Glossary
Short explanations of the terms behind first impressions and bounce rates.
A/B test
An A/B test shows two versions of a page to different visitors at the same time, to measure which one performs better. What it's good for, and when you don't have enough traffic for it.
Read more →Above the fold
Above the fold is the part of a web page that is visible without scrolling. It is the only part every visitor sees, so it carries the first impression.
Read more →Bounce rate
Bounce rate is the share of visits in which people leave without engaging with your website. What counts as a bounce depends on your analytics tool.
Read more →CRO (conversion rate optimisation)
CRO, or conversion rate optimisation, is the practice of improving a website so that a larger share of visitors takes the step you want. How it works, step by step.
Read more →Call to action (CTA)
A call to action is the button or link that asks a visitor to take the next step. A clear one decides whether people who like your page actually do something.
Read more →Conversion rate
Conversion rate is the share of visitors who take the action you want, like buying or signing up. How to calculate it, and why the first impression comes before it.
Read more →Dark patterns
Dark patterns, or deceptive patterns, are design choices that trick or pressure visitors into decisions they wouldn't make otherwise. Examples, rules and why they cost trust.
Read more →Engagement rate
Engagement rate in Google Analytics 4 is the share of sessions that lasted longer than 10 seconds, had a key event or had at least two page views. The opposite of bounce rate.
Read more →Five-second test
A five-second test shows people a design for five seconds and then asks what they remember. It measures whether the main message comes across at a glance.
Read more →Heatmap
A heatmap shows where visitors click, move or scroll on a web page, with colours from cold to hot. What it shows, and what it can't tell you.
Read more →Hero section
The hero section is the large block at the top of a homepage: usually a headline, a short explanation, a button and an image. It's the first thing every visitor sees.
Read more →Landing page
A landing page is a page designed for visitors arriving from one specific source, such as an ad or email, with one goal. How it differs from a homepage.
Read more →Microcopy
Microcopy is the short text on buttons, in forms, error messages and hints. Small words that decide whether visitors take the next step.
Read more →Social proof
Social proof is the tendency to follow what others do when we're unsure. On a website: reviews, ratings, client logos and numbers that show other people chose you.
Read more →Sticky header
A sticky header is a menu bar that stays visible at the top of the screen while visitors scroll. When it helps, and why it can cost space on a phone.
Read more →Trust badge
A trust badge is a logo or mark that shows a website is certified, secure or reviewed by others. Which ones help, and the rules for using them.
Read more →UX (user experience)
UX, or user experience, covers every part of how people experience a product or website, from the first impression to support. How it differs from UI and usability.
Read more →Usability test
In a usability test, people try to complete real tasks on your website while you watch where they get stuck. How it works, and how it differs from a first-impression test.
Read more →Value proposition
A value proposition is the short promise of what a visitor gets from you and why it matters to them. On a homepage it lives in the headline and the line below it.
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