Glossary

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A

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A/B Test

A controlled experiment where you test two versions of a page, ad, or offer to see which performs better. You show version A to half your traffic and version B to the other half, then measure which drives better CVR, AOV, or other metrics.

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Abandonment Rate

The percentage of people who start but don’t complete a desired action. Most commonly refers to cart abandonment (70-80% is typical), but can also apply to form fills, checkout steps, or email capture.

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Above the Fold

The portion of your landing page visible without scrolling. This section determines whether visitors stay or bounce, so it should include your strongest hook, value proposition, and visual.

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Add to Cart Rate

The percentage of visitors who add a product to their cart. If 100 people visit your page and 15 add to cart, your ATC rate is 15%. This metric helps diagnose where your funnel breaks down.

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Advertorial

A landing page or ad that’s written to look like editorial content (news article, blog post, review). Advertorials work by building trust through storytelling before pitching the product. They typically convert best with cold traffic.

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Attribution Model

The method used to assign credit for conversions across multiple touchpoints. Common models include last-click (100% credit to final interaction), first-click, linear (equal credit), or time-decay (more recent interactions get more credit).

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Ad Platform

A service where you buy paid traffic (Meta, Google, TikTok, Pinterest, Snapchat). Each platform has different targeting options, creative formats, and typical CPMs.

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AOV

Average Order Value. The average amount a customer spends in a single transaction. $$AOV = \frac{Total\ Revenue}{Number\ of\ Orders}$$ For example: If you generate $10,000 in revenue from 200 orders, your AOV is $50.

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Attribution Window

The time period after someone clicks or views your ad during which a conversion gets credited to that ad. Common windows are 1-day, 7-day, and 30-day click attribution.

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B

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Blended CAC

Total marketing spend divided by total new customers, across all channels. Use this to evaluate overall business health, but track channel-specific CAC to make budget allocation decisions.

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Blended LTV

The average lifetime value across different customer segments. For example: If 68% of customers are one-time buyers with $111 LTV and 32% are subscribers with $302 LTV, your blended LTV is $172 ($111 × 0.68 + $302 × 0.32). Use this when you have multiple customer types with different purchase behaviors.

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Bounce Rate

The percentage of visitors who land on your page and leave without taking any action. High bounce rates (above 70%) usually signal poor message-match between your ad and landing page.

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Breakeven ROAS

The return on ad spend needed to cover your costs without making or losing money. If your contribution margin is 40%, your breakeven ROAS is 2.5x. Anything above this generates profit. $$Breakeven\ ROAS = \frac{1}{Contribution\ Margin}$$ For example, if contribution margin = 0.40, then breakeven ROAS = 1 ÷ 0.40 = 2.5x.

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Bundle

Multiple products sold together, usually at a discount. For example: Selling a shampoo and conditioner together for $45 instead of $28 each separately. Bundles increase how much customers spend per order.

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C

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CAC

Customer Acquisition Cost. How much you spend on marketing to acquire one new customer. $$CAC = \frac{Total\ Marketing\ Spend}{New\ Customers\ Acquired}$$ For example: If you spend $5,000 on ads and acquire 100 customers, your CAC is $50.

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CAC/LTV

The relationship between what you spend to acquire a customer and how much they’re worth over their lifetime. $$CAC/LTV\ Ratio = \frac{Lifetime\ Value}{Customer\ Acquisition\ Cost}$$ For example: If your LTV is $107 and your CAC is $45, your ratio is 2.4:1. Most profitable ecommerce brands operate between 3:1 and 5:1.

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Cart Abandonment

When someone adds products to their cart but leaves without purchasing. Abandonment recovery campaigns (email, SMS, retargeting) typically generate 3-5x ROAS by bringing these high-intent visitors back.

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Churn Rate

The percentage of customers who stop buying from you or cancel their subscription in a given period. Lower churn means higher LTV.

