Conversion Funnel
The set of steps a visitor takes on a website to become a customer, visualized as a funnel that gets narrower at each stage.
A conversion funnel maps the customer journey from “Awareness” (visiting the site) to “Action” (becoming a lead). It helps identify exactly where you are losing potential customers.
The 4 Stages (AIDA)
- Awareness: They land on your site via SEO or Ads.
- Interest: They read your Headline and value prop.
- Desire: They view Case Studies and pricing.
- Action: They click the CTA and fill out the form.
A leak at any stage (e.g., a confusing headline or a broken form) destroys the ROI of the entire funnel.
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Related Concepts
CRO (Conversion Rate Optimization)
The systematic process of increasing the percentage of website visitors who take a desired action.
MQL (Marketing Qualified Lead)
A lead who has indicated interest in what a brand has to offer based on marketing efforts or is more likely to become a customer than other leads.
A/B Testing
A method of comparing two versions of a webpage against each other to determine which one performs better.