A method of comparing two versions of a page to determine which performs better based on user behavior and conversions. This data-driven approach removes guesswork from design decisions by letting real visitors vote with their actions. Framer's built-in A/B testing in Metrics lets you run experiments without third-party tools or complex setup.

A user action or system occurrence that can trigger responses, such as clicks, scrolls, form submissions, or page loads. Events drive interactivity by connecting user actions to visual feedback and functionality. Understanding events helps create responsive, engaging experiences.

Animation effects tied to scroll position, creating parallax, reveal, and other scroll-driven visual changes. Scroll transforms add interactivity and storytelling potential to long-form content. Balance visual interest with performance and accessibility considerations.

URL additions that track marketing campaign sources, enabling attribution of traffic to specific channels. UTM parameters identify which campaigns, channels, and content drive conversions. Add UTM parameters to links in emails, ads, and social posts. See Track UTM parameters and Google Ads IDs in forms.

Application Programming Interface—a set of rules that allows different software applications to communicate and share data. APIs enable integrations like pulling content from external databases, connecting to payment processors, or syncing with third-party services. Framer supports API connections through code components and code overrides for dynamic, data-driven sites.

A prominently styled button designed to attract clicks and drive users toward a conversion goal. Effective CTA buttons use contrasting colors, clear action-oriented text, and strategic placement. Test variations of your CTA—even small changes to wording or color can significantly impact click-through rates.