What, exactly, is the conversion funnel?

Top of the Funnel: Awareness

Your shopper is cruising around the internet, seeking a solution to their problem, and they’ve discovered that your company might be able to supply it. This is your chance to show them you’re worth a shot—your CTA highlights your products’ features and provides links to the excellent educational content you have to share. If you play it right, these visitors will be hooked and will want to know more (and will happily move down to the middle of the funnel).

Middle of the Funnel: Consideration

Okay, you’ve made it this far—shoppers are digging deeper and this is your chance to convince them you’re the right partner. The CTA? An abundance of free information like blog posts, webinars, videos, reports, and guides, all sharing the benefits of your product and the outcomes your customers would achieve with it. This is where you show them how your product will solve your customers’ problems, not just detail its features.

Bottom of the Funnel: Conversion

This is the fun part. It’s time to close the sale. Your prospective customers add your product to their shopping carts, type in their payment information, and click “Buy Now.”