What is Funnel Optimisation & Testing?

You’ll have seen the marketing funnel in many stages of this course; let’s learn about how we optimise this.

First and foremost, it’s important to understand exactly what funnel optimisation and testing is before we begin. 

Funnel Optimisation

Funnel optimisation is the process of fine-tuning a sales funnel and its stages for the highest acquisition, conversion and retention of prospective customers. 

Funnel testing 

Funnel testing is assessing what works at different stages of the marketing funnel. For example, ads that work at the conversion stage might not work well at the brand awareness stage. This goes for ad messaging, landing pages etc. too. This is all about finding out the most effective ad mix at the right stage.

In the next part of this lesson, we’ll be delving into testing regimes in order to form a tried and tested toolkit.