Sales Funnel

A lead or prospect is a person or company that has expressed an active interest in your business’s services or products by voluntarily providing their basic contact information—such as their name and email address—through a registration form.

CPC is a metric and billing model for online advertising campaigns in which advertisers pay a set fee to the search engine or digital platform only when a user physically clicks on the ad.

CTR, or click-through rate, is the percentage ratio of the number of clicks on a link or ad to the total number of times it has been viewed by users (impressions), and serves as a direct indicator of the ad's relevance.

A landing page is a web page designed with a strictly commercial focus, free of standard navigation menus to avoid distractions, whose sole purpose is to encourage visitors to take a specific action, such as filling out a form or purchasing a product.

The conversion rate is the metric that expresses, as a percentage, the number of users who complete a business action as expected relative to the total number of visits received, thereby evaluating the success of the interface.

A call to action is a visual or textual element on a website, in an email, or in an advertisement—usually in the form of a button with short, direct text (such as “Sign Up Now” or “Buy”)—designed using persuasive techniques to encourage a quick response.

Copywriting is the technique and art of writing persuasive texts for commercial and advertising purposes for websites, landing pages, emails, and ads, structuring the words to address the customer’s problems and motivate them to make a purchase.

Return on investment is a financial metric that calculates the economic benefit obtained in relation to the capital invested in a marketing campaign or technology acquisition by dividing the net profit by the total investment made.