Product Experimentation Glossary

A collection of commonly used terms


A/A Testing

An A/A test funnels control and test groups to the same version of an experience. This differs from an A/B test, which… Read More

A/B Testing

An A/B test is an experiment that compares two different versions of something and measures which one is more effective. These two different versions are… Read More

A/B/n Testing

An A/B/n test is an experiment that compares at least 3 different versions of something and measures which one is more effective. These different versions are often… Read More

Above the Fold

Above the fold refers to content on a website or newspaper that is visible without scrolling or unfolding the newspaper… Read More

Agile Software Development

Agile is an iterative approach to software development that helps teams deliver more value to their customers, faster… Read More

Average Order Value (AOV)

Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or app. To calculate, simply… Read More



Statistical methods that assign probabilities or distributions to events (such as rain tomorrow) or parameters (such as a population mean) based on… Read More

Below the Fold

Below the fold refers to content on a website or newspaper that is not visible without scrolling or unfolding the… Read More

Behavioral Targeting

Behavioral targeting uses people’s activities to determine which advertisements, messaging, product features, and… Read More

Beta Testing

The practice of users trying out a product within a production environment before a general release… Read More


Canary Launch

A Canary Launch is a technique to reduce risk when releasing a new feature or product by incrementally rolling out… Read More

Canary Testing

Canary Testing is a technique for evaluating the impact of new features or products while minimizing risk… Read More

Churn Rate

The percentage of customers that stop using your service or stop engaging with business within a given time frame… Read More

Conversion Rate

A conversion rate records the percentage of users who have completed a desired action. Conversion rates are calculated by… Read More

Conversion Rate Optimization (CRO)

The process of increasing the percentage of users who perform a defined action (a conversion) on a… Read More


Dynamic Config

Dynamic Config is a software development tool that provides real-time configuration updates to code… Read More


Feature Gates

A Feature Gate, or Feature Flag, is a tool that helps product teams gradually launch newly built features… Read More

False Positive Rate

Refers to the expected chance that we observe a statistically significant result on a metric given that there is no actual effect… Read More



Refers to the practice of targeting visitors online with localized content based on… Read More


Landing Page Optimization

Landing page optimization is the process of improving structure, design, or elements on a landing page to increase… Read More


Minimum Detectable Effect (MDE)

The smallest estimated effect size that an experiment is designed/powered to detect… Read More


P Value

The probability that the observed effect can arise by random chance… Read More

Power (aka Beta)

The probability of finding a real effect (the MDE), when it exists. Read More

We use cookies to ensure you get the best experience on our website.

Privacy Policy