A search funnel is a set of steps that guide potential customers to convert from visiting your website to completing a desired action. It’s designed to create an experience wherein the user can move through this conversion process with ease and quickly find the information they need.
A search funnel is an approach that takes a consumer from the awareness of a brand or product all the way through to purchase. It begins with top-of-funnel activities, such as creating general brand perception and awareness. These activities help drive web traffic and set up further steps in the funnel, including middle-of-funnel activities such as providing valuable content and understanding customer intentions by leveraging analytics and insights. Eventually, this can lead to bottom-of-the-funnel activities like prompting sales or conversions.
Ultimately, a search funnel streamlines the process businesses must take to get customers actively engaging in purchasing products or services.
| Search Funnel steps | Description |
| Awareness | Top-of-funnel activities, such as creating general brand perception and awareness. These activities help drive web traffic and set up further steps in the funnel. |
| Consideration | Middle-of-funnel activities such as providing valuable content or helpful information. |
| Intent | Middle-of-funnel activities such as providing valuable content and understanding customer intentions by leveraging analytics and insights. |
| Action | Bottom-of-the-funnel activities like prompting sales or conversions. |
| Follow up and Retention | Bottom-of-the-funnel activities like cross selling and upselling by promoting offers for existing customers. |
An example of a typical search funnel would be:
Awareness: The user visits your website, reads content on your page, or views videos related to what you offer. During this stage, it’s important for marketers to make sure they are providing content that will attract their target customer as well as keep them engaged enough to research further.
Consideration: This is when users begin researching more specific details about the product or service you offer – its features and benefits, prices, etc.. They may visit other websites for comparison shopping or research reviews from reliable sources in order to decide if this particular offering is right for them (this is known as “due diligence”).
Intent: At this phase users have decided that they want what you have but may still be undecided about where/when/how much money they’re willing/able to spend in order to purchase it so research continues until there are no more questions left unanswered (or until a sale has been made).
Action: Once all due diligence has completed and intent determined; the user completes the desired action by signing up via email address or purchasing directly through an eCommerce site (for instance).
Followup & Retention: After their initial success with your product or service, marketing efforts should focus on retaining customers by continuing education on how best use your offering(s) along with additional value-added materials like tutorials, video training series’, and discounts/promotions related products/services; ultimately building trust and brand loyalty over time in order for customers stay return again in future purchases!
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