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CMS

Content Management System. A platform used to manage and publish content without writing code. In headless commerce setups, companies typically use headless CMS platforms like Contentful, Sanity, or Prismic to let non-technical teams update text and images. However, CMSs add complexity—you’re now managing your commerce platform, your CMS, and your frontend framework, with integrations between all three. Most companies find CMS workflows slow because you can’t see what you’re editing—you’re updating data fields and entries without visual preview of how they’ll appear on the frontend. Traditional drag-and-drop visual editors solve the preview problem but require users to understand HTML and CSS to actually build anything useful. Replo combines both approaches: you get visual editing so you see exactly what you’re building, but you use AI instead of needing to know code, data models, or component mapping.

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Cohort Analysis

Tracking groups of customers acquired in the same period (month, week, campaign) to measure their behavior over time. This shows true LTV patterns better than averages across all customers.

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Cold Traffic

People who have never heard of your brand. Cold traffic typically has lower CVR but higher volume than warm or hot traffic. Advertorials and social proof work well for cold audiences.

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Conversion Funnel

The series of steps someone takes from seeing your ad to becoming a customer: ad impression → click → landing page → add to cart → checkout → purchase.

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Contribution Margin

Revenue minus variable costs (product cost, shipping, payment processing, platform fees). This is what’s left to cover CAC and overhead. If you have a $100 AOV with 50% contribution margin, you have $50 to work with.

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CPA

Cost Per Acquisition. Another term for CAC. How much you pay to acquire a customer or desired action (sale, lead, sign-up). Often used interchangeably with CAC, but CPA can refer to any conversion action, not just purchases.

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CPC

Cost Per Click. How much you pay each time someone clicks your ad. For example: If you spend $1,200 on ads and get 1,000 clicks, your CPC is $1.20. Better ad creative typically lowers your CPC by increasing click-through rate.

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CPL

Cost Per Lead. How much you spend to acquire a lead (email, phone number, quiz completion). For example: If you spend $2,000 on ads and capture 500 emails, your CPL is $4. Many brands capture leads first, then convert them to customers through email or SMS follow-up.

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CPM

Cost Per Mille (per 1,000). How much you pay for 1,000 people to see your ad. For example: A $45 CPM means you pay $45 to show your ad to 1,000 people. CPMs typically increase during competitive periods like Q4 holidays when more brands are advertising.

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Creative Fatigue

When your ad performance declines because your audience has seen it too many times. Most creatives fatigue after 7-14 days at scale.

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Cross-sell

Offering complementary products during or after purchase. If someone buys shampoo, you cross-sell conditioner. Different from upsell (higher-value version of same product).

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CTA

Call to Action. The button or link that tells visitors what to do next: “Shop Now,” “Add to Cart,” “Get 20% Off.” Clear, action-oriented CTAs improve CVR.

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CTR

Click-Through Rate. The percentage of people who see your ad and click it. $$CTR = \frac{Clicks}{Impressions} \times 100\%$$ For example: If 1,000 people see your ad and 30 click, your CTR is 3%. Strong hooks, compelling images, and clear value props increase CTR.

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Custom Audience

A targeting segment you create from your own data: website visitors, email subscribers, or purchasers. These audiences convert better than cold traffic because they already know your brand.

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CVR

Conversion Rate. The percentage of visitors who complete a desired action (usually purchase). $$CVR = \frac{Conversions}{Visitors} \times 100\%$$ For example: If 100 people visit your landing page and 5 buy, your CVR is 5%. Improving your page design, copy, and trust signals can increase this rate.

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D

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Direct Response

Marketing designed to generate an immediate, measurable action (purchase, sign-up, call). Direct response focuses on ROI and conversion metrics rather than brand awareness. Most ecommerce advertising is direct response.

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Downsell

Offering a lower-priced alternative when someone doesn’t buy your main offer. For example: If someone abandons a $150 bundle, you show them a $75 single product instead. This recovers revenue that would otherwise be lost.

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DTC

Direct-to-Consumer. Selling directly to customers through your own website rather than through retailers or marketplaces. DTC brands control the customer experience, data, and margins but must handle their own acquisition and fulfillment. For example: Selling supplements at $52 on your site versus wholesaling them to Target for $18 per unit.

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E

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Evergreen Campaign

A campaign that runs continuously rather than for a limited time. Once you find winning creative and targeting, you can run it evergreen while testing new variants against it.

