Ecommerce Funnels for More Sales & Conversions: Your DTC Marketing Guide to Stages, Tactics + Examples

Today’s customer journey is complex, messy, and anything but linear.

Add to that mounting difficulty in tracking shoppers, and it begs the question, “Does the ecommerce sales funnel still exist?”

Short answer: No. Long answer: Yes, with a but.

Far from one-directional, funnels still represent genuine psychological experiences. These events are more looped than linear, spontaneous than orderly, emotional and meandering than logical and successive.

Nonetheless, more people enter your funnel than buy your product.

This reality can transform the funnel from an out-dated relic into a profit-generating machine. Together, let’s explore …

3 questions + 3 top-to-bottom examples so you can sell more through your ecommerce funnels.
  1. What Is an Ecommerce Sales Funnel? Stages
  2. How Do You Build a More Profitable Funnel? Tactics
  3. Who Is Creating the Best DTC Marketing Funnels? Examples
What follows is not for the faint of (funnel) heart.

That’s why we put everything into a single, jaw-dropping download.

Even better, we partnered with EcomExperts’ Andrew Durot — who spent $5k at 45 of the biggest Shopify brands to screenshot every stage — and Longplay Brands’ Jess Chan to give you …

Ecommerce Funnels Guide and Database Preview
Get the guide, playbook, and Notion database!
Part 1

Sales Funnels for Ecommerce Brands: Definitions & 5 Stages

More than an ad linked to a landing page supported by an email flow, sales funnels encompass everything shoppers encounter …

Given their complexity, let’s set the stage by defining our terms.

What Is an Ecommerce Sales Funnel?

An ecommerce funnel is a map of your customers’ journeys — a measurable representation of how you attract (top), convert (middle), and maximize (bottom) value through five stages:

  1. Awareness
  2. Consideration
  3. Conversion
  4. Post-purchase
  5. Customer
Ecommerce Funnel Diagram - Full with Background
At the top, sales funnels attract new potential customers.

It begins with awareness when someone experiences your brand for the very first time.

Acquisition is the lifeblood of growth, which makes traffic sources a balancing act between net-new audiences and product-fit shoppers. The former is about incrementality; the latter, profitability.

Top of the Funnel - Ecommerce
In the middle, they convert potential customers into actual customers.

Sales funnels not only help you understand the journey, they also guide optimization. Especially in the consideration and conversion stages.

Once you’ve earned a shopper’s attention, staying top of mind has to be blended with persuading them to buy. Address objections, remove barriers, and answer the driving question: Why is this product worth more than its price?

Middle of the Funnel - Ecommerce
At the bottom, funnels maximize the value of existing customers.

They don’t stop after purchase. They’re continuous. And they’re cyclical. Increasing lifetime value (LTV) after the first purchase stretches marketing dollars beyond your customer acquisition cost (CAC).

Post-purchase strategies coupled with retention and word-of-mouth (WoM) unlock your marketing efficiency ratio (MER): Total sales ÷ total ad spend.

The result?

A flywheel of returning customers in the middle and more new customers at the top.

Bottom of the Funnel - Ecommerce

Understanding Each Stage of the Funnel

1. Awareness Stage

At the top of the funnel (ToFu), potential customers should have low-to-zero awareness of your products and brand.

Demand generation occurs primarily through paid social with the lion’s share on Meta.

Think of these ads like billboards: General, broadly targeted, and loaded with your brand’s overarching message or value proposition.

Top of Funnel - Paid Social Ads on Facebook Stills
Ten Thousand, Daily N’Oats & Aplós
Top of Funnel - Paid Social Ads on Facebook Videos
Filter Baby, Tushy & Jack Archer

As DTC brands scale, the awareness stage expands to reach increasingly wider audiences. HexClad, for example, creates binge-worthy cooking content on YouTube, TikTok & TV commercials.

No hard selling. Just great ‘edutainment,’ native styles, and high production.
HexClad - YouTube Top of Funnel Content
HexClad - TikTok and TV Advertising

HexClad’s paid strategy likewise centers on edutainment, directing visitors to best-selling collections, best-selling products …

HexClad - Meta Ads & Collections Page

… or a long-form landing page with:

HexClad - Meta Ads & Landing Page

In other upper-funnel cases, organic content and social ads go to the brand’s homepage. If so, you’re likely targeting people who need more information about you, your brand, and your products.

The awareness stage lacks purchase intent. That’s okay.

