Class 2 — The Customer Journey & Marketing Funnel

Instructor note — Class 2 context

Students arrive today having mapped channels in Class 1. Now you give them the strategic framework those channels sit inside. The funnel is the single most important mental model in marketing — every decision in this course will reference it. Your goal is to make it feel intuitive and personal, not theoretical. Use real examples, student-submitted homework, and the live case study to keep it grounded.

Before class — preparation

Review the channels maps students submitted as Homework 1. Pick 2–3 interesting ones to reference during the class. This signals that you actually read their work and builds student investment. Also prepare a simple funnel drawn on the board before students arrive — just the 5 stage labels, nothing else. They will help you fill it in.

Learning Outcomes

Define the marketing funnel and explain why it is the central framework of digital marketing strategy
Describe each of the 5 funnel stages — what the customer is thinking, feeling, and doing at each one
Identify which digital channels are most effective at each funnel stage
Name and calculate the 5 key funnel metrics: Impressions, CTR, Conversion Rate, CAC, and LTV
Apply the funnel framework to a real brand and explain how their marketing strategy maps to it
Recognise the non-linear nature of modern customer journeys

90-Minute Session Timeline

0:00

WARM-UP

Homework review — channels map showcase (10 min)

Display 2–3 student channels maps on screen (with permission). Celebrate the work. Point out what is strong. Ask the class: "You mapped these 8 channels last week. But here is the question that makes the whole thing strategic: which channel do you use first? And for what?" Let students attempt answers — they will quickly realise they need a framework. That is your bridge into the funnel.

Instructor tip: If a student answers "it depends on the business" — that is exactly right. Affirm it and use it: "Yes — it depends on where the customer is in their journey. That is the funnel. Let me show you."

0:10

LECTURE

The marketing funnel — concept and 5 stages (20 min)

Introduce the funnel as the master framework. Walk through each stage — what the customer is thinking, what the brand's goal is, and which channels serve that stage. Build the funnel on the board interactively: ask the class which channels belong where.

Draw the wide-to-narrow funnel shape: "More people enter at the top than exit at the bottom — that is normal and that is the job of marketing: to guide as many as possible through."
Walk each stage: Unaware → Aware → Considering → Converting → Loyal
Key distinction: TOFU (top of funnel), MOFU (middle), BOFU (bottom)
Emphasise: at each stage, the message, channel, and goal change completely

Instructor tip: Ask students to think about a brand they follow on Instagram. Ask: "When did you first hear about them? Were you actively looking for them? Probably not — someone put them in front of you when you were unaware. That is top-of-funnel marketing in action."

0:30

CASE STUDY

Live case study — Foodpanda's customer journey (15 min)

Walk through Foodpanda (or a locally relevant brand) end-to-end across the funnel. Show exactly what marketing touchpoint appears at each stage and why. This makes the funnel real and local rather than abstract and American.

Unaware: YouTube pre-roll ad before a cooking video
Aware: Instagram post in the feed showing "30 min delivery"
Considering: A friend's WhatsApp story with a Foodpanda order
Converting: A Google search "food delivery near me" → Foodpanda at top of results + Rs. 200 off first order popup
Loyal: "You have not ordered in 7 days — here is 15% off" email

Instructor tip: Ask students: "Has anyone actually been through this exact journey? Did you even realise you were being guided?" Almost every student in the class has been a Foodpanda customer. The personal recognition makes the case study land harder than any textbook example.

0:45

LECTURE

Funnel metrics — measuring what matters (15 min)

Introduce the 5 key metrics — one per funnel stage. Keep this practical and calculation-based. Students should leave being able to calculate each one from a given dataset.

Impressions — top of funnel: how many people saw you
CTR (Click-Through Rate) — awareness to consideration bridge
Conversion Rate — considering to buying
CAC (Customer Acquisition Cost) — total cost to get one customer
LTV (Lifetime Value) — total revenue one loyal customer generates

Run through the worked example from the Lesson Content tab live on the board. Ask students to calculate with you.

Instructor tip: The LTV vs CAC comparison is the most powerful insight: if it costs Rs. 300 to acquire a customer who spends Rs. 4,000 over their lifetime, that is a 13x return. This is why businesses invest in marketing at all — make this concrete.