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Exit Rate

The percentage of visitors who leave your site from a specific page. Different from bounce rate—exit rate includes people who visited other pages first.

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F

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First-Party Data

Information you collect directly from customers (email, purchase history, browsing behavior on your site). This becomes more valuable as third-party cookies and pixels become less reliable.

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Frequency

How many times, on average, someone in your target audience has seen your ad. High frequency (5+) often signals creative fatigue. Low frequency with poor performance means your creative or targeting needs work.

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G

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Generative AI

AI that creates new content (text, images, layouts) based on prompts. In Replo, this powers the ability to build landing pages from text descriptions.

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GMV

Gross Merchandise Value. Total value of all orders before deducting returns, refunds, or discounts. For example: If customers place $1M in orders but 30% get returned, your actual net revenue is $700K. GMV is a vanity metric—focus on net revenue instead.

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H

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Hero Section

The first screen of your landing page (above the fold). Your hero should immediately communicate what you’re selling, who it’s for, and why someone should care. Strong heroes include a hook, benefit-driven headline, and clear CTA.

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Holdout Group

A portion of your audience that doesn’t see your test campaigns. Used to measure incremental lift—the true impact of your marketing beyond baseline sales.

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Hook

The opening line or image in your ad that stops someone from scrolling. Good hooks call out a specific pain point, make a bold claim, or create curiosity. You typically have 0.5-2 seconds to hook someone before they scroll past.

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I

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Impulse Buy

A purchase decision made quickly without much consideration. Products under $50 with strong emotional appeal or social proof work best for impulse buying. Scarcity and urgency increase impulse purchases.

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Incrementality

The true lift your marketing generates beyond what would have happened organically. Measured through holdout tests where you exclude a portion of your audience from seeing ads, then compare their conversion rate to those who saw ads.

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Incremental Revenue

Additional revenue generated by a specific campaign or channel beyond what you would have earned anyway. This is harder to measure than attributed revenue but more accurate.

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Iteration

Each time the AI refines or regenerates a page or section based on your feedback in Replo. More iterations with specific prompts usually lead to better results.

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L

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Landing Page

A dedicated page built for a specific campaign, offer, or audience. Purpose-built landing pages typically convert 3-5x better than sending traffic to generic product pages.

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LLM

Large Language Model. The AI technology behind Replo’s page generation. LLMs understand natural language prompts and can create structured outputs like landing page layouts.

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Lead Magnet

A free offer (guide, discount, quiz result) given in exchange for contact information. For example: A skincare quiz that provides personalized recommendations in exchange for an email address.

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Listicle

Content formatted as a numbered or bulleted list (“7 Ways to…” or “Top 10…”). Listicle landing pages work well because they’re scannable and set clear expectations about what someone will learn.

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Lookalike Audience

A targeting segment the ad platform creates by finding people similar to your best customers. Lookalikes based on purchasers typically perform better than lookalikes based on page visitors.

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Loss Leader

A product sold at or below cost to acquire customers. For example: Offering a first coffee bag for $8 (below your cost) because most buyers subscribe and purchase monthly afterward. You lose money on the first order but profit from repeat purchases.

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LTV

Lifetime Value. The total revenue you can expect from a customer over their entire relationship with your brand. For example: A customer’s first order is $68, then 28% buy again (average $72), 18% buy a third time (average $75), and 12% buy a fourth time (average $78). Your LTV calculation: $$LTV = \$68 + (\$72 \times 0.28) + (\$75 \times 0.18) + (\$78 \times 0.12) = \$111.02$$

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M

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MER

Marketing Efficiency Ratio. Total revenue divided by total marketing spend. $$MER = \frac{Total\ Revenue}{Total\ Marketing\ Spend}$$ For example: If you spend $85K on all marketing (ads, email, influencers) and generate $280K in revenue, your MER is 3.3x. Unlike ROAS, MER includes all marketing spend across all channels, giving you a clearer picture of overall efficiency.

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Message-Match

How well your landing page content aligns with your ad’s promise. High message-match (same offer, imagery, and value prop) improves CVR and lowers bounce rate.

