A/B testing, also known as split testing, is a method of comparing two versions of a webpage, app, or other digital asset to determine which one performs better. It involves randomly showing different versions to different segments of your audience and measuring their engagement or performance based on predefined metrics. This allows businesses to make data-driven decisions about design and content, ultimately optimizing user experience and achieving desired outcomes, like increased conversions or engagement.

AIOps, also known as Artificial Intelligence for IT Operations, are multi-layered technology platforms that use big data to automate and improve IT operations with the help of data analytics, machine learning (ML), and artificial intelligence (AI).AIOps platforms collect data from a number of IT/ops tools, devices, and platforms to pinpoint issues and respond in real-time. They provide traditional analytics tools as well. Organizations use AIOps tools to overcome department siloeing, since IT/Ops so often remains separate from engineering, design, and other teams. By aggregating data across monitoring systems, teams across an organization can access automation-driven insights that help organizations to continuously address improvements and enhance their digital products. This is known as Continuous Integration and Deployment, or CI/CD for short.

Agile development is an operational approach – a set of frameworks and practices that describe how developers work together in a self-organizing and collaborative fashion. Kanban and Scrum are two of the most well known Agile methodologies. In the 1990s, Agile revolutionized product development by helping teams deliver code more quickly and with less waste through greater clarity, shorter cycles and by enabling iterative and continuous delivery. Teams that practice Agile methods overcome outdated hierarchies in order to continuously respond to change, navigate through uncertain code changes, and uncover what’s actually happening in a specific environment. This helps teams figure out what they need to do on a day-to-day basis so that they can deliver high-quality software--and fast! Other Agile benefits include:

Anomaly detection, also known as outlier analysis or outlier detection, is the process of identifying data points or events that diverge significantly from the majority of the dataset. Developers, operations teams, and other stakeholders rely on a number of anomaly detection techniques, powered by machine learning and AI, to pinpoint bugs, glitches, and rare events. This helps teams to identify new business opportunities and drive conversion rates.

A behavioral cohort is a group of users who have taken the same specific actions or exhibited similar behaviors within a product or service during a defined period. Instead of grouping users by time or demographics, behavioral cohorts focus on what users do, allowing for targeted analysis of user engagement, retention, and monetization.

Behavioral segmentation is a marketing strategy that divides customers into groups based on their actions, such as purchase history, product usage, and online engagement. This approach goes beyond basic demographics to understand how customers interact with a brand, product, or service. By analyzing these behavioral patterns, businesses can tailor marketing efforts and personalize customer experiences to improve engagement, drive sales, and foster loyalty.

Bounce rate is a web analytics metric that indicates the percentage of visitors who leave a website after viewing only one page. It's a key indicator of user engagement and can highlight potential issues with a website's design, content, or user experience. A high bounce rate suggests that visitors are not finding what they need or are not compelled to explore further, while a low bounce rate generally indicates a more engaging and effective website.

Customer experience analytics, also called CX analytics, is the practice of collecting and analyzing customer data in order to better empathize with customers. CX analytics helps teams to understand the entire user journey, including any pain points. The customer experience involves every step of the sales funnel and involves sales, marketing, customer service, social media, and review sites like G2. Think about the customer experience as starting the moment that the customer first learns about your product or brand. Advertising, product features, accessibility, and reliability all factor heavily into the customer experience. Overall customer satisfaction, then, can be calculated by subtracting the negative customer experiences from the positive ones. This means that each and every encounter with a brand, also referred to as touch points, matter. In the B2B context, measuring customer experience is primarily focused on how effective the company is at solving their customer's business problem.

Churn rate, also known as attrition rate, measures the rate at which customers stop doing business with a company over a specific period. It's a key metric for businesses, especially those with subscription models, as it indicates how many customers are leaving and can impact revenue and profitability.

A click map, also known as a click heatmap, is a visual representation of where users click on a website or application. It uses colors to indicate the frequency of clicks on different elements, with warmer colors like red or orange showing higher click frequency and cooler colors like blue or green indicating lower frequency. This data helps website and app owners understand user behavior and optimize their interfaces.

Click-through rate (CTR) is a marketing metric that measures the percentage of people who click on a link, ad, or other call to action after seeing it. It's a key indicator of how well your content is resonating with your audience and driving engagement. CTR is calculated by dividing the number of clicks by the number of impressions (times the content was shown) and multiplying by 100 to express it as a percentage.

