IT and marketing in plain language.

A/B testing

A/B testing is a method where you run two versions of the same page or element at once, version A and version B, and watch which achieves a better result, fo…

Abandoned cart

An abandoned cart is when a customer adds products to the cart in an online store but doesn’t complete the order and leaves without buying.

Affiliate marketing

Affiliate marketing is a form of promotion in which partners recommend your products and earn a commission for a referred sale.

Agile development

Agile development is a way of building software that delivers the product in small, working pieces across short cycles instead of one big launch at the end.

AI agent

An AI agent is a system built on artificial intelligence that can pursue a given goal on its own.

AI automation

AI automation is the use of artificial intelligence to automate tasks that require understanding text, making decisions, or working with ambiguous data.

AI hallucination

An AI hallucination is when a language model generates an answer that sounds convincing and factual but is actually incorrect or entirely made up.

AI literacy

AI literacy is the ability to understand what an AI tool can do, where it gets things wrong, and how to work with it safely.

AI Overviews

AI Overviews are summaries generated by artificial intelligence that appear directly in Google’s search results, above the regular links.

API

An API (Application Programming Interface) is the interface through which two software systems communicate.

Artificial Intelligence (AI)

Artificial intelligence (AI) is the field of computer science that builds software able to solve tasks normally requiring human intelligence, such as underst…

Average order value (AOV)

Average order value (AOV) is the average amount a customer spends on a single order.

B2B

B2B (business-to-business) refers to trade in which a company sells its products or services to other companies rather than to end consumers.

B2B e-commerce store

A B2B e-commerce store is an online shop built to sell to other companies rather than to end consumers.

B2C

B2C (business-to-consumer) refers to selling products and services directly to end consumers rather than to other companies.

Backend

The backend is the hidden server side of a website or application that the user never sees.

Backlink

Backlink is the term for a link that points from another website to your page.

Bounce rate

Bounce rate is the share of visits in which a person leaves the site without any further action, for example without clicking through to another page.

Brand

Brand is the overall impression people associate with your company — from the name and logo through the visuals and tone of communication to the experience o…

Buyer persona

Buyer persona is a semi-fictional but data-based profile of your ideal customer.

Cash on delivery

Cash on delivery is a payment method where the customer pays only when taking delivery, either to the courier or at a pickup point.

Chatbot

A chatbot is a program that holds a conversation with a user in natural language and answers their questions or handles simple requests.

ChatGPT

ChatGPT is a conversational tool by OpenAI built on a large language model (LLM).

Churn

Churn (churn rate) is the rate at which customers leave, that is, the share of customers who, over a given period, stop buying from you or cancel a subscript…

Cloud

The cloud means delivering computing power, storage, and software over the internet on demand, instead of running your own servers in-house.

CMS (Content Management System)

A CMS (Content Management System) is software that lets you manage a website’s content without programming.

ComGate

ComGate is a payment gateway provider operating on the Czech and Slovak markets.

Complaint (warranty claim)

A complaint, in the Czech and Slovak sense, is a customer exercising their statutory rights over a defect in goods or a service.

Content marketing

Content marketing is an approach where a company wins and keeps customers by creating useful content instead of direct advertising.

Conversion

Conversion is the moment a website visitor takes the action you want — buying a product, submitting an inquiry form, calling, or signing up.

Conversion rate

Conversion rate is the share of visitors who take a desired action, most often a purchase, out of the total number of visits.

Cookies

Cookies are small text files that a website stores in the visitor’s browser.

Copywriting

Copywriting is writing text with the goal of persuading the reader to act: to buy, sign up, or send an inquiry.

Core Web Vitals

Core Web Vitals are a set of metrics from Google that measure how quickly and smoothly a website loads from a real user’s perspective.

CPC (cost per click)

CPC (cost per click) is the amount you pay each time someone clicks on your paid ad.

CPM

CPM (Cost Per Mille) is the price for one thousand ad impressions.

CRM

CRM (Customer Relationship Management) is software for managing relationships with customers.

Cross-selling

Cross-selling is a technique where you offer the customer complementary products related to what they’re buying.

CTR

CTR (Click Through Rate) is the ratio of clicks to impressions of an ad or link, expressed as a percentage.

