The conversion funnel, also called the sales funnel, is the path a person follows from the moment they discover your offer to the purchase. It's drawn as a funnel because, at each stage, some people stop: many enter at the top, few come out as buyers at the bottom. Understanding this journey shows you where you lose potential customers.
The main stages
A funnel usually has four phases. Discovery, where the person hears about you for the first time. Interest, where they look into it and compare. Decision, where they hesitate and look for a reason to act. Finally action, the purchase or the inquiry. At each step, a friction, a doubt, or one step too many makes some visitors drop off.
Reducing the leaks
The mistake is trying to improve everything at once. Better to spot the stage with the sharpest drop and tackle it first. A confusing landing page, a call to action that's hard to see, or a form that's too long are classic leaks. Every obstacle removed improves your overall conversion rate, because whatever clears one stage carries into the next.
How Kaptor helps you convert
Kaptor works on both the top and the bottom of the funnel: it fills the top by finding qualified prospects to contact, and tends to the bottom with a clear website that turns visitors into inquiries. To build a page that converts, see our approach to the business website.