Conversion funnel: What it is & how to optimize it

A conversion funnel maps out the journey people take from first clicking on your website to finally converting. It's a simple concept that can get a bit complex at times, especially when you have to account for different touchpoints, user behaviors, and the various obstacles standing between interest and conversion. Understanding how these funnels work and, more importantly, how to optimize them is vital for any business looking to improve their conversion rates.

What is a conversion funnel?

A conversion funnel works like a real funnel, starting wide to capture as many potential customers as possible and narrowing down as they move closer to taking action. It's a step-by-step process that ensures users flow smoothly from awareness to conversion.



Visitors move down the funnel based on how engaged they are with your offering. Someone might start by reading a blog post about social media marketing, then download your free guide on Instagram ads, and finally purchase your social media management course. At each step, they're showing more interest and getting closer to conversion—but they're also more likely to leave if they don't find what they're looking for.

This is why tracking your funnel is so important; it can show you exactly where people lose interest so that you can optimize your approach to keep more visitors moving toward conversion. For example, if you notice many people open your emails but don't click on the links to your articles, you'll know there's a bump in your process that needs smoothing.

» Learn more about the SEO conversion funnel.

3 stages of the conversion funnel

Conversion funnels are generally divided into three stages, each serving a unique role in moving visitors toward conversion:

• Top of the funnel (TOFU): This is the awareness stage where the user journey starts. The goal here is to cast a wide net to attract potential customers who are searching for information or a solution to their problem.
• Middle of the funnel (MOFU): This is the engagement or consideration stage where users are deciding whether they want to convert. The goal at this stage is to nurture leads and give them whatever they need to move to the next funnel stage.
• Bottom of the funnel (BOFU): This is where the conversion happens. At this stage, users are ready to convert and only need one more nudge before making a final decision.

» Optimize the user journey to increase conversions.

So, what does this actually look like in practice?

You need to create content for each stage of the funnel to guide users to the next stage.

TOFU content, such as blog posts, videos, and social media posts, should focus on providing valuable information that builds trust. Your MOFU content should encourage engagement through detailed guides, case studies, and targeted emails that show exactly how your solution solves their problems. BOFU content gets straight to business with product demos, free trials, and special offers that make the final decision easier.

Here's a breakdown:

» Build effective conversion funnels on your site with Entail CRO.

How to optimize a conversion funnel

Conversion funnel optimization is the process of analyzing and improving each stage of the conversion funnel to increase the percentage of users who convert. It's a type of conversion rate optimization focused on reducing friction and boosting performance throughout the funnel.

By optimizing your conversion funnel, you can increase conversion rates, improve user experience, and maximize ROI.

TOFU conversion optimization strategies

Create and distribute high-value content

Content distribution isn't just about pushing out blog posts—it's about getting the right content in front of the right audience at the right time. Your TOFU content needs to address common pain points and answer users' questions while building topical authority. This means creating educational blog posts, informative videos, and engaging social media content that provides real value without being salesy.

Choose your distribution channels based on where your audience spends their time. Share blog content through industry newsletters, repurpose videos across YouTube and LinkedIn, and adapt key insights for social media platforms. Remember to track engagement metrics for each channel so you can focus your efforts where they have the most impact.

Optimize your SEO and keyword strategy

Your keyword strategy needs to target the questions and problems your potential customers are searching for. Focus on informational keywords with clear search intent—terms like "how to improve website speed" or "best email marketing tools 2024." These searches indicate someone looking to learn, making them perfect TOFU opportunities.

For maximum search visibility, you can optimize your content by:

• Structuring articles with clear H2 and H3 headings that include target keywords
• Writing compelling meta descriptions that encourage clicks from search results
• Adding relevant internal links to guide visitors to related topics
• Including semantic keywords throughout your content for better topic coverage
• Optimizing images with descriptive alt text and compressed file sizes
• Creating content clusters around main topics to establish topical authority
• Ensuring mobile responsiveness and fast page load speeds.

» Check out our topic-driven approach to mapping keywords to the SEO conversion funnel.

Launch strategic brand awareness campaigns

Brand awareness campaigns need to focus on getting your brand in front of your target audience. With 59% of consumers preferring to buy from familiar brands, strategic visibility is crucial. So, consistently focusing on a specific niche until you are recognizable is key. A good way to do this is to target platforms where your audience spends their time—whether that's LinkedIn for B2B audiences or TikTok for younger consumers.

You can maximize brand awareness by:

• Combining organic content with paid advertising
• Building strategic partnerships with industry leaders
• Contributing guest posts on relevant industry websites
• Participating in industry events and conferences
• Maintaining consistent branding across all platforms
• Developing shareable content that naturally spreads through social media
• Engaging with your audience through comments and discussions

» Optimize your SEO funnel for conversion.

MOFU conversion optimization strategies

Set up targeted lead-nurturing email campaigns

A well-structured email sequence guides subscribers through their decision-making process by addressing specific concerns and questions at each stage. By segmenting your audience based on their behavior and interests, you can deliver content that speaks directly to their needs.

Start with a welcoming email that sets clear expectations, then gradually introduce educational content that speaks to specific pain points. As engagement increases, share case studies and product information that match their interests. Keep track of how subscribers interact with your emails—their clicks and opens will tell you when they're ready for more direct sales messages.

