The Protocol - this refers to the plan for your test
The Control - this refers to the original page or element
The Signal – refers to your baseline conversion rate
Sample Size – refers to the number of hits each page will be exposed to
Action – refers to any step or process that you require visitors to make
Conversion Rate – refers to the ratio visits to the number of actions
Noise - refers variables outside of the protocol that will influence results
Lift – refers to the percentage increase
Latency – refers to a delay
Latent Actions – refers to actions that happen after the first contact