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.