Glossary - Foster & Funnel

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A/B Testing

A/B testing is a controlled experimentation method used to compare two or more variants of...

Absolute Lift vs Relative Lift

Absolute lift refers to the direct change between two values, while relative lift expresses that...

Accessibility

Accessibility is the practice of designing digital experiences that can be used by people with...

Activation

Activation refers to the point at which a user or lead experiences initial value from...

Affordance

Affordance refers to how an element visually or contextually suggests how it should be used....

Answer Engine Optimisation (AEO)

Answer Engine Optimisation (AEO) focuses on optimising content to be surfaced directly as answers by...

Associative Memory Network

An associative memory network describes how concepts, experiences, and emotions are linked together in memory....

Attention Economy

The attention economy recognises attention as a scarce resource. Digital experiences compete not only with...

Attribution

Attribution refers to the method used to assign credit for a conversion across the touchpoints...

Attribution Bias

Attribution bias refers to systematic errors in assigning credit for outcomes, often caused by oversimplified...

Awareness

Awareness is the stage where a user becomes conscious of a problem, need, or brand....

B

Baseline

A baseline is the reference point used to compare performance before and after a change....

Big Data

Big data refers to extremely large, complex datasets that cannot be easily processed using traditional...

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Call to Action (CTA)

A Call to Action (CTA) is a prompt that directs users toward a specific next...

Central Data Platform

A central data platform is a broader term referring to the system or architecture used...

Choice Architecture

Choice architecture refers to the way options are structured and presented to users within a...

Cognitive Dissonance

Cognitive dissonance occurs when an individual experiences discomfort due to conflicting beliefs, expectations, or information....

Cognitive Load

Cognitive load refers to the mental effort required for a user to process information and...

Commitment Bias

Commitment bias refers to the tendency for individuals to remain consistent with previous actions or...

Competitive Analysis

Competitive analysis is the process of evaluating competitor experiences to understand market standards, differentiation, and...

Confidence

Confidence refers to the degree of certainty that a conclusion or decision is correct based...

Confidence Interval

A confidence interval is a range of values that estimates where the true performance of...

Consideration

Consideration is the stage where users actively evaluate options, compare alternatives, and seek information to...

Control Group

A control group is a set of users who do not receive a tested change...

Convergent Thinking

Convergent thinking is the process of narrowing options to select the most viable or impactful...

Conversion Rate (CVR)

Conversion Rate (CVR) is the percentage of users who complete a desired action after interacting...

Conversion Rate Optimisation (CRO)

Conversion Rate Optimisation (CRO) is the structured practice of improving digital experiences to increase the...

Correlation vs Causation

Correlation indicates a relationship between two variables, while causation implies that one directly causes the...

Cost per Acquisition (CPA)

Cost per Acquisition (CPA) measures the cost required to acquire a single conversion, customer, or...

Customer Data Platform (CDP)

A Customer Data Platform (CDP) is a system that collects, unifies, and manages customer data...

Customer Journey

The customer journey represents the end-to-end sequence of interactions a person has with a brand,...

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) estimates the total value a customer is expected to generate over...

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Data Integrity

Data integrity refers to the accuracy, consistency, and reliability of data throughout its lifecycle. High...

Data Warehouse

A data warehouse is a central repository designed to store, process, and analyse large volumes...

Decision / Conversion

This stage represents the point at which a user commits to an action, such as...

Decision Fatigue

Decision fatigue describes the decline in decision quality that occurs when users are required to...

Demand Generation

Demand generation is the set of marketing activities focused on creating awareness, interest, and demand...

Design Conventions

Design conventions are widely accepted patterns and standards for how interfaces are structured and behave....

Diminishing Returns

Diminishing returns occur when incremental effort produces progressively smaller gains. This concept informs optimisation prioritisation....

Divergent Thinking

Divergent thinking is the process of generating a wide range of ideas, insights, or possibilities...

Double Diamond

The Double Diamond is a design framework that describes a process of divergent and convergent...

E

Effectiveness

Effectiveness measures whether an initiative achieves its intended outcome, regardless of cost or effort. It...