Cyber hygiene

Cyber hygiene is the set of basic measures and habits a company keeps up routinely and without exceptions — software updates, access control, multi-factor au…

Database

A database is an organized store of data from which an application or website quickly and reliably reads information and saves new records.

Digital transformation

Digital transformation is reshaping how a company works using digital technology.

Domain

A domain is the address under which a site is found on the internet, for example becode.sk.

Dropshipping

Dropshipping is an e-commerce model where you sell goods without holding them physically in stock.

E-commerce

E-commerce is the buying and selling of goods or services over the internet, most often through an online store.

eKasa

eKasa is the Slovak system through which cash takings are reported online to the tax authority.

Electronic invoicing

Electronic invoicing means issuing and delivering invoices as structured, machine-readable files rather than PDFs or paper.

Email marketing

Email marketing is reaching customers and prospects directly by email.

ERP

ERP (Enterprise Resource Planning) is a business system that unites a company’s core processes into one whole: finance, inventory, purchasing, production, lo…

EU AI Act

The EU AI Act is a European Union regulation governing the development and use of artificial intelligence systems according to how risky they are.

Featured snippet

Featured snippet is a highlighted excerpt that Google shows at the very top of the search results and that directly answers the user’s question.

Framework

A framework is a ready-made skeleton and toolset that gives developers a finished foundation for building applications.

Frontend

The frontend is the visible part of a website or application that the user directly interacts with.

Generative AI

Generative AI is a type of artificial intelligence that creates new content from a prompt, such as text, images, audio, video, or code.

GEO (Generative Engine Optimization)

GEO (Generative Engine Optimization) is the practice of optimizing content so that generative AI tools and AI overviews in search cite and recommend you.

Glami

Glami is a fashion search and aggregation site that collects offers from shops selling clothing, footwear, and accessories.

Google Analytics

Google Analytics is a free tool from Google for measuring website traffic.

Google Business Profile

A Google Business Profile is a free business listing that Google shows in search and on Maps.

Google Merchant Center

Google Merchant Center is the tool through which a shop submits its product data.

Google Search Console

Google Search Console is a free tool from Google that shows how your website performs in search.

GoPay

GoPay is a payment gateway operating on the Czech and Slovak markets.

Headless commerce

Headless commerce is an approach to building an online store that separates the visible storefront (frontend) from its core handling products, the cart, and…

Heureka

Heureka is a price and product comparison site operating in Czechia and Slovakia.

Hosting

Hosting is a service that provides space on a server where your website’s files are stored.

Indexing

Indexing is the process by which a search engine like Google stores your website’s pages in its database so it can show them in the results.

Keyword

A keyword is a word or phrase people type into a search engine when looking for information, a product, or a service.

KPI

A KPI (Key Performance Indicator) is a measurable number that shows how well you are meeting a specific goal.

Landing page

Landing page is a standalone page designed for one specific goal — most often to win an inquiry, a sign-up, or a sale.

Lead

A lead is a potential customer who has shown interest in your products or services, for example by filling in a form, sending an inquiry, or downloading a re…

LLM (Large Language Model)

An LLM (Large Language Model) is a type of artificial intelligence trained on huge amounts of text that can understand and generate language.

Local SEO

Local SEO is the optimization that makes a business show up in search for customers in its area and on maps.

Long-tail keywords

Long-tail keywords are longer, more specific search queries made up of several words, such as “waterproof kids’ winter boots.” Fewer people search for them,…

LTV

LTV (Customer Lifetime Value) is the lifetime value of a customer, that is, an estimate of the total profit or revenue a single customer generates over the e…

Machine Learning

Machine learning is a branch of artificial intelligence in which software learns from patterns in data instead of executing hard-coded rules.

Marketplace

A marketplace is an online market where multiple independent sellers trade side by side under one brand and within a single shopping experience.

Meta description

Meta description is the short text shown below a page’s title in search results that briefly summarizes its content.

MVP

An MVP (Minimum Viable Product) is the first version of a product with only the features needed to solve the customer’s main problem.

Native Application

A native application is a program developed directly for a specific operating system, most often iOS or Android, and installed on the phone from an app store.

Neural network

A neural network is a computing model loosely inspired by how the brain works.

NIS2

NIS2 is a European Union directive that extended cybersecurity duties to far more sectors than the regime before it.