1:00

ACTIVITY

Map a brand's customer journey (20 min)

Students work in groups of 3. Each group picks a brand they all use — can be local or global. They map that brand's full customer journey across the 5 funnel stages, identifying the specific touchpoints and channels at each stage. One person per group presents.

12 minutes to map and discuss in groups
8 minutes for 2–3 groups to present to the class
After each presentation: instructor and class add or challenge any stages they see differently

Instructor tip: Some groups will not know what happens at the "Unaware" stage because by definition they were not paying attention. Prompt them: "Think back — before you knew about this brand, how could they have reached you? What kind of content or ad would have interrupted your day?" This forces strategic thinking rather than recall.

1:20

WRAP-UP

Recap, the non-linear journey, and homework brief (10 min)

Close with the three big ideas. Importantly — introduce the modern non-linear reality. The funnel is a planning model but customers do not follow it in a straight line. Brief the homework clearly.

Big idea 1: The funnel is your strategic compass — it tells you what channel to use, when, and why
Big idea 2: Every funnel stage has different goals, messages, and metrics
Big idea 3: Modern journeys are non-linear — customers jump stages, loop back, and take weeks or months to convert

Instructor tip: End with this: "From now on, whenever a client asks you 'should we run ads?' your first question is always: where is your customer in the funnel? That one question makes you sound like a strategist rather than a technician. That is what this course is building."

1. What Is the Marketing Funnel?

Class Definition

The marketing funnel is a model that represents the journey a customer takes from having no awareness of a brand to becoming a loyal, repeat buyer. It is called a funnel because many people enter at the top — but only a portion move through each stage and reach the bottom as paying customers.

The funnel is not just a diagram — it is the central planning tool of every digital marketer. Before choosing a channel, writing a single ad, or creating any piece of content, a strategist always asks: which stage of the funnel am I targeting?

The answer to that question determines everything: the channel you use, the message you write, the goal you set, and how you measure success. A top-of-funnel campaign that drives awareness looks completely different from a bottom-of-funnel campaign designed to close a sale — even for the same brand and the same product.

Why is it shaped like a funnel?

Imagine 10,000 people see your Instagram ad. Of those, 800 click it and visit your website. Of those, 200 add something to their cart. Of those, 80 complete the purchase. Of those, 30 buy again within 6 months. The numbers narrow at each stage — hence the funnel shape. This is normal. The job of a digital marketer is to make each stage as efficient as possible, so more people move through to the next one.

2. The 5 Stages of the Customer Funnel

Click any stage below to read the full detail for that stage.

Unaware

The customer does not know your brand or product exists. They have a problem — but they may not even know they have it yet.

Social media ads Video (YouTube / TikTok) Influencer marketing Display ads PR & earned media

Key metric: Impressions · Goal: Get seen by the right audience

What the customer is thinking: Nothing about your brand yet. They are just living their life — scrolling social media, watching videos, reading content. They are not searching for you.

What the brand must do: Interrupt in a positive, relevant way. The content must be interesting or valuable enough to pause the scroll. The goal is not to sell — it is purely to be seen and remembered.

What success looks like: High impressions, broad reach, and brand recall. If someone who saw your ad at this stage later Googles your brand name — that is unaware becoming aware.

Common mistake: Trying to sell to unaware audiences. An ad that leads with "BUY NOW — 50% OFF" to someone who has never heard of your brand is like proposing marriage on a first meeting. The Unaware stage is about introduction, not conversion.

Example — clothing brand: A 15-second TikTok video of a satisfying packaging unboxing, no hard sell, just brand name visible. Thousands of people see it while watching their For You Page. They now know the brand exists.
Example — online course: A YouTube ad plays before a tutorial video: "3 skills that doubled my income" — relevant to the viewer, no pressure, just a compelling hook that plants the brand name.

Aware

The customer knows your brand exists but has not engaged meaningfully. They may have seen your ad or heard your name — but you are just one of many things they noticed today.

SEO / organic search Content marketing Organic social posts Podcast / webinars

Key metric: Website traffic, social followers · Goal: Educate and engage

What the customer is thinking: "I've heard of them. I'm not sure what they do exactly, but I've seen their name before." They may follow you on social media without actively engaging. They are passively collecting impressions of your brand.

What the brand must do: Consistently show up with valuable, relevant content. Build familiarity and begin establishing authority. The 7-touch rule suggests that a customer needs to encounter a brand approximately 7 times before they seriously consider it — this stage is where those touchpoints stack up.

