E-Commerce Glossary
Clear definitions for the terms that matter in e-commerce optimization. From conversion rate fundamentals to advanced testing methodologies.
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A/B Testing
A/B testing is an experiment where two versions of a page, element, or experience are shown to different segments of visitors simultaneously to determine which version performs better against a defined metric.
Above the Fold
Above the fold refers to the portion of a web page that is visible without scrolling. The term originates from newspaper publishing, where the most important stories were placed above the physical fold of the paper.
Average Order Value (AOV)
Average Order Value (AOV) is the mean dollar amount spent each time a customer completes an order. It is calculated by dividing total revenue by the number of orders over a given period.
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Revenue Per Visitor (RPV)
Revenue Per Visitor (RPV) is the average amount of revenue generated per website visitor. It is calculated by dividing total revenue by total number of visitors over a given period.
Review Velocity
Review velocity is the rate at which a product or store accumulates new customer reviews over a given period. It measures not just the total number of reviews, but how quickly new ones are added.
Review Widget
A review widget is an embeddable component that displays customer reviews on an e-commerce store. It typically renders star ratings, review text, customer names, photos, and filtering options within a defined section of a product page or homepage.
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Shoppable Content
Shoppable content is any form of media, such as images, videos, reviews, or social media posts, that includes embedded links or interactive elements allowing viewers to purchase featured products directly from the content.
Social Proof
Social proof is a psychological phenomenon where people look to the actions and opinions of others to guide their own behavior, especially in situations of uncertainty. In e-commerce, it manifests as reviews, ratings, testimonials, purchase counts, and user-generated content that signal product quality and trustworthiness.
Social Proof Fatigue
Social proof fatigue occurs when shoppers become desensitized or skeptical of social proof elements due to overexposure, repetitive presentation, or perceived inauthenticity. It is the diminishing return on social proof that has been overused or poorly implemented.