什么是转化漏斗？完整指南

转化漏斗是客户从初始意识到所需行动（转化）旅程的可视化表示，展示用户在完成购买或目标行动之前如何经历各个阶段。

Content and Creative

Consider the most recent thing you bought online. You likely did not buy immediately. You may have encountered an ad and visited the webpage, glanced at prices, read reviews and then made a purchase at last. That whole journey is what a conversion funnel maps and helps you optimize. In a Databox survey, about 30% of respondents said a funnel conversion rate of 3.1% to 5% is good; that is an opinion poll rather than a benchmark, and rates vary widely by business. The top businesses achieve much higher rates through strategic optimization.

Here's what's interesting: 79% of marketing leads never convert into sales, according to MarketingSherpa research cited by HubSpot. But this isn't necessarily bad news. A good funnel will filter out leads that are not a good fit and nurture the ones that have the potential to bring you business.

What are the key stages to your conversion funnel?

Any good conversion funnel makes sense intuitively, but the specifics vary a great deal based on your industry, the complexity of your product, and your target audience. The classical model has four main stages and builds on the AIDA model, which is commonly attributed to E. St. Elmo Lewis around 1898; the linked Amazon Ads guide notes only that the funnel concept is more than 100 years old.

Top of the Funnel (TOFU): Stage of Awareness

This is because the awareness stage is the first time a prospect is hearing of your brand. 84% of shoppers begin their online product searches on digital channels that aren't a brand's owned website, according to eMarketer data from October 2020 cited in Amazon's marketing research. This means that your approach to making people aware of you has to be varied.

Prospects aren't even in a buying mindset at this point. They're only trying to learn something new or get a better understanding of their issue. You should be more about teaching than selling. Blog posts that answer other people's frequently asked questions, infographics that describe concepts in your industry, or videos that demonstrate how to solve problems are great options.

At this stage, the thing to watch most closely is reach, or how many people in your target audience are actually seeing the content that you post. But reach that doesn't matter is just expensive noise. You want to court more than just anyone with a pulse, you want to woo the kind of people who fit your ideal customer profile.

Middle of the Funnel (MOFU): The Consideration Stage

Here's where it starts to get really interesting. Your prospects are now problem aware and in search of a solution. They're scoping your competitors, reading reviews and maybe even stalking your LinkedIn page to see if you're legit.

Marketing messages should educate customers about a problem, raise an interest, or answer a question during this critical evaluation stage. You can in turn show off your knowledge and earn trust through detailed guides, case studies, webinars and product demos.

At the consideration stage, a lot of businesses make a huge mistake: they try to sell too hard and too fast. Instead, focus on providing actual value. Fully and completely answer their questions. Narrate the success your customers have experienced. Provide them with all the information they need in order to make an informed choice.

Bottom of the Funnel (BOFU): Decision Stage

It's time to make a choice. Your leads are all warmed up and ready to take action, but they need one final nudge. This is how conversion optimization works so well. Every element of your landing pages, every word of your call-to-action, every detail of your checkout process could make or break a sale.

The conversion stage is about getting people to buy something because they believe that the brand they've settled on is the best way to solve their problem. Here's where social proof is super-charged. You can make people feel like there's less risk with testimonials, reviews, case studies, and trust badges.

Post Sale: Support and Loyalty

Intelligent companies do more than simply sell stuff. Acquiring a new customer can cost five to 25 times more than keeping an existing one, according to Harvard Business research (a 2014 Harvard Business Review article, as cited by the linked Invesp page), so the loyalty phase is particularly crucial for driving long-term growth.

This stage is entirely about providing your customers with great experiences and more motivation to purchase from you again or spread the word about your brand. Email sequences, loyalty programs, opportunities for upsells, and referral systems are all extremely important here.

Real-world conversion funnel success stories across multiple industries

Here are some examples of how very different businesses have improved their funnels.

E-commerce: Residence Supply's product page transformation

Residence Supply, a brand selling handcrafted lighting and hardware for modern homes, attracted plenty of website visitors but struggled to turn them into buyers. It wanted to revamp its product pages, but rewriting them by hand was a big task.

