Understanding terminology

A/B testing

An A/B test (also known as a split or bucket test) is used to compare two versions of something to determine which one performs better. It shows two variants (A and B) to different segments of users simultaneously and then uses statistical analysis to determine which variant leads to a more favorable outcome.

Conversion

In the UJM context, a conversion refers to a user completing the defined path and achieving the set goal. For example, if the goal is a form submission, a conversion occurs when the user successfully submits the form.

Drop-off point

A drop-off point is a stage within a defined path where users leave the journey before completing all the subsequent steps and reaching the set goal.

Goal

The goal of a path is the specific outcome or the final action you want users to take within that journey.

Path, journey, user journey path

A path is a defined sequence of steps a user takes to reach a specific destination on your website. It is a multi-step navigation journey within your site structure. You set these paths up in the UJM tool to monitor user progress.

Personalization

Content personalization involves tailoring content visitors see on your website based on their previous actions, preferences, or other known data. Customizing the experience for every user ensures they find the most relevant information and improves their experience.

Step

Each stage within a user journey path is called a step. When you create a path, you define the sequence of steps you want to track.

Success Rate

The success rate is a metric that indicates how often users complete the entire defined user journey and reach the intended goal.