Understanding the Conversion Funnel

A conversion refers to the specific action a business wants a potential customer to take. Most commonly, this is to make a purchase or to sign up for a service.

To help visualise the journey a customer takes from discovering a business to taking that action, we often use what’s called a conversion funnel. This funnel-shaped model illustrates how the broad audience at the start gradually narrows down, with only the most interested and qualified leads converting at the end.

As prospects move through each stage of the funnel, the number naturally decreases. Some may lose interest, find a better alternative, or decide it’s not the right fit. This is what creates the distinctive “funnel” shape.

Stages of the Conversion Funnel:

Most conversion funnels can be broken down into three main stages:

• Top of Funnel (ToFu) – This is where the awareness begins. You attract a wide audience and introduce them to your brand.
• Middle of Funnel (MoFu) – This is where interest grows. At this stage, prospects are considering their options and evaluating your offering.
• Bottom of Funnel (BoFu) – This is where the decisions happen. Here, the focus is on converting warm leads into paying customers.

The process of understanding and optimising your conversion funnel is always a work in progress. As markets shift and customer behaviour changes, you’ll need to stay engaged with your funnel, continue testing key metrics, and keep making upgrades to your tactics and content.

Learn more: https://www.semrush.com/blog/tofu-mofu-bofu-a-practical-guide-to-the-conversion-funnel/