Are you an ecommerce business? If so, you’d be interested to know your customers’ journey.

A conversion funnel maps your prospects’ journey–from a lead to a paying customer– and allows you to optimize your leads to get better conversions.

Understanding your conversion funnel is critical. Through this post, you’ll learn its different components and learn how to optimize the funnel effectively.

Different components of a conversion funnel

A conversion funnel can vary, depending on each business type and audience. However, in its most basic form, a conversion funnel has four levels: awareness, interest, desire, and action.


The topmost level is all about making your prospect aware of your product. You can use a variety of channels like social media posts and paid ads to make your new leads aware of your brand and get them into your funnel.

So, you can share educational how-to videos, case studies, or blogs to generate awareness about your brand. Here’s an excellent resource for content ideas.

The idea is to focus on the quality of leads over quantity. Unqualified leads will not make it to the next level of the funnel.


Once your prospects know about your business, the next step is to build their interest in your products or services.

Find out what your customers need to know about your products and industry. You must identify your customer’s pain points and challenges. Try to resolve them to keep them interested in your offerings.  

At this stage, create engaging content that will sustain their attention. Use storytelling to increase the consumer’s affinity with your brand. Delivering a steady stream of great content helps build a good relationship with your prospects.


Once you have your prospect’s interest, the next step is to make them desire your products.

You don’t have to resort to hard-selling. That might annoy your buyers. Instead, nurture their interests and nudge them gradually towards the right direction. 

So, use case studies and testimonials for social proof. You can also serve consumers “before” and “after” content so they can envision their life with your product.


By now, your prospective buyers know about the brand, are interested in your products, and want the solution you’re offering to them. All you need to do is get them to click the “Buy Now” button.

Providing exclusive offers can do the trick. Also, your CTA should be clear and straightforward.

Only a tiny percentage of your initial leads will get to the action phase. Don’t be disheartened. You can improve your figures by constantly optimizing the rest of the funnel.

How to optimize a website conversion funnel 

Congratulations on setting up your conversion funnel! But don’t stop there; you’ll need to constantly optimize your funnel at each level to get more website traffic and turn them into valuable conversions. Here’s how:

  • Make a customer journey map

A customer journey map will allow you to highlight the points a prospect goes through when they interact with your business. 

It helps you tell the story of your customer’s experiences with your brand across all touchpoints. 

To make your customer journey map, you need to create your customer persona. A customer persona like the example below is a representation of your ideal customer. It will help remind you that you should always direct all your optimization efforts towards them. 

Now, list down all the customer touchpoints before reaching your website. You need to look at how your customer might have come across you online. These can be through:

  • Social channels
  • Paid ads/PPC
  • Email marketing
  • Third-party referrals

Step into your prospect’s shoes and take the customer journey yourself to identify the possible roadblocks stopping your customer from making their desired action. 

As you optimize your funnel, you’ll need to go back to your customer journey map and include each of the actions a lead makes along the way to become a paying customer.

  • Determine your conversion objectives

As you create and optimize your funnel, make sure you have conversion goals in place to measure the funnel’s performance. 

You can set your website’s conversion goals using Google Analytics. Here’s a great example to understand how goal setting can help you streamline your efforts in the right direction.

Qualicorp, a Brazil-based healthcare organization, used ‘Lead generation’ as a goal to define their conversions. The company then worked on various tests to develop a lead generation form that increased their signups by 16.93%.  

Without a clear goal, Qualicorp would not have been able to identify what’s not working for them and what needs to be improved.

In short, a conversion goal allows you to direct your efforts towards the target. It also lets you track your prospects’ behavior and preferences along the way, so you know what’s working well with them. 

  • Use material to pique people’s interest. 

Your products might be great, but without a website, they might go unnoticed. Therefore, having good content on your site is essential. 

By creating quality content, you can ensure your prospects return to your website, which it now sees as a trusted source of information. 

Here’s how Superdry, a leading clothing brand, leveraged the power of creative content to gain more traction. 

The brand partnered with Brandmovers, a marketing agency, and curated a unique Twitter campaign called “Superdry Tweet Fuel.”

The campaign was simple: participants had to follow the Superdry Twitter account and tweet about their dream destination for a chance to drive the limited-edition Morgan 3 Wheeler at a scheduled #SuperDrive event. The more tweets they made, the more fuel they could get for the sports car. 

Superdry’s microsite featured the best Tweets. The brand also gave out prizes like Superdry apparel and merchandise. 

The campaign went viral. It reached over 1.5 million people, generated more than 2600 tweets, and garnered over 5.4 million impressions within the first few days. 

A little creativity goes a long way in keeping your audience engaged! Once your prospects are on the website, the chances of converting them into customers increase.  

  • Look for holes in your conversion funnel.

If you’re not getting the expected results, look for possible leaks in your funnel. 

It’s good to find those reasons that are pushing your leads to leave. Here are some possible reasons for conversion funnel leaks that you’ll want to eliminate:

  • Poor content and lack of CTA
  • Page load speed
  • Your page design is not responsive on different devices
  • There are negative reviews of a product
  • The checkout process is too complicated
  • Shipping is too expensive 

Make sure you audit your website as a customer and review the journey from starting point to the finish line— where a customer makes a purchase.

  • Optimize

Once you know how your website is performing, work on optimizing the areas you would like your prospects to click. Heatmaps are a great way to track where your visitors spend most of their time on the website.


You can also use Hotjar surveys on the site to get feedback on what made your leads change their mind before making a purchase.

After identifying the problem areas, you can optimize your site with the help of a website design agency. Make sure your website’s layout is simple, has clear CTAs and compelling headlines. Page loading speed and website responsiveness on different devices are other vital factors to consider for boosting your conversion rate. 

  • Attract customers who are more likely to buy

Before you start directing people into your marketing funnel, make sure they are the right ones. High traffic doesn’t always translate to increased conversions. You want to invite the right audience to your conversion funnel. 

You can use the “All Traffic” details on Google Analytics to see those “Other” sources breakdown.

Check where your traffic is coming from. Then, you’ll know the types of campaigns to launch to attract your prospects and ultimately convert them.  Craft a strategy to engage with that audience. 

In closing

By optimizing your conversion funnel, you decrease leaks and make sure that the right people visit your website for possible conversions. 

Map out your customer’s journey, use good quality content, and keep an eye out for leaks in your funnel. Don’t forget to optimize your funnel constantly to boost conversions. Offer attractive deals to your prospects, too.

Finally, remember to evaluate your metrics at every stage. If you stick to this strategy, you’ll start seeing those conversion rates going up!

About the Author

Ian Loew

Ian Loew is a web entrepreneur and inbound marketing expert, and the Owner & Head of Business Development of Lform Design. After four years of helping Fortune 500 companies with MGT Design, Ian embarked on his freelance career before establishing Lform Design in 2005. He leads a team of creative professionals to deliver inspired online experiences via modern, responsive websites that reflect his clients' core values. When not at the helm, Ian can be found mountain biking with friends or spending time with his family.

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