Ten Thousand tailors its homepage to cold audiences. Rather than promote a specific angle, it includes general information about its mission:

It doesn’t cater to one audience but to a wide range of people who may come across the site.

Ten Thousand - Homepage

2. Consideration Stage

Consideration occurs when someone is familiar with your brand but hasn’t made a purchase. The middle of the funnel (MoFu) should guide new visitors by blending information with persuasion.

Ten Thousand takes a three-pronged approach centered on its Interval Shorts:

  1. Long-form landing page
  2. Product-description page (PDP)
  3. Multiple short-form landers (FERMÀT shops)

First, visitors arrive through broadly targeted ads: “Workout gear that moves with you.” The landing page contains social proof — press logos, ratings, and reviews — but majors on the short’s benefits + features.

Ten Thousand - Top of Funnel Ad to Landing Page

Second, visitors to the PDP come via slightly more specific ads: “Shorts for every workout.” Detailed product information, immediate purchase options, and social proof greet them.

Ten Thousand - Meta Ads to PDP

Third, Ten Thousand deploys user-generated content (UGC) to various short-form landers — FERMÀT shops with influencer videos, best sellers, and reasons why advertorials.

Ten Thousand - UGC & FERMÀT Shops

For innovative products that require substantially more education, marketing during the consideration stage can look like a college seminar.

Filterbaby’s landing page uses interactive data, scientific research, and case studies to show how Filterbaby 2.0 helps reduce impurities.

Notice it focuses more on the problem than the product.
Filterbaby - Consideration Stage

After all, why would someone consider buying a solution if they don’t understand the problem? The lesson finishes with a straightforward option to purchase, backed by dermatologists and a waterfall (pun intended) of reviews.

Filterbaby - Funnel from Landing Page to Product Page

Hostage Tape cleverly unites upper-funnel content from Reddit, Instagram, and YouTube (some paid, most organic) with middle-funnel emails.

It’s a powerful consideration combination

Offsite points of discovery leveraged in prepurchase campaigns.
Hostage Tape - Top of Funnel Content in Middle of Funnel Emails

3. Conversion Stage

Here, people enter the bottom of the funnel (BoFu). 

They’ve become aware of your brand, considered buying your product, and are finally ready to purchase. Taking someone from consideration to conversion demands:

Every brand listed above includes at least one pop-up to collect email addresses and phone numbers, followed immediately by a welcome flow on both channels.

Ten Thousand uses a near-universal pop-up swapped out for a product-specific incentive on its Interval Shorts pages.

Ten Thousand - Homepage vs PDP Popups

Filterbaby’s welcome email continues the problem-then-solution angle without neglecting to deliver the promised 20% off.

Filterbaby - Popup and Welcome Email

Hexclad’s highly stylized pop-up features a $75 off coupon redeemable upon the new subscriber’s second purchase.

HexClad - Popups, Email & SMS

Next, give every shopper (new or returning) a compelling reason to take action — the “almighty” offer.

Bottom of the Funnel Calls to Action
Singular focus can make or break the sale.

Without congruence between …

… drop-off rates will be high; purchases, low.

Jack Archer’s funnel exemplifies singular focus.

Jack Archer Ad to Landing Page to Checkout

Hostage tape adopts a similar approach, routing shoppers from ads to matching landers straight into Shopify’s checkout.

Hostage Tape Ad to Landing Page to Checkout

4. Post-Purchase Stage

The post-purchase stage happens after the sale; however, that doesn’t mean the first sale is over.

Hostage Tape encourages higher AOV through both a cart pop-up + post-purchase upsell. Each has a countdown timer. And each is for the very same product.

Hostage Tape Cart and Post-Purchase Upsells

Once customers click “place order,” they expect to receive a confirmation, tracking number, instructions on how to use the product, and assurance they’ve made the right choice.

That is precisely what Hostage Tape delivers, wrapped in copy perfectly suited to its tone and voice.

Hostage Tape Confirmation and Shipping Emails

Hair-removal brand Nood takes a more stylistic approach.

After the standard confirmation and shipping notifications, an onboarding sequence shows first-time customers how to use their Nood even before it arrives.

Nood - Post-Purchase Onboarding Emails

5. Customer Stage

In the customer stage, one-time buyers come back for more.

Nailing this part of the funnel is crucial to your business’s health. Retention and repeat orders mean a higher MER, which allows you to spend more on CAC.

