Glossary

Growth Glossary

Terms we use in Growth Marketing and Digital Marketing in General together with important Frequently asked questions from our community

A/B Platforms

An A/B testing platform is a tool used to compare two or more versions of a web page, email, advertisement, or any other type of content to see which performs better based on a specific metric, such as clicks, conversions, or engagement. By splitting the audience into groups and showing each group a different version (A or B), the platform helps identify which version drives the best results. By results, we mean sales, conversions, or clicks. Very often, A/B Platforms are used for web personalization purposes.

Questions

What is an A/B Platform

Is it indeed to be used only for A/B testing?

No. The name is a bit of legacy, referring to how those platforms started. While A/B testing platforms are primarily designed for A/B testing, many also support multivariate testing (testing multiple variables simultaneously), funnel testing, or personalized user experiences. These tools often include advanced analytics, user segmentation, and targeting capabilities, making them useful for many optimization tasks.

Is it only to be used in Paid Ads

No. A/B testing platforms are versatile and can be used across various digital marketing strategies, not just paid ads. You can use them to test website landing pages, emails, mobile apps, or user flows. They are commonly used in UX/UI design optimization, content marketing, email marketing, and more. To get to conclusions, you need to have a statistically significant result. Therefore, with this platform implemented, you need to drive traffic to a page. What's happening via paid ads and hence the connection/perception that A/B testing platforms can be used for Landing pages that will lead ads to.

Which are the most well-known platforms

Optimizely: A leading tool for both A/B and multivariate testing, popular for website and app optimization.

Relevic: A no-code platform supporting websites of all kinds and multivariable testing.

VWO (Visual Website Optimizer): Offers a full suite of optimization tools, including A/B testing, multivariate testing, and personalization.

Unbounce: A platform mainly used for A/B testing landing pages.

Adobe Target: A robust tool for A/B testing and personalization, often used by large enterprises.

Does Google offer a free tool for that?

Google previously offered Google Optimize, a popular tool for running A/B tests. However, as of September 30, 2023, Google has discontinued both Google Optimize and its enterprise version, Optimize 360. This decision was made to allow Google to focus on integrating more robust A/B testing features into Google Analytics 4 (GA4) in the future. For users who relied on Google Optimize, several alternative tools are available, as above.

How can I utilize an A/B platform on my website?

To use an A/B testing platform on your website, follow these general steps:

Install the platform's code for your website to become A/B testing enabled: Integrate the A/B testing tool into your website by adding a snippet of JavaScript code to your site’s HTML. This enables the platform to modify the content users see.

Define goals: Set specific goals for the test, such as increasing conversion rates, improving engagement, or reducing bounce rates.

Create variants: Design the A and B (or more) versions of the element you want to test. These could be different headlines, button colors, or page layouts.

Set targeting and traffic allocation: Decide which segment of your visitors will see the variants and how much of your traffic will be divided between the versions.

Run the test: The platform will automatically split traffic between the versions and track user interactions.

Analyze the results: Once the test reaches statistical significance, analyze which version performed better according to your goals.

What are some parameters an A/B Platform can use and utilize?

An A/B testing platform can utilize several parameters to help you design meaningful experiments, including:

Traffic segmentation: Define specific audience segments based on geolocation, demographics, device type, referral channel (referrer), or behavior (e.g., new vs. returning users).

Conversion rate: Measure which version leads to a higher percentage of visitors completing desired actions, such as signing up for a newsletter or making a purchase.

Click-through rate (CTR): Track how many users click on a button, link, or call-to-action on different versions of a page.

Bounce rate: See if a version of a page reduces the percentage of users leaving without interacting with the site.

Time on site: Track how long visitors stay on your website after interacting with the tested elements.

Engagement metrics: Measure how often users engage with features such as forms, videos, or product pages.

User flows and funnel steps: Test how different versions influence users' journeys through a multi-step funnel (e.g., from homepage to checkout).

What are some use cases in which I could use an A/B platform on my website?

Here are several use cases for A/B testing on your website:

Landing page optimization: Test different designs, headlines, or CTAs to see which increases conversions or sign-ups.

Checkout process improvement: Test different checkout page layouts to reduce cart abandonment.

Content strategy: Test variations in copywriting, tone, or structure to determine which resonates more with your audience.

Pricing page: Test different ways of displaying pricing plans or subscription models to see which drives more purchases.

User engagement features: Test different ways of presenting interactive elements (e.g., pop-ups, forms, videos) to optimize for engagement.

Navigation design: Experiment with different navigation menus to improve usability and reduce bounce rates.

