A funnel is a way to visualize how people connect with your business or brand from the time they notice you to becoming a customer. The most common funnel encompasses the four main stages of awareness, interest, desire, and action (AIDA). Awareness is the stage when people become aware of your brand and realize that they have problems to solve.
Relevance is the stage when people start looking for ways to solve their issues, they think your brand is one of the solutions.
Desire is the stage at which people want to learn more when they narrow down their options and actively consider buying through your brand.
Action is when potential customers take the final step and make the purchase.
At each stage of the funnel, you have different expectations from your visitors, subscribers, or customers. These will be your conversion goals (see question 7).