Marketing funnels for online stores 

The ultimate guide

Written by Manuel Lamas | Updated: June 27, 2025 

The light at the end of the tunnel ...

 

Definition of a marketing funnel and its importance

A marketing funnel is a strategy that guides prospects through different stages of their buying journey, from initial discovery to final purchase. It helps businesses understand and optimize the customer experience at every stage. At KingEshop , I've found that fully understanding and applying this concept is key to turning visitors into satisfied customers.

 

• Difference between sales funnel and marketing funnel

The marketing funnel focuses on attracting and converting leads into potential customers, while the sales funnel focuses mainly on converting those leads into paying customers. The marketing funnel is broader and includes strategies for awareness, education, and engagement.

 

• Why online stores must master the concept

Mastering the marketing funnel allows online stores to maximize conversions, reduce abandonment, and optimize marketing efforts. It also helps segment audiences and personalize messages to meet specific prospect needs. At KingEshop, I've seen how a well-planned approach can transform an online store's performance — especially for artisans — and significantly increase sales.  

The main stages of the marketing funnel

 

Awareness (awareness/attention)

This step is about making your brand or product known. Prospects discover your business through ads, blog posts, social media, or search results. The goal is to grab their attention and spark their initial interest.

 

Interest (interest/consideration)

At this stage, prospects show interest in your offer. They search for information, compare options, and consider making a purchase. Providing educational content, case studies, or testimonials can help maintain their engagement.

 

Decision (intention/action)

Prospects are ready to make a decision. They review details like pricing, reviews, or guarantees. Clear calls to action, limited-time offers, or demos can help convert these prospects into customers.

 

Advocacy (loyalty/engagement)

After the purchase, the goal is to turn customers into loyal brand ambassadors. Providing excellent after-sales service, loyalty programs, or referral incentives can strengthen their engagement and loyalty — especially when they share the brand's values, such as through a eco-friendly marketing .

Importance of an effective marketing funnel

 

Maximizing conversions at every stage

A well-designed marketing funnel increases conversion rates by smoothly guiding prospects through each stage of the customer journey. For example:

 

• Awareness stage (awareness)

By using targeted ads on social media, an online store can attract the attention of potential customers. For example, an Instagram campaign showcasing trending products.

 

• Interest stage (interest)

Sending personalized emails with recommendations based on browsing behavior can encourage prospects to explore your products further.

 

• Decision stage (decision)

Offering time-limited discount codes or customer testimonials builds trust and encourages prospects to complete their purchase.

 

Reducing abandonment through targeted strategies

Effective marketing funnels integrate tactics to reduce cart abandonment: Abandoned cart recovery

 

Sending automated SMS or emails reminding customers that they left items in their cart, along with a special offer, can boost conversions.

 

• Landing page optimization

Clear and fast-loading pages, highlighting relevant calls to action (CTA), reduce the chances of visitors leaving without taking action.

 

Real-life examples of successful marketing funnels

 

• Example 1: A fashion boutique

A Facebook campaign attracts visitors to a blog page featuring fashion trends. This page includes a call to action to download a free guide in exchange for an email, followed by an automated sequence presenting specific products and offering a discount code for new subscribers.

 

• Example 2: An electronics gadget store

After targeting audiences with YouTube ads, the store uses a funnel that includes explainer videos and product comparisons to educate and persuade prospects.

 

• Example 3: KingEshop

In my experience, KingEshop uses a combination of informative articles, video tutorials, and free trials to convert visitors into users of its platform. These strategic steps help guide each prospect according to their level of awareness and interest.

Top of Funnel (TOFU): Attract attention

 

Content creation strategies

Creating relevant and engaging content is essential to capture prospects' attention at the beginning of the funnel :

 

• Blogs

Publish educational articles on topics your target audience is searching for. For example, a cosmetics store could write about "Best ingredients for glowing skin".

 

• Videos

Create tutorials or product demos on YouTube or Instagram Reels. A fashion store could share outfit ideas for special occasions.

 

• Social media

Share infographics, polls, or engaging stories on platforms like Instagram, TikTok, or Facebook to attract new audiences.

 

Importance of SEO to generate organic traffic

Optimizing your site for search engines increases its visibility :

 

• Keyword research

Identify high-volume relevant keywords. For example, a gadget store might target "best wireless earbuds".

 

• Long-form content

Publish comprehensive guides that answer common user questions. These resources provide value and improve your search engine rankings.

 

• Technical optimization

Improve site loading speed, use optimized meta tags, and ensure mobile compatibility. This enhances user experience and supports better SEO rankings.

