Sign-up friction: how much effort it takes to sign up; many times because it's hard to find the sign up page or the page itself has too many steps

Bounce rate: a bounce is someone visiting your site and not signing up. A bounce rate is the amount of people that do this compared to sign ups

Touchpoints: things a user interacts with, like a landing page, a nav bar with a sign up button, the sign up page itself, forms on that page, etc.

Bloat: too much "stuff" that is unnecessary towards some end goal like too much copywriting on the landing page, or too complex of a sign up flow, etc.

This isn't snark, but this is all industry standard terminology.