A
A/B Testing
A/B Testing is a conversion optimization method comparing two versions of a marketing element to determine which performs better. Marketers show variant A to one portion of traffic and variant B to another portion, then measure performance metrics to identify the superior performer.
Abandonment
Abandonment is the action of prospects leaving a sales funnel before completing the desired conversion goal. This occurs when visitors exit during opt-in, checkout, or any other conversion process without finishing the intended action.
Above the Fold
Above the Fold is the portion of a webpage visible to visitors without scrolling, derived from newspaper terminology where the top half of the front page appeared above the physical fold. This area represents prime visual real estate for critical messaging.
Acquisition
Acquisition is the process of converting strangers into leads or paying customers through marketing channels. This encompasses all activities and investments required to bring new contacts into a business ecosystem.
Advertorial
Advertorial is a hybrid content format blending editorial journalism style with direct response advertising objectives. This format presents promotional content in the structure and tone of informational articles or news stories.
Advertorial Funnel
Advertorial Funnel is a marketing funnel using advertorial content as the primary bridge between paid traffic and sales offers. This funnel type warms cold audiences through editorial-style persuasion before presenting products.
Affiliate Funnel
Affiliate Funnel is a marketing funnel designed to promote third-party products in exchange for commission payments. The affiliate marketer drives traffic while the product vendor handles fulfillment, customer support, and payment processing.
Anchor Price
Anchor Price is a cognitive pricing technique displaying a higher reference price alongside the actual selling price to create perception of value and savings. The initial price serves as a mental reference point influencing purchase decisions.
AOV (Average Order Value)
AOV (Average Order Value) is a commerce metric calculated by dividing total revenue by the number of orders within a specific period. This figure represents the average monetary amount customers spend per transaction.
Application Funnel
Application Funnel is a marketing funnel requiring prospects to submit applications before accessing offers or sales conversations. This structure qualifies leads and increases perceived exclusivity.
Ascension
Ascension is the strategic process of moving customers from entry-level products to progressively higher-priced premium offers over time. Each successful transaction builds trust enabling presentation of more valuable solutions.
Attribution
Attribution is the process of identifying which marketing touchpoints receive credit for conversions. Attribution models determine how value is assigned across multiple interactions in the customer journey.
Audience
Audience is a defined group of people targeted by marketing messages based on shared demographics, behaviors, interests, or characteristics. Audiences represent the human recipients of funnel traffic.
Authority
Authority is the perceived expertise and credibility a brand or individual holds within a specific market or topic area. Authority influences trust levels and purchasing decisions.
Automation
Automation is the use of software and technology to execute marketing tasks without manual intervention. Automation handles repetitive processes including email delivery, lead routing, and follow-up sequences.
Autoresponder
Autoresponder is an email marketing automation tool that delivers pre-written message sequences triggered by specific subscriber actions or time intervals. Messages deploy automatically without manual intervention once configured.
Awareness Stage
Awareness Stage is the first phase of the buyer’s journey where prospects recognize they have a problem or need. This stage precedes active solution-seeking behavior.
B
Backend
Backend is the products and services sold to existing customers after their initial frontend purchase. Backend offers target buyers who have already established trust and payment relationships with the business.
Bait
Bait is a free or low-cost offer designed to attract potential customers into a marketing funnel. This initial value exchange captures attention and contact information for subsequent marketing efforts.
Behavioral Targeting
Behavioral Targeting is the practice of delivering marketing messages based on user actions, browsing history, and engagement patterns rather than demographic characteristics alone.
Benefit
Benefit is the positive outcome or result a customer receives from using a product or service. Benefits describe what products do for buyers rather than product features or specifications.
Blind Offer
Blind Offer is a sales offer presented without revealing the product name or full details until after purchase or commitment. This technique relies on benefit-driven messaging and curiosity.
Bonus
Bonus is an additional item or service included with a purchase to increase perceived value. Bonuses supplement the core offer without changing the primary product.
Book Funnel
Book Funnel is a marketing funnel using a book (physical or digital) as the lead magnet or tripwire offer. Authors use this funnel type to build audiences and sell higher-ticket backend services.
Bottleneck
Bottleneck is a point in a marketing funnel where conversion flow slows or stops due to friction, confusion, or insufficient motivation. Bottlenecks restrict overall funnel throughput.
Bounce Rate
Bounce Rate is a web analytics metric measuring the percentage of visitors who leave a website after viewing only one page without taking any additional action or navigating to other pages.
Break-Even Point
Break-Even Point is the threshold where revenue generated equals costs invested, resulting in zero profit or loss. Funnels reaching break-even on frontend offers can profit entirely from backend sales.
Bridge Page
Bridge Page is an intermediary webpage positioned between the traffic source and the sales offer. This page prepares cold audiences for the upcoming pitch through educational content, storytelling, or rapport-building elements.
Bump Offer
Bump Offer is a low-friction add-on product presented as a checkbox option on checkout pages. This additional purchase opportunity appears during the payment process before order completion.
Buyer Persona
Buyer Persona is a semi-fictional representation of an ideal customer based on research, data, and educated assumptions about demographics, behaviors, motivations, and goals.
Buyer’s Journey
Buyer’s Journey is the complete path prospects travel from initial problem awareness through final purchase decision. This journey encompasses awareness, consideration, and decision stages representing different psychological states.
C
Call to Action (CTA)
Call to Action (CTA) is the specific instruction directing visitors toward the desired conversion action. This element tells prospects exactly what step to take next, typically appearing as buttons or linked text.
Campaign
Campaign is a coordinated series of marketing activities designed to achieve a specific objective within a defined timeframe. Campaigns integrate multiple channels and touchpoints.
Cart Abandonment
Cart Abandonment is the ecommerce phenomenon where shoppers add products to their shopping cart but exit the website without completing the purchase transaction.
Challenge Funnel
Challenge Funnel is a marketing funnel built around a multi-day challenge experience where participants complete daily tasks. This format builds engagement and community before presenting offers.
Checkout Page
Checkout Page is the transactional webpage where payment information is collected and purchase transactions are processed. This page represents the final step in the buying process before order confirmation.
Churn Rate
Churn Rate is the percentage of subscribers or customers who cancel or stop purchasing within a given period. Churn represents the inverse of retention rate.
Click Funnel
Click Funnel is a marketing funnel focused on generating and tracking clicks through sequential pages toward a conversion goal. This term also refers to the popular funnel-building software platform.
Click-Through Rate (CTR)
Click-Through Rate (CTR) is the percentage of people who click a link divided by the total number of people who viewed that link. This metric measures engagement effectiveness across emails, ads, and web content.
Closing
Closing is the final stage of the sales process where prospects commit to purchasing. Closing techniques guide hesitant buyers toward definitive purchase decisions.
Coaching Funnel
Coaching Funnel is a marketing funnel designed to sell coaching programs, mentorship, or consulting services. These funnels typically include application processes for high-ticket offers.
Cold Traffic
Cold Traffic is website visitors with no prior exposure to your brand, products, or marketing messages. These audiences encounter your business for the first time and lack existing awareness or trust.
Conditional Logic
Conditional Logic is programming rules that display different content, pages, or sequences based on user responses or behaviors. Conditional logic enables personalized funnel experiences.
Confirmation Page
Confirmation Page is a webpage displayed after form submission confirming the action was successful. This page acknowledges completion and provides next-step instructions.
Constraint
Constraint is a limiting factor restricting funnel performance including budget, time, traffic volume, or technical capabilities. Constraints define operational boundaries.
Consultation Funnel
Consultation Funnel is a marketing funnel designed to book sales calls, strategy sessions, or consultations with prospects. This funnel type converts leads into scheduled appointments.
Content Upgrade
Content Upgrade is a lead magnet specifically related to the content being consumed. Content upgrades offer enhanced value directly relevant to the topic the visitor is already engaging with.
Continuity Program
Continuity Program is a business model delivering ongoing products or services for recurring payments. Membership sites, subscription boxes, and SaaS products operate as continuity programs.