Continuous Integration / Continuous Development, often abbreviated as CI/CD, is a set of operating principles and practices that encourage a culture of delivering code changes frequently. CI/CD is an agile methodology, generally used for application development. CI/CD automates deployment, which makes it easier for developers to focus on improving code and satisfying the business’s key performance indicators (KPIs).With CI/CD tools, developers (who need to push frequent changes) and IT/Ops (who dream of stability) can work together to ensure that applications remain as stable as possible, even during the development process.

Continuous Product Design (CPD) is a cyclical, iterative approach to product development that prioritizes ongoing improvement and refinement based on user feedback and data analysis. It's a customer-centric methodology that integrates user insights into every stage of the product lifecycle, ensuring the product remains relevant and competitive.

A conversion funnel, also known as a sales or marketing funnel, is a visual representation of a potential customer's journey from initial awareness to completing a desired action, like making a purchase. It maps out the stages a prospect goes through, highlighting where they might drop off and allowing marketers to optimize the process for better conversion rates.

A conversion rate is the percentage of users who complete a desired action (a "conversion") out of the total number of users who had the opportunity to take that action. In digital marketing, it's a key metric to assess the effectiveness of campaigns and website design by measuring how well they turn visitors into customers or leads.

Customer Experience (CX) refers to a customer's overall perception of their interactions with a company, product, or service throughout their entire journey. It encompasses all touchpoints, from initial awareness to post-purchase support, and is shaped by the customer's feelings, emotions, and perceptions. Essentially, CX is the sum of all experiences a customer has with a brand.

Digital experience monitoring (DEM) helps teams to monitor and measure the user experience of customers, and sometimes employees, across an organization’s digital portfolio, including applications, services, and devices. Unlike traditional IT tools, which emphasize the technology, DEM helps teams to understand what is occurring from the user’s perspective.

A Digital Experience Platform (DXP) is a set of integrated technologies that enables organizations to create, manage, and optimize digital experiences for customers, prospects, employees, and other stakeholders. It acts as a central hub for managing all digital interactions, offering personalized experiences across various channels and touchpoints.

A Digital Experience Score (DXS) is a metric that quantifies the quality of a user's interaction with a digital platform, such as a website or app. It's a composite score, often on a scale of 1 to 10, that reflects various aspects of the user experience. DXS is used to benchmark and improve digital experiences, with higher scores indicating better user satisfaction and engagement.

In web analytics, exit rate refers to the percentage of users who leave a website from a specific page after viewing it. It indicates how frequently a particular page serves as the final page visited in a user's session. A high exit rate on a page may suggest a problem with the content, user experience, or a lack of compelling calls to action on that page.

Experience Optimization (EXO) is the ongoing process of understanding and improving customer interactions across all touchpoints to maximize engagement, satisfaction, and ultimately, business outcomes. It's a customer-centric approach that uses data and controlled experimentation to deliver the best possible experience for each individual customer.

An "experience score" is a metric used to assess the overall quality of an experience, whether it's a website visit, a product interaction, or a customer service engagement. It's often calculated by averaging scores from multiple individual experiences or by using a weighted average of performance metrics.

Form analytics refers to the process of tracking and analyzing user behavior on website or app forms. This involves collecting data on how users interact with forms, such as which fields they fill out, how long they take to complete the form, and whether they abandon the form at any point. By analyzing this data, businesses can identify areas where forms are causing friction or confusion, and then optimize them to improve user experience and increase conversion rates.

Frustration score, also known as friction score, is a metric that quantifies the level of user frustration or difficulty encountered while interacting with a website or application. It's a numerical representation of how much friction a user experiences, helping to identify areas where users face obstacles and potentially abandon their tasks.

Funnel analysis is a method used to track and analyze user behavior as they move through a series of steps towards a specific goal, like a purchase or signup. It helps identify where users drop off or encounter friction in the process, allowing businesses to optimize their websites or applications for better conversion rates

Marketing analytics is the process of collecting, measuring, analyzing, and interpreting marketing data to gain insights and improve marketing performance. It involves using data to understand customer behavior, track campaign effectiveness, and ultimately optimize marketing strategies for better results, like increased ROI and customer engagement.

