Question
We built a simple model to model out each level of our conversion funnel: 1. Try 2. Registered 3. Pay. We realized given the same lift in percentage, the lower the conversion funnel, the bigger impact it makes on revenue. Is this true to most SaaS / eCommerce apps / sites?
If so, shouldn't we be focused much more effort bottom up?
Answer
For the funnel to work the way it's intended, you need to spend equal time on all parts of it.
The key with marketing is to realize that the funnel is a linear, sequential process. You can’t skip ToFu and MoFu and turn strangers into customers. Everyone has to proceed through your funnel in order. Top, middle, then bottom. No exceptions.
Here are some more tips for how to get the most from the funnel from a blog I wrote: http://www.fieldboom.com/blog/marketing-objectives/.
