Marketing funnels are the paths that users take to reach some desired endpoint (e.g. subscription or purchase)
To determine the effectiveness of your marketing channels, you must answer:
- What customer acquisition tools are effective?
- Is your funnel improving or worsening over time?
Answer these, then work on optimizing your funnel.
How to “debug” your marketing channel
- Consider the paths that different users take to your website or product - e.g. advertising.
- Consider the cost per user and the effectiveness of these paths.
- Do not be afraid to disregard an ineffective channel.
Which part of your funnel should you focus on?
- Start by getting people to the bottom of your funnel.
- This confirms that people actually want your product.
- Begin to look at drumming up more interest at the top of your funnel to expand your market.
- But do not go overboard at the top of the channel.
- Spend the bulk of your time in the middle of the funnel to determine the steps in the middle that drive users to the bottom of the funnel.