The conversion funnel, also known as the sales funnel, is a model that describes the process that a potential customer goes through, from the first interaction with a brand or product to the actual conversion, i.e. the purchase of a product. The funnel is divided into different phases, each representing a specific step in the customer's decision-making process. Typical phases are awareness, interest, consideration, intention and finally conversion.

The term "funnel" aptly illustrates the fact that many people usually reach the first phase, but only a fraction of them make it to the final conversion. The conversion funnel is an important analysis tool for marketers to identify the points at which potential customers "drop out" and how the conversion rate can be improved.

In practice, various marketing strategies and tactics are used at each level of the funnel to guide users through the process and minimise the bounce rate. Aspects such as content marketing, SEO, social media advertising and email marketing often play a key role in this. Analytics tools are used to track the flow of users through the funnel and identify potential bottlenecks or points for improvement.

In the context of digital marketing, the conversion tunnel is closely linked to the concept of the customer journey, which looks at the customer's entire experience with a brand or product. Both concepts help companies to better understand and optimise the customer's decision-making process.