Landing pages are one of the most effective methods to generate leads for your business. Optimize your landing page, promote it with online advertising and retarget any lost leads - that’s the way to increase leads and generate more income in online marketing. A landing page is hosted directly on your website, so you can both develop interest in your company and get those essential initial conversions. Before you jump feet first into developing your website lead generation campaigns, let’s take a look at 30 landing page terms you need to know.

1. Landing Pages
Wishpond
Dictionary
30 Terms

3. Landing Page
In marketing terms, a landing page is a page
on your site specifically designed for one
purpose.
That one purpose is usually to generate
leads or to start a sales conversion
process.
wishpond

4. A/B Testing
Is a method of controlled online
marketing experiments. You have a control
(‘A’) and a variable (‘B’).
You test variables to optimize your
landing page and get the best results.
wishpond

5. Above the Fold
An important term in online marketing.
Above the fold means anything your visitor
sees without having to scroll down.
When you are making a landing page, it’s
important to know that most visitors don’t
scroll, so you need to keep your marketing
features ‘above the fold’.
wishpond

6. Control Page
In A/B testing, this is your initial page
you want to improve.
wishpond

7. Conversion
A conversion is when a visitor acts on
your ask, and becomes a lead or sale.
wishpond

8. Conversion Rate
The percentage of visitors who convert on
your page.
wishpond

9. CTA
A Call-to-Action is the ask you have for
your visitors. It is usually your short,
action oriented phrase like “Get yours
today” or “Try it out - it’s free”.
You can make a CTA button to create an
obvious visual for your ask. It should be
what a visitors eye is drawn to
immediately after landing on your page.
wishpond

10. Cumulative
Optimization Gain
This is the optimized result of a series
of A/B tests to gain higher conversions.
wishpond

11. Domain Name
Your website is hosted on a domain name,
or in simple terms, your web address.
For example, Wishpond’s domain name is:
corp.wishpond.com
wishpond

12. Email Automation
Also known as Marketing Automation or a
Lead Nurturing Campaign - it is a series
of emails that can be triggered when a
person completes the forms on your
landing page.
wishpond

13. Email-Gated
This means a person must give their email
in order to receive your content or
offer.
wishpond

14. Friction
These are the elements on your page that
are preventing a viewer from converting
to a lead.
For example, you might have too many
CTAs, or not enough value propositions.
wishpond

15. Form Fields
These are the input fields you want your
potential customer to fill out.
When you are generating leads from your
landing page, this includes an email
field.
There is a fine balance in how many form fields you
put on a landing page - you don’t want to ask for so
much it discourages a sign up, but you want enough
information to send out targeted follow up emails.
wishpond

16. KPI
Key Performance Indicators are the
specific metrics you use to track and
measure your campaign objectives.
For example: number of leads, number of
visitors to site, pages visited, etc.
wishpond

17. Landing Page
Template
A pre-designed landing page that you can
use or customize for your business needs.
For example, Wishpond has a variety of
email-gated landing page templates.
wishpond

18. Layout
The design of your landing page.
wishpond

19. Lead
A lead is contact for a potential customer.
A lead can be qualified (highly interested
prospects), warm (prospects who know about
you, and are getting interested) and cold
(someone who likely doesn’t know you - think
‘cold calling’).
wishpond

20. Lead Generation
Lead generation is how you get your leads.
In online marketing, landing pages are a
great lead generation method to get warm and
qualified leads.
wishpond

21. List of Benefits
This is a list to convince your visitor that
your business, offer, product or service is
something so valuable that they simply
cannot pass it up.
wishpond

22. Mandatory Fields
The forms that you require your potential
lead to give you.
For email lead generation, you need the
email field to be mandatory, and should
require at least a first name.
wishpond

23. Mobile
Optimization
A landing page that is optimized to be seen
on any device including phones and tablets.
wishpond

24. Responsive Design
Most mobile optimized landing pages (such as
Wishpond’s landing page templates) have a
responsive design to adjust to the size of
the screen on which it is viewed.
wishpond

25. ROI
Return on Investment measures how much money
you get from your marketing efforts.
To calculate it, take your revenue minus the
cost of goods sold divided by the cost of
goods sold.
wishpond

26. Sales Funnel
Your sales funnel is made up of the stages
involved in getting a sale for your business
product or service.
wishpond

27. Social Endorsement
Also known as social proof or even influence
marketing - it shows proof that other
customers, influencers or friends like your
product, service, page or business.
wishpond

28. URL
Your URL is your web address for any pages
on your website. In other words, when you
make a landing page on your site, your URL
will be unique to that page.
For example, the landing page templates on
Wishpond’s site are at: corp.wishpond.
com/landing-page-builder
wishpond

29. USP
Your unique selling point is, essentially,
what sets your business apart, and what
makes you the one your prospect will choose.
It’s also known as your competitive
advantage.
wishpond

30. Value Exchange
This is the offer you give in order to get
the contact information from your page
visitors.
You need your offer to be valuable enough to
motivate the action.
wishpond

31. Value Proposition
Your value proposition is like your USP,
but it is specifically about your landing
page offer or campaign. It’s the primary
reasons why a viewer would choose to
convert.
It answers the potential customer’s
question: “What’s in it for me?”.
wishpond

32. Variations
In A/B testing, these are the changes you
make on your page to test and optimize it.
wishpond

33. Get your FREE eBook!
The Complete Guide to Landing Pages

34. Thanks for viewing!
Want more online
marketing tips?
Check out our blog:
blog.wishpond.com