12 Powerful Types Of Sales Funnels (2025) & How To Set Up Theme Effectively

Launching a great product is not enough to stand out and truly succeed in eComerce. You need a well-planned strategy to guide potential shoppers from their first glance to their final purchase. This journey is known as a sales funnel, a core concept that every marketer should clarify first. 

But sales funnels come in dozens of forms. Each type serves a specific purpose, helping businesses capture interest and nurture prospects into satisfied, paying customers. That’s why we've suggested 12 powerful types of sales funnels that top-performing businesses use today. Additionally, you can get inspired by expert strategies and examples to help you optimize each. 

Right now, let’s get into it! 

An overview of Sales Funnels

What is a Sales Funnel?

A sales funnel is a metaphor for the customer journey, from the moment they become aware of your brand to the point of conversion. It’s shaped like a funnel since a number of potential customers enter at the top, and a smaller, more committed group emerges at the bottom as paying customers. The aim is to maximize the number of people who move through each stage. 

Below are the three most common marketing funnel stages that are applied in most businesses: 

• TOFU (Top of Funnel): This is the "awareness" stage. At this point, potential customers are discovering your brand for the first time. They may be searching for information, solutions to a problem, or their pain points. The content here is broad and educational.

• MOFU (Middle of Funnel): This is the "interest" and "consideration" stage. Leads have identified their problem and are now actively researching potential solutions, including what your brand offers. Content at this stage often nurtures their interest and builds trust.

• BOFU (Bottom of Funnel): This is the "purchase" or "conversion" stage. At this point, leads are ready to make a decision, and content and offers are used to close the deal. 

Learn more: How to Implement Conversion Funnel Optimization + Tools

Why You Need Sales Funnels for Your Online Store?  

Designing and adopting the respective types of sales funnels is a non-negotiable asset. Instead of waiting for customers to find you and hopefully purchase, you actively guide them through a structured process. Also, a dedicated sales funnel allows you to identify precisely where potential visitors are dropping off, so you can fix the leaks and optimize the overall performance.  

Furthermore, eCommerce brands can build long-term relationships, turning one-time buyers into loyal brand advocates. It is apparent that you can gradually increase your average order value (AOV) and lifetime customer value, ensuring your marketing efforts lead to measurable results. 

Learn more: 5 Real Examples of Sales Funnel in eCommerce + Best Practices

What’s The Best Type Of Sales Funnel For Your Demands?

There are typically 6 sales funnel stages categorized for TOFU, MOFU, and BOFU. However, depending on your eCommerce business models, the number of stages can be fewer or more. For a deeper understanding, let’s walk through our sales funnel templates for eCommerce blog. 

Stage 1: Awareness

This is the initial interaction point where potential customers become aware of your brand, product, or service for the first time. They search for information or a solution to a problem, not necessarily your product directly. The goal here is to attract a wide audience without a hard sell. 

#1. Lead Magnet Funnel

What it is: This type of sales funnel is designed to capture contact information by offering a valuable free resource in exchange for an email address. This resource, or “lead magnet,” could be an e-book, a checklist, a free guide, or short videos to spark customers' interest effectively. 

What should we do with it: 

• Offer high-value freebies related to your niche.

• Use opt-in landing pages with compelling CTAs.

• Connect to email marketing for follow-up sequences.

Example: Slimming World effectively uses a lead magnet funnel. The free 7-day eating plan is a high-value offer that directly addresses a pain point. The simple form, with a clear call-to-action, efficiently captures first names and emails, making it a great marketing tool for lead generation.

Slimming World is a notable lead magnet example, offering a free plan to get an email

#2. Quiz Funnel

What it is: A quiz funnel engages potential customers by offering a personalized result or recommendation based on their answers to a series of questions. This playful and interactive marketing funnel format is excellent for generating good traffic and segmenting your audience.

What should we do with it: 

• Use quiz apps for your online stores.

• Ask 4-6 engaging questions to keep completion high.

• End with a product recommendation + discount code via email addresses. 

Example: This landing page from Persona Health is a strong example of a quiz funnel. The "Persona Assessment" serves as an interactive entry point, promising a personalized path to wellness. It engages visitors by offering a customized solution within 5 minutes, making it truly worth trying. 

Persona offers a quiz landing page for personalized vitamin recommendations 

Learn more: Shopify Quiz Funnel  -  Guide, Examples, and Apps

Stage 2: Interest

At this stage, your visitors are no longer strangers. They are actively engaging with your content and showing interest in what you offer. They are looking for more specific information about their problem or pain points, and the goal here is to deepen their engagement and build strong trust.

#3. Webinar Funnel

What it is: A webinar funnel is a structured type of sales funnel that uses a live or pre-recorded online presentation to attract leads, educate them on a topic, and emphasize your expertise. This directs attendees to a high-value offer, often a high-ticket product or coaching program.   

