Digital Marketing Funnel: Definition, Stages & Examples

Guiding potential customers from discovery to loyalty is the foundation of any strong digital marketing strategy. That’s where the digital marketing funnel comes in—a clear framework that helps you deliver the right message at the right time.

Without a defined funnel, you risk losing leads and missing out on revenue. As Neil Patel notes, skipping key stages in the customer journey can cost you conversions. Yet, according to Salesforce, 68% of companies haven’t identified their funnel at all.

Landing pages play a critical role in this process. They give each stage of the funnel a focused, high-converting touchpoint—whether it’s capturing leads in the awareness phase or closing sales in the conversion stage.

In this guide, you’ll learn what the digital marketing funnel is, how each stage works, and how to use tools like landing pages to turn casual visitors into loyal customers.

What is Digital Marketing Funnel?

A digital marketing funnel is the step-by-step path a customer takes—from first hearing about your brand to becoming a loyal customer. It includes key stages: awareness, discovery, consideration, conversion, and retention.

Each stage has a purpose:

• Awareness: Attract new visitors through blogs, ads, or social media.
• Consideration: Nurture interest with useful content or email sequences.
• Conversion: Use offers or CTAs to drive action.
• Retention: Keep customers engaged through follow-ups, loyalty perks, or updates.

By mapping the funnel, brands can deliver the right message at the right time—and move people from curious to committed.

How to Create Effective Digital Marketing Funnel Strategy?

An effective funnel strategy starts with knowing your audience—their needs, challenges, and how they make decisions. This understanding helps you design a journey that guides both new and existing customers through each stage of the funnel.

Begin by clearly defining each stage of the funnel, from attracting attention to converting and retaining customers. Set specific goals for each step and use a mix of organic and paid tactics to reach and engage your audience.

Equally important is ensuring smooth transitions between stages. If someone visits your website, think about how you’ll move them toward a newsletter signup—and from there, how you’ll lead them to consider your product or service. Each interaction should guide them forward naturally.

Finally, monitor performance through metrics like traffic, conversion rates, and customer retention. Use this data to refine your funnel and keep it aligned with real customer behavior.

A well-built funnel isn’t just about structure—it’s about delivering the right message at the right time, in a way that feels relevant at every stage.

5 Digital Marketing Funnel Stages

There are five main stages of a digital marketing funnel: awareness, discovery, consideration, conversion, and retention.

Each stage of the digital marketing funnel has a distinct purpose. Here’s a closer look at what happens during each phase and how you can maximize its potential:

1. Awareness Stage

The awareness stage is where potential customers discover your brand for the first time. The goal isn’t to sell—it’s to build visibility and spark interest.

At this stage, focus on broad reach using tactics like blog posts, videos, infographics, SEO, social media campaigns, and paid ads on platforms like Google, Instagram, or Facebook.

Success is measured by traffic, reach, impressions, and brand mentions. For example, a blog driving new visitors or a viral Instagram reel means your content is doing its job—getting noticed.

2. Discovery Stage

In the discovery stage (also called the interest stage), your goal is to keep potential customers engaged and help them explore your brand further.

Deliver content that highlights how you solve their problems. Lead magnets like ebooks, webinars, and email signups work well here, along with educational tools like whitepapers and explainer videos. Retargeting ads can re-engage visitors who showed interest but didn’t act.

Track metrics such as email subscriptions, content downloads, time on site, and engagement. If users are reading more or downloading resources, your content is doing its job—deepening interest.

3. Consideration Stage

In the consideration stage, prospects are evaluating whether your product or service meets their needs. Your focus here is to prove value and build trust.

Share detailed product info, case studies, comparison guides, and customer testimonials. Free trials or live demos can also help prospects experience what you offer.

Key metrics include lead quality, time spent on product pages, and demo or trial requests. A spike in demo bookings, for example, signals strong purchase intent.

4. Conversion Stage

The conversion stage is where leads become paying customers. After building trust, your goal is to prompt action.

Use strong CTAs, personalized offers, and a smooth buying process. Time-sensitive discounts, targeted emails, and optimized landing pages can increase urgency and guide users toward purchase.

