Learn the Landing Page Lingo


By: marketing

Have you ever been so frustrated reading something that is full of technical terminology that you just don’t understand? So frustrated you wanted to drop-kick your laptop out of the window? We feel your pain…

Andy (Blog Writer) kicking his laptop out of the window with frustration
Calm Down! We’ll teach you everything you need to know!

Hold on! Put that laptop down, breathe… we have a solution.

Marketing Executive Kiera and Co-founder Andy have teamed up to bring you a Landing Page Dictionary, so you can “Learn the Landing page Lingo“. Let’s get started.

A/B Testing

A form of CRO and the process of testing two variations of a specific element within a landing page. This form of testing would usually follow an initial split test, and considers testing elements such as the colours of a button (green vs blue), the effectiveness of a headline or any other single element test.


AIDA is an acronym for Attention, Desire, Interest, Action which is the preferred and prescribed user journey that a visitor will take when navigating a landing page. It helps to structure the sections in a logical order.


Average Order Value. The average value of an order over a specified amount of orders. Calculated by dividing the total order value by the amount of orders, i.e. £100,000 total sales over 100 orders = £1,000 AOV.

API Post

A form of technology that allows information and form fields to be sent from a landing page to a third party service (especially useful for lead generation projects)

Add to cart

The process of a visitor adding a product to their cart prior to checkout. A common metric utilised on e-commerce stores to measure the success of a landing page alongside the overallconversion rate.


A landing page that takes the form of an article (be it news, blog etc) that aims to educate the user on the benefits of service or product prior to encouraging the user to click through to a landing page (lead generation, sales page etc) See an example of an Advertorial page we have created below.

Amazon FBA

Fulfilment By Amazon. A service offered by Amazon where-by you send your products to them to store, process, pack and ship with payment required for the services used as and when an order is received.


The server side technology and platforms that sit behind the front end of a landing page. This can be a CRM, CMS or any form of technology that helps the page to function behind the scenes.


E-commerce solution for payment processing, order fulfilment and customer relationship management.


An online service that allows for testing of landing pages across multiple devices and browsers to ensure compatibility.


Content Management System. A tool that can be integrated into landing pages to allow for quick and easy management of content on the page directly (such as content and images). WordPress is one of the most popular.

Conversion Rate

The metric used to determine the effectiveness of a landing page towards a specified goal. Measured by dividing the amount of visitors by the amount of goal actions taken as a percentage.

i.e. 10 / 100 = 10%

CRO (Conversion Rate Optimisation)


Customer Relationship Management. A platform that allows a company to manage information and interactions with a (potential) customer.



Acronym for Conversion Rate. Also see Conversion Rate.

Call to action

Both a phrase intended to guide a user to take action i.e. ‘fill out the form below’ as well as an element that is utilised for the user to take action, such as a link or a button.


A section between store/product page and checkout on e-commerce platforms that allows a user to review a summary of what they’re about to order, including product(s), quantity etc.


The page within an e-commerce store or sales funnels where-by a user enters their shipping and billing details to register the transaction and conversion.

Confirmation page

The final step of a conversion, which is utilised to relay useful information to the end user such as a confirmation of purchase, reiterating order details or confirming the following steps after a conversion.

Critical elements

Cross browser compatibility


Used to encourage a customer to spend more (and increase AOV) by purchasing a product that is similar to the one they’ve already purchased.


An internal term used to describe a new project within the sales cycle.


The target market and audience of a landing page, which can be broken down into sub sections such as age, gender, ethnicity, location, users of a specific product etc


Offering a lower price or deal if a user has rejected a previous offer. Often used in sales funnels following an upsell.


The process of selling a product for which you don’t own the inventory. Orders are received and processed by a third party.

Dynamic injection

Utilising code to place dynamic text or images within your page based on variables within the URL. Especially useful when calling out information from a previous step.


Estimated Time of Arrival. A timeframe on which a deliverable is expected, such as handing over an initial design concept ‘by end of play Monday’

Field type(s)

Field verification

Ensuring data entered into a field is both real and correct, for example that an email address exists (and won’t bounce) or that a phone number is live and connects.

Five second test

A test which allows you to present your landing page to captive users for five seconds before asking a series of questions such as what they remember, what they believe your offering to be etc.

Form validation

The process of ensuring data entered into a form is of the correct format, such as a valid postcode, phone number or credit card number. Different to field ‘verification’ as it doesn’t check the data is actually real, merely that it’s in the format expected as defined by validation rules.




An area or location, i.e. geo = United States, or California. Often used by clients when briefing about the location of their core clients.



A method of posting form information into an API or ‘backend’.

Hero section

The initial section of a landing page that uses critical elements to capture a visitors attention and pull them into the journey.


JavaScript/ JS


Konnektive CRM

A CRM typically used within sales funnels to process payments, capture orders and fulfill them. Integrated via an API.



In a sales context, a lead refers to contact with a potential customer, also known as a “prospect”.

For some companies, a “lead” is a contact already determined to be a prospective customer, whereas other companies consider a “lead” to be any sales contact. But what remains the same across definitions is that a lead will potentially become a future client. Sales teams therefore have a responsibility to convert a maximum amount of leads to maintain a good conversion rate.

Liquid code

A coding framework/templating engine based on PHP that is used to rapidly develop landing pages. Shopify is a popular platform that adopts the liquid code framework.

Load speed optimisation

Load speed can be tested on GTMetrix or tools.pingdom.com


An e-commerce platform and CMS used to develop stores / landing pages.


