The purchase funnel , or purchasing funnel, is a consumer -focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. In , E. Elmo Lewis developed a model that mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase.

This staged process is summarized below:. The purchase funnel is also often referred to as the “customer funnel”, “marketing funnel”, “sales funnel”, or “conversion funnel”.

Townsend in This early model has been modified by marketing consultants and academics to cater to the modern customer and is now referred to in marketing as the “purchase funnel” or “buying funnel”. Many different business-to-consumer purchase models exist in marketing today, but it is generally accepted that the modern business-to-business purchase funnel has more stages, considers repurchase intent, and takes into account new technologies and changes in consumer purchase behavior.

The purchase funnel concept is used in marketing to guide promotional campaigns targeting different stages of the customer journey and as a basis for customer relationship management CRM programs and lead management campaigns. Similar to a purchase funnel, “conversion funnel” is a technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale.

The modern conversion funnel can have many entrance points, meaning people can enter at any stage of their life-cycle , they can leave and enter again.

This is why an effective online marketing strategy requires an omnichannel approach which combines various traffic sources, campaigns and re-engagement paths, and makes them work as one in order to finalize the purchase and even lead to loyal customers or brand advocates. From Wikipedia, the free encyclopedia. Model of theoretical customer journey toward purchase of a good or service.

Main article: Conversion funnel. Strong, Jr. The Psychology of Selling and Advertising. New York , p. The process is continually from the general to the specific, and the visualizing of the funnel has helped many salesmen to lead a customer from Attention to Interest, and beyond” p.

Elzinga, D. Journal of Electronic Commerce Research. Lead-generating social media strategies using the social media performance model: The B2B connection. Retrieved Categories : Marketing. Hidden categories: Articles with short description Short description is different from Wikidata.

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