What success looks like: Growing organic traffic, increasing social engagement, rising follower counts, email sign-ups.

Common mistake: Stopping here. Many brands attract followers and website visitors but never convert them because they have no strategy for the stages below.

Example — software company: A blog post that ranks on Google: "How to manage remote teams in 2025" — relevant to the audience, brings them to the website, and introduces the brand as an authority.
Example — fitness coach: Consistent Instagram posts with workout tips — no sales, pure value. The audience begins to trust and look forward to the content.

Considering

The customer is actively researching. They are comparing you with competitors, reading reviews, watching tutorials, and asking others. They have intent — but have not committed yet.

Retargeting ads Comparison content Case studies Email nurture Reviews & testimonials

Key metric: Time on site, pages per session, email open rate · Goal: Build trust, overcome doubt

What the customer is thinking: "I like what I've seen — but I want to be sure this is the right choice. What do other people say? How is it different from the other options? What happens if it doesn't work?" Doubt and risk-aversion are at their peak here.

What the brand must do: Eliminate doubt with evidence. Reviews, testimonials, case studies, demos, free trials, comparison pages, and FAQ content all serve this stage. The message shifts from "here is what we do" to "here is why we are the right choice."

What success looks like: Return visits to the website, deeper page engagement, email sign-ups, demo requests, free trial activations.

Common mistake: Ignoring this stage entirely. Many businesses have top-of-funnel content (social posts, ads) and bottom-of-funnel pages (product pages, checkout) — but nothing in between to address objections and build trust. The result: people visit, browse, and leave.

Example — e-commerce clothing brand: A retargeting ad showing the exact pair of shoes a customer looked at, with a "4.8 stars — 2,300 reviews" badge. Reduces the risk of buying from an unknown brand.
Example — digital marketing course: A student testimonial video: "I went from zero to my first client in 3 months." Removes the doubt "Will this actually work for me?"

Converting

The customer is ready to buy. The decision has essentially been made — they just need the final push: a clear call to action, an easy checkout process, or a small incentive to act now rather than later.

Search ads (branded) Email offers Landing pages Live chat / support Abandoned cart emails

Key metric: Conversion rate, Cost Per Acquisition · Goal: Make buying easy and immediate

What the customer is thinking: "OK, I want this. Let me just make sure I'm getting the best deal and that this is easy to do." Minor friction — a slow website, a complicated checkout, a lack of payment options — can lose the sale at this final stage even after weeks of nurturing.

What the brand must do: Remove every possible barrier to purchase. Fast loading pages, clear CTAs, multiple payment methods, reassurance (secure checkout, easy returns), and urgency (limited stock, time-limited offer) all serve this stage.

What success looks like: Purchases, sign-ups, subscriptions, bookings — whatever the business's primary conversion goal is.

Common mistake: Over-optimising for conversion at the expense of trust. Pop-ups, countdown timers, and aggressive "last one left" messages can push ready buyers away if they feel manipulative. Honesty converts better long-term.

Example — online course: An email with subject line "Your spot is still available — and here is 10% off until midnight." Simple, relevant, low-pressure push that converts fence-sitters.
Example — service business: A WhatsApp message with a direct booking link and a clear one-line offer. Zero friction between interest and payment.

Loyal

The customer has bought. Now the real long-term value begins. A loyal customer costs far less to market to than a new one — and a customer who advocates for your brand is worth more than any paid ad.

Email sequences Loyalty programmes Private community Referral programmes Re-engagement emails

Key metric: Retention rate, LTV, referral rate · Goal: Repeat purchase and word-of-mouth

What the customer is thinking: "That was a good experience — but will the next interaction be just as good? Do they still care about me now that I've paid?" Post-purchase experience is what determines whether this person becomes loyal or disappears.

What the brand must do: Deliver on the promise. Then go further — a thank-you email, a helpful onboarding sequence, personalised recommendations, exclusive offers for existing customers, and community access all build loyalty over time.

What success looks like: Repeat purchases, referrals, user-generated content, positive reviews, and long customer lifetime value.

The most important number in loyalty: It costs 5–7x more to acquire a new customer than to retain an existing one. Every rupee spent on loyalty marketing goes further than the same rupee spent at the top of the funnel.

