02 — TERMINOLOGY: SLO Page Production Cascade
Locked vocabulary for page production. These terms have precise meanings in this system. When any other file in this kit uses a term defined here, this definition applies.
SFB Funnel Terms
These terms come from the SFB Digital Low-Ticket Funnel System (Funnel 07, Pipeline Volume Engine). They define the architecture this kit audits and builds against.
| Term | Meaning |
|---|---|
| Tripwire | The front-end paid digital product ($7-67). A checklist, scorecard, mini-course, template pack, or calculator that solves ONE specific problem. Not the whole problem the back-end solves — just enough to start a buyer conversation. |
| Bump (order bump) | An add-on product offered inline on the checkout page. Complementary to the tripwire, not redundant. Price: $17-37 (1.5-3x tripwire price). Take rate target: 30-50%. |
| OTO (One-Time Offer) | A post-purchase upsell page. Three OTOs in an ascending stack: OTO1 ($47-97, implementation), OTO2 ($197-497, DFY/shortcut), OTO3 ($297-497, 1:1 call). Each needs a 60-90s sales video or take rate collapses to 0-2%. |
| Liquidated / Self-Liquidating | When the front-end revenue (tripwire + bumps + OTOs) covers 100%+ of ad spend on day 1. The back-end profit comes from calls and higher-ticket offers. FE ROAS 100%+ = liquidated. |
| AOV (Average Order Value) | The average total a buyer spends in one checkout session (tripwire + bump + OTO). Healthy: $20-50. Best: $60-100+. AOV is the lever — per SFB axiom 4, AOV/LTV is 5-10x easier to improve than CAC. |
| FE ROAS (Front-End Return on Ad Spend) | Revenue from the front-end funnel divided by ad spend. 100%+ means the funnel is liquidated (self-funding). Below 100% means the funnel burns cash on the front end — fix AOV first, not CAC. |
| CVO stages | Customer Value Optimization. The stages a buyer moves through: cold traffic → tripwire buyer → bump/OTO buyer → call booked → client → ascension. Each stage has specific KPIs tracked against SFB benchmarks. |
| SFB (Sales Funnel Builder) | The canonical funnel architecture system. Defines the 8 components, 6 audit layers, 10 failure modes, and benchmark KPIs that this kit audits and builds against. |
| SLO (Self-Liquidating Offer) | Synonym for a liquidated tripwire funnel. The front-end offer pays for the ad spend. Same concept as "liquidated." |
| Ascension | The progression from lower-ticket to higher-ticket offers. Tripwire → OTO1 → OTO2 → OTO3 → call → client. Each step ascends in price AND commitment. OTOs must ascend in price (OTO1 < OTO2 < OTO3) or the stack is broken. |
| Take rate | The percentage of buyers who accept an offer at a given stage. Bump take rate, OTO1 take rate, OTO2 take rate, OTO3 take rate. Each has a specific benchmark (see file 01). |
| Compliance footer (SFB Component 7) | The 5 mandatory legal links on every customer-facing page. See Compliance Terms section below for the full definition. SFB documents that skipping this causes Meta CPMs to spike 2-3x. |
Page Types
| Term | Meaning | Pixel Events Required | SFB Component |
|---|---|---|---|
| opt-in | Lead capture page. Visitor submits email in exchange for a lead magnet. | PageView | Component 2 (variant) |
| thank-you-optin | Post-opt-in confirmation page. Visitor lands here after submitting the opt-in form. | PageView + Lead | Component 2 (variant) |
| thank-you-purchase | Post-purchase confirmation page. Visitor lands here after completing checkout. | PageView + Purchase (with dynamic value) | Post-Component 3 |
| offer-purchase | Sales page for a self-serve product. CTA goes to checkout. | PageView | Component 2 |
| offer-booking | Sales page for a service. CTA goes to Calendly or booking link. | PageView | Component 2 (variant) |
| delivery | Asset delivery page. Visitor accesses their purchased or opted-in content here. | PageView | Post-Component 8 |
| homepage | Brand homepage. Entry point for organic and direct traffic. | PageView | N/A |
| skill-delivery | Skill download page. Interactive narrative design with skill file access. | PageView | N/A |
| oto-page | One-Time Offer upsell page. Post-checkout, part of the ascending OTO stack. | PageView | Component 5 |
The page type determines which pixel events fire. There are no exceptions. A thank-you-optin page always fires Lead. A thank-you-purchase page always fires Purchase with the dynamic value. Every page fires PageView.
