Marketing Funnel The Unbounce Conversion Marketing Glossary


The marketing funnel is an essential concept for understanding the customer journey and effectively maximizing conversions. It is a visual representation of the process that prospects take – from initial contact with a brand to the ultimate goal of converting into customers.

At each stage in the marketing funnel, there will be certain activities and methods you can use to gain more insights into potential customers and optimize your website to convert them into customers. Fortunately, technology and analytics have come a long way and now it is possible to track every step of a customer’s journey through data gathered by your digital marketing channels.

A well-run marketing funnel can be leveraged in order to understand customer behavior, uncover where prospects are dropping off in their journey, strategize ways to keep them engaged, and ultimately increase conversion rates on your website. This Unbounce Guide will define the fundamentals of a successful marketing funnel strategy:

  • Understanding how it works
  • How each stage should look from an implementation perspective
  • Best practices for optimization along each step of the way
  • Pitfalls that you should avoid in order for this strategy to deliver optimal ROI.

What is a Marketing Funnel?

A marketing funnel is a process that businesses use to nurture leads and progress them through their buying journey. It’s a visual representation of the customer journey, starting with initial brand awareness and eventually leading to sales conversion. Understanding how a marketing funnel works and how to create one can lead to a successful online marketing campaign.

Stages of a Marketing Funnel

A marketing funnel describes a customer’s journey from when they first become aware of your product to when they make a purchase. The stages of a marketing funnel are Awareness, Interest, Evaluation, Purchase and Retention.

  • Awareness: This stage refers to how customers become aware of your product or service. With online businesses this can include things such as organic search engine traffic, search ads and organic social media posts.
  • Interest: At this stage, potential customers express an interest in learning more about the product or service you offer. They can be encouraged to continue through the funnel by providing educational content (e.g. blog posts), showcasing customer success stories and presenting reviews from other satisfied customers.
  • Evaluation: Once the customer has done their research and compared your product to competitors they will enter the evaluation stage where they are deciding whether or not to make a purchase. At this stage it’s important to provide easy access to pricing pages and support resources so that potential customers can make informed decisions without encountering any barriers.
  • Purchase: If a potential customer is convinced that your product is better than those offered by competitors then they will decide whether it’s worth investing their money into buying it at this stage in the marketing funnel. Communicating clear payment options, discounts for new users, free trials and free shipping helps incentivize purchasing choices at this point in their journey with your business.
  • Retention: After making a purchase it’s important for companies to engage with customers often which is one of the goals of retention marketing – encouraging loyalty from consumers who already like your products or services through follow-up emails, special offers or targeted campaigns on different platforms such as SMS campaigns and retargeting ads on social networks like Facebook or Instagram that remind buyers of what they could still gain by continuing use of your services over time.

Benefits of a Marketing Funnel

A marketing funnel is a term used to describe the process of converting potential customers into loyal ones. It involves a series of steps, each designed to move the customer closer to making a purchase. By developing a well-thought-out strategy, businesses can maximize their profits by targeting the right prospects and keeping them engaged throughout the process.

There are many benefits that come with using a marketing funnel. For starters, it helps businesses narrow their target market and reach potential customers more efficiently. Additionally, it allows companies to stay in touch with those customers after they’ve made their initial purchase, which increases the likelihood of repeat purchases. Finally, by tracking visitors throughout the funnel and analyzing their interactions, companies can gain valuable insights into their customers’ preferences and use that information to tailor their marketing strategies accordingly.

Creating a Marketing Funnel

Creating a marketing funnel is a key marketing strategy to capture and convert leads into customers. A marketing funnel is a process that outlines the steps a customer takes on their journey from discovery to purchase. It maps out different touchpoints or stages the customer goes through in the buyer’s journey.

Let’s look into what it takes to create an effective marketing funnel:

Define Your Target Audience

Defining your target audience is essential for developing a successful marketing funnel. Start by identifying who your ideal customer is and create customer avatars based on their traits, interests, and pain points. This will allow you to hone in on the customers most likely to purchase your product or service.

Your target audience should be specific so that you’re not wasting time or money marketing to people who aren’t likely to buy. Research potential customers’ demographic information such as age, gender, location, and income level so you can determine which channels are best suited for reaching them. You can also get valuable insights into what motivates them through surveys or focus groups.

Creating an in-depth understanding of who your ideal buyer is will help you build relationships with the right people and refine your message so it resonates with them more effectively. Knowing who you’re targeting will help you decide which channels work best for connecting with them, what style of content works best for engaging them, and what kind of offers many appeal to them most. With this information at hand, you’ll be ready to move forward in building a successful marketing funnel that reliably converts visitors into customers.

