Sales funnel: from capture to conversion

Get more visits, more leads and more sales with the sales funnel. Communicate with the most appropriate channel at each step.

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What is the sales funnel?

Sales funnel is an approach that aims to transform a website visitor into a regular consumer. The funnel represents the customer’s buying process, taking into account the history of interactions with your brand, the first visit to the website, until the decision to buy a product or service.

A funnel strategy values ​​the so-called level of consumer awareness. It means that a customer, before buying, needs to be educated or nourished with relevant content, capable of raising the perception of business value over time.

What are the stages of the sales funnel?

Before the purchase, the customer needs to be educated or nurtured with relevant content, which can increase the perception of the value they have of your brand over time.

Top (ToFu) »

Also known as the attraction stage, the top of the funnel aims to introduce your company to the potential customer. However, attraction should be done with discretion, as the idea here is to educate and nurture the audience with quality content.

There are several channels that can help with a top-of-the-funnel strategy: Blog articles, social networks, among others.

Middle (MoFu) »

Also called the consideration stage, the middle part of the funnel maintains some characteristics of the previous stage. However, the level of awareness of the leads about their problems and needs is a bit higher. This means that their buying decision is starting to mature. It is expected that the lead will not make such a generic search when he/she has a better understanding of his/her need.

At this stage it is important to have an attractive design, with CTA’s that highlight your brand. You can use page templates for example.

Bottom (BoFu) »

The bottom of the funnel is the decision stage, where you begin to take a more targeted approach than in the previous stage. This is because the potential customer should already be with enough information to close a deal. Instead of focusing on more content, your brand should start describing the benefits of your products or services. The idea, therefore, is to present elements that differentiate your product from others.

Also known as CTAs, these buttons are often the link between the stages of the funnel, as they measure a lead’s level of interest in a piece of content. Now, let’s run a test with you:

I want to implement a sales funnel »

How can E-goi help when managing a sales funnel?

This is the easiest question ever! We have all the channels available for a high conversion sales funnel:

Free Landing Pages

Create free landing pages and convert visitors into customers without having to hire a designer or knowing HTML.

Forms - E-goi

Easy-to-implement forms

Enjoy every moment of capturing contacts and use E-goi forms to increase your database.

Free templates for newsletters

Several newsletters’ templates available, ready to send and to grow traffic to your website!

Web Push

Web push notifications have an opening rate 30% higher than e-mail. Communicate new content to your audience and increase interest around your brand.

Social Media

Create and schedule posts on social media, including Google My Business. There are no limits!

Marketing Automation

Did the contact submit its information on the form? Send a thank you e-mail and share your latest blog articles.


How to implement the sales funnel?

There is no magic formula in this case. The most practical thing to do is to test possibilities, but we have some tips to keep in mind when implementing the sales funnel.

Mapping the buying process »

In practice, it means extracting relevant information from the customer’s channels of contact. At this stage, the manager must understand whether Instagram and the blog, for example, are effective in maturing the buying decision of potential customers.

Defining milestones »

It is important to take into account the evolving perspective of the consumer. The more your brand publishes quality content on its channels, the greater the chances that a visitor will become a lead and then a customer. From milestones, you can identify what drives the person to evolve in the sales funnel.

These steps are important to know exactly when the customer has entered a new stage of the funnel and use the appropriate channels to convince them to move to the next stage as quickly as possible.

Strategic planning »

More than setting objectives and goals, planning should value the measurement of results. After all, it is essential to have access to the right metrics to compare sales performance with expected results. When planning, managers should give deadlines for the achievement of their objectives and goals, giving a more professional approach to the structuring of the funnel. 

Optimization and scalable growth »

Both optimization and scalability are implemented with performance indicators and conversion rates. The performance indicators show, through metrics, what needs to be maintained and what can be discarded for the funnel to scale. The conversion rates measures the decisions in a general context, beyond sales. It means, for example, knowing how many people opened an email, which of them read it and which of them took a specific action. If it works, the strategy can be applied on a larger scale.

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Frequently asked questions about the sales funnel

How does a sales funnel work?

Consider a shoe brand with an online store. In this case, we can consider as ToFu (top of funnel), a potential customer that started searching for “comfortable shoes” and found an article from this brand’s website about the 5 best shoes for working.

When reading the article, the customer feels identified with the benefits that this brand provides on a daily basis. The customer realizes that he/she doesn’t have comfortable shoes.

Then, in MoFu (middle of the funnel), this potential customer searches the website to check if the shoes mentioned in the article are still available.

In BoFu (bottom of the funnel), the potential customer compares prices, searches for reviews and realizes that they are all positive. The customer ultimately decides to buy the shoes.

After purchasing the shoes, the customer receives an email with a set of tips for cleaning them. The customer notices that the brand really cares about its customers and is concerned about making the shoes last as long as possible.

Happy with the experience, the customer decides to leave a positive comment about his/her experience, as requested on the email.

What are the advantages of a sales funnel?

Monitoring Results – As each stage of the sales funnel depends on the performance of the previous one, it is easier to know how many people must be in ToFu to generate X customers at the end of the process.
Only in this way is it possible to predict whether the marketing and sales sectors will be able to achieve the goals and how long it will take to reach it.

Higher productivity – With a structured sales funnel, we are able to monitor processes, detect inefficiencies and bottlenecks to improve results. It is possible to track the status of each sale in real time.

New solutions – With loyal customers and constant communication, you will have access to valuable information that can dictate new directions for your business: complementary services, increased offer, among others.

Why is it important to define your sales funnel?

Tracking customers and monitoring traffic is important, but the sales funnel allows you to go further. A sales funnel strategy allows you to know how customers come to your business, what they search for and what their main pain points are at the time of the purchase.

A robust sales funnel strategy allows you to attract more and more visits and the conversion rate to be higher.

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