What is a marketing funnel and why does it matter

If you’ve spent any time learning about marketing analytics, you’ve probably come across the term “funnels.” What exactly are marketing funnels and why do they matter?

Marketing funnels are a useful tool to help you visualize the path customers take from first finding out about your brand to converting. Understanding them provides useful insight into why some customers convert — and some don’t.

What Are Marketing Funnels?

A marketing funnel is a visual representation of the steps a visitor takes from first finding out about your brand until they convert. The most common type of marketing funnel is four steps:

  1. Attention: A prospective customer sees your ad, social media post, or hear about you from a friend.
  2. Interest: They think you can solve a problem and wants to learn more.
  3. Desire: The prospect has done their research and wants to convert.
  4. Action: The prospect takes action — they buy your item, schedule a demo, or take whatever other action you want them to take.

The action can vary based on customer and industry — maybe you want them to make a purchase, sign up, or fill out a form. When someone does something you want them to do, it’s known as a conversion. The visitor converts from browsing to taking the action you want them to take.

Think about the Amazon purchase funnel. There are several steps a visitor has to go through before they can purchase a product. Here’s how it looks:

  • They visit Amazon.com
  • They view a product
  • They decide to add a…

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