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Version 1.3 (last update: 12 November, 2016)

eCommerce tips

Terminology: on-line shop, virtual shop, eShop are interchangeable in this article

Many sites and on-line shops are losing clients and their goal auditory for many reasons but almost all of them has the common mistakes. In this article I try to highlight some of them in comparision of on-line shop with regular one.


Goods must be more descriptive, especially if you sell electronical or computer equipment. In regular shop the buyer can ask all his questions regarding to technical specification or any common question to salesperson. But in e-shop you have to estimate nearly all questions and try to answer them. Therefore goods can't be overdescribed. More description more sales. More photos of the same product also helps to describe.


In regular store you can tell your claims to salesperson and he/she can make a conclusion and try to correct inconveniences. In virtual shop without feedback there's not dialog of seller and buyer. Description what about I write in previous paragraph is like a monolog of seller.


The regular shop has physical location, hence people, walking along street can see and get into this shop and even may buy something. Advertisemment is forcing the sales of shop. But in on-line shop without advertisement and without registration in search engines your sales going to be absolute ZERO.

Absence of contact

I mean contact with goods, not salesperson because about salesperson I already wrote. Regular shop gives you physical contact with goods you going to buy. In on-line shop you can't touch, feel and smell them. You can use maximum two sense from five. You can partially use your sight (because of seeing 2D version of goods) and you can listen if you're buying Media goods (CD, DVD). Scent, taste and touch is completely absent in case of such trading. That's why the movies, song albums and books are well sold throug on-line shops. Virtual shop gives you all feelings that you need to make decision regarding these goods prior your purchase.

Bounce rate

A bounce occurs when a web site visitor only views a single page on a website, that is, the visitor leaves a site without visiting any other pages before a specified session-timeout occurs.

Bounce rate = <Total number of visits viewing one page only> / <Total entries to page>

The higher Bounce rate means the pages of site are not so, what should be. In other words the page holds other information than it advertised.

CTA (Call To Action)

Your site must call to immediate action as calls salesperson in regular shop. It may be salees box or button on main page or something like "Buy now and get discount". It may be even the low quantity of any goods. When the visitor sees that some goods is short in stock he/she may not postpone his purchase.

Context link

A link from the word, inside of article or post. Many outer links set from blocks that separated from informational part of page. But context links are more effective for the auditory, that reads the articles of site. Such links from the heart of interesting articles are even more effective than banners.


PageRank reflects Goggle's view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that are important receive a higher PageRank and are more likely to appear at the top of the Google search results. PageRank also considers the importance of each page that casts a vote, as votes from relative pages and pages with hight rank are considered to have greater value, thus giving the linked page greater value. Google always takes a pragmatic approach to help improve search quality and create useful products, and our technology uses the collective intelligence of the web to determine a page's importance.

To view pages, that indexed by Google, type the folowing line in the search field of this engine (type your site's name instead of mine):

To view inbound links to your site, type the following line in search box of Google. Unfortunately it shows only inlinks to the specified page, but not to all pages of site. To get links to other pages of site you have to type them.

Reciprocal link

It's a mutual link between two sites. Many sites have pages, where they list links to other sites. This pages are often called Links or Useful links. But nothing useful in such pages, neither for auditory nor for webmaster (or site owner). Many catalogs demand to set their small banner or link to them in exchange for listing the site of owner in catalog. This links are checked by catalog crawler before adding an offered site to catalog. Therefore webmaster creates such links page and list catalog names here. That's why these links page commonly useless.

Some eCommerce Termins And Acronyms

AJ - Ask Jeeves
ASP - Application Service Provider
Atom, RSS - Web feed standard based on XML
B2B - Business to Business
B2C - Business to Consumer
Backlink - incoming link to a site or a page in the site. It's nearly the same as inlink or inbound link
Black hat - this kind of marketing involves SEO activities that are against the norms of search engines. Hence, such marketing is unethical
CPA - Cost Per Action
CPC - Cost Per Click
CPM - Cost Per Thousand Impressions
CPS - Cost Per Sale
CTA - Call To Action
CTR - Click Through Rate. It's the number of clicks on an advertisement (on web page) divided to number of impressions (on web page)
Context link - link from the word, inside of article. Read more about context link
Deep link - a hyperlink to internal page of site, different from home page
DH - Direct Hit
EPC - Earnings per 100 Clicks
EPM - Earnings per 1000 Impressions
FFA - Free-For-All Link List
Geo-targeting - providing different content depending on a user’s or spider’s physical location on Earth
IM - Instant Messaging
Inbound link (inlink) - a link to your web site from an external web site
Keyword density - a metric that calculates how frequently a certain keyword appears in web page copy to calculate relevance to a query.
Keyword stuffing - excessive and contrived keyword repetition for the purpose of manipulating search results
Link bait - any content or feature within a web site that is designed to bait viewers to place links to it from other web sites
Link equity - the equity, or value, transferred to another URL by a particular link
Link farm - a web page or set of web pages that is contrived for the express purpose of manipulating link popularity by strategically interlinking web sites
Outbound link (outer link) - a link from a web page to an external web site
Permalink - a static URL to an individual page, blog or news item
PFI - Pay For Inclusion
PFP - Pay For Performance
PPC - Pay Per Click, an advertising method whereby advertisers competitively bid for clicks resulting particular keywords or contextually placed advertisement blocks
PPCSE - Pay Per Click Search Engine
PPL - Pay Per Lead
PPS - Pay Per Sale
PR - PageRank, an algorithm patented by Google that measures a particular page’s importance relative to other pages included in the search engine’s index
PV - Page View
Reciprocal link - a mutual link between two sites to ensure mutual traffic. Read more about reciprocal link
Redirect - the process of redirecting requests for a web page to another page
REFERER - a header sent by a web browser indicating where it was referred from
ROI - Return On Investment, a metric for the benefit attained by a particular investment
RON - Run Of Network
- Run Of Site
Screen scraping
- the practice of using a program to parse out information from an HTML document
SEM - an acronym for Search Engine Marketing or search engine marketer
SEO - Search Engine Optimization
SEP - Search Engine Positioning
SERP - Search Engine Results Page
Sitemap - a file that provides an easy way for both humans and search engines to reference pages of your web site from one central location
Spoofing - sending of incorrect information deliberately
URL rewriting - the practice that translates incoming URL requests to requests for other URLs
Usability - the ease of use exhibited by a web site
UV - Unique Visitor
Web feed - automated access to content of web site via some sort of software application
Web syndication - permission to other web sites to publish your web content
White hat - legal techniques that follow the guidelines of a search engine

Author: Jafar N.Aliyev (Jsoft)