A/B testing

A/B testing consists of studying two identical pages except for one element (for example 2 product sheets with different "add to cart" buttons), to see which of the two obtains the best conversion rate.


The Ad-Clicks constitute the number of times a banner or advertising object has been clicked, measured from the original page.


Le ADExchange is an automated virtual platform that puts buyers (advertising agencies, media agencies or advertisers directly) and sellers (publisher support sites, networks or advertising agencies) of advertising on the internet in direct contact, around a price and/or a variable space.

IP adress

The IP address is the number assigned to any device connecting to the internet. A distinction is made between fixed IP addresses (permanent) and dynamic IP addresses (on the fly) which are randomly assigned to each connection by the Internet service provider (ISP).


Google AdWords is Google's advertising network offering a program that allows the display of an advertising message (advertisements or banner ads) during queries made on keywords in the search engine, either on Google or on the Display partner network, targeted according to keywords typed by the user or based on their browsing behavior. The main advantage is that it is possible to measure the impact of each campaign directly (number of clicks, CTR, etc.), but also its business model is based on performance: the advertiser only pays when the Internet user clicks on the ad (the more relevant the message for the Internet user, the lower the price per click and the more prominent the ad).


An affiliate program is a campaign with multi-lever performance and indefinite duration, which makes it possible to manage a set of contractual relations between an advertiser and a set of partner sites of various kinds (comparators, discount coupon sites, blogs and affinity sites, etc.) which play the role of bringing traffic and business. An affiliate platform manages affiliate programs.

Semantic analysis

Semantic analysis is a key element in the context of quality natural referencing. Indeed, this analysis makes it possible to determine the lexical backbone of a website or a web page. In other words, it is about the way search engines will apprehend the content of the website thanks to its lexical field.


The API (Applications Programming Interface) is a programming interface that allows two programs to exchange data between them. For example, send orders from an online store to commercial management software.


The audience is generally expressed in Unique Visitors (VU). The audience measurement of a website can be based on IP addresses or on a panel of Internet users among others.

Back office

Le back office is the hidden part of a site. This is all the administration and support features of an e-Commerce site. Through this back office it is therefore possible, among other things, to manage the text and image content of the site, the product catalog, the logistics tool and to ensure order tracking.


Le cache defines the zone in which the data of the pages consulted by an Internet user are temporarily stored in order to have easier access to them during future visits. THE cookies make it possible to recognize and track Internet users when they browse websites. In concrete terms, it is a file sent by the website visited to the Internet user's computer.

Call Center

Un Call Center is a telephone center allowing the reception of customer calls. Very widely used in the context of VAD (distance selling), brands or companies set up a Call Center to answer their customers' questions. The Call Center can also, conversely, be a platform for telephone calls intended for commercial prospecting or market research, among other things.

Call to action

The principle of call to action consists for a site to put banners, buttons or texts by which it encourages its visitors to perform a specific action that it expects of them. It is a link that must make the user want to click on it and continue. (Examples: the "Add to Cart" button, buttons that invite visitors to contact the site, access it or try a service, etc.)


Le capping is a technical means intended to limit, generally thanks to the cookies, the maximum number of times an advertisement is displayed on a site during a given period. A capping 4 in 24 hours for a banner means that it will only appear four times for each visitor during a full day.

Cloud computing

Often used in the e-Commerce sector, the term cloud computing defines access via a telecommunications network, on demand and in self-service, to configurable computing resources shared on computer servers. It is therefore a relocation of the IT infrastructure. These servers are most often rented by slice of use according to technical criteria (power, bandwidth, etc.) but also on a fixed price basis. Depending on the skill level of the client user, it is possible to manage the server yourself.


The CMS (Content Management System or content management systems) are technical solutions (web applications) allowing the end user to benefit from numerous management tools (back office, theme management, content management, user management, etc.). THE CMS are generally open source (the source code is available to the general public), so they rely on a community of developers to enrich their functionality. They reduce specific developments because most e-Commerce functionalities are already integrated into these CMS.


Le bar code is a 2-dimensional optical code, readable by certain telephones equipped with a camera and embedded software. By being photographed, this code generates the call for content or access to a website.


The cookies are stored in browsers and recognized by sites when the user returns. They make it possible, for example, to keep the products in the basket, even if the Internet user temporarily leaves the merchant site.

