A glossary without the jargon

A sequence of pages a buyer goes through: landing page, order form, upsell, thank-you page. The difference from an ordinary site is that each step knows what happened in the one before.

Something free and useful you give in exchange for an email address: a guide, a checklist, a sample from a course. The goal isn't the download, it's the conversation after it.

An offer right after payment that the buyer accepts with one click, without re-entering their card. It works because the decision to trust you has already been made.

A cheaper or smaller offer for someone who turned down the upsell. It's not the same as showing them the first offer again.

A checkbox add-on right in the order form: a small extra on top of what the person is already buying.

The share of visitors who do what the page asks. It's measured for a specific action, not in general.

The place where one customer is one record, with their orders, appointments, emails and notes. Not three separate lists with the same name in them.

A group of customers defined by a rule: bought in the last 30 days, opened the last email, haven't been in for three months. A live query, not a list that goes stale.

A sequence of steps that starts from an event (a new order, an abandoned cart, a booked appointment) and then waits, branches and sends on its own.

The event that starts an automation.

A protocol an AI assistant uses to connect to an app and use its tools. Here it means you can tell Claude what to build and it writes straight into your account.

The product carries your brand, not the vendor's. Your client can't see what the site was built with.

A percentage the platform keeps from each sale made through it, on top of the monthly subscription. Ours drops with each tier up.