The sales funnel, or traffic funnel, is a consumer focused marketing model or business to business focused marketing model which illustrates the theoretical customer's journey towards the purchase of your product or service.
In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis’ idea is often referred to as the AIDA-model, an acronym which stands for Awareness, Interest, Desire, and Action. This staged process is summarized:
– the customer is aware of the existence of a product or service
Interest – actively expressing an interest in a product group
Desire – aspiring to a particular brand or product
Action – taking the next step towards purchasing the chosen product