Efficiency

Efficiency describes how effectively resources are converted into outcomes. In digital optimisation, efficiency often refers...

Empirical Evidence

Empirical evidence refers to information derived from direct observation or measurement rather than theory or...

Equity Stack

The BOR Equity Stack is a conceptual framework describing how Brand, Offering, and Relationship combine...

Experimentation Maturity

Experimentation maturity describes how effectively an organisation designs, runs, and learns from experiments over time....

Experimentation Roadmap

An experimentation roadmap is a structured plan that outlines planned tests, priorities, and sequencing over...

Extended Decision-Making

Extended decision-making occurs when users invest significant effort in evaluating options, often due to high...

F

False Positive

A false positive occurs when analysis suggests an effect or improvement that does not actually...

Friction

Friction refers to any element within a digital experience that increases effort, uncertainty, or hesitation...

Funnel

A funnel is the sequence of steps a user moves through from an initial interaction...

Funnel vs Pipeline

A funnel models how users or leads move from awareness to conversion, while a pipeline...

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Heatmap

A heatmap is a visual representation of user interaction data, showing where users click, scroll,...

Heuristic Review

A heuristic review is an expert-led evaluation of a digital experience against established usability and...

Hierarchy of Needs

The hierarchy of needs is a motivational framework describing how fundamental needs must be satisfied...

Holdout Group

A holdout group is a subset of users intentionally excluded from an experience, campaign, or...

Hypothesis

A hypothesis is a testable statement that predicts the impact of a specific change on...

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Incremental Impact

Incremental impact refers to the net change in an outcome that is directly attributable to...

Incrementality

Incrementality is the principle of measuring whether an outcome occurred because of an intervention, rather...

Information Scent

Information scent refers to the cues users rely on to predict whether a link, page,...

Insight Backlog

An insight backlog is a structured collection of observations, learnings, and opportunities identified through research,...

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Jakob’s Law

Jakob’s Law states that users spend most of their time using other websites and digital...

L

Lagging Indicator

A lagging indicator measures outcomes that occur after user behaviour has fully played out. Lagging...

Large Language Model (LLM)

A Large Language Model (LLM) is a type of artificial intelligence trained on vast amounts...

Lead Generation

Lead generation focuses on capturing contact information from potential buyers who have expressed interest in...

Lead Magnet

A lead magnet is an incentive offered to users in exchange for their contact information....

Leading Indicator

A leading indicator is a metric that provides early signals about future performance. Leading indicators...

Leading vs Lagging Alignment

Leading vs lagging alignment refers to the intentional use of early indicators to anticipate later...

Lift

Lift refers to the relative improvement in a performance metric attributable to a specific change,...

Limited Decision-Making

Limited decision-making involves some evaluation but relies heavily on heuristics and prior knowledge. Effort is...

Loss Aversion

Loss aversion describes the tendency for individuals to prefer avoiding losses over acquiring equivalent gains....

LTV to CAC Ratio

The LTV to CAC ratio compares the lifetime value of a customer to the cost...

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Marketing Qualified Lead (MQL)

A Marketing Qualified Lead (MQL) is a prospect who has demonstrated sufficient interest or engagement...

Measurement Framework

A measurement framework defines how success is measured, including metrics, definitions, ownership, and cadence. Frameworks...

Mental Model

A mental model is an internal representation users hold about how something works. Mental models...

Micro-Conversion

A micro-conversion is a smaller action that indicates user engagement or progress toward a primary...

Motivation vs Ability

Motivation vs ability describes the balance between a user’s desire to act and their capacity...

Multivariate Testing

Multivariate testing is an experimentation method used to evaluate the combined impact of multiple variables...

N

Need Recognition

Need recognition is the moment when a user becomes aware of a gap between their...

Nominal Decision-Making

Nominal decision-making occurs when a user makes a habitual or routine choice with minimal effort...

Nurture

Nurture refers to the ongoing engagement of prospects over time through relevant content and communication,...

O

Opportunity Cost

Opportunity cost represents the value of the best alternative that is forgone when choosing one...