Customer acquisition cost (CAC)

The customer acquisition cost, or the acronym CAC, corresponds to the financial investment to acquire a new customer. Knowing your maximum acquisition cost for an e-merchant is important. This allows you to quickly have a trend on the profitability of an operation or the traffic purchased. The CAC also remains an interesting indicator to see the optimization of traffic profitability.

Cost per action (CPA)

This is another method of billing for advertising space or marketing action. The advertiser is billed according to the results obtained during the campaign or more precisely each time a user performs a specific action (purchase, subscription to a newsletter, creation of an account, etc.)

Cost per click (CPC)

This is the price that the advertiser pays to another site or to a search engine when a visitor to the latter clicks on the link in his advertisement and therefore visits it.

Cost per thousand (CPM)

The advertiser is invoiced according to a price of the advertising space and this for one thousand displays of the advertisement. Concretely, the CPM designates by default the thousand advertising formats displayed and therefore in theory seen by Internet users.

Cost per lead (CPL)

Here the advertiser is billed each time a site visitor clicks on an advertisement and registers on the site to which he was redirected.


Le CRM (Customer Relationship Management or customer relationship management) includes all marketing tools (software) that analyze the behavior of customers and visitors to an e-Commerce site.

cross channel

The term cross channel characterizes the experience of a customer who uses several channels for the same purchase. For example, the customer prints a configuration of a product on the website and goes to the store to buy it or the customer makes his choice from the catalog and buys the product directly on the website


Le cross-media meanwhile, designates the coordinated use of the various media in an editorial or advertising manner, often considered as a "special tailor-made operation", the objective of which is to reach the consumer at the right time, as effectively as possible.

Cross selling

Le cross selling consists of offering the Internet user products and services complementary to the one he has just bought or is about to buy in order to increase the amount of the average basket. This is reflected, for example, by the “You may also like” inserts present on the product pages.

Cross selling et up-selling

Le cross selling consists of offering the Internet user products and services complementary to the one he has just bought or is about to buy in order to increase the amount of the average basket. This is reflected, for example, by the “You may also like” inserts present on the product pages. If the up-selling has the same purpose as cross selling that is to say: increase the amount of the average basket, the process is different. The latter results in an incentive to move upmarket with a product of the same type, but more expensive than the product viewed (eg: with xx€ more, benefit from a computer twice as powerful). This technique is most often present in the final phase of purchase.


Domain Name System. System for establishing a correspondence between a IP adress and a domain name

Drop shipping

Le Drop Shipping is an English term to designate the delivery of the end customer by the supplier and not the trader. This method makes it possible to avoid buying and storing the goods. An agreement is made between the supplier and the merchant allowing each order to be sent directly to your customer without going through you. This practice has the effect of reducing logistics costs and the need for working capital.


ERP (Enterprise Resource Planning) or PGI in French (Integrated Management Software) is a software that allows you to manage the company: management of purchases, sales, logistics and accounting. The ERP is therefore a computerized tool for managing and planning the company's resources.

Error 404

The 404 error is the error code returned by a web server if a user tries to access a URL that does not exist or no longer exists. There can be several causes for a erreur 404 : - The user makes a typo in the url when trying to access the website directly - The page has been deleted or moved to another url by the site manager In the second case, webmasters are recommended to systematically set up redirections to the new url or to relevant content to allow the user not to come across a page erreur 404.


Borrowed from Greek mythology, the breadcrumb designates in computing a diagram representing the different levels of the tree structure of the website. THE breadcrumb indicates all the parts of the site concerned between the home page and the page consulted by the Internet user. The latter can therefore click on one of the links to go to one of the higher levels of the tree structure with respect to the page where he is.

front office

Le front office meanwhile defines all the visible part of a website, namely the pages and sections accessible by Internet users. Finally, the middle office, as its name suggests, serves as a link between the back office and front office. Indeed, it captures and analyzes the operations, the results and the data collected thanks to the front office in order to ensure responsiveness and optimal service on the part of the back office


Le Fulfillment is a service offered by logistics companies allowing you to ensure all actions after placing an order on your store. A service of Fulfillment allows you to take charge of stock management, order shipping, order invoicing, etc.