Control
Control is the existing version of a marketing element being tested against new variations. The control represents the current baseline performance in split testing.
Conversion
Conversion is the completion of a desired marketing action by a website visitor. Conversions encompass various goals including email opt-ins, product purchases, registrations, downloads, and application submissions.
Conversion Event
Conversion Event is a specific action defined as a successful outcome within a marketing funnel. Conversion events trigger tracking pixels and attribution systems.
Conversion Path
Conversion Path is the specific route visitors travel through a website or funnel to reach a conversion goal. Conversion paths may include multiple pages and touchpoints.
Conversion Rate
Conversion Rate is the percentage of visitors completing a desired action, calculated by dividing total conversions by total visitors. This metric indicates funnel effectiveness at turning traffic into results.
Copy
Copy is the persuasive written content used in marketing materials including headlines, body text, bullet points, emails, and calls-to-action. Copy serves as the primary verbal communication tool in direct response marketing.
Core Offer
Core Offer is the primary product or service a business sells, around which marketing funnels are constructed. Core offers represent the main revenue-generating solution.
Cost Per Acquisition (CPA)
Cost Per Acquisition (CPA) is the total marketing expenditure required to acquire one paying customer. This metric is calculated by dividing total advertising costs by the number of customers generated.
Cost Per Click (CPC)
Cost Per Click (CPC) is the amount paid each time someone clicks a paid advertisement. This pricing model charges advertisers only when users actively engage with their ads through clicking.
Cost Per Lead (CPL)
Cost Per Lead (CPL) is the marketing investment required to generate one qualified lead. This metric is calculated by dividing total advertising spend by the number of leads captured.
Cost Per Thousand (CPM)
Cost Per Thousand (CPM) is the price paid for one thousand advertising impressions. CPM pricing charges advertisers based on exposure volume rather than clicks or conversions.
Coupon Funnel
Coupon Funnel is a marketing funnel using discount codes or coupons as lead magnets to capture email addresses and drive immediate purchases.
Course Funnel
Course Funnel is a marketing funnel designed to sell online courses or educational programs. This funnel type typically includes free training content before presenting paid offerings.
Creative
Creative is the visual and textual elements comprising an advertisement including images, videos, headlines, and copy. Creative quality directly impacts advertising performance.
CRM (Customer Relationship Management)
CRM (Customer Relationship Management) is software systems that manage customer data, interactions, and relationships throughout the customer lifecycle. CRMs centralize contact information and communication history.
Cross-sell
Cross-sell is the practice of offering complementary or related products alongside the main purchase. This technique presents additional items that enhance or supplement what the customer is already buying.
Customer Avatar
Customer Avatar is a detailed profile of an ideal customer including demographics, psychographics, pain points, desires, and objections. Customer avatars guide messaging and targeting decisions.
Customer Lifetime Value (CLV/LTV)
Customer Lifetime Value (CLV/LTV) is the total revenue expected from a single customer throughout their entire relationship with a business. This projection encompasses all future transactions across all product lines.
D
Dashboard
Dashboard is a visual interface displaying key metrics and performance data in centralized, easily digestible format. Dashboards enable quick monitoring of funnel health.
Data Capture
Data Capture is the process of collecting visitor information through forms, surveys, quizzes, or other input mechanisms. Data capture converts anonymous traffic into identifiable contacts.
Dead Lead
Dead Lead is a contact who has become unresponsive to marketing communications and shows no engagement or purchase intent. Dead leads may require reactivation campaigns or list removal.
Deadline Funnel
Deadline Funnel is marketing automation software creating personalized countdown timers for evergreen sales funnels. Each visitor receives an individual deadline based on their specific funnel entry time.
Decoy Pricing
Decoy Pricing is a pricing psychology technique involving the addition of a third option designed to make another choice appear more attractive through comparison rather than to generate sales itself.
Deliverability
Deliverability is the measurement of email successfully reaching subscriber inboxes rather than being filtered to spam folders or blocked entirely. This metric reflects sender reputation and technical configuration quality.
Delivery
Delivery is the fulfillment process providing purchased products or services to customers after transaction completion. Delivery quality impacts customer satisfaction and refund rates.
Demo Funnel
Demo Funnel is a marketing funnel offering product demonstrations as the primary conversion action. Software companies commonly use demo funnels for complex product sales.
Desire
Desire is the emotional want or aspiration motivating prospects to seek solutions. Desire-based marketing appeals to what customers want to achieve or become.
Direct Response
Direct Response is a marketing discipline focused on generating immediate, measurable actions from audiences. This approach prioritizes trackable results over brand awareness or long-term impression building.
Discovery Call
Discovery Call is an initial sales conversation designed to understand prospect needs, qualify fit, and determine next steps. Discovery calls gather information before presenting solutions.
Disqualification
Disqualification is the process of identifying and removing prospects who do not match ideal customer criteria. Disqualification improves sales efficiency by focusing resources on viable opportunities.
Double Opt-in
Double Opt-in is an email subscription process requiring subscribers to confirm their email address through a verification link before being added to the mailing list.
Downsell
Downsell is a lower-priced alternative offer presented to prospects after they decline the primary offer. This secondary option provides a more accessible entry point for hesitant buyers.
Drip Campaign
Drip Campaign is an automated email marketing sequence delivering messages at predetermined time intervals. Each message in the series is scheduled to deploy based on elapsed time since trigger activation.
Drip Email
Drip Email is a single message within an automated drip campaign sequence. Each drip email serves a specific purpose within the broader nurturing strategy.
Dynamic Content
Dynamic Content is website or email content that changes based on viewer characteristics, behaviors, or preferences. Dynamic content personalizes experiences for individual users.
E
Early Bird Pricing
Early Bird Pricing is a promotional pricing strategy offering discounts to prospects who purchase within a limited initial timeframe. This approach rewards quick decision-making with preferential pricing.
Ecommerce Funnel
Ecommerce Funnel is a marketing funnel designed specifically for selling physical products through online stores. This funnel type optimizes the path from product discovery to checkout completion.
Email Automation
Email Automation is the use of software to send targeted emails automatically based on triggers, schedules, or subscriber behaviors without manual sending.
Email Broadcast
Email Broadcast is a single email message sent simultaneously to an entire list or segment. Broadcasts differ from automated sequences by requiring manual initiation.
Email Campaign
Email Campaign is a coordinated series of email messages designed to achieve a specific marketing objective. Campaigns may include multiple broadcasts and automated sequences.
Email List
Email List is a database of subscriber email addresses collected through opt-in processes. The email list represents owned media and direct communication access.
Email Sequence
Email Sequence is a strategic series of emails delivered in specific order to achieve defined marketing objectives. Each message serves a distinct purpose within the overall sequence strategy.
Emotional Trigger
Emotional Trigger is a psychological stimulus that activates emotional responses influencing decision-making. Fear, desire, curiosity, and urgency function as emotional triggers.
Endowment Effect
Endowment Effect is a cognitive bias where people value items more highly simply because they own them. Free trials and samples leverage the endowment effect.
Engagement
Engagement is measurable audience interaction with marketing content including opens, clicks, replies, shares, comments, likes, and time spent consuming material.
Engagement Loop
Engagement Loop is a cyclical pattern of interaction designed to keep users repeatedly engaging with content or products. Engagement loops build habits and increase retention.
Entry Point
Entry Point is the first touchpoint where prospects encounter a marketing funnel. This initial contact point represents where the customer relationship begins.
Ethical Bribe
Ethical Bribe is a valuable free offer provided in exchange for contact information or desired actions. The term emphasizes legitimate value exchange rather than manipulation.
Event Funnel
Event Funnel is a marketing funnel designed to fill seats for live or virtual events including workshops, seminars, and conferences.
Evergreen Funnel
Evergreen Funnel is an automated marketing system operating continuously without live launches, manual intervention, or date-specific promotions. All elements function automatically once configured.
