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A
A/B Testing
A/B testing is a critical tool for improving conversion rates and sales. It can be used to optimise product pages, checkout processes, and email campaigns, in short, customer experience. An eCommerce ...
Account Based Marketing
Account Based Marketing is a marketing strategy that focuses on a specific audience, rather than targeting a large number of prospects. It adapts a personalised and targeted approach to marketing in w...
Affiliate Marketing
Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic and sales to their website or product. Affiliates earn a commission for every sale ...
Agile Marketing
Agile marketing is a marketing approach that emphasizes flexibility, adaptability, and continuous improvement. It draws its inspiration from Agile software development, which is based on the principle...
App Stickiness
App stickiness refers to the ability of a mobile app to keep users engaged and using the app over an extended period of time. A sticky app is one that provides a valuable and enjoyable user experience...
Augmented Reality
Augmented Reality (AR) is the combination of a real-world setting with computer-generated content. It sets off multiple senses including visual, auditory, tactile, olfactory and even gustatory. ItR...
Automation
Automation is adapting machines, and such, into a process to make it operate automatically without the need for manual work. Its biggest benefit is the saving of a lot of money and time. Automation in...
Average Order Value
Average order value is the average amount each customer spends on each purchase. This metric is calculated by dividing the total sales revenue within a specific time by the number of puchases made dur...
B
B2B (Business-to-Business)
Business-to-business (B2B) is a business model where businesses sell goods or services to other businesses. These are used by another business to operate or produce goods and services for consumers. B...
B2C (Business-to-Customer)
Business-to-customer is a business model where businesses sell goods or products to individual consumers. These sales can occur through online and offline channels, such as eCommerce websites, brick-a...
Behavioural Analytics
Behavioural analytics is a data analysis approach that involves collecting and analysing data on how visitors interact with websites, mobile apps, or social platforms. Its aim is to analyse and unders...
Black Friday
Black Friday is considered one of the biggest shopping events and the beginning of the holiday shopping season. It is characterised with big dicounts and promotions by retailers both online and physic...
Bottom of the Funnel (BoFu)
Bottom of the Funnel (BoFu) is the final stage of the sales funnel, potential customers are close to making a purchase decision. BoFu marketing tactics focus on converting leads into paying customers ...
Bounce Rate
Bounce rate is a metric that shows the percentage of visitors that leave a website after viewing one page without interacting with the website further and performing any action. A high bounce rate can...
Bundling
Bundling is a marketing strategy that businesses use to sell products and services as a package deal. Bundling is used to increase the perceived value of the offer and to encourage customers to make m...
C
Call to Action (CTA)
A Call to Action (CTA) is a marketing term used to describe a statement or button on a website or advertisement to encourage the user to take action, such as signing up for a newsletter, downloading a...
Cart Abandonment
Cart abandonment occurs when a potential customer adds items to their cart on an eCommerce website but leaves without carrying out an action and completing the purchase. It is a common challenge for o...
Churn Rate
Churn rate is a metric used to measure the percentage of customers or subscribers that cancel or do not renew their subscription or stop using the company’s products or services within a given p...
Clickthrough Rate (CTR)
Clickthrough rate (CTR) is a metric used to measure the percentage of clicks a website or advertisement receives. CTR shows the effectiveness of online marketing campaigns and how engaging and relevan...
Conversion Rate
Conversion rate is the percentage of visitors who take the desired action after engaging with a content or viewing a product on a website. It can be either making a purchase, filling out a form, subsc...
Cookies
Cookies are text files that are stored on a user’s device when they visit a website and are sent back to the server. Cookies are used to collect and store information about how a user interacts ...
CTA (Call to Action)
CTA (Call to Action) refers to a prompt, mostly a button, that aims to encourage a website visitor to take the desired action. The said action can be making a purchase, viewing a campaign, engaging wi...
Customer Acquisition
Customer Acquisition is the process of acquiring new customers and bringing them down to the purchase stage of the sales funnel. This involves identifying target audiences, creating marketing campaign...
Customer Journey
Customer journey is the full experience a customer has while interacting with a brand, from first seeing a product to the point until after their journey....
D
Decoy Effect
Decoy Effect is a phenomenon where consumers may signal a preference change when presented with a third option, creating an asymmetrical dominance towards the novel stimuli....
Direct to Customer (DTC)
DTC is a business model where the manufacturer provides a product/service directly to the consumer, forgoing a third-party distributor....
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EBITDA
EBITDA is short for earnings before interest, taxes, depreciation, and amortisation. It is a common financial metric in eCommerce used to evaluate a company’s financial performance. It measures ...
eCommerce
eCommerce, short for electronic commerce, refers to the buying and selling of goods and services online. eCommerce allows businesses to reach customers anywhere in the world and enables customers to s...
