Glossary
25 definitions for the terms that come up when you build, launch, and optimize landing pages. Real examples, 2026 benchmarks, and honest opinions on what actually matters.
The button, link, or prompt that tells a visitor what to do next — the single most measurable element on any landing page.
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The percentage of visitors who complete your desired action — buying, signing up, booking, etc.
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The amount you pay each time someone clicks your ad — the most common pricing model in paid search and social.
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Google's three performance metrics (LCP, CLS, INP) that directly influence search ranking.
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Visitors who've never heard of you before — typically from paid ads, Google, or social discovery.
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A payment model where the customer pays cash when the order is delivered — still dominant in MENA, Southeast Asia, Latin America.
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The first section a visitor sees when they arrive on a page — headline, subheadline, CTA, and usually an image or video.
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A repeatable pattern for writing conversion-focused headlines (problem + solution, how to + outcome, etc.).
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A visual overlay showing where visitors clicked, scrolled, or hovered on your page — making the invisible behavior visible.
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Visible signals (testimonials, logos, reviews, counts) that show other people use and endorse you.
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The work of making your web pages more likely to appear in search results for queries your audience types.
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What a person is actually trying to accomplish when they type a search query.
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Content created by your users or customers — reviews, photos, videos, social posts — that you repurpose in marketing.
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