Exclusivity
Exclusivity is a positioning strategy emphasizing limited access, selective membership, or restricted availability. Exclusivity increases perceived value through scarcity.
Exit Intent
Exit Intent is website technology that detects when visitors prepare to leave a page by tracking cursor movement toward browser navigation controls. This detection triggers predetermined popup displays.
Exit Rate
Exit Rate is the percentage of visitors who leave a website from a specific page, regardless of how many pages they viewed during their session. This differs from bounce rate by including multi-page visits.
Expiration
Expiration is the termination point of an offer, discount, or access period. Expiration dates create urgency by establishing clear deadlines.
F
Facebook Funnel
Facebook Funnel is a marketing funnel using Facebook advertising as the primary traffic source. This funnel type leverages Facebook’s targeting capabilities and ad formats.
Feature
Feature is a specific characteristic, function, or component of a product or service. Features describe what products have or do, distinct from benefits received.
Filter
Filter is a mechanism that qualifies or disqualifies prospects based on specific criteria. Filters ensure only appropriate leads progress through funnel stages.
First Touch
First Touch is the initial interaction between a prospect and a brand within the customer journey. First touch attribution assigns full conversion credit to this initial contact.
Flagship Product
Flagship Product is the primary premium offering representing a brand’s highest-value solution. Flagship products typically command premium pricing and comprehensive delivery.
Flash Sale
Flash Sale is a limited-time promotional event offering significant discounts within a compressed timeframe. This promotion creates purchase urgency through strict temporal boundaries.
Flow
Flow is the sequence and movement of prospects through funnel stages. Optimized flow minimizes friction and maximizes progression toward conversion.
Flywheel
Flywheel is a self-reinforcing business model where customer success generates momentum that attracts new customers. The flywheel replaces the traditional funnel metaphor in some frameworks.
Follow-up Sequence
Follow-up Sequence is email messages sent after initial contact to continue prospect relationships and maintain communication momentum. These messages extend the conversation beyond the first interaction.
FOMO (Fear of Missing Out)
FOMO (Fear of Missing Out) is a psychological trigger motivating action through the prospect of potential loss rather than potential gain. This emotional driver activates when opportunities appear scarce or time-limited.
Founder’s Offer
Founder’s Offer is a special introductory offer available during initial product launch, typically featuring discounted pricing or exclusive bonuses for early adopters.
Free Plus Shipping
Free Plus Shipping is an offer structure where the product itself costs nothing but the customer pays shipping and handling charges. The shipping fee covers product costs while providing customer acquisition.
Frequency
Frequency is the number of times a prospect sees an advertisement within a specific timeframe. Frequency affects both message retention and audience fatigue.
Friction
Friction is any element creating resistance that slows or prevents conversions within a marketing funnel. Friction encompasses unnecessary steps, confusing interfaces, and psychological barriers to action.
Frontend
Frontend is the initial offer bringing new customers into a marketing ecosystem. This first transaction establishes the customer relationship and payment history.
Fulfillment
Fulfillment is the complete process of delivering purchased products or services to customers. Fulfillment encompasses production, shipping, access provisioning, and support.
Full-Price Buyer
Full-Price Buyer is a customer who purchases at regular pricing without discounts or promotional offers. Full-price buyers represent higher-quality customers in many analyses.
Funnel Audit
Funnel Audit is a systematic review of funnel performance identifying weaknesses, opportunities, and optimization priorities. Audits examine metrics, messaging, and user experience.
Funnel Builder
Funnel Builder is software platforms enabling creation of landing pages, sales pages, checkout processes, and automated sequences without coding knowledge.
Funnel Hacking
Funnel Hacking is the practice of studying and modeling successful competitor funnels to understand their structure, messaging, and conversion strategies before building similar systems.
Funnel Map
Funnel Map is a visual diagram illustrating the complete structure of a marketing funnel including all pages, emails, and conversion paths.
Funnel Metrics
Funnel Metrics is the key performance indicators used to measure funnel effectiveness including traffic, conversion rates, revenue, and customer acquisition costs.
Funnel Stage
Funnel Stage is a distinct phase within the customer journey from awareness through purchase and beyond. Each stage has specific objectives and content requirements.
G
Gated Content
Gated Content is valuable content accessible only after visitors provide contact information. Access requires completing an opt-in form, creating an exchange of value for data.
Geographic Targeting
Geographic Targeting is the practice of delivering marketing messages to prospects based on physical location including country, region, city, or proximity to specific addresses.
Gift Funnel
Gift Funnel is a marketing funnel offering free physical products (typically with shipping charges) as customer acquisition tools. This funnel type builds buyer lists through tangible value.
Godfather Offer
Godfather Offer is an offer constructed to be so compelling that prospects cannot reasonably refuse. This term references creating overwhelming value relative to price.
Google Ads Funnel
Google Ads Funnel is a marketing funnel using Google advertising platforms (Search, Display, YouTube) as primary traffic sources. This funnel type captures intent-based search traffic.
Gross Revenue
Gross Revenue is total revenue generated before subtracting costs, refunds, or expenses. Gross revenue represents top-line income from all transactions.
Growth Hacking
Growth Hacking is a marketing approach focused on rapid experimentation across channels and product development to identify the most efficient growth methods.
Growth Loop
Growth Loop is a self-perpetuating cycle where outputs from one stage become inputs for the next, creating compounding growth. Referral programs exemplify growth loops.
Guarantee
Guarantee is a risk-reversal promise reducing buyer hesitation about purchase decisions. Guarantees shift potential negative outcomes from buyer to seller through specific commitments.
H
Hard Bounce
Hard Bounce is an email delivery failure caused by permanent reasons such as invalid email addresses or non-existent domains. Hard bounces require immediate list removal.
Hard Offer
Hard Offer is a direct sales pitch presenting a product with clear pricing and purchase request. Hard offers contrast with soft offers that request smaller commitments.
Headline
Headline is the primary text element positioned prominently to capture visitor attention and communicate the core value proposition. This first-read element determines whether visitors continue engaging.
Heat Map
Heat Map is a visual analytics tool displaying visitor behavior patterns on webpages through color-coded overlays. Colors indicate intensity of clicks, scrolls, hovers, and attention across page areas.
Hero Section
Hero Section is the prominent top section of a landing page visible immediately upon arrival. This area contains primary messaging elements including headline, supporting copy, visuals, and main call-to-action.
Hidden Offer
Hidden Offer is a special offer accessible only through specific links, sequences, or customer segments rather than public pages. Hidden offers reward engaged prospects.
High-Converting
High-Converting is a designation indicating above-average conversion performance relative to benchmarks or previous versions. High-converting elements merit scaling and replication.
High-Ticket
High-Ticket is premium products or services commanding prices significantly above average, typically $1,000 or higher. These offerings require deeper trust and longer decision cycles.
Hook
Hook is the attention-capturing element that stops prospects from scrolling past content. Hooks grab immediate interest through compelling questions, statements, or visual elements.
Horizontal Funnel
Horizontal Funnel is a funnel structure offering multiple products at similar price points rather than ascending value ladder progression. This approach serves varied customer needs.
Hot Lead
Hot Lead is a prospect demonstrating strong purchase intent through behaviors such as pricing page visits, cart additions, or direct inquiries. Hot leads warrant immediate sales attention.
Hybrid Funnel
Hybrid Funnel is a marketing funnel combining multiple strategies such as webinar content with challenge elements or quiz segmentation with application processes.
I
Ideal Customer Profile (ICP)
Ideal Customer Profile (ICP) is a detailed description of the perfect customer for a business including firmographic, demographic, and behavioral characteristics. ICPs guide targeting decisions.
Image Ad
Image Ad is an advertisement format using static visual images as the primary creative element. Image ads appear across social media platforms and display networks.
Impression
Impression is a single instance of an advertisement being displayed to a user. Impressions measure exposure volume regardless of clicks or engagement.
