The Conversion Funnel represents a customer’s journey from engaging with your brand through to purchasing. While the Marketing Funnel tracks customers from becoming aware of the brand, this funnel focuses on their decision-making process after engaging.
At the top of the funnel is a customer who has engaged via email, website, social media and so on. That’s followed by the consideration phase of continued engagement, such as a newsletter subscription, without purchase. Finally, at the bottom of the funnel is the purchase stage.
You could also include the additional post-purchase stage, which involves lead nurturing and maintaining repeat customers.