Action Plan

How to create an Action plan?
• Come up with a growth plan with the important metrics, then you need to create

• Create some lists of activities per category that will impact those metrics

• Prioritize based on a prioritization framework, ICE or other

• The prioritized actions will be your action plan.

Questions

What is an Action Plan?

An action plan on how we will tackle the Growth Plan. A list of actions per week that will affect the conversion rates, will impact the KPIs and therefore the Growth Plan in total.

AI Models

Large Language Models (LLMs): Text in, Text Out (note, Code is also a language). Examples include GPT4, GPT3, Charlie 1, Claude 3.5

Diffusion Models: Typically text to multimedia like images, video, audio. Examples include Stable Diffusion, Flux, Stable Video, midjourney

Text to Speech (TTS): Going from Text to Audio. Examples include ElevenLabs

Audio to Text: Going from Audio or Video with audio to text. Examples include OpenAI Whisper

Multimodal Models are different in that they typically can understand multiple modalities of data as inputs, and create multiple modalities. Most multimodal models are currently just different models stitched together with Langchain or other language driven architectures.

Questions

Which are the most common AI Models?

Large Language Models (LLMs): Text in, Text Out (note, Code is also a language). Examples include GPT4, GPT3, Charlie 1, Claude 3.5

Diffusion Models: Typically text to multimedia like images, video, audio. Examples include Stable Diffusion, Flux, Stable Video, midjourney

Text to Speech (TTS): Going from Text to Audio. Examples include ElevenLabs

Audio to Text: Going from Audio or Video with audio to text. Examples include OpenAI Whisper

Multimodal Models are different in that they typically can understand multiple modalities of data as inputs, and create multiple modalities. Most multimodal models are currently just different models stitched together with Langchain or other language driven architectures.

AI Wrapper

An AI Wrapper is a product or application built on top of an existing AI model, such as GPT, Claude, or Gemini, adding its own interface, workflows, data, or specialized functionality. Instead of building an AI model from scratch, companies use existing models as the intelligence layer and focus on solving a specific problem around them. The strongest AI wrappers go beyond a simple interface by adding proprietary data, integrations, workflows, or user experiences that make the underlying AI significantly more useful.

Questions

Can an AI Wrapper become a defensible business?

Yes, but access to an AI model alone isn’t much of a moat. Defensibility comes from everything surrounding it: unique data, customer workflows, integrations, distribution, brand, and accumulated user knowledge. The model may power the product, but it shouldn’t be the only reason the product exists.

What happens to an AI Wrapper when the underlying model adds the same feature?

That’s one of the biggest risks. If your entire value proposition is a feature that GPT, Claude, or Gemini can easily replicate, an update could make your product less relevant overnight. Strong AI Wrappers solve a broader problem that goes beyond the capabilities of a single model.

Is building an AI Wrapper a bad startup idea?

Not necessarily. Many valuable products are built on technology created by someone else. What matters is whether you’re simply repackaging an AI model or turning it into a genuinely better solution for a specific audience, workflow, or problem.

AIO (AI Overviews)

AI Overviews appear in Google Search results when our systems determine that generative responses can be especially helpful — for example, when you want to quickly understand information from a range of sources, including information from across the web and Google's Knowledge Graph . No action is needed for publishers to benefit from AI Overviews.

Questions

What are AI Overviews?

AI Overviews appear in Google Search results when our systems determine that generative responses can be especially helpful — for example, when you want to quickly understand information from a range of sources, including information from across the web and Google's Knowledge Graph. No action is needed for publishers to benefit from AI Overviews.

How will AIO impact visits to websites?

The expansion of Google's AI Overviews (AIO) is expected to impact website visits in several ways. While Google claims that AIOs will drive "higher quality" clicks and more engaged users, there are concerns that these AI-generated summaries might reduce the need for users to visit the actual websites. By providing answers directly in search results, AIOs could potentially decrease the overall referral traffic to content creators and publishers.

The long-term effects on website visits will depend on how users interact with these new features.

Can publishers benefit from AI Overviews?

No. Publishers cannot " sponsor" an AI overview, so no action is needed for them to benefit from them.

Do AI overviews support links?

Yes, they do. AI overviews show links to resources that support the information in the snapshot and explore the topic further. BUT, Google's systems automatically determine which links appear. There is nothing special for creators to do to be considered other than to follow our regular guidance for appearing in SERPS.

What can I do to mitigate the impact of traffic decrease?

To mitigate any negative impact, focus on the following:

Create content with Topical Depth: If your content is detailed and offers in-depth information beyond the AI overview, users may still click through for comprehensive answers. Google's AI overviews are designed to be quick summaries, so content that dives deeper into complex topics may still attract readers.

