The lead capture system is a tool that helps you guide the buyer journey, or the path a prospect takes as they become familiar with your company, from introduction to conversion.
A funnel is used to represent the buyer journey, because a prospect descends into the next stage of the funnel when their interest increases.
Conversion Rate Optimization
Conversion Rate Optimization is a practice to make sure that the highest possible percentage of people that land on your site or view your ads also perform the action that you have set as a goal.