A micro conversion is a small, specific action a website visitor takes that indicates they are moving closer to a larger, desired action, known as a macro conversion. Essentially, they are incremental steps in a user's journey that lead towards a final desired action, like a purchase or a subscription. Tracking micro conversions helps businesses understand user behavior, identify areas for improvement in the user experience, and ultimately drive more macro conversions.

Multivariate testing is a method for optimizing web pages or other digital experiences by testing multiple variations of different elements simultaneously. It allows you to see how various combinations of elements interact and identify the combination that performs best. This is more efficient than running multiple sequential A/B tests.

In digital marketing, path analysis is the process of examining and visualizing the sequence of steps users take when interacting with a website, app, or other digital platform. It helps marketers understand how users navigate, identify drop-off points, and ultimately optimize the user experience to improve conversion rates and customer engagement.

Product analytics is the process of collecting, analyzing, and interpreting data related to how users interact with a product. It helps businesses understand user behavior, identify areas for improvement, and make data-driven decisions to enhance the product's performance and user experience.

Rage clicks occur when users click repeatedly on a particular element or certain area of your app or website over a short period of time, usually less than a minute. In general, rage clicks signal slow responses times, browser issues, broken elements, dead links, bugs, design flaws, and other usability issues.Users also rage click because a website or mobile application isn’t loading fast enough, though it’s also common to see rage clicking occur because of client-side JavaScript errors and console errors. Rage clicks that can’t be traced back to errors can help teams to enhance the user experience (UX) of their website or application. Misleading buttons (elements that seem like they do something but don’t) and confusing copy can cause just as many problems as JavaScript errors. For instance, a user might rage click on a visual element that looks like it contains a link, but doesn’t. In this case, the design team might modify the element to include a micro conversion. Some users engage in rage clicking by moving their mouse erratically, as opposed to actually clicking. Such movements usually indicate that users were confused, lost, or impatiently waiting for a page to load. But many people casually click as they scroll through a website out of habit or to highlight the website’s text. In this case, rage clicks can actually be a false signal.

Real user monitoring (RUM), also known as real user measurement, page performance and end-user experience monitoring, is a passive monitoring technique that allows organizations to monitor how pages, applications and devices are performing from the user’s point of view. Real user monitoring also helps teams track site speed, page speed, and overall app performance. At the core of real user monitoring is the ability to capture and analyze each user interaction on a website and gauge system performance, both front end and server side. As a passive service, real user monitoring tools function in the background, tracking things like load time and transaction paths. In fact, real time monitoring never stops. Most tools collect data from each user, across an organization’s entire digital portfolio, across each individual request. Depending on the service and goals, real user monitoring tools can give teams a view of the front-end browser, back-end database, and server-level issues. Most bottom-up real user monitoring platforms capture server-side data to reconstruct the end-user experience. Top-down real user monitoring platforms, on the other hand, focus on the client-side, meaning that they show how users interact with, and experience, an app or website. Now more than ever before, users are engaging with more hybrid environments such as cloud, widgets, and apps. Because of this shift, monitoring app usage from the client’s perspective has become a priority. So real time monitoring requires teams to collect data from various individuals and consolidate it into one database. Real user monitoring requires teams to sift through large amounts of data. To help them understand what it means, real user monitoring platforms generally offer data visualizations and segmentation tools. These features help teams understand data points from many users across many different types of metrics, all at a glance. Software as a service (SaaS) companies and application service providers (ASP) employ real user monitoring techniques to ensure that they’re delivering standout services to their clients.

Real-time digital analytics are used to collect and analyze data from a variety of sources, such as websites, mobile apps, and kiosks. At its core digital analytics is about helping organizations improve the online experience by better understanding how customers engage with digital products. To engage in digital analytics, organizations collect, measure, and analyze both quantitative and qualitative data in order to modify and enhance their business practices. Digital analytics thus leads to continuous improvement and is a core element of Continuous Product Design.

Retention analysis is the process of evaluating how long users continue to engage with a product or service. It helps understand why users stay or leave, identifying areas for improvement in user experience, product development, and marketing strategies. Retention rate, the metric used in this analysis, measures the percentage of users who remain active over a specific period.