Tools to increase lifetime value include:

These incentivize more spending, gamify the buying experience, and get current customers excited about sharing your brand with friends and family.


Subscriptions work best for products consumed regularly — supplements, food and beverage, skincare, cleaning products, etc. More critical, you must give the customer an incentive to charge their card on a recurring basis.

Purdy & Figg’s entire business model hinges on subscriptions. 

That applies to top-of-funnel creative — like its curiosity-piquing “this secret” or audio recordings framed as text messages — as well as to mid-to-bottom-funnel ads.

Purdy & Figg - Ads

Nearly its entire catalog leads to a seasonal landing page (updated for different calendar moments) where the ads’ themes reappear:

Purdy & Figg - Ads & Subscription Landing Page

In contrast, Filterbaby, Daily N’Oats, and Aplós offer lucrative discounts to those who choose subscription plans over one-time purchases.

Ecommerce Subscription Examples - Filterbaby, DAILY N'OATS & Aplos

Subscriptions equate to more revenue without additional marketing costs, which is why they’re so valuable.

Referral Programs

Brands that offer high-ticket, one-time-purchase items benefit more from going wider with multiple customers than going deeper with one. Referral initiatives encourage current customers to share your brand with friends and family in exchange for a better price on their next order.

After a post-purchase survey, Lomi introduces its “Refer a Friend” program: $50 for successful email, text, or social referrals.

Lomi Refer and Earn

Burrow, Jack Archer, and Casper prompt buyers to enter their own names and email addresses, then do the same for their friends. This brings in new shoppers while encouraging repeat sales.

Ecommerce Referral Programs - Burrow, Jack Archer & Casper

Nood and Hostage Tape take referrals further, integrating program invitations into their post-purchase flows with … 

Ecommerce Referral Programs - Nood & Hostage Tape

Referral programs work as a hands-off approach to garnering qualified word-of-mouth marketing.

Loyalty Programs

Another avenue for increasing repeat purchases is rewarding those who already support your brand through credits and exclusive access to new launches. Think Starbucks’ iconic rewards program.

Loyalty programs maximize customers’ LTV, word of mouth, and purchase frequency. Peach & Lily’s Peach Perks doles out points for new purchases, leaving reviews, and sharing on social media.

Peach & Lily - Loyalty Program

Similarly, Obvi’s Club Obvi offers an all-encompassing discount and free shipping, gifts, and access to new products. The twist? It charges $129 for membership, generating revenue while ensuring that only the most devoted people are inside.

Obvi Club

Jones Road Beauty takes a different approach through the JRB Roadies Facebook Group.

Jones Road Beauty - JRB Roadies Facebook Group

Rather than rely on discounts, the Roadies group builds an intimate community of like-minded people. Over 45,000 superfans share beauty tips, exchange ideas, and come together in one place centered around the JRB ethos.

With the five stages firmly in place, the next question becomes …

Part 2

How Do You Build an Ecommerce Conversion Funnel? Tactics

Paid Social Media

Social media is the primary source to acquire top-of-funnel traffic.

In contrast to search — which depends on shoppers taking the first step toward an existing need (demand capture) — social interrupts users to activate a dormant want (demand creation).

Because of its massive user base, Meta remains the biggest growth channel on which to run ads. TikTok, Snapchat, and YouTube are valuable secondary sources.

Common formats include static images, explainer videos, founder stories, UGC, and “ugly” ads — handwritten text on Post-It notes, whiteboards, etc.

Meta Ads - Top of Funnel Types

Creative is one of the most important aspects of paid social media. For effective content, use actors in the same demographic as your target audience or storylines that resonate with your base.

As bonuses on creative methodology, check out four recent posts from Cherene Aubert (ILIA Beauty), Andrew Faris, Jess Bachman (response to Andrew), and Taylor Holiday.

Ad Creative Posts
Above all … clear beats clever.

Hostage Tape’s creative arsenal varies widely. But never at the expense of clearly presenting its value proposition.

Hostage Tape - Meta Ads

Enabling Advantage+ Creative adds a carousel layer at the bottom of each unit. Meta pulls these products from your catalog feed based on a shopper’s browsing history or its anticipated conversion rate.

Meta Advantage+ Creative Carousel Ads

Once someone has been to your site, retargeting allows you to serve them even more direct-shopping ads. Dynamic Product Ads (DPA) and Advantage+ Catalog Ads pull straight from your product feeds.

