Glossary

Your ecommerce essentials and key terminology

A/B Testing

A/B testing is an experimentation method used in marketing, web development, and other fields to compare the performance of two different versions of a marketing or website element.

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Abandoned Cart

Cart abandonment is when an ecommerce shopper has added items to their shopping cart, but does not complete the purchase.

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Adaptive Experience

Adaptive experiences are a crucial element of digital experience optimization and personalization for ecommerce sites and marketing.

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Americans with Disabilities Act (ADA)

ADA is a civil rights law in the USA that prohibits discrimination based on ability.

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APIs

APIs (Application Programming Interfaces) allow different software applications to communicate with each other, enabling data sharing and integration. 

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Average Order Size (AOS)

Average Order Size (AOS) represents the average number of items purchased per transaction.

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Average Order Value (AOV)

Average Order Value (AOV) represents the average dollar amount spent per transaction.

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Benchmarking

Benchmarking is the process of comparing your performance metrics against those of similar organizations in the same industry.

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Composable Commerce

A modular approach to building e-commerce systems that emphasizes agility and flexibility, allowing businesses to quickly adapt to changing market conditions and customer demands.

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Conversion Rate

Conversion rate is a metric used in both marketing a sales to measure the percentage of users who complete a desired action (ie subscribe to a newsletter or make a purchase).

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Core Web Vitals

A set of metrics developed by Google to measure the quality of user experience on websites, including page load speed, interactivity, and visual stability. 

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Digital Experience Composition

Digital experience composition refers to the process of combining digital content, such as text, images, videos, and interactive elements, in a meaningful way to deliver a cohesive and personalized user experience. 

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Digital Experience Optimization

Digital Experience Optimization (AKA Customer Optimization, Experience Optimization, or EXO) refers to the ongoing process of providing the best possible experience for your ecommerce customers.  

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Digital Experience Technology

A broad category of technologies that enable businesses to create, manage, and deliver digital experiences across multiple channels and touchpoints, including web, mobile, and social.

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Digital Transformation

The process of using digital technologies to fundamentally change how a business operates, interacts with customers, and delivers value. 

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Directional Data

Directional data (AKA directional indicators) signals trends or changes in KPIs, business metrics, or experimentation results.

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Frontend-as-a-Service

Frontend-as-a-Service is a technology that allows a subscriber to build and deliver the part of their website that users interact with, without having to write the code or assemble and maintain the underlying infrastructure on their own. 

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Headless Architecture

A software architecture that separates the frontend presentation layer from the backend content management system, enabling greater flexibility and customization in designing and developing digital experiences. 

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MACH Technology

A set of principles for building modular, flexible, and scalable digital systems, which stands for Microservices, API-first, Cloud-native, and Headless. 

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Microservices

A software architecture that breaks down a large application into smaller, independent services that can be developed, deployed, and scaled separately, improving overall flexibility, scalability, and maintainability

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Omnichannel Retail

A strategy that provides a seamless, integrated customer experience across all commerce channels and touchpoints; such as web, mobile, social, and physical locations.

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Personalization

The process of tailoring digital experiences to individual customers based on their preferences, behavior, and other data.

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Service Organization Control Type 2 (SOC 2)

SOC 2 is the most sought-after cybersecurity compliance framework for SaaS organizations and ensures the protection of client data.

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Third-Party Data

Third-party data is consumer information that is indirectly collected and typically used for advertising and analytics purposes. 

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Web Content Accessibility Guidelines (WCAG)

The international set of guidelines for accessibility requirements on the World Wide Web.

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Zero-Party Data

Zero-party data is information that a shopper voluntarily and directly shares with a brand.

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