Example — e-commerce brand: A 5-email post-purchase sequence: (1) order confirmation with care tips, (2) style guide for the product, (3) "How are you getting on?" check-in, (4) "Customers also love..." cross-sell, (5) referral offer: "Give a friend 15% off, get 15% off your next order."
Example — SaaS product: A private Slack community where customers help each other, share wins, and get early access to new features. The community itself becomes the reason they never leave.

3. The 5 Funnel Metrics Every Digital Marketer Must Know

Each funnel stage has its own primary metric. Understanding these numbers is what separates a marketer who guesses from one who makes data-backed decisions.

IMPRESSIONS

Impressions

The total number of times your content or ad was displayed on a screen — regardless of whether it was clicked or noticed.

No formula — raw count from platform

CTR

Click-Through Rate

The percentage of people who saw your ad or content and clicked on it. Measures how compelling your message and creative are.

(Clicks ÷ Impressions) × 100

CVR

Conversion Rate

The percentage of visitors who completed the desired action — a purchase, a sign-up, a booking. The most important bottom-funnel metric.

(Conversions ÷ Visitors) × 100

CAC

Customer Acquisition Cost

How much money you spent on marketing to acquire one paying customer. The lower the CAC, the more efficient your funnel.

Total spend ÷ New customers

LTV

Customer Lifetime Value

The total revenue a single customer generates over their entire relationship with your brand. LTV must exceed CAC for a business to be profitable.

Avg. order value × Purchase frequency × Avg. customer lifespan

Worked example — putting the metrics together

Scenario — An online clothing store

A brand runs a social media ad campaign with the following results:

Impressions: 50,000 · Clicks: 1,500 · Purchases: 75 · Total ad spend: Rs. 30,000

CTR = (1,500 ÷ 50,000) × 100 = 3% — strong for a social campaign
Conversion rate = (75 ÷ 1,500) × 100 = 5% — healthy e-commerce rate
CAC = 30,000 ÷ 75 = Rs. 400 per customer

Now if the average customer buys 3 times per year and stays for 2 years, with an average order of Rs. 2,500:
LTV = 2,500 × 3 × 2 = Rs. 15,000

LTV:CAC ratio = 37.5:1 — for every Rs. 400 spent to acquire a customer, the brand earns Rs. 15,000 back. This is excellent marketing ROI.

4. The Non-Linear Reality of Modern Customer Journeys

The funnel is a model — a useful simplification. But real customer behaviour is messy. Modern customers do not march obediently from stage to stage. They:

Skip stages. Someone can go directly from Unaware to Converting if a friend recommends a product and sends them a link. Word-of-mouth and influencer marketing can collapse a weeks-long journey into minutes.
Loop back. A customer at the Converting stage might return to Considering after reading a negative review. A competitor's ad might pull them back to Aware.
Move slowly. For high-ticket decisions (a laptop, a course, a car), the Considering stage alone can last weeks or months. Multiple touchpoints across different channels all play a role.
Use multiple devices. They may discover a brand on their phone, research on a laptop, and buy on a tablet — three separate sessions that all count as part of the same journey.

Why this matters for your work

Because journeys are non-linear, a strong digital marketing strategy does not just activate one channel at one stage. It maintains consistent presence across multiple touchpoints so that wherever a customer is in their journey — whatever stage they are at, whatever device they are using — your brand is there with the right message. This is called an omnichannel strategy, and it is something you will build from Week 3 onward.

5. Case Study — Foodpanda's Customer Journey

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Foodpanda Pakistan

Food delivery platform · B2C · App-based service

Unaware

A 22-year-old student is watching a cooking video on YouTube. A 15-second skippable Foodpanda ad plays beforehand — showing diverse food options, fast delivery times, and ending with the app icon. They skip after 5 seconds. They have now seen the brand name once. Nothing more yet.

Aware

Over the next week, they see Foodpanda mentioned three more times: an Instagram post in their feed showing a meal deal, a friend's WhatsApp status with a Foodpanda order, and a billboard near campus. The name is now familiar. They follow Foodpanda on Instagram.

Considering

One evening they are too tired to cook. They Google "food delivery near me" — Foodpanda appears in the top results with 4.3 stars. They click through, browse the restaurant list, and see a Rs. 150 off first order offer. A retargeting ad on Facebook the next morning shows the same restaurants they browsed.

