Alphabetical index of 217 terms and abbreviations in A/B testing / online controlled experiments in Conversion Rate Optimization (CRO).
ABCDEFGHIKLMNOPRSTUVZ
Sample Allocation Mismatch
A/A Test
A/B Test
A/B/n Test
AGILE A/B Test
AOV
ARPU
ASD
Absolute Change
Absolute Difference
Actual Significance
Actual p-value
Adaptive Sequential Design
Alpha-Spending
Alpha-spending Function
Alternative Hypothesis
Argument from Coincidence
Average
Average Order Value
Average Revenue Per User
Average Sample Size
alpha
Bayesian Inference
Bernoulli Metric
Beta-Spending
Beta-spending Function
Bias
Binomial Metric
Bonferroni Correction
Bounce Rate
beta
CI
CR
CRO
Carry-Over Effect
Causal Inference
Chi Squared Test
Churn Rate
Composite Hypothesis
Concurrent Tests
Confidence Bound
Confidence Interval
Confidence Level
Confidence Limit
Confidence Threshold
Consistent Estimator
Continuous Metric
Control Group
Conversion Rate
Conversion Rate Optimization
Cookie Churn
Cost
Critical Region
Delta
Dependent Variable
Distribution
Dunnett's Correction
Effect Size
Efficacy Boundary
Efficient Estimator
Error Probability
Error Rate
Error-Spending Function
Estimation
Estimator
External Validity
FWER
Factorial Design
False Discovery Rate
False Negative
False Negative Rate
False Positive
Family-Wise Error Rate
Frequentist Inference
Futility Boundary
GSD
GST
Gaussian Distribution
Generalizability
Group-sequential Design
Holdout Group
Hypothesis
Hypothesis Testing
ID
Identically Distributed
Independent Variable
Interaction Effects
Intervention
KPI
Key Performance Indicator
Learning Effect
Lift
Likelihood
Likelihood Function
MDE
MEI
MLE
MSE
MVT
Maximum Likelihood Estimate
Mean
Mean Square Error
Minimum Detectable Effect
Minimum Effect of Interest
Modus Tollens
Mu
Multi-Armed Bandit
Multiple Comparisons
Multiple Testing
Multivariate Test
Multivariate Testing
NHST
Nominal Significance
Nominal p-value
Non-Binomial Metric
Non-Inferiority Margin
Non-Inferiority Test
Non-Parametric Test
Normal Distribution
Novelty Effect
Null Hypothesis
Null Hypothesis Statistical Test
OCE
OEC
Observed Significance
One-Sided Hypothesis
One-Tailed Test
One-sided Test
Online Controlled Experiment
Optional Stopping
Overall Evaluation Criterion
Overpowered Test
Parametric Test
Peeking
Percent Change
Point Hypothesis
Power Analysis
Power Function
Primary KPI
Proportion
Purchase Rate
p-value
p-value Adjustment
p-value Distribution
ROI
RPU
Randomization
Randomizer
Rate
Rejection Region
Relative Change
Relative Difference
Representative Sample
Representativeness
Return on Investment
Revenue per User
Reward
Risk
Risk-Reward Analysis
SD
SEM
SRM
Sample Ratio
Sample Ratio Mismatch
Sample Size
Sample Space
Seasonality
Secondary KPI
Segmentation
Selection Bias
Sensitivity
Sequential Monitoring
Sequential Testing
Serial Testing
Severity
Sidak Correction
Sigma
Significance Level
Significance Test
Significance Threshold
Significant
Split Test
Standard Deviation
Standard Error of the Mean
Statistic
Statistical Design
Statistical Model
Statistical Power
Statistical Significance
Statistically Significant
Subgroup Analysis
Sufficient Estimator
Superiority Test
Survivorship Bias
T-test
Test Duration
Test Group
Test Of Significance
Theta
Transaction Rate
Treatment
Two-Sided Hypothesis
Two-Tailed Test
Two-sided Test
Type I Error
Type II Error
t Score
UMP
Unbiased
Unbiased Estimator
Underpowered Test
Uniformly Most Powerful Test
Variance
Variant
Z-test
z Score
If you have a suggestion for an A/B testing term we should add to this glossary do not hesitate to contact us.
Analytics Code Wizard
Analytics Copy/Paste
Easy View Filters
Auto Spam Filters
Check Health Status
E-commerce Data Validator
Advanced URL Builder
Import Cost Data
A/B Testing Calculator 
Analytics Dashboard
Statistical Calculators
A/B Test ROI Calculator 
Smart Data Explorer
Google Update Checker