The conversion funnel describes the individual phases that the target customer goes through on his journey to the final conversion. Anyone who falls into the overturned funnel as an anonymous prospect at the top comes out again as a customer at the bottom – or else jumps out prematurely.
Unlike in classic funnel models (marketing funnel/sales funnel), however, the target customer is not simply “pushed” down. Instead, there are many customers who “cross-enter”, i.e. skip the first phases.
Within the individual phases, all ambiguities and doubts to which the potential customer is exposed in the course of his journey are eliminated as far as possible. However, the timing is important, because customers ask different questions in each phase. And a single conversion funnel is not always suitable for all target customers.
The conversion funnel is used primarily in e-commerce and in the SaaS business.
Goals and KPIs
The task of the conversion funnel is the permanent “processing” of potential customers with precisely fitting content. The goal of each individual phase is for the customer to reach the next phase (“transmission”).