# Conversion funnel: what it is and how it works · Zorraquino
> A conversion funnel represents the stages an audience goes through before completing a defined action.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/conversion-funnel.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## 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.

## Related concepts

- [Sales funnel](https://www.zorraquino.com/en/dictionary/digital-marketing/sales-funnel.html)
- [Call to action](https://www.zorraquino.com/en/dictionary/digital-marketing/cta.html)
- [CRO](https://www.zorraquino.com/en/dictionary/digital-marketing/cro-conversion-rate-optimization.html)