Incentive
Incentive is a reward or benefit offered to motivate specific actions. Discounts, bonuses, and exclusive access function as incentives driving conversions.
Indoctrination Sequence
Indoctrination Sequence is the initial email series delivered to new subscribers immediately after opt-in. This sequence establishes brand expectations, shares origin stories, and builds foundational rapport.
Information Product
Information Product is digital products delivering knowledge or education including courses, ebooks, membership sites, and training programs. Information products scale without physical inventory.
Initial Purchase
Initial Purchase is the first transaction a customer makes with a business. Initial purchase value and experience influence subsequent buying behavior.
Input
Input is the resources invested into a marketing funnel including traffic, time, money, and creative assets. Inputs are measured against outputs to determine efficiency.
Insert
Insert is additional marketing materials included with product shipments. Package inserts promote related products, request reviews, or provide bonus content.
Instagram Funnel
Instagram Funnel is a marketing funnel using Instagram as the primary traffic and engagement platform. This funnel type leverages visual content, stories, and direct messages.
Integration
Integration is the connection between different software tools enabling data sharing and automated workflows. Integrations link funnel builders, email platforms, and payment processors.
Intent
Intent is the underlying purpose or goal driving prospect behavior. High-intent visitors actively seek solutions while low-intent visitors browse casually.
Internal Traffic
Internal Traffic is visitors directed to offers from owned media sources including email lists, social followers, and existing customer bases rather than paid advertising.
Intro Offer
Intro Offer is a special offer designed specifically for first-time customers. Intro offers reduce barriers to initial purchase and establish buying relationships.
Inventory
Inventory is the available supply of products, services, or access slots. Limited inventory creates scarcity conditions influencing purchase urgency.
Investment
Investment is the financial commitment a customer makes when purchasing. Framing purchases as investments emphasizes value and returns rather than costs.
Invitation Funnel
Invitation Funnel is a marketing funnel using exclusive invitation mechanics to drive registrations or purchases. This approach leverages exclusivity and social proof.
Irresistible Offer
Irresistible Offer is an offer constructed with overwhelming perceived value relative to price. This value disparity makes declining the offer feel irrational to the prospect.
J
Joint Venture (JV)
Joint Venture (JV) is a partnership between two or more businesses collaborating on specific marketing initiatives. JV partners typically cross-promote to each other’s audiences.
Journey Mapping
Journey Mapping is the visual documentation of every customer touchpoint from first exposure through repeat purchase. This mapping reveals the complete sequence of interactions across the customer lifecycle.
JV Broker
JV Broker is an intermediary who connects product creators with potential joint venture partners. JV brokers facilitate partnership negotiations and campaign coordination.
JV Launch
JV Launch is a product launch leveraging joint venture partners who promote to their audiences in exchange for affiliate commissions. JV launches generate concentrated traffic surges.
JV Swipe Copy
JV Swipe Copy is pre-written promotional content provided to joint venture partners for their promotional use. Swipe copy ensures consistent messaging across partner communications.
K
Keyword Funnel
Keyword Funnel is a marketing funnel designed around specific search keywords, capturing intent-based traffic through SEO or paid search advertising.
Knowledge Base
Knowledge Base is a centralized repository of information, tutorials, and resources helping customers use products effectively. Knowledge bases reduce support requests.
Knowledge Commerce
Knowledge Commerce is the business of selling information, education, and expertise through digital products and services. Online courses and coaching exemplify knowledge commerce.
Knowledge Gap
Knowledge Gap is the difference between what prospects currently know and what they need to know to make informed decisions. Marketing content bridges knowledge gaps.
KPI (Key Performance Indicator)
KPI (Key Performance Indicator) is critical metrics measuring funnel performance and business health. KPIs represent the essential numbers requiring consistent monitoring for strategic decision-making.
L
Landing Page
Landing Page is a standalone webpage designed for one specific conversion goal. This focused page eliminates navigation menus, sidebars, and multiple competing options to concentrate attention.
Launch
Launch is the introduction of a new product, offer, or campaign to the market. Launches may be live events with deadlines or evergreen automated sequences.
Launch Funnel
Launch Funnel is a marketing funnel designed around time-limited product introductions with specific open and close dates. Launch funnels create concentrated promotional periods.
Lead
Lead is a potential customer who has demonstrated interest by providing contact information. Leads represent prospects who have taken initial action indicating possible purchase intent.
Lead Capture Page
Lead Capture Page is a webpage designed specifically to collect visitor contact information through opt-in forms. This term is synonymous with squeeze page or opt-in page.
Lead Flow
Lead Flow is the volume and velocity of new leads entering a marketing funnel over time. Consistent lead flow enables predictable business growth.
Lead Generation
Lead Generation is the process of attracting and capturing contact information from potential customers. Lead generation fills the top of the marketing funnel.
Lead Magnet
Lead Magnet is free valuable content offered in exchange for email addresses or other contact information. This asset attracts prospects and initiates the relationship through value delivery.
Lead Nurturing
Lead Nurturing is the process of building relationships with leads through consistent valuable content over time. Nurturing maintains engagement with prospects not yet ready to purchase.
Lead Scoring
Lead Scoring is a qualification system ranking leads by purchase likelihood based on behavioral signals and demographic characteristics. Scores increase as leads demonstrate buying intent.
Lead Source
Lead Source is the specific origin point from which a lead entered a marketing funnel. Tracking lead sources identifies the most effective acquisition channels.
Leverage
Leverage is the ability to multiply results through systems, partnerships, or assets. Automation and affiliates provide leverage by scaling impact beyond individual effort.
Lifetime Buyer
Lifetime Buyer is a customer who continues purchasing from a business over extended periods. Lifetime buyers represent the highest-value customer segment.
LinkedIn Funnel
LinkedIn Funnel is a marketing funnel using LinkedIn as the primary platform for B2B lead generation and professional audience targeting.
List Building
List Building is the practice of growing an email subscriber database through lead magnets, content upgrades, and opt-in incentives. List building creates owned media assets.
List Hygiene
List Hygiene is the practice of maintaining email list quality by removing inactive subscribers, invalid addresses, and unengaged contacts. List hygiene improves deliverability.
Live Launch
Live Launch is a product introduction conducted in real-time with specific dates, live events, and genuine deadlines. Live launches contrast with evergreen automated funnels.
Long-Form Sales Page
Long-Form Sales Page is a sales page containing extensive copy, typically thousands of words, presenting comprehensive arguments for purchase. Long-form pages suit complex or high-ticket offers.
Lookalike Audience
Lookalike Audience is an advertising audience created by platforms to match characteristics of existing customer or lead lists. Lookalike audiences find similar prospects at scale.
Loss Leader
Loss Leader is a pricing strategy selling products below cost to acquire new customers. The initial transaction generates financial loss offset by subsequent profitable purchases.
Low-Ticket
Low-Ticket is inexpensive products priced at accessible levels, typically under $100. These offerings require minimal purchase consideration due to limited financial risk.
M
Market Awareness
Market Awareness is the degree to which target audiences understand their problems, available solutions, and specific products. Awareness levels guide messaging sophistication.
Market Sophistication
Market Sophistication is the level of exposure target markets have had to marketing messages and competing offers. Sophisticated markets require more nuanced positioning.
Mastermind
Mastermind is a group coaching or peer advisory format where members collaborate and share expertise. Mastermind programs represent high-ticket continuity offerings.
Membership Funnel
Membership Funnel is a marketing funnel designed to sell access to membership sites, communities, or ongoing content programs with recurring billing.
Messenger Funnel
Messenger Funnel is a marketing funnel using Facebook Messenger, Instagram DM, or other messaging platforms as primary communication and conversion channels.
Metrics Dashboard
Metrics Dashboard is a visual display consolidating key performance indicators for monitoring funnel health and making data-driven decisions.
Micro-Commitment
Micro-Commitment is a small agreement that psychologically prepares prospects for larger commitments. Each minor action creates momentum toward subsequent bigger decisions.
