Learn all the key terms in digital experience with this handy online glossary

Bird’s nest behavior refers to when a user rapidly shakes their mouse around, leaving a jumbled mouse trail that, in session replays, resembles a bird’s nest – and denotes frustration or confusion.

Conversion rate optimization is a website and app improvement model that aims to turn more users into customers. It cycles through four stages: research, hypothesize, test, and evaluate.

Customer experience refers to the perception a customer has of a brand across every touchpoint, be it online or offline, over the full duration of their relationship.

Device rotation behavior refers to when a user rotates their tablet or mobile device, from portrait to landscape mode or vice versa.

Digital body language refers to every interaction and gesture a user makes on a website or app, ranging from how fast and at which angles they move their mouse, where they click, hover, and scroll; to device rotations, the rate at which they tap, where they pinch, and more.

A company’s digital experience maturity refers to its level of sophistication in measuring and delivering digital customer experiences on its websites and apps.

Digital experience optimization is a website and app improvement model that aims to optimize digital experiences. It cycles through three stages: measure, understand, and improve.

The Digital Experience Score (DXS®) is the world’s first all-encompassing metric for objectively measuring customer experience on websites, web applications, and native apps.

The engagement score is one of the five pillars of experience that are measured to produce the digital experience score (DXS®) of a digital property.

The form experience score is one of the five pillars of experience that are measured to produce the digital experience score (DXS®) of a digital property.

The frustration score is one of the five pillars of experience that are measured to produce the digital experience score (DXS®) of a digital property.

Mouse reading behavior refers to when a user directly follows the content they are reading on a website or app with their mouse, denoting an engaged user experience.

Multi-click behavior refers to when a user rapidly clicks or taps on an on-page element on a website or app, denoting a frustrated user experience.

The navigation score is one of the five pillars of experience that are measured to produce the digital experience score (DXS®) of a digital property.

Path analysis refers to 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 of a website or app in terms of their contribution to a specific user goal or outcome, such as making a purchase.

Qualitative user data refers to user data that describes attributes or properties. Examples include session replays, direct customer feedback, user testing – and anything else that involves deep, direct insights into customer sentiment and motivation.

Quantitative user data refers to user data that expresses a certain quantity, amount, or range. Examples include metrics like page views, click rates, session durations, conversion rates, and bounce rates.

Scroll engagement behavior refers to when a user scrolls down the page on a website or app in a smooth, regular rhythm, signifying the consumption of content.

Select & copy behavior refers to when a user selects text from a website or app and copies it, indicating engagement, comparison research, or even fraud.

Session replay refers to technology that enables companies to watch back videos of anonymized users interacting with their websites or apps.

The technical experience score is one of the five pillars of experience that are measured to produce the digital experience score (DXS®) of a digital property.

Website heatmaps refer to visualizations of on-page user behavior on website and apps. There are a number of different kinds, including click heatmaps, hover heatmaps, and scroll reach heatmaps.