Customer lifetime value is the net present value of the profit stream of a customer over the period they remain a customer of the organisation. If you plan to use the LTV as a tool it is worth reading The dangerous seduction of the LTV formula.
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
A/B testing software – Which A/B testing tools should you choose?
Types of A/B tests – How to optimise your website’s performance using A/B testing.