Above The Fold: The top section of a webpage that is visible to users without scrolling.
A/B Testing: A method of comparing two versions of e.g. a webpage, design or message, with the goal to determine which one performs better. The comparison is achieved by splitting visitor traffic into control and treatment, and displaying variant A to one group, and variant B to another.
Add-to-Basket (ATB): The action of adding a product to a basket page. Amazon Web Services (AWS): A cloud hosting provider.
Application Program Interface Requests (API Requests): A method of communication between software, e.g. a specific application and a programmer. It describes what functionality is available, how it should be used, and what format it will accept and return.
Authority Messaging: Messaging to help shoppers make decisions based on brand influence, e.g labelling an item a ‘top pick’, or a ‘must have’. Users are influenced by authority messaging based on their perception of, and trust in, a particular brand.
Average Order Value (AOV): The typical total amount a customer spends each time they place an order. AOV is calculated by dividing total revenue by the total number of orders.