Optimize Your Marketing Funnel: Visibility, Engagement, Conversion, Retention

The marketing funnel, also known as the conversion funnel, is a strategic model that guides a prospect from their first interaction with your brand to the purchase and beyond.

Mastering each stage of this funnel allows you to maximize revenue, improve the effectiveness of your marketing campaigns, and optimize your return on investment.

This article breaks down each step of the marketing funnel

Visibility, Engagement, Conversion, and Retention 

and explains how to measure and optimize each level.

1. Visibility: Capturing the Attention of Your Audience

Objective

Make your brand known to a relevant and qualified audience.

Action Levers

• SEO (website optimization for search engines)

• Paid media advertising (Google Ads, Meta Ads)

• Social media (organic content, collaborations)

• Strategic partnerships and influencer marketing

KPIs to Track

• Impressions (how often your content is shown)

• Organic/paid reach

• Number of unique website visitors

• Cost per thousand impressions (CPM)

Optimization

• Improve SEO with targeted content

• Test different ad visuals and messaging (A/B Testing)

• Identify top traffic sources (Google Analytics)

2. Engagement: Building a Relationship with Your Prospects

Objective

Encourage your audience to interact with your content to strengthen trust.

Action Levers

• Educational, inspiring, or interactive content

• Email marketing (segmented newsletters)

• Social media (polls, quizzes, lives)

KPIs to Track

• Click-through rate (CTR)

• Average time on page

• Number of likes, comments, shares

• Email open rates

Optimization

• Create clear call-to-actions

• Use engaging formats (videos, carousels)

• Personalize messages by audience segment

3. Conversion: Turning Visitors into Customers

Objective

Encourage users to take action: purchase, book an appointment, download, etc.

Action Levers

• Optimized landing pages

• Irresistible offers (bonuses, urgency, guarantees)

• Social proof (customer reviews, case studies)

KPIs to Track

• Conversion rate (visitors → actions)

• Cost per acquisition (CPA)

• Number of sales or qualified leads

Optimization

• Simplify the buying process (fewer steps, clear interface)

• Improve page loading speed

• Test different offers and form formats

4. Retention: Fostering Loyalty and Increasing Customer Lifetime Value

Objective

Retain existing customers and increase their value over time (LTV).

Action Levers

• Loyalty programs

• Personalized post-purchase follow-up

• Targeted upsell and cross-sell

• Exclusive and community-based content

KPIs to Track

• Repurchase or renewal rate

• Average cart value

• Customer lifetime value (LTV)

• NPS (Net Promoter Score)

Optimization

• Send personalized reminders and offers

• Deliver a remarkable customer experience

• Identify churn causes and address them

An optimized marketing funnel is a powerful growth driver. By accurately measuring each step – from visibility to retention – you can adjust your strategies and maximize the profitability of your marketing efforts.

At ELEVA, we help you build and optimize high-performing marketing funnels tailored to your goals and market.