Having arrived here, you might ask yourself: What is Funnel Optimization after all?
Product and marketing managers use the term funnel to describe the customer journey through a website or app towards a specific goal. This goal is usually a conversion (e.g. payment for a pair of shoes on Zappos). Moreover, the funnel metaphor refers to the decrease in numbers (typically of potential customers or, in Google Analytics terms, unique visitors) that often accompanies each step of the process.