Letter A19 terms in the glossary

A method of comparing two variants of a page element - a headline, content, a form - to see which one produces better results.

Allows design decisions to be made based on data about real user behavior, not just intuition or team preference.

A term from web design. It refers to the part of a site visible on screen without scrolling. It is the first element a user focuses on, so it determines whether they stay on the page.

When designing a page, it is worth placing the most important information there: a headline, a call to action, and proof. It is not about cramming everything in - it is about letting the visitor understand within a few seconds where they have landed and what they can do next.

An approach focused on individual, key clients. Instead of directing the message at a broad segment, each company is treated as a separate market and activities are tailored to its specific situation.

It works well in B2B with a long sales cycle and high per-deal value, where the number of potential clients is small enough that it pays to prepare communication for each one individually.

A metric used on Amazon to measure the effectiveness of advertising campaigns. Calculated as the ratio of ad spend to the sales revenue generated by that ad, expressed as a percentage.

Formula: ACoS = (advertising cost / sales revenue) × 100%.

A related concept is TACoS (Total Advertising Cost of Sales), the overall impact of ad spend on total sales revenue - not just the revenue attributed to the campaign.

Paid advertising is the fastest way to get traffic - and it disappears just as fast once the budget is switched off. Platforms such as Google Ads, Allegro Ads, or Meta Ads let you target the message precisely and measure the effect of every dollar spent.

What matters is not launching the campaign itself, but establishing the threshold beyond which the cost of acquiring a customer no longer fits within the margin.

A company gives partners (affiliates) unique links or codes to its products. The partner promotes them on their own channel - a blog, a social media account, a newsletter - and earns a commission on every sale that link generated.

Cost arises only from an actual sale, not from a mere impression or click, so the risk sits mainly with the partner rather than the advertiser.

A project management method based on flexibly responding to changing needs instead of sticking to a plan set at the outset. Work proceeds in short, repeatable cycles, and the result is reviewed after each one.

In practice this means a set of methodologies - Scrum, Kanban, Lean - and an emphasis on communication and delivering working increments rather than a complete whole at the end.

A term for low-quality content generated en masse by artificial intelligence, most often with the aim of increasing search visibility. Such material is shallow, of little use, and duplicated across many sites.

Google is increasingly good at recognizing this pattern and lowers the rankings of such sites. From an SEO standpoint, quality pays off, not the number of characters published.

Allegro's advertising platform, letting sellers promote listings in the platform's search results and on product pages. It reaches users who are already in purchase mode, so the path to a sale is shorter than with ads directing to your own store.

Text, display, and product campaigns are available. Effectiveness depends above all on the quality of the listing itself - the ad amplifies what already sells, and rarely rescues a listing that does not.

A program for agencies specializing in advertising on Allegro. To join, an agency must meet the platform's requirements and obtain a certificate confirming knowledge of its advertising solutions.

The status is subject to review, so it is not a one-time listing - it is maintained through the results of the campaigns run.

An HTML attribute describing the content of an image. It has two audiences: people using screen readers, for whom it is the only access to the image's content, and search engines, which cannot see the image.

A good description is short and specific - it says what is in the image, not which keywords you want to rank for. It does not start with "image" or "photo," since a screen reader already announces that it is a graphic.

A purely decorative image should have an empty attribute - otherwise the screen reader reads it out unnecessarily.

A technology that limits the amount of scripts and styles so a page loads on a phone instantly. It is based on a stripped-down version of HTML.

AMP's relevance has dropped sharply since Google stopped favoring it in search results. Today the same effect is achieved with ordinary performance optimization and a good Core Web Vitals score.

The text a user clicks on. For a search engine it is a signal about the topic of the destination page, which is why "click here" wastes that signal while a descriptive anchor makes use of it.

When building links, it is worth varying the anchors. Hundreds of identical, exact-match phrases look unnatural and can be read as manipulation.

A set of rules that let one program use another's data or functions. It is the API that lets a store issue an invoice, update stock levels, and hand a parcel to a courier automatically, without human involvement.

An API can be public - available to any developer - or private, open only to selected partners. The lack of an API in a tool is usually a strong argument against choosing it if you are planning automation.

A status granted to companies that integrate Arlity's solutions: augmented reality, 3D modeling, and product visualizations. Used mainly in industry, construction, and the automotive sector.

In practice this means product configurators and the ability to view goods in the customer's own space before purchase - which shortens the decision for products that are hard to picture from a photo.

An identifier assigned to products on Amazon, which lets multiple sellers offer the same item on a single product page.

ASIN is different from a seller's own SKU, which the seller assigns independently. It can be linked to the product's EAN code, provided that has been verified.

A concept describing how valuable a site is in a search engine's assessment. Higher authority translates into easier ranking gains, including for competitive keywords.

It is built through content quality and uniqueness, the inbound link profile, and usability signals. It is worth remembering that popular authority metrics - DA, DR - are third-party tool metrics, not figures that come from Google.

A status granted to companies specializing in integrating Autopay payment systems - including recurring payments and billing automation.

In practice it means access to technical support from the provider, which, in the event of a payment gateway failure, can be the difference between an hour and a week of downtime.

A tool that sends a message automatically in response to an event: a signup, placing an order, an abandoned cart. It works without human involvement, so the reply arrives instantly.

The most common uses are confirmations, welcome sequences, and cart recovery. It is usually the first scenario worth setting up, since it has the shortest path to measurable revenue.