 

Using paid ads to reach a new audience

Paid advertising helps you quickly expand your reach :

 

• Facebook and Instagram Ads

Target specific audience segments with appealing visuals and tailored messages. A jewelry store could highlight a special collection for Valentine's Day.

 

• Google Ads

Use search campaigns to appear at the top of search results for transactional keywords like "buy shoes online".

 

• Video ads

Run ads on YouTube to showcase your products dynamically and grab the attention of a visual audience.

 

• Example: KingEshop

In managing KingEshop, optimized SEO blog posts and video tutorials play a central role in attracting the attention of entrepreneurs looking to build their online store. These efforts, combined with targeted advertising, significantly increase visibility and engagement.

Middle of Funnel (MOFU): Generating interest and consideration

 

Offer value through lead magnets

Lead magnets help collect information while delivering real value :

 

• Ebooks

Créer un ebook pratique répondant aux besoins spécifiques de vos prospects. Par exemple, une boutique de produits bio pourrait proposer "Les secrets d'une alimentation équilibrée".

 

• White paper

Publish an in-depth analysis on a current topic. A tech store could offer "The Future of Connected Gadgets".

 

• Checklist or guide

Offer simple guides, like "10 steps to plan a perfect wedding" for a store specialized in wedding decorations.

 

Creating educational content

Providing useful information strengthens your brand's credibility :

 

• Webinars

Host live sessions to answer questions from prospects. A software store could host a webinar titled "How to automate your tasks with [Software Name]".

 

• FAQ

Create a complete FAQ section on your site to answer common questions. For example, a clothing store could include answers about sizing and returns.

 

• Case studies

Show how your product or service has helped other customers. A furniture store could share a case study on the successful transformation of an interior space thanks to its furniture.

 

Using retargeting ads

Retargeting is a key strategy to re-engage prospects who showed initial interest :

 

• Dynamic ads

Display specific products that visitors viewed on your site. For example, a fashion store could show items left in an abandoned cart.

 

• Limited-time offers

Target prospects with ads offering a temporary discount to encourage them to act quickly.

 

• Sponsored educational content

Promote educational articles or videos to help prospects better understand your products or services.

 

• Example: KingEshop

At KingEshop, we use lead magnets such as free guides to help create an online store. We also include case studies of successful shops and interactive webinars to educate our prospects and guide them through their decision-making journey.

Bottom of Funnel (BOFU): Encourage action

 

Optimizing product pages and CTAs

The final stage of the marketing funnel requires clear and engaging product pages :

 

• Detailed descriptions

Include descriptions that highlight the product's unique benefits. For example, a cosmetics store could emphasize natural ingredients and proven results.

 

• Images and videos

Use high-resolution images and videos showing the product in action. A clothing store could include videos featuring models wearing the clothes in motion.

 

• Effective CTAs (Call-to-Action)

Create clear CTAs like "Buy Now", "Try for Free" or "Add to Cart". For example, a tech store could use "Discover your future gadget today".

 

Use of demos or free trials

Providing a direct experience helps reduce purchase barriers:

 

• Online demonstrations

Offer live demonstrations to showcase the product's features. A software store could host a demo to show how to automate a task with its tool.

 

• Free trials

Allow customers to try a product or service before committing. For example, a streaming platform might offer one month free.

 

• Samples

Send physical samples to let prospects discover your products. A food store might include a free sample with each order.

 

Purchase incentive strategies

Encourage prospects to take action with attractive offers:

 

• Limited-time offers

Create urgency with limited-time offers, like "10% off today only".

 

• Guarantees

Offer a money-back guarantee to reassure buyers. For example, a mattress store could offer a 100-night trial guarantee.

 

• Free delivery

Encourage prospects to buy by offering free delivery over a certain purchase amount.

 

• Example: KingEshop

With KingEshop, we optimize CTAs on our users' product pages to make them intuitive and impactful. We also encourage our clients to offer guarantees and interactive demos to maximize conversions on their stores.

Post-Funnel: Loyalty and engagement

 

Importance of customer satisfaction after purchase

Customer relationship doesn't end after the purchase. Ensuring satisfaction is key to building loyalty:

 

• Satisfaction surveys

Send simple surveys to understand the customer experience. An online store could ask: "Are you satisfied with your purchase? How can we improve?"

 

• Responsive customer service

Offer fast and efficient support through multiple channels like live chat, email, or social media.

 

• Personalized follow-up

Send a post-purchase message to thank customers and provide product usage tips.

