301 Redirects

A 301 Redirects is a response in the web language HTTP causing the browser to display a different page due to a permanent change of location of the link. Simply, this redirect tells the browser to open a different since the URL has been moved or changed permanently.

A/B Multivariate Testing

Multivariate testing is a process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous A/B tests performed on one page at the same time. A/B tests are usually performed to determine the better of two content variations; multivariate… Read More »

Abandoned Basket/Cart

An abandoned cart or basket is an incomplete transaction. (Basket is the common UK English term, while Cart is US English). This refers to visitors who add items to their online shopping cart, but exit without completing the purchase. Shopping cart abandonment reasons can be caused by ergonomic difficulties in the buying process, need of… Read More »

Advanced Search

Advanced search allows customers to used more advanced functions to control the results that are returned to them. For example, some people find this handy when they want to choose a gift within a particular price range. Or perhaps they searching for multiple models of one product.

Affiliate Marketing

Affiliate Marketing is a technique where other publishers and websites will promote your business. Basically the way it works is that an affiliate is rewarded every time a visitor, customer or sale for your business is generated through an advertisement on their web site. There are many different ways compensation is provided, but the concept… Read More »

ALT Text

ALT text (Alternative Text) is a word or phrase that can be inserted as an attribute in an HTML (Hypertext Markup Language) document to tell website viewers the nature or contents of an image. The ALT text appears in a blank box that would normally contain the image. ALT text is useful when an image… Read More »

Alternate Item Views

The drawback of buying from an online store is that potential buyers are not able to obtain the actual look and feel of the product, which is one reason why they don’t buy it. However, there is a way to solve this, and that is by offering alternative item views of your products. This feature… Read More »

Alternative Payment Options

Not everyone is able to pay by credit card, and some people prefer to pay by one payment type. Allowing multiple payment options removes one barrier to creating a sale. Alternative payments refers to payment methods that are used as an alternative to credit card payments. Most alternative payment methods address a domestic economy or… Read More »


Analytics is the systematic computational analysis of data or statistics. Analytics is a multi-dimensional discipline. There is extensive use of mathematics and statistics, the use of descriptive techniques and predictive models to gain valuable knowledge from data – data analysis. It is especially valuable in areas rich with recorded information, analytics relies on the simultaneous… Read More »


(Application Programming Interface) A language and message format used by an application program to communicate with the operating system or some other control program such as a database management system (DBMS) or communications protocol. APIs are implemented by writing function calls in the program, which provide the linkage to the required subroutine for execution.

Average Order Value (AOV)

Average Order Value is a basic but fundamental metric for eCommerce that allows you to track the average amount each customer is spending during a transaction over a specific time frame. It represents the value of an average order within a period of time. It is quite simply calculated by dividing Revenue by Number of… Read More »


A backlink, in basic terminology, is any link received by another web page and it is a way for online users to navigate from one page to another. It is synonymous with incoming links, inlinks, and inbound links.

Best Sellers

A best sellers list provides customers with an insight into which products other customers are purchasing. If trying to choose a technical product such as a digital camera a customer would be tempted to buy the most popular, or best selling product, rather than spending time researching the nuances of the different models available.

Bounce Rate

Represents the percentage of visitors who enter the site and “bounce” (leave the site) rather than continue viewing other pages within the same site. Bounce rates tend to reflect non-relevant traffic – people who arrive and find the site is not for them – or usability issues such as slow page loading time.

Breadcrumb Navigation

Breadcrumb navigation is used to help keep track of a viewer’s location within a website – normally a visualised hierarchy of directory pages with arrows showing the direction of navigation. They are a way for users to navigate back to where they were before, as well as jump back several stages in one click, and… Read More »


Short for website browser, this is a software application that allows users to connect and interact with information on the internet. A browser displays information gathered and organized for users which was sent from a server to display a webpage.