Mid-Ticket
Mid-Ticket is products priced between low-ticket and high-ticket ranges. These offerings balance accessibility with meaningful profit margins.
Mini-Course Funnel
Mini-Course Funnel is a marketing funnel using a short, free educational course as the lead magnet before presenting paid offerings.
Mobile Optimization
Mobile Optimization is the process of ensuring marketing funnels function effectively on mobile devices including responsive design and fast loading times.
Money Page
Money Page is a webpage directly responsible for generating revenue, typically a sales page or checkout page. Money pages warrant intensive optimization focus.
MQL (Marketing Qualified Lead)
MQL (Marketing Qualified Lead) is a lead meeting specific criteria suggesting readiness for sales outreach. MQL designation indicates the prospect has demonstrated sufficient engagement or intent.
Multi-Channel Funnel
Multi-Channel Funnel is a marketing funnel utilizing multiple platforms and communication channels to reach and convert prospects.
Multi-Step Checkout
Multi-Step Checkout is a purchase process divided into sequential pages rather than a single comprehensive form. Multi-step checkouts can improve completion rates.
Multi-Step Form
Multi-Step Form is opt-in or checkout forms broken into sequential pages rather than one overwhelming form. Each step collects limited information before progressing.
N
Native Advertising
Native Advertising is paid content designed to match the form and function of the platform where it appears. Native ads blend with organic content rather than appearing as obvious advertisements.
Negative Keywords
Negative Keywords is search terms excluded from paid advertising campaigns to prevent ads from showing for irrelevant queries. Negative keywords improve targeting precision.
Net Revenue
Net Revenue is total revenue remaining after subtracting refunds, chargebacks, and returns. Net revenue represents actual retained income from transactions.
New Customer Acquisition
New Customer Acquisition is the process and cost of gaining first-time buyers. New customer acquisition differs from repeat purchase generation.
Newsletter Funnel
Newsletter Funnel is a marketing funnel using email newsletter subscriptions as the primary lead capture mechanism before presenting product offers.
Niche
Niche is a specialized segment of a broader market with specific needs, preferences, and characteristics. Niche focus enables targeted messaging and reduced competition.
No-Brainer Offer
No-Brainer Offer is an offer with such obvious value that accepting requires no deliberation. No-brainer offers minimize decision friction through clear value disparity.
Non-Buyer
Non-Buyer is a lead who has not made a purchase despite entering a marketing funnel. Non-buyer sequences attempt to convert these leads over time.
Nurture Sequence
Nurture Sequence is an email series designed to build trust and demonstrate expertise before presenting sales offers. This sequence warms prospects through relationship development and value delivery.
O
Objection
Objection is a reason or concern preventing prospects from purchasing. Common objections include price, timing, trust, relevance, and authority.
Objection Handling
Objection Handling is the strategic process of addressing reasons prospects hesitate to buy. This practice anticipates and counters resistance points preventing purchase decisions.
Offer
Offer is the complete package presented to prospects including the product, price, bonuses, guarantees, and terms. Offers encompass everything included in the transaction.
Offer Page
Offer Page is a webpage presenting a specific offer with complete details, benefits, and purchase options. Offer pages may be sales pages, checkout pages, or landing pages.
Offer Stack
Offer Stack is the technique of bundling main products with bonuses and additional value elements to increase total perceived worth. Stacking combines multiple components into one comprehensive package.
Offline Conversion
Offline Conversion is a conversion action occurring outside digital tracking such as phone purchases or in-person transactions initiated through online marketing.
Onboarding Sequence
Onboarding Sequence is an automated email or content series helping new customers successfully use their purchase. Effective onboarding reduces refunds and increases satisfaction.
One-Time Offer (OTO)
One-Time Offer (OTO) is a special deal available only at one specific moment in the customer journey. This offer expires when the visitor leaves the presentation page or completes a specific action.
Online Course Funnel
Online Course Funnel is a marketing funnel specifically designed to sell digital educational courses and training programs.
Open Loop
Open Loop is a psychological technique leaving questions unanswered or stories incomplete to maintain attention and curiosity. Open loops compel continued engagement.
Open Rate
Open Rate is the percentage of email recipients who open a delivered message. This metric measures subject line effectiveness and list engagement quality.
Opt-in
Opt-in is the action of subscribing to an email list by providing contact information through a form submission. This voluntary action initiates the subscriber relationship.
Optimization
Optimization is the ongoing process of improving funnel performance through testing, analysis, and refinement. Optimization incrementally increases conversion rates and revenue.
Order Bump
Order Bump is a low-commitment add-on offer displayed as a checkbox on checkout pages during the payment process. This opportunity appears before final order submission.
Order Form
Order Form is the interface where customers enter payment information and complete purchase transactions. Order form design significantly impacts conversion rates.
Organic Traffic
Organic Traffic is website visitors arriving from unpaid sources including search engines, social media, referrals, and direct navigation. This traffic requires no advertising expenditure.
Outbound Marketing
Outbound Marketing is marketing approaches that push messages to audiences through interruption including cold calling, direct mail, and display advertising.
Output
Output is the results generated by a marketing funnel including leads, customers, and revenue. Outputs are measured against inputs to calculate efficiency.
Overdelivery
Overdelivery is the practice of providing more value than promised or expected. Overdelivery builds goodwill and increases customer satisfaction and referrals.
P
Page Builder
Page Builder is software enabling visual construction of landing pages, sales pages, and funnel pages without coding requirements.
Page View
Page View is a single instance of a webpage being loaded by a visitor. Page views measure traffic volume to specific URLs.
Pain Point
Pain Point is a specific problem, frustration, or challenge that target audience members want resolved. Pain points represent the core issues motivating prospects to seek solutions.
Paid Traffic
Paid Traffic is website visitors acquired through advertising expenditure across media platforms. This traffic source involves direct financial investment for visitor generation.
Partner Funnel
Partner Funnel is a marketing funnel designed for joint venture or affiliate partnerships, providing partners with ready-made promotional systems.
Payment Plan
Payment Plan is an option allowing customers to split purchase prices into multiple installments over time. Payment plans reduce price objection barriers.
Payment Processor
Payment Processor is a service handling credit card transactions and fund transfers between customers and businesses. Stripe and PayPal function as payment processors.
Perceived Value
Perceived Value is the worth a prospect assigns to an offer based on their subjective assessment rather than objective cost or market price.
Permission Marketing
Permission Marketing is a marketing approach requiring explicit consent before sending promotional messages. Email opt-in represents permission-based marketing.
Personalization
Personalization is the practice of customizing marketing content based on individual user data, preferences, behaviors, or characteristics. Personalized elements adapt to each recipient.
Persuasion
Persuasion is the process of influencing prospect attitudes, beliefs, or actions toward desired outcomes through communication and psychological principles.
Phone Funnel
Phone Funnel is a marketing funnel designed to generate phone calls with prospects, typically for high-ticket sales requiring personal conversation.
Pipeline
Pipeline is the complete inventory of prospects at various stages of the sales process. Pipeline management tracks opportunities from lead to close.
Pixel
Pixel is a tracking code snippet installed on websites to collect visitor behavior data and enable audience building for advertising platforms. Pixels monitor actions for retargeting and attribution.
Placeholder
Placeholder is temporary content occupying space until final content is available. Placeholders enable funnel structure development before copy completion.
Platform
Platform is the software environment or marketplace where marketing activities occur. Facebook, Google, and Shopify represent marketing platforms.
Podcast Funnel
Podcast Funnel is a marketing funnel using podcast content as the primary traffic source and relationship-building mechanism.
Point of Entry
Point of Entry is the specific page or touchpoint where prospects first enter a marketing funnel. Point of entry influences subsequent journey design.
Pop-up
Pop-up is a window appearing over main website content to capture attention. Exit-intent popups, timed popups, and scroll-triggered popups serve different strategic purposes.
Positioning
Positioning is the strategic process of establishing a brand or product’s place in prospect minds relative to competitors. Positioning shapes perception and preference.
