Müügitoru

Müügitoru is a marketing concept describing the progression of potential customers through stages leading to a purchase. It visualizes how many leads enter the funnel and how many convert at each stage, with the funnel narrowing toward the bottom. The concept helps businesses understand where prospects drop off and where to optimize.

Common stages are teadlikkus (awareness), huvi (interest), kaalumine (consideration/evaluation), ostuotsus (purchase decision), and järelteenindus/lojaliteet (post-purchase/retention). Some models include advocacy as a final stage, where satisfied customers become promoters.

Müügitoru is typically used to measure and improve conversion rates, e.g., lead-to-customer conversion, stage-specific drop-off, and time spent in each stage. Tactics to optimize include top-of-funnel content marketing (blog posts, social media), lead magnets and landing pages to increase engagement, email nurturing and marketing automation to move leads along, and sales outreach for bottom-of-funnel conversion.

It is important to note that the müügitoru is a simplification of a customer journey. Modern paths can be non-linear and multi-channel, and some prefer models like the flywheel to emphasize ongoing customer experience and retention rather than a single funnel.

In practice, organizations tailor stages and metrics to their industry, customer segment, and sales cycle, using CRM and analytics tools to visualize and monitor performance.