Funnel stage defines where a user sits in their relationship with the brand: awareness, consideration and conversion. Each stage calls for different creative, a different offer and a different success metric. Showing the same message to all three stages is the most expensive setup there is. Budget allocation follows these stages too.
At awareness the goal is reach, and defining the problem works better than listing product features. At consideration, comparison, demonstration of use and social proof come forward; the metrics are clicks and add-to-cart. At conversion the offer is explicit: shipping, returns, warranty, price. The most common mistake among new brands in Turkey is putting the entire budget into the conversion stage to harvest existing demand, then finding a few months later that the demand has run out. Building the stages as separate campaigns also makes their performance separately readable.
At awareness the goal is reach, and defining the problem works better than listing product features. At consideration, comparison, demonstration of use and social proof come forward; the metrics are clicks and add-to-cart. At conversion the offer is explicit: shipping, returns, warranty, price. The most common mistake among new brands in Turkey is putting the entire budget into the conversion stage to harvest existing demand, then finding a few months later that the demand has run out. Building the stages as separate campaigns also makes their performance separately readable.
At awareness the goal is reach, and defining the problem works better than listing product features. At consideration, comparison, demonstration of use and social proof come forward; the metrics are clicks and add-to-cart. At conversion the offer is explicit: shipping, returns, warranty, price. The most common mistake …
Knowing the term is not enough; you need to know which lever to pull. In a free 30-minute call we look at your store's actual numbers.
Get a free analysis