What is a conversion funnel?
A conversion funnel is a marketing term that represents the journey a potential customer takes from being aware of a product or service to ultimately making a purchase or completing a desired action. It visualizes the stages a user goes through in the process of converting from a visitor to a customer.
What are the conversion funnel stages?
The typical stages in a conversion funnel include:
- Awareness – the customer becomes aware of the product or service, often through advertising, SEO, social media, scanning a QR code, or other marketing channels such as email marketing or SMS marketing.
- Interest – the customer shows interest and explores more about the product or service. This may involve visiting a website, reading content, or engaging with the brand in some way.
- Consideration – the customer considers the options and evaluates whether the product or service meets their needs. They might compare features, read reviews, or seek additional information.
- Intent – the customer expresses intent to make a purchase or take a specific action. This could involve adding items to a shopping cart, filling out a web form or popup form, or initiating the checkout process.
- Purchase/Conversion – the customer completes the desired action, whether it’s making a purchase, filling out a form, or subscribing to a service.
- Post-Purchase Evaluation – after the conversion, there may be a stage of evaluating the purchase. This can influence future decisions and potentially lead to customer loyalty or repeat business.
Understanding and optimizing the conversion funnel is crucial for businesses to improve their marketing strategies, user experience, and overall conversion rates. Marketers often analyze each stage of the funnel to identify areas for improvement and enhance the overall effectiveness of their campaigns.