Learn
Glossary
PLR, MRR, order bumps, AOV, and the rest, in plain English.
- Private label rights (PLR)
- Content you buy with the right to edit it, put your name on it, and sell it, within the limits of its license.
- Master resell rights (MRR)
- You can sell the product and also pass resell rights on to your buyers. You usually can't edit it.
- Resell rights (RR)
- You can sell the product as it is, but your buyers can't resell it. Usually no editing.
- Personal use rights
- You can use the product yourself. You can't sell it or give it away.
- License file
- The document that comes with a PLR or MRR product and lists what you can and can't do. Read it before you sell.
- Front-end offer
- The first, lowest-priced product someone buys from you.
- Order bump
- A small add-on offered on the checkout page, usually $7–$27, added with one click.
- Upsell
- A bigger or deeper product offered right after someone buys.
- Downsell
- A cheaper version offered to someone who says no to an upsell.
- OTO (one-time offer)
- An upsell shown once after checkout, common on launch platforms.
- High-ticket offer
- A premium product or service, often $500 or more, such as coaching or done-for-you work.
- Price ladder
- The set of offers at rising prices that a buyer can move up through.
- Lead magnet
- A free resource you give in exchange for an email address.
- Value stack
- How you list everything included in an offer so buyers see what they get.
- Funnel
- The steps from first seeing your content to buying.
- Sales page
- The page that explains your offer and has the buy button.
- Conversion rate
- The share of people who take an action, such as visitors who buy.
- Click-through rate (CTR)
- The share of people who see something and click it.
- Average order value (AOV)
- The average amount a buyer spends per order, including bumps and upsells.
- Refund rate
- The share of sales that get refunded.
- Churn
- The share of subscribers who cancel in a given period.
- Lifetime value (LTV)
- The total a customer spends with you over time.
- Hook
- The first line or first seconds of a post, written to stop the scroll.
- Call to action (CTA)
- What you ask the viewer to do next, such as “link in bio.”
- Swipe file
- A collection of examples, such as ads or emails, to borrow structure from.
- Evergreen
- A product or post that stays relevant for a long time.
- Affiliate link
- A tracked link that pays you a commission when someone buys through it.
- FTC disclosure
- The US rule that you must clearly say when you earn money from a recommendation, such as through an affiliate link.
- UGC (user-generated content)
- Videos made by creators for a brand to use in its own ads and pages.
- Stan Store, Gumroad, Payhip
- Popular platforms for selling digital products, each with checkout and file delivery built in.