Viskan Glossary

This is our glossary. We are the first to admit that in our trade as well as many other, there exists a language and terms that are hard to penetrate. This is why we have a glossary that hopefully explain some of the terms and expressions. This is a work in progress done with some distance. Everybody has a right to understand. Don’t hesitate to ask us if there is something you think is missing in the glossary. The e-business sector is booming and new expressions are coined on a regular basis.


  • A/B-tests: One way to evaluate different variants, for example, a cash flow or promotions. By setting different options against each other, one can objectively evaluate what works best, usually with the goal to increase conversion rate.
  • Big Data: Data that covers a whole sector. For example, conversion rate across different companies. This data can be used to benchmark against others and make more informed decisions as well as build a better business.
  • CMS: Content Management System is a system that handles objects like texts, movies and images to be published on the web.
  • CTA: A Call To Action is a request to do something on a web page. If you have a button in a strong colour that differs from others buttons it would be clear call-to-action that you want the customer to click on that button. This is why many “place order”-buttons are in a stand-out colour. Usually you have several CTAs, one primary and lots of secondary ones.
  • Design for conversion: Term that describes one of the most important aspects when designing an e-commerce site. Usually you try to personalize the site according to the electronic traces a visitor leaves.
  • Distance trade: A customer orders something for delivery home or close to home without going to a physical store (except maybe for picking up the parcel. Thus both mail order and e-commerce.
  • Flat design: A major shift in site design where shadows and 3D are abandoned for simplicity and 2D. Illustrated by the design of Windows 8 and the recent version of Apple’s iOS from fall 2013.
  • GDPR: General Data Protection Regulation. A regulation that is for protecting the consumer. The purpose is to give back the rights to the consumer over it's own data. This EU-regulation will be in full effect from the 25th of May 2018.
  • Google Analytics: Analyzing tool provided by Google that has almost total domination of that aspect of e-commerce. It’s free-to-use and easy to learn and use. You can measure the number of visitors, conversion rate and your own goals. There are also built-in tools for A/B-testing.
  • Hosting: På svenska oftast kallad Drift, vilket innebär att kunden överlåter ansvaret för en tjänst till en leverantör. Leverantören står för underhåll, backuper och uppdateringar enligt avtal. Se SLA.
  • Interaction design: What you do to create a user-friendly web page, so that man and machine can understand each other.
  • Marketing automation: System based on the tracing of the customer’s electronic footprints, and by that be able to use targetet campaigns, offers and to find new customers.
  • Mobile First: A way of building a responsive or adaptive web page that starts with the lowest mobile resolution and when the resolution increases adds functions and features.


  • NOSQL: Databases that are not the traditional SQL database. These databases are built with performance, scalability and big data in mind. Viskan use the same NOSQL-database as Wikipedia, for example. Other services that use NOSQL are Facebook and LinkedIn.
  • Omnichannel / Multichannel: While multi-channel is about selling in many channels, omni-channel is about creating a seamless experience for the customer when he or she is moving across different channels. It is also about connecting all the channels so that the customer, for example when an item is out of stock, can place an e-commerce order in a physical store as well as picking up a parcel placed online in a physical store. It can also be to locate nearest physical store where you can find an item.
  • OMS (Order Management System): Since e-commerce is ever-growing, efficient order management becomes more and more important. Viskan has, from the beginning, been market leaders when it comes to efficient handling of orders and this is a crucial part of the Viskan ETM system.
  • Responsive Design: A way of building web pages so that they look good and work on different devices like mobile phones, tablets and desktop computers. The layout of the web page will change depending on what resolution the device has and means you don’t use different templates for different devices.
  • Retargeting: Visitors that have shown interest for a product by placing it in a basket but not placed the order can be valuable. Retargeting is a way of reaching these potential customers either in your web shop or by targeted marketing on other sites with offers about the items.
  • SEO: Search Engine Optimization means a number of techniques to build and structure the information on a web page so that Googles web crawlers easily can find and evalutate the information. There are some foundations for this that are paramount, like writing relevant texts about the items for sale.
  • SLA(Service Level Agreement):  Simply put– what will the hosting provider guarantee? It's the supplier of the network or system. Usually this level has to do with uptime and accessability, but it could also be valid for security levels or performance.
  • SMO (Social media optimization): To use, measure and evaluate effects and synergy between different social medias to build your brands and increase traffic to the web shop.
  • SQL (Structured Query Language): A structured way of asking questions or make updates to a database.