 

Implementing loyalty and referral programs

Loyalty and referral programs boost engagement and encourage repeat purchases:

 

• Points programs

Reward purchases with points redeemable for discounts. A fashion store could offer 1 point per clothing item purchased.

Create content tailored to each stage

 

Effective content types for each stage of the funnel

 

• Top of Funnel (TOFU)

At this stage, content should capture attention and spark interest:

 

• Informative blog articles:

Educate your audience on topics related to your field. For example, a cosmetics store could write an article: "5 Benefits of Aloe Vera for Your Skin".

 

• Engaging videos:

Create short and captivating videos on social media to showcase your products or values.

 

• Infographics:

Share visual data to explain complex concepts in a simple way.

 

• Middle of Funnel (MOFU)

At this stage, content should deepen prospects' interest and convince them to consider your product or service:

 

• Educational webinars:

A tech store could host a webinar titled: "How to choose the best laptop for your needs".

 

• Case studies:

Show real examples where your products solved customer problems.

 

• Detailed FAQs:

Answer frequently asked questions to clear prospects' doubts.

 

• Bottom of Funnel (BOFU)

The content should motivate prospects to take action:

 

• Product demos:

A software store could offer videos showcasing the main features in action.

 

• Special offers:

Send emails with time-limited discounts to encourage purchases.

 

• Customer reviews:

Highlight testimonials and positive reviews on your product pages.

 

Concrete examples of successful campaigns

 

• Campaign 1: A clothing store

 

- TOFU: Creating a blog about fashion trends to attract a broad audience.

 

- MOFU: Send a free ebook titled "How to Build a Capsule Wardrobe" to capture leads.

 

- BOFU: Launch an email campaign with a discount code to finalize the purchase.

 

• Campaign 2: An electronics store

 

- TOFU: Sharing educational videos on "How to optimize your home with smart gadgets".

 

- MOFU: Using case studies that show satisfied customers who automated their homes.

 

- BOFU: Offer a 30-day free trial for a premium gadget.

 

• Campaign 3: A cosmetics store

 

- TOFU: Sharing infographics about the benefits of natural ingredients used in their products.

 

- MOFU: Hosting a webinar with dermatologists to discuss skincare routines.

 

- BOFU: Limited-time bundle offer including the store's best-sellers.

How to analyze and optimize your marketing funnel

 

Key KPIs for each stage

 

Top of Funnel (TOFU):

 

• Ad impressions:

Evaluate how many times your ads were viewed.

 

• Organic traffic:

Measure the number of visitors coming from search engines.

 

• Social media engagement:

Analyze the likes, shares, and comments on your posts.

 

Middle of Funnel (MOFU):

 

• Click-through rate (CTR):

Calculate the click-through rate on your emails or ads.

 

• Lead conversion rate:

Measure how many leads move to the next stage.

 

• Average time on educational pages:

Assess the level of interest in your content.

 

Bottom of Funnel (BOFU):

 

• Cart abandonment rate:

Identify the percentage of prospects who add products but do not complete their purchase.

 

• Conversion rate:

Measure how many prospects become customers.

 

• Average Order Value (AOV):

Calculate the average amount spent per customer.

 

Post-Funnel:

 

• Loyalty rate:

Measure the percentage of repeat customers.

 

• Net Promoter Score (NPS):

Evaluate customer satisfaction and willingness to recommend.

 

Recommended analysis tools

 

Google Analytics:

 

• Traffic analysis:

Identify the sources that generate the most visitors.

 

• User behavior:

Track visited pages and the customer journey.

 

• Bounce rate:

Identify the pages where visitors leave the site without interacting.

 

HotJar:

 

• Heatmaps:

See where visitors click most on your site.

 

• Session recordings:

Observe user behavior in real time.

 

• Surveys:

Collect direct feedback from visitors to understand their needs.

 

SEMrush and Ahrefs:

 

• Keyword analysis:

Identify SEO opportunities to attract more traffic.

 

• Competitor analysis:

Discover the strategies used by your competitors.

 

Strategies to reduce friction points in the funnel

 

Product page optimization:

 

• Clear and detailed description:

Include benefits, specifications, and FAQ.

 

• Reviews and testimonials:

Add customer feedback to build trust.

 

• Fast loading:

Use tools like PageSpeed Insights to improve page speed.

 

Improving user experience:

 

• Simplify the checkout process:

Reduce required fields and offer multiple payment methods.

 

• Intuitive navigation:

Make key information easy to access with a well-structured menu.

 

• Mobile compatibility:

Ensure your site is optimized for smartphones.