A scroll map is a type of website heatmap that visually represents how far users scroll down a webpage. It shows which parts of a page users are most likely to see and engage with, and where they might lose interest. Scroll maps help website designers and marketers understand user behavior, optimize website layout, and improve user experience.

Session replay is a technology that allows you to record and replay user interactions with a website or application, providing a visual representation of their experience. It's like watching a video of a user's session, showing their clicks, mouse movements, scrolls, and other actions. This helps businesses understand user behavior, identify pain points, and improve the overall user experience.

UX/UI analytics is a qualitative and quantitative approach to measuring user activity on a website or an application that provides insights into how certain features can be modified to meet the needs of current and future users. Quantitative UX analytics methods focus on measuring important data, such as how often users click on a particular feature or how much time they spend on a page. When UX designers use digital analytics dashboards and reports, they are engaging in quantitative research. Qualitative UX analytics, on the other hand, analyze how users interact with a product or service based on non-numerical measurements, such as surveys, user research, and NPS scores. UX analytics are crucial for engaging in data-driven design, which is the practice of using actual data to build products that users want and need. By turning to UX analytics, design and development teams are better equipped to understand bounce rates, track & optimize the customer journey, make the product more accessible to the target audience, uncover pain points that reduce conversion rate, and step into the user’s shoes. By focusing on macro/micro conversions and metrics, UX designers can more quickly address content & visual design issues, such as confusing wording or counterintuitive designs.

UX friction refers to any element or aspect of a digital product that hinders or slows down users from completing their desired actions, leading to frustration and potentially abandonment. It's essentially anything that creates a barrier between the user and their goal.

User behavior analytics (UBA) in digital analytics marketing involves analyzing user interactions with digital platforms to understand their preferences, behaviors, and needs. This data-driven approach helps businesses personalize marketing efforts, optimize user experiences, and improve key performance indicators (KPIs) like engagement, conversion rates, and retention.

User replay—also known as user session replay, experience viewing, and session playback—is a recording of a user’s experience and interactions on a website or application. Like recorded videos, user replays capture exactly (or almost exactly) how each user navigated through a digital product, including clicks, typing, swiping, tapping, scrolling, and cursor movements. Tealeaf was one of the first tools to incorporate session replay technology, though largely for a technical audience, such as IT. Today, teams across the organization use session replay technology to monitor and improve the user experience on customer-facing and employing-facing applications across a company’s digital portfolio, including across devices such as tablets, smartphones, and desktop computers. With the help of user replay tools, teams can identify conversion-blocking problems that are related to UX design flaws, as well as technical errors and bugs. While tools such as Google Analytics and Adobe can help teams to identify where a conversion drop occurred, they do not provide insights into why the drop occurred. User replay tools, on the other hand, help teams to quickly validate issues with macro and micro conversions. For example, watching a user replay can reveal hard-to-find moments of customer friction, such as a button that isn’t working properly or a confusing form. Some user replay tools enable co-browsing with customers, which allows support agents to view a customer’s experience as they’re browsing. Advanced user replay tools tend to come with additional features to monitor and analyze data, including segmentation tools and advanced machine learning technology. For instance, many platforms allow you to watch session replays and analyze crucial behavioral, technical, and business data using anomaly detection technology, machine learning, and AI. In general, session replay tools record basic web pages built in HTML and CSS, as well as CSS animations, audio and video built in HTML5, web components, and more. Most session replay tools, however, can’t record things like Flash, Java, Silverlight, and other plugs. User replay technology can record sessions across a company’s digital portfolio, including across devices such as tablets, smartphones, and desktop computers.

Voice of the Customer (VoC) refers to the process of gathering and analyzing customer feedback to understand their needs, wants, expectations, and pain points. It's a crucial practice for businesses to improve products, services, and overall customer experience. By listening to the voice of the customer, companies can make informed decisions, enhance customer satisfaction, and foster loyalty.

Website Performance Analytics refers to the process of gathering, analyzing, and interpreting data related to the performance of a website. This includes tracking metrics like page load times, bounce rates, and user engagement to understand how visitors interact with the site and identify areas for improvement.

Zone-based maps in website analytics are visual representations of user interactions, showing how users engage with specific areas (zones) of a webpage. These maps combine data from clicks, scrolls, and mouse movements (on desktop) or taps and scrolls (on mobile) into a single, color-coded grid overlay, allowing for easy identification of popular and problematic areas.