Converting

They download the app. The Rs. 150 discount is pre-applied. Checkout takes under 2 minutes. The order confirmation email arrives immediately with a live tracking link. The experience is smooth — zero friction. First purchase completed.

Loyal

Three days later: a push notification — "Your favourite restaurant has a new menu item." The following week: an email — "You haven't ordered in 7 days — here's 20% off your next meal." They order twice that week. Three months in, they are ordering 2–3 times per week and have referred two friends using a shared discount code.

Key takeaway from this case study

Notice how many different channels were used — YouTube ads, Instagram, WhatsApp (word of mouth), Google Search, retargeting ads, email, push notifications, referral codes. No single channel acquired or retained this customer. The combination of channels, each serving the right stage, is what makes a digital marketing strategy work. A business that only runs Instagram ads and ignores email, SEO, and retargeting is leaving most of its potential on the table.

ACTIVITY 1

Homework Map Debrief

⏱ 10 minutes · Full class · Opening warm-up

Students present their channels maps from Homework 1. Instructor uses these to bridge into the funnel — demonstrating that channels alone are not a strategy, you need a framework to deploy them in.

Volunteer 2–3 students to briefly present their channels map (1–2 minutes each). What 8 channels did they include? How did they visualise the connections?

After each presentation, the class gives one piece of positive feedback and one question. Keep it supportive — this is Class 2 and students are still building confidence.

Instructor closes with the bridge question: "These 8 channels are your tools. Now — if a new restaurant opened tomorrow and had a budget of Rs. 50,000, which channel would you use first and why? Raise your hand."

Let 3–4 students answer. There will be disagreement. Validate all of them: "All of these could be right — and the reason is that the answer depends on where the customer is in the funnel. That is what we are learning today."

ACTIVITY 2

Brand Funnel Mapping — Group Exercise

⏱ 20 minutes · Groups of 3 · Core class exercise

Groups map the complete customer journey for a real brand across all 5 funnel stages — identifying specific touchpoints, channels, and what the brand is trying to achieve at each stage. This forces students to think as marketers rather than consumers.

Form groups of 3. As a group, choose one brand you all know well — local or global. Examples: Daraz, Careem, Jazz, HBL, Netflix, Khadi, any local clothing brand.

Draw 5 columns on paper, one for each funnel stage. For each stage, write: (a) What is the customer thinking and feeling? (b) What specific thing does this brand do to reach or move customers at this stage? (c) Which channel are they using?

Identify any funnel gaps — stages where the brand has little or no presence. What would you recommend they do to fill those gaps?

Prepare a 2-minute presentation. One person presents the map, one person presents the gaps and recommendations, one person fields questions from the class.

Instructor facilitation note

As groups work, circulate and ask: "How did you find out this brand does X at this stage — did you experience it yourself, or are you assuming?" Encouraging students to distinguish between observation and assumption builds a critical thinking habit that is essential for client work.

ACTIVITY 3

Metrics Calculator — Live Worked Problems

⏱ 10 minutes · Individual · Numeracy reinforcement

Students solve 3 metric problems individually, then check answers with the class. This builds comfort with marketing numbers — a skill many beginners avoid but every client will ask about.

Problem 1 — CTR: Your Instagram ad was shown 25,000 times. 375 people clicked it. What is your CTR? Is this above or below the typical 1–3% industry benchmark?

Problem 2 — Conversion Rate: 800 people visited your landing page. 32 signed up for your course. What is your conversion rate? What does a conversion rate of 4% tell you about the page?

Problem 3 — CAC vs LTV: You spent Rs. 60,000 on ads this month and gained 120 new customers. Your average customer buys twice per year and stays for 3 years, spending Rs. 1,800 per order. Calculate CAC, LTV, and the LTV:CAC ratio. Is this a healthy business?

Answer key (instructor only)

Problem 1: CTR = 1.5% — right at the benchmark, solid result. | Problem 2: Conversion rate = 4% — healthy for a course landing page (typical range 2–5%). | Problem 3: CAC = Rs. 500. LTV = Rs. 1,800 × 2 × 3 = Rs. 10,800. LTV:CAC = 21.6:1 — very healthy. A business is generally considered sustainable at 3:1 or above.

Student note

Class 2 introduces the most important strategic framework in all of digital marketing — the customer funnel. Every channel you learn in this course connects back to a funnel stage. Understand this well and everything else will click into place.

