The Marketing Funnel
January 24, 2022


The term “funnel” is used to represent the path to your audience takes to buy, with some leaving this trail, deciding not to buy, and others continuing all the way to the checkout. The funnel reflects the narrowing of your potential leads down to the most promising ones over this journey.

At the top of a marketing funnel, you have many potential leads. As your customers move from gaining awareness of your brand to considering a purchase, to making their final decision to buy or not, the number of potential leads decreases. The likelihood of these leads continuing all the way to the checkout is higher, as they have already committed to the initial stages of their decision.

By the time your audience gets to the bottom of the funnel, you will be left with the small portion of potential leads that actually converted to a purchase and have become fans of your brand. Now let’s match the stages with different channels…

Depending on the size of your audience, this could be any number of people. The goal of conversion optimisation and visualising your customer journey as a funnel, is to strengthen the ares where your potential leads are dropping off, so you have more of them getting all the way to the bottom and boosting your revenue.


  • Awareness: To communicate a benefit, and tell them about a brand product, event, or offer.
  • Interest: To increase emotional engagement.
  • Consideration: To bring your company to the forefront of the choice.
  • Conversion: To convert intent into action.
  • Retention: To make the consumer feel special and increase the chances of recommendations.