Online marketing dictionary

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3PL

3PL usually refers to outsourcing logistics tasks such as warehousing and shipping. It is becoming more and more common to use third parties to handle some of the logistics for webshops.

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Opening rate

Usually, we talk about open rates in the context of newsletters or transactional emails. Read here what the open rate is

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Affiliate marketing

With affiliate marketing, you have others to promote your webshop (or service). They send a lot of visitors to your webshop and only if the visitor buys something, you pay for it.

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Recommendation engine

Here you can read about what recommendation engines are and what is currently on the market for Danish webshops

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Anchor text

Anchor text is the text that makes up the link itself when the user views the link in a browser. Here you can read about what anchor text is and why it is important.

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Attribution

There are many forms of attribution and all the devices we run around with today haven't made it any easier.

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Payment gateway

There are several payment gateways and in Denmark, Quickpay, DIBS and Bambora are the best known. Here you can read about what a payment gateway is and what you need it for

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BNPL - Buy Now Pay Later

BNPL stands for "Buy Now Pay Later" and has become incredibly popular in recent years. Here you can read about how it works.

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User testing (usability test)

User testing is your strongest and cheapest weapon to improve your online store. Learn what user testing is and how it can improve your online store

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Cache

Caching is a technique for delivering websites faster. It's actually a fairly simple technique, but it can do wonders for the speed of your online store

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Cart abandonment rate

Cart abandonment rate is the number of people who leave your shopping cart without completing an order. The number is sky-high and it's completely normal, but you can influence it yourself

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Chargeback fee

If a credit card has been used for fraud on your online shop and a chargeback is required, you will have to pay a chargeback fee. The most annoying money to get rid of

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Chatbot

Chatbots were hopeless at first. But today, they've become reputable and can take the initial chat with your users. Read about chatbots here

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Click Through Rate - CTR

Click Through Rate is something you're bound to deal with when you work with online marketing. Read here what CTR is and where it is used

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CLS - Cumulative Layout Shift

CLS stands for cumulative layout shift and is a parameter that Google started including as a parameter in their assessment of your site

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CLV (Customer Lifetime Value)

CLV indicates how much value a customer has in your online store on average. It's a really useful number, but there are also many challenges with it

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Content gap

If you work with content marketing, you should be familiar with the concept of the content gap. You can read more about it here.

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Core Web Vitals

Google has given your website a kind of health status. They call it Core Web Vitals and here's what it's all about

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Double opt-in

With double opt-in, a user who signs up for your newsletter must subsequently confirm it via a link sent to them ✅ This is double opt-in

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Dropshipping

Dropshipipng is brilliant. Because you can run an online store without having a warehouse or being responsible for shipping goods. But there are also challenges.

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E-marked

The E-mark is a scheme that webshops can sign up for. The webshop will then be approved by E-label lawyers in an attempt to ensure better webshops.

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Email marketing software

Email marketing software is the program you use to send out newsletters. It is an important tool for you as a webshop owner

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EPC - Earnings Per Click

Many affiliate marketers don't look at how much they earn per sale, but how much they can expect to earn per click. Therefore, they look at the EPC parameter

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Exit intent popup

An exit intent popup is a popup that only appears when your user does something that indicates they want to leave your site

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Facebook Analytics

Facebook Analytics hasn't really caught on in Denmark yet, but it has some interesting insights that you can't get in Google Analytics

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Facebook pixel

If you have a Facebook pixel on your website, you can later market to people who have visited your website.

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Favicon

A favicon is a small icon that you can attach to your website. It is displayed in the browser and Google is also experimenting with displaying it in the SERP.

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Feed

A feed is a way to provide structured information. Usually information on things that are updated frequently, such as products.

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Filtering

Filtering allows the user to remove some of the products that are not relevant to the user. Should you consider adding filtering to your online store?

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Funnel - funnel

You need to set up a funnel on your check-out flow. This will give you invaluable insight into where your checkout flow, which is the most important part of your webshop, is failing

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Google remarketing

Google Remarketing allows you to advertise to people who have previously visited your website. It's quite effective and Google's version of Facebook retargeting.

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Google Smart Shopping

Smart Shopping is advertising on autopilot. Read here what Google Smart Shopping is and why it's smart (to use)

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GTIN

This is the number you can read from the product barcode. In a webshop context, GTIN is primarily used for Google Shopping ads.

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Heatmap

Heatmaps visually show how your users click around your webshop and how they click around. See an example here.

