The Web Marketing Funnel

Have you ever heard of the Web Marketing Funnel, better known as the Web Marketing Funnel? It is a marketing model that explains the process that leads any user of the Networks to become an actual customer of a given company or service.

The flow of web marketing

Before looking in detail at what is meant by “funnel,” it is necessary to understand that online marketing should be understood as a flow. Consider, for example, a new customer acquisition campaign: this may start with a Google ADS ad, or from good natural search engine rankings – thanks to the SEO writing techniques – and may also include banners on different platforms/sites or sponsorships on various social networks. All of these campaigns create impressions (i.e., views) from users, who can be brought to the site (landing page) by directly clicking on the advertising content or link in it. As a result, it will be possible for users to become leads-that is, people who are genuinely interested in the product or service being offered-by filling out contact forms or actively interacting on the new web page that has opened.

The Web Marketing Funnel model: what it is and how it works

The Web Marketing Funnel model (literally “the Web Marketing funnel”) is used to describe and analyze the path taken by a potential consumer in the process of purchasing a product. We refer to the “funnel” because as we move from one stage of the process to another, the number of visitors/customers decreases considerably. Within this model, we can recognize three different macrophases:

  • Discover: is the first phase, where you get impressions and bring potential customers to your site. Here, the average Click Through Rate (CTR) of a campaign is around 0.5 percent. This implies that, for example, to get 1,000 visitors to my website, I must get at least 200,000 impressions.
  • Contact: the contact phase. That is, the stage where the user may decide to become a lead and fills out the contact form. At this stage, the average Conversion Rate is about 1%.
  • Choose: the final stage, that is, the purchase choice. This stage affects an even smaller percentage users: in fact, according to several estimates, only 30 percent of the remaining users then become actual customers (Close Rate).

As the numbers go further and further down as you progress through the process, you have to Work as hard as possible on conversion rates and on your own site: to do this, with the help of a digital communications agency, various strategies can be adopted, from heat maps to trials to test the functionality and internal placements of individual pages.

In order to succeed in getting more customers, however, one must try to increase, of course, the Close Rate. This can only happen if you decide to change your mindset from the past: today you have to do everything to accompany the user in the buying process and help him or her, especially taking into account that when doing an online search, the average user gives himself or herself a certain time limit to try to get the information he or she wants.

However, getting to the point where corporate digital communication leads to the best results is a rather complex process. For this reason, it would be best to always rely on professionals in the field who are familiar with the various tools and their mechanisms, such as, for example, adigital marketing agency.

The potential of web marketing

Web marketing has some features and potential that traditional marketing does not possess:

  • Geolocation: the ability to show advertising content only to those who connect from the relevant areas
  • Targetization: the ability to segment the target audience, filtering by gender, age, interests, and browsing paths
  • Measurability: the ability to measure and monitor campaign results even in real time, including calculating the final acquisition cost of each lead
  • Minimum and linear budgets: web marketing is fair-sustainable and results are directly related to the budgets invested, and there are always minimum entry level budgets

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