Glossary
Shopify CRO and post-click glossary
Short, plain English definitions of the terms we use when we plan, build and test Shopify pages. Each term has its own anchor on this page, and the bigger ones get a page of their own.
- 13 terms, A to Z
- Our own published words
- Published figures cited to their study
By Ecom LandersLast updated
The map
Where does each term sit?
Three places: the pages a shopper lands on, how those pages are built, and the numbers that judge a change.
01 The pages
Where the shopper lands after the click.
02 The build
How the page is made.
03 The numbers
How a change is judged.
A to Z
What does each term mean?
Above the fold
The part of a page a shopper sees before scrolling. On a product page it decides whether the offer, proof and benefits are seen at all.
“so the offer, proof and benefits became the focus above the fold.”
On ecomlanders.co: Hound Nutrition case study Advertorial
A page written like an article that warms up cold traffic from an ad before sending it to a product or offer page.
Average order value (AOV)
Total revenue divided by the number of orders in the same period.
“+8.1% Increase in average order value”
On ecomlanders.co: Hound Nutrition case study Conversion rate
The share of sessions or visitors that place an order, shown as a percentage.
“+28.9% Increase in conversion rate”
On ecomlanders.co: Hound Nutrition case study Custom Liquid
Shopify’s template language, written by hand inside the store’s theme rather than generated by a page builder app.
ICE score
A way to rank test ideas by Impact, Confidence and Ease, so the test queue runs the most promising ideas first.
Listicle
A numbered list style page, often used between an ad and a product page to give reasons to buy.
Page builder
A Shopify app that lets you assemble pages from drag and drop blocks instead of coding them into the theme.
Product detail page (PDP)
The page for a single product: images, offer, price, proof and the add to cart button.
Post-click journey
Everything a shopper sees after clicking an ad: the landing page, product page, cart and checkout.
“We run the systems that treat your post-click like the engine it should be.”
On ecomlanders.co: ecomlanders.co Quiz funnel
A short set of questions that recommends a product or bundle, then sends the shopper to a matching offer.
Revenue per visitor (RPV)
Total revenue divided by the number of visitors. It combines conversion rate and average order value in one number.
“+39.4% Increase in revenue per visitor”
On ecomlanders.co: Hound Nutrition case study Subscription take rate
The share of orders placed on a subscription rather than as a one-time purchase.
“+27.7% Increase in subscription take rate”
On ecomlanders.co: Penrose Skin, published on ecomlanders.co
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