What is it?

A funnel is the sequence of steps a user moves through from an initial interaction to a final conversion. Funnels are used to model user progression and identify where users advance, hesitate, or drop out of a journey.

Funnels may be linear or non-linear and can span multiple pages, sessions, or channels.

Examples in Action

• Awareness → product view → add to cart → checkout
  
• Ad click → landing page → form submission → confirmation
  
• Homepage → category page → product comparison → enquiry
  
• Email click → content engagement → secondary conversion
  

Typical Outcomes / Results

• Improved visibility into where users disengage
  
• Clear prioritisation of optimisation opportunities
  
• Better alignment between acquisition intent and experience design
  
• More effective measurement of performance across journey stages
  

This definition reflects common funnel modelling approaches used in digital optimisation work.