Conversion funnel
A conversion funnel represents the stages an audience goes through before completing a defined action
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It helps identify drop-off and opportunities for improvement between steps. Its rates should be calculated with comparable populations and periods. The model simplifies journeys that may include returns, different channels and non-linear decisions.
Topics
Variants and linked concepts
- BOFU. BOFU refers to the part of the funnel closest to conversion. It usually requires answering questions about choice, conditions and next steps.
- MOFU. MOFU refers to the consideration stage of the funnel, where alternatives are typically compared and needs explored in more depth.
- Abandonment rate. The abandonment rate measures exits before a process is completed. It should specify stage, period and denominator so that changes can be interpreted.
- TOFU. TOFU refers to the initial part of the funnel, where the audience discovers a topic, a need or an offering.