Clickipedia: Code Freeze

What it is: A period of time in the development process during which established rules restrict making changes to source code on a website. In most cases, no changes whatsoever are permitted to the source code on a site during this period. What its not: A code release, which describes the distribution of a new […]

Clickipedia: Bootstrapping

What it is: The process of repeatedly re-sampling from a data set in an attempt to understand and estimate the population from which the sample was drawn. Bootstrapping provides some insight into the possible variability of a metric across a population, when only the value for a sample is known. What its not: A means of increasing […]

Clickipedia: Phablet

What it is: A class of mobile devices designed to straddle the functions of smartphone and tablet, combining characteristic features of both. What its not: A tablet or a smartphone. Though a phablet shares some characteristics with both, it remains distinct from either. Why it matters: When developing mobile, tablet, or responsive designs, it’s important to consider the […]

Clickipedia: Swim Lanes

What it is: The parsing of channels or traffic segments to ensure clean, collision-free testing. For large companies, distributed testing teams, or multi-funnel websites, swim lanes help organize optimization efforts and enable concurrent testing. What its not: An organization or functional silo, which describes the distinct separation of responsibilities between groups and teams in an […]

Clickipedia: Bust Rate

What it is: A measure of the number of tests that broke, failed to properly capture data, interfered with an existing site element, or in some other way created a problem that prevented the test from continuing. What its not: A test result. Bust rate is a measure of effectiveness and efficiency and is used […]

Clickipedia: Collisions

What it is: Multiple test experiences that overlap and interfere with one another, often leading to a diminished user experience, muddled data, and confounding effects on learnings. What its not: Prioritization. When creating a testing roadmap, it’s important to look for collisions within the queue, but collisions can be managed without being prioritized. Why it […]

Clickipedia: Cluster Analysis

What it is: An algorithmic technique, also known as “clustering,” used to organize large, diverse groups into subsets of smaller, more similar groups. What it’s not: Basic segmentation where the analyst arbitrarily decides to focus on one or two defining variables to divide the population into groups of users. Why it matters: Cluster analysis allows you […]

Clickipedia: Quantitative Research

What it is: A study that uses a systematic analysis of data to test a hypothesis. What it’s not: Qualitative research, which is a methodology that uses words, images, or objects to identify and understand motivations, relationships, patterns, and interactions. Why it matters: Quantitative research methods allow for broad analysis of large data sets through the use of […]

Clickipedia: Showrooming

What it is: A shopping behavior in which consumers price shop online after—or even while—visiting physical stores to see a product in person. Showroomers are typically searching for better deals or promotions online.  What its not: Webrooming, which describes a shopping behavior in which consumers browse online before buying in the store. Why it matters: […]

Clickipedia: Webrooming

What it is: A shopping behavior in which consumers research products and price shop online, then visit a physical store to evaluate and purchase the product in person. Webroomers are typically concerned with product fit, quality, color or some other personally relevant characteristic that hasn’t been clearly communicated online. What its not: Showrooming, which describes […]