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In the previous article we have seen, both in theory and in practice, what are some possible applications of the Funnel theory.

But it is all useless if we do not have two simple principles in mind:

  1. we must know what we want to get out of each step of the funnel
  2. we must have a desire to improve, find mistakes and fix them


Each of the stages we will refer to as the “intermediate stage” is called a Goal.

In the previous article, to simplify, we generalized by always using 4 Goals, quite typical of marketing funnels. But a funnel does not necessarily have to have 4 steps and 4 Goals, it can have as many Goals as you want! 

It is important to have a clear idea from the beginning of what our Goals should be, and for each of them we need to set up tracking tools and be clear on what KPIs to consider to measure and evaluate the quality of our funnel.

One of the most important goals, usually, is to OBTAIN THE LEAD!

Enlarge the Funnel

No funnel is carved in stone! Funnels must always be studied for improvement. Once tracking systems are set up and KPIs are known, we must be ready to test! 

Change elements within the various stages of the funnel and measure deviations (noting improvements and deteriorations). To continuously improve our funnels, we must identify problems, analyze them, and measure!

Through funnel analysis we can discover the problems that prevent a “prospect” from becoming a “customer.” What might these problems be? for example, they might relate to…

  • usability, 
  • unclear navigation tree, 
  • lack of trust, 
  • overly complex processes, 
  • technical problems, 
  • too much information required (intrusive privacy)


Intuitiveness of the Page: A web page that is not intuitive can create confusion and frustration in the user. Intuitiveness is essential to allow users to effortlessly navigate through the site, find what they are looking for, and complete the desired actions. When the structure and arrangement of content are not clear, users may feel lost and abandon the site in search of more accessible alternatives.

Information overload: All too often, websites fall into the trap of providing an excessive amount of information, making it difficult for users to find what they need. A surfeit of text, images or options can overwhelm users, making them feel overwhelmed and indecisive. It is essential to maintain a balance between providing useful information and not overloading the user with superfluous details.

Technological Compatibility: In the increasingly diverse world of browsers and devices, it is crucial that a website supports a wide range of technologies to ensure a consistent experience for users. When a site is not optimised for certain browsers or devices, users may encounter display or functionality problems that compromise their browsing experience.

Clear Calls to Action: Calls to Action (CTAs) are crucial elements to guide users through the desired path on the site. However, if they are not clear or visible, users may not understand what actions they should take or where they should click. A well-positioned and distinctive CTA can significantly increase user engagement and conversion rates.

Unclear navigation tree

Confusing Navigation: One of the most common problems users encounter is confusing navigation. When the paths to reach different sections of the site are not clear or logical, users can feel lost and frustrated. A well-organised and intuitive navigation structure is essential to guide users through the site smoothly and smoothly.

Clarity of Clicks: It is essential that users are able to understand where and how to interact with the site. If it is not clear where to click to access certain sections or features, users may feel discouraged or even abandon the site. Elements such as well-defined buttons, highlighted links and visual feedback can help improve click clarity and guide users to desired actions.

Chaotic Navigation Menus: Navigation menus are the backbone of a website, but when they are cluttered or too complex, they can become an obstacle for users. Too many menu items or an unclear structure can make it difficult for users to find what they need. Simplifying and organising navigation menus into clear and logical categories can greatly improve the user experience and make it easier to find information.

Clarity of Categories: Page and product categories play a key role in guiding users through the site and helping to organise content in an understandable way. If categories are not clear or relevant, users may have difficulty finding what they are looking for. Defining and presenting categories clearly and intuitively can simplify users’ navigation and improve their overall experience.

Lack of trust

Communicating Trust: Trust is a key element of the user experience. If a website or brand does not convey trust, users may be reluctant to engage or make purchases. Elements such as a professional design, easily accessible contact information, transparent privacy and data security policies can help instil trust in users. In addition, it is important to maintain an authentic and professional tone throughout the site to further cement this trust.

Detailed and Clear Information: Users want access to complete and accurate information on products, purchasing processes and services offered. If details about products, prices, shipping methods, payment terms and data protection policies are missing, users may feel insecure and indecisive. Ensuring that all this information is easily accessible and clearly presented can greatly enhance the user experience and facilitate the decision-making process.

