What are the performance indicators to analyze for each phase of the funnel?
Posted: Tue Dec 10, 2024 6:05 am
In each phase of the funnel – be it “Messy” or linear – the objectives are different and, consequently, also the metrics to monitor.
Theoretical and simplified structure of a marketing funnel
Theoretical and simplified structure of a marketing funnel. Always from a theoretical point of view, we talk about Tofu, Mofu and Bofu.
In the initial phase, or “Top of the Funnel” ( TOFU ), the goal is to increase awareness of our brand. In this phase, performance indicators related to visibility and reach, such as coverage and impressions, are fundamental.
These metrics help us understand how large our target audience potentially is and how effectively we are reaching people with our messages.
In the intermediate phase, or “Middle of the Funnel” ( MOFU ), the thing we want to aim for is to get potential customers to consider our product or service.
Here, the metrics we want to observe and take into account most are those related to interaction and interest , the conversion rate and the number of outgoing clicks become crucial.
These performance indicators tell us approximately how netherlands whatsapp number data interested our potential customers are in what we are offering them and how much they are willing to interact with our brand to obtain information, feedback, be part of the community, etc.
Finally, in the final phase called “Bottom of the Funnel” ( BOFU ), the goal is to convert potential customers into actual buyers or potential customers if we are talking about leads and not sales.
At this point, metrics related to purchasing and loyalty , such as customer acquisition cost (CAC) and average order value, are the most important.
These metrics give us a way to understand how much we spend to acquire a new customer, how much a conversion costs us and how much value this customer brings to our business in the long term.
Another very important aspect when you want to create effective landing pages is that of reviews (social proof).
Today we are surrounded by reviews , everyone reviews everything and every item has stars, dots or diamonds that allow users to rate it.
If we have them, inserting valuable, real, credible reviews is essential to give the guest the opportunity to inform themselves through the words of others who have already tried the product or service.
Now that we have an overview, let’s dive deeper into each of these phases and discover the key metrics to monitor.
A disclaimer before starting is necessary though : all the metrics that we will see – if taken alone – can tell us very little, we must always have an overall vision and read the data with a “Full Funnel” mentality that follows the entire user journey.
Theoretical and simplified structure of a marketing funnel
Theoretical and simplified structure of a marketing funnel. Always from a theoretical point of view, we talk about Tofu, Mofu and Bofu.
In the initial phase, or “Top of the Funnel” ( TOFU ), the goal is to increase awareness of our brand. In this phase, performance indicators related to visibility and reach, such as coverage and impressions, are fundamental.
These metrics help us understand how large our target audience potentially is and how effectively we are reaching people with our messages.
In the intermediate phase, or “Middle of the Funnel” ( MOFU ), the thing we want to aim for is to get potential customers to consider our product or service.
Here, the metrics we want to observe and take into account most are those related to interaction and interest , the conversion rate and the number of outgoing clicks become crucial.
These performance indicators tell us approximately how netherlands whatsapp number data interested our potential customers are in what we are offering them and how much they are willing to interact with our brand to obtain information, feedback, be part of the community, etc.
Finally, in the final phase called “Bottom of the Funnel” ( BOFU ), the goal is to convert potential customers into actual buyers or potential customers if we are talking about leads and not sales.
At this point, metrics related to purchasing and loyalty , such as customer acquisition cost (CAC) and average order value, are the most important.
These metrics give us a way to understand how much we spend to acquire a new customer, how much a conversion costs us and how much value this customer brings to our business in the long term.
Another very important aspect when you want to create effective landing pages is that of reviews (social proof).
Today we are surrounded by reviews , everyone reviews everything and every item has stars, dots or diamonds that allow users to rate it.
If we have them, inserting valuable, real, credible reviews is essential to give the guest the opportunity to inform themselves through the words of others who have already tried the product or service.
Now that we have an overview, let’s dive deeper into each of these phases and discover the key metrics to monitor.
A disclaimer before starting is necessary though : all the metrics that we will see – if taken alone – can tell us very little, we must always have an overall vision and read the data with a “Full Funnel” mentality that follows the entire user journey.