glossary

Glossary

A


above the fold
The web page content that is immediately visible in the browser window; section of a page that is
displayed without the need to scroll.
Admin
The password-protected back office of your store where orders, catalog, content, and
configurations are managed.
alt text
The text that is displayed in place of an image when the user is unable to view the image.
anchor text
The visible text that is anchored to another page or page section; the literal text of a hyperlink.
API
Application Program Interface: A software interface that lets third-party applications read and
write to a system using programming language constructs or statements.
aspect ratio
The proportional relationship between the width and height of an image.
attribute
A characteristic or property of a product; anything that describes a product. Examples of product
attributes include color, size, weight, and price.
authorization
To give a service permission to perform certain actions or to access resources.
average inventory cost
Product price, less coupons or discounts, plus freight and applicable taxes. The average is
determined by adding the beginning cost of inventory each month, plus the ending cost of
inventory for the last month of the period.

B


B2B
Business to Business: A type of business transaction between two business entities that are not
the final consumers of the goods or services.
B2C
Business to Consumer: Business transactions between a business entity and a consumer.
banner
Promotional graphics displayed either horizontally on the top of a web page or vertically on the
left or right margins. Website advertisements are often displayed as banners.
base currency
The primary form of currency used in store transactions.
base currency rate
The base currency rate is the default for your store.
batch processing
To perform a task or make a change to multiple items all at once, without manual repetition.
Batch target
A special target that lets you build and/or publish multiple other targets in a single group (or
“batch”). You can schedule batches to run at any time.
Block snippet
A snippet that is created out of one or more paragraphs.
bounce rate
The percentage of visitors to your site that leave without viewing any other pages.
brand
A unique identity that defines a particular product or group of products.
breadcrumb
A navigation aid that helps the user to keep track of their location within your store.
brick and mortar
A retail business with a permanent physical location, as opposed to being entirely virtual.
broken link
A hyperlink that fails to send the user to its intended web page.

C


callout
Sometimes used to describe an XML block of page layout code.
canonical URL
The canonical meta tag redirects search engines to the correct URL, when seemingly duplicate
content is encountered on the server.
capture
The process of converting the authorized amount into a billable transaction. Transactions cannot
be captured until authorized, and authorizations cannot be captured until the goods or services
have been shipped.
cardholder
A person who opens a credit card account and is authorized to make purchases.
cascading style sheet
The markup standard used to apply styles to HTML elements on the page.
category
A set of products that share particular characteristics or attributes.
CCV
Credit Card Verification code. (See CVV)
checkout process
The process of gathering the payment and shipping information that is necessary to complete the
purchase of items in the shopping cart. In the final step, the customer reviews and places the
order.
CMS
Content Management System: A software system that is used to create, edit, and maintain
content on a website.
composite product
Any product type that offers customers a choice of options.
Condition tag
A marker that you can apply to different areas of your content so that some sections show up in
some of your outputs but not in others.
Content Delivery Network
A large distributed network of servers that specializes in the high performance delivery of multimedia
content.
content marketing
The art of promoting products or services by providing valuable information at no charge.
conversion
A marketing term that indicates a goal has been reached. If the goal is to sell a product,
conversion is reached when a visitor to your site becomes a buyer.
conversion rate
The percentage of visitors who are converted into buyers.
credit memo
A document issued by the merchant to a customer to write off an outstanding balance because of
overcharge, rebate, or return of goods.
Cross-reference
A navigation link that lets you connect text in one topic to another topic (or a bookmark within a
topic). Cross-references let you create “automated” links that are based on commands you
provide. This allows you to keep links consistent and change them in just one place by using the
“xref” style.
CSS
Cascading Style Sheets: A style sheet language that controls the appearance of HTML
documents; a way to control the appearance of text, graphics, lists, links, and all other elements
on a web page.
CSV
Comma Separated Values: A type of file used to store data values which are separated from
each other by commas.
CVM
Card Verification Method: A way to verify the identity of the customer by confirming a 3-digit or 4-
digit credit card security code with the payment processor.
CVV
The Card Verification Value, also known as the Card Security Code, provides an additional level
of security for online transactions.