Meta Dynamic Product Ads (DPA) for Retargeting

These function either as reminders of exactly what “warm” shoppers (i.e., lower in the funnel) have already shown interest in or as upsell and cross-sell opportunities.

Organic Social Media

Organic social can be produced and distributed in-house or earned from outreach, relationships, and product seeding.

Facebook and Instagram are the largest platforms for paid marketing, so harness that same network for organic reach — particularly short-form Reels. Depending on your audience, TikTok, YouTube, and Snapchat should follow.

Earned social media comes from influencers or micro-influencers, creators, and customers who post about your products to their followers.

To illustrate from different verticals, Jack Archer (fashion), Aplós (beverage), Popsmith (home goods), and Nood (beauty) …

All leverage a variety of social content across networks.
Organic Social - Jack Archer
Jack Archer: Steven Karr; Ryan Barnes; Tyler Austin Treadwell; Marty Kauffman
Organic Social - Aplos
Aplós: Alex Haffe; The Wooden Palate; Sam Lucy; Milo Tash
Organic Social - Popsmith
Popsmith: Andrew Meyers; No Sailor; Let Them Sparkle (Jessica); YouTube
Organic Social - Nood
Nood: Anna Dawson; Natural Minded Mama; Denise Betancourt

Product seeding — sending items to people without any strings attached — is one of the quickest ways to gain fans and build relationships. The simple gesture of shipping someone free products returns long-term dividends in awareness, consideration, and even conversion.

Content from those unsolicited posts makes for top-performing paid creative because it’s authentic and natural.

Search Engine Optimization (SEO)

SEO improves your products’ organic discoverability on search engine results pages (SERPs) — most notably, Google.

Because it doesn’t depend on ad platforms for placement, SEO helps overall marketing efforts by increasing the total amount of traffic without increasing spend.

Essentially, there are two sides …

  1. Off-page: Keyword research and backlinks
  2. On-page: Keyword usage, technical elements, and “EEAT”

Honing off-page SEO ensures you select the right words in terms of monthly search volume. It also improves your domain authority through the quality and quantity of backlinks to your site.

Great on-page SEO demands placing your keyword into the right places: the URL, H1–H4 (headings), alt texts on images, and variations throughout the body copy. It also complies with what Google calls “EEAT”: experience, expertise, authoritativeness, and trustworthiness.

SEO draws in customers at all stages of the sales funnel.

Pages and blog posts that answer specific questions can make your brand the first result when someone is looking for a product to solve their need.

Filterbaby, for instance, ranks for queries like:

Search Engine Optimization (SEO) for an Ecommerce Funnel - Filterbaby

Notice, however, that the results for “best water filter for clean skin” put Filterbaby’s own site below the sponsored content as well as review sites — in this case, MindBodyGreen and Reddit.

MindBodyGreen SEO Result for Filterbaby

Review sites help potential customers get trusted, third-party validation via listicles (ranked reviews of various product categories) or first-person advertorials.

Ten Thousand crushes this approach by dominating listicles in the top three organic positions for “best workout shorts for men”:

Search Results for Best Workout Shorts for Men

Search Engine Marketing (SEM)

Often referred to as pay-per-click advertising, SEM is paid advertising to rank at the top of search engines. These ads come in different forms, such as standard text-based links or sponsored listings with product images.

SEM is one of the most direct response stages of an ecommerce funnel as you typically bid on branded keywords like “BRAND + CATEGORY” or keywords that answer your target search intent, such as “best + CATEGORY.”

It’s intended for traffic that’s at the bottom of the funnel and ready to buy.

Popsmith goes hard on SEM through Google Shopping and Amazon. Why? Because it’s a more niche product than something like fashion or beauty. That doesn’t mean it targets overly broad searches with high volume but low intent.

Instead, people looking for popcorn popper + qualifying terms — modern, retro, best stove, etc. — will find Popsmith at the top of SERPs.

Popsmith - SEM, Google Shopping and Amazon

Pop-Ups & Email Marketing

Pop-ups, email marketing, and SMS generate revenue at the bottom of a funnel. Although they’re owned channels, they shouldn’t be relegated to retention.

Instead, all three are powerful mechanisms in the consideration, conversion, purchase, and customer stages.

For consideration to conversion, pop-ups trigger moments after new visitors arrive.

Popsmith, Simple Modern, and HexClad each start with a “teaser” screen — a binary question that prompts visitors to continue with the click of a button (a miniature or “micro” yes).

