What it is: The offer is the center of a marketing campaign. It's what you're giving to your customers in exchange for their money (or commitment, etc.).

What it's not: The CTA. That's your call to action that gets your customer to go through your conversion.

Why we care: In order to have a great campaign, it all starts with a great offer. Copy, design, and testing can help (and you can even test a few different offers), but they all center on the offer.

This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.