Pixel Terms
| Term | Meaning | NOT This |
|---|---|---|
| Meta Pixel | The Facebook/Meta tracking pixel. A JavaScript snippet embedded in the | Not "Facebook Pixel" in documentation (Meta is the current name). Either term is acceptable in casual reference, but the kit uses "Meta Pixel." |
| Pixel ID | The 15-16 digit numeric identifier for a specific Meta Pixel. Found in Meta Business Manager under Events Manager. | Not a pixel name, not a Business Manager ID, not an ad account ID. The pixel ID is numeric only. |
| PageView | Base pixel event. Fires on every page load. Configured automatically by the base pixel code. | Does not need a separate fbq('track', 'PageView') call — the base pixel fires it. But including an explicit call is not harmful and is our standard practice for clarity. |
| Lead | Conversion event. Fires when a visitor completes an opt-in. Placed on the thank-you-optin page, not the opt-in page itself. | Not on the page where the form is. On the page they land on AFTER submitting. |
| Purchase | Conversion event with dynamic value. Fires when a visitor completes a purchase. Placed on the thank-you-purchase page. Must include value and currency parameters. | Not a static event. The value must match the actual purchase price. fbq('track', 'Purchase', {value: 297.00, currency: 'USD'}) |
| Pixel in head | The pixel base code must be in the | Not in the footer. Not in a script tag at the bottom of the page. In |
Compliance Terms
| Term | Meaning |
|---|---|
| Compliance footer | The set of 5 required links that appear in the footer of every customer-facing page: Privacy Policy, Terms of Service, Disclaimer, Returns & Refunds, Contact. All 5 must be present. Not 4. Not 3. All 5. SFB Component 7 — SFB Failure Mode #8 documents that skipping this causes Meta CPMs to spike 2-3x. Apply to: sales page, checkout, all OTO pages, post-purchase confirmation, email footer. |
| Meta disclaimer | Required text on any page that is part of a Meta-advertised funnel: "This site is not a part of the Facebook website or Facebook Inc. Additionally, this site is NOT endorsed by Facebook in any way. FACEBOOK is a trademark of FACEBOOK, INC." |
| Anthropic disclaimer | Required text when AI tools are referenced: "This product references AI tools. [Brand] is not affiliated with, endorsed by, or sponsored by Anthropic, OpenAI, or Google." Adapt to match the specific AI tools mentioned. |
| Earnings disclaimer | Required text on any page that implies financial outcomes: "Results vary. The examples shared are not guarantees of specific outcomes." |
| Entity name | The legal entity name that appears in the copyright line. Must match the registered business entity exactly. |
Production Terms
| Term | Meaning | NOT This |
|---|---|---|
| Cascade | The enforced sequence of production steps: AUDIT, STRATEGY, BUILD. Each phase must complete before the next begins. Within the BUILD phase, each gate must pass before the next step runs. A cascade is not a checklist you can skip items on — it's a pipeline where failure at any gate blocks progress. | Not "workflow" (suggests flexibility). Not "checklist" (suggests optional items). |
| Gate | A specific quality check within the cascade. Gates are binary — pass or fail. A gate that fails blocks the cascade until the issue is fixed and the gate re-runs clean. | Not "suggestion" or "recommendation." Gates are enforced. |
| Blocking failure | A gate result that stops the cascade. No amount of quality elsewhere compensates for a blocking failure. Missing pixel = blocking. Missing compliance link = blocking. Missing OTO video = blocking (SFB). | Not "warning" or "note." |
| QC report | The final output of the cascade — a gate-by-gate accounting of what passed and what failed, with the overall score. Includes the SFB audit results as the opening section. Presented to Kathryn before shipping. | Not "summary." The report must show specific results per gate, not a general assessment. |
| Ship | The page is approved for deployment to Convertri. Deployment is copy-paste — Kathryn copies the HTML into Convertri. A page is "shipped" when it passes all gates and Kathryn approves. | Not "deploy" (deploy implies automation). Not "publish" (publish implies a publishing platform). |
| Audit phase | The first phase of the cascade. Before building anything, audit the existing funnel state against the SFB 6-layer framework. Output: component-by-component status. | Not "review" (too casual). The audit has a specific 6-layer structure. |
| Strategy phase | The second phase of the cascade. Map each audit finding to a specific SFB component and build mode. Determine build order and acceptance criteria. | Not "planning" (too generic). Strategy maps gaps to specific SFB build modes. |
| Build mode | One of 6 modes from the SFB Build Skill: (1) Tripwire Product Outline, (2) Sales Page, (3) SamCart Checkout HTML, (4) OTO Sales Videos, (5) Post-Purchase Email Sequence, (6) Compliance Footer. Each page maps to a mode. | Not interchangeable. Each mode has specific inputs and outputs. |
Responsive Terms
| Term | Meaning |
|---|---|
| Class selectors | CSS selectors that target HTML classes (.mobile-stack, .hero-grid). Required for responsive design because Facebook in-app browser breaks on attribute selectors. |
| Attribute selectors | CSS selectors that target inline style attributes (div[style*="display: flex"]). Forbidden in responsive rules because Facebook in-app browser ignores them. Pages tested in Chrome look fine; pages viewed in the Facebook in-app browser break. |
| Three breakpoints | The minimum responsive breakpoints for every page: 1024px (tablet), 768px (small tablet/large phone), 480px (phone). Additional breakpoints at 968px and 600px are used by some page-type kits. |
| Mobile form placement | On any page with a form, the form must be visible within one scroll on mobile. Use CSS order: -1 to move the form above content on mobile. This is a conversion requirement, not a design preference — buried forms don't convert from ad traffic. |
Forbidden Terms (in Paid Context)
These terms must never appear on pages that are part of a paid advertising funnel. They may appear in organic content and in product delivery files.
| Forbidden | Use Instead | Why |
|---|---|---|
| "Claude" | "AI tool of choice" or "your preferred AI tool" | Meta policy risk — LLM brand names in paid ads create policy violations |
| "ChatGPT" | "AI tool of choice" or "your preferred AI tool" | Same as above |
| "Gemini" | "AI tool of choice" or "your preferred AI tool" | Same as above |
| "AI assistant" | "AI tool of choice" and list options | "AI assistant" implies a specific product category. We sell skills and tools, not assistants. |
| Any LLM brand name | Generic reference | In product delivery files (skill files, quick-start guides), Claude-specific references are acceptable. Everywhere else in a paid funnel, brand-neutral. |
Terms NOT Used in This Kit
| External Term | Our Term |
|---|---|
| Landing page | Use the specific page type (opt-in, offer-purchase, etc.) |
| Sales page | offer-purchase or offer-booking |
| Squeeze page | opt-in |
| Upsell page | oto-page |
| Facebook Pixel | Meta Pixel (in documentation; casual reference is fine) |
| Deploy (for pages) | Ship (there is no automated deploy for marketing pages) |
| Self-liquidating offer | Liquidated or SLO (use SFB terminology consistently) |