Definition: Online Conversion Funnel
3 Jun
Estimated read time: 1 min
What is in it for you: Get a simple definition and analogy for an online conversion funnel. Beer bong funnel wha?
What is a conversion funnel?
My basic web marketing definition: The main steps a user goes through on your site to get to the end conversion goal. An example is a registration step process. The first step/page might be filling in name, second is filling bio, third is payment info, and fourth and final page is where you fill out your current address before hitting ‘register now’ button. So in this case, the ‘registration’ is the defined conversion and the funnel is the four pages before the user must go through to register. The funnel is the starting point on the first page all the way down to the end conversion. Along the funnel, certain percentage of users drop off, hence you may have started with 100 visitors to the first page but only 10 people finished registration. Depending on the web analytics tool, the actual name might be different than using “funnel.” For example, SiteCatalyst calls one of their funnel reports the “Fallout” report.
The Common Folk analogy: Think of it as a beer bong. The beer is the traffic. The top funnel is the start of your conversion funnel. You might spill some like this guy starting at the top. Let’s pretend there are holes in the tube so some beer squirt out along the way. Some beer might spill out of your mouth. The conversion is beer in your belly. So literally, the funnel is starting from pouring the beer (traffic) in at the top all the way down into your belly (conversion). The better you can funnel the beer and eliminate the spills and leaks, the more beer you’ll consume.
This is the exact same concept for your website. If you set up goals for your site, assess the spills and leaks and do your best to patch them up so you can maximize your end conversion!
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