Calls to action (CTA) can be an image or line of text that prompts your visitors, leads, and customers to act. It is, quite literally, a "call" to take an "action".

The action you want people to take could be anything: download an eBook, sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in your marketing - on your website, in an ebook, in an email, or even at the end of a blog post.

The perception a customer has of a brand across every touchpoint, online or offline, over the full duration of their relationship. It is made up of user experience, digital experience, and offline experiences.

Why is customer experience important? 89 percent of customers stop doing business with a brand after a bad experience. In 2016, poor customer experiences cost US businesses $68 billion and UK businesses $48 billion.

A company's level of sophistication in measuring and delivering digital customer experiences on its websites and apps.

Digital experience maturity is comprised of the following:

• Visibility into digital customer experiences (i.e. understanding how customers behave and feel)
• The ability to action these insights throughout the organization (i.e. being agile with improvements)

Website and app improvement model that aims to optimize digital experiences. Digital experience optimization cycles through three stages: measuring, understanding, and improving.

This model is utilized by companies in the latter stages of digital experience maturity. It combines quantitative user data with qualitative user data in a way that enables companies to move beyond conversion rate optimization.

Digital Experience Score (DXS) objectively measures customer experience on websites, web applications, and native apps, granting immediate insight into the overall quality of experiences on properties.

DXS is based on five pillars of digital experience: Navigation, Engagement, Frustration, Technical, and Form Experience.

Personally identifiable information (PII) is information that can be used by itself or in the context of other information to identify, contact, or locate a person.

The discovery of common user journeys through websites and apps. Typically, digital teams use path analysis in the context of conversion, investigating the performance of particular pages or apps in relation to their contribution to a specific tracked event or outcome, such as making a purchase.

Path analysis also refers to in-page paths users take on websites or apps, which content they engage with, where they move their mouse, and specific Behaviors exhibited, such as Bird Nesting, Scroll Engagement, Reading, or Device Rotation.

A web design approach that makes your web page look good on all device types.

Pages should look good and be easy to use, responsive to the user's behavior and environment, regardless of the device type, screen size, platform and orientation. They should not leave out information to fit smaller devices, but rather adapt content to fit any device.

Unique number that a website's server assigns a specific user for the duration of that visitor's session.

The Session ID can be stored as a cookie, form field, or URL. Some servers generate session IDs by incrementing static numbers.

A single-page application (SPA) is a web app that loads a single HTML page which dynamically updates as the user interacts with the app.

SPAs use AJAX and HTML5 to create fluid and responsive web apps without constant page reloads. However, this means much of the work happens in JavaScript on the client side.

An internal page reference, also called a named anchor.

A URL fragment usually appears at the end of a URL and begins with a hash (#) character followed by an identifier. It refers to a section within a web page. For example, #/Page/1.