The Funnel Problem
You're getting traffic. But nobody's converting.
The problem isn't traffic. It's your funnel.
The Customer Acquisition Funnel
Every customer goes through these stages:
- Awareness: They know you exist
- Interest: They're interested in learning more
- Consideration: They're considering buying
- Decision: They decide to buy or not
Optimizing Each Stage
Stage 1: Awareness
Get people to know you exist. Channels: Content, ads, partnerships, PR.
Metric: Impressions, reach, traffic
Target: 1,000+ people aware of you per month
Stage 2: Interest
Get them interested in learning more. Content: Blog posts, videos, webinars, case studies.
Metric: Click-through rate, email signups, demo requests
Target: 10% of aware people show interest
Stage 3: Consideration
Help them evaluate your product. Content: Pricing page, comparison, testimonials, free trial.
Metric: Trial signups, demo attendance, pricing page views
Target: 25% of interested people move to consideration
Stage 4: Decision
Remove friction from purchase. Make it easy to buy. Remove objections.
Metric: Conversion rate, customer acquisition
Target: 10% of considering people convert
The Math
1,000 aware → 100 interested → 25 considering → 2.5 customers
If you want 100 customers, you need 40,000 aware people.
Optimizing for Conversion
Landing Page Optimization
- Clear headline (what's the benefit?)
- Social proof (testimonials, logos)
- Clear CTA (make it obvious what to do)
- Remove distractions (no navigation, no links)
Email Optimization
- Personalized subject line
- Clear value prop in first line
- One clear CTA
- Test send times
Demo/Sales Call Optimization
- Qualify before the call (are they a good fit?)
- Have a clear agenda
- Ask questions (don't pitch)
- Close for the next step
Common Mistakes
Mistake 1: Focusing only on traffic. Traffic without conversion is useless.
Mistake 2: Not measuring each stage. You can't optimize what you don't measure.
Mistake 3: Leaky funnel. If 90% drop off at consideration, fix that first.
Mistake 4: Not testing. A/B test everything. Headlines, CTAs, copy.
The Bottom Line
Map your funnel. Measure each stage. Optimize the biggest leak. Repeat.
A 2% improvement at each stage compounds to 10%+ overall improvement.