The stages of the funnel
- Top of funnel (awareness): people discover you through search, social media, ads or content.
- Middle of funnel (consideration): they compare options, read guides and case studies, and sign up for emails.
- Bottom of funnel (decision): they ask for a quote, book a demo or buy.
- After the purchase: onboarding, repeat purchases and referrals.
Marketing for each stage
- Top: SEO content, social media posts, video and display ads.
- Middle: email nurturing, webinars, comparison pages and remarketing.
- Bottom: landing pages with a clear offer, reviews, pricing and quick follow-up.
Measuring the funnel
Track how many people move from each stage to the next, such as from visitor to lead and from lead to customer. The stage with the biggest drop is usually the best place to improve. Real journeys aren’t perfectly linear, so use the funnel as a planning tool alongside customer journey data.
Funnel example
A language school builds its funnel like this. Top: a blog post on “how long to learn Spanish”. Middle: a free level test and an email series with study tips. Bottom: a discount on a trial lesson, offered to those who finish the test. After purchase: a progress email after two weeks and a request for a review. Each step has one goal and a number: visits, test completions, bookings, repeat students.
Funnel metrics
| Stage | Metric to watch |
|---|---|
| Top | Visits from search, social and ads; new visitors |
| Middle | Email sign-ups, return visits, content engagement |
| Bottom | Enquiries, trials, bookings, conversion rate |
| After purchase | Repeat rate, reviews, referrals |
Funnel mistakes
- Putting hard sales messages at the top, or only awareness content with no next step.
- Treating the funnel as a straight line when people move back and forth.
- Not measuring the step with the biggest drop-off.
- Forgetting the stage after the sale.
Funnel FAQs
What is top of funnel?
The awareness stage. See top-of-funnel marketing.
How do I move people down the funnel?
With helpful content, clear calls to action and follow-up. See lead nurturing, remarketing and the customer journey.