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What is a sales funnel?

A sales funnel a tool in the form of a funnel chart, the role of which is to reflect the actual sales process. Apart from the sales department, we often meet him in the context of advertising and marketing. It is versatile, so every reliable e-commerce specialist should equip himself with knowledge about it. After reading the article below, you will learn examples of the practical use of the sales funnel, and you will learn how to include it in your activities.

What is a sales funnel?

First, some theory. A sales funnel-shaped by two people’s activities: Elias St. Elmo Lewis – an advertising supporter, and William. W. Townsend – the man responsible for acquiring customers. In the context of press advertising, Elias proposed the AIDA marketing model, assuming that the customer, having contact with the advertisement, follows a series of steps that bring him closer to the final action. William related his feelings about the sale to what Elias was saying, but he applied it to the total of potential customers, not to a single newspaper ad. Over time, the trend of visualizing the sales process as a funnel consisting of four stages: attention, interest, pursuit and action has spread.

Presenting it in this form shows how the brand moves from the general awareness of the customer to his interest in the product, shaping his beliefs about the product in the context of competition and the final purchase decision. When we want real profits, we should not have doubts about the rightness of this solution.

More complex versions of the sales funnel are currently being created based on other, more flexible models (the first one was created almost 150 years ago). The number of steps may vary. After all, we do not want to omit customers who already had products in their basket but changed their minds at the last minute. It would also be a shame to sell something only once and forget about the person later. A sales funnel necessary to segment customers and create relationships with them, e.g. by using CRM systems.

For brightening. The term funnel should not be confused with the buyer’s journey. The former considers the perspective of a given company and represents the buyer’s journey dependent on employees, third parties, or promoters. The funnel is supposed to help the brand understand what has been achieved through its own pursuits (e.g. we make someone want to buy a phone of a given brand through their advertising). The second term refers to the general need and willingness to buy a product (e.g. someone expresses the need to have a telephone at all, which prompts them to search).

What is a sales funnel?

ToFu, MoFu, BoFu – the use of a funnel in practice

We have already answered the question of what is a sales funnel. However, it is worth using the division into three categories described below for the whole project to make sense. We will tell who should come down the funnel and how it should be treated next. We will use distinctive English acronyms to show you how to apply the sales funnel in practice.

ToFu (Top of the Funnel) – the top of the funnel.

In this part, a group of customers can define as just gaining awareness of the brand or company. It could be anyone who comes into contact with our industry. Channels such as Facebook, Google and YouTube work great here. In B2B, you can use cold calling or networking at conferences. The easiest way to start promoting online is by publishing sponsored articles, creating original graphics, unique product presentations and videos. Additional coverage increasing the popularity of texts and creations can be achieved through positioning and Google Ads.

MoFu (Middle of the Funnel)   – the middle part of the funnel.

Halfway through the funnel, some people know they need to use a solution but don’t know with whom yet. They are interested in details rather than generalities they learned about at an earlier stage. They are already aware of their need and now choose from among the competition. The highest number of transactions is recorded for email and event marketing. A single brand differentiator may determine sales success.

BoFu (Bottom of the Funnel) – the bottom of the funnel.

At the very bottom, there is the narrowest specific group that requires final confirmation. When finalizing the transaction, reviews, trials (trial versions), unexpected discounts, examples of cooperation effects or success stories can help.

What is a sales funnel?

Tools necessary to control the sales process

No theoretical knowledge will help us if we do not put it into practice. It will be necessary to use tools that will allow us to study where our customers are. Google Analytics turns out to be the easiest to use. Its application examples:

  • allows you to understand at which stages customers give up shopping,
  • makes it possible to identify websites and products with low effectiveness,
  • allows you to determine which channels contribute the most to increasing sales,
  • allows you to track the steps your customers are taking to complete the transaction.

It is worth equipping yourself with a CRM (customer relationship management system) and using it to add value to individual leads. How? We can assign a higher value to a customer who watched the entire video than a person who watched only 10%. When subscribing to the promotional newsletter, we can say that the person is already in the middle of the funnel. Ultimately, those who choose to purchase can be seen as able to establish a long relationship with the brand.


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How does SEO work?

Situating the site is tied to expanding its permeability in the natural web crawler results, including Google web search tools. Search engine optimization experts impact the site’s assessment by calculations. This is done through SEO exercises comprising site enhancement (on location exercises) and expanding its power through important connections (off-site works).

Is website positioning profitable?

Web optimization assists with getting traffic to our site over the long haul. The expense of procuring a client from internet searcher results can be a lot less expensive than on account of paid promotions. An appropriately pre-arranged SEO system positively affects site transformations. Situating the site for some inquiries, from the long tail to mid and cash watchwords, additionally assemble clients’ confidence in our site.

When can positioning effects be expected?

Site design improvement on the Internet gives results after quite a while, so it merits showing restraint. The outcomes are likewise not given for the last time. Accomplishing a situation in TOP3, TOP5, or TOP10 doesn’t ensure that we will keep them in the coming months. The positioning depends on numerous components that change habitually.

Does positioning / SEO guarantee a high position?

