Above the fold / Below the fold
“Above the fold” is the part of a web page that the user sees right away, without scrolling down. “Below the fold” then is anything below this imaginary line that...
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Bootstrapped Dictionary
Brand storytelling
Weaving narrative, values, origin, and purpose into your brand's messaging. It's not just what you sell — it's why it exists.
Collection page
A Shopify page that displays a group of products based on a category, theme, product type, tag rules, or by manual curation.
Conversion Rate
The percentage of visitors who complete a desired action on your site — most commonly, making a purchase.
Infographic product image
Unlike standard product photos, infographic images combine text, icons, and graphics to showcase key product details in an easily digestible format.
Lifestyle imagery
Photography that shows your products in context — being used, styled, or experienced in real-life settings.
Metafields, Shopify Metafield
Custom data fields in Shopify that let you store and display extra product info beyond the standard title, description, and price.
Metaobject, Shopify Metaobject
Shopify's way of creating custom content types that can be referenced across products, collections, or pages for richer storytelling.
Mobile-first design
Designing for mobile devices first, then scaling up to desktop — not the other way around. Essential for modern e-commerce.
Navigation
The menu system that helps visitors move through your site. Good navigation is invisible; bad navigation makes people leave.
Objection, Customer Objection
Reasons or concerns that potential customers have for not purchasing a product.
Product card
The individual product 'tiles' shown on collection pages (and anywhere a product grid appears, like a featured collection section).
Responsive design
A web design approach where your site automatically adjusts its layout and functionality based on screen size and device.
Social Proof
The marketing magic that happens when potential customers see that other people already love, use, or recommend your product.
Transactional email
Automated emails triggered by a customer action — like order confirmation, shipping notification, or password reset.
Trust badge
An indicator that communicates credibility, safety, or value — like "Free Shipping" or "Made in USA.”
Variant selector
The UI element that lets customers choose product options like size, color, material, or flavor on your product page.
Visual hierarchy
A design tactic that can help control the order in which your layout communicates information — what the eye notices first, second, third, and, maybe, what gets ignored.
Whitespace / "air"
The empty space around and between elements on a page. It's not wasted space; it's breathing room that makes your site easier to use.