Thursday, February 4, 2010

Funnels

I'm a believer in the use of diagrams to depict complex situations (or just those where a picture paints a thousand words). And the diagrammatic use of funnels to show a development, progress or evolution is something I've come across quite a lot in my work.
Here's a few that have caught my eye:

1. The ecommerce Funnel:

Also known as the conversion funnel, this diagram shows the visitor drop-off at each stage along the online purchasing process, from homepage to sale confirmation.

2. The marketing funnel:
Also known as the 'advocacy' funnel, this plots user relationship along reducing path of engagement. There are numerous different versions of this funnel and each roughly follows the AIDA(s) marketing steps.
http://en.wikipedia.org/wiki/AIDA_(marketing)


3. The Twitter Funnel
In an interesting article recently on Mashable, Tim Trefren covers the Twitter sign up funnel and plots the 5 stages of initial usage:
1. Hit homepage
2. Go to signup page, fill out registration form
3. Browse suggested topics
4. Add e-mail friends
5. Search for someone

4. The Social Media Funnel:
Taking this to a higher-level, John Bell from Ogilvy360 has created his version of the Social Media Funnel.




















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