- Sales funnel
- The planned sequence of steps that turns a stranger into a customer. Lesson →
- TOFU / MOFU / BOFU
- Top, middle and bottom of funnel - awareness, consideration and decision stages. Lesson →
- Lead magnet
- A free, useful resource offered in exchange for contact details. Blueprint →
- Opt-in page
- A focused landing page whose only goal is capturing a lead.
- Tripwire
- A low-priced first offer designed to turn a subscriber into a customer. Blueprint →
- Order bump
- A small add-on offered as a checkbox on the checkout page.
- Upsell
- A higher-value offer presented after the initial purchase.
- Downsell
- A lower-priced alternative offered when someone declines an upsell.
- Conversion rate
- The percentage of people at a step who take the desired action.
- Cost per lead (CPL)
- Marketing spend divided by the number of leads generated.
- Cost per acquisition (CPA)
- Marketing spend divided by the number of new customers.
- Average order value (AOV)
- Total revenue divided by number of orders.
- Customer lifetime value (LTV)
- Total revenue a customer generates over the relationship.
- Retargeting
- Showing ads to people who previously visited your site or engaged with you.
- A/B test
- An experiment that splits traffic between two versions to see which performs better.
- Speed to lead
- How quickly you respond to a new enquiry - critical for local and service funnels. Blueprint →
- Activation
- In SaaS, the moment a new user first experiences the product's core value. Blueprint →
- Bridge page
- A page between your traffic and an affiliate offer that adds context and captures emails. Blueprint →
- Thank-you page
- The page shown after an opt-in or purchase; confirms the action and offers one next step. Guide →
- Welcome sequence
- The automated series of emails new subscribers receive after joining. Template →
- Lead scoring
- Ranking leads by fit and engagement to decide who sales should contact first. Guide →
- MQL / SQL
- Marketing-qualified lead and sales-qualified lead - stages that mark when a lead is ready for sales.
- UTM parameters
- Tags added to links so analytics can attribute visits to a source, medium and campaign. Lesson →
- Attribution
- Assigning credit for a conversion to the channels and touchpoints that contributed to it.
- Churn
- The rate at which customers cancel a subscription or stop buying. Lesson →
- Message match
- Keeping the landing page's headline and offer consistent with the ad or link that brought the visitor. Lesson →
- Deliverability
- How reliably your emails reach the inbox rather than spam or being blocked. Lesson →
- Segmentation
- Dividing contacts into groups based on attributes or behaviour so messages can be more relevant.
- Video sales letter (VSL)
- A structured video presenting a problem, solution and offer. Blueprint →
- Pipeline
- The stages a lead or deal passes through in a CRM, from new enquiry to won or lost.
- Earnings per click (EPC)
- Affiliate earnings divided by clicks sent; used to compare affiliate programmes. Lesson →
- Hypothesis
- In testing, a statement predicting how a specific change will affect a specific metric, based on evidence. Template →
Resources
Sales funnel glossary
The terms and metrics you'll meet in funnel building, explained in plain English.