![]() Sometimes called a “purchase funnel,” the AIDA model expands on the basic three-stage structure.Īttention: In addition to blog posts and social media, you can use targeted ads to draw visitors to your website. Attract them with quality blog posts or through social media.Ĭonsideration: Use that great content to entice your new visitors to sign up for your newsletter.Ĭonversion: Now that prospects are familiar with your brand, persuade them to make a purchase by offering a discount code for first-time buyers. ![]() Three-Stage Marketing FunnelĪwareness: Get visitors to your website. Let’s explore some of the most common models. There are several conversion models you can use to suit your business needs, ranging from a simple three-stage funnel for smaller operations to complex, multi-stage sales funnels for enterprise-level companies. While some conversion funnels are simple, others can be incredibly complex. Those leads were then passed further down the funnel to the sales team. HubSpot started off with the traditional conversion funnel structure, using marketing efforts to serve as the top of the funnel. Let’s see what this looks like visually in the examples below. Help them convert by making it easy to purchase, offering a trial, outlining pricing, or sending a discount for their abandoned shopping cart. A prospect is here right before they purchase, which means you've given them good information and relevant touchpoints. They may sign up for your email newsletter, follow you on social media, or download guides and templates.īottom of the funnel (BOFU): This is the conversion phase. The potential customer knows about your brand and engages with it in order to learn more. Middle of the funnel (MOFU): This is the consideration phase. A potential customer enters the TOFU when they engage with your brand, oftentimes through your website, an ad, an email, or social media. Top of the funnel (TOFU): This is the awareness phase. The top-middle-bottom funnel is a classic model used by sales teams, which focuses on sparking interest, informing potential customers, convincing them to purchase, and building loyalty so they become repeat buyers. Let’s take a closer look at each stage of this process. That said, most funnels have similar points that ultimately lead to conversion. ![]() That way, you can meet potential buyers where they are and entice them to convert. So if you know the different ways people enter your funnel, you can optimize for those entry points. The outcomes for Customer A and B are essentially the same, but the journeys and touchpoints are different. Here's how your customers' journeys can differ.Ĭustomer A sees and clicks on your banner ad, visits your blog, reads an article, signs up for your newsletter, gets a discount email, and purchases a cookbook.Ĭustomer B sees your cookbook in a bookshop, buys it, makes the recipes, visits your blog, and subscribes to your newsletter. Let's say you're a food blogger who sells cookbooks. Unlike the generalized, linear conversion funnel, customer journey maps show the individual and circuitous paths people take from the moment they discover your brand to the time they make a purchase. The customer journey complements the conversion funnel, but it's not the same thing. The focus is on providing such a great experience within the customer journey that you convince them to convert.īefore diving into the details of how to analyze and optimize your funnel, we need to talk about an important aspect of this process: the customer journey. That's why every funnel should be designed for how your customers buy, not how you sell. It also lets you organize leads into categories and create customer touchpoints that can entice each group to convert. Understanding how people flow through your conversion funnel is essential to being an effective marketer or salesperson because it helps you engage leads, answer questions about your business, and address concerns. This conversion process is called a funnel because companies often have more leads than they do customers, making the top of the funnel a larger pool of people than the bottom. As they learn more about your business, they move down and get closer to purchasing your product or service. As a salesperson, you guide people through the funnel in order to convert them from potential buyers into customers.Īll leads begin at the top of the funnel. A conversion funnel, sometimes called a sales funnel, is a term used to describe the different stages of the buyer’s journey potential customers go through before they take the desired action (i.e., convert).
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