Instead of following a linear path towards purchasing a product or service, users are taking unique, one-of-a-kind journeys.
People don’t always jump into a funnel right at the top and progress step-by-step through each stage until they come out the bottom, a new customer. Many people bounce in, out of, and around the funnel before they convert. Or, they may make it to the bottom of the funnel and then drop out, never to be seen or heard from again.
The marketing funnel—like people’s real-life buying behavior—is nonlinear, which is why it’s important to understand the customer journey from the moment of awareness to the moment of conversion.
