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Glossary Terms

You can access, learn and discover all terms related to the eCommerce here.

Marketing
Optimisation
Analytics
eCommerce
Engagement
A

A/B Testing

A/B Testing lets you see which campaign or visual design of your website is better and attracts more customers: A or B? A/B testing is a critical tool for improving conversion rates and sales. It can ...

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...

Address Verification System

Address Verification System (AVS) is a security service used by online retailers to verify the accuracy of billing addresses provided by customers during the checkout process and ensure that the addre...

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 emphasises flexibility, adaptability, and continuous improvement. It draws its inspiration from Agile software development, which is based on the principle...

Annual Recurring Revenue (ARR)

Annual Recurring Revenue (ARR) is a financial metric that refers to the amount of revenue a business expects to receive annually from its customers for its subscription-based products or services. It ...

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...

App Store Optimisation (ASO)

App Store Optimisation (ASO) is the process of optimizing mobile apps to increase their visibility and downloads in the app stores, such as the Apple App Store and Google Play. The goal of ASO is to r...

Application Programming Interface (API)

An Application Programming Interface (API) is a set of protocols and tools that allows different software applications to communicate with each other and exchange data. APIs allow developers to access...

Artificial Intelligence (AI)

Artificial Intelligence (AI) is a field of computer science that focuses on creating intelligent machines that can perform tasks that essentially require human intelligence, such as visual perception,...

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 (AOV) 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 ma...

Average Time on Site

Average Time on Site refers to the average amount of time customers spend browsing on a website. It provides valuable insights into the level of customer engagement. The longer the time spent on a sit...

B

B2B

B2B (Business-to-Business) 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

B2C (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, b...

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...

Big Data

Big Data refers to the large amounts of structured and unstructured data that are generated every day from various sources such as social media, sensors, and online transactions. These datasets are to...

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, where potential customers are close to making a purchase decision. BoFu marketing tactics focus on converting leads into paying cust...

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...

Brick and Mortar

Brick and mortar is a term used to describe traditional physical retail stores. This term has become more significant in recent years as eCommerce has grown in popularity, in need of differentiating t...

Bulk Ordering

Bulk ordering is the practice of purchasing a large quantity of products in a single transaction. It is commonly used by businesses, organisations, and individuals who need to buy products in large qu...

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...

Business Intelligence (BI)

Business Intelligence (BI) refers to the set of tools, techniques, and processes used by organisations to gather, analyse, and transform data into meaningful insights. BI involves a wide range of acti...

Buyer Persona

A buyer persona is the fictional representation of a business’s ideal customer, based on market research and real data. These personas are created based on the needs, motivations, and behaviours...

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...

Cart Optimisation

Cart optimisation is the process of improving the shopping cart experience to increase shopping cart conversion rates and prevent cart abandonment. This involves optimising the layout and design of th...

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...

Click & Collect

Click & Collect is a fullfilment option that allows customers to purchase products online and pick them up at a physical store location. This option is convenient for customers who want to avoid s...

Click-Through Rate (CTR)

Click-through 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 releva...

Content Management System (CMS)

A Content Management System (CMS) is a software application that allows users to create, manage, and publish digital content without the need for specialised technical knowledge. CMSs provide an intui...

Conversion Rate

Conversion rate refers to the proportion of website visitors who complete a specific action, such as making a purchase, filling out a form, or subscribing to a newsletter, after interacting with conte...

Conversion Rate Optimisation (CRO)

Conversion rate optimisation (CRO) is the process of increasing the number of users who carry out a specific action on a website. It involves analysing user behaviour and testing different design and ...

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 ...

Cost-per-Click (CPC)

Cost-per-Click (CPC) is an online advertising model where an advertiser pays the publisher based on the number of clicks they get. It is a way of driving traffic to a website rather than earning traff...

CRM

CRM is a software platform that assists businesses in managing their interactions and relationships with both potential and current customers. A CRM system may include: CRM aims to improve customer sa...

Cross-Selling

Cross-selling is a strategy that aims to encourage customers to purchase additional or complementary products or services to the ones they show an interest in, intend to buy or have already bought. It...

CSAT

Customer Satisfaction Score (CSAT) is a metric used to measure how satisfied customers are with a product, service or their interaction with a business. CSAT is usually measured through surveys, which...

Customer Acquisition

Customer Acquisition is the process of acquiring new customers and bringing them down to the purchase stage of the sales funnel. Customer acquisition involves identifying target audiences, creating ma...

Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is the total amount spent to acquire a new customer. The cost is calculated by dividing the total expenses made on sales and marketing efforts during a specific period ...

Customer Journey

A customer journey is a series of touchpoints and interactions that a customer has with a business from the first contact to after-sales support. It plays a critical role in the marketing funnel, whic...

Customer Lifetime Value

Customer Lifetime Value, CLV or LTV, is a metric that measures the total value a customer is expected to bring to a business. It takes into account the revenue a customer generates, the length of time...

Customer Retention

Customer retention is the process of engaging with existing customers to maintain their loyalty and reduce the likelihood of churn. It involves building long-term relationships with customers by provi...

D

Daily Active User (DAU)

Daily Active Users (DAU) is a metric that refers to the number of users who engage with an application, website, or platform within a 24-hour period. It is often used by technology companies to measur...

Data Silos

Data silos refer to isolated management systems that operate independently without the ability to integrate with other systems. In the eCommerce context, these silos can originate from diverse sources...

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. The less desirable option,...

Digital Wallet

A digital wallet is an electronic device or an online service that enables individuals to make electronic transactions easily. It stores payment information such as credit and debit card details, loya...

Direct Marketing Emails

Direct marketing emails refer to promotional emails sent by a business directly to a targeted list of email addresses with a list of new products, discounts, testimonials etc. These emails can be pers...

Direct Traffic

Direct refers to the visits that arrive on a website by typing the URL, clicking on a bookmark or through an unknown source that analytics can’t trace. In other words, these visitors bypassed se...

Direct-to-Consumer (DTC)

Direct-to-Consumerr (DTC) is a business model where the manufacturer provides a product/service directly to the consumer, forgoing a third-party distributor. DTC brands often leverage digital marketin...

Dropshipping

Dropshipping is a form of retail where the store does not keep the products in stock or on display. In this fullfilment method, the seller purchases the products from a third party that directly ships...

P

Page View

Page view is a metric used to measure how many times a particular web page has been viewed or visited by a user. It is a key performance indicator (KPI) that helps website owners and marketers to unde...

Pay-per-Click (PPC)

PPC or Pay-per-Click is a payment model where advertisers pay only when their ad is clicked. It is a way to purchase website visits instead of relying on organic traffic. PPC requires keyword bidding ...

Payment Gateway

A payment gateway is a service that enables online transactions by facilitating the exchange of information between a merchant, a customer, and the bank that issued the customer’s payment method...

Personalisation

Personalisation is the process of tailoring a product, service, or communication to the specific needs, preferences, characteristics and behaviour of a customer. It involves using customer data, such ...

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...