Popup Teaser Steps

The next two screens ask for an email address then a phone number.

Popsmith incentivizes SMS by increasing its discount from $30 to $40. Simple Modern and HexClad keep their discounts static while implying SMS completes the sign-up process by altering the CTA.

Popups for Email & SMS in an Ecommerce Funnel

Ten Thousand adopts a sitewide pop-up that gets swapped out for a product pop-up on the Interval Short landing page.

Popups - Landing Page vs Product Description Page

In contrast, Jones Road Beauty, Beekman 1802, and Ridge open with interest selectors to personalize messages based on a subscriber’s needs.

Popups for Personalization
For conversion to purchase, combine your email + SMS welcome series along with abandonment flows.

The key? Unleash everything in lockstep with new subscribers’ onsite activity.

Send your first email + text immediately. Vary the flows at roughly two-to-one — for every two emails, one SMS. And do not hold back. Over-index on frequency during the window from sign-up to purchase.

Women’s undergarments brand Honeylove executes this masterfully. Over six days, it sends seven emails and three texts.

Honeylove - Email & SMS Welcome Flow
Ecommerce Funnel Email & SMS Welcome Series - Honeylove

When triggered, three types of abandonment should interrupt the welcome series:

  1. Browse
  2. Cart
  3. Checkout
For purchase to customer, leverage every available opportunity.

The time between someone buying your product and getting it delivered is perhaps the most crucial in ecommerce: Transactional notifications, review requests, and repeat orders.

At no other point in the funnel are people more engaged.

Take full advantage of this attention by …

Ridge develops a near Pavlovian reflex between order and delivery. Through email + SMS it updates customers at every step of the fulfillment process. It delivers multiple thank-you messages. Best of all, it sends every CTA to a branded shipping page — complete with how-to tips on organizing and customizing along with complementary products.

Ridge - Customer Emails, SMS & Tracking Page

Up to this point, we’ve focused on stages and tactics from a variety of brands.

To bring everything together, let’s turn our attention to top-to-bottom examples from brands in three different verticals.

Part 3

Who Is Creating the Best Ecommerce Marketing Funnels? 3 Examples

Underneath all the marketing tactics lies a vital foundation.

The following brands employ different angles, styles, and offers in their funnels. One thing remains constant — a high-quality product that people want.

Ecommerce Funnels Guide and Database Preview
Get the guide, playbook, and Notion database!

1. Fashion Ecommerce Funnel: Ten Thousand

Fashion Ecommerce Funnel Ten Thousand
Workout gear for the most intense athletes on the planet

Ten Thousand anchors its funnel in a signature SKU, the Interval Short. Due to the nature of apparel, success requires real-life testimonials, commentary on fit, and performance reviews at every stage.

Ten Thousand - Interval Short PDP

Categorical SEO and SEM capture demand at the top of the funnel — traffic with an existing desire but without brand or product in mind.

When a brand-agnostic shopper starts their search for the “best workout shorts for men,” a sea of choices appears:

Search Results for Best Workout Shorts for Men

Despite “Sponsored” prominence, the top three organic results devour clicks.

Pride of place belongs to New York Magazine’s The Strategist’s 13 Best Gym Shorts for Men. Like the search terms that led them there — “best workout shorts for men” — visitors to the article enter the awareness stage. 

Among its reviews, Ten Thousand ranks as the “best” overall pick.

Ten Thousand - Affiliate Article - The Strategiest

The same applies to organic results two and three: GQ’s 17 Best Workout Shorts for Men in 2024 and Garage Gym Review’s Best Workout Shorts For Men (2024).

Ten Thousand - GQ & Garage Gym Reviews

Having become aware of the Interval Short from third-party blogs, people typically dive deeper to find out, “Is it really that good?” 

They know the brand and are now curious to learn more.

Awareness turns into consideration.

Ten Thousand dominates branded search so that anyone considering its products finds exactly what they want.

Search Results for Ten Thousand Interval Shorts

However, as consideration leans toward conversion, shoppers look for reviews beyond those the brand shares.

That’s why Ten Thousand augments its onsite reviews with YouTube and product-specific advertorials.

Ten Thousand Review - Consideration Stage

Rather than a roundup of multiple brands, The AdultMan’s article is a dedicated examination of Ten Thousand’s range. Hands-on testing with original (UGC-style) photography from someone other than the brand go a long way. 

Ten Thousand Review - The AdultMale

From the review, visitors are taken to the Interval Short PDP.