 

Tracking and A/B testing:

 

• CTA testing:

Compare different calls to action to identify which one converts best.

 

• Email optimization:

Test subjects, content, and visuals to maximize opens and clicks. - Drop-off analysis: Identify the stages where prospects leave the funnel and make adjustments.

Case studies: Online stores that mastered their marketing funnel

 

Example 1: A clothing store with an impactful TOFU

 

• Initial problem

The store struggled to attract new customers and stand out in a saturated market.

 

• Implemented solution

 

- Created a fashion blog with trend advice and shopping guides.

 

- Launched social media ads with attractive visuals and storytelling focused on brand identity.

 

- Using influencers to promote products and expand reach.

 

• Results

 

- 40% increase in organic traffic within three months.

 

- Increased engagement on social media, with an average click-through rate (CTR) of 5%.

 

- 20% more leads generated through informative content.

 

Example 2: A tech store reducing abandonment thanks to MOFU

 

• Initial problem

The tech store noticed a high cart abandonment rate and low prospect engagement after their first visit.

 

• Implemented solution

 

- Sending educational email sequences about the unique features of the products.

 

- Creating explanatory videos and hands-on demonstrations to address objections.

 

- Implementation of retargeting ads to remind prospects of their abandoned carts.

 

• Results

 

- 30% reduction in cart abandonment rate.

 

- 45% open rate on educational emails, with a 12% click-through rate.

 

- 15% increase in conversions on featured products.

 

Example 3: An organic shop building customer loyalty after purchase

 

• Initial problem

The shop struggled to maintain customer engagement after the initial purchase, which limited repeat purchases.

 

• Implemented solution

 

- Implementation of a loyalty program with points rewarding purchases and referrals.

 

- Monthly newsletters with recipes, product usage tips and exclusive offers.

 

- Creating educational content about the benefits of organic products to retain existing customers.

 

• Results

 

- 25% increase in repeat purchases within six months.

 

- 18% growth in newsletter subscriber base.

 

- Loyalty program participation rate reaching 35%.

Common mistakes to avoid

 

Not segmenting your customers

 

• Impact

Without segmentation, you may send irrelevant messages, leading to a drop in engagement and interest from prospects.

 

• Example

An online store that sends the same promotional email to loyal customers and new subscribers. Result: existing customers feel undervalued, and prospects find the offer poorly targeted.

 

• Solution

Use CRM tools to segment your customers based on their behavior, purchase history, or preferences. Tailor your messages to each group to improve relevance and conversions.

 

Ignoring analytics data

 

• Impact

Not analyzing your data can prevent you from identifying friction points in your marketing funnel, leading to lost conversion opportunities.

 

• Example

A store that does not monitor its cart abandonment rate and continues using ineffective CTAs. Result: prospects leave the site without completing their purchases.

 

• Solution

Use tools like Google Analytics or HotJar to track user behavior and identify the steps where they drop off. Adjust your campaigns based on the insights gained.

 

Sending a generic message to all prospects

 

• Impact

A generic message does not address the specific needs of prospects, which can hurt engagement and conversions.

 

• Example

A newsletter campaign that uses a standard offer for all customer segments. Prospects ready to buy find the offer unconvincing, while new visitors do not understand the value of the proposition.

 

• Solution

Take a personalized approach by crafting messages tailored to each prospect's awareness level and behavior. For example, offer exclusive deals for loyal customers and educational guides for new visitors.

New trends in marketing funnels

 

Growing role of artificial intelligence

 

• Impact

Artificial intelligence (AI) enables advanced analysis of user behavior and continuous optimization of marketing funnels.

 

• Example

An online store uses AI to recommend products based on user preferences, increasing the conversion rate.

 

• Solution

Adopt AI tools to personalize the user experience. For example, use platforms like Klaviyo or Salesforce Einstein for dynamic recommendations and targeted campaigns.

 

Real-time message personalization

 

• Impact

Real-time personalization improves engagement by offering tailored deals at the exact moment prospects interact with your brand.

 

• Example

A clothing store displays specific promotions on product pages based on the user's real-time browsing history.

 

• Solution

Use tools like Dynamic Yield or Optimizely to personalize messages and offers on your website or email campaigns.

 

Integration of augmented reality into the customer experience

 

• Impact

Augmented reality (AR) enhances the customer experience by allowing prospects to interact with your products in an immersive way.

 

• Example

An online furniture store offers an AR app that allows users to visualize furniture in their own space before placing an order.

