A conversion funnel is a marketing model that shows the journey a user takes before completing a desired action—such as filling out a form, booking a call, or making a purchase. It helps visualize how prospects move from awareness to decision, and where drop-offs occur.
Main Stages of a Conversion Funnel
- Awareness (Top of Funnel – TOFU): The user discovers your brand through ads, social media, SEO, blog posts, or referrals.
- Consideration (Middle of Funnel – MOFU): The user compares options. They read reviews, download guides, subscribe to emails, or engage with your content.
- Conversion / Action (Bottom of Funnel – BOFU): The user takes a desired action—purchases, signs up, or submits a lead form.
- Retention & Advocacy: After converting, the goal shifts to building loyalty, repeat purchases, and referrals through email nurturing, loyalty programs, and great service.
Why Conversion Funnels Matter
- Help identify where users drop off.
- Improve marketing ROI by focusing on bottlenecks.
- Align marketing, sales, and customer experience efforts.
- Increase conversion rates through targeted messaging at each stage.
