Conversion Funnel
The stages a potential customer moves through from first awareness to making a purchase or completing a goal.
Full definition
The conversion funnel describes the journey from initial awareness to final conversion, typically represented as a narrowing funnel because fewer users advance through each stage. Standard funnel stages: Awareness (user discovers the brand or product), Interest (user engages with content or product information), Consideration (user evaluates the product against alternatives), Intent (user signals purchase intent — adding to cart, requesting a quote), and Conversion (user completes the goal). Digital marketing campaigns should be tailored to the funnel stage: display and social ads for awareness, content and search for consideration, retargeting for intent, and optimised landing pages for conversion.
Real-world example
A software company runs display ads to build awareness, SEO content to capture consideration searches, and retargeting ads with a discount offer to convert users who visited the pricing page.
Related terms
A framework representing the stages a prospect goes through from initial awareness of a brand to becoming a customer.
Read definitionAdvertising to users who have previously visited your website or interacted with your brand.
Read definitionThe average cost spent on advertising to acquire one customer or conversion.
Read definitionA standalone web page designed with a single focused objective — typically to convert visitors from a specific ad or campaign.
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