 

• Solution

Invest in AR apps or plugins, such as those offered by Shopify AR, to make the shopping experience more engaging and interactive.

How to adapt the marketing funnel to your niche

 

Identify the specific needs of your audience

 

• Impact

Understanding your audience's expectations and challenges allows you to design a marketing funnel that precisely meets their needs.

 

• Example

An organic products store identifies that its audience is looking for natural and transparent ingredients. It adapts its TOFU content to educate about the benefits of its ingredients and reassure prospects.

 

• Solution

Use surveys, polls, or analytics tools like Google Analytics to collect data about your target audience and tailor your messages accordingly.

 

Tailored strategies for saturated vs. emerging markets

 

• Saturated markets

In a saturated market, stand out by highlighting unique features or brand values.

 

• Example

A tech store in a saturated headphone market focuses on promises of sound innovation and case studies showcasing the superior quality of its products.

 

• Emerging markets

In an emerging market, educate potential customers about the relevance and usefulness of your products.

 

• Example

A store offering a new type of energy drink made with natural ingredients uses explainer videos and webinars to educate prospects about the product's benefits.

 

Examples of adaptation for different sectors

 

• Fashion

For a fashion store, integrate features like a "virtual try-on" to engage prospects at the MOFU stage and boost conversions.

 

• Tech

A tech store can include live demos and product comparisons at the BOFU stage to help customers make their decision.

 

• Beauty

In the beauty sector, using influencers and video tutorials in the TOFU stage can grab attention and build trust.

 

• Solution

Analyze common practices in your niche and adopt specific tools to strengthen your marketing funnel, such as augmented reality try-on solutions for cosmetics or demos for tech products.

The future of marketing funnels

 

Changing consumer expectations

 

• Increased personalization

Consumers expect more personalized experiences tailored to their specific needs.

 

• Example

A fashion store uses purchase history to recommend relevant products and create targeted campaigns for each audience segment.

 

• Solution

Invest in segmentation tools and AI-based algorithms to analyze customer data and adjust messages in real time.

 

Role of automation in marketing funnels

 

• Campaign automation

Automation allows sending personalized messages at each stage of the funnel, reducing manual effort and increasing efficiency.

 

• Example

A tech store automatically sends abandoned cart reminders with limited-time offers to convert hesitant prospects.

 

• Continuous optimization

Automated systems collect and analyze data, identifying weak points in the funnel and suggesting real-time adjustments.

 

• Example

A cosmetics store uses automation tools to test different product page versions and optimize conversions.

 

Integration of advanced tools for continuous optimization

 

• Artificial intelligence

Artificial intelligence plays a key role in predicting customer behavior and personalizing marketing campaigns.

 

• Example

A food store uses AI-based recommendations to offer special deals based on customers' dietary preferences.

 

• Advanced analytics tools

Tools like HotJar and Google Analytics provide detailed insights into user behavior within the funnel.

 

• Example

A bookstore identifies the stages where users drop off and adjusts its content to reduce these abandonments.

 

• Solution

Invest in emerging technologies such as intelligent chatbots and augmented reality solutions to enhance the customer experience and maintain high competitiveness.

Conclusion: Building an effective marketing funnel

 

Summary of best practices

 

• Understand each stage

 

Clearly identify the stages of the funnel (TOFU, MOFU, BOFU, post-funnel) to tailor your strategies and maximize efficiency.

 

• Use powerful tools

 

Leverage tools like Google Analytics, HotJar, and automation solutions to continuously monitor, analyze, and optimize your funnel.

 

• Focus on the customer

Always put your audience's needs and expectations at the heart of your strategy to create a smooth and engaging experience.

 

Importance of an evolving strategy

 

• Adapt to trends

Consumer expectations and technology are constantly evolving. Stay flexible and ready to adjust your funnel to remain competitive.

 

• Example

A tech store updates its campaigns by integrating chatbots for better interaction with its customers.

 

• Anticipate changes

Invest in artificial intelligence and machine learning tools to predict customer behavior and anticipate their future needs.

 

Set up a personalized funnel for your online store

 

• Create a unique experience

A well-designed funnel is a powerful tool to boost sales and build customer loyalty. Each store has specific needs, so tailor your strategies to reflect your brand.

 

At KingEshop, we have implemented effective marketing funnels that help us maximize engagement and efficiently convert prospects. By applying these principles, your store can also achieve outstanding results.

 

Take the time to analyze your audience, test different strategies, and refine your funnel over time. A well-built marketing funnel is the key to turning prospects into loyal customers and brand ambassadors.

Thank you for reading this page until the end!