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Baseline Conversion

Baseline conversion refers to the starting conversion rate that serves as a benchmark for comparison. It is recorded before any A/B test, campaign, or optimization initiative begins.

Establishing this baseline ensures improvements can be measured accurately. For example, if a site’s baseline conversion rate is 3%, and a redesign increases it to 3.6%, the impact can be quantified at 20% growth. Without this reference point, test results lose context.

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CRO

Landing Pages

A/B Testing

Whitepapers

The Agent-Led Web

The Conversion Gap

Optimizing the Entire Customer Journey

Explore more Glossary terms

Bucket Testing

Bucket testing is another term for A/B or multivariate testing where users are split into groups (“buckets”).

Breadcrumb Navigation

Breadcrumb navigation is a secondary navigation system showing a user’s location within a site hierarchy.

Brand Engagement

Brand engagement is the emotional connection and interaction between a customer and a brand.

Bounce Rate

Bounce rate is the percentage of visitors who leave a site after viewing only one page.

Below The Fold

Below the fold refers to the part of a webpage that users see only after scrolling.

Behavioral targeting

Behavioral targeting is the practice of delivering ads or content based on a user’s past actions and behaviors.