Develop high-value gated content

Gated content allows you to trade valuable information for users' contact details. With 80% of B2B content marketing assets being gated, it's clear this strategy works when done right. Resources like ebooks, whitepapers, studies, and reports work well because they offer in-depth solutions to specific problems. The key is creating content comprehensive enough to justify the exchange—something your audience can't easily find elsewhere for free.

Here are a few tips to manage your gated content effectively:

• Structure your gated content to deliver immediate value after download
• Include actionable insights, original research, or expert interviews that help solve real challenges
• Make sure your landing pages clearly communicate the benefits of your resource and keep form fields minimal to reduce friction in the sign-up process
• Use strategic CTAs to draw attention to your gated content

» Learn how to create content that converts.

Create case studies

Case studies are important to have in the middle of your funnel because they prove you can deliver results. Focus on telling compelling customer success stories that mirror your target audience's challenges and goals. By showcasing specific problems, solutions, and measurable outcomes, you help prospects envision their own success with your product or service.

Your case studies need to work hard across multiple channels to maximize their impact. Start with a detailed PDF version that dives deep into the metrics and methodology. Then, adapt this into a concise blog post that highlights key wins and takeaways. Finally, bring the story to life through video testimonials where customers share their experience in their own words—nothing builds trust quite like hearing success directly from a peer.

BOFU conversion optimization strategies

Create compelling special offers

Special offers can transform interested prospects into customers by creating urgency and reducing purchase anxiety. A well-crafted offer addresses common objections while highlighting the unique value of your product or service. The key is finding the sweet spot between an attractive discount and maintaining your product's perceived value.

Here are a few special offers that motivate action:

• Limited-time discounts
• Bundle deals
• Free trials or samples
• Extended warranties or guarantee periods
• Exclusive bonus features or services
• Payment plans that reduce upfront costs
• Early-bird pricing for new products or services

» Find out how to generate leads with SEO.

Optimize your demo and trial-run programs

A well-structured demo or trial program gives potential customers a taste of what you're offering. Demos are great when your product needs some explaining, while free trials work better for things people can figure out on their own. Pick the option that makes the most sense for what you're selling.

Whether you're walking someone through a demo or setting them up with a trial, make sure they get real value out of it. Show them the features that'll solve their biggest headaches first, and be ready with answers when they have questions. Keep an eye on how they're using things—if they're not engaging much with their trial, they might be stuck, but if they're asking lots of questions during demos, you've probably got their attention. This helps you figure out when to check in and clear up any concerns before they decide against buying.

Provide support at critical moments

Support can make or break a sale when prospects are close to converting. A quick response to a question or a helpful suggestion at the right moment shows you're invested in their success, not just making a sale. Build trust by being proactive—reach out when you notice buying signals or increased engagement with your content.

You can implement the following support touchpoints to drive conversions:

• Live chat on high-intent pages like pricing and features
• Personalized product walkthroughs
• Quick response times to sales inquiries (aim for under 5 minutes)
• Prompt follow-up emails
• Direct phone support for complex purchases
• Custom product recommendations
• Dedicated account managers for high-value prospects

Essential tools for conversion funnel optimization

The right tools make tracking and optimizing your conversion funnel much easier. Instead of guessing what works, these tools give you concrete data about user behavior, helping you make informed decisions about where and how to improve your funnel.

» Discover the best SEO ROI tool.

• Tag management systems: Track user interactions across your entire funnel by implementing and managing tracking codes without touching your website's code. Google Tag Manager stands out here. It lets you add and update marketing tags without developer support.
• Heat & scroll mapping: Visualize exactly how visitors interact with your pages, showing where they click, how far they scroll, and what they ignore. Hotjar leads this category by creating visual representations of user behavior with session recordings and click maps.
• A/B testing platforms: Run controlled experiments to test different versions of your pages and determine which converts better. Many teams rely on Optimizely to test everything from simple button changes to complete page redesigns.
• Funnel visualization tools: Track how users move through your conversion funnel and identify exactly where they drop off. Mixpanel excels at showing detailed conversion paths and analyzing user behavior at each step.

Key conversion funnel metrics and KPIs

Tracking the right metrics helps you spot problems in your funnel and identify opportunities for improvement. While there are countless KPIs you could monitor, focusing on these conversion metrics gives you the clearest picture of your funnel's health:

• Conversion rate
• Return on investment
• Traffic and impressions
• Click-through rate
• Bounce rate
• Keyword rankings
• Revenue per visitor
• Cost per acquisition
• Pages per session
• Micro conversions
• Rate of returning visitors

» See the full list of metrics for each stage of the SEO funnel.

Stop your funnel from leaking leads

A well-optimized conversion funnel transforms scattered marketing campaigns into a streamlined path to purchase. But remember, setting up your funnel is not a one-time task and will require routine tweaking. Start with one strategy at each stage, measure its impact, and adjust based on how your audience responds. The best funnels balance automation with personalization—use your tools and metrics to enhance the journey, but never lose that human touch.

» Build a conversion funnel with one-on-one advice from a CRO expert. Book a consultation.