This is the conversion stage, where a visitor ideally turns into a customer.
Ten Thousand Review to PDP

Alternatively, the journey might begin on a demand-generation channel like social.

As we saw earlier, Ten Thousand’s Meta ads go to one of three places: (1) landing pages, (2) PDPs, or (3) FERMÀT shops

Ten Thousand - Meta Ads, Landing Page & PDP

On the landing page and PDP, Ten Thousand replaces its general pop-up with an Interval-Short-specific pop-up. Congruence creates momentum; momentum pushes toward conversion.

Ten Thousand - Popup

The welcome text and email arrive immediately with the promised 10% discount.

Welcome Email and Text from Ten Thousand

Alongside the landing page and PDP, Ten Thousand sends paid traffic to various standalone shops hosted by FERMÀT.

Colder, upper-funnel visitors arrive at advertorials + influencer pages; warmer, middle-funnel visitors are sent to explainer videos + product pages. Both include collections tailored to their interests.

Ten Thousand - Facebook Ad to Shop

Clicking “Add to Bag” leads to a FERMÀT hosted cart with “We think you’ll love these too” recommended products.

Ten Thousand - Cart with Recommended Products

Shoppers enter the checkout with one last chance to add “Top Picks.” Ten Thousand puts best practices into action:

Ten Thousand - Checkout
Post-purchase kicks off with a short, two-question survey.
  1. How did you first hear about Ten Thousand?
  2. Where else have you seen us?
Ten Thousand - Post-Purchase Survey

Simultaneously, buyers receive their order confirmation.

But that’s only the tip of the spear. Over the next week, nine emails hit.

Ten Thousand - Post-Purchase Emails
Ten Thousand - Customer Emails

Seven days after delivery, a review request arrives — surrounded by emails about the Interval Short’s various colors and a “Stock Up” offer.

Ten Thousand - Interval Upsells and Review Email

Finally, because they’re categorized as (potential) repeat customers, Ten Thousand keeps buyers updated on new products, restocked items, and loyalty points — some personalized, some general.

Ten Thousand - Repeat Customer Emails
The goal? Engage, stay top of mind, and extend LTV.

In other words, Ten Thousand’s funnel ends by driving one-time customers back into the middle of the funnel as repeat customers.

2. Beauty & Personal Care Ecommerce Funnel: Nood

Beauty & Personal Care Ecommerce Funnel Nood
Hair-removal products for budget-conscious consumers

Much like Ten Thousand, Nood’s funnel centers on its hero product: The Flasher 2.0. Unlike apparel, The Flasher starts at $169. Its Noodist Pro Kit costs $243 plus Pro Membership for another $9 per month.

Products with higher prices require more education — especially devices and appliances. Of course, teaching doesn’t have to be boring.

Nood - Homepage and The Flasher 2.0
Nood’s top-of-funnel content runs the gamut.
Nood - Social Content & YouTube Review.png

The best part? You don’t have to do it alone.

Collaborations with influencers, micro-influencers, and affiliates get your messaging across in the purest format. Note the “Paid partnership” labels below.

Nood - Micro-Influencers on Instagram & TikTok

In a series of videos, esthetician Denise Betancourt candidly discusses her experience with Nood while promoting a unique discount to her audience. The descriptions link viewers to her own “From Denise” affiliate page.

Nood - YouTube Review and Landing Page

Whether created by micro-influencers or licensed professionals, social proof and expert endorsements turn people … 

From skeptical (awareness) to interested (consideration).

With high demand for terms like “laser hair removal,” onsite blogs attract the right organic impressions via search.

Nood - Blog Post for Organic Traffic

14 Expert Tips For Laser Hair Removal” promotes the Flasher in a low-pressure manner, weaving social posts and product mentions into the text naturally:

Nood - Blog Post with Product

On Meta, Nood balances “ugly” (native) ads, UGC, and long-form copy. It repurposes organic content into effective ad campaigns — notably, reviews.

The ad on the right targets male shoppers with multiple quotes, a gender-specific articulation of the product’s value, and trust signals like ratings plus the FDA’s seal of approval.

Nood - Meta Ads
Organic & paid traffic move into the conversion stage.

The majority of its ads route shoppers to Nood’s “shaving lander.”

Nood - Landing Page

Except for male-targeted campaigns …

Those deliver clicks to a UGC landing page, which opens with a vertical video plainly stating how The Flasher is “for men, too.”