They used OptiMonk's Smart Product Optimizer (now called Smart Product Page Optimizer) to rewrite product page copy with AI. What happened? According to OptiMonk's case study, the conversion rate rose 17.4%; the often-quoted 3.1% revenue uplift could not be verified because the case study is no longer online, and the linked OptiMonk page is a roundup that does not include this case. Small changes in how a product is presented can have a real impact on how well your funnel works.

SaaS: Thinkific's landing pages strategy

Thinkific, an online course platform, took a much different approach. To create more than 700 landing pages in under two years and to test and refine tactics to reach different groups of customers, Thinkific turned to Unbounce's testing platform.

The results were impressive: those 700-plus landing pages generated more than 150,000 conversions. Even more impressive were 50% conversion rates on webinar landing pages, and an online summit drew more than 10,000 registrants (Unbounce, 2020).

B2B services: Later's gated content strategy

Later, a social media marketing platform, had to keep finding leads for their sales funnel. They had great marketing materials and content but they couldn't seem to make them work effectively.

Later achieved an average conversion rate of roughly 60% across its landing pages and collected more than 100,000 leads from its gated resources (Unbounce, 2019). It's an example of how powerful an engaged content plan can be when structured for action.

Essential tools and resources for optimizing your funnel

Success for your conversion funnel depends on the tools you employ to get optimal performance. Here's what the pros use to create, monitor and optimize their funnels.

Platforms for analytics and tracking

Google Analytics 4 is still the primary tool for most marketers, and for good reason: it's free and incredibly useful. You can tell exactly where users drop off with your funnel exploration features, and the new AI-powered insights can surface patterns you might not have thought to look for.

Contentsquare (formerly Hotjar) and Mouseflow help you understand user behavior at a much deeper level of detail. With Mouseflow's funnel analysis tool, you're able to act fast, whether you're trying to optimize the checkout funnel or make the onboarding process smoother. Session recordings let you follow real users as they navigate your site, revealing problems that the numbers alone can't show.

Software for building funnels

ClickFunnels is one of the best-known funnel builders. The often-quoted claim that it holds 55.8% of the market share for sales funnel software could not be traced to a primary source. Plans start at $97 a month ($81 a month billed annually), and the drag-and-drop interface and pre-made templates help you get up and running quickly.

GetResponse is an affordable option for cost-conscious small businesses. Its Conversion Funnel feature lets you build everything from a social media campaign to a landing page, a webinar and email automation. Pricing starts at $19 a month for the Starter plan, but the sales funnel feature requires the Marketer plan, from $59 a month.

Systeme.io is something in which startups in particular should see the potential, because the free plan allows you to build funnels, do email marketing, and manage affiliates. Perfect for testing out funnel ideas before you invest in costly tools!

A/B testing and optimization

Unbounce and Optimizely are strong tools for anyone serious about conversion optimization. In Unbounce's 2018 analysis of more than 18,000 landing pages, Single call-to-action pages (pages with a single link) had an average conversion rate of 13.50%, and testing different approaches can push that number further.

The psychology behind high conversion funnels

Understanding the psychological triggers that drive conversions can give you an unfair advantage. People don't often decide logically, they decide from their gut and use logic to justify afterward.

Trust signals and social proof

Social proof remains one of the most potent tools to make people take action. In a 2018 study of B2B buyers by G2 and Heinz Marketing, 67% wanted to see a good mix of positive and negative reviews, according to research findings, and 72% said negative reviews provide depth and insight into a product. Being authentic matters more than being perfect.

Timing is also important. In the same study, 65.7% of B2B buyers found reviews from the last three months very valuable, but that figure fell to 45.3% for reviews three to six months old. Keep the reviews and testimonials on your landing pages current.

Scarcity and urgency

Scarcity and urgency can hugely boost conversions, but it has to be fair application of the method. False scarcity and false exclusivity will make people not trust you, which is the last thing you want to do to your brand. That sort of actual scarcity, limited seats in a class, say, or actual inventory constraints, creates urgency to act right now.

