Glossary

A/B test	Type of campaign which enables you to test a simple hypothesis. One or more alternative versions of a page or element are subjected to visitors in order to identify the best option.
AB Tasty tag	JavaScript code to be inserted into each page of a website, which enables you to save the applied modifications thanks to the variation editor and to track visitors’ activities on the website.
Audience	Set of visitors that meet one or more criteria (age, geolocalization, number of visits, etc.) and that may be specifically targeted by a campaign.
Bayesian test	Probability theory method based on Bayes’ theorem and applied to campaigns created in AB Tasty. This method enables you to identify the winning variation of a test and to estimate the extent of the gain provided by the variation.
Campaign	Generic term for all types of tests and personalizations that may be created with AB Tasty.
Campaign QA process	Action of verifying that the modifications made to a website are displayed correctly and that the visitor tracking data is taken into account in the reports before making these modifications visible to all website or application visitors.
Click tracking	Variation editor’s functionality which enables you to collect the number of clicks on an element of the web page which a test or personalization has been created on.
Dashboard	Overview of tests or overview of personalizations.
Dynamic traffic allocation	Option linked to traffic allocation for a test. It enables you to progressively and automatically send more traffic towards the best performing variation based on a specific goal (click rate, bounce rate, etc.).
Goal	Target conversion type for a website (revisit, pages viewed, bounce rate, etc.). Each campaign report includes a list of several goals.
Heatmap	Color chart-based representation identifying the areas of a web page that visitors have clicked on. Color intensity increases as a function of visitor activity.
Indicator	Measurement of visitor behavior on a website available in the campaign report (total number of visitors, conversion rate, reliability rate, etc.).
Insights	UX analytics tool combining the Session recording, NPS and Data explorer tools for collecting behavioral data.
Modal	Personalizable HTML element (message, video or image) displayed above a web page. The AB Tasty widget library enables you to configure several types of modals.
Multi-page test	Type of campaign which enables you to test a simple hypothesis on several pages of a website simultaneously. Visitors allocated to the alternative version of a page will mechanically be allocated to the alternative of the other test pages in order to guarantee journey consistency and a reliable report analysis.
Multivariate test	Type of campaign which enables you to test combinations of modifications. This type of test has the benefit of enabling you to save time by testing several elements at once and to understand the combined impact of multiple modifications on visitor behavior.
NPS©	Net Promoter Score©. Module which enables you to configure a satisfaction survey and display it on websites for visitors to assess and comment on their browsing experience.
Personalization (AmE.) Personalisation (BrE.)	Type of campaign which enables you to modify the content of your website or application, either for the entire traffic or for a specific audience.
Predictive test	Type of campaign for which the dynamic traffic allocation option has been enabled. Depending on the selected goal, users are progressively allocated to the winning variation.
Redirect test	Type of campaign which enables you to test a whole new web page thanks to a permanent redirect (301). This type of test is used within the framework of a total web page revamp and enables you to determine the success or failure of the new page compared to the old one.
Report	Analysis interface available for each test or personalization, which presents the visits, actions and behavior of visitors allocated to the campaign. Each report includes a list of goals and indicators which enable you to determine the winning version of a test or the performance of a personalization campaign.
Segment	Group of visitors with shared characteristics (identity, interests or habits) based on historical data identified in the long-term.
Server-side test	Type of campaign for which modifications are not configured via the AB Tasty variation editor but rather coded directly into the pages of a website or mobile application. These modifications are sent straight to the visitor’s browser by the server of the website or application.
Session recording	Functionality which enables you to record the activity of successive visitors to a web page in the form of a video. Playing the video enables you to identify possible sticking points which visitors may experience and to improve the web page.
Targeting	Campaign configuration step. Enables you to specify the pages of the website and the audience which the modifications shall apply to.
Targeting criteria	Characteristics (age, geolocalization, number of visits, etc.) used to create an audience.
Traffic allocation	Campaign configuration step that enables you to break down the percentage of visitors over multiple test variations or personalization scenarios.
Trigger	Temporary user condition that enables you to display the campaign in the right context. The trigger enables the campaign to be displayed only when the circumstances are met, to the segment of visitors you configured.
Unique visitor(s)	User visiting the page of a website for which a campaign is in progress. A user who visits the same page several times will be identified by the AB Tasty cookie and will only be counted once. The total number of unique visitors is displayed on the dashboard of each test or personalization.
Variation	Within the context of a test campaign, variant of the original version of a website or application having been subjected to one or more modifications. The effectiveness of the variation is measured in relation to the original version, based on previously selected and configured goals.
Variation editor	Tool of the AB Tasty platform which enables you to modify the pages of a website by applying a JS overlayer to it.
Widget	HTML element which enables you to display content on a website (modal, banner, etc.). The convenience of widgets lies in their ease of use, thanks to a configuration tool which does not require any knowledge of code and which enables you to personalize styles and content in just a few clicks.