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Sales Funnel Fundamentals

In digital advertising and marketing, a sales funnel is a simple model used to describe in aggregate, prospective customer behavior from initial awareness, up to and including a conversion event – typically a customer inquiry or purchase.

Typical a lead “enters the funnel” when a potential customer or client (“lead”) becomes aware of a product or service then expresses some form of interest or engagement.  A lead is said to “leave the funnel” when a material conversion is completed.

Identify Sales Funnel Paths

A CRO baseline is established using web analytics. Sources and classes of traffic (site visitors) are identified. We characterize common navigation paths they take as they move through the site. For this process, we may, with your permission install heat maps that trace the behavior of traffic as it moves onto the site. This, along with web analytics allows us to study aggregate behavior as landing site visitors land on the site, interact with content and navigate to other pages on the site. We place emphasis on studying individual visits that convert, or visit the landing page more than once. The CRO baseline puts into place a foundation for measuring the impact of changes made after identifying “conversion choke points” that indicate issues. When coupled with insights gained from identifying site visitor personas, this also informs development of the PPC campaign keyword base, targeting, audiences, and ad copy.