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The Art of the Conversion Funnel

The art of conversion funnel cover

What is one of the most important elements of an online marketing strategy?

Easy. Having a funnel that converts! This in fact makes it possible for us to reach our business goals easily, quickly and neatly!

What is the conversion funnel?

The funnel is the path a user takes to not only become our customer, but also a sponsor for our company.

A well-developed marketing strategy allows us to accompany the user through the funnel, from the initial to the final stage.

  • First funnel level (advertising, social media, blog)

Visitor: a user who has arrived on our website, but who may not be interested in our commercial proposal.

  • Second funnel level (advertising, social media, blog)

Lead: a visitor who is interested in the product and has provided his or her data to receive commercial information from us.

Client: the user who has already made the purchase. The loyal customer is the one who buys our product or service more than once.

  • Fourth funnel level (content marketing)

Promoter: the customer who becomes a testimonial for the company, makes the brand known by word of mouth online and offline, recommends and reviews the product or service.


What are micro funnels?

Micro funnels are very short paths built within our larger funnel, which accelerate and facilitate the user's journey.

A typical example is to offer users free content (ebooks, infographics, video tutorials, etc.) to download directly from the site, after subscribing to the newsletter.

Microfunnel route:

  1. Entering name and e-mail in the form
  2. Obtaining contact
  3. Sending free material

Important: the material we offer must always be of value to the user. Otherwise the strategy will fail in the long run.

Thanks to a micro-funnel of this type, we converted the visitor to our website into a lead, moving up a level within the funnel.


Some channels to use to create the funnel

The use we make of our communication channels must lead to the creation of several conversion funnels in relation to each other.

  • Social: on our social channel we grow a community interested in buying our products, with relevant visual content, links to new products and blog articles. We also use our social page for customer care
  • Online advertising: through advertising on Google Ads and Facebook Ads you direct the flow of users to ecommerce
  • Remarketing: with remarketing we consolidate and expand our audience
  • SEO: we optimise our ecommerce from an SEO perspective to make it appear in the first search results
  • Call to action: we use call to actions within the site to get users to subscribe to the newsletter
  • Newsletter: we create newsletters with discount offers for new subscribers


Funnel example

  • A visitor arrives at our ecommerce site. He fills the shopping cart page but does not get to checkout.
  • In Google Ads, one audience segment we decided to track is those who visit the shopping cart page but not the checkout page. Another segment we track is those who visit the product page on which our user went. By combining these two audience segments we are able to remarket our user very precisely.
  • Thanks to the adwords remarketing campaign our user comes across an advertisement in which he rediscovers the product he had placed in his shopping cart but had not purchased. He clicks on the ad and this time proceeds to purchase and subscribe to the newsletter.
  • We schedule welcome emails inviting him to make a new discounted purchase on our ecommerce. We then schedule another series of e-mails inviting him to follow our facebook page to find out about news and offers.
  • By doing so, our customer has entered the ecosystem we have created for him: it will be the task of the communication manager to make our customer become a brand promoter, listening to him, involving him, helping him and making him feel at home.

Funnel path seen above

1. Site visit --> visitor
2. Advertising --> lead and customer
3. Newsletter --> returning customer
4. Social followers --> promoters


This is one of many paths that the user can take within the funnel and that we must have thought of and prepared.

Below is a diagram summarising what we have written in this article.

If you would like to discuss the conversion funnel topic with us in more detail, write a comment or contact us privately!