Conversion Funnel

The conversion funnel describes a user's path from first touch with a brand to the target action such as purchase, sign up or enquiry. At each stage users drop out of the funnel, which is why the shape classically widens at the top and narrows at the bottom. The model helps identify bottlenecks and optimise them deliberately.

How a typical funnel is built

Awareness sits at the top, driven by display adverts or social posts. Interest follows, for example via a click into a landing page. Then comes evaluation, where users consume content or compare options. Intent shows up next through concrete actions such as product configuration or basket fills. The conversion sits at the end, followed by retention and repeat.

Which KPIs belong to each stage

Top of funnel works with reach, impressions and click rates. Mid funnel watches dwell time, scroll depth, engagement and micro conversions such as newsletter sign ups. Bottom funnel measures conversion rate, basket value and cost per acquisition. Overarching metrics are drop off per stage and funnel efficiency, meaning the share moving one stage further.

Reference to JD Mail and JD Partner

JD Partner gives advertisers campaign reports that measure clicks, micro conversions and end goals on the landing page. Combined with JD Mail a funnel picture emerges across several send events, surfacing recurring recipients as well. Weak points such as a bland subject line or an overly long landing page flow can then be improved deliberately.