Whether you’re building your first funnel or you’ve been using Funnelish for a while, you’ll come across terms that can be confusing or easy to forget.
This glossary is a quick reference to some of the most common landing page and conversion optimization (CRO) terms. You don’t have to read everything right now. Most of these concepts become clear as you build funnels, but this guide is here whenever you need a refresher or want to better understand a specific term.
Bookmark this post and come back whenever you need a quick reminder.
A
A/B Testing — An experiment where two versions of a landing page are tested to see which one generates a higher conversion rate.
Above the Fold — The part of a page that’s visible without scrolling.
C
Call to Action (CTA) — A button or message that encourages visitors to take an action, such as Buy Now, Start Free Trial, or Complete Order.
Campaign — A marketing effort with a specific goal. Your ads, emails, and Funnelish landing page are usually part of the same campaign.
Click-Through Page — A landing page without a form. Its purpose is to guide visitors to the next step, such as a checkout page or order form.
Conversion Rate — The percentage of visitors who complete the goal of your landing page.
F
Friction — Anything that makes it harder for visitors to take action, such as long forms, too many steps, or slow-loading pages.
H
Headline — The first message visitors see. It should clearly communicate the main benefit of your offer.
Hero Shot — An image or video that helps visitors visualize your product or service.
L
Landing Page — A page built around one specific goal, such as generating leads, collecting email addresses, or making a sale.
Lead — Someone who has shown interest in your offer by providing their contact information.
M
Mobile Optimization — Making sure your landing page looks and works great on mobile devices.
R
Responsive Design — A design approach that automatically adapts your page to different screen sizes.
S
Social Proof — Reviews, testimonials, ratings, customer counts, or other trust signals that show people already use and recommend your offer.
Supporting Headline — The text below the main headline that reinforces your message and adds more context.
V
Value Proposition (UVP) — A clear statement explaining why someone should choose your offer and what makes it valuable.
W
White Space — The empty space around elements that improves readability and helps important content stand out.
Understanding these terms will make it easier to build better landing pages and improve your conversion rates.
If you think there’s another landing page or CRO term that should be included, leave a comment below. I’ll continue updating this glossary as new terms come up.
Hope you find it helpful! 