What Is the Marketing Funnel?

The marketing funnel is a model that maps the journey a customer takes from not knowing your brand exists, all the way to becoming a loyal repeat buyer. It is called a funnel because many people enter at the top, but fewer move through at each stage — just like water through a real funnel.

The funnel is your strategic compass. Before choosing any channel or creating any content, always ask: which stage of the funnel am I targeting? The answer changes everything about how you communicate.

The 5 Funnel Stages — Quick Reference

STAGE	CUSTOMER MINDSET	BRAND GOAL	KEY CHANNELS	PRIMARY METRIC
1. Unaware	"I have never heard of you"	Get seen	Social ads, video, influencers	Impressions
2. Aware	"I've seen your name somewhere"	Educate, build familiarity	SEO, content, organic social	Website traffic
3. Considering	"I'm comparing my options"	Build trust, overcome doubt	Retargeting, reviews, email	Engagement, return visits
4. Converting	"I'm ready to buy"	Remove friction, close the sale	Search ads, landing pages, email offers	Conversion rate, CAC
5. Loyal	"I bought — do you still care about me?"	Retain, upsell, turn into advocate	Email sequences, community, referrals	LTV, retention rate

TOFU, MOFU, BOFU

Marketers commonly group the funnel stages into three sections:

TOFU — Top of Funnel (Unaware + Aware): Broad reach, awareness-focused, non-sales messaging
MOFU — Middle of Funnel (Considering): Trust-building, education, objection handling
BOFU — Bottom of Funnel (Converting + Loyal): High-intent, conversion and retention-focused

The 5 Key Metrics

Impressions: How many times your content or ad was shown on screen
CTR (Click-Through Rate): (Clicks ÷ Impressions) × 100 — how compelling your message is
Conversion Rate: (Conversions ÷ Visitors) × 100 — how well you turn visitors into buyers
CAC (Customer Acquisition Cost): Total marketing spend ÷ New customers — what one new customer costs you
LTV (Lifetime Value): Average order × Purchase frequency × Customer lifespan — what one customer is worth over time

The golden rule: LTV must be significantly higher than CAC for your marketing to be profitable. A healthy benchmark is LTV at least 3× your CAC. The best businesses achieve 10× or more.

The Non-Linear Journey

The funnel is a planning model, not a perfect map of real behaviour. Real customers skip stages, loop back, take weeks to decide, and use multiple devices. This means:

No single channel acquires a customer — it takes multiple touchpoints across multiple stages
Your marketing must be present at every stage, not just one
Data tracking across channels (which you will learn in Week 20) is essential to understand which touchpoints actually influenced a purchase

Key Terms

Marketing funnel: The staged model of a customer's journey from Unaware to Loyal
TOFU / MOFU / BOFU: Top, Middle, and Bottom of Funnel — three broad funnel zones
Touchpoint: Any interaction a customer has with your brand along their journey
Impressions: The number of times content was displayed on a screen
CTR: Click-Through Rate — percentage who clicked after seeing your content
Conversion Rate: Percentage of visitors who completed the desired action
CAC: Customer Acquisition Cost — total spend divided by new customers gained
LTV: Customer Lifetime Value — total revenue one customer generates over time
Retargeting: Showing ads specifically to people who have already visited your website or engaged with your brand
Omnichannel: A strategy that maintains consistent presence across multiple channels and devices throughout the customer journey

Quiz instructions

10 questions covering the marketing funnel, its 5 stages, key metrics, and real-world application. Select an answer to see the result and explanation instantly.

Class 2 Homework & Deliverables

One main deliverable due before Class 3, plus an update to your learning journal. Both submitted on the course platform.

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Deliverable — Customer Journey Map (Brand of Your Choice)

Pick any brand — local or global. Map their complete customer journey across all 5 funnel stages. For each stage write: (a) what the customer is thinking and feeling, (b) what specific touchpoint or channel the brand uses, (c) what the brand is trying to achieve. Also identify at least one funnel gap — a stage where the brand is weak or absent — and suggest what they could do to fill it. Submit as a PDF, image, or document. Quality matters more than design.

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Learning Journal Entry #2

200–300 words answering: "Think about the last significant purchase you made that took you more than a day to decide on. Map your own journey through the funnel. How many touchpoints did you pass through? Which stage took the longest — and why?" Be honest and specific.