Post-Purchase
Post-Purchase is the phase following transaction completion encompassing delivery, onboarding, and ongoing customer relationship. Post-purchase experience affects retention and referrals.
Pre-Cart
Pre-Cart is marketing activities and pages encountered before reaching the checkout process. Pre-cart warming increases checkout conversion rates.
Pre-Frame
Pre-Frame is content strategically positioned to shape prospect expectations before they encounter the main offer. Pre-framing establishes context influencing how subsequent information is received.
Pre-Launch
Pre-Launch is the phase before official product introduction used for audience building, anticipation creation, and beta testing.
Premium
Premium is higher-priced offerings providing superior value, quality, or access compared to standard options. Premium positioning commands elevated prices.
Price Point
Price Point is the specific price at which a product or service is offered. Price points influence perceived value and buyer qualification.
Pricing Page
Pricing Page is a webpage displaying product prices, plan comparisons, and purchase options. Pricing page design significantly impacts conversion decisions.
Primary Offer
Primary Offer is the main product or service being sold within a marketing funnel. Secondary offers including bumps and upsells complement the primary offer.
Problem Aware
Problem Aware is a market awareness stage where prospects recognize they have a problem but do not yet know solutions exist.
Product Launch Formula
Product Launch Formula is a specific launch methodology developed by Jeff Walker involving pre-launch content sequences building toward time-limited product availability.
Profit Margin
Profit Margin is the percentage of revenue remaining after costs, representing actual business profit. Margin calculations guide pricing and acquisition spending.
Promo Calendar
Promo Calendar is a planned schedule of promotional campaigns, launches, and marketing activities across defined time periods.
Promotion
Promotion is a marketing campaign or activity designed to generate sales, often involving special pricing, bonuses, or limited-time availability.
Proof
Proof is evidence demonstrating that products deliver promised results. Proof elements substantiate marketing claims through documentation of actual outcomes.
Prospect
Prospect is a potential customer matching target criteria who has not yet purchased. Prospects exist at various awareness levels regarding their problems and available solutions.
Prospect Aware
Prospect Aware is a market awareness stage where prospects know problems exist and solutions exist but do not yet know specific products.
Q
Qualification
Qualification is the process of determining whether leads match ideal customer profile criteria. Qualification separates prospects with genuine purchase potential from casual browsers.
Qualified Traffic
Qualified Traffic is website visitors meeting specific criteria indicating genuine interest and purchase potential. Qualified traffic converts at higher rates than general traffic.
Quality Score
Quality Score is a metric used by advertising platforms measuring ad relevance, landing page experience, and expected click-through rate. Quality scores affect ad costs and placement.
Quantity Limit
Quantity Limit is a scarcity mechanism restricting the number of units, spots, or access available. Quantity limits create urgency through finite availability.
Question Hook
Question Hook is an opening question designed to capture attention by triggering curiosity or self-reflection. Question hooks engage prospects through active mental participation.
Quick Win
Quick Win is an immediate, tangible result delivered early in the customer experience. Quick wins build confidence and momentum toward larger outcomes.
Quiz Funnel
Quiz Funnel is a marketing funnel using interactive quizzes to engage visitors, collect data, segment audiences, and present personalized recommendations based on responses.
R
Reach
Reach is the total number of unique individuals exposed to a marketing message. Reach measures audience breadth distinct from impression frequency.
Real-Time
Real-Time is actions or updates occurring immediately without delay. Real-time analytics and notifications enable rapid response to funnel activity.
Reciprocity
Reciprocity is a psychological principle where receiving value creates subconscious obligation to give back. This social norm influences behavior when one party provides benefit first.
Recurring Revenue
Recurring Revenue is income generated from ongoing subscriptions or repeat purchases at predictable intervals. Recurring revenue provides business stability.
Redirect
Redirect is an automatic forwarding from one URL to another. Redirects send visitors to appropriate pages based on actions, timing, or segmentation.
Referral
Referral is a recommendation from an existing customer directing new prospects to a business. Referrals represent high-quality leads with built-in trust.
Referral Funnel
Referral Funnel is a marketing funnel designed to generate and incentivize customer referrals through rewards, recognition, or reciprocal benefits.
Refund Rate
Refund Rate is the percentage of purchases subsequently returned or refunded. High refund rates indicate product-market fit problems or misleading marketing.
Registration Page
Registration Page is a webpage where visitors sign up for events, webinars, challenges, or membership access through form submission.
Relationship Funnel
Relationship Funnel is a marketing approach prioritizing long-term customer relationships over immediate transactions. Relationship funnels nurture trust before selling.
Remarketing/Retargeting
Remarketing/Retargeting is the practice of showing advertisements to people who previously visited a website or engaged with content. These campaigns target known audiences.
Repeat Buyer
Repeat Buyer is a customer who makes multiple purchases over time. Repeat buyers demonstrate satisfaction and represent higher lifetime value.
Reply Rate
Reply Rate is the percentage of email recipients who respond to messages. Reply rates indicate engagement quality and message relevance.
Repurposing
Repurposing is the practice of adapting content from one format into multiple formats. Repurposing maximizes content value across channels.
Response Rate
Response Rate is the percentage of recipients who take desired actions after receiving marketing communications.
Retention
Retention is the ability to keep customers engaged and purchasing over time. Retention metrics indicate product value and customer satisfaction.
Revenue
Revenue is the total income generated from sales transactions. Revenue represents top-line business income before expense deductions.
Revenue Model
Revenue Model is the strategy defining how a business generates income. Subscription, one-time purchase, and advertising represent different revenue models.
Revenue Per Click (RPC)
Revenue Per Click (RPC) is the average revenue generated per click through a marketing funnel. This metric is calculated by dividing total revenue by total clicks received.
Reverse Squeeze Page
Reverse Squeeze Page is a squeeze page format presenting valuable content before requesting email addresses rather than gating content entirely.
Risk Reversal
Risk Reversal is the strategy of shifting purchase risk from buyer to seller through guarantees, policies, or structural offer elements. Risk reversal reduces buyer hesitation.
ROAS (Return on Ad Spend)
ROAS (Return on Ad Spend) is the revenue generated for each dollar spent on advertising. This ratio measures advertising efficiency and campaign profitability.
ROI (Return on Investment)
ROI (Return on Investment) is net profit relative to total investment made, expressed as a percentage. ROI encompasses all costs including advertising, tools, labor, and operational expenses.
S
Sales Cycle
Sales Cycle is the complete duration from first prospect contact through purchase completion. Sales cycle length varies by price point and complexity.
Sales Funnel Software
Sales Funnel Software is technology platforms enabling construction and management of marketing funnels including page builders, email automation, and checkout systems.
Sales Letter
Sales Letter is long-form persuasive copy designed to sell products without human interaction. Sales letters present comprehensive arguments for purchase through written format.
Sales Letter Funnel
Sales letter funnel is a multi-step marketing sequence that uses persuasive long-form copy to guide prospects through a buying journey, typically starting with a compelling sales letter on a landing page, followed by strategic follow-ups (emails, retargeting) to nurture leads and drive conversions.
Sales Page
Sales Page is a dedicated webpage designed to sell a specific product or service. Sales pages present complete information prospects need to make purchasing decisions.
Sales Pipeline
Sales Pipeline is the organized stages prospects move through during the sales process. Pipeline visualization tracks opportunity progression and forecasts revenue.
Scale
Scale is the process of increasing funnel volume and revenue through additional traffic, expanded targeting, or increased spending. Scaling amplifies proven systems.
Scarcity
Scarcity is a persuasion principle using limited availability to create purchase urgency. Scarcity restricts access through quantity limits, time constraints, or exclusive conditions.
Seed Launch
Seed Launch is an initial product launch to a small audience for feedback, testimonials, and proof of concept before broader promotion.
Segment
Segment is a defined subset of an email list or audience sharing common characteristics. Segments receive targeted messaging matching their attributes.