KPI - Key Performance Indicator

KPI is an acronym for Key Performance Indicator or in French the key performance indicator (ICP). KPIs are the performance indicators that you need to track to confirm that you are on track with your objectives. There are a lot of KPIs. What is needed above all is to define which ones you want to follow and how often you analyze them. Example of KPI for an e-Commerce site: - The Conversion rate - The loyalty rate - The cost of acquiring a customer KPIs will allow you to quickly know the performance of a campaign or your online store

Landing page

La landing page, or landing page in French, is not really meant to be found inside a site. Its traffic comes only from external links (commercial link, e-mail, advertising banner, etc.). When it is optimized, it makes it possible to transform a visitor into a prospect or a customer. It is often specially constructed to respond to a request and must include a button call to action.

Chatel Law

La Chatel Law was set up on June 1, 2008. Created by the Minister Luc Chatel, its objective is in particular to better protect Internet users in the context of an online purchase on an eCommerce site. Following numerous abuses by merchant websites (unavailable stock, non-delivery of the order placed, fraud, etc.), the government has decided to put in place a law to secure online purchases by Internet users. Here are the 5 obligations that must be respected by e-Commerce sites:

  • Clearly mention a phone number to reach the customer service of the merchant site
  • Setting up another non-surcharged telephone number to track the status of the order placed
  • Mention the legal withdrawal period of 7 days (this period varies according to the nature of the goods purchased)
  • Commitment to the maximum delivery date (reimbursement of the customer in the event of non-compliance with this deadline)
  • Reimbursement of shipping costs if the order is returned by the customer

LTV – Life Time Value

The Life Time Value is an English term for the lifetime value of a customer, it is equivalent to the sum of the discounted profits expected over the lifetime of a customer. Knowing the LTV allows you to have a different customer acquisition strategy without waiting for an ROI from the first order. The goal is to earn money over the overall lifetime of the customer. This therefore makes it possible to have a high customer acquisition cost on the first order, then to make this investment profitable over the life of the customer.


We can now define a marketplace as a software platform whose objective is to connect sellers and buyers, individuals or professionals. Marketplaces function as business introducers in the real world: sellers include their products in the catalog of the marketplace. These products are thus made available to potential buyers who visit the marketplace site. The order is placed by the buyers directly on the marketplace, who transfers it to the seller. It is the latter who is responsible for the execution of the order: packaging, shipping, after-sales service. The marketplace is remunerated according to a percentage of the sale defined with the seller.

middle office

Le middle office also makes it possible to evaluate risk taking, gains and losses for each transaction.


MOA is the acronym for project management. There MOA is the person in charge of providing all the information necessary for the MOE performs its work in the best conditions. There MOA is the functional expert, she must know her needs perfectly and must document them precisely. There MOE will use all the elements provided by the MOA to accomplish its mission.


MOE is the acronym for project management. The project manager is the legal person who will guarantee the proper technical realization of the e-Commerce store. There MOE has a duty to advise on the MOA in order to find the best technical possibilities. As part of a complex and voluminous project, the MOE will have a coordinating role for the various actors.


Le multi-store is a practical system that allows you to manage several merchant sites from the same platform back office without changing interface.


Le multichannel refers to the fact of selling products through different media. From the physical store to the website via mobile applications or marketplace, the products are visible and accessible to a larger number of potential customers. Like every strategic decision, this choice involves an appropriate communication strategy in order to create an effective synergy between these different media.


The term omnichannel aims to describe the simultaneous use of several channels: the mobile in a store or the tablet on the sofa in front of the television. The term is also used to qualify the necessary consistency between different channels so that customers can interact across channels in a smooth and convenient way.

Abandoned cart

Un abandoned basket is obtained when a user leaves, without buying anything, a merchant site following the addition of one or more products to his basket

Average basket

Le average basket is the average amount of all purchases made on an e-Commerce site. This is a key indicator of success because it is often easier to increase the average basket amount than the number of sales made.


Le Phishing is a fraudulent action under cover of a known and usurped identity which aims to obtain confidential information from the Internet user.


The plug-in (English: plug-in) is complementary application software, which can be associated with a web browser, automatically comes into action in the presence of a multimedia object without user intervention

pop under

A pop under is a new browser window that opens automatically below the user's active browser window. THE pop under is often used to open a new window without the knowledge of the Internet user: when the latter closes his active browser window, he finds that another window is open on a site or page that he has not visited .

