Funnel Mapping

Funnel Mapping is a method used to create and visualize a potential customer’s path from first learning about a product or service to taking a final action, usually purchasing.

This map details potential customers’ steps from their first interaction with your product to the final stage of purchasing or becoming a repeat customer. 1

Purpose

The primary purpose of funnel mapping is to identify and understand each step a customer goes through in the decision-making process.

It helps pinpoint where potential customers might lose interest or leave, highlighting areas that need improvement. 2

Usage

Here are some common places where funnel mapping might be used:

  • Digital Marketing: Marketers use it to see how their online ads and campaigns lead people to buy products. It helps them fine-tune their strategies to get better results.
  • E-commerce: Online stores map the steps from when someone first sees a product to when they buy it. This helps find and fix any issues that might cause people to leave without buying.
  • B2B Sales: In business-to-business sales, where selling can take longer and involve more steps, funnel mapping helps track the entire process. This makes it easier to understand where improvements are needed.
  • Software Sales (SaaS): For businesses that sell software subscriptions, funnel mapping helps understand how trials lead to paid subscriptions and how to keep customers engaged.
  • Content Marketing: This helps ensure that content (like blogs or videos) moves potential customers further toward a purchase at every stage of their journey.
  • Lead Generation: It’s used where businesses need to turn initial interest into solid sales leads, helping to pinpoint the most effective tactics.
  • Customer Experience: Businesses focused on making sure customers are happy to use funnel mapping to look at each point of interaction, aiming to make every step as good as possible.3

Example

For example, a digital marketing agency created a funnel map to track the customer journey for a new online course.

The map outlined stages starting with initial awareness raised through Facebook ads, then engagement via blog posts and webinars, then conversion through a streamlined signup page, and ending with post-purchase follow-up emails for gathering course feedback.

The agency noticed a significant dropout at the signup stage using this map.

They responded by simplifying the signup process, which led to better conversion rates.

Related Terms

References:

1. ZoomInfo. (n.d.). Funnel mapping: How to plan your sales funnel: ZoomInfo. ZoomInfo Blog. https://www.zoominfo.com/blog/sales/sales-funnel-mapping

2. Brooks, A. (2022, April 14). Top 7 funnel mapping tools to map & simulate your growth. Venture Harbour. https://www.ventureharbour.com/funnel-mapping/#what-is-a-funnel-mapping-tool

3. Verified Market Reports. (2023). (rep.). Global Funnel Mapping Tool Market By Type (Cloud Based, On-premises), By Application (SMEs, Large Enterprises), By Geographic Scope And Forecast. Retrieved April 16, 2024, from https://www.verifiedmarketreports.com/product/funnel-mapping-tool-market/.

Scroll to Top