Segmentation
Segmentation is the practice of dividing email lists and audiences into groups based on shared characteristics, behaviors, or preferences. Segmentation enables targeted communication.
Self-Liquidating Offer (SLO)
Self-Liquidating Offer (SLO) is a low-priced frontend offer generating enough revenue to cover customer acquisition advertising costs. The sale pays for the lead generation.
Send Time
Send Time is the specific time automated or broadcast emails are delivered to subscribers. Send time optimization improves open rates.
Sequence
Sequence is an ordered series of messages or content delivered according to predetermined timing or trigger rules.
Session
Session is a single visit to a website encompassing all pages viewed and actions taken before departure. Sessions measure engagement depth.
Short-Form Sales Page
Short-Form Sales Page is a sales page with minimal copy, typically under 1,000 words, presenting offers concisely. Short-form pages suit low-ticket or aware audiences.
Sidebar Opt-in
Sidebar Opt-in is an email capture form positioned in website sidebar areas. Sidebar opt-ins collect subscribers throughout site navigation.
Single Opt-in
Single Opt-in is an email subscription process adding subscribers immediately upon form submission without confirmation email requirement.
Siphon Funnel
Siphon Funnel is a funnel design capturing competitors’ audiences through comparison content, alternative positioning, or targeted advertising.
Slack
Slack is lost revenue opportunities from funnel inefficiencies, unconverted leads, or missed follow-up. Reducing slack improves overall performance.
Slider
Slider is a website element displaying rotating content or images within a defined area. Sliders can showcase testimonials, offers, or features.
SMS Funnel
SMS Funnel is a marketing funnel using text messaging as a primary communication channel for delivery, nurturing, and sales.
Sniper Link
Sniper Link is a deep link directing visitors to specific pages or actions rather than general homepages. Sniper links improve targeting precision.
Social Proof
Social Proof is evidence demonstrating that others have purchased and benefited from products or services. Social proof shows that trusted peers have made similar decisions.
Soft Bounce
Soft Bounce is a temporary email delivery failure caused by issues such as full inboxes or server problems. Soft bounces may succeed on retry.
Soft Offer
Soft Offer is a low-commitment request such as content consumption or registration rather than direct purchase. Soft offers warm prospects for harder offers.
Solution Aware
Solution Aware is a market awareness stage where prospects know solutions exist for their problems but do not yet know specific products.
Source
Source is the origin of website traffic or leads. Source tracking identifies which channels generate visitors and conversions.
Spam
Spam is unsolicited or unwanted email messages. Spam filtering affects deliverability and sender reputation.
Split Test
Split Test is a test comparing two or more variations of a marketing element to identify superior performance. Split testing drives optimization.
Squeeze Page
Squeeze Page is a minimalist landing page designed solely to capture email addresses. This focused format eliminates all elements not directly supporting opt-in conversion.
Staging
Staging is a development environment for testing funnel changes before publishing to live production systems.
Stealth Offer
Stealth Offer is a product offer not publicly promoted, available only to specific segments or through specific access paths.
Stick Rate
Stick Rate is the percentage of subscribers remaining active after a specified time period. This retention metric indicates customer satisfaction and ongoing value perception.
Story Funnel
Story Funnel is a marketing funnel using narrative storytelling as the primary persuasion mechanism throughout the customer journey.
Strategy Session
Strategy Session is a sales call format positioned as strategic consultation where prospects receive valuable guidance while being presented offers.
Subject Line
Subject Line is the headline of an email message visible in recipient inboxes. Subject lines determine whether emails get opened.
Subheadline
Subheadline is supporting text positioned beneath the main headline. Subheadlines expand on headline promises, add specificity, or provide additional context.
Subscriber
Subscriber is an individual who has opted into an email list. Subscribers represent contactable leads within owned media.
Subscription Funnel
Subscription Funnel is a marketing funnel designed to sell recurring membership or subscription products. These funnels prioritize ongoing retention alongside initial acquisition.
Summit Funnel
Summit Funnel is a marketing funnel built around virtual summit events featuring multiple speakers and sessions to build audiences and sell offers.
Survey Funnel
Survey Funnel is a marketing funnel using surveys to segment visitors, personalize experiences, and present relevant offers based on responses.
Swipe File
Swipe File is a collection of proven marketing materials including headlines, emails, and ads used as reference and inspiration for new campaigns.
T
Tag
Tag is a label applied to contacts within email marketing or CRM software for organization and segmentation purposes. Tags categorize contacts based on behaviors, characteristics, or status.
Target Audience
Target Audience is the specific group of people a marketing campaign intends to reach based on defined demographic, psychographic, or behavioral characteristics.
Target Market
Target Market is the broader market segment a business serves. Target markets encompass multiple audience segments and buyer personas.
Template
Template is a pre-designed framework for creating marketing assets including landing pages, emails, and funnels. Templates accelerate production.
Test
Test is an experiment comparing variables to determine optimal performance. Testing drives data-driven optimization decisions.
Testimonial
Testimonial is customer feedback demonstrating product results and satisfaction. Testimonials provide third-party validation of marketing claims through actual user experiences.
Thank You Page
Thank You Page is the webpage displayed immediately after opt-in or purchase completion. This confirmation page acknowledges the completed action and presents next steps.
Threshold
Threshold is a minimum value or action level required to trigger specific events, rewards, or qualifications within marketing systems.
Ticket
Ticket is a unit of access or purchase, particularly for events or support systems. Ticket value classifies offerings as low, mid, or high-ticket.
TikTok Funnel
TikTok Funnel is a marketing funnel using TikTok as the primary platform for traffic generation through organic content or paid advertising.
Time Delay
Time Delay is a pause inserted between automated actions in marketing sequences. Time delays space communications appropriately.
Time-Limited Offer
Time-Limited Offer is an offer available only during a specified period. Time limitations create urgency through deadline pressure.
Time on Page
Time on Page is the duration visitors spend viewing a specific webpage. Time on page indicates content engagement and interest.
TOFU/MOFU/BOFU
TOFU/MOFU/BOFU is acronyms representing Top, Middle, and Bottom of Funnel stages. These designations describe buyer awareness levels and corresponding content requirements at each phase.
Top of Funnel (TOFU)
Top of Funnel (TOFU) is the initial stage of a marketing funnel focused on awareness and lead generation. TOFU activities attract new prospects.
Tracking
Tracking is the measurement and recording of visitor actions, conversions, and source attribution throughout marketing funnels.
Traffic
Traffic is the flow of visitors entering a marketing funnel from various sources. Traffic represents the raw audience volume available for conversion.
Traffic Conversion Rate
Traffic Conversion Rate is the percentage of visitors who convert to leads or customers. This metric measures funnel efficiency at converting traffic.
Traffic Source
Traffic Source is the origin channel from which visitors arrive including paid advertising, organic search, social media, or direct navigation.
Transaction Email
Transaction Email is automated emails triggered by specific actions including purchase confirmations, shipping notifications, and password resets.
Transition
Transition is the movement of prospects from one funnel stage to another. Smooth transitions maintain momentum toward conversion.
Trigger
Trigger is an action or condition that initiates automated sequences, emails, or other marketing responses.
Tripwire
Tripwire is a low-priced product designed to convert leads into paying customers. This initial transaction establishes buyer status and payment relationship.
Trust Badge
Trust Badge is visual symbols displayed to increase website credibility and reduce purchase anxiety. These graphics communicate security, legitimacy, and reliability.
Trust Element
Trust Element is components of marketing materials designed to build credibility including testimonials, credentials, guarantees, and security indicators.
Trust Factor
Trust Factor is the degree of confidence prospects have in a brand, offer, or transaction. Higher trust factors improve conversion rates.
Two-Step Checkout
Two-Step Checkout is a purchase process divided into two stages, typically collecting shipping information before payment details.
Two-Step Opt-in
Two-Step Opt-in is an opt-in process requiring two actions: clicking a button followed by entering email information. This can increase perceived commitment.
