Conversion funnel: know its stages, how it is different from the sales funnel and how to create one for your brand

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This Digital Marketing practice helps you guide your actions efficiently towards the results you expect to obtain.

In this article, we tell you everything you need to know about the conversion funnel, how to create it, the best strategies you can use at each stage of the funnel, and we show you the difference with the fusion database digital sales funnel. Join us!

What is the conversion funnel?
What is the difference between a conversion funnel and a sales funnel?
Why should we use a conversion funnel?
What are the stages of the conversion funnel?
How to create an effective conversion funnel in 3 steps?
Digital Marketing Strategies for Each Stage of the Funnel
Recommendations to take into account in your funnel
What is the conversion funnel?
The conversion funnel, also known as the conversion funnel, is a methodology used in digital marketing to try to determine the steps a user has to follow to achieve a goal.

This objective, i.e. conversion , can be, for example, downloading relevant material or registering for the next webinar.

The conversion funnel will help you identify the flow of users who access your platform and progress until they achieve the determined objective, so that the process of generating business opportunities can be increasingly optimized .

What is the difference between a conversion funnel and a sales funnel?
Despite the great similarity, the conversion funnel is not the same as the sales funnel , although in many cases it is common to use them as synonyms.

When we talk about a funnel or conversion funnel, we are referring to an objective that is not necessarily a purchase, but rather just an action.

The sales funnel includes the path a user follows from their initial contact until the purchase is made .

On the other hand, the conversion funnel includes the user's path from their first contact to the conversion, that is, the objective proposed by your business , which can be any action within your website or blog.

As you can see, they are two similar concepts. The difference between the conversion funnel and the sales funnel is that in the first the objective is not the sale itself, while in the second it is.


Why should we use a conversion funnel?
Basically, a conversion funnel helps you direct your actions on your website or blog towards the results you are looking for. It allows you to make a plan so that you can achieve more and more conversions.

Check out some of the most important reasons:

You simplify the user's path to conversion, which means you optimize your work to achieve faster results;
Your blog or website will be built to generate conversions . All your actions will have the goal of conversion in mind;
You focus on users who are most likely to convert, offering a more personalized experience ;
you understand your users better and can use the data generated to further optimize your future actions;
You get better results from your investments because you have a goal in mind.
What are the stages of the conversion funnel?
The stages of the conversion funnel are not very different from those of the sales funnel, only the objective varies.

Discover them!

TOFU
Known by its acronym in English: Top of the funnel , the top of the funnel is the first contact users have with your website or blog . At this stage, the main objective is to capture the reader's attention so they can begin their path to conversion.

MOFU
MOFU stands for Middle of the funnel . This stage is also known as the middle of the funnel and consists of delivering content to the reader to direct them towards conversion.

This type of content is usually more in-depth and clarifies the reader's doubts in more detail, even offering some alternatives that can help solve a problem.

BOFU
The last stage of the conversion funnel is the BOFU or Bottom of the funnel . Here the content must promote the conversion, with a CTA that promotes the action we are looking for.

However, efforts should not be focused on the CTA ; all content should prepare the reader to perform the action we are looking for , that is, conversion.

Throughout the text you must guide them along the path towards the solution, which is the objective you wish to achieve, so that when they find the conversion opportunity, they do so without thinking twice.

How to create an effective conversion funnel in 3 steps?
Here are 3 tips to help you create a truly productive conversion funnel:

1. Identify the objective
The first step in creating a conversion funnel is to clearly identify what objective you want to achieve . It may seem obvious, but when this is not clearly defined from the beginning, as you progress you can lose focus, contaminate your main objectives with other secondary ones and make the process somewhat confusing.

So, specify what conversion you want to achieve . It could be that the user subscribes to your website, downloads a rich material, subscribes to an event, shares your website, etc.

If you have more than one objective, you need to create several conversion funnels. One for each goal you want to achieve.

2. Determine the stages of the process
We list the 3 main stages of the conversion funnel, however, these stages can be subdivided according to your users.

The goal is to have fewer stages over time so that the conversion is more direct , but if your blog or website is already up and running, you should already have an idea of ​​the path that users follow towards the objective, you just need to do an analysis.

The first question you can ask yourself is where your visitors are coming from, so you can focus your efforts on attracting them in that way.

Secondly, you need to understand what percentage of people move on to the next level and what path they have followed . You need to find out which strategies you have used that have been most effective so that you can continue to work on and optimize them.

3. Measure users at each stage
Along the path of your conversion funnel, you can ask users to make small conversions so that they leave you signals that you can measure. This way, you will know what helps you most to guide them on the right path.

Evaluate the users who reached you and those who converted . Try to evaluate the paths they followed and optimize it more and more so that it gives you better results.

Just as the sales funnel does not end when a sale is made, the conversion funnel does not end with the conversion.

Remember that the goal is to create an increasingly stronger bond so that the user eventually becomes a customer. That's why you must constantly work on each cycle.

Digital Marketing Strategies for Each Stage of the Funnel
Now that you know how to create an effective conversion funnel, we will show you some digital marketing strategies that you can use at each stage.

Strategies for TOFU
At this stage, the goal is to capture the attention of the user browsing the Internet. To do this, you must know where most of your buyer personas come from and invest in that source.

Social networks
Sharing your content on social media can help you increase traffic to your domain . If you don't already do this and want to increase your audience's visits, you can start sharing your content at different times to try to attract the attention of the audience you want to reach.

Participating in groups where the topic you cover is discussed can also be a good idea. And when someone has a question about a topic you have covered in your domain, you can provide the clarification they are looking for and add a link to your content if they want more information.

This is a job that requires care, however, it brings very good results, not only to attract more traffic , but also to increase the authority of your brand.

However, you should be careful to share content only when it is actually useful to the user . Be careful not to