Funnel
Conversion and UX
Conversion and UX
A funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
Classically: awareness, interest, consideration, action. In practice you mainly use it to see where people drop off — for example 80% of visitors reach the pricing page, but only 3% complete the form.
Real customer journeys don't run neatly top to bottom. Use the funnel as a measurement structure, not as a description of behaviour.
Related terms
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- Customer journeyThe customer journey is the route someone travels from first contact to customer and beyond, including every touchpoint along the way.
- AttributionAttribution assigns the value of a conversion to the channels and touchpoints that preceded it.