Funnel or Conversion Funnel – What is the funnel or conversion funnel?

Funnel or conversion funnel is a term used in Online Marketing that defines the process that a user follows to achieve an objective (lead, registration, purchase or subscription) within a specific website. Its usefulness lies in assessing the percentage of losses that occur in each of the phases, being able to measure and optimize the processes to accompany the user throughout the entire funnel until a conversion is carried out.   

Stages of the Funnel or conversion funnel

Generally, this process is divided into three different stages:

TOFU (Top of the Funnel)

It is the first phase. At this point, the user does not have a need for the service or product you offer, but has a question or curiosity that you satisfy with your content. The way the user reaches this phase is usually through generic searches. It corresponds to the top of the funnel, so it is where the largest number of users are found. The content to be offered to TOFU users are blog articles that can help you train or webinars and other free and generic resources with which to capture the lead. 

MOFU (Middle of the Funnel)

At this point, the user
In this middle part, the funnel narrows due to the loss of users. The appropriate contents are ebooks, market studies, white papers, testimonials or success stories with which to give you a perspective of the options with which to cover your need.</b

BOFU (Botton of the Funnel)

The user has already decided to buy our product or service. It is the narrowest part of the funnel, and is the closest point to you making the purchase or subscription and converting. It is time to send you offers on our product, a news newsletter or possible discounts or free trials that will help you take the last step. 

The process of guiding the user through the sales funnel is known as Lead Nurturing.