Letter H

Hallucination - when LLM confidently produces a false fact: a non-existent figure, link, quote. The main risk of AI content without verification.

Heatmap - visualization of user behavior on the page: where they click, where they look, where they scroll. Tool for CRO.

Hunt's ladder - 5 stages of customer awareness: from “no problem” to “I choose a product.” Each stage has its own content and offer.