CRO and website glossary

C

• Call to action (CTA)

  A call to action (CTA) is a prompt that tells a website visitor what to do next, such as "Book a free consultation", "Get a quote" or "Call us now". It is usually a button or link,…

• Cognitive load

  Cognitive load is the amount of mental effort a person needs to understand something and decide what to do. On a website, it is how hard a visitor has to think to work out what you…

L

• Landing page

  A landing page is a web page built around one goal, such as getting visitors to book a call, request a quote or claim an offer. Visitors usually "land" on it from an ad, an email, …

• Lead magnet

  A lead magnet is something genuinely useful that you offer for free in exchange for a visitor's contact details. Examples include a checklist, price guide, template, assessment or …

S

• Social proof

  Social proof is evidence that other people already trust, use or recommend you, such as reviews, star ratings, testimonials, case studies and client logos. People look to others wh…

V

• Value proposition

  A value proposition is a short, clear statement of what you offer, who it is for and why someone should choose you over the alternatives. On a website, it is usually the headline a…