U
Unconditional Guarantee
Unconditional Guarantee is a refund promise without restrictions, requirements, or conditions. Unconditional guarantees provide maximum risk reversal.
Underpricing
Underpricing is setting prices below market value or cost to acquire customers or market share. Underpricing sacrifices short-term margin for strategic advantage.
Unique Click
Unique Click is a single click from one visitor regardless of how many times they click the same link. Unique clicks measure individual engagement.
Unique Mechanism
Unique Mechanism is the proprietary method, system, or approach differentiating a product from competitors. Unique mechanisms answer why this solution works differently.
Unique Selling Proposition (USP)
Unique Selling Proposition (USP) is the specific factor differentiating an offer from all alternatives in the marketplace. The USP articulates why prospects should choose one option over competing solutions.
Unique Visitor
Unique Visitor is a single individual visiting a website regardless of how many sessions or page views they generate. Unique visitors measure audience reach.
Universal Pixel
Universal Pixel is a single tracking code capable of monitoring multiple conversion events across a website. Universal pixels simplify implementation.
Unsubscribe Rate
Unsubscribe Rate is the percentage of email recipients opting out of a mailing list after receiving a message. This metric indicates content relevance and list health.
Upgrade
Upgrade is moving a customer to a higher-tier product, service level, or subscription plan. Upgrades increase customer value.
Upsell
Upsell is a higher-priced offer presented immediately after initial purchase. Upsells present premium alternatives or enhanced versions to existing buyers.
Urgency
Urgency is time-based pressure motivating immediate action rather than delayed decision. Urgency creates deadlines that penalize procrastination through lost opportunity.
User Experience (UX)
User Experience (UX) is the overall experience visitors have when interacting with websites, funnels, and digital products. UX quality affects engagement and conversion.
User Generated Content (UGC)
User Generated Content (UGC) is content created by customers including reviews, testimonials, photos, and social posts. UGC provides authentic social proof.
User Interface (UI)
User Interface (UI) is the visual design elements through which users interact with digital products. UI quality affects usability and perception.
V
Validation
Validation is confirmation that a marketing approach, offer, or funnel performs effectively. Validation precedes scaling investments.
Value Ladder
Value Ladder is a strategic series of offers at progressively increasing price points. Each rung builds trust and delivers results enabling presentation of the next level.
Value Proposition
Value Proposition is the primary benefit or unique value a product or service provides to customers. Value propositions answer why should I buy.
Variable
Variable is an element within a test that changes between versions. Testing isolates variables to determine performance impact.
Variant
Variant is a specific version of a marketing element being tested against alternatives. A/B tests compare variant performance.
Velocity
Velocity is the speed at which prospects move through funnel stages or at which metrics change over time.
Verification
Verification is confirmation processes ensuring data accuracy, identity authentication, or action completion.
Verification Email
Verification Email is an automated message requesting subscribers confirm email addresses before list addition. Double opt-in processes use verification emails.
Version
Version is an iteration of a marketing asset reflecting specific changes or updates. Version tracking monitors evolution and performance.
Video Ad
Video Ad is an advertisement format using video content as the primary creative element. Video ads appear across social platforms and video networks.
Video Funnel
Video Funnel is a marketing funnel using video content as the primary medium throughout the customer journey.
Video Sales Letter (VSL)
Video Sales Letter (VSL) is a sales page delivered through video format rather than written text. VSLs present complete sales arguments through audiovisual presentation.
Viewability
Viewability is the measurement of whether advertisements actually appeared on screen for users. Viewability affects true impression value.
Viral Loop
Viral Loop is a growth mechanism where existing customers bring in new customers through sharing, referrals, or social transmission. Viral loops create self-perpetuating audience growth.
Visitor
Visitor is an individual who accesses a website or landing page. Visitors represent potential leads before conversion.
W
Waitlist Funnel
Waitlist Funnel is a marketing funnel collecting leads for products or services not yet available. Waitlists build anticipation and gauge demand.
Warm Lead
Warm Lead is a prospect who has engaged with marketing content demonstrating interest but has not yet expressed direct purchase intent.
Warm Traffic
Warm Traffic is website visitors who already have prior awareness of a brand through previous exposure and interactions. These audiences possess existing familiarity and potential trust.
Warming Sequence
Warming Sequence is an email series designed to build relationship and trust with cold leads before presenting sales offers.
Web Analytics
Web Analytics is tools and practices for measuring website traffic, visitor behavior, and conversion performance. Google Analytics represents common web analytics.
Webinar Funnel
Webinar Funnel is a marketing funnel built around a live or automated presentation. The webinar format combines education and selling within a structured event.
Webinar Registration Page
Webinar Registration Page is a landing page designed specifically to capture registrations for live or automated webinar presentations.
Website Funnel
Website Funnel is a marketing funnel integrated into or built upon an existing website rather than standalone landing pages.
Welcome Email
Welcome Email is the first email sent to new subscribers immediately after opt-in. Welcome emails set expectations and begin relationships.
Welcome Mat
Welcome Mat is a full-screen opt-in overlay displayed to new website visitors before revealing content. Welcome mats maximize opt-in visibility.
Welcome Sequence
Welcome Sequence is the initial email series delivered to new subscribers. Welcome sequences orient, educate, and begin the nurturing process.
Whitepaper
Whitepaper is a detailed report or guide providing in-depth information on specific topics. Whitepapers function as lead magnets in B2B marketing.
Widget
Widget is a small application element embedded in websites providing specific functionality such as opt-in forms, chat features, or countdown timers.
Win-Back Campaign
Win-Back Campaign is email or advertising sequences designed to re-engage inactive customers or subscribers. These campaigns target lapsed contacts who previously demonstrated interest.
Winner
Winner is the superior-performing variant in a split test. Winners replace controls for future campaigns.
Workflow
Workflow is an automated series of actions triggered by specific conditions. Workflows handle complex multi-step processes automatically.
X
X-Date
X-Date is the specific expiration date when offers, bonuses, or access periods terminate. Clear X-dates create tangible urgency deadlines.
X-Factor
X-Factor is a unique competitive advantage that competitors cannot easily replicate. The X-factor represents distinctive differentiation creating market separation.
XML Sitemap
XML Sitemap is a file listing website pages submitted to search engines for indexing. XML sitemaps improve organic search discovery.
Y
Year-Over-Year (YoY)
Year-Over-Year (YoY) is a comparative measurement analyzing performance metrics against the same period in the previous year. This comparison reveals growth trends and seasonal patterns in funnel performance.
Yes Ladder
Yes Ladder is a persuasion technique involving a sequence of small agreements leading prospects toward a major commitment. Each affirmative response creates psychological momentum making subsequent yeses more likely.
Yield
Yield is the total revenue or return generated from a marketing campaign, funnel, or traffic source over a specified period. Yield measures the productive output of marketing investments.
Yield Optimization
Yield Optimization is the process of maximizing revenue extraction from existing traffic without increasing visitor volume. This practice focuses on improving conversion rates and average order values.
Your Why
Your Why is the core purpose, belief, or mission behind a brand or business. This foundational narrative element connects emotionally with prospects and differentiates offerings beyond functional benefits.
YouTube Funnel
YouTube Funnel is a marketing funnel using YouTube as the primary traffic source. This funnel type leverages video content, YouTube ads, or channel growth to drive prospects into conversion sequences.
Z
Zero-Cost Acquisition
Zero-Cost Acquisition is customer acquisition achieved without direct advertising expenditure, typically through organic content, referrals, or viral mechanisms.
Zero-Party Data
Zero-Party Data is information customers intentionally and proactively share with businesses including preferences, interests, and purchase intentions.
Zero-Risk Offer
Zero-Risk Offer is an offer structure where buyers have nothing to lose by purchasing. Complete risk elimination removes all potential negative outcomes from the buyer’s decision.
Zone Pricing
Zone Pricing is a pricing strategy varying prices based on geographic regions or market segments.