Track metrics like conversion rate, sales volume, average order value, and cart abandonment. A rise in purchases and fewer abandoned carts signal that your strategy is working.

5. Retention Stage

The retention stage focuses on keeping customers engaged after the first purchase. The goal is to build loyalty and drive repeat business.

Use personalized follow-ups, loyalty programs, helpful post-purchase emails, and exclusive offers to maintain interest and strengthen the relationship. Great support and ongoing value turn customers into brand advocates.

Key metrics include customer lifetime value, repeat purchase rate, satisfaction scores, and churn rate. A high repeat rate shows your retention strategy is working.

3 Successful Digital Marketing Funnel Examples

The best way to see digital marketing funnels in action is through real examples. These businesses have successfully guided customers from first touch to long-term loyalty—offering clear, actionable insights for building your own high-converting funnel.

1. Nike Marketing Funnel Example

Nike’s funnel combines emotional storytelling with data-driven tactics across every stage.

At the awareness stage, campaigns like “Just Do It” and athlete collaborations inspire audiences and build instant brand recognition—selling a mindset, not just a product.

In the discovery stage, Nike offers value through blogs, workout guides, and the Nike Training Club app. These tools keep users engaged while positioning Nike as a fitness authority.

During consideration, Nike provides detailed product info, customer reviews, and athlete endorsements. Customization tools and filtering by sport or activity help users find the right fit.

For conversion, Nike uses free shipping, exclusive offers, and fast checkout. Email campaigns create urgency with limited-time deals and new drops.

In the retention stage, Nike strengthens loyalty through its membership program, early product access, event invites, and personalized post-purchase content—delivered through apps, email, and push notifications.

2. Airbnb Marketing Funnel Example

Airbnb’s funnel focuses on connection, ease, and trust across both guest and host journeys.

In the awareness stage, Airbnb uses storytelling and social sharing to highlight real travel experiences and hosting success. Campaigns, influencer partnerships, and organic content build global recognition.

At the discovery stage, their site and app provide curated travel ideas, destination guides, and host resources—sparking interest and helping users explore their options.

During consideration, Airbnb emphasizes trust. Guests see reviews, high-quality photos, and direct messaging with hosts. Hosts get pricing tools, protection plans, and onboarding guides. Testimonials help reassure both sides.

In the conversion stage, a smooth booking process with filters, flexible payments, and retargeting ads helps users complete transactions easily.

For retention, Airbnb sends personalized travel ideas, runs referral programs, and maintains strong post-booking communication—keeping users engaged and loyal.

3. Peloton Marketing Funnel Example

Peloton’s funnel blends fitness tech with community-driven content at every stage.

In the awareness stage, bold ad campaigns across TV, social media, and digital platforms highlight Peloton’s lifestyle benefits and engaging instructors.

To spark interest, Peloton offers free access to live and on-demand classes via its app—welcoming users even without equipment. Their blog, YouTube channel, and social media keep potential customers engaged with tips, stories, and wellness content.

In the consideration stage, Peloton builds trust through detailed product pages, instructor bios, testimonials, and financing options. Free trials, delivery, and setup lower the barrier to entry.

For conversion, Peloton uses targeted emails, simplified pricing, and payment plans. Limited-time offers and reminders help move undecided visitors toward purchase.

Retention is where Peloton excels—offering new content, seasonal challenges, and personalized class recommendations. Leaderboards, instructor updates, and an active user community keep members engaged and loyal.

Is Your Landing Page Optimized to Move Visitors from Consideration to Conversion?

Landing pages are often the deciding factor between interest and action. In the consideration stage, visitors are evaluating their options. Your landing page should make that decision easy by answering questions, removing doubts, and clearly showcasing your offer’s value.

To move users into the conversion stage, focus on fast load times, mobile-friendly design, clear CTAs, and persuasive elements like testimonials, trust badges, or limited-time offers. Avoid clutter—every element should guide the visitor toward one goal: conversion.

Platforms like Landingi make this process seamless. With built-in A/B testing, form integrations, and customizable templates, you can easily refine your landing page to meet the needs of each segment in your funnel.