Optimisation Ceiling

An optimisation ceiling represents the practical limit of improvement within a given experience before structural...

Overfitting

Overfitting occurs when a model, insight, or conclusion is too closely aligned to a specific...

P

Pay-Per-Click (PPC)

Pay-Per-Click (PPC) is a form of digital advertising where advertisers pay each time a user...

Payback Period

The payback period is the time required for an investment to recover its initial cost...

Perceived Risk

Perceived risk refers to a user’s subjective assessment of potential negative outcomes associated with a...

Persona

A persona is a semi-fictional representation of a user or customer segment, based on research,...

Personalisation

Personalisation is the practice of tailoring content or experiences based on user attributes, behaviour, or...

Persuasion vs Manipulation

Persuasion aims to help users make informed decisions aligned with their goals, while manipulation exploits...

Pipeline

Pipeline refers to the set of active opportunities that are progressing through defined stages toward...

Pipeline Velocity

Pipeline velocity measures how quickly opportunities move through the pipeline from creation to close. It...

Post-Conversion / Retention

Post-conversion includes experiences that occur after the initial conversion, such as onboarding, usage, support, and...

Practical Significance

Practical significance considers whether an observed change is meaningful in real-world terms, regardless of statistical...

Primary Conversion

A primary conversion is the main action a digital experience is designed to achieve. It...

Q

Qualitative Data

Qualitative data is non-numerical information that captures user attitudes, motivations, and perceptions. It is often...

Quantitative Data

Quantitative data consists of numerical information that can be measured and analysed statistically. It is...

R

Regression to the Mean

Regression to the mean is a statistical phenomenon where extreme results are likely to move...

Research Synthesis

Research synthesis is the process of combining insights from multiple research sources to form a...

Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) measures the revenue generated for every unit of advertising spend....

Revenue per Visitor (RPV)

Revenue per Visitor (RPV) is a metric that measures the average revenue generated by each...

RevOps (Revenue Operations)

Revenue Operations (RevOps) is a cross-functional approach that aligns marketing, sales, and customer success around...

S

Sales Qualified Lead (SQL)

A Sales Qualified Lead (SQL) is a prospect deemed ready for direct sales engagement after...

Sample Size

What is it? Sample size refers to the number of users or observations included in...

Schema

A schema is a structured framework of knowledge that helps individuals organise and interpret information....

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is the practice of improving a website’s visibility in organic search...

Seasonality

Seasonality refers to predictable patterns in behaviour or performance that recur at regular intervals, such...

Segmentation

Segmentation is the process of grouping users based on shared characteristics or behaviours. Segments are...

Selection Bias

Selection bias arises when a sample is not representative of the broader population, leading to...

Session Replay

Session replay is a qualitative research method that records anonymised user interactions to recreate real...

Signal

A signal is a meaningful indicator within data that suggests a real pattern, intent, or...

Signal vs Noise

Signal vs noise describes the distinction between meaningful patterns in data (signal) and random or...

Social Proof

Social proof is a behavioural principle where individuals look to the actions or opinions of...

Statistical Significance

Statistical significance indicates whether an observed difference in performance is likely due to a real...

Survivorship Bias

Survivorship bias occurs when analysis focuses only on users or outcomes that completed a journey,...

System 1 Thinking

System 1 thinking refers to fast, automatic, and intuitive cognitive processes. It operates with little...

System 1 vs System 2

System 1 vs System 2 describes the interaction between intuitive and analytical thinking in decision-making....

System 2 Thinking

System 2 thinking refers to slow, deliberate, and analytical cognitive processes. It requires conscious effort...

T

Test Velocity

Test velocity refers to the rate at which experiments are launched, completed, and learned from...

The Self (Self-Concept)

The self refers to an individual’s perception of who they are, including values, identity, and...

Tracking Coverage

Tracking coverage describes how completely user behaviour and key events are captured across a digital...

Trust Signals

Trust signals are elements within a digital experience that reduce perceived risk and increase user...

Growth & optimisation knowledge base.

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