Why the funnel matters
It locates the problem. “Sales are down” says nothing; “consideration-stage visitors aren’t converting” points at specific pages and specific fixes.
What each stage needs
- TopDiscovery through content, ads, and word of mouth
- MiddleEvaluation material, comparisons, reviews, Q&A
- BottomThe offer, checkout ease, and final reassurance
- AfterPost-purchase experience that refills the top
Questions
Is the funnel outdated as a model?
Real journeys loop and skip stages, so the funnel simplifies. It stays useful as a diagnostic frame even when the path isn’t linear.
Where do most ecommerce funnels leak?
Between interest and purchase: the product page and checkout. That’s where doubt, cost surprises, and friction concentrate, and where fixes pay fastest.