What should we do with it: 

• Promote a compelling registration page that highlights its value and time-down counters. 

• Provide exclusive offers during the session.

• Send a series of follow-up emails with a replay link and a limited-time offer. 

• Display relevant information about tutors or presenters to build trust. 

Example: This webinar landing page example immediately establishes authority by featuring well-known experts like Neil Patel. The hero section uses a clear, benefit-driven headline and provides key takeaways, effectively building value and persuading visitors to sign up for events. 

A webinar page from NP Digital has a well-structured hero section to build authority

Learn more: Discover 25 Best Webinar Landing Page Examples and Design Tips from Experts

#4. Product Launch Funnel

What it is: This funnel builds anticipation around a new product release. It's strategic to create buzz and excitement before the item is even available, leading to a flood of sales on launch day.

What should we do with it: 

• Build anticipation with teaser emails or content highlighting the product’s value.

• Capture leads through a waitlist page offering early access or perks.

• Drive urgency on launch day with limited-time offers to boost sales.

• Embrace high-quality visuals like images or videos to capture attention. 

Example: This pop-up from New Balance is a simple, effective example of a digital marketing funnel for a product launch. After customers clarify the design and benefits of new products, they can easily “set a launch alert,” while the brand can build anticipation and efficiently collect email addresses from highly interested visitors, which ensures a strong start to the new release. 

New Balance builds launch day buzz with a simple email sign-up form

Stage 3: Consideration 

Visitors are now actively evaluating products and services against those of your competitors. They have a good understanding of their problem and are looking for the best solution. You should offer different types of sales funnels to demonstrate why your offering is the best choice. 

#5. Tripwire Funnel

What it is: A tripwire funnel is designed to convert a prospect into a customer with a low-cost, high-value initial offer. This small purchase is a "tripwire" that breaks the ice and makes the customer more likely to buy a higher-priced product later, the most classic type of sales funnel. 

What should we do with it: 

• Start with a price that is as low as possible to engage visitors instantly. 

• Ensure it connects to your core offer.

• Pair with upsells after checkout or a specific time (3 days or 1 month). 

Example: This offer from Shopify is a textbook example of a tripwire funnel. By presenting a low-cost, low-commitment offer of "£1/month for 3 months" after a free trial, it converts curious prospects into paying customers. This small initial investment makes them more likely to continue with the full-price service later, from the second month of £25/month - $2,300/month. 

Shopify's tripwire funnel makes it easy to become a customer, starting from £1/month

#6. High-Ticket Coaching Funnel

What it is: This funnel is designed to establish authority and filter out unqualified leads before inviting the right prospects to book a one-on-one consultation or sales call. Consequently, your time and attention on the sales funnel strategy are focused on the people most likely to convert.

What should we do with it: 

• Use long-form landing pages with testimonials.

• Offer free discovery calls to qualify leads.

• Add case studies for social proof.

Example: Nolte Kuchen offers a three-step process: finding a showroom, selecting a date, and providing details to initiate consultation with potential customers. This landing page comes after visitors have an overall evaluation of its custom kitchen design services and designs. From that, the brand qualifies serious leads and offers a high-value, professional consultation for registrars. 

Nolte offers a clean, well-structured page to boost a high-ticket coach funnel 

Stage 4: Purchase

This is the most critical stage. The customer is ready to buy and has decided that your product is the right fit. The focus is on making the transaction as seamless and frictionless as possible. 

#7. eCommerce Funnel

What it is: This sales funnel is designed to move a customer from a product page to checkout, which aims to optimize the conversion rate, order bumps, and upsells while minimizing friction. 

What should we do with it: 

• Optimize product descriptions and photos.

• Use abandoned cart recovery emails.

• Simplify checkout to reduce drop-off.

Example: This Huel pop-up is a stellar example. It appears instantly after an item is added to the basket and offers free shipping and a discount for higher spending. It also includes options tailored a personal daily routine with proper products, helping engage visitors and boost AOV. 

Huel comes with a pop-up to lead an eCommerce funnel with more sales and orders 

#8. Evergreen Funnel

What it is: An evergreen funnel is an automated type of sales funnel that runs continuously in the background. It consistently attracts new leads and converts them into customers without manual effort, creating a “set it and forget it” approach for ongoing sales and improved traffic. 

What should we do with it: 

• Use evergreen webinars or pre-recorded demos.

• Automate nurturing with email sequences.

• Keep content timeless to avoid frequent updates.

Example: Zakeke’s landing page lets users preview its 3D configurator with “Try Zakeke Now” before purchasing. After that, everyone only needs to click the “Start Your Free Trial” button to start an automated email signup process, creating a seamless, self-running funnel experience.

Zakeke embraces an evergreen funnel starting with a well-structured landing page

Stage 5: Post-Purchase

This stage is about nurturing the new customer, encouraging them to become a repeat buyer, and building long-term loyalty. It’s also when you can significantly boost customer lifetime value. 