Target long tail Keyword: If you're targeting high-level or basic keywords that AI overviews cover effectively, it could impact traffic. However, targeting long-tail keywords or providing unique, in-depth insights may make your content more resilient.

Build your Authority Actively: AI overviews tend to pull from high-authority sources. Building authority through backlinks, high-quality content, and expertise may help you become a source Google references, potentially turning the AI overview into an opportunity to showcase your content.

Incorporate Rich Snippets: Google's AI often references rich snippets and featured content. Ensuring your content is optimized with structured data, concise summaries, and actionable insights can increase your chances of being part of these overviews.

Alt-text Images

Alt-Text (aka Alternative Text) is the name (description), we give to images. In order to help the Search Engine do its job in the best way possible, you should give a name to your Images.
Alt text should be descriptive of the image, if the target keyword does not fit a specific image, don’t include it in the alt text.

Questions

What are the Alt-text Images?

Alt-Text (aka Alternative Text) is the name (description), we give to images. In order to help the Search Engine do its job in the best way possible, you should give a name to your Images.

Alt text should be descriptive of the image, if the target keyword does not fit a specific image, don’t include it in the alt text.

AMP Technology

Accelerated Mobile Pages (AMP) are set to roll out within Google’s mobile search results. AMP is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped-down code known as AMP HTML.

Questions

What is the Accelerated Mobile Pages (AMP)?

Is AMP technology helping businesses?

AMP technology maximizes mobile rankings that amount the 52% of total searches

Is AMP still relevant in 2024?

The relevance of Accelerated Mobile Pages (AMPs) in 2024 is increasingly uncertain. Although Google continues to support AMPs, many prominent publishers and platforms, such as Twitter, have shifted away from their use. Additionally, Google has phased out ranking systems that once gave preference to AMP pages, signaling a decline in their importance within today’s digital ecosystem.

Anchor Text

Anchor Text is the visible, clickable text in a hyperlink. Anchor text can provide both search engines and users relevant contextual information about the content of the link's destination.

Questions

What is Anchor Text

Anchor Text is the visible, clickable text in a hyperlink. Anchor text can provide both search engines and users relevant contextual information about the content of the link's destination.

What are the rules to follow when adding links?

When adding anchor text in external links, there are several important rules to follow to ensure effectiveness and avoid penalties from search engines:

Relevance: Ensure the anchor text is highly relevant to the content of the page you are linking to. The text should clearly indicate what users can expect to find when they click the link.

Avoid Over-Optimization: Use natural, varied anchor text rather than repeating the same exact phrase, especially if it contains your target keywords. Over-optimized anchor text can trigger search engine penalties.

Use Descriptive Text: Instead of using generic terms like "click here" or "read more," use descriptive phrases that provide context to the reader and search engines about the linked page's content.

Balance Keywords and Branding: Mix branded anchor text (using your brand's or website's name) with keyword-rich anchor text. This diversification helps avoid appearing manipulative to search engines.

Keep It Concise: Anchor text should be concise and to the point. Long or convoluted anchor text can confuse users and dilute the link's effectiveness.

Link to High-Quality Sites: Always link to authoritative, high-quality external sites. Linking to spammy or low-quality sites can harm your credibility and rankings.

Consider the User Experience: The anchor text should make sense within the content's flow and contribute to a positive user experience. It should be easy to read and naturally fit within the surrounding text.

Variety is Key: Use a variety of anchor text types, including exact match, partial match, branded, and generic. This helps create a more natural link profile.

Context Matters: Ensure that the anchor text is surrounded by relevant content. The context in which the link is placed can influence its effectiveness and how search engines interpret it.

Monitor and Adjust: Regularly monitor the performance of your external links and anchor text, and be ready to make adjustments if you notice any negative impacts on SEO or user engagement.

App Indexing

App Indexing helps you engage your app users and increase app installs directly from Google Search. This means that mobile users who have your app installed will be able to open content deep in your app directly from Search results, and Android users who do not yet have your app installed will be given an opportunity to do so. More here

Questions

What is App Indexing?

ASO (App-store Optimization)

Is the process of improving the visibility of a mobile app in an app store

Questions

What is ASO?

Is the process of improving the visibility of a mobile app in an app store

What's the relation to SEO?

ASO is for mobile apps on app stores what SEO is for websites on google

Attribution model

An attribution model is a rule or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
For example, the Last Interaction model assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths

Questions

What is the attribution model?

An attribution model is a rule or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.

For example, the Last Interaction model assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths

What's the best attribution model?

In attribution models, there is no correct or wrong one. It depends from the business and the way the company operates on the web. Most companies use the Last Interaction model for simplicity purposes.