Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Glossary

A

A/B testing

A simple form of user testing, so named because it pits two choices (“A” and “B”) against each other to see which one performs better.

accessible Web site

A Web site designed so that customers with disabilities can use all the major features. Some countries require certain specific accessibility features by law.

action

Customer behavior that ultimately results in a Web conversion, sometimes the purchase of your product. Typically used in “call to action” to describe copy written to induce a conversion and in “cost per action” to describe the fee for each successful conversion.

adaptive change

A behavior modification that requires internal, transformative changes, in contrast to the easier technical changes that require external ...