Pop up

Le Pop Up is a new browser window that opens automatically above the user's active browser window.


Un PSP (Payment Service Provider) is a service operator that provides the technical link between an e-Commerce site and its bank in the context of secure online payments.

Responsive design

Le responsive design is a concept that can be very useful when choosing a strategy multichannel, indeed it allows to have auto-adaptable sites whatever the support or the size of the screen. The buttons, the text or the menu adjust according to the width of the screen.


(Software as a Service), This is a software license that consists of renting the use of an application made available remotely by a supplier, and accessible through an Internet browser. The user connects to the publisher's servers to use the software. Most site creation software today is in SaaS.


Le SEM (Search Engine Marketing) refers to paid referencing or the possibility of increasing the visibility of a website by opting for advertising displayed on the search results pages.


Le SEO (Search Engine Optimization) refers to natural referencing. Search engines analyze the content of a site and then decide whether or not to display it on search pages based on user queries.


shop-in-shop is a promotional space dedicated to a supplier brand on an e-Commerce site. This space makes it possible to highlight the brand and its products, which mechanically sends the Internet visitor directly to the product sheet of the merchant site. This device is often sold by merchant sites with the promise either of traffic to a product (cf. gondola end system in a classic supermarket), or of notoriety (cf. in this case the promotional posters (POS).


Spam refers to any unsolicited email, sms or mms sent to a very large number of people without their prior consent.


Le SSL is a protocol for securing exchanges on the Internet. With the expansion of e-Commerce and data exchanges that take place on the Web, this protocol has now become essential. THE SSL can take several forms, all intended to reassure the Internet user (padlock, key, green bar, etc.) and generally the address of a secure page begins with "https://"

Conversion rate

Le Conversion rate indicates the percentage of visitors to an e-Commerce site transformed into buyers over a given period. Concretely a Conversion rate 3% corresponds to the fact that over a given period out of 100 visitors to the e-Commerce site, 3 of them placed an order. In France, it is generally between 2 and 3%.

Rebound rate

Le rebound rate reveals the percentage of Internet users who have left a website following the consultation of a single page. A rebound rate high can reveal visitors' dissatisfaction or that they found what they were looking for immediately. A voucher rebound rate should generally be less than 40%.

Conversion rate

Le conversion rate corresponds to the number of orders compared to the total number of visits. To calculate your conversion rate, simply divide the number of orders made by the number of unique visitors over the same period. THE conversion rate is an important data to follow. It must also be analyzed in more detail by comparing it to the conversion rate per channel. 3% is the Conversion rate average across all sites and sectors (source: Capitaine Commerce)


Le Tracking is a Technique for monitoring an Internet user in order to collect the traces of his journey on the Internet and to analyze his behavior.

Shopping funnel

The purchase tunnel refers to all the steps between adding an item to the basket and paying for the order. It generally consists of 5 steps: Basket → Registration or Identification → Choice of delivery method → ​​Choice of payment method → ​​Confirmation of payment.


The UI (User Interface or user interface) defines the organization of the graphic and textual elements presented to the Internet user to enable him to navigate easily on a website (catalogue, basket, payment process, etc.).

Up selling

Le up-selling is to increase the amount of average basket, the process is different. The latter results in an incentive to move upmarket with a product of the same type, but more expensive than the product viewed (eg: with xx€ more, benefit from a computer twice as powerful). This technique is most often present in the final phase of purchase.


UX (User eXperience or user experience) refers to the perception of the whole of a website by a user. Technically, these are all the elements implemented to create a pleasant and intuitive shopping experience and to meet customer expectations. The goal is to make the customer's life easier so that he can easily get what he wants.


It is the merchant site which comes to settle in the physical store through interactive terminals or computers connected to the Internet making the online catalog available via an Internet application (consultable by terminal, tablet or other digital medium) available of the direct customer or of the ash seller, in order to allow customers to order on the online store, items not available in the store's stocks.


Le web to store is a concept that consists of encouraging visitors to an e-Commerce site to visit the brand's physical store (e.g. purchase on the site and delivery to the store)


Le widget means an accessory installed on the desktop of the terminal or on a page that allows access to services or information of their choice. It is updated in real time.