150+ definitions written for ecom marketers — no jargon, no fluff. Including the AI and experimentation terms shaping modern CRO.
The CustomFit conversion glossary defines the experimentation, personalization, and statistics terms D2C marketers actually encounter — in plain English, with ecommerce context, and links to how to apply each.
Find a term fast.
Plain-English definition.
Follow the how-to link.
Use it in your next test.
Get up to speed quickly.
A shared vocabulary.
Understand the reports.
I send every new hire to this glossary — it gets them speaking the language of experimentation in a day.
The CustomFit conversion glossary defines the experimentation, personalization, and statistics terms D2C marketers actually encounter — in plain English, with ecommerce context, and links to how to apply each in practice.
From “Bayesian vs frequentist” to “multi-armed bandit” and “statistical significance,” the glossary gives teams a shared vocabulary so reports are understood the same way by marketers, analysts, and stakeholders.
Each definition links to deeper guides, so the glossary is both a quick reference and an on-ramp into running better experiments.
New and experienced marketers, CRO teams, and stakeholders who want a shared vocabulary for experimentation.
Yes, the glossary is maintained as new methods and terms emerge.
Yes, reach out via Contact and we’ll add commonly-requested terms.
CRO is the systematic practice of increasing the percentage of website visitors who take a desired action — purchase, sign-up, or lead — using A/B testing, website personalization, and UX improvements. For D2C and ecommerce brands it directly lifts revenue from existing traffic.
They’re largely the same: both compare variations to see which converts better. "Split testing" sometimes refers specifically to split-URL testing, where traffic is divided between two separate URLs rather than swapping elements on one page.
Website personalization dynamically adapts a site’s content, offers, products, and layout to each visitor based on signals like location, device, traffic source, and behavior — increasing relevance and conversion versus a single static experience.
Direct-to-consumer marketing is how brands that sell straight to shoppers acquire and retain customers — paid social, influencer, SEO, email/SMS, and on-site CRO — while owning the customer relationship and first-party data.
Conversion rate (CVR), average order value (AOV), and revenue per visitor (RPV) are the core trio. RPV is often the best single optimization target because it captures both conversion and basket-size changes.
CustomFit.ai lets D2C teams run A/B, multivariate, and split-URL tests and build real-time personalized experiences in a no-code editor — with AI Copilot generating changes from a prompt and every experiment measured against real revenue.
No. Marketers build experiments and personalized experiences in a no-code visual editor; developers can use the API and SDKs when they want deeper control.
Most teams install in minutes via a single script tag or the Shopify app and ship their first experiment the same week.
Join 2,400+ D2C brands shipping smarter experiments on CustomFit.ai.