Call to Action (CTA)

CTA or Call to Action is a contextual or image that explicitly tells website visitors (could be leads, long-time customers, random web browsers) to take action. Literally, a CTA is a call to take an action and it could be anything from downloading an eBook, signing up as a subscriber, getting a free coupon, signing… Read More »


eCommerce sites all have checkout pages that allow customers to fill in their personal details and credit card information in order to complete a purchase. The checkout process is undoubtedly one of the most important aspects of a sale. The length and ease of the process, as well as how much information you provide during… Read More »

Click-through Rate (CTR)

Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an email campaign by the number of users that clicked on a specific link. It is an essential performance indicator for online marketing. For example, if 5 people clicked on… Read More »

Concurrent Visitors

Concurrent visitors refers to the number of users active on your website at the same time. This can be used to monitor the real-time response to marketing campaigns and to test your maximum load on your server.

Content Management System (CMS)

A content management system (CMS) is a computer program that allows publishing, editing and modifying content as well as maintenance from a central interface. Such systems of content management provide procedures to manage workflow in a collaborative environment. These procedures can be manual steps or an automated cascade. Its main purpose is to avoid the… Read More »


A conversion happens when a person successfully takes an action on a website that is linked to further action down the customer funnel. It does not necessarily have to mean a successful purchase of a product; it can alternatively mean that a viewer clicked on an ad that took them to a new promotional page…. Read More »

Conversion Funnel

The conversion funnel is the step-based model for sales and marketing. It describes the track a consumer takes through an Internet advertising or search system, navigating an eCommerce website and finally converting to a sale. It tracks the path to conversion for a specific action, which in eCommerce is typically a transaction, after visiting the… Read More »

Conversion Rate

The conversion rate is the number of visits to your website that result in a successful completion of a particular action or event. Traditionally, for eCommerce, the action is a transaction. It is used to describe the act of converting site visitors into paying customers. Although different sites may consider a “conversion” to be some… Read More »


A message given to a Web browser by a Web server. The browser stores the message in a text file. The message is then sent back to the server each time the browser requests a page from the server. The main purpose of cookies is to identify users and possibly prepare customized Web pages for… Read More »

Coupons, Rebates, Promo Codes

A coupon, rebate and promo code is a voucher that entitles customers to receive a discount off a particular product. They incentivise customers to go ahead with purchase, and can be time-limited.


Cross-sell is a marketing term for the practice of suggesting related products or services to a customer who is considering buying something. Amazon, one of the most popular online stores, reported that a whopping 35% of their sales last 2006 came from cross-sells. If you’re buying a book on their store, for example, you may… Read More »


Short for Cascading Style Sheets, a new feature being added to HTML that gives both Web site developers and users more control over how pages are displayed. With CSS, designers and users can create style sheets that define how different elements, such as headers and links, appear. These style sheets can then be applied to… Read More »

Customer Acquisition Cost

Customer Acquisition Cost is the cost associated in convincing a customer to buy a product/service. This cost is incurred by the organization to convince a potential customer. This cost is inclusive of the product cost as well as the cost involved in research, marketing, and accessibility costs. This is an important business metric. It plays… Read More »

Customer Experience

The phrase used to describe the relationship a customer has with a business. Customer experience refers to the total of all experiences the customer has with the business, based on all interactions and thoughts about the business. Customer experience is an integral part of customer relationship management (CRM), and it is important to businesses because… Read More »

Customer Lifetime Value

Customer Lifetime Value is defined as the dollar value of a customer relationship, based on the present value of the projected future cash flows from the customer relationship. Customer lifetime value is an important concept in that it encourages firms to shift their focus from quarterly profits to the long-term health of their customer relationships…. Read More »

Customer Retention

Customer retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company’s ability to attract and retain new customers, is not only related to its product… Read More »

Customer Service

Customer service is simply the service you provide to your prospects and customers across all stages of the customer life cycle. It is the provision of service to customers before, during and after a purchase. Great customer service can take an eCommerce company’s revenue and customer retention sky high simply by nurturing a customer’s experience… Read More »

Customer Life Cycle

Customer Life Cycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service. The stages are not set in stone and differ between different companies and industries. However, normally the stages are as follows: 1. Visitor 2. Lead/Contact 3…. Read More »


