Dictionary Category: Essential Terms & Concepts

Winner

Written by Andrew on July 17, 2025. No Comments on Winner

In A/B testing, the variation that achieves statistically significant improvement over the control version. Winners should be implemented site-wide after proper validation.

Conversion Rate

Written by Andrew on July 17, 2025. No Comments on Conversion Rate

The percentage of visitors who complete a desired action (conversion) out of total visitors. Calculated as: (Conversions ÷ Total Visitors) × 100.

Zero Moment of Truth (ZMOT)

Written by Andrew on July 17, 2025. No Comments on Zero Moment of Truth (ZMOT)

The critical moment when a potential customer researches your product online before making a purchase decision. Optimizing for ZMOT involves ensuring positive online presence and social proof.