When a visitor completes a desired action, such as signing up, making a purchase, or filling out a contact form. Conversion rate—the percentage of visitors who convert—is a key success metric for most websites. Track conversions in Framer Metrics and use A/B testing to systematically improve your conversion rates.

The prominent top section of a landing page, typically featuring primary messaging and a main call to action. It sets the first impression and communicates value quickly. Effective hero sections combine clear copy, visual support, and an obvious next step.

A standalone page designed for a specific marketing goal, typically with focused messaging and a single call to action. Unlike general website pages, landing pages minimize distractions to maximize conversions. Test landing page variations systematically—small changes in headlines, images, or CTAs can significantly impact results.

A switch-style control for binary choices, indicating on/off or enabled/disabled states with immediate effect. Toggles differ from checkboxes in that they typically apply changes immediately rather than requiring a submit action. Use clear labeling so users understand what enabled and disabled states mean.

The portion of a webpage visible without scrolling, borrowed from newspaper terminology where the top half of the front page was most prominent. This prime real estate should contain your most compelling content, clear value proposition, and primary call-to-action. Studies show users form impressions within milliseconds, making above-the-fold content critical for engagement.

A prominently styled button designed to attract clicks and drive users toward a conversion goal. Effective CTA buttons use contrasting colors, clear action-oriented text, and strategic placement. Test variations of your CTA—even small changes to wording or color can significantly impact click-through rates.

The initial appearance of an interface when empty of user content, requiring thoughtful design to guide action. Zero states should welcome users and clearly explain how to add content. Design engaging zero states that reduce new-user confusion.

A visualization of the steps a user takes to accomplish a goal, revealing opportunities and pain points. Mapping user journeys helps optimize flows and identify where users struggle. Design journeys that minimize friction while providing necessary information.