Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Call to action (CTA)
A call to action (CTA) is the prompt that guides a user toward the next step in their buyer journey. They're essential conversion triggers.
Conversion
Conversion refers to any measurable action that moves a prospect further through the buyer journey. This could be downloading content or scheduling a...
Conversion map
A conversion map visually represents the user journey across a website or campaign, showing how visitors move from initial engagement to final...
Conversion rate
Conversion rate measures the percentage of users who complete a desired action. It’s a primary KPI across all marketing channels.
Conversion rate optimisation (CRO)
Conversion rate optimisation (CRO) is the process of improving performance by increasing the proportion of visitors who take a desired action.
Conversion tracking
Conversion tracking is the process of monitoring and analysing when users complete a desired action, such as filling out a form or downloading...
Form friction
Form friction refers to the resistance users feel when completing an online form. It often occurs when forms are too long, ask for unnecessary...
Landing page
A landing page is a standalone web page created to convert visitors into leads, focusing on a single offer to eliminate distractions on broader site...
Lead capture form
A lead capture form is used to collect essential information from prospects in exchange for access to event registrations or other high-value assets.
Micro-conversion
A micro-conversion is a smaller action that moves a prospect closer to a primary goal, such as filling out a form, requesting a demo, or making a...
Multivariate testing
Multivariate testing compares multiple variables, like headline, image, and CTA combinations, to identify which mix performs best.
Progressive profiling
Progressive profiling collects user information gradually over time instead of asking for all details up front.
Thank-you page
A thank-you page is displayed after a user completes a desired action, such as downloading content, submitting a form, or registering for an event.