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FunnelTerm

Funnel

funnel · sales funnel · marketing funnel

Funnel - the customer’s path from the first contact to the purchase: awareness → interest → consideration → decision → action.

Funnel is a funnel, a customer’s path from first contact with a brand to purchase. Classic model: awareness (learned about the brand) → interest (interested) → consideration (compares options) → decision (decided) → action (purchased) → retention (repurchased).

Each stage has its own metrics and tools: - Awareness: ad impressions, social media reach, CPM - Interest: clicks, time on site, CTR - Consideration: add to cart, download price list, lead-magnet - Decision: enquiry, callback, registration (CPL/CPA) - Action: buy (ROAS) - Retention: repeat purchase (churn, LTV)

I work with the funnel according to the principle “each step is a separate hypothesis.” If everything is ok in awareness (there are impressions), but in interest it sags (low CTR), then you need to change creatives. If the interest is ok, but the decision is weak, the problem is in the landing page.

The main mistake marketers make is to optimize only the top part of the funnel (impressions, clicks), forgetting about the bottom. I see this in client cases: a lot of traffic, few sales. The solution is to go through the entire funnel and find the weak link.

Frequently asked questions about Funnel

What is a sales funnel?+
A funnel is a sequence of steps that a client goes through: learned about the brand → became interested → compared → decided → bought → bought again. At each step, part of the audience falls off - hence the shape of the funnel.
How to find the weak point of the funnel?+
Break the funnel down into steps and calculate the conversion between each. Where the biggest failure is, there is a problem. For example, if the CTR is 3%, but the CR of the landing page is 0.5%, the problem is not in advertising, but in the landing page.
How many touches do you need before purchasing?+
Depends on the niche. In e-com with a check up to 5,000 ₽ - 2-3 touches. In B2B SaaS with a check of 500,000 ₽ - 7-12 touches in 2-4 months. The higher the bill and the more complex the product, the longer the funnel.

Related terms

MQLSQLLead-genConversion Rate

Where is it understood in practice?

NEMIFIST: Telegram channel from scratch, integration and 1,022 leads via Senler

5 min reading

What do I do when a performance campaign doesn’t work: 6-step checklist

9 min reading

Need to set this up on your project?

I analyze metrics, calculate unit economics and collect funnels on real budgets. 30 minutes on call - free.

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