What is a conversion funnel? All the stages explained

Welcome to the world of conversion funnels – where customers enter as mere spectators and exit as loyal customers. You may have heard the term “conversion funnel” being thrown around in the marketing world, but what exactly is a conversion funnel, and why should you care? Let’s break it down for you.

What is a conversion funnel?

Think of a conversion funnel as a journey that a potential customer takes from the moment they land on your website to the moment they make a purchase. The funnel represents the various stages that a potential customer (known as a lead) goes through before becoming a paying customer. The goal of the conversion funnel is to guide the customer through these stages, ultimately leading to a successful conversion.

The stages of a conversion funnel

Now you know what a conversion funnel is, let’s dive into the different stages of a conversion funnel. From getting your potential customers interested to sealing the deal, we’ve got you covered. So the stages of a conversion funnel:

Awareness stage

This is where the customer first becomes aware of your brand. They may have come across your website through a social media ad or a Google search. The focus at this stage is to grab their attention and make a strong first impression.

Interest stage

The customer is now interested in your brand and is exploring your website. This is your chance to showcase your products or services and provide valuable information to the customer. This also indicates that they have some level of interest in what you can offer them.

Decision stage

The customer is now considering making a purchase. This is where you need to provide clear and concise information about your products or services and offer incentives to encourage them to make a purchase, like discounts, or added-value.

Action stage

The customer has made a purchase. Congratulations, you’ve successfully guided them through the conversion funnel!

Conversion funnel marketing

Now that you understand the stages of a conversion funnel, let’s talk about conversion funnel marketing. Conversion funnel marketing is the process of optimising your website and marketing efforts to guide potential customers through the conversion funnel. This can include things like creating paid, targeted ads, optimising your website for SEO, and providing clear and concise product information.

Conversion funnel e-commerce

If you run an e-commerce business, the conversion funnel is even more critical. You need to ensure that your website is easy to navigate, your product pages provide all the necessary information, and your checkout process is streamlined. By optimising your e-commerce conversion funnel, you can increase your conversion rates and ultimately drive more sales.

What’s the difference between a conversion funnel and a sales funnel?

The terms “conversion funnel” and “sales funnel” are often used interchangeably, but there is a difference. The conversion funnel is focused specifically on the stages leading up to a successful conversion, whereas the sales funnel includes the entire customer journey, from initial contact to post-sale follow-up. The sales funnel is often used in B2B sales, where the process may be longer and more complex than a typical B2C conversion funnel.

The sales funnel includes stages such as lead generation, lead nurturing, and post-sale follow-up, with the goal of building a long-term relationship with the customer. While the conversion funnel may be a subset of the sales funnel, they serve different purposes and should be approached differently.

Marketing funnel explained

The marketing funnel is another term that you may have heard being thrown around in the marketing world. The marketing funnel is a broader concept that includes the entire customer journey, from the moment they become aware of your brand to the moment they become a loyal customer. 

The conversion funnel is a subset of the marketing funnel and specifically focuses on the stages of the customer journey leading up to a successful conversion.

How to Optimise Your Conversion Funnel

Now that you know what a conversion funnel is, and how it can help your business, it’s time to focus on optimising your conversion funnel to maximise your success. Here are some of our tips to optimise a conversion funnel:

Identify your target audience

Understanding your target audience is essential to optimising your conversion funnel. Taking the time to understand who they are, what their needs and pain points are, and what motivates them to make a purchase, means you’ll have a better chance of making a conversion, and help you tailor your marketing strategy and messaging to resonate with your audience to drive conversions.

Simplify your website

Your website is your digital storefront, meaning it’s crucial to make a good first impression. Make sure your website is easy to navigate, with clear and concise product information, or easy to understand service pages. Use simple language and avoid clutter to make it easier for customers to find what they’re looking for! Finally, and perhaps most importantly, your website must be mobile-friendly, as more and more customers are using their mobile devices to browse and shop online.

Provide incentives

If you can, consider offering discounts, free trials, or other incentives as part of the conversion journey; these can be a powerful motivator for customers to make a purchase! Offering first-time customer discounts or free shipping could encourage customers to take the leap and make a purchase. And remember: your goal is to create a sense of urgency and persuade customers to act quickly.

Streamline your checkout/ conversion process process

The checkout/conversion process can be a make or break moment for customers. A long and confusing checkout process can lead to frustration and cart abandonment, so streamlining your checkout process (by offering a guest checkout option, reducing the number of form fields, and offering multiple payment options) will make it as quick and easy as possible for customers to complete their purchase.

Analyse and refine

Once you’ve implemented these steps, it’s essential to track and analyse your customers’ behaviour to refine your conversion funnel. Use analytics software to measure your website’s performance, track user behaviour, and identify any potential pain points in your conversion funnel. Refine your funnel accordingly by testing new strategies and optimising your website for maximum conversion rates!

Understanding the concept of a conversion funnel is essential for any business looking to optimise their website and marketing efforts. By focusing on the various stages of the funnel, you can guide potential customers towards a successful conversion and ultimately drive more sales. Whether you’re running an e-commerce business or a B2B service, the conversion funnel can help you achieve your business goals. So, what are you waiting for? Start optimising your conversion funnel today and watch your business grow!

Or, if you’d like to leave it in the hands of the professionals, why not reach out to our friendly digital marketing team who can take care of your sales and conversions for you?! 

Let's create together

Get in touch

Select your plan and one of our team will get in touch