If your landing page isn’t converting, it’s not just a design issue—it’s a missed opportunity. Optimize it, test it, and watch how it moves users from “interested” to “invested.”

What is The Best Digital Marketing Funnel Tool?

Top digital marketing funnel tools include HubSpot, Landingi, ActiveCampaign, Mailchimp, Google Ads, and Meta Ads Manager—each serving different stages of the funnel.

HubSpot is great for managing content, email campaigns, and sales pipelines. Landingi specializes in building high-converting landing pages and integrates with 180+ tools, helping guide users from awareness to conversion.
ActiveCampaign and Mailchimp are strong choices for email automation and nurturing leads. Google Ads and Meta Ads Manager are key platforms for driving targeted traffic into your funnel.

To start converting leads effectively, build a dedicated landing page tailored to your audience.

What is Full-Funnel Digital Marketing?

Full-funnel digital marketing addresses every stage of the customer journey—from awareness to retention. Instead of focusing on just one phase, it ensures your strategy supports users at every step.

For example, a customer might discover your brand via a social post, join a webinar, read reviews, make a purchase, and later join a loyalty program. Full-funnel marketing ensures you have the right content and offers at each of these touchpoints.

This approach creates consistency across campaigns—using educational content for awareness and action-driven tactics for conversion. It also strengthens long-term relationships by keeping engagement going after the sale.

What is Digital Marketing Sales Funnel?

A digital marketing sales funnel is a framework focused on turning prospects into paying customers. It centers on the later funnel stages—consideration, conversion, and sometimes retention—where users compare options and decide to buy.

It helps businesses identify what drives purchases and remove barriers using tactics like case studies, product comparisons, live demos, personalized offers, and simplified checkout processes.

This funnel is especially useful for e-commerce and sales-driven brands aiming to boost transactions. Tracking metrics like conversion rates, sales volume, and cart abandonment helps optimize performance and drive revenue.

What is Digital Marketing Conversion Funnel?

A digital marketing conversion funnel focuses on getting users to take a specific action—like making a purchase, signing up, or downloading content. It’s a subset of the larger funnel, zeroing in on moments when users are ready to act but need a final push.

This funnel removes friction and adds urgency. Tactics include clear CTAs, fast-loading pages, mobile optimization, and limited-time offers to encourage quick decisions.

Performance is tracked through metrics like click-through rates, conversion rates, and average order value. If click-throughs are high but conversions are low, it may signal issues with your landing page or checkout process.

By refining each step, you increase conversions and maximize ROI.

What are The Limitations of Digital Marketing Funnel?

A key limitation of the digital marketing funnel is that it assumes a linear customer journey—from awareness to conversion. In reality, users often skip stages, backtrack, or jump between phases before deciding.

The funnel also tends to emphasize pre-sale activity while downplaying post-conversion stages like support, loyalty, and retention—critical for long-term growth.

Another challenge is attribution. With consumers using multiple devices and channels, it’s difficult to track which touchpoints drive conversions. This can lead to blind spots in performance data.

Finally, funnels may focus too much on quantity over quality. Driving more traffic doesn’t guarantee results if you’re not reaching the right audience.

To address these gaps, marketers often use customer journey mapping or lifecycle marketing to build a more complete, flexible view of audience behavior.

How Does a Digital Marketing Funnel Use Landing Pages to Boost Conversions?

Landing pages play a key role in digital marketing funnels by guiding visitors toward a single, specific action—like signing up, downloading, or making a purchase. Unlike general web pages, landing pages remove distractions and focus entirely on conversion.

Each stage of the funnel can use landing pages differently. At the awareness stage, a page might offer a free guide to collect leads. At the conversion stage, it could promote a limited-time offer or demo. Key elements include clear headlines, strong CTAs, mobile optimization, and fast load times.

Landingi is an ideal tool for building high-converting landing pages. With drag-and-drop editing, customizable templates, A/B testing, and integrations, it helps marketers create professional pages without code.

Try Landingi for free and see how effective landing pages can improve every stage of your funnel.