The conversion funnel, or AIDA model, illustrates the progression of potential customers from being aware of a brand to making a purchase. It entails several stages: top (awareness), middle (interest and desire), and bottom (conversion), each with unique strategies for engaging visitors. Additionally, the final phase focuses on customer retention and loyalty, emphasizing the importance of addressing customer feedback to maintain brand reputation.

1. Conversion Funnel - Definition
Conversion Funnel also referred to as the Awareness, Interest, Desire and Action
(AIDA) model or the Sales Funnel, is a compelling marketing gimmick used in the
business industry to trace the journey of an internet user from being a website
visitor to a paying customer. This funnel has several stages categorizing a
customer’s journey from the point where a viewer learns about the brand from
multiple advertisement channels or trusted sources to the point where they
become customers to buy products or services. The volume at the top of the
conversion funnel is high, which drops significantly by the base of the funnel.
For the sake of convenience, this funnel is classified into three segments -
Top of the funnel (TOFU) - This is the section consisting of the people who would
have recently discovered the brand or company. This section consists of people
who could be on a site for explorations, curiosity about the product, wish to buy
the product and also those who clicked the advert by mistake. This is the
broadest section.
Middle of the funnel (MOFU) - It is the longest and most crucial class. This stage
determines whether a visitor will choose to convert to a paying customer or
abandon the process. Here, in this stage, a visitor obtains knowledge of the
brand through means like social media posts, website layout, customer reviews,
product description, etc. and then makes a decision.
Bottom of the funnel (BOFU) - The base or end of the funnel has successfully
converted visitors who intend to purchase the product or services. This section is
the narrowest of all.
Stages of conversion funnels
Conversion Funnel Metrics can be divided into five distinguished stages -
Awareness - This element refers to spreading the word about the brand. This can
be achieved via various online channels, social media platforms or brand
promotions. The most used awareness campaign channels are -
Internet advertisements or PPC (Pay per click)
Affiliate marketing
Radio or Television commercials

2. Ads in Print media - Newspapers or Magazines
Social Media posts
YouTube ads
Advertisements or links on blogs and other online websites
Organic reach through quality content
One of the fruitful conversion funnel marketing strategies is to actively target all
the above-mentioned channels at scheduled times. Thus being present in the
eyes of a large number of people
Interest - Harboring a visitor to a product or service is an important driving
factor. Visitors can only become potential customers if they like what they see
after coming to the website. To grab their attention, methods of approach could
be -
Attractive social media posts reflecting brand deals, discounts, offers, themes,
etc.
Customer reviews and services provided by the brand
Brand reputation
Desire - In this phase, a customer decides why this brand is better than the other
contemporary brands in the market. Here the USP comes into play. If the brand
has well defined USP (Unique selling proposition), this makes it easier for
customers to decide. For example - one mobile phone brand may have a good
camera, and another brand may have a good battery. If this USP is advertised
well in the product description, the buyers who wish to purchase a phone with a
good battery will swarm to that particular website only. This way, one can have a
select audience that has a high conversion rate.
Elaborate and detailed product description page.
Social media influences
Numerous vivid pictures.
Video content customized as per Youtube and social media standards.
Downloadables such as pdf, white papers etc.
Conversion - Also known as the action stage, it is considered the final stage as
per some representations of the conversion funnel. This stage announces the
transition of a visitor into a customer. The conversion stage can be optimized by
incorporating the following measures-
Offering discounts and attractive deals at the checkout.

3. Notifying the customers through push messages or email marketing in case the
customer abruptly abandons the checkout process.
Enhancing the payment windows for faster checkouts.
Re-engage - This is the loyalty stage, where a customer repeatedly engages
with the brand or renews a subscription to a service. These customers are
regular and loyal to the brand, and their infiltration enables the company to cut
costs in a number of ways. These customers are already at the end of the funnel,
thus saving the effort of advertising to them. The most efficient and organic form
of marketing is via word of mouth. A happy customer can bring more customers
with the least effort on the company's part. Likewise, if customers are not
satisfied with the services and products, they will find a way to post negative
reviews and share their experiences on social media as well. This, in turn, will
prove to be a severe blow to the brand image and reputation. To improve
customer engagement, a brand can -
Respond to customer queries and complaints in a timely manner.
Address customer grievances and feedback.
Easy returns and refunds
Fast pick-up and delivery options
And more.