Conversion funnel or conversion funnel is a term used in Online Marketing that defines the process that a user follows to achieve a goal (lead, registration, purchase, or subscription) within a specific website.
Its usefulness lies in assessing the percentage of losses that occur at each of the stages, being able to measure and optimize the processes to accompany the user throughout the funnel until a conversion is achieved.
Stages of the Conversion Funnel or Conversion Funnel
Generally, this process is divided into three different stages:
TOFU (Top of the Funnel)
It is the first stage. At this point, the user does not have the need for the service or product you offer, but has some questions or curiosity that you satisfy with your content. The way the user reaches this stage is usually through generic searches.
It corresponds to the top part of the funnel, so it is where the largest number of users are found.
The appropriate content to offer to TOFU users is blog articles that can help them learn or webinars and other free and generic resources to capture the lead.
MOFU (Middle of the Funnel)
At this point, the user has a need and evaluates different options that can help them solve it. In other words, they are a potential customer for your product or service, but they are still in the evaluation stage.
In this middle part, the funnel narrows due to the loss of users. The appropriate content includes ebooks, market studies, white papers, testimonials, or success stories that provide perspective on the options available to meet their needs.
BOFU (Bottom of the Funnel)
The user has already decided to buy our product or service. It is the narrowest part of the funnel and the closest point to making a purchase or subscription and completing a conversion.
It's time to offer product offers, news newsletters, or possible discounts or free trials to help them take the final step.
The process of guiding the user through the sales funnel is known as Lead Nurturing.