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When e-commerce specialists talk, many people understand only basics – no wonder, after all, you can not know everything. For that reason we have our small, but good lexicon.  We would like to give you 10 terms that you should absolutely know in this business.

Key Performance Indicators (KPI)

These are the numbers and average values with which a company’s achievements and successes can be measured. The usual KPIs include, for example, visitor numbers, average website calls and visit duration, abort rates on the website, or recurring customers.

Call-to-Action (CTA)

This element is intended to prompt the visitor to carry out a specific action: to buy, to download or to register. The element can be a link or button which the visitor should click.

Universal Ad Package (UAP)

In online marketing, four banner sizes have been established, which are also internationally accepted as standard sizes on websites. This way the planning and booking of online advertising is simplified. The four formats are: rectangle, superbanner, medium rectangle and wide skyscraper.


The conversion describes the process by which the visitor of a website can be guided to a concrete action – for example a purchase, a download or the newsletter registration. The conversion describes the process by which the visitor of a website leads to a concrete action For example, a purchase, a download or the newsletter registration. As a result, the so-called conversion rate has established itself as a unit for the success measurement. It is calculated as follows:

Conversion rate = number of transactions : Number of visits * 100

The result is a percentage – the higher the percentage, the more successful it is.

Checkout funnel

The order process at an online shop is often described as a funnel. This should illustrate how some of the customers are lost at every step of the ordering process. The order process includes registration processes on several pages, as well as greatly simplified way of order or set up of a guest account.

Customer journey

This describes the stages a customer goes through when he purchases something online. The Customer Journey includes all points of contact (touchpoints) with the product or the service – also indirect, such as, for example, the insight in evaluation portals, user forums or blogs.


This is a tracking method, in which visitors of a website or a web shop interested in a particular product are marked and subsequently addressed again. The potential lured back customers are thus returned again to the purchasing process.


Targeting is the measure of targeting advertisements only to a specific target group. Are there more female or male website visitors? With what device are they increasingly surfing the net? Which browser do they use? These are all relevant factors for targeting. The more precise this is, the higher the probability that the target group will be offered exactly the right products, which are then bought. This way, scattering losses are reduced to a minimum and existing budgets are optimally used.


Pixels are used as units of measure for banners. It makes no sense to measure the banners on displays in millimeters or other conventional measurement units due to the different screen resolution.

Search Engine Optimization (SEO)

Search engine optimization represent all measures taken to improve the positioning of individual web content in search engine results (e.g. Google). Websites are found more easily with the help of the appropriate words.

Still have questions? No problem! We are happy to help.