The choice paradox

Having too many choices can make it hard to choose. The paradox of choice is associated with Barry Schwartz's research (his 2004 book The Paradox of Choice; the link itself points to a 2010 Harvard Business Review article on the consumer decision journey). The best-known evidence is Iyengar and Lepper's 2000 jam study, in which about 30% of shoppers who saw 6 jams bought one, versus 3% of those who saw 24. It's also why many SaaS companies highlight one "recommended" plan, even if they offer several.

Key metrics that actually matter for funnel optimization

You can't manage what you don't measure, but measuring all the things is just as bad as measuring none of it. Focus on metrics that matter and drive real results.

Conversion rate by source

In WordStream's 2014 analysis of Google Ads accounts, the average landing page conversion rate was 2.35%, while the top 25% converted at 5.31% and above and the top 10% at 11.45% or higher. What's most important is to track conversion rates by traffic source. For example, you might discover that organic search converts at 5% and social media at only 0.5% (hypothetical figures).

Customer acquisition cost (CAC)

According to a 2014 Harvard Business Review article, as cited by the linked Invesp page, acquiring a new customer can cost anywhere from five to 25 times more than keeping an existing one. When you know your CAC by channel, you can invest in the most cost-effective ways to acquire new customers.

Time to conversion

B2B sales can take months to close, yet an e-commerce purchase made on impulse can happen in minutes. In a 2017 Ascend2 survey of 260 marketers, about 45% said their companies mainly have complex, long-cycle sales, which calls for additional nurturing; the figure is often misquoted as 45% of all sales and does not appear on the linked page of industry studies. If you're aware of your baseline, you know when something goes wrong.

Drop-off rates at every stage

This shows you where you're in the best position to improve. If 80% of leads are falling off between the time they become aware of your solution and the time they actually express interest, then your top-of-funnel content isn't working. Are you losing them somewhere between interest and decision? You likely need to focus more on your middle-funnel nurturing.

Common funnel mistakes that kill conversions

Even savvy marketers do things that wind up costing them money. These are some of the most common funnel killers.

Optimizing the wrong stage

Directing cold traffic to a pricing page is much like proposing marriage on a first date. Ensure your message is appropriate to where your decision-makers are in the process. When people step into the top of the funnel, they come to learn, not to be sold to.

Ignoring the mobile user experience

In US data from Statista (around 2020 to 2021), 71% of retail site visits came from smartphones and 27% from desktops, according to mobile usage data. Nevertheless, a lot of businesses still focus primarily on desktop. Mobile doesn't convert as well as desktop, but it gets the majority of traffic, and that gap represents a tremendous amount of untapped potential.

Analysis paralysis

In MarketingSherpa's 2012 benchmark research, 68% of B2B marketers had not identified their marketing-sales funnel, and many companies still struggle to measure sales funnel performance. Perfect data isn't required to get better. Begin by addressing the low-hanging fruit, such as broken forms, confusing navigation and lackluster calls to action. You can then progress to more advanced testing.

Forgetting about people

Every click represents a real person with real problems. As CXL, the conversion optimization company founded by Peep Laja, puts it in its user-testing guide: "every 'mistake' a user makes is not because they're stupid, but because your website sucks." Rather than adding steps, strive to make things easier for users.

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"The future of conversion optimization lies in understanding the complete customer journey across all touchpoints, not just individual funnel stages. Businesses that master this holistic approach will see exponential growth in their conversion rates."

Tessar Napitupulu, Founder and CEO of Arfadia

Advanced strategies to optimize your funnel

When you learn the ropes, you can apply these more advanced tactics to get even more conversions.

Dynamic content personalization

In CEB (now Gartner) research summarized in Harvard Business Review in 2017, B2B suppliers that made buying easy were 62% more likely to win a high-quality sale, according to conversion research. AI-powered personalization tools can adapt content, offers and even prices to how users behave, leading to more relevant experiences.

