Pages and conversion
What is a lead magnet?
A lead magnet is something free, such as a sample, discount, quiz result or guide, offered in exchange for a visitor's contact details.
A real store example
Eight Saints free Discovery Kit page: over 35 Meta ads linked here.
Eight Saints offers a free Discovery Kit of its skincare. A free kit lowers the cost of a first try, and the shopper's order gives the brand a way to follow up with a full-size sale.
Put lead magnet to work
Ask Replo: "build a quiz page that recommends a product and collects emails".
Go deeper
Lead magnet ideasLead magnet questions
- What are good lead magnets for a store?
- A first-order discount, a free sample, a product quiz with a personal result, early access to a launch or a short guide tied to the product. The best ones attract people likely to buy, not just anyone.
- Do lead magnets hurt margin?
- Discount-based ones can. A 15% welcome code given to everyone who would have bought anyway costs margin. Quizzes, samples and guides often attract buyers without discounting every order.
Related terms
Browse the glossarySales funnel
A sales funnel is the path from first hearing about a brand to buying, split into stages that each lose some people.
Top of funnel
Top of funnel (TOFU) is the awareness stage, where people first discover a brand and aren't yet looking to buy.
Landing page
A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.
CTA
A CTA (call to action) is the button or line that tells a visitor the next step to take, such as "Shop now" or "Build your pillow".