Redegal, Google Partner Premier agency 2025
Those who run an e-commerce or online business have likely come across the term sales funnel. But how well do you actually understand it, and how can you use it to draw in customers and increase your sales?
We share what a sales funnel is, why it’s important in digital marketing, its stages, and how you can apply it to your business to achieve conversions.
What is a sales funnel in digital marketing, and why does it matter?
This strategy is called a “funnel” because, just like a real funnel, a lot of people enter at the beginning (people who come into contact with your brand), However, only a small percentage progress to the final stage: conversion.
In digital marketing, the sales funnel helps you:
- Understand what stage each potential client is in.
- Create content and strategies adapted to each stage.
- Increase conversion rates by turning interested parties into customers.
Bottom line: If you want to sell more, you have to master the sales funnel.
Who created the sales funnel?
The concept of the sales funnel predates digital marketing by many years; it’s actually much older than most people realise. It was created in 1898 by Elias St. Elmo Lewis , an advertising advocate.
Elias played a key role in developing the AIDA (Attention, Interest, Desire, and Action) model , which aimed to describe the stages a consumer goes through before making a purchase decision.
Over time ,the model was refined and tailored to fit the digital environment. Today, we explore the stages of the sales funnel, which streamline the process and help businesses structure their marketing strategy.
How does the sales funnel work?
Attempting to sell immediately to someone who’s only just discovered your brand often comes across as forced. This is precisely where understanding what a sales funnel is and applying it effectively makes all the difference.
By applying this strategy, you get to:
- Accompany the customer at every stage of the purchasing journey.
- Offer relevant content at the right time , generating trust.
- Increase your conversion chances , because each stage prepares the customer for the final decision.
The stages of the sales funnel
To better understand what a sales funnel is, it’s important to know its three main stages . The funnel is divided into three parts (Top, Middle, and Bottom). Each corresponds to a specific moment in the customer journey and requires a different approach.
Top of the Funnel (ToFu): attraction
The top of the funnel (TOP) is when your audience first comes into contact with your brand .At this point, most people don’t even realise they have a problem or need, let alone that your product or service could help.
Your goal in this phase is to attract attention and spark interest .
Examples of content for this stage:
- SEO optimised blog posts .
- Social media posts .
- Short and educational videos.
- Free e-books with general tips.
Meio do Funil (MoFu): consideração
The top of the funnel (TOP) is when your audience first comes into contact with your brand .At this point, most people don’t even realise they have a problem or need, let alone that your product or service could help.
Your goal in this phase is to attract attention and spark interest .
Examples of content for this stage:
- SEO optimised blog posts .
- Social media posts .
- Short and educational videos.
- Free e-books with general tips.
Bottom of the Funnel (BoFu): conversion
At the bottom of the funnel (BoFu), the customer is ready to make the final decision. They just need one last incentive to choose your solution over a competitor’s.
Your goal here is to convert that contact into a customer.
Examples of content for this stage:
- Free product demonstrations.
- Testimonials and reviews from satisfied customers.
- Comparisons with the competition.
- Exclusive offers or discounts.
Sales Funnel Examples: How to Create One Step by Step
Now that you understand what a sales funnel is and its stages, let’s look at practical examples of how to apply this marketing strategy to your business.
Creating a sales funnel is a process you can structure in just a few steps. The most important thing is to know your audience well and offer the right content at each stage of the funnel.
Here are some steps to get started:
1. Define your target audience
Before creating any funnel, you need to know who you’re selling to. Research who your ideal customers are , and what their problems, needs, and goals are. The more detailed you are, the more effective the funnel will be.
2. Attract visitors
In this phase, the goal is to generate traffic and give visibility to your brand.
Tools and strategies you can use:
- SEO and content marketing (blog articles, introductory guides).
- Social media posts that spark interest.
- Paid campaigns (Google Ads, Meta Ads ) to increase reach.
Example: Create blog posts on topics that interest your audience. For example, if your product is management software, write about “how to better organise your work time.” This way, you can attract people who didn’t even know they needed a solution like yours.
3. Convert visitors into leads
Now’s the time to turn visitors into contacts. To do this, offer something of value in exchange for their data (such as email address).
- Landing pages with forms.
- Premium content (e-books, webinars, checklists).
- Newsletters with useful tips.
Example: Offer a free guide or webinar on “How to Increase Productivity with Digital Tools” in return for an email address, and just like that, you’ve got a qualified lead.
4. Nurture and educate leads
Not all leads are ready to buy immediately. You need to build trust here:
- Email marketing sequences with relevant information.
- Share success stories or demonstrations of your product.
- Content that helps solve specific problems.
5. Close the sale
Once the lead is informed and prepared, it’s time to show them why your solution is the best. You can do this through:
- Offering a free trial or personalised demonstration of your product.
- Show comparisons between your solution and that of the competition.
- Incentivise with exclusive discounts or special conditions.
For example, if a customer creates an account on your website or subscribes to your newsletter, send them an email with an exclusive discount code or a limited-time offer. This sense of exclusivity and urgency can be the touch that moves the customer toward a purchase.
Now that you know what a sales funnel is and how it works, it’s time to put this strategy into practice to attract more customers, improve conversions, and increase your sales.
If you need help building or optimising your digital marketing sales funnel, at Redegal we have a dedicated team that can support you every step of the way. Shall we talk?