Web optimization organizations make moves that add to the improvement of the site’s position yet can’t ensure a particular spot in the indexed lists. Google regularly makes abrupt and sudden changes to your positioning. The positioners do not affect on:
changes in positioning calculations,
activities of the opposition,
programmer assaults,
blunders in the site code or worker activity; for example, secure your site with HTTPS.

Is positioning needed?

Yes, of course! 
Positioning the website is currently the most effective way to obtain organic traffic from search engines and attract people interested in the services or products of a given company or online store to the website. 
Even small, individual SEO activities can translate into increased traffic on the website. 
At dubaiseo.net, we focus on comprehensive service for the entire website and positioning ito guarantee not only high and a stable position of the company website in the TOP 10 and even tops 3 views for the most important keywords.

How long does SEO take?

It isn’t easy to give an unequivocal answer to this. 
The time after which you can see the first results of positioning is influenced by many factors: the industry in which you operate, the experience of SEO specialists working on your website, the positioning strategy used, the history of the website, i.e. previous SEO activities, and finally the intensity of the competition itself. 
At dubaiseo.net, while positioning the website, we do not strive to achieve the first position for a while – the result is a high and stable position.


We focus on a comprehensive SEO strategy, which – although it is more time-consuming than actions aimed at rapid position growth – ultimately brings much greater benefits and a stable position that you will not lose after a week. 
It is worth remembering that the competition is also working on their SEO. Depending on the industry, the popularity of the key phrase or the range of the page, the time needed to overtake it may be slightly longer.

How many keywords can you rank for?

This is a question that appears quite often, and there is no universal answer to it. 
The number of keywords for which you can position your website or online store will depend not only on the size of the company and the website itself or the budget allocated to the SEO campaign but also on the potential of the phrases. 
It is not worth investing in those that will not bring the expected conversion.


Positioning for a small number of keywords is usually profitable when the website is not yet well developed. 
Overloading a few subpages with many keywords will be unnatural and will not appeal to search engine robots. 
It will be similar in the case of positioning only for one and two phrases, where SEO activities will be obvious and, at the same time, unfavourable for the search engine, which earns on paid positioning. 
At dubaiseo.net, we try to position websites for many phrases, taking into account the broader context of the company’s activity and long-tail phrases, which allow you to place the page in response to particular search queries. 
The more visible your site is in industry-specific queries, the easier it will be to build your image as an industry-specific expert.

How can you verify the effects of positioning?

Tools for tracking and analyzing websites can provide a lot of information that, if read correctly, will allow you to verify the effectiveness of positioning and develop a plan for further SEO activities. 
There are several ways to verify the effects of positioning. 
Among the most popular are worth mentioning:


1. analysis of the number of visits to the site from organic search results (available in Google Analytics, among others),

2. analysis of the key phrases that direct users to the site (available when combined with Google Analytics, Google Webmaster Tools and Ahrefs),

3. measuring the website’s visibility in natural search results (a good tool for this action is, e.g. Senuto),

4.analysis of the click-through rate (CTR) for each query that causes the page to be displayed in the search results,

5. analysis of the website’s average position for a given query (available, among others, in Semstorm).

Will my website reach the top positions in Google?

The answer to this question depends on many factors. 
At dubaiseo.net, we can boast of 20 years of experience in positioning websites and online stores in the Google search engine. 
Our SEO specialists have already served over 300,000 clients and follow the latest positioning news. 
We always try to cooperate with our clients so that the activities carried out bring the best results. 
In our conversations, we often emphasize that some goals require long-term action. 
It is hard to expect the website to appear in top positions in Google after a week or even a month of work on its optimization. 
However, is there a chance to achieve TOP 3 and TOP 10 views for your company website? 
Definitely yes!

What is an SEO audit, and what is its scope?

During the SEO audit, we check all the most important elements that determine the final position of the website in search engines. 
We try to find areas where corrections can be made. 
Positioning is about the quality of the content and the website itself, which – according to an ideal scenario – should be legible for search engine robots. 
During the SEO audit, we will check the addresses of subpages, metadata (primarily the title and description tags), the page code responsible for the speed of its loading and readability for search engine robots. 
As for the content, the main importance is attached to the appropriate saturation with keywords, the correct distribution of content on the website, and internal and external links.

What does website optimization include?

Website optimization can be divided into two main tasks:


1. technical optimization of the website – within it, we will focus on improving the quality of the code, links, headers or website organization, 
2. content optimization – creating descriptions using selected key phrases.

The website should be optimized to read. It does not cause the search engine crawlers a bigger problem. 
At the same time, we make sure that its interface is user-friendly and clear for visiting users.


We also optimize the page display speed (which is influenced, among others, by the code size and graphics), headers and meta tags, and internal links.


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It is worth equipping yourself with a CRM (customer relationship management system) and using it to add value to individual leads. How? We can assign a higher value to a customer who watched the entire video than a person who watched only 10%. When subscribing to the promotional newsletter, we can say that the person is already in the middle of the funnel. Ultimately, those who choose to purchase can be seen as able to establish a long relationship with the brand.

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