Remember the good old days when analyzing the funnel was 'easy.' You basically could think of the funnel as St. Elmo Lewis did in the late 1890's* (with maybe one or two additional steps):
Awareness – the customer is aware of the existence of a product or service
Interest – actively expressing an interest in a product group
Desire – aspiring to a particular brand or product
Action – taking the next step towards purchasing the chosen product
Over the years, I've spent a lot of time analyzing clients' funnels, thinking about funnels and occasionally writing about funnels. But in looking back, I realized I have been very fragmented in my focus. Sure things were easy when I wrote that first post for IBM. But little by little things have gotten more complex. The funnel has morphed into an unrecognizable shape, with each step having its own set of details to think about.
1. Initial Opportunity - Someone is considering something you offer 2. Awareness - Someone learns that you exist 3. Attention - Someone finds you and visits your site OR goes to your store 4. Opportunity - Someone returns to your site OR goes to your store 5. Purchase funnel - Getting close.... 6. Purchase journey - Will they make it? 7. Checkout page - The last hurdle, or is it? 8. Payments - What??? Time to start considering this as a step in the funnel 9. Post purchase experience - What? There’s more???
I'll cover all of these in more detail. Right now, just a little food for thought for the weekend.