Email Marketing
Email marketing is a way of interacting with registered customers through email, informing them about promotional offers, sales etc....
Engagement Data
Engagement data is the collected information on the interactions between a customer and a brand. This data can consist of metrics such as time spent on the site, page views, clicks, and shares on soci...
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Fomo Marketing
Fomo marketing is about digital messaging and storytelling that appeals to consumer expectations and makes them think they have an opportunity that might slip through their fingers. FOMO is a psycholo...
Fulfilment
Fulfilment refers to the process through which an order reaches the customer, starting from the online store receiving the order to delivering the purchase to customers. It includes everything from in...
I
iGaming
iGaming encompasses all sorts of online gambling and betting on competitions like games, sports, video games and poker on internet. iGaming players can participate using desktop or mobile devices, and...
Inbound Marketing
Inbound Marketing aims to develop trust and credibility for a website by combining SEO, content marketing and more to create brand awareness. By providing valuable information and building trust with ...
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Landing Page
Landing page is the page displayed after a user clicks on a link, known as the end of the conversion funnel. A landing page is the answer to the ‘Call to Action’. Landing pages are designe...
Lead Nurturing
Lead nurturing is gradually initiating a relationship with sales leads that have not yet decided to buy from your company yet are interested. The process involves providing relevant and useful informa...
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Margin
Margin is the difference between the price a retailer pays for a product and that a customer pays for the same product. Margin is expressed as a percentage, and is used as a measure of profitability f...
Minimum Viable Product (MVP)
Minimum viable product is an earlier version of a product that helps that attracts early adopters and gather feedback for future development. The goal of an MVP is to test and validate a business idea...
Monthly Recurring Revenue (MRR)
Monthly recurring revenue is a measure of your business’ predictable monthly revenue resulting from all your active subscriptions. It is calculated by multiplying the number of paying customers ...
N
Net Promoter Score
Net promoter score is a form of asking the customers’ the likelihood of them recommending the product/service/company to others; typically a single question survey. It is calculated based on a c...
Non-click Behavioural Data
Non-click behavioural data refers to a school of analytics that analyses how people behave online without considering what they click on, such as hovering over an image, scrolling down a page etc. It ...
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Omni-channel
Omni-channel is interacting with customer within and between different channels, creating seamless customer experiences. An omni-channel approach aims to unify the customer experience, allowing custom...
One-to-One Personalisation
One-to-one personalisation is a more personalised approach to delivering a highly unique customer experience by using all the available data. It aims to tailor the customer experience to an individual...
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Pay-Per-Click (PPC)
PPC is a payment type where a business only pays the advertiser each time an ad gets clicked on. This is a way to buy visits to a website rather than attempting to earn those visits organically. Adver...
Pop-Up
A pop-up is a type of graphical user interface element that appears suddenly on the current screen or window. Pop-ups are commonly used on websites to draw attention to various types of content, such ...
Predictive Segmentation
Predictive segmentation is a technique used to cluster customers based on the probability of them taking specific actions. It uses data analytics and machine learning techniques to identify and group ...
Product Detail Page (PDP)
Product detail page is a web page that displays detailed information about the product viewed on an eCommerce site. It is the page that a customer lands on when they click on a product listing in an o...
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Recurring Revenue
Recurring revenue refers to the predictable and ongoing income that a company generates from a stable, often subscription-based source. It is revenue that a business can rely on to continue coming in ...
Refund
A refund is a payment made by a seller to a buyer to compensate for an unsatisfactory purchase or an overpayment. Refunds are typically issued when a customer returns a product, cancels a service, or ...
S
Search Engine Optimisation (SEO)
Search engine optimisation is the process of improving the quality of organic traffic to a website/webpage from a search engine. The goal of SEO is to increase the quantity and quality of organic traf...
Segmentation
Segmentation is creating customer clusters based on shared traits, such as behaviour and consumption patterns. This helps businesses to better understand and target their customers with more personali...
Social Proof
Social proof is a phenomenon in which people’s decisions and actions are influenced by the behaviour and opinions of others. It is based on the idea that humans are social creatures and are more...
U
Upselling
Upselling is selling an upgraded or a higher version of the initial product the customer intends to buy. It aims to increase the profit and AOV by offering a more expensive product. There are many way...
User Experience (UX)
User experience, or UX, refers to the overall experience and reflects the level of satisfaction of a person when interacting with a product, service, or system. A good UX design involves a deep unders...
