These Terms of Use (“Terms”) govern your access to and use of the website at aovlab.com, the A/B test reports we provide, and any related services (collectively, the “Services”) offered by AOV Lab LLC (“AOV Lab,” “we,” “us,” or “our”). By accessing or using the Services, you agree to be bound by these Terms. If you do not agree, do not use the Services.
1. The Services
AOV Lab provides ecommerce conversion-rate-optimization content, including a free set of recommended A/B tests (a “report”) personalized to a store, an optional paid report that unlocks additional tests, and optional advisory or done-for-you engagements scoped under separate agreement. We may modify, suspend, or discontinue any part of the Services at any time.
2. Eligibility
You must be at least 18 years old and able to form a binding contract to use the Services. If you use the Services on behalf of a business, you represent that you are authorized to bind that business to these Terms.
3. No guarantee — informational only
Our reports present estimates and recommendations based on patterns observed across comparable stores. Predicted lift ranges are conservative estimates, not guarantees of any specific result. Actual outcomes depend on your traffic, customers, implementation, and many factors outside our control, which is exactly why each idea is meant to be A/B tested rather than assumed. The Services do not constitute legal, financial, or professional advice, and you are responsible for decisions you make based on them.
4. Payments & refunds
Paid reports and other paid offerings are billed through a third-party payment processor. Prices are stated at the point of purchase (for example, the full report unlock). By purchasing, you authorize us and our payment processor to charge your selected payment method and represent that you are authorized to use it. Our reports are custom digital deliverables prepared for you after purchase; to the maximum extent permitted by law, all sales are final and all payments are non-refundable, and you agree not to initiate a chargeback or payment dispute except where a refund is required by applicable law.
5. Intellectual property
The Services, including our reports, content, text, graphics, layout, and software, are owned by AOV Lab or our licensors and are protected by intellectual-property laws. When you receive a report, we grant you a limited, non-exclusive, non-transferable license to use it internally within your business to evaluate and run the recommended tests. You may not resell, republish, or redistribute our reports or content as your own. All third-party names, logos, and brand assets that appear in a report (for example, a store’s own logo shown in a mockup) remain the property of their respective owners and are used only to illustrate recommendations for that store.
6. Acceptable use
You agree not to:
- Use the Services in violation of any law or these Terms;
- Attempt to gain unauthorized access to the Services, other users’ reports, or our systems;
- Enumerate, scrape, or harvest reports or report URLs that were not provided to you;
- Interfere with or disrupt the integrity or performance of the Services; or
- Reverse engineer or misappropriate our content or methods for a competing service.
7. Third-party services & links
The Services rely on and may link to third-party services, including providers of payment processing, scheduling, analytics, communications, and hosting. We do not control and are not responsible for the availability, content, policies, or practices of any third party, and your use of their services is governed by their own terms and privacy policies. Your dealings with any third party are solely between you and that third party.
8. Disclaimers
THE SERVICES ARE PROVIDED “AS IS” AND “AS AVAILABLE” WITHOUT WARRANTIES OF ANY KIND, WHETHER EXPRESS, IMPLIED, OR STATUTORY, INCLUDING IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, AND NON-INFRINGEMENT. WE DO NOT WARRANT THAT THE SERVICES WILL BE UNINTERRUPTED, ERROR-FREE, OR THAT ANY RECOMMENDATION WILL ACHIEVE A PARTICULAR RESULT.
9. Limitation of liability
TO THE MAXIMUM EXTENT PERMITTED BY LAW, AOV LAB AND ITS OFFICERS, EMPLOYEES, AND AGENTS WILL NOT BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES, OR ANY LOSS OF PROFITS OR REVENUE, ARISING OUT OF OR RELATING TO YOUR USE OF THE SERVICES. OUR TOTAL LIABILITY FOR ANY CLAIM RELATING TO THE SERVICES WILL NOT EXCEED THE GREATER OF (A) THE AMOUNT YOU PAID US IN THE 12 MONTHS BEFORE THE CLAIM, OR (B) USD $100.
10. Indemnification
You agree to indemnify and hold harmless AOV Lab from any claims, damages, liabilities, and expenses (including reasonable legal fees) arising out of your use of the Services, your violation of these Terms, or your violation of any rights of a third party.
11. Term & termination
These Terms apply while you access or use the Services. We may suspend, restrict, or terminate your access at any time, with or without notice, for any reason, including any actual or suspected violation of these Terms. Upon termination, the licenses granted to you end. Any provision that by its nature should survive — including ownership, disclaimers, limitations of liability, indemnification, and dispute-resolution terms — will survive.
12. Dispute resolution; arbitration & class-action waiver
Please read this section carefully — it affects your legal rights. These Terms are governed by the laws of the State of Missouri, without regard to its conflict-of-laws principles, and the U.N. Convention on Contracts for the International Sale of Goods does not apply.
Except for claims that qualify for small-claims court or that seek injunctive relief for intellectual-property infringement, any dispute, claim, or controversy arising out of or relating to these Terms or the Services will be resolved by final and binding individual arbitration administered by a recognized arbitration provider and seated in Missouri (or conducted by video or telephone where available), rather than in court. The arbitrator — and not any court — has exclusive authority to resolve any dispute relating to the interpretation, applicability, or enforceability of these Terms.
Class-action and jury-trial waiver. To the maximum extent permitted by law, you and AOV Lab agree that each may bring claims against the other only in an individual capacity, and not as a plaintiff or class member in any purported class, collective, consolidated, or representative proceeding, and each waives any right to a jury trial. If this waiver is found unenforceable as to a particular claim, that claim shall be severed and heard only in the state or federal courts located in Missouri, to whose personal jurisdiction you consent.
Any claim arising out of or relating to the Services must be brought within one (1) year after the claim arises, or it is permanently barred to the extent permitted by law.
13. General provisions
These Terms, together with our Privacy Policy, constitute the entire agreement between you and AOV Lab regarding the Services and supersede all prior or contemporaneous understandings. If any provision is found unenforceable, it will be limited or severed to the minimum extent necessary, and the remaining provisions will remain in full force and effect. Our failure to enforce any provision is not a waiver of it. You may not assign or transfer these Terms without our prior written consent; we may assign them freely, including in connection with a merger, acquisition, financing, or sale of assets. We are not liable for any delay or failure to perform due to causes beyond our reasonable control. Section headings are for convenience only and do not affect interpretation.
14. Changes to these Terms
We may update these Terms from time to time in our sole discretion. When we do, we will revise the “Last updated” date above, and material changes become effective when posted. Your continued use of the Services after changes take effect constitutes acceptance of the updated Terms.
15. Contact us
Questions about these Terms? Contact us at andrew@aovlab.com.