Click-Through Rate (CTR)

Conversion Rate

Conversion rate is the percentage of visitors who complete a desired goal — such as signing up, purchasing, or submitting a form — out of the total number of visitors in a given period. It is one of the most direct measures of how effectively a website or campaign turns interest into action.

Engagement Rate

Engagement Rate is a metric measuring the level of interaction and participation that content, a campaign, or a page receives — relative to its reach or impressions. Interactions typically include clicks, likes, shares, comments, saves, and time spent, depending on the channel. A high engagement rate signals that the content is resonating with its audience.

A/B Testing

A/B Testing is a controlled experiment that compares two variants — A (the control) and B (the challenger) — of a web page, email, or individual element to determine which performs better on a specific metric. By randomly splitting traffic between the two versions and measuring outcomes, A/B testing replaces guesswork with statistical evidence.

Call to Action

A call to action (CTA) is a prompt — typically a button, link, or phrase — that directs a visitor to take a specific next step, such as signing up for a free trial, making a purchase, downloading a resource, or requesting a demo. A well-crafted CTA communicates exactly what will happen next and why the visitor should act now.

Bounce Rate

Bounce Rate is the percentage of visitors who land on a page and leave without taking any action or visiting another page on the same site. A high bounce rate is typically a signal of poor relevance, weak messaging, or — critically — insufficient trust: visitors arrived but nothing on the page convinced them to stay.