Glossary

In short: Plain-language definitions of every term used across these docs. Listed A to Z.

Anchor phrase. The core promise your ad and page share. The wording can vary and be tested; the message stays the same. See Core Concepts.

Awareness stage. How ready a visitor is to buy, from Unaware to Most Aware. You pick one per page so the writing meets them where they are. The five stages together are called the awareness ladder. See Core Concepts.

Brand context. An optional brief field for your origin story and anything that builds trust in the brand itself.

Claim guardrails. Rules for what a page must not say, so sensitive claims stay compliant. Flunnel applies its own by page category, and the brief's Brand voice & claim rules field adds yours. See Best Practices.

Competitor context. An optional brief field naming the two or three products you lose sales to, so the page can position against them.

Copy framework. The order a page makes its argument in. Flunnel includes seven. Common ones:

• PAS: name the pain, make it sting, then solve it.

• PASTOR: PAS plus proof, an offer, and a close.

• BAB: life now, life better, the bridge between.

• AIDA: hook, interest, desire, action.

• Star, Story, Solution: a hero, a story, the payoff.

• Reason-Why: a list of concrete reasons to believe.

Core pain. The one frustration your page must name in the first thirty seconds.

Design tokens. Your brand's visual settings stored as reusable values: a main color, a second color, a background color, and your fonts. Saved together, they form a scheme.

Destination URL. Where the page's buy button sends people.

Email design. The look every email is built from. You pick one in the email setup, and Flunnel applies your brand colors and logo to it. See Email Flows.

Email flow. One of the seven automated email sequences Flunnel builds in your Klaviyo account, such as Welcome or Abandoned Cart. Each starts on its own trigger and sends its emails over a few days. See Email Flows.

Email pop-up. The sign-up form Flunnel adds across your storefront. It shows only while the Welcome flow is on, and can give each sign-up their own welcome code. See Email Flows.

Focus mode. An editing view that isolates one section so you can perfect it on its own. See Editing Your Page.

Handle. The address part of your page's URL, which you approve when setting up the page. Publishing creates the page at that handle in your Shopify store.

Klaviyo. The email platform Flunnel connects to. Flunnel builds the email flows in your Klaviyo account, and Klaviyo sends the emails. Connect it in Integrations. See Email Flows.

Landing page type. One of twelve page structures, each suited to a different kind of traffic and offer. See The 12 Landing Page Types.

Lock. Freezing a section so it cannot change, even when you re-roll the whole page. See Editing Your Page.

Message-match. Keeping the same core message from ad to page, so the visitor sees the promise they clicked, even if the wording differs. See Core Concepts.

Needs update. A flow whose emails in Klaviyo are behind your current brand, email design, codes or language. Klaviyo keeps sending the previous version until you click Update in Klaviyo. See Email Flows.

Page editor. The workspace where you edit one single page, section by section. See Editing Your Page.

PDP-DR (Product Detail, direct response). A direct-response product page type, often with a sticky buy box. See The 12 Landing Page Types.

Persona. The specific person you are writing the page for.

Proof bank. Your store of proof points, such as reviews and results, that templates can draw from.

Re-generate. Rewriting one section with the AI, leaving the rest untouched.

Re-roll. Regenerating the whole page at once. Locked sections are kept as-is.

Scheme. A saved set of design tokens (colors and fonts) that every page can reuse to stay on brand.

Section. One building block of a page, such as the headline, the proof, or the offer. You edit a page one section at a time.

Template. A finished page structure you start a page from: its sections, their order and sample copy. You pick one when you create a page, and can switch later. See Templates.

UGC wall. A landing page type built as a grid of creator and customer content. UGC means user-generated content. See The 12 Landing Page Types.

Version history. A record of every change to a page, both manual and AI, that you can restore from. See Editing Your Page.

VSL (Video Sales Letter). A landing page type led by a video, with supporting copy beneath. See The 12 Landing Page Types.

Welcome list. The Klaviyo list every sign-up joins, from the pop-up or a landing page. Joining it starts the Welcome flow. See Email Flows.

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