Accountability and transparency
Accountability and transparency refers to being open about why actions or decisions are taken and being able to provide sound reasoning to support them.
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API-first approach
Having an API-first approach is about focusing on products when developing APIs rather than integrations. It combines…
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AI-driven
"AI-driven" describes a process that is powered by the capabilities of artificial intelligence. AI is well suited to sorting through large and complex data sets and has the ability to…
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AI personalization
AI personalization leverages the capabilities of artificial intelligence to learn from...
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Average order value
Average Order Value (AOV) is calculated by dividing total revenue by the number of orders...
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Active Learning
Active learning is often applied to artificial intellence and machine learning in which a learning algorithm can interactively query an information source or oracle and...
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AI-driven optimization
Website optimization facilitated by artificial intelligence. Enables companies to engage directly with users in real time and to exponentially expand on the number of ideas...
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bounce rate
Bounce rate is a term used to describe the percentage of visitors who enter a website and then leave without browsing further or viewing other pages on the site.
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Behavioral signals
Behavioral signals focus on the sources and types of information that impact the actions people take. In the context of digital experiences, these could be…
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Beyond A/B testing tools
Moving beyond A/B testing means leveraging proven A/B testing principles, but enhancing the effectiveness through more advanced technologies and methodologies such as AI-driven experimentation and…
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Behavioral Targeting
Behavioral targeting is primarily used as a form of online advertising. Typically cookes will store browsing data and this information is them used to target...
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Customer lifetime value
Customer lifetime value (abbreviated to CLTV or LTV) measures the value of revenue generated from an average customer for as long as they continue to purchase from a company. CLV is often a better indicator…
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Continuous adaptation
Continuous adaptation describes an autonomous process of adapting to changing variables without having to stop and restart an experiment. The process optimizes…
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Cognitive science
Cognitive science involving heuristic research applies general human cognitive frameworks to problems to rapidly obtain solutions. It draws in elements of…
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Continuous adaptation
AI driven experimentation continually adapts to send more traffic to top performing ideas to achieve desired outcomes. Technology such as AI...
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Contactless CX
Contactless CX aims to deliver similar shopping experiences but without physical contact or presence required. During the pandemic...
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Circular economy and CX
"Circular economy" refers to sustainability practices of businesses. Includes resourcing of product materials, production methods, waste, packaging, product life cycle, distribution and environmental impact of usage. Consumers are seeking to…
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CX trends
CX trends indicate what's important to customers and what's influencing their buying decisions. By understanding trends, brands can adapt customer experience strategies to better connect with customers on what's important to them.
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Customer experience
Customer experience relates to how customers perceive and experience a brand, starting from first awareness, through every...
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Checkout optimization
Checkout optimization aims to improve the online checkout to reduce friction and ensure...
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Conversion optimization
Conversion optimization aims to increase the volume of sales, signups, or any related objective that converts a prospect into a customer...
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Customer journey optimization
Process of evaluating and aiming to improve the digital experience a customer engages in as they move towards making a purchase. Increasingly digital leaders are...
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Continuous optimization
Ability to change variables within an experiment to continue to improve the customer experience as part of an ongoing optimization process. This is a new...
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Customer experience optimization
The act or process of improving of the customer's experience by learning about their preferences, interests and buying behavior. Customer experience optimization aims to improve...
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Digital channels
Digital channels refer to the different platforms that consumers use to engage with a brand. These may includeHaving an API-first approach is about focusing on products when developing APIs rather than integrations. It combines…
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Desired outcomes
Desired outcomes describe the goal of an experiment or optimization and usually align with broader business goals. For example: ...
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Digital experiences
Digital experiences encompass all digital communications and touchpoints a consumer may have with a brand. It includes...
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E-commerce
E-commerce refers to any transaction that takes place online or over the internet. Most commonly it's about...
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Experimentation
Experimentation involves testing in various forms with the aim of learning from the results and applying those learnings to further tests. Experimentation may test new ideas, variables, methods…
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E-commerce cart abandonment
E-commerce cart abandonment refers to the failure of customers to complete a transaction online, even after adding items to their cart. Common causes include...
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E-commerce personalization
E-commerce personalization aims to tailor online shopping experiences for each unique user based on their individual preferences and needs.This can best be achieved through...
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Evolutionary Algorithm
Evolutionary algorithms (EA) are being increasingly used in computer technology where machine learning and artificial intelligence are applied to complex problems. EA are optimization algorithms...
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Funnel metrics
Funnel metrics relate to achieving specific key performance indicators in the sales funnel or customer journey. These metrics may include…
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Full-funnel optimization
Full-funnel optimization in terms of e-commerce is very similar to whole customer journey optimization. It is a holistic approach to marketing that aims to serve…
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Friction in customer journey
Any touchpoint or customer experience in the journey that results in anxiety, frustration or reconsidering the decision to purchase. Friction can occur at any point...
