Growth Glossary

Testing (A/B, Usability, etc.)

Testing is a core component of both Quality Assurance (QA) and Optimization and is a continuous activity. Key types include: A/B testing, usability testing, functional testing, and performance testing.

SEO (Search Engine Optimization)

SEO is a long-term Growth-Focused Strategy that aims to make a website the most relevant, trustworthy, and authoritative resource for a user's search query. It involves three pillars: technical, on-page and off-page.

Retention Rate

Retention Rate measures a company's ability to keep its existing customer base, which is often a stronger indicator of health than new customer acquisition. It is a key KPI (Key Performance Indicator) for SaaS companies.

Optimization

Optimization is a perpetual strategy, not a one-time fix. It encompasses several key activities: technical optimization, render blocking, CRO and SEO optimzation.

KPI (Key Performance Indicator)

A KPI is a critical metric used to track progress toward a strategic goal. For a SaaS or B2B marketing website, KPIs often focus on conversions and engagement, rather than just traffic. Examples include: conversion rate, lead generation, bounce rate, and page speed.

Iteration

Iteration is the principle of continuous improvement, moving away from a single, static product launch toward an ongoing cycle of refinement. It is the engine behind Conversion Rate Optimization (CRO) and Growth-Focused Strategies.

Google Analytics

Google Analytics is a free web analytics service that tracks and reports website traffic, user behavior, and conversion data.

Engagement Rate

Engagement Rate is a key KPI (Key Performance Indicator) that helps determine the quality and relevance of website traffic. Unlike Conversion Rate (which tracks a specific outcome), engagement tracks user interest.

Conversion Rate

Conversion Rate is a fundamental KPI (Key Performance Indicator) that measures a website's effectiveness. The 'conversion' action varies by business goal; for a SaaS company, this often means submitting a Lead Form, starting a free trial, or booking a demo.

Bounce Rate

Bounce Rate is a key metric in Google Analytics that reflects the effectiveness of a page at engaging the user. A high bounce rate often indicates one of two things: poor landing experience and poor UX design.

A/B Testing

A

A/B Testing involves comparing two variants, the "A" (control or original) and the "B" (variant or challenger), against each other. The goal is to see which version performs better against a defined metric, typically a KPI (Key Performance Indicator) like Conversion Rate or Engagement Rate.