Average Order Value (AOV)

The average amount customers spend for all orders on a website or in-store. AOV helps to inform businesses about their marketing and pricing strategies.

Above The Fold

All of the visible content on a web page prior to scrolling.


A website analytics metric that lets you see the percentage of people who began a defined conversion process but did not complete it

A/B Testing

Also referred to as split testing, the process in which email and content marketers compare two versions of a single variable to determine which one performs better. This process is undertaken in order to optimize content and marketing efforts.