A form of landing page that breaks down questions or form steps into multiple, smaller steps including around 1-3 questions. Useful when designing landing pages with large sets of complicated questions

Multivariate testing

A form of CRO an the process of testing the effectiveness of multiple elements on a landing page in a single test. An example of this would be defining 3 specific changes

One click upsell

A page that follows the checkout on a sales funnel and allows the client to increase AOV by presenting the customer with a limited time offering of a related product. The page will offer a simple ‘yes’ or ‘no’ selection that utilises the payment details already provided to charge the customer should they take the upsell, providing a seamless checkout experience.


A dynamic coding language used to develop landing pages. PHP is more advanced than HTML and can perform a wider array of functions which makes it a popular language to use.


A piece of code that allows for tracking of user behaviour within multiple platforms. A pixel can be used to track views, clicks, add to carts, checkouts, conversions and much more. The most common pixel is the Facebook Pixel (to determine which ads are providing visitors that convert).


A dynamic effect that causes the background of a section of page to be fixed as you scroll creating an effect of the next section overlaying it.

Payment processor

The service or platform that is utilised to process payments through a landing page. This can be directly tied into the landing page via an integration, or can be utilised via a CRM which is subsequently integrated into the landing page. Payment processors include PayPal, Stripe, WorldPay etc.

Payment seals

Payment provider icons that can be leveraged on sales and e-commerce pages to show which payments are accepted thus improving trust and familiarity.


A form of landing page that sits at the start of a funnel and warms the user up to the specific product or offering. Usually in the form of a blog post or article, it can take a first or third person perspective of a product or offering with the main goal of the page being a click through to the main landing page for which the user can take the specified action (lead, sale).


The offering that is presented to the consumer, including either the problem or the benefit as well as the solution and any potential action phrases. For example:

‘Skyrocket your sales and conversions with our high converting landing pages’

Query string

The section of a URL that follows the final /. The query string is often used to send specific parameters to a landing page for tracking or customisation purposes, which can be leveraged in many ways including within tracking pixels or directly in form posting. For example, the bold area below is the query string:


With this information, any visits to the website could be tracked to see that they came from the ‘traininglibrary’ and more specifically, the ‘glossary’. This helps to determine effectiveness of specific campaigns.

Query strings can also be used to customise a page by ‘calling out’ information that is sent in. For example, ?location=Bristol in the query string could be utilised in the proposition to say:

[location] residents are saving thousands on life insurance = Bristol residents are saving thousands on life insurance


Acronym for ‘Return on ad spend’. Used by many direct response marketers to determine the effectiveness and success of a campaign. The higher the return on ad spend, the more profitable a campaign can be considered.

Responsive optimisation

The process of ensuring a landing page is optimised for display and functionality on different device resolutions. This doesn’t just mean taking all of the elements from a desktop page and ‘stacking’ them to fit on smaller resolutions, but also ensuring that any potentially unrequired elements are removed from the flow.

Sales funnel

A type of project/landing page that involves the design and development of the full user journey, from landing page, into the checkout, any upsells and then the confirmation page. Unlike sales pages which only focus on the landing page only, a sales funnel handles the full process from start to finish. These are often coded frontend and then integrated into a backend CRM or platform such as Konnektive CRM, Sticky.io, WooCommerce etc.

Sales page

A landing page specifically optimised for the start of a sales funnel. When designing a developing a sales page, all the standard crucial elements are factored in, however only the initial page is taken into the account, with the rest of the ‘funnel’ or process being handled by an existing backend. Often used by e-commerce store owners as a targeted and specific marketing page for a singular product from a larger e-commerce store. The sales page would be integrated into the existing store checkout.


An e-commerce platform that allows users to collect orders, manage orders, process payments and fulfill orders.


Collaboration and communication tool utilised to make calls, send instant messages and communicate with internal contractors such as designers and developers.


Collaboration and communication tool utilised by the internal team to discuss day to day business activities.

Social proof

Specific elements on a landing page such as testimonials, reviews and ratings that aim to help encourage a user to take action. It’s imperative to utilise social proof on every landing page.

Split testing

A form of CRO and the process of splitting traffic sent to a landing page directly between 2 or more different examples. This is usually the first test that takes place to determine a baseline for further optimisation. i.e. Landing page A vs Landing page B to determine which page converts highest and can therefore be worked on further with A/B testing or Multivariate testing.


Formerly Limelight CRM, Sticky.io is a CRM typically used within sales funnels to process payments, capture orders and fulfill them. Integrated via an API.


A form of social proof where-by a quote and accompanying name and/or avatar are included to show the satisfaction of the product or service being presented.


Visits/visitors to a landing page. I.e. we’ll be sending lots of traffic from the U.S. to this landing page = we’ll be sending lots of visitors from the U.S. to this landing page.

Traffic leaks

Trust seals

URL parameters

Often referred to as the query string, URL parameters follow the preceding / on a URL and can be utilised to track visitors or make landing pages dynamic. The section highlighted below consists of 2 URL parameters that can be leveraged:



Validated code

Code that is checked against the W3C validator to ensure it’s free of errors that may cause conflict.


An API URL that is used to capture data from a given source. Often used for lead generation pages to send data to (post data to a webhook), at which point the webhook captures the data and can carry out any tasks it is required to do.


A WordPress plugin that provides e-commerce functionality such as fulfilment, payment processing and order management.


A CMS (Content Management System) that is used to manage websites and landing pages, with user friendly editing of page content, layouts, images etc. This integrates directly with WooCommerce to also provide e-commerce capabilities.

Thank you for reading, we hope you have enjoyed reading and learning some landing page lingo ????

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