Conversion Funnel

A conversion funnel is a model of the journey a visitor takes toward a conversion, usually framed as:

• awareness
• interest
• desire
• action

It's shaped like a funnel because each stage holds fewer people than the last: plenty become aware, fewer get interested, and fewer still take action.

The value of the model is in spotting where you're losing people. If most visitors reach the cart but few check out, you know which stage to fix. Tools like web analytics and a well-placed call to action help you understand and tighten each step of the funnel.