A model that shows the stages users go through before completing a conversion. Sometimes also referred to as a consideration funnel. This is a general concept about designing marketing tactics for different stages of consumer behavior, separate from a conversion path or attribution, though those concepts will play a role in defining tactics within a conversion funnel as well.
A conversion funnel is sometimes summarized as:
- Awareness
- Consideration
- Action (or Conversion)
Depending on a typical user journey, the funnel may have additional steps that better summarize a user’s journey. It is also important to note that this is a summary concept and visualization about how different channels, tactics and messaging may be designed to influence different stages of shopping behavior. However, actual user behavior tends to be non-linear and may not follow a funnel diagram.