Each sales funnel step has an impact on customer behavior. You need to know them intimately.

By knowing each step, you can use the strategy to improve the number of people moving from one stage to another.

It could have a crazy effect on your business.

For instance, if you increase the number of people in the first 2 stages of your sales funnel, your probability of leads, and the percentage of your customers will also double. It will give you 4X new subscribers every month.

One of the most important business principles is to determine and manage the sales funnel.

Let’s dive in

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What is sales funnel?

Sales Funnel

The sales funnel is every step someone has to take to become your customer.

Let’s take a look at the brick and funnel.

People at the top of the sales funnel, walk through your store. A certain percentage of them decide to walk at the end of the funnel.

A client sees a T-shirt rack on clearance. They go through the shelf, and they are now at the funnel’s next step. Then the customer chooses four t-shirts and goes to the check-out. They’re in the last step. If all goes well, they’re going to finish the purchase and get to the end of the funnel.

This process continues for each business one way or another. Your sales funnels are:

  • Retail store
  • Sales team
  • Website
  • Email
  • Personal consultation

Any marketing channel can be part of your sales funnel. And your funnel can expand to multiple channels.

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While there are different words used to describe the phases of the sales funnel, we’re going to go with the four most common terms to explain how each stage works from consumer goes to a visitor to a lead and then in the end to customer.

The visitor comes to your website through Google search or social link. He has a chance now. The visitor can view some posts from your blog or browse your product list. At some point, you give him a chance to sign up for your email list.

If the visitor fills out your form, he or she will take the lead. You can now market to customers outside of your website via email, phone, or text.

When you contact them with special offers, go back to your website for information about new blog posts or other lovely messages. 

Maybe you can provide a coupon code.

The sales funnel gets narrow as visitors move. You have more chances at the top of the funnel than the buyers below, but you need to target your message faster to your user.

Understand four sales funnel steps

The four sales funnel stages by known AIDA are easy to remember: awareness, interest, decision, and action. These four steps will determine the mood of your prospective customer.

Each step requires a different approach from you, the marketer, because you do not want to send the wrong message at the wrong time. It is the kind of waiter who asks what you want before ordering drinks and appetizers.

See each step in the sales funnel in more detail.


It is the moment when you first catch the attention of customers. It could be a tweet, a Facebook post shared by a friend, a Google search, or something else.

Know your opportunity about your business and what you have to offer.

When the chemistry is right, consumers sometimes buy right away. It is the right place, the right time scenario. Customers have already done the research and know that you are offering something affordable and reasonable.

Most often, the awareness phase is more of a courtship. You are trying to attract the opportunity to come back to your site and get more involved with your business.


When consumers reach the stage of interest in the sales funnel, they do research, compare shopping, and think about their options. It’s time to hook them in with incredible content that helps them but doesn’t sell to them.

The goal will be to establish your expertise, help the consumer make an informed decision, and offer to help them in any way.


The decision stage of the sales funnels is when the customer is ready to purchase. He or she may be considering two or three options — hopefully, including you.

It’s time to make the best offer. It could be free shipping when you pay most of your competition extra costs, discount code, or a bonus product. Whatever the case may be, make it irresistible that your lead can’t wait to take advantage of it.


The customer acts at the very bottom of the sales enclosure. He or she buys your product or service and becomes part of the ecosystem of your business.

Just because the consumer reaches the bottom of the funnel, it doesn’t mean your job is done. Action is for both the consumer and the marketer. You want to do your best to turn a purchase into 10, 20, and  100, and so on.

In other words, you’re focusing on customer retention. When consumers reach the level of interest in a sales funnel, they research, compare, and think about their options. It’s time to burst in with incredible content that will help them, but not sell them.

An example of an effective sales funnel

Imagine that you own an online business that sells vintage signs. You know that your target market is hanging a lot on Facebook, and your target clients are men and women aged 25 to 65.

You are running a great Facebook ad that drives traffic to the landing page. On the page, you will be asked for your chance to sign up for your email list instead of the lead magnet. Very easy, right?

Now you have leads instead of opportunities. They are moving through the funnel.

Over the next few weeks, you will be educating your customers about vintage signs, sharing the design spirit, and helping customers figure out how to hang these signs.

At the end of your email, you will receive a 10 percent coupon on each customer’s first order. Bang! You are selling old vintage signs like crazy. Everyone wants to sell what your selling.

Next, you add the same subscribers to the new email list. You start the process again, but with different content. Give them ideas for gallery walls, advise them on how to look after their signs, and suggest signs as gifts. You are asking them to come back for more.

