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Sometimes it’s useful to communicate in jargon – it certainly keeps things shorter. And when you work in the same industry or environment as someone, it can be a clear and concise way of being understood. But what about those times when you really cannot recall what on earth the jargon means? Here’s our handy jargon-buster

Account-specific pricing .

The ability to provide account customers with their own personalised product prices.

Affiliate marketing .

A marketing tool that involves paying commission to other businesses for driving customer traffic to your website.

Bricks and mortar .

A business that has a physical office, warehouse, factory or store location where products can be purchased.

Bundled products .

Bundled products consist of several products grouped together and sold to the customer as a single package, usually at a special price.

Buyer persona .

A fictional representation of your ideal customer based on research and data.

Category page .

Grouping together products that have common attributes.

Checkout .

The purchasing procedure from shopping cart to order confirmation – perhaps the most important process on any ecommerce website.

Child product .

A child product has a specific attribute that relates to its parent product’s configuration. For example, if the parent product, Widget X, is configured by size, child products might include Widget X small, Widget X medium and Widget X large.

Click Through Rate (CTR) .

The number of clicks an ad receives divided by the number of times the ad is shown expressed as a percentage.

Conversion rate .

A metric for measuring ecommerce business performance, calculated by dividing the number of website visitors who complete an action or a process (such as placing an order), by the total number of visitors to the page where the action or process can be executed.

Conversion rate optimisation .

The process of improving the user experience of a website with the goal of increasing the percentage of visitors that convert into customers.

Cross selling .

Offering a customer related or complementary products to those being purchased, often at a special price, to encourage an increase in order value.


Cascading Style Sheets are rules that define the look and style of webpage elements such as font size, weight, style, colour, width, height, border and alignment.

CSV file .

A text file that allows data to be easily sent, read and processed.

Customer retention .

Creating a personalised, user-friendly buying experience that encourages customers to keep returning to, and purchasing from your site.

Customer segmentation .

Identifying customers who represent your highest profit potential and targeting them with offers and promotions tailored to their past purchasing behaviour.

Development implementation .

The process of building a site and ensuring that everything is in place and working correctly before it goes live.

Filtered navigation .

A category listing normally filtered by attributes such as price or brand.

Front-end developer .

Responsible for using HTML, CSS, and Javascript to transform website designs into functional and intuitive user experiences.

Fulfilment .

Receiving, packing, and shipping orders.

Google AdWords .

A service from Google where businesses set a budget for advertising and only pay when people click the ads, which are generally focused on keywords.

Google algorithm updates .

A public update released by Google consisting of a new algorithm that improves search results.


Hypertext Markup Language is a set of codes that tells a browser how to display webpage elements such as fonts, colours and graphics.

Information architecture .

The categorisation and structuring of information within a site using tools such as labelling systems, navigation systems and search systems.

Integration developer .

Responsible for synchronising data such as price and inventory between an ecommerce website and business or accounting systems like Sage.

Javascript .

A programming language that can be interpreted by web browsers, used to achieve effects like modal windows and drop down menus, as well as enabling complex operations, such as making requests to the server without refreshing the page.

Keywords .

The words people type into search engines to find a particular product, service or information. They are the building blocks for optimising a website.

Keyword research .

The process of finding relevant and actual search terms that can be used in website content to help elevate search engine rankings.
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