The landing page & CRO glossary

A

• A/B testing

  Showing two versions of a page to randomly split traffic at the same time and measuring which one converts better.

• Above the fold

  The part of a web page visitors see before they scroll. It decides whether they understand the offer and keep reading.

B

• Bounce rate

  In GA4, the percentage of sessions that were not engaged. It is the inverse of engagement rate.

C

• Call-to-action

  The button or link that asks a visitor to take the next step, such as booking a call, starting a trial or buying.

• Click-through rate

  The percentage of people who click a link, ad, search result or button after seeing it: clicks divided by impressions.

• Conversion rate

  The percentage of visitors or sessions that complete a goal, such as a purchase, sign-up or form submission.

• Conversion rate optimization

  The practice of improving a page or funnel so a larger share of visitors take the action you want, using evidence rather than guesswork.

• Core Web Vitals

  Google's three user-experience metrics for loading (LCP), responsiveness (INP) and visual stability (CLS), measured on real visits.

• Cumulative Layout Shift

  A Core Web Vital that measures how much visible content unexpectedly moves while a page is in use. Good is 0.1 or less.

E

• Exit-intent popup

  A popup that appears when a visitor seems about to leave a page, offering a reason to stay or leave contact details.

F

• Form friction

  Anything in a form that makes it harder or less appealing to complete, such as too many fields, unclear labels or a vague submit button.

H

• Heatmap

  A visual overlay that shows where visitors click, move or how far they scroll on a page, with warmer colours for more activity.

• Hero section

  The top section of a page, usually with the main headline, a supporting line, a visual and the primary call-to-action.

I

• Interaction to Next Paint

  A Core Web Vital that measures how quickly a page responds visually to clicks, taps and key presses. Good is 200 ms or less.

L

• Landing page

  A standalone page built for one campaign or offer, with a single goal such as getting leads, bookings or sales.

• Largest Contentful Paint

  A Core Web Vital that measures when the largest image or text block in the viewport appears. Good is 2.5 seconds or less.

• Lead magnet

  A free, useful resource offered in exchange for contact details, such as a guide, checklist, template, quote or audit.

M

• Microcopy

  The small pieces of text on a page, such as button labels, form hints, error messages and reassurance lines, that guide visitors to act.

R

• Risk reversal

  Moving the risk of a purchase from the buyer to the seller with guarantees, free trials, refunds or no-commitment terms.

S

• Sales funnel

  The series of steps a person takes from first discovering you to becoming a customer, with fewer people at each stage.

• Social proof

  Evidence that other people use and value your offer, such as testimonials, reviews, client logos and case studies.

• Squeeze page

  A short landing page whose only job is to collect an email address, usually in exchange for a lead magnet.

• Statistical significance

  A test of whether a difference between variations is larger than random chance would usually produce, judged against a threshold set in advance.

T

• Trust signals

  Page elements that show a business is real, safe and accountable, such as contact details, HTTPS, reviews and guarantees.

U

• Unique selling proposition

  The specific reason a customer should choose you over the alternatives, stated in a way competitors cannot easily copy.

V

• Value proposition

  A clear statement of what you offer, who it is for and why it is worth choosing, usually expressed in the headline and subheadline.