Then you have it:

  1. Awareness: You have created a Facebook ad to get people to your website (for the benefit).
  2. Interest: You offer something valuable in exchange for lead extraction.
  3. Decision: Your content informs your audience and prepares them to buy.
  4. Action: You offer a coupon that does not face your opposition, and then start digital marketing them again to increase retention.

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How To Build A Sales Funnel Faster

You are currently staying, aren’t you? You want to build a sales funnel now – and fast. Do not worry. It’s not as difficult as it seems.

Step 1: Analyze the behavior of your audience

The more you know about your audience, the more effective your sales funnel will become. You are not digital marketing to everyone. You are advertising to the right people for the goods you are selling.

Where do they click? When do they scroll? How much time do they spend on a particular page? All of these data points can help you improve your buyer persona.

Step 2: Get your audience’s attention

The only way to have your sales funnel if you can attract people. It means putting your content in front of your target audience.

Manage tons of organic content and content on all your platforms, such as infographics, videos, and other types of content.

If you are willing to spend more cash, run some advertising. The ideal position to execute those ads depends on where your target audience hangs. If you are selling B2B, LinkedIn Ads may be the right solution.

Step 3: Create a landing page

Your ads or other content should take your lead elsewhere. Ideally, you should direct them to the landing page with an offer which they can’t miss.

Since these individuals are still low in the sales funnel, focus on capturing leads rather than pushing sales forward.

The landing page should guide the visitor to the next step.

You need a bold call to action, which tells you correctly what to do if you are downloading a free e-book or watching an instructional video.

Step 4: Create an email campaign

Market your leadership via email by providing excellent content. Do this regularly, but not too often. One or two emails a week will suffice.

Understand your market first, and increase sales. What do they want to learn? What obstacles and objections must be overcome to persuade to buy?

At the end of your email campaign, make an incredible offer. It is content that inspires your actions.

Step 5: Stay in touch

Don’t forget about your current customers. Instead, continue to reach out to them. Thanks for their purchase, provide additional coupon codes, and add them to your social media area.

Measuring the Success of a Sales Funnel

Your sales may need tweaks as your business grows, you learn more about your customers, and you diversify your products and services. That’s all right.

The best way to measure the success of your sales funnel is to track your conversion rates.

For example, how many people sign up for your email list after clicking on a Facebook ad?

Pay close attention to each step of the sales funnel:

  • Are you attracting enough users’ attention with your original content?
  • Do you have customer’s trust that they can provide you with their contact information?
  • Have you secured purchases from your email campaign and other marketing efforts?
  • Will existing customers come back and buy from you again?

Once you know the answers to these questions, you will know how to change your sales funnel. 

How to optimize your sales funnel

You can optimize your sales funnel in many ways. The most important places to focus your attention are on the areas where customers go to the next location in the funnel.

We talked about Facebook advertising. Do not run a single statement. Run 10 or 20. They are very similar, but lead them towards different buyers and use Facebook’s target features to see those ads appear in front of your target audience.

A / B tests your landing pages. It will take time, but you will reach more people and make opportunities stronger.

You can also test your email campaigns. Change your language, images, offers, and layout to see how your audience responds.

The best way to optimize your sales funnel, however, is to focus on the results.

Start at the top of the funnel. You are creating paid or organic content to track your brand and encourage people to click on your CTA. 

If part of the content does not work, try something else.

Go to your landing page. Make sure offers and CTAs mimic the content of your blog posts or Facebook ads or any other asset you use to drive traffic.

Examine your title, body copy, image, and CTA to find out which one is best.

When you ask people in the action stage to buy from you, A / B tests your offer. Is free shipping better than a 5 percent discount? These little things can make a huge difference in your income.

Finally, keep track of your customer’s retention rate. Do people come back to you from the second, fifth, and twentieth times? Do they refer to their friends?

Your goal is to remember your brand. If you never disappoint your audience, they have no reason to look elsewhere.


It takes time to build and optimize sales funnel. It is hard work. But it is also a way to survive in a competitive market.

Believe it or not, small font selection as an option affects conversions. And if you ask people to buy from you very quickly, you will follow them.

Take the time to create a sales funnel that shows you what you want and what your audience wants. 

Create it over time, adjust your approach to the various sales funnel stages, and find out why your efforts did not work.

There is no substitute for raw data, and you don’t want to use someone else’s audience and build your sales funnel. It should be exclusively yours.