Funnel

A marketing model visualising the customer journey from initial awareness through to purchase and beyond, typically narrowing at each stage as some prospects drop off while others progress toward conversion. A typical funnel includes stages like awareness (discovering your business), interest (learning more), consideration (comparing options), conversion (purchasing), and loyalty (repeat purchases). Understanding your funnel helps identify bottlenecks where prospects are lost, optimise conversion at each stage, and calculate metrics like customer acquisition cost. Modern funnels are rarely linear, customers may enter at different points, move backward, or require multiple touches across channels before converting.

Why it matters

Optimising your funnel systematically increases revenue without increasing traffic. Identifying that 80% of cart abandoners citing shipping costs lets you test solutions and potentially double conversion rates overnight.