Nood - Male Ads and Landing Page

Hosted through FERMÀT, “View product” reveals an embedded PDP.  Similarly, “Add to Bag” fires up a cart on the same page, offers related upsells, and sends shoppers straight into Nood’s Shopify checkout — with discount codes automatically applied.

Nood - FERMÀT PDP and Cart to Shopify Checkout

Nood’s middle-to-bottom funnel ads speak directly to customers through copy loaded with “you” language, lengthy problem-solution narratives, and graphics pulled from written reviews.

Its main landing page echoes the same value propositions:

Nood - Long-Form Meta Ad to Landing Page

As you might expect, the landing page includes a pop-up.

However, instead of competing with The Flasher’s 37% off — featured in its advertising as well as CTA — the pop-up entices new subscribers with 40% off Nood’s more expensive Pro Kit.

Nood - Popup and Welcome Text

Over the next five days, Nood’s welcome sequence majors on overcoming objections, answering questions, and establishing trust.

Nood - Welcome Emails

Each email pushes subscribers to The Flasher’s PDP.

Nood’s SMS welcome series does the same in a more conversational tone and slower cadence.

Nood - SMS Welcome Series

Back on the PDP, adding to cart triggers another pop-up, prompting buyers to “Upgrade to the Nood Body Routine” through the Noodist Kit or Pro Kit. Within the cart, a final series of one-click recommendations appear.

The cumulative effect? An AOV-lifting orchestration as …

Shoppers enter the post-purchase and customer stages.
Nood - PDP to Cart

Immediately after submitting an order, Nood’s confirmation screen presents another opportunity to increase customer value through a $9 monthly Pro Membership.

Nood - Checkout and Post-Purchase
All the usual confirmation + shipping notifications follow.

Nood intertwines its transactional messages with a robust onboarding flow to guide new customers through correct product usage and invites them (yet again) to the Pro Membership and referral program.

Nood - Post-Purchase Emails

Nood propels new customers to reenter the funnel as returning customers.

At the same time, it encourages their friends, family, and social followers to enter the funnel as net-new customers through word-of-mouth marketing.

3. Home Goods with CPG Ecommerce Funnel: Popsmith

Home Goods with CPG Ecommerce Funnel Popsmith
Modern at-home popcorn cookware and supplies.

Popsmith has perfected popcorn with its nostalgic-yet-modern stovetop popper. Launched on Kickstarter in late 2023, it quickly raised $350k for initial production.

Today, the brand primarily generates awareness, consideration, and conversion through its hero product. Popcorn packs extend LTV into the post-purchase and customer stages.

Popsmith - Homepage

Although Popsmith doesn’t dominate SEO in quite the way Ten Thousand or Nood does, search-friendly content creates an organic opportunity to raise awareness.

Kernels of Truth, its blog, serves as an encyclopedia of all things popcorn. The articles answer common questions and provide advice on everything from toppings to cleaning stainless steel.

Popsmith - Kernels of Truth

Naturally, it includes plenty of recipes:

Popsmith - Recipes

The ingredients? First, Popsmith’s Oh Sooo Buttery Popcorn Kit.

Popsmith - Recipe to PDP

As a more niche product, Popsmith invests heavily in SEM through Google Shopping and Amazon, especially high-intent terms.

Popsmith - SEM, Google Shopping and Amazon

Like other consumable goods, Popsmith runs a dedicated Amazon Shop, merging awareness and conversion with a custom version of its DTC storefront.

Popsmith - Amazon Shop

Despite being less than a year old, the brand has received multiple reviews at outlets like Food & Wine, The Kitchn, and Thingtesting.

Popsmith - Press and Reviews

Winning House Beautiful’s Live Better Award in the Buzzy & New category wasn’t a one-and-done moment. Popsmith leverages it as a trust badge throughout the funnel.

Popsmith - House Beautiful Live Better Award

Mixing PR with affiliate marketing, sponsored media in publishers like US Weekly and gift-giving favorite Uncrate ensure shoppers discover Popsmith wherever they turn.

Popsmith - US Weekly Sponsored Content and Uncrate

On organic social, the brand highlights its deluge of “as seen on” mentions. Quite literally, a who’s who of mainstream publishers: US Weekly, PureWow, Glamour Magazine, and more.

Popsmith’s YouTube oscillates between recipes, luxury positioning, and competitor comparisons.

