Sales funnel glossary
Funnel builders have their own vocabulary. This glossary defines each term in a sentence or two, with how it works in soFunnels, so you can read any funnel guide or template with confidence.
Funnel pages
- Sales funnel
- A short series of pages that moves a visitor towards one goal, such as a sign-up or a purchase, one step at a time.
- Opt-in page
- A page whose only job is to collect an email address, usually in exchange for something free. Also called a squeeze page or landing page.
- Lead magnet
- The free thing offered on an opt-in page: a checklist, a guide, a video training, a template or a discount.
- Sales page
- A page that explains an offer in depth and ends with a button to buy.
- VSL (video sales letter)
- A sales page built around one video that presents the offer, often with the buy button revealed below it.
- Checkout page
- The page where the buyer enters payment details. In soFunnels the checkout sits on your own page, with cards, Apple Pay and Google Pay.
- Thank-you page
- The page shown after a sign-up or purchase. It confirms what happened and tells the person what to do next.
- Application page
- A form that qualifies people before they book a call, used for high-priced coaching and services.
- Webinar funnel
- A funnel that registers people for a live or recorded presentation and follows up with an offer or a call booking.
- Challenge funnel
- A funnel that signs people up for a free multi-day challenge, usually ending in an offer for a paid program.
Offers and pricing
- Order bump
- A small extra offer shown as a tick box on the checkout, such as a $17 workbook next to a $97 course. One tick adds it to the same payment. Add an order bump.
- One-click upsell
- An upgrade offered on the page right after a purchase. The buyer accepts with one button and is charged on the card they just used, with nothing to type again. Also called an OTO (one-time offer). Add an upsell.
- Downsell
- A smaller or cheaper alternative shown to buyers who decline an upsell, such as a lite version or a payment plan.
- Tripwire
- A low-priced first offer, often between $7 and $27, made right after an opt-in to turn a new lead into a customer.
- Payment plan
- A price split into a fixed number of instalments, such as three monthly payments of $37. It ends by itself after the last instalment.
- Subscription
- A price charged every month or every year until the customer cancels.
- Free trial
- A subscription that charges nothing today and starts charging after a set number of days.
- Coupon code
- A code typed at checkout for a percentage or a fixed amount off.
- Average order value (AOV)
- Total revenue divided by the number of orders. Order bumps and upsells raise it.
Traffic and measurement
- Lead
- Someone who gave you their contact details, usually an email address.
- Conversion rate
- The share of visitors who complete a step's goal. If 100 people see a checkout and 4 buy, its conversion rate is 4%.
- Drop-off
- The visitors who leave between one step and the next. The step with the biggest drop-off is usually the one to improve first.
- UTM parameters
- Labels added to a link, such as utm_source=facebook, that tell your analytics where a visitor came from.
- A/B test
- Sending part of your traffic to one version of a page and the rest to another, to see which converts better. In soFunnels this is the Traffic Split step.
- Conversions API (CAPI)
- Meta's way of receiving sign-ups and purchases from your server rather than only from the visitor's browser, so ad blockers do not hide them. Set up ad tracking.
- Pixel
- A small piece of code from an ad platform that records what visitors do on your pages, used to measure and target ads.
- Webhook
- An automatic message one app sends another when something happens, such as a new lead. Tools like Zapier and Make use them. Send data to other apps.
Frequently asked questions
What is the difference between an order bump and an upsell?
An order bump is a tick box on the checkout itself, added to the same payment. An upsell is a separate offer on the next page, after the payment, accepted with one click.
What is the difference between a landing page and a sales funnel?
A landing page is one page. A sales funnel is several pages in order, plus the checkout and the follow-up, built to move a visitor from first visit to purchase.
What does OTO mean?
OTO stands for one-time offer: an upgrade shown once, right after a purchase. In soFunnels it is the 1-Click Upsell step.
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