Back to Funnels & Conversions
Section 2 · The Customer Journey
Visitor → Lead → Prospect → Customer → Repeat → Referral
Different stage. Different message. Different offer.
Leads
Customers
Revenue
Why it works
Treating a first-time visitor like a paying customer kills conversion. Treating a paying customer like a stranger kills retention.
Connects to
Leads
Customers
Revenue
When to use it
Use to design messaging and email segmentation.
When NOT to use it
Don't over-segment until you have 500+ contacts.
How to use it
- Tag every contact with their stage.
- Trigger different sequences based on stage transitions.
- Show stage-appropriate offers on your site (returning vs new).
Examples
Visitor
Show a free guide opt-in.
Customer
Show an upsell or referral program.