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Redemption agreement

An acquirer agreement is an agreement between you and the acquirer that allows you to accept payment cards either online, by phone/mail order or in a physical store. It is necessary to be able to accept payment cards in your webshop

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Influencer marketing

Influencer marketing is a newer marketing discipline and is hugely popular in the fitness and fashion industries, among others. Read about influencer marketing here

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ITP

ITP is short for Intelligent Tracking Prevention and is a solution where Safari and Firefox automatically delete the user's data.

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JSON+LD

JSON+LD is a notation form that computers can read and understand. It is used for structured data, for example

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Campaign tracking

With campaign tracking, you can see exactly which link your visitors come from. It could be a banner or a link in an email.

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Conversion rate

Why is conversion rate important for your online store? And what can you do to increase your conversion rate? Here you can read the most important facts about conversion rates.

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Storage hotel

If you don't want to pack your goods and manage your warehouse yourself, a storage facility could be the solution. They specialize in inventory management and handling many orders.

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landing page

Landing pages is a term you'll often hear in the online marketing industry. Here's what they are and why they're worth their weight in gold for you with a webshop

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Link building

Link building is all about getting links to your website. It's harder than you might think. Here you can read more about the discipline of link building

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Loss leader

You can read about loss leader in our dictionary here. In the dictionary you'll find many useful terms for you as a webshop operator. Click here and learn what a loss leader is

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Open Graph data

What is Open Graph and how can I use it on my site? Find the answers here in Shoporama's dictionary. Click here to read what you need to know about open graph

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Upselling step

The upsell step can be highly effective in raising your average order size. Read here what an upsell step is.

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Paid social

Paid social is social media marketing where you pay for exposure as opposed to organic social media posts.

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Pixel swapping

It's a super smart technique that allows you to market to a segment that doesn't normally know you

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POAS - Profit on Ad Spend

POAS is gaining more and more popularity in modern webshops. Read here what POAS is and how it differs from ROAS

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Product catalog

The product catalog is uploaded to Facebook so you can tag your products in your images on your Facebook page and Instagram profile just like you tag people in a photo on Facebook

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Rank tracker

A rank tracker is a tool that keeps track of your rankings. This way you can easily keep an eye on whether you're losing your rankings (or getting better ones).

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Reach

Reach refers to your or a post's reach on social media. In other words, how many people you reach. When you make a post on social media, you want to have as long a reach as possible

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Responsive website

Responsive web design refers to the website adapting to the user's screen. This means that the site looks different on a mobile screen compared to a desktop screen.

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Retargeting

Retargeting has become a necessary part of the advertising toolbox for webshops. Click here to read about how you can use retargeting.

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Rich snippets

Rich snippets can help you get more visitors from search engines. If you have a webshop, you have particularly good opportunities to get rich snippets

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ROAS

ROAS stands for Return on Ad Spend and has often been a KPI for people working with paid online advertising

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SCA - Strong Customer Authentication

SCA comes into force on January 1, 2021 and is a requirement from the EU. SCA is increased security for online payments. You can read more about it here

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SEO

SEO stands for search engine optimization. Basically, it's about being one of the first results in Google so you get more relevant visitors.

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SERP - search engine result page

SERP refers to the result a user gets after they have performed a search in a search engine. Everything they see with ads and organic results

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Slide-in

A slide-in is less annoying than a pop-up and many report much better results with a slide-in. Here you can read what it is.

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SPF - Sender Policy Framework

SPF is a method that certifies the servers that send emails from your domain, so you have a better chance of your emails getting through

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Split test

Split testing is one of the most fun things you can do in your online marketing and conversion optimization. Read here what a split test is and what you can use it for.

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Sticky bar

Sticky means stuck. Bar is a kind of banner that stretches across your page. Great for giving your customers an important message

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Structured data

That's why it can take some time to familiarize yourself with the possibilities of structured data.

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Suggestive search

You know the Google feature that guesses what you want to search for. It can help your users on their way to a better search result

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TOF

TOF stands for Terminal Operator Business Number, although you will probably rarely use the English term "Terminal Operator Business Number".

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Transactional mails

Transactional emails go out when something special happens. It could be when a customer places an order or when the order is shipped. Read about them here

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UGC - User Generated Content

User-generated content can be worth its weight in gold for your website, but can be difficult to take advantage of as a webshop owner. Read about the possibilities here

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WMS - Warehouse Management System

A WMS can save you an unimaginable amount of time and also an unimaginable amount of errors. Read here what a WMS is and how it can help you