D


domain
The address of a website on the web; what the customer types in their browser address bar to
access the store.
domestic shipment
A shipment where the sender and recipient are in the same country, and no international borders
are crossed.
double opt-in
The process for subscribing email recipients by requiring them to take a secondary step to
confirm that they want to receive emails.
Drop-down text
A feature that lets you “scrunch up” content in your topic. The content is expanded (and therefore
displayed) when the end user clicks a link.
dynamic content
A web page that displays different content depending on the user request.
Dynamic Media URL
A link to an image that contains a relative reference to the file location in media storage.

E


EAV
Entity Attribute Value
evergreen content
Content with a long shelf life.

F


FAQ
Frequently Asked Questions.
favicon
Short for favorites icon; a 16×16 or 32×32 pixel icon associated with a website; is displayed in the
browser address bar and next to the site name in a bookmark list.
feed reader
Software that is used to read syndicated content from RSS feeds.
FOB
Freight On Board: A shipping term indicating who is responsible for paying transportation
charges.
Footnote
A comment that is used to explain a specific area of the text. Both the area in the text and the
comment contain a number or symbol that ties the two together. A footnote (or endnote)
comment can be placed at the end of a page, document, chapter, section, or book.
frontend properties
Properties that determine the presentation and behavior of an attribute from the standpoint of the
customer in your store.
fulfillment
The process of managing customer shipments.

G


gateway
A transaction bridge between a customer and a payment processing service that is used to
transfer money between the customer and the merchant.
gross margin
The difference between the cost and price of a product.

H


handle
In programming, a name used to reference an object.
hierarchy
The orgnaization of websites, stores, and views in a Magento installation.
home page
The first home page a visitor sees when they access your website URL. Considered the most
important page on your website according to search engine indexing.
HTML
HyperText Markup Language: A standard for tagging and structuring text, images, videos, and
other media on a web page.

I


international shipment
A shipment where the sender and recipient are in different countries, and international borders are
crossed.
invoice
A document that provides a detailed description of a purchase, including products purchased,
quantity, price, shipping cost, sales tax, and total.

J


JavaScript
A scripting language used with HTML to produce dynamic effects and interactions on web pages.
JQuery
A popular JavaScript library that is often used to create dynamic and responsive effects.

K


keyword
A term or phrase used in a search to filter for content that is of significant importance to that term
or phrase.

L


LAMP
Linux / Apache / MySQL / PHP
landing page
A page on your site where a visitor arrives after clicking a link or advertisement.
layout
The visual and structural composition of a page.
layout update
A specific set of XML instructions that determines how the page is constructed.
link juice
The value and authority transferred from one web page to another via hyperlinks (or links). Link
juice affects a website’s page rank, a factor used to rank a search engine results page.
liquid layout
A flexible approach to web design that specifies the size and position of elements as
percentages rather than as exact measurements in pixels.
load sequence
The order scripts are loaded into memory. To work correctly, some scripts must be loaded before
others.
locale
A set of configurations that defines the user’s language, country, tax rate, and other settings.
login
The process of signing into an online account.

M


markdown
The amount subtracted from the original price of a product.
markup
A percentage added to the cost of an item to determine the retail price.
media storage
A dedicated space on the content delivery network for your store’s assets.
merchant account
An account with a bank or financial institution that makes it possible to accept credit card
transactions.
meta tags
Information in a web page that is not displayed on the page itself, but is used by search engines
to determine the page title, description, and page keywords.

N


navigation
The primary group of web page links that a customer uses to navigate around the website; the
navigation links to the most important categories or pages on an online store.

O


opt-in
The process by which a user consents to receiving emails from an online store.

P


packing slip
A document that is usually included in a shipped package that describes the contents. Packing
slips do not include financial or account information.
path to purchase
The path a prospect follows that leads to a sale.
payment bridge
An application that helps merchants meet PCI- DSS requirements.
payment gateway
A service that charges your customers’ credit cards and sends the funds to your merchant
account, for deposit into your business bank account.
PCI
Payment Card Industry: Refers to debit and credit cards and their associated businesses.
privacy policy
A document that explains the merchant’s policies for handling customer information.
purchase order (PO)
A written sales contract between a buyer and seller that describes the merchandise or service to
be purchased from a vendor.

