What is a conversion funnel?
“Conversion funnel” (also known as “sales funnel”) is a phrase that helps you to visualize the flow by which a potential customer lands on your site and then takes a desired action (i.e. converts). This process if often described as a funnel because, as a marketer, you are guiding the customer toward your conversion point. You are pouring people into the funnel, and pointing them to a specific exit.
In general, a customer should never feel closed in to a page (i.e. they need to have options) nor should they be confused about the next step to take (i.e. all options need to be visible, available and functional). However, they should be guided to the action that your site needs them to perform!
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.