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Multi-Touch Attribution

Crediting multiple touchpoints in a customer’s journey rather than just the last click. For example, someone might see your ad on Meta, search for you on Google, and click an email before purchasing. Multi-touch attribution splits credit across all three interactions.

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N

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Net Revenue

Total revenue minus returns, refunds, and discounts. This is your actual revenue after accounting for customer returns. If you have high return rates (above 15%), your unit economics look worse than gross revenue suggests.

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O

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Offer

The specific deal or proposition you present to customers: single product, bundle, subscribe and save, limited-time discount, etc. For example: Testing a $45 single product versus a $110 3-product bundle versus a $38/month subscription. Different offers can dramatically change how much customers spend per order.

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Offer Stack

Combining multiple incentives to increase perceived value without dropping price. For example: Instead of a 20% discount, offering the full price plus free shipping, free gift, 60-day guarantee, and payment plan option. Stacking works better than single discounts for premium products.

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Order Bump

An additional item offered on the checkout page that can be added with one click. For example: Offering a $15 travel case when someone buys an $85 electric toothbrush. Order bumps typically add 10-30% to your average order value when the product is relevant and priced under 50% of the main offer.

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Organic Reach

People who see your content without paid promotion. Organic reach on social platforms has declined significantly, but user-generated content and influencer partnerships can still generate meaningful organic traffic.

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P

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Pain Point

A specific problem your product solves. Good marketing calls out pain points clearly (“Tired of acne that won’t go away?”) before presenting your solution. Pain-focused copy typically outperforms benefit-focused copy for problem-aware audiences.

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Payback Period

How long it takes to recoup your CAC from customer revenue. For example: If your CAC is $40 and a customer generates $25 profit on first order then $25 on a second order 60 days later, your payback period is 60 days.

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Pixel

A tracking code placed on your website that sends conversion data back to ad platforms (Meta Pixel, TikTok Pixel, Google Ads Tag). This powers attribution and optimization.

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Post-Purchase Survey

A survey shown immediately after someone buys, typically asking “How did you hear about us?” Helps validate attribution data and understand true customer acquisition channels.

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Post-View Attribution

Conversions credited to people who saw but didn’t click your ad. Most platforms use a 1-day post-view window. Post-view conversions are controversial because they often capture people who would have converted anyway.

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Prompt

Instructions you give to Replo’s AI to generate or modify a page. Better prompts (specific, detailed, with examples) generate better results.

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Prompt Engineering

The practice of writing effective prompts to get desired outputs from AI systems. In Replo, this means learning how to describe layouts, copy style, and design preferences clearly.

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Prospecting Campaign

Campaigns targeting new audiences who haven’t interacted with your brand. Prospecting typically has higher CAC than retargeting but is essential for growth. Most brands allocate 60-80% of budget to prospecting.

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Purchase Frequency

How often customers buy from you on average per year. For example: If you have 1,000 customers who made 1,800 purchases in a year, your purchase frequency is 1.8x.

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R

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Retargeting

Showing ads to people who took a specific action: visited your site, viewed a product, or abandoned cart. For example: Someone visits your site but doesn’t buy. You show them ads with customer reviews and a discount code over the next few days. Retargeting campaigns typically generate 3-8x ROAS because you’re reaching high-intent audiences.

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Retention Rate

The percentage of customers who make a repeat purchase within a given time period. If you acquire 100 customers in January and 35 buy again by March, your 90-day retention rate is 35%.

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Return Customer Rate

The percentage of total customers who have purchased more than once. Different from retention rate, which tracks specific cohorts. If you have 1,000 total customers and 400 bought twice or more, your return customer rate is 40%.

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ROAS

Return on Ad Spend. Revenue divided by ad spend. $$ROAS = \frac{Revenue}{Ad\ Spend}$$ For example: If you spend $10,000 on ads and generate $40,000 in revenue, your ROAS is 4x (or 400%). A campaign with higher ROAS isn’t always better—a 3x ROAS at $50K spend generates more profit than a 5x ROAS at $5K spend.