R


redirect
A method used to alert browsers and search engines that a page has been moved. 301 Redirect:
Permanent change 302 Redirect: Temporary change
relative link
A hyperlink that includes only the address of the linked page that is relative to the linking page,
rather than the full URL.
return policy
A document that explains the merchant’s rules regarding the return of products by customers.
robots.txt
A file placed on a website that tells search engine crawlers which pages not to index.
RSS feed
Really Simple Syndication: A technology that creates web content syndication and allows web
users to subscribe to product feeds, websites, and blogs.

S


SaaS
Software as a Service: A software delivery model where the vendor provides the software and
hosting environment, and customers pay for the service by subscription or per use.
Sass/Compass
A CSS pre-compiler that provides organizable, reusable CSS.
security certificate
Information that is used by the SSL protocol to establish a secure connection.
SEO
Search Engine Optimization: The process of improving a website’s search engine rankings in
order to increase valued visitors.
SERP
Search Engine Results Page
settlement
Settlement occurs when the acquiring bank and the issuer exchange funds and the proceeds are
deposited into the merchant account.
shipping carrier
A company that transports packages. Common carriers include UPS, FedEx, DHL, and USPS.
shopping cart
A grouping of products that the customer wishes to purchase at the end of their shopping
session.
sidebar
The right or left column of a two-column page layout.
Single-Sourcing
“Single-Sourcing” is a fancy term that means something very simple—to produce multiple
outputs from one source.
sitemap
A page that provides search engines with an efficient, alternate route through your site.
SKU
Stock Keeping Unit: A number or code assigned to a product to identify the product, options,
price, and manufacturer.
Snippet
A pre-set chunk of content that you can use in your project over and over. Snippets are similar to
variables, but snippets are used for longer chunks of content that you can format just as you
would any other content in your topic. In snippets, you can also insert tables, pictures, and
whatever else can be included in a normal topic.
Span
A tag that is used to group inline elements to format them with styles. A span tag doesn’t perform
any specific action; it simply holds the attributes (e.g., font size, color, font family) that you apply
to inline content.
splash page
A promotional page with a product or advertisement; normally displayed before the home page.
SSL certificate
A validation and security mechanism that identifies the merchant and encrypts credit card and
other sensitive information.
static block
A fixed content block that can be displayed on various content pages in a store.
static content
Content that does not change frequently. See also dynamic content.
Style
An element that contain pre-set formatting properties. You can apply style classes to your
content to change the way it looks. Using style classes instead of direct (or “inline”) formatting
helps you work faster, more efficiently, and with more consistency in your topics. If you need to
make changes to the formatting in the future, you do not need to change the formatting in each
topic (as you would with direct formatting). Instead, you only need to change the formatting
properties for that style in the appropriate stylesheet.

T


Table
A group of intersecting columns and rows that you can add to a topic for various purposes, such
as comparing one thing with another or giving field descriptions for a software dialog.
Target
One “instance” of an output type. When you build your final output, you are essentially building
one or more of the targets in your project.
Text snippet
A snippet that is created out of a portion of one paragraph.
theme
A package that contains graphics and appearance information, and customizes the look and feel
of the store.
Topic
A chunk of information about a particular subject. Topics are the most important part of a project.
Everything else is contained within topics (e.g., hyperlinks, text, pictures) or points toward
topics (e.g., table of contents, index, browse sequences). The very reason end users open a
Help system is to find information, a little direction. They find that help within individual topics.
transactional email
An automated email message that is sent in response to a specific event or transaction.

U


URL
Uniform Resource Locator: The unique address of a page on the internet.
usability
Refers to the degree to which a product or service is easy to use by its customers.

V


Variable
A pre-set term or content that you can use in your project over and over. Variables are similar to
snippets, but variables are used for brief, non-formatted pieces of content (such as the name of
your company’s product or your company’s phone number). There are different kinds of variables:
(1) those you create, (2) system variables, (3) Heading variables, or (4) Running HF variables for
page headers and footers in printed output.
Visual merchandising
A term used in retail to describe the art and science of floorplan development and the multidimensional
presentation of products.

W


widget
A prepared snippet of code that adds functionality and/or dynamic effects to your store.
WYSIWYG
What You See Is What You Get: An editor that displays formatted text as it will appear in its final
published form.

X


XML
Extensible Markup Language: A markup format derived from SGML that it used to format
information for publication and distribution.
XML Editor
The window in the Flare interface where you can add content and formatting to elements such as
topics and snippets.

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