From Viewing Ads to Buying: What is a Sales Funnel
When we shop online, we take roughly the same steps: from searching for a product to placing an order. This path was developed by internet marketers — it is called a “sales funnel.” In this article, we explain in simple terms what this term means, what types of funnels exist, and how they differ.What is a sales funnel
It seems that when we buy something, we perform simple actions: look and buy. In reality, this process is usually much more complicated: first, information about the product is collected, then several options are selected and compared in different stores, and only then the purchase is made.
A sales funnel is the longest path a buyer takes before purchasing a product. The funnel starts working the first time a consumer touches a product: viewing an ad or a search line, reading an article, or getting advice from a friend. Every stage is important here, so marketers carefully study the indicators, analyze people's behavior, and immediately take action if the results begin to decline.
A funnel can not only increase sales, but also increase social media marketing service customer loyalty. And most importantly, this tool shows why customers leave, whether the strategy works, and what mistakes need to be corrected.
Sales Funnel Stages
At each stage, some people are eliminated, but at the same time, the consumers most interested in this product reach the finish line. That is why the shape of the funnel narrows at the end.
Let's look at an example: 5,000 users were searching for online courses on time management and saw a contextual advertisement for an educational platform. About 500 people went to the site after viewing the advertisement. Of these, 50 buyers added the course they liked to their cart, but then 45 changed their minds or found cheaper courses, and only 5 made a purchase.
The main task of a marketer is to interest as many people as possible and motivate them to make a deal.
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What types of sales funnels are there and how do they differ?
Funnels for working with "hot" clients who are already familiar with the brand and with "cold" clients who are visiting the store for the first time will be different. In the first option, the "interest" stage can be omitted: if these are products that are in high demand.
And also, on the contrary, if the product is complex and designed for a narrow audience - for example, spare parts for a certain industry, then you will need to work on increasing interest. Usually in such a situation, content is used - expert publications in well-known publications or blogs that are most often read by the leaders of this field. In this case, the funnel will be as follows:
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