Dictionary Category: Essential Terms & Concepts

Zero Moment of Truth (ZMOT)

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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.

Exit Rate

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The percentage of visitors who leave your website from a specific page. Unlike bounce rate, exit rate includes visitors who viewed multiple pages before leaving from that particular page.

Friction

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

Any element or process that creates resistance or difficulty in the user journey, potentially preventing conversions. Common sources include long forms, slow loading times, or confusing navigation.