A sales funnel is a visual metaphor for the path taken by a potential customer as they move towards becoming a customer.| Optimizely
A content management system, aka CMS, is software used to manage content, allowing multiple contributors to create, edit and publish.| Optimizely
The conversion rate is the number of conversions divided by the total number of visitors.| Optimizely
Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app.| Optimizely