Dimensions are qualitative attributes of a particular object, they are used to describe that object in greater depth. This is used very regularly when deploying analytics platforms to analyse your data. For example a product – an object of data – can be given different dimensions such as product category, SKU & product name. These… Read More »

Direct Traffic

Direct Traffic is the flow of visitors onto your site who type your page URL directly into their search bar at the top of their internet browser. Typically, people measure direct traffic by looking at the HTTP referrer for each page view: when you visit a page, your browser usually records the referrer that sent… Read More »


eCommerce or Electronic Commerce is used to describe business that is conducted over the Internet using any of the applications that rely on the Internet, such as e-mail, instant messaging, shopping carts, Web services, UDDI, FTP, and EDI, among others. Electronic commerce can be between two businesses transmitting funds, goods, services and/or data or between… Read More »

eCommerce Platform

The basic definition of an eCommerce platform is “a software that enables transaction via the internet”. These platforms have quickly developed into comprehensive, all encompassing online retail solutions. Allowing retailers to target, capture, engage and retain customers, through not just the traditional web store, but also via offline, mobile and social media channels. There are… Read More »

Email Newsletter

Sending email newsletters as part of an email marketing campaign is one of the earliest online marketing strategies to emerge, even before the advent of social media marketing and other newer methods. Thus, many considers email newsletters to be outdated and old-fashioned. Although there is truth in that context, it cannot be denied that email… Read More »

Escape Sequences/Characters

Escape sequences are series of characters used to change the state of computers and their attached peripheral devices. Escape sequences use an escape character to change the meaning of the characters which follow it. An escape character is usually assigned to the Esc key on a computer keyboard, and can be sent in other ways… Read More »


Creating exclusive offers relies on the scarcity marketing model. This is a psychological principle that shows that if you go to two different websites that offer the same product, you will be more likely to buy one that is seen as more limited or rare. The exclusivity, or scarcity, of the offer can be made… Read More »

Exit Percentage

Exit percentage or exit rate tells you how many people leave your site from a particular page. Every visitor that comes to your site eventually leaves it in one way or another. This statistic tells you which pages they are leaving from. To calculate the exit rate, Analytics looks at the total number of exits… Read More »


Electronic fraud is the crime of using an internet scheme meant to mislead or withhold information from an individual or company in order steal information, money or products. eCommerce fraud has slowly risen alongside the growth of eCommerce in general, which costs companies many millions of pounds each year. It is inevitable, and systems and… Read More »

Free Shipping

In the years past, online shopping has become synonymous with free shipping, so much so that many online shoppers expect free shipping for all items that they buy. Big and established online stores like Amazon and eBay have free shipping policies for their eCommerce stores, but this does not mean that small and medium enterprises… Read More »


Friction is a term used in the UX/UI design of websites to indicate problem areas in the road to checkout and purchase. It relies heavily on behavioural studies and takes into account technology like eye-tracking software to indicate where advertisements, CTAs and other information should be ideally placed. The less friction there is in a… Read More »

Fulfillment House

A company that specializes in providing fulfillment services on behalf of a product owner. In addition to providing storage facilities, a fulfillment house accepts, fills, and ships orders. Many eCommerce companies will enlist the help of a fulfillment house in order to improve efficiency with the least expenditures and hassle. Fulfillment houses, depending on their… Read More »

Gift Centre / Suggestions / Guides

Some eCommerce stores curate a list of gifts for types of individuals. For example, a clothes store might curate a list of shirts for men, when coming up to Father’s Day.    

Gross Profit Margins

A financial metric used to assess a firm’s financial health by revealing the proportion of money left over from revenues after accounting for the cost of goods sold. Gross profit margin serves as the source for paying additional expenses and future savings. Without a steady gross profit margin, a company will not be able to… Read More »


HTML, or Hyper Text Markup Language, is a standard language used for the internet to instruct what colour, font size, graphics and hyperlinks a page should have. A new version, called HTML5, is the next major revision of this universal standard language.