Glossary
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CRO
Conversion Rate Optimisation (CRO).
Awareness is the first step in the customer journey. It’s about making your brand, product, or service visible to the right audience and creating a strong first impression. In the digital marketing landscape, awareness strategies focus on increasing visibility across search engines, social media, and other online platforms to ensure potential customers know you exist.
This section of the glossary covers the key terms related to awareness—helping you understand the strategies, metrics, and tools used to capture attention and build recognition in a crowded marketplace. The better your grasp of these terms, the stronger your foundation for long-term success.
Glossary Index for: Cro
A/B Testing
A method of comparing two versions of a webpage, email, or ad to determine which performs better. A/B testing is used to optimise campaigns and improve conversion rates.
Related to:
CRO, User Behaviour, Web Design
Call to Action (CTA)
A prompt designed to encourage users to take a specific action, such as “Sign Up Now,” “Download the Guide,” or “Learn More.” CTAs are essential for guiding conversions.
Related to:
CRO, Engagement, Web Design
Cart Abandonment Rate
Percentage of shopping carts that are abandoned before purchase completion.
Related to:
CRO, E-commerce, Google Analytics, User Behaviour
Conversion Funnel
A visualisation of the user journey, from awareness to conversion. The funnel typically includes stages like awareness, consideration, and decision, helping marketers tailor content and campaigns to guide users through each step effectively.
Related to:
CRO, Lead Generation, User Behaviour
Conversion Rate (CR)
The percentage of users who take a desired action, such as making a purchase, filling out a form, or subscribing to a service. It’s a key performance metric for campaigns.
Related to:
CRO, Google Analytics, PPC, SEO
Cost Per Acquisition (CPA)
A key PPC metric that measures how much it costs to acquire a customer or lead. It helps advertisers track the efficiency of their campaigns and calculate ROI, focusing on the actual cost of achieving conversions.
Related to:
CRO, Google Ads, PPC
Form Completion Rate
Percentage of visitors who complete and submit a form.
Related to:
CRO, Lead Generation, User Behaviour
Heatmap
A visual representation of how users interact with a webpage, showing where they click, scroll, or hover. Heatmaps help identify UX issues and optimise for better engagement.
Related to:
CRO, User Behaviour
Landing Page
A standalone web page designed for a specific marketing campaign. Its primary goal is to convert visitors by encouraging them to take a desired action, like filling out a form or making a purchase.
Related to:
CRO, Lead Generation, Web Design
Largest Contentful Paint (LCP)
LCP stands for Largest Contentful Paint, and it's a key performance metric in Google's Core Web Vitals framework. LCP measures the time it takes for the largest visible element on a webpage to fully render within the viewport (the part of the page visible to the user) after a user starts loading the page. Why is LCP important? LCP focuses on user experience, specifically on how quickly a webpage feels ready and useful to the user. If the largest element (e.g., a hero image, headline, or block of text) loads quickly, the user perceives the page as loading fast—even if … read more
Lead Conversion Rate
Percentage of leads that convert into customers.
Related to:
CRO, Lead Generation, PPC, SEO
User-Generated Content (UGC)
Content created by users, such as reviews, social media posts, or testimonials. UGC builds trust, drives engagement, and can be leveraged in marketing campaigns to amplify reach.
Related to:
Content, CRO, SEO, Social Media
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Social Proof
A psychological concept where people are more likely to trust a business or product when they see evidence of others’ approval, such as reviews, testimonials, or user-generated content.
Related to:
CRO, Social Media