Lead capture is the process of collecting a prospective customer's contact information — most commonly their email address, and optionally name, job title, or company — in exchange for something they perceive as valuable enough to provide it. The incentive (the lead magnet) can be a downloadable resource (ebook, checklist, template, swipe file), a webinar registration, a free tool or quiz, a free trial, or a discount code. On a WordPress site, lead capture is implemented through embedded opt-in forms (via contact form plugins, email service provider native forms, or dedicated landing page builders) or pop-up tools triggered by scroll depth, exit intent, or time on page. Lead capture rate — the percentage of page visitors who complete the form — is the primary metric for top-of-funnel optimization. Most cold traffic opt-in forms see 2–5% conversion rates; warm traffic from targeted search or referral sources converts at 10–20% for high-value lead magnets.
Glossary entry