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S

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Server-Side Tracking

Tracking conversions through your server rather than browser pixels. Server-side tracking is more accurate than pixel-based tracking because it bypasses ad blockers and iOS privacy restrictions. Requires technical implementation.

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Session

A single visit to your site. One person can have multiple sessions if they come back at different times.

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SKU

Stock Keeping Unit. A unique identifier for each product variant you sell. More SKUs means more inventory complexity but also more opportunities for bundles, upsells, and personalization.

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Social Proof

Evidence that other people trust and buy your product: reviews, testimonials, user photos, sales counters, press mentions. Social proof is one of the highest-impact elements you can add to a landing page.

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Split Test

Another term for A/B test. Running two or more variants simultaneously to see which performs better.

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Subscription

A recurring purchase model where customers are charged periodically (weekly, monthly). Subscriptions dramatically increase LTV but typically have lower first-order CVR.

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T

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Template

A pre-built page layout in Replo that you can customize. Templates provide starting points for common page types (product launch, BFCM sale, listicle).

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Testimonial

A customer review or quote shown on your landing page. Video testimonials convert better than text, and specific results (“Lost 15 pounds in 30 days”) work better than vague praise (“Great product!”).

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Tiered Pricing

Offering multiple package options at different price points. For example: Selling supplements as 1 bottle for $65, 3 bottles for $165 (marked “Most Popular”), or 6 bottles for $295. Most customers choose the middle option, increasing your average order value.

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Time-Decay Attribution

An attribution model that gives more credit to touchpoints closer to conversion. If someone sees your ad on day 1, day 7, and day 14 before buying, day 14 gets the most credit. More accurate than last-click for understanding the full funnel.

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Time on Page

How long someone spends on a specific page. Longer time on page usually indicates engagement, but can also signal confusion if CVR is low.

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Tripwire Offer

An extremely low-priced offer ($7-15) designed to convert cold traffic into buyers. For example: Selling a $9 sample trio that costs you more to fulfill and advertise than you make on the sale. You lose money on the tripwire but profit when buyers return for full-priced products.

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U

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Unit Economics

The profit and loss of acquiring and serving a single customer. This includes AOV, contribution margin, CAC, and LTV. Strong unit economics (CAC/LTV of 3:1 or better) enable profitable growth.

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Upsell

Offering a higher-value version of a product or an additional product during the purchase process. For example: On the cart page, offering to upgrade from a single $65 vitamin bottle to a 3-month supply for $165. Upsells increase average order value.

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UTM

UTM Parameters. Tags added to URLs to track campaign performance in analytics: utm_source, utm_medium, utm_campaign, utm_content, utm_term. Proper UTM tagging lets you see which specific ads, emails, or posts drive conversions beyond what pixels capture.

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V

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Value Ladder

A strategic sequence of offers at increasing price points. For example: $29 starter kit → $79 full system → $199 premium bundle → $399 annual subscription. You acquire customers with the low-priced entry offer, then move them up to higher-margin products through email and post-purchase offers.

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Variant

In A/B testing, each version of your test. In ecommerce, a variant is also a product option (size, color, flavor).

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Visual Hierarchy

How design elements are prioritized on the page through size, color, position, and contrast. Clear visual hierarchy guides visitors toward your CTA and improves CVR.

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VSL

Video Sales Letter. A sales presentation delivered through video rather than text. VSLs typically run 10-30 minutes and work well for higher-priced products ($100+) that need more education. For example: A 14-minute video walking through the science, showing clinical results, and addressing skepticism before introducing the offer. Common in supplements, courses, and B2B.

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W

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Warmup Period

The initial phase of a campaign when ad platforms are learning who to target. During warmup (typically 3-7 days), performance is unstable and not representative of long-term results.

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Workflow

A sequence of AI actions in Replo. For example, generating a page → refining the hero section → adding product cards → adjusting colors. Understanding workflows helps you work more efficiently with AI.

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Z

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Zero-Click Content

Content formats (carousels, infographics, short videos) designed to be consumed directly on social platforms without clicking through to your site. These build awareness and social proof but don’t directly drive conversions.