# Sales funnel glossary Source: https://sofunnels.com/guide/sales-funnel-glossary Last updated: 2026-10-05 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](https://sofunnels.com/guide/checkout-setup#order-bumps). - **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](https://sofunnels.com/guide/one-click-upsells). - **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](https://sofunnels.com/guide/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](https://sofunnels.com/guide/zapier-make-webhooks). ## 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. ## Related guides - [What is soFunnels?](https://sofunnels.com/guide/what-is-sofunnels.md): soFunnels is a sales funnel builder with pages, Stripe checkout, one-click upsells, follow-up emails and analytics in one place, and a 0% platform fee. - [Set up your checkout: prices, order bumps, coupons and payment plans](https://sofunnels.com/guide/checkout-setup.md): Set your product and price, add order bumps and coupon codes, sell subscriptions, payment plans and free trials, and choose what buyers see after paying. - [Add one-click upsells and downsells](https://sofunnels.com/guide/one-click-upsells.md): Add a one-click upsell after checkout so buyers accept an upgrade without typing their card again, and route people who decline to a downsell. --- Part of the [soFunnels user guide](https://sofunnels.com/guide.md). The whole guide in one file: https://sofunnels.com/llms-full.txt