Multi-step funnels

Breaking a tough conversion into smaller pieces can help people complete the process. In Omnisend's 2018 analysis of 7,200 brands, signup forms that asked for up to three pieces of information converted at about 10% on average. Begin with the easiest commitment, and over time make the ask more substantial.

Exit-intent optimization

Well-timed popups can capture visitors before they leave. In Broomberg's case study, the New Delhi home-services company set popups on its blog to appear after 100 seconds on the page and saw 72% more relevant blog leads in September and October 2017 than in July and August. Timing and relevance are key: add real value, rather than just promotional noise.

Frequently asked questions about conversion funnels

What is the difference between a sales funnel and a conversion funnel?

These words are often used interchangeably, but there's a slight difference. A sales funnel looks only at the route to purchase, while a conversion funnel can be constructed for any action you'd like, such as signing up for an email list, requesting a demo, downloading content, or making a purchase. Conversion funnels tilt towards flexibility which can be customized for varying sorts of conversions at various stages of the customer journey.

How do I know if my conversion funnel is working?

Check your conversion rates at each stage and compare with industry standards. A well-functioning funnel has a consistent flow from awareness to conversion, with conversion rates being the same as or higher than industry average. If you see a big drop at one point, that's where you should target your optimization efforts. You'll also want to pay attention to revenue per visitor and customer lifetime value. These are the numbers you absolutely need to know if you want your funnel to be profitable.

What is a decent conversion rate for my industry?

Conversion rates vary widely from one industry to another. Littledata's benchmarks for Shopify stores put the average e-commerce conversion rate at about 1.9% (median 1.4%), Unbounce's 2024 benchmark report found a median landing page conversion rate of 6.6% across industries (3.8% for SaaS), and First Page Sage reports B2B visitor-to-conversion rates ranging from about 1% to 7% depending on the industry. But rather than struggling to adhere to arbitrary industry standards, focus on improving your own baseline. A 20% improvement over what you are currently getting is a lot more valuable than trying to achieve an "average" industry rate.

How long should my conversion funnel be?

The right length for your funnel depends on the complexity and price point of your product. Simple, low cost products may convert in a single session with a very short funnel. Complex B2B software can take months, and require a lot of nurturing across multiple touchpoints. Since there's no one-size-fits-all customer journey, the size of the funnel should be relative to the amount of time your customers spend deciding. Don't push people who require time to evaluate, but don't make it too difficult for them to make impulse purchases.

Should I use pop-ups in my conversion funnel?

You can actually convert more visitors if you do pop-ups the right way. The key is timing, relevance and value. Pop-ups that appear when someone shows exit-intent, or signs of preparing to leave, can be very effective. Timed pop-ups that appear after someone has taken an action, such as having scrolled halfway down a page, perform better than pop-ups that appear immediately. Rather than asking for email addresses only, don't forget to offer something of value in return, such as exclusive content, discounts or helpful resources.

How can I optimize my funnel for mobile users?

It's critical to be mobile-friendly given that, in most industries, the majority of traffic comes from mobile devices. Think about how fast your pages load, how big your buttons are for thumb navigation, how easy your forms are to fill in and how straightforward your checkout process is. Test your entire funnel on actual mobile devices, not desktop browser simulators. Consider things like buttons that allow you to call with a single tap and promotions that revolve around your location. And, above all, streamline at each step. Mobile users are more prone to abandoning complex tasks.

What tools do I need to create an effective conversion funnel?

For basic tracking, start with Google Analytics. Then, for deeper insights, you can layer on user behavior analysis tools such as Contentsquare (formerly Hotjar). ClickFunnels, GetResponse, and Systeme.io are some of the good platforms to use for building funnels. Tools such as ConvertKit and ActiveCampaign are able to manage nurturing sequences. A/B testing tools like Unbounce make it so you can continually improve each part. Don't try to use all of your tools at once. Start simple and add complexity as you improve!

