CRO Glossary
Funnel Analysis
Tracking how visitors drop off at each step of a multi-step process, such as checkout or signup.
Funnel analysis breaks a conversion process into sequential steps — e.g., product page → cart → shipping info → payment → confirmation — and measures the drop-off rate at each stage. It's one of the primary tools for finding where to focus CRO effort, because it shows exactly where visitors give up rather than just the final conversion rate.
A funnel view often reveals surprising bottlenecks. A checkout might have a healthy 70% add-to-cart rate but lose 60% of users at the shipping-info step — pointing directly at form friction as the likely culprit, rather than a pricing or product issue further downstream.
Funnel analysis pairs naturally with segment analysis: a drop-off that looks moderate overall might be severe for mobile users specifically, or for a particular traffic source, revealing a targeted fix (like a mobile-optimized payment form) that a single aggregate number would hide.
Related terms
Above vs Below Median Split
A segmentation technique that divides users into two groups at the median of a metric to compare high and low engagers.
Qualitative Feedback Loop
A recurring process of collecting and acting on user comments, session recordings, and survey responses to inform test hypotheses.
Experiment Metadata
The structured record of who, what, when, and how for a test — hypothesis, owner, dates, variants, and metrics used to track and audit it.
Pre-Test Analysis
The upfront work of validating traffic, metrics, and baseline data quality before launching an experiment.
Above-the-Fold vs Below-the-Fold Messaging Hierarchy
How the order and prominence of value-proposition messaging is split between the visible screen and the rest of the page.
Experiment Contamination
When a control or variant group is unintentionally exposed to the other condition, corrupting the comparison.
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