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Heuristics techniques
Heuristics techniques are a way to approach problem-solving using shortcuts or practical methodology to arrive at an acceptable outcome within a given timeframe.
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Heuristics
‘Heuristic’ is the English transliteration of the Greek word ‘heuriskein’ which means to find out or to discover. Herbert A. Simon introduced the word into...
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Integrated development environment
Integrated development environment (also known as an IDE) refers to a specific software application that facilitates software development for programmers through various automation tools, source code editors and other resources.
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improve ROAS
Strategies to improve ROAS (return on ad spend) aim to increase the success of advertising campaigns. This metric may measure the number of conversions resulting from an advert which could be defined as…
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Improve customer acquisition
The goal to improve customer acquisition involves many marketing elements and customer touchpoints that work together to increase the number of customers buying. A leading and effective strategy to improve customer acquisition focusses on…
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Improve customer retention
To improve customer retention, brands implement strategies that turn one time buyers into repeat customers. Statistics show that retaining customers is more cost-effective…
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Ideation at AI scale
Artificial intelligence expansion of ideas, creating the ability to test thousands of variables to determine the top performing ideas. Traditional testing tools compare one or...
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Micro decisions
Micro decisions are sometimes considered small subconscious decisions that people make on a daily basis. Optimizing the customer journey involves…
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Micro conversion
A micro conversion is a point at which a visitor successfully progresses from one touchpoint in the customer journey to the next. A micro conversion may be defined as opening a product detail/description page (PDP), signing up for a newsletter, or…
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Macro conversion
A macro conversion is the end goal being targeted on a website. This could take the form of subscription sign-ups, e-commerce sales or…
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Machine learning algorithm
A machine learning algorithm is a form of artificial intelligence (AI) that uses a combination of techniques to analyze complex data more accurately and more quickly than humanly possible. These techniques aim to identify patterns in behavior…
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Optimization variable
An optimization variable is an adaptation of an idea that is part of an optimization. Having more variables as part of an optimization...
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Optimize PDP
A strategy to optimize PDP (or optimize product detail/description pages) involves finding ways to improve various...
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Omni-channel experience
Omni-channel experience refers to engaging with visitors and customers on all possible channels. Keeping in mind...
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Proven methodology
Proven methodology describes a framework in which the process, time frame and costs of a way of working are known, as well as the level of certainty of expected outcomes.
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Post-click optimization
Post-click optimization (PCO) is a strategy to improve customer experience and engagement after clicking on a digital ad. The objective...
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Resulting insights
Resulting insights are generated from experimenting with data and can be used to decide strategies. Where there are large volumes of complex data…
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Reduce churn
Brands aim to reduce churn to slow the rate of customer attrition. Churn can occur at any point in the customer journey, from the first phase of awareness to shopping cart abandonment. Identifying and removing friction is key to…
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Real-Time Interaction Management
Touchpoints is a term marketers use to describe customer interactions. Touchpoints can also...
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Real-time optimization
Real-time optimization aims to improve experiences dynamically while...
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Shopping cart abandonment
Shopping cart abandonment is when when visitors add items to a digital cart, but don't complete the checkout process. Any number of factors could…
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Sales funnel
The sales funnel is a marketing term that refers to the steps that progress prospects through the customer journey. Each step in the sales funnel...
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Search Space
A search space is generated from all the ideas under consideration. Each idea can have multiple variations, resulting in the total number of possible combinations....
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Technology stack
A technology stack (tech stack) describes the collective technologies a company uses to build solutions for a specific project or application. It may include APIs, databases, front-end and back-end interfaces, and more.
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Targeted optimization
Targeted optimization involves identifying specific customer segments or metrics to target during experimentation.
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Target audience
A target audience is a segment of consumers most likely to need, use or want to buy a specific product or service. Understanding the preferences and...
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Touchpoint
Touchpoints is a term marketers use to describe customer interactions. Touchpoints can also...
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Testing Industrial Complex
The combination of traditional testing tools such as AB testing and multivariate testing, conversion and optimization tools and experts aimed at increasing spend while seeking...
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User journey
A user journey describes how visitors entering a website, navigate through pages to find what they're looking for. Identifying points of friction in the user journey is...
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User experience
User experience (UX) goes beyond the features of a product to take into consideration how customers use, think and feel about a product. User experience in an e-commerce context can also…
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UX Research
UX is an accronym for user experience. UX research therefore involves finding out what variables impact the user experience and in what way. This information...
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Website personalization
Website personalization aims to create unique experiences that website visitors will find engaging, with the objective of moving them further along the customer journey. Customizing experiences helps...
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Website optimization
Process of improving various elements of a website in order to enhance the user experience, increase conversions and deliver on company key performance indicators. Website...
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