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:
- Attention: A prospective customer sees your ad, social media post, or hear about you from a friend.
- Interest: They think you can solve a problem and wants to learn more.
- Desire: The prospect has done their research and wants to convert.
- 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…