A marketing funnel describes the path from a broad audience to a specific business result. It helps identify the stage at which a company is losing potential customers.
Top of the funnel
The goal is to create a relevant first contact through search, advertising, social media or content.
Middle of the funnel
The user studies the offer and compares alternatives. Expert content, case studies, service pages, video and remarketing work particularly well here.
Bottom of the funnel
The user is ready to act. Price, terms, trust, the form, phone contact and landing-page quality have a particularly strong impact on conversion.
After the enquiry
Marketing does not end when a form is submitted. Response speed and lead-handling quality affect the final cost of acquiring a customer.
Key metrics
CTR and CPC
They help diagnose traffic acquisition.
Conversion rate and CPA
They show how traffic turns into target actions and how much those actions cost.
Sales and CAC
These connect a marketing enquiry with the real economics of customer acquisition.
How to improve the funnel
Find the weakest link. Increasing the advertising budget makes little sense if the real problem is the landing page or the way enquiries are handled.