Develop Your Buyer Personas

Developing an effective marketing funnel begins with understanding your target audiences and those who have the potential to become customers. By taking time to develop buyer personas, you can get a better sense of who is likely to buy your product or service. A buyer persona is simply a fictional representation of your ideal customer and what they’re looking for in a product or service.

It’s important to have identified various buyer personas so you can target them through the rest of your marketing materials. Consider going beyond just telling their demographic information – such as age, gender, location – and instead take into account psychographics, such as life stage, income level, values and personal goals. When crafting these details about each buyer persona you create, make sure you are realistic in order to ensure that the branding/messaging resonates with them. Additionally, look at creating upsell personas – people already familiar with customers who may be interested in considering additional purchases based on their current behaviours.

After developing a few key buyer personas for each segment of your potential market, prioritize which ones should be targeted first within the confines of your available resources by evaluating demographic info such as age and location alongside psychographic factors like the aforementioned values and goals deemed important to each persona. Understanding your customer base allows you to craft messaging that speaks directly to their needs and interests while helping you eliminate any wasteful spend targeting people who may not be interested in what you have offer – leading better results overall from every dollar spent on marketing activities down the road!

Create Your Content

Creating content is a crucial step in the marketing funnel process. Quality content will help to engage potential customers and generate better leads, while also increasing website traffic. In general, high quality content should be unique and focus on providing information that will help people make decisions and solve problems.

Content can include:

  • Helpful blog posts
  • Engaging videos
  • Downloadable guides and eBooks
  • Informative articles that provide industry-specific insights.

Additionally, your content should include graphics such as infographics or stunning visuals which can attract even more attention from your audience. Moreover, by creating evergreen content you can ensure that your message will remain relevant for longer periods of time.

To generate optimal performance with your marketing funnel, make sure to tailor your content to each stage of the customer journey and use appropriate calls-to-action (CTAs) in order to encourage further engagement from those visiting your website or page. Analyzing customer behavior with web tracking tools such as heatmaps or scrollmaps or using analytics data will provide you with greater insight into how well specific pieces of content are resonating with potential customers, allowing you to make changes accordingly and improve results down the road.

Set Up Your Conversion Path

The key to creating an effective marketing funnel is to map out the customer journey. It’s important to know where potential customers are in their journey and determine how you can guide them through to a sale. To do this, you will need to identify the different stages of your funnel – from each of its beginning stages through to its completion.

At every point in a customer’s journey, there should be an effort to convert them by providing relevant content or offerings that will make them more likely to move on in the conversion path. It’s important that each stage moves intuitively and logically, as it will be difficult for a customer if they have to go back multiple steps in order to proceed. The key step of this is using analytics tools such as Google Analytics or user polls and feedback surveys. This data can help inform your decisions at each stage so that it has the most relevance based on historical trends and optimal user experience (UX).

There are five main steps in setting up your conversion path:

  1. Awareness begins with a clearly defined message about what your company offers;
  2. Interest involves obtaining sign-ups from potential customers;
  3. Evaluation/Action means providing targeted content specific for their needs;
  4. Conversion should involve slick packages that convince people why they need your products/services;
  5. Retention/Replenishment includes introducing loyalty rewards and deals alongside upsells and cross-sells that reinforce people’s decision making processes.

Measuring Your Funnel Performance

Your marketing funnel is an important tool for tracking and understanding your customer’s journey, from initial contact to conversion. Watching your funnel performance over time can help you identify opportunities to optimize and improve your conversion rate, and it can help you understand the effectiveness of your marketing campaigns.

Let’s take a look at how to measure your funnel performance:

Track Your Funnel Performance

Analyzing the performance of your funnel is essential to understanding and improving customer conversion rates. Many businesses utilise visualisation software such as Google Analytics, which allows them to track their funnel performance and compare various metrics all in one dashboard.

It is important to measure key indicators such as page visits, page conversion rate, cost per lead, average order value (AOV) and total revenue generated over a given period of time on each page in your funnel. This data can provide key insights into how you can better optimise and improve the overall performance of your sales or marketing funnels.

For example, if you notice that visitors are leaving at a high rate on step 3 of your funnel but never reach the purchase process, it could be indicative of a usability issue on that particular step. By identifying and resolving this issue, you may achieve higher conversions downstream.

Another key indicator which should not be overlooked is total revenue generated from each step in your funnel. By tracking which steps have the highest revenue contribution, you will have a better understanding of where to focus your optimisation efforts for maximum effect.

