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The Funnel
“Conversion funnel” (also known as “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process if often described as a funnel because, as a marketer, you are guiding the customer toward your conversion point.
The direction
However, unlike a traditional funnel, you don’t just pour people into it. Yes, you do your best to attract shoppers to the funnel, but once they arrive, you need to pull people through your funnel and guide them to the next desired action. In general, a customer should never feel closed in to a page (i.e. they need to have options) nor should they be confused about the next step to take (i.e. all options need to be visible, available and functional).
