A repository of acronyms, jargon, and useful definitions perfect for eCommerce founders & marketers like yourself.

Top of the Funnel

Top of the Funnel

As we know that a Conversion Funnel refers to an eCommerce term that describes the different stages in a buyer’s journey that make him purchase the product on an eCommerce website. 

The Conversion Funnel is divided into three stages i.e. -

  • Upper Funnel or Top funnel
  • Middle Funnel
  • Lower Funnel 

These stages of the Conversion Funnel help you in determining the right marketing tactics to increase the conversions. Now when we talk about the first and foremost stage of a conversion funnel i.e. “Top of the Funnel” or “Upper Funnel”, we basically describe it as the stage at which the customer begins to do research about a product and is unsure about technical requirements or exact needs with the product. 

While being at the top of the funnel, a customer might spend a lot of time researching different brands and trying to figure out which brand would suit his/her needs. Basically, the top of the funnel is the stage at which new potential customers are attracted to your website or eCommerce store. However, each part of the conversion funnel is approached differently, i.e. different marketing techniques are used at different stages of a conversion funnel. 

To run a successful and popular eCommerce store, it is very important that you optimize your top funnel efficiently because the traffic that you send to your online store largely determines the effectiveness of your conversion path. Suppose you generate traffic that is junk, i.e. you bring such users to your website that have no interest in buying your product then all the strength of your funnel shall go in vain and the users will leave the website immediately. That is why it is very important to drive quality traffic to your website. This is the first step to optimizing the top funnel. The optimization of the top funnel is very necessary to bring the right kind of traffic to your website. However, there are various methods that you can use to optimize the top funnel:

  • Optimizing your keywords for paid search and display ads
  • Recalibrating the targeting of your social media ads (Facebook, Instagram, LinkedIn Ads)
  • Creating unique, keyword-optimized content (blog posts, eBooks, guides, infographics, videos, etc.)
  • Capitalizing on the power of social media
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