Conversion Funnel

A Conversion Funnel, also known as a sales funnel, is a visual representation of the customer journey, depicting the sales process from initial awareness all the way through to conversion.

This funnel is divided into several stages, each representing a step in the customer’s journey: Awareness, Interest, Decision, and Action (AIDA).

It helps businesses understand and optimize the path potential customers take to purchase or take another desired action.1

Visual Representation:

conversion funnel visual representation


The primary purpose of the conversion funnel is to visualize and understand the steps a potential customer takes, from becoming aware of a product or service to making a purchase decision.

It helps identify key touchpoints where potential customers can be engaged, nurtured, and converted.

This visualization aids businesses in identifying areas of improvement within the customer journey, ensuring that prospects are efficiently guided toward conversion.2

Common Stages:

The conversion funnel is divided into several stages, each representing a different phase of the customer’s decision-making process.

The common stages are:

  1. Awareness: At the top of the funnel, potential customers become aware of a product or service through various channels, such as social media, search engines, advertisements, or word of mouth.
  2. Interest: Once aware, they show interest in the product by seeking more information. This could involve visiting the company’s website, reading blog posts, or engaging with content.
  3. Desire: In this stage, potential customers evaluate the product or service, compare it with other options, read reviews, and consider the benefits.
  4. Intent: Having decided that the product might be the right choice, the customer intends to purchase. This could involve adding the product to their cart or filling out a lead form.
  5. Action: During the evaluation stage, the customer makes the final decision about whether or not to make a purchase. They might seek reassurance, check for discounts, or contact customer service for final queries.
  6. Purchase: Finally, the customer makes a purchase, completing the conversion process. This is the primary goal of the conversion funnel.


Understanding and optimizing a conversion funnel brings numerous benefits, including:

  • Increased Conversions: By identifying and addressing bottlenecks in the funnel, businesses can increase the likelihood of conversions.
  • Enhanced User Experience: Optimization efforts lead to a smoother customer journey, improving overall user satisfaction.
  • Better Resource Allocation: Insights from the funnel allow for more effective allocation of marketing and sales resources.
  • Data-Driven Decision Making: The funnel provides a framework for analyzing customer behavior and supporting data-driven strategies and decisions.3


The conversion funnel is utilized across various industries, but it is especially crucial in e-commerce and online marketing.

Marketers and sales teams use this model to:

  • Develop targeted marketing campaigns at different funnel stages.
  • Design user interfaces that facilitate smoother transitions through the funnel.
  • Create content that addresses customer needs and objections at various points in their journey.

Application in the Sales Funnel Website Industry:

The conversion funnel is a critical concept in the sales funnel website industry.

Websites in this niche are designed to guide visitors through the conversion process, from initial awareness to final purchase.

This involves:

  • Landing Pages: Creating effective landing pages that capture attention and generate interest.
  • Content Marketing: Providing valuable content that educates and nurtures potential customers.
  • Call-to-Actions: Using compelling call-to-actions (CTAs) to guide visitors to the next stage of the funnel.
  • A/B Testing: Conducting A/B tests to optimize page elements for better conversion rates.
  • Analytics and Tracking: Implementing analytics to track user behavior and funnel performance.
  • Personalization: Personalizing the user experience to increase relevance and engagement.3


An e-commerce store uses targeted social media ads to create awareness of a new product line (Awareness).

Interested users visit the website to read blog posts and sign up for an exclusive newsletter (Interest).

They receive a promotional offer via email (Decision), which encourages them to complete a purchase on the website (Action).

Related Terms:


1. Wikimedia Foundation. (2023, September 13). Conversion funnel. Wikipedia.

2. Seiler, S., & Yao, S. (2017). The impact of advertising along the conversion funnel. Quantitative Marketing and Economics15, 241-278.

3. Niegłos, K. (2023, December 29). Conversion funnel: Definition, 5 stages & examples. Landingi. 

3. Kirsch, K. (2022, February 24). How conversion funnels create a better customer journey + how to optimize yours. HubSpot Blog.

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