Defining Acquisition, Activation and Engagement Funnel Stages

A typical funnel goes from initial marketing technique which brings in prospects, through awareness and product evaluation the eventual goal of your funnel is to lead customers from initial landing pages to eventual purchase.

Throughout this process, important processes include Acquisition, Activation, and Engagement. We’ll cover each of these stages and what it means to your funnel.

Acquisition: Gaining new customers in the initial phase of the funnel.

Questions to ask: Who are your customers? What do competitors do?

Goals: Focus on understanding the customer experience. Understand your users’ behavior and why they are visiting your page.

Activation: Onboarding customers, and bringing them to the activation level.

This is where value is created. This ties often into UX design, creating the path that will activate your customers.

Goals: Avoid making activation process too difficult for end users. This means eliminating upfront barriers such as reducing the amount of survey questions, boxes to check, etc.

Engagement stage: Using tactics such as social media top stay in the customers consciousness.

This means that you keep engaging them after their purchase. Other ways to keep engagement can be through emails, targeted promotions, or even contests on Twitter.

Goals: Keep your brand in the awareness of customers and create opportunities that would make them want to further make purchases, interact and stay connected.

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