User Testimonials and Feedback: Testimonials from other customers are a powerful form of social proof that can positively influence the user experience. A lack of reviews, feedback or testimonials can raise doubts in users’ minds about the reliability and quality of the product or service offered. Showing sincere testimonials and positive feedback can help build user trust and demonstrate brand value.

Overly complex processes

Simplify the Call to Action: One of the main obstacles users encounter is the excessive number of steps required to complete a desired action. If there are too many steps or complexities in the Call to Action process, users may become frustrated and abandon the process. It is essential to simplify the user journey by minimising the steps required to complete an action, such as purchasing a product or filling out a form.

Third-Party Authorisation Management: Authorisations required by third-party applications can raise privacy and security concerns for users. It is important to provide clear and transparent information on what data will be shared and how it will be used. Furthermore, allowing users to easily manage authorisations and revoke them when necessary can help improve users’ sense of control and trust.

Simple and Reliable Security: security systems must protect users without over-complicating the browsing process. If security mechanisms are too complex or intrusive, users may feel discouraged from using the application or website. It is important to strike a balance between protection and usability by implementing robust but transparent security measures, such as two-factor authentication and data encryption.

Minimise Required Documentation and Information Not Immediately Available: Excessive requests for documentation or information can be a deterrent to users during the registration or purchase process. Too many fields to fill in or information that is not immediately available can make the process long and tedious. Minimising mandatory fields and providing relevant information in a clear and concise manner can help improve the user experience and encourage greater participation.

Technical problems.

Problems with Account Verification E-mails: Verification e-mails are the first point of contact between a user and an online service. If these e-mails are not delivered correctly or end up in spam, users may feel frustrated and discouraged from completing the registration process. It is important to provide clear instructions to users on how to handle verification e-mails and ensure that they arrive in a timely manner and in the main mailbox.

Payment System Malfunctions: The payment process is one of the critical moments during an online shopping experience. If the payment system experiences problems or errors, users may feel insecure about completing their purchase and may abandon the shopping cart. It is essential to closely monitor the payment system to promptly resolve any technical problems and provide payment alternatives if necessary.

Difficulties in selecting Item Variants: The ability to select sizes, colours and other variants is essential for a smooth online shopping experience. If this functionality does not work properly, users may become frustrated in finding the desired product and may abandon the site. Ensuring that the selection of variants is intuitive and functional is essential to keep users engaged and satisfied.

Inadequate Error Pages and Feedback Messages: When users encounter confusing or unclear error pages or feedback messages, they may feel disoriented and discouraged. It is important to provide informative error messages and guide users towards a solution to the problem. In addition, it is essential to monitor and quickly resolve technical problems that may cause errors when navigating the site.

Too much information requested

Minimising Information Request: Excessive request for information when filling out a form can discourage users and make them desist from submitting their data. It is essential to minimise mandatory fields and request only the information strictly necessary for the completion of the desired action. Keeping forms short and concise helps improve the user experience and increase conversion rates.

Respect the Sensitivity of the Information Requested: Requesting personal phone numbers can be perceived as invasive by users, especially if it is not strictly necessary for the service offered. It is important to make it clear to users why this information is requested and assure them that it will only be used for specific and legitimate purposes. Offering alternatives, such as the option to contact the user by e-mail, may be a way to respect users’ privacy.

Handle Sensitive Information Carefully: Requesting sensitive information, such as financial data or medical information, entails increased responsibility on the part of the website or application. It is essential to ensure the safety and security of this information by using robust encryption and data security measures. Furthermore, it is important to provide clear information on privacy policy and the use of sensitive information to reassure users about the security of their data.

Avoiding Superfluous Information Requests for Profiling Purposes: Requests for additional information, not strictly necessary to complete a transaction but used for profiling purposes for marketing, can be perceived by users as intrusive and manipulative. It is important to be transparent about the information that is requested and to give users control over the sharing of their data. Furthermore, it is crucial to ensure that the information collected is used ethically and in a way that respects users’ privacy.

And we are not finished… in the next article we will talk about how to use Funnel Marketing tools to analyse the so-called ‘customer journey’…