These tactics ease the transition from awareness into consideration + conversion.
Popsmith - Instagram Press & YouTube
YouTube: (1) Craving Movie Theater Popcorn? Here's How to Make it at Home with the Popsmith; (2) 🍿✨ Voted “Best Luxury Gift Worthy Every Penny”; and (3) POPSMITH vs. Whirly Pop: The Ultimate Stovetop Popcorn Popper Showdown!

Collaborations with adjacent accounts help you reach new audiences.

No Sailor incorporates Popsmith into a fitting trend: Dune’s sandworm popcorn buckets. He directs followers to check out the brand’s Instagram page. In turn, Popsmith’s link in bio sends visitors to its homepage, bringing more traffic into the funnel.

Popsmith - no_sailor Instagram

For paid social, lifestyle videos and explainer stills show viewers exactly how the popper works. Trust badges — most notably, House Beautiful’s Live Better Award — fuel Popsmith’s fire through premium positioning.

Popsmith - Meta Ads
The ads propel shoppers to conversion via two avenues …

First, a landing page (FERMÀT shop) that opens one-for-one with the video used on Meta: “3 Reasons Why You Need This Stovetop Popcorn Maker.” 

Creative continuity meets offer continuity: No navigation bar, no hamburger menu, just reasons to buy.

Popsmith - FERMÀT Shop Landing Page

Second, a Bundle n’ Save PDP centers on the popper and popcorn kits, which dynamically stack savings as you select quantities. Further down the page, how-to content, an us-versus-them comparison, and reviews boost momentum.

Popsmith - PDP Bundle

Not only does the PDP contain a pop-up for $30 off, but Popsmith’s Facebook ads also insert the discount into the on-page experience. Opting in for SMS ups the savings to $40, giving browsers a strong incentive to become text subscribers.

Popsmith - Popup, Facebook Discount, Welcome Text & Email

Whichever channel someone returns through, the general discount code is automatically replaced with their custom code: $30 off via email or $40 via text.

Removing the need to write out codes and displaying them in both the cart + checkout — itemized dollar amounts (i.e., pricing strikethroughs) reinforced by total savings — creates the most powerful middle-to-bottom funnel experience we’ve seen so far.

Popsmith - Email and SMS to Checkout
Post-purchase, Popsmith intersperses receipt and tracking information with how-to emails.
Popsmith - Receipt and Tracking Notifications

“Getting Started with Your New Popper” and “Getting the Perfect Pop Everytime” illustrate how other companies should approach onboarding recent buyers …

Fully-branded emails delivered before and after the order arrives. Step-by-step instructions front-loaded with FAQs. How-to tips related to each product — in this case, Classic Kettle Corn and Oh Soo Buttery Popcorn. Links to (1) order more, (2) share on social, and (3) watch video tutorials.

Popsmith - How-To Emails
In the customer stage, three types of follow-ups emerge.
  1. Reorder notifications
  2. Subscribe and save offers
  3. Designed vs plain-text broadcasts

The first two nudge customers to either place another order — the “Oops, need more popcorn!” club — or purchase an ongoing subscription.

Popsmith - Reorder and Subscription

The third type balances beautiful aesthetics for holidays, events, and celebrations with plain-text emails that engender intimacy and build relationships.

Popsmith - Designed and Plain-Text Emails

The final push for existing customers to become sources of new customers occurs roughly a week after delivery.

Popsmith’s request to “Leave a review” packs in …

Popsmith - Review and Sharing

As it should be, Popsmith culminates with a final push to burst aimed at making it effortless for both customers to come back as well as to bring new shoppers with them.

Funnel Optimization, Metrics & KPIs: But, Is the Ecommerce Business Funnel ‘Dead’?

Despite the exhaustive ground we’ve covered, plenty of topics remain. Namely, how do you measure the effectiveness of your funnels?

Valid question. And one we’ll answer in coming weeks, giving it the depth + breath it deserves.

However, rather than heap more into this already overflowing guide, instead let’s end where we began — with a more urgent question:

Does the ecommerce funnel still exist?

As a linear, successive, and orderly progression: No.

But as a representation of the genuine psychological experiences shoppers experience on their path from discovery to purchase to returning customer: Yes.

No matter how looped, meandering, and haphazard today’s journey might be.

Oh, and one more thing …

Last call for the exhaustive funnel download.

I mean, you made it this far. Might as well give us your email address and enter our funnel, too.

Ecommerce Funnels Guide and Database Preview
Get the guide, playbook, and Notion database!