#9. Cancellation Funnel

What it is: A cancellation funnel is designed to retain customers who have decided to cancel a subscription. It serves as a last-ditch effort to preserve the relationship and reduce churn. However, few sellers overlook this type of sales funnel, missing chances to get customers back. 

What should we do with it: 

• Ask why users are canceling.

• Offer discounts, pauses, or alternatives.

• Use exit surveys for insights.

Example: Netflix collects feedback from customers who cancel their membership, asking why they chose to leave. This insight helps the company identify pain points and improve its service. 

Netflix's cancellation funnel gathers feedback to minimize churn effectively. 

#10. Upsell & Cross-Sell Funnels

What it is: These funnels can significantly increase a customer’s AOV instantly after an order. An upsell presents a higher-priced or premium version of the product, while a cross-sell offers a complementary item to enhance the original purchase. In short, both are great ideas for sales. 

What should we do with it: 

• Add one-click upsells post-checkout.

• Use AI recommendations for personalization.

• Offer bundles to encourage bigger purchases.

Example: Dell’s checkout page demonstrates an upsell and cross-sell funnel. After choosing a laptop, buyers are offered related software like Microsoft 365 and McAfee. These add-ons, presented directly on the page, make it easy to bundle complementary items and increase AOV. 

Dell checkout page utilizes cross-sells to increase AOV for the final purchase 

Learn more: GemPages X Cross Sell & Upsell: Third-Party Integration

Stage 6: Re-Purchase/Loyalty 

The final stage involves transforming a one-time customer into a loyal advocate for your brand. This requires continued engagement, building a community, and encouraging future purchases.

#11. Re-engagement Funnel

What it is: This funnel targets inactive customers. Its main goal is to bring them back to your eCommerce store and encourage another purchase by reminding them of the value you offer.

What should we do with it: 

• Send personalized win-back emails.

• Offer loyalty points or discounts.

• Highlight new arrivals to spark interest.

Example: A Shopify store notices a customer hasn't made a purchase in six months. An automated email sequence is triggered, starting with a friendly greeting, followed by an email with a unique 15% off coupon, and concluding with a round-up of their best-selling new arrivals.

#12. Referral Funnel 

What it is: This type of sales funnel leverages your existing customer base to attract new leads. It’s based on the premise that satisfied customers are your best marketers, and they are more likely to refer friends and family. This is an excellent approach to grow your business effectively. 

What should we do with it: 

• Offer discounts or rewards for referrals.

• Use referral software for easy tracking.

• Promote via email and social channels.

Example: Eposow has introduced a Referral Scheme offering up to £250 for every approved referral. It is part of its early-stage sales funnel strategy to expand its audience and strengthen engagement with existing customers. Additionally, referred registrants get 20% off retail prices. 

Eposow’s referral scheme of £250 helps engage potential and current customers 

Key Takeaways of 12 Powerful Types of Sales Funnels

Get More Buying Funnel Wins with Shopify + GemPages

Why do you need Shopify + GemPages for Your Sales Funnel Design?

Shopify is a user-friendly eCommerce platform that everyone, whether enterprise businesses, solo sellers, or startup brands, can ultilize to launch and manage an online store effectively.  When paired with GemPages, one of the leading landing page builders for Shopify, the platform goes beyond simple eCommerce store setup. Together, they give you the flexibility to design and optimize high-converting sites that drive sales and deliver an exceptional user experience.

Below are the ways GemPages ecosystem can empower users to make their stores stand out: 

• A drag-and-drop editor without coding

• 200+ CRO templates for diverse web pages and industries

• AI-Powered Image to Layout for saved design effort and time

• Built-in A/B testing with Gem X

• GemPages sales funnel builder to optimize customer journeys 

• Dedicated customer support team for exceptional experiences

• Affordable, custom pricing tiers for various demands. 

In the next section, we’ll examine one of the newest features: the GemPages sales funnel builder, and how it can leverage how you guide potential visitors from browsing to purchasing.

Steps to Set Up a High-Converting Sales Funnel

Step 1: Install GemPages into your Shopify store

In the Shopify App Store, type “GemPages” in the search bar and select it. 

Find GemPages in the Search bar and select it to install

Click the Install button to redirect to your Shopify Admin Dashboard to allow for its access. 

Click the Install button to add the GemPages app to your Shopify store

Step 2: Set up your new sales funnel

First, click the Create New Funnel in the Sales Funnels tab of GemPages

Click Create New Funnel to start your funnel creation

Select a proper type of sales funnel: Create Post-purchase Offer or Create Full Sales Funnel. 

Select a method in the two options: Create Post-Purchase Offer/ Full Sales Funnel 

Next, click the Edit Trigger and select one of the three following options:

Set up Triggers is the first part to create a new sales funