Sales Funnels Glossary

Every field has its jargon. Here are the terms this course uses, explained the way you’d explain them to a friend — no dictionary voice, no assumed knowledge.

Funnel

The designed path a stranger walks to become a customer — typically attention, interest, desire, and action — with each step measured and improvable.

Lead magnet

A free resource valuable enough that a stranger trades their email address for it. The narrower and more specific, the better it converts.

Opt-in rate

The percentage of landing page visitors who give their email. Twenty emails from 100 visitors is a 20% opt-in rate.

Landing page

A standalone page with exactly one job — usually earning the email — and no navigation or distractions.

Welcome sequence

The series of emails a new subscriber receives in the first days after opting in, designed to build trust and make the first offer.

Customer acquisition cost (CAC)

Everything you spend to get one paying customer: ad spend divided by number of customers acquired.

Customer lifetime value (LTV)

The total revenue you expect from one customer over the whole relationship. The golden rule: CAC must stay comfortably below LTV.

Order bump

A low-priced add-on offered on the checkout page itself — one click, no extra form — that raises average order value.

Upsell

An offer made immediately after the purchase, while buying momentum is highest. Distinct from an order bump only in placement and price.

Risk reversal

A guarantee or promise that removes the buyer’s risk of saying yes — the stronger and more specific, the better it converts.

A/B test

Running two versions of one page or email against each other with traffic split between them, so you learn which converts better instead of guessing.

Conversion rate

The percentage of people who take the desired action at a given step — visitors to leads, leads to buyers, and so on.

Tripwire

A low-priced introductory offer (often $7–$47) whose real job is converting a subscriber into a buyer, making the second purchase far easier.

Abandonment

When someone starts a step — a form, a checkout — and leaves before finishing. High abandonment at one step pinpoints exactly what to fix.