No-code / low-code

No-code and low-code are platforms on which applications are built visually — by clicking and dragging elements — instead of writing classic code.

Off-page SEO

Off-page SEO is the set of activities outside your website that build its authority and trust in the eyes of the search engine.

Omnichannel

Omnichannel is an approach in which a company connects all its sales and communication channels, meaning the online store, the physical shop, the phone, and…

On-page SEO

On-page SEO is the optimization of elements on your own pages – content, headings, title tags, meta descriptions, URLs, and internal links.

Organic traffic

Organic traffic is the visitors who reach your site from the unpaid search results.

OSS scheme

OSS is a special VAT scheme through which an e-shop reports tax on cross-border sales to EU consumers in one return filed at home, instead of registering in…

Packeta

Packeta is a delivery service built on a dense network of pickup points and lockers.

Payment gateway

A payment gateway is a service that securely processes an online payment in a store between the customer, their bank, and your account.

Peppol

Peppol is a European network and rulebook for exchanging electronic business documents, primarily invoices.

Pickup point

A pickup point is a branch, partner shop, or locker where the carrier delivers a parcel and the customer collects it.

PPC

PPC (Pay Per Click) is a model of paid advertising where you pay only when a user clicks your ad.

Process automation

Process automation is replacing repetitive manual tasks with software that performs them on its own according to predefined rules.

Product feed

A product feed is a structured data file that describes your store’s products for external systems.

Prompt

A prompt is the text or instruction you give to generative AI or a language model to perform a task.

Prompt engineering

Prompt engineering is the discipline of designing and improving instructions for AI models so they produce the most accurate, reliable, and consistent result…

PWA

A PWA (Progressive Web App) is a progressive web application that behaves like a mobile app but runs in the browser.

RAG

RAG (Retrieval-Augmented Generation) is an approach where, before answering, a language model first retrieves relevant information from your data and only th…

Remarketing

Remarketing is a form of advertising that re-engages people who already visited your website or app but didn’t buy or inquire.

Responsive design

Responsive design is an approach to building a website in which the layout automatically adapts to the screen size.

Right of withdrawal

The right of withdrawal lets a consumer return goods bought at a distance within 14 days without giving a reason.

ROAS

ROAS (return on ad spend) is the ratio of revenue to the money invested in advertising.

ROI

ROI (Return on Investment) is a measure of how well an investment performs.

SaaS

SaaS (Software as a Service) is a model in which software runs in the cloud and you use it over the internet for a recurring fee instead of a one-off purchase.

Sales funnel

Sales funnel is a model of the journey a customer takes from first contact with your brand to a purchase.

SEO

SEO (Search Engine Optimization) is the practice of optimizing a website for search engines like Google to earn higher positions in the organic, unpaid results.

SERP

SERP (Search Engine Results Page) is the results page a search engine shows after you enter a query.

Social media marketing

Social media marketing is the promotion of a brand, products, and services on social networks like Facebook, Instagram, TikTok, and LinkedIn.

SSL Certificate

An SSL certificate is a digital file that encrypts the connection between a website and the visitor’s browser and enables the HTTPS protocol.

Structured data

Structured data is code added to a page that tells search engines exactly what is on it: a product, a review, an event, or a recipe.

Subscription

A subscription is a sales model in which the customer pays a regular fee in exchange for ongoing access to a product or service, for example monthly or yearly.

Title tag

Title tag is the HTML element that sets a page’s title.

UI Design

UI design (User Interface) is the visual design of a website or app interface: colors, fonts, buttons, icons, and the layout of elements.

Upselling

Upselling is a technique where, instead of the product the customer picked, you offer its better, more powerful, or better-equipped version.

UX Design

UX design (User Experience) is the design of how a website or app is used so it is clear, simple, and guides the visitor to a goal.

Web accessibility

Web accessibility means the widest possible range of people can fully use a website, including users with visual, hearing, motor, or cognitive disabilities.

Web Application

A web application is software that runs directly in an internet browser with no installation.

Webhook

A webhook is a way for one system to automatically notify another the moment a certain event occurs, such as a new order or payment.

Zboží.cz

Zboží.cz is a price and product comparison service run by Seznam.cz.

301 redirect

A 301 redirect is a permanent redirect that sends both the visitor and the search engine from an old URL to a new one.