Glossary

A website intercept survey is a short questionnaire shown to visitors during their visit, triggered by behavior or page context rather than sent afterwards by email.

A microsurvey is a very short survey, usually one to three questions, embedded in a digital experience and designed to be answered in seconds.

Digital friction is anything in a digital experience that makes a task harder than the user expected, causing hesitation, extra effort, or abandonment.

Zero-party data is information a customer intentionally and proactively shares with a company, such as stated preferences, intent, or context, as opposed to data observed or inferred from their behavior.

Progressive profiling is building a customer profile gradually across visits, asking one or two questions at a time instead of requesting everything in a single form.

Voice of customer (VoC) is the practice of systematically collecting and acting on what customers say about their experience, across surveys, support contacts, reviews, and behavioral signals.

Experience optimization is the practice of continuously improving a digital experience by changing what visitors see based on how they behave and what they need, spanning testing, personalization, targeting and on-site research.

Conversion rate optimization is the practice of increasing the share of visitors who complete a defined action, using research to find what stops them and experimentation to confirm that a change helps.

Website personalization is the practice of varying what a visitor sees based on who they are or what they have done, so that different visitors receive different content, offers or navigation on the same page.

A/B testing is a controlled experiment that shows two or more versions of an experience to randomly assigned groups of visitors at the same time, to determine which one produces a better result.

Session replay records how individual visitors interacted with a page so the session can be watched back, and heatmaps aggregate those interactions into a visual map of where visitors clicked, moved and scrolled.

Digital analytics is the collection and analysis of behavioral data from websites and apps to measure what visitors did, how they moved through a journey, and which changes moved the numbers.

A digital adoption platform overlays guidance onto an existing application, using walkthroughs, tooltips and in-app messages to help users learn and complete tasks without changing the underlying software.

Customer experience management is the discipline of measuring and improving every interaction a customer has with an organization across channels, usually supported by a platform that collects feedback and routes it to the teams who can act on it.

A digital experience platform is the infrastructure layer that manages and delivers digital experiences across channels, combining content management, personalization, integration and delivery in one suite.

Proactive support is reaching a customer with help before they ask for it, triggered by a signal that suggests they are about to run into a problem, rather than waiting for them to start a conversation.

Customer intervention describes a mechanism rather than a software category: detecting that a customer is struggling in the moment, establishing why, and delivering a response within the same session.