Assessing the performance of your sales or marketing funnels provides invaluable information about customer behaviour and interaction with each stage within the process. With analytical tools like Google Analytics at our disposal we can easily track various funnel performance metrics with relative ease – giving us the opportunity to gain deeper insights into how we can better optimize our offerings for increased conversion rates!

Analyze Your Funnel Performance

Analyzing your funnel performance is an important step for gaining insights about the success of your overall marketing campaigns. Your funnel analysis should give you data-driven perspectives on how well each individual stage of the marketing process is performing, from lead generation to nurturing, purchase and post-purchase touchpoints. This helps to identify key bottlenecks, optimize your workflow and measure the return on investment (ROI) of your campaigns over time.

To measure funnel performance, begin by analyzing the individual components that make up each stage of the marketing process. You can analyze data such as site visits, click through rates and lead conversions to get a better understanding of how users interact with and move through the customer journey. Additionally, utilize tracking technology such as heat maps or A/B testing to further optimize user experience at each stage. Lastly, use analytics software such as Google Analytics to measure user behavior analytics throughout every point in your funnel, including sales metrics and post-purchase customer behavior metrics such as loyalty or repeat customers. By measuring data points over time you have a better understanding of what works—and what doesn’t—allowing you to refine strategies that maximize efficiency and drive sales growth.

Optimizing Your Funnel Performance

Improving the performance of your funnel requires an in-depth understanding of each step in your customer’s journey. To fully optimize your customer conversion path, tracking metrics is essential. Metrics can help you identify any blockages where customers are dropping off or understanding why some channels are more successful than others.

Depending on the stage of your customer’s journey, you should consider measuring different metrics to gain the insights necessary to inform and enhance optimization efforts:

Upper Funnel Metrics:

  • Awareness (top of the funnel): Reach, ad impressions & CTR, website sessions, video views
  • Interest (middle of the funnel): Landing page visits & clicks through rate, click-to-open rate
  • Consideration (bottom of the funnel): Add to cart rate, Average Order Value (AOV) turnover

Lower Funnel Metrics:

  • Intent (top of the funnel): Search phrases and queries used
  • Evaluation (middle at the funnel): Shopping cart abandonment rate
  • Purchase (bottom at the funnel): Conversion rate

By observing which metrics tend to move up or down depending on changes you make to any given customer journey step – from tweaking a headline in marketing emails to changing up ad campaigns – you can begin to adopt an optimization mindset with confidence and act accordingly based on data. Conducting frequent data analysis and A/B testing for every aspect of your marketing strategy is key for success.


The marketing funnel is a comprehensive view of a consumer’s journey in the purchase process. It outlines the stages a consumer goes through from awareness to research, comparison, purchase and loyalty. By understanding each stage, companies can better design experiences that meet customer needs at each point in time.

By adapting content, products and services to map the customer’s journey specifically to its target audience, companies have the opportunity to create offers that maximize conversions. The funnel also enables marketers to identify weak points or areas for improvement in their strategy and measure progress as they proceed along the customer journey from prospecting to sales. By being able to track metrics such as leads generated, click-through rates and funnel visibility, marketers are better able to refine their strategies and adjust according to their ROI goals.

In summary, understanding the marketing funnel provides greater insight into how we can accommodate customers’ evolving needs along their journey toward conversion. From:

  • Increasing awareness of our products/services
  • Through their research phases
  • All the way through loyalty building activities afterward which in turn supports repeat business

These are all elements of an effective marketing funnel strategy that keeps customers engaged throughout their entire purchasing process while giving businesses an additional advantage over competitors with outdated strategies who haven’t adapted accordingly yet.

Frequently Asked Questions

Q1. What is a marketing funnel?

A1. A marketing funnel is an online marketing model that illustrates how potential customers go through a process to become paying customers. It typically consists of five stages: Awareness, Interest, Desire, Action, and Retention.

Q2. What are the stages of a marketing funnel?

A2. The stages of a marketing funnel are Awareness, Interest, Desire, Action, and Retention. Awareness is the first stage, where potential customers become aware of your brand or product. Interest is the stage where the potential customer expresses interest in your product or service. Desire is the stage where they develop a desire to purchase your product or service. Action is the stage where they take action and make a purchase. Retention is the stage where they become loyal customers and repeat customers.

Q3. How do I measure the success of my marketing funnel?

A3. You can measure the success of your marketing funnel by tracking metrics such as conversion rates, lead generation, and customer lifetime value. You can also use A/B testing to see which strategies are most successful in moving customers through your funnel.