Related Terms

Marketing Automation - Technology automating repetitive marketing tasks that agencies use to scale client campaigns efficiently
Customer Acquisition Cost (CAC) - Total cost of acquiring new customer including marketing and sales expenses
Conversion Rate Optimization (CRO) - Systematic process of increasing percentage of visitors who convert
Attribution Modeling - Method to assign credit to various touchpoints in customer journey leading to conversion

Future trends shaping conversion funnel strategy

The concept of the conversion funnel has been around for more than a century, and it persists because it has evolved with the way people shop and the way technology operates. Here's what's coming next.

AI-powered personalization

AI is going from something that's nice to have to something you need for funnel optimization. Investment in optimization is often low: in a 2013 Adobe and Econsultancy survey, 53% of companies spent less than 5% of their total marketing budgets on Conversion Rate Optimization (CRO) and related optimization, while those spending more than 25% were twice as likely to report higher conversion rates. Machine learning can now adapt content, offers, and even prices in real time based on how an individual behaves.

Privacy-first tracking

As cookies fall out of favor and privacy laws get more stringent, marketers are rethinking how they measure funnels. There is a growing importance in first-party data collection and server-side tracking. Savvy businesses are building better relationships with customers through value exchanges, providing them with valuable content or tools in exchange for their contact information and preferences.

Omnichannel integration

Today's customers don't always follow linear paths. They may discover you on Instagram, check you out on your website, ask some questions via chatbot and then buy something through your mobile app. Understanding where your customers are, how they navigate streams in your market, and how to interact with them in each stream has become very important for crafting good customer experiences.

Your funnel excellence action plan

Knowledge without action is worthless. Here are the principles you need for successful conversion funnel optimization.

Start with baseline measurement

See how well you are doing now before you try to get better! Utilize Google Analytics goals and events to set up appropriate tracking for each portion of the funnel. Uncover your biggest drop-off points, where the bulk of your visitors are leaving your site. These represent your best opportunities to make improvements.

Implement quick wins first

Before you start running complex tests, first address any obvious issues. Take note of forms that are broken, navigation that is difficult and weak calls to action. Ensure that your site loads fast. In Portent's 2022 analysis, a site that loads in one second had a 2.5 times higher e-commerce conversion rate than sites that load slowly taking five seconds.

Test systematically

Many marketers still don't A/B test their landing pages consistently; the often-quoted figure that only 17% do, attributed to industry research, could not be traced to a primary study. Start with high-impact elements like headlines, call-to-action buttons, and form length, and test one thing at a time so you can tell what really drives improvements.

Focus on the mobile experience

Mobile traffic is very high however conversion rates are lower, thus mobile optimization has huge potential. Make forms easy to fill out, buttons appropriately sized, and checkout processes streamlined for mobile users.

Never stop learning

The best conversion optimizers are life-long learners. Follow the people who are authorities in your industry, study what funnels your competitors are using and stay up to date on the latest tools and trends. As consumer habits evolve, what works for you today might not work for you tomorrow.

Conclusion: the compound effect of funnel optimization

Here is something most people might not realize about conversion funnels: small improvements add up dramatically. Increasing your conversion rate from a rate of 2% to 3%, for instance, might not seem like much, but you've just increased your conversions by 50% (and your revenue, if order values stay the same) without adding more traffic. If you apply that logic at various points of the funnel, you can achieve exponential growth.

The best online businesses aren't always the ones with the most money or the sleekest websites. They're the ones who understand their funnel back to front, test it constantly, and don't rest on their laurels. They understand that in today's hyper-competitive online space, the difference between success and mediocrity is often the degree to which you can turn people from "just browsing" to "shut up and take my money."

Your online business doesn't run without a conversion funnel. Give it the attention it deserves with smart measurement, testing and optimization, and watch the business transform. In HubSpot's 2018 State of Inbound report, 48% of respondents named improving the efficiency of the sales funnel as a top sales priority, which shows how much attention sales funnel design still deserves.

The tools are available. The information is out there. The only question left is: what are you waiting for?