sales funnel

Customer goes through these phases

1. Learn how to define the problem (Top of funnel)
2. Researching solutions (Middle of funnel)
3. Compare options (Bottom of funnel)
4. Conversion (Purchase or download)

89% of purchases start with a purchase

Capture at top. Guide to the bottom.

Example of funnel

1. “What’s causing my insomnia?”
   • Question format
   • Little technical language
   • Lower competition
2. “Spring mattress or foam mattress”
   • Comparisons
   • Competing with ads
3. “Queen memory foam mattress”
   • Branded search queries
   • High competition
   • Heavier ad placement