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Conversion rate optimization terminology

The difference between a variable, a value and a treatment

VARIABLE

A variable is a general element that you intend to test.
A Headline, An Image, Layout, Etc.

VALUE

A value is the specific version of the variable that you intend to test. If the variable is the headline then your values would be the different versions of that headline.

TREATMENT

A treatment is the display of your new values for the variable you are testing. In other words, the treatment is quite simply, what the element you are testing looks like.

 

 

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By Bobby Hewitt

Bobby Hewitt is the founder of Creative Thirst. A conversion rate optimization agency for health and wellness companies with a specialized focus in dietary supplements. We’ve helped health clients profitably scale using our four framework growth model validated through A/B testing. Bobby has over 17 years of experience in web design and Internet marketing and holds a bachelors degree in Marketing from Rutgers University. He is also certified in Online Testing and Landing Page Optimization and won the Jim Novo Award of Academic Excellence for Web Analytics. As well as a public speaker and contributing author to “Google Analytics Breakthrough: From Zero to Business Impact, published by Wiley.