Knowledge base
The glossary
Every term we use with clients, defined plainly. Browse a subject area, jump to a letter, or search.
- 17 concepts
- 32 subject areas
All concepts, A to Z
A
A/B Testing A/B testing shows two versions of the same page to different visitors at the same time, so you can count which version got more people to act. Read the definition Abandoned Cart An abandoned cart is a basket a customer filled in your shop and then left without paying, which happens to roughly seven baskets out of every ten. Read the definition Account Takeover ATO Account takeover happens when a stranger signs in to a customer's shop account with a password stolen somewhere else, then spends the saved card and the points. Read the definition Anchor Text Anchor text is the clickable wording of a link, and it tells the reader what they will find before they decide to click. Read the definition App Download Size App download size is the number of megabytes someone has to spend before your app will even open on their phone for the first time. Read the definition App Localization App localization is making an app feel as if it were built in the country using it, from its language and screen direction to its dates and prices. Read the definition App Maintenance Cost App maintenance cost is the money you spend every year after launch to keep an app working, and it is the part owners forget to budget for. Read the definition App Permissions App permissions are the yes-or-no questions your phone asks before an app is allowed to touch something private, like the camera or your location. Read the definition App Ratings and Reviews App ratings and reviews are the stars and short comments on your store page that most people judge your app by in about three seconds. Read the definition App Store Optimization ASO App store optimization is the work of getting your app to show up in the App Store and Google Play when someone searches for the thing it does. Read the definition App Store Review App store review is the check that Apple and Google run on every app and every update before they let it into their store. Read the definition Application Programming Interface (API) API A software bridge that connects your website or mobile application to external services like payment gateways and maps, enabling systems to exchange data and instructions quickly and securely. Read the definition Artificial Intelligence AI Artificial intelligence is software that works out useful answers from examples, instead of following rules that a person wrote out in advance. Read the definition Attribution Model An attribution model is the rule that decides which of your adverts gets the credit when a customer finally buys something. Read the definition Audit Trail An audit trail is the record a system keeps of who changed what and when, so an argument about a cancelled invoice can be settled in two minutes. Read the definition Authenticator App An authenticator app is a free app on your phone that produces the six-digit code a website asks for after your password, so a stolen password is not enough. Read the definition Average Order Value AOV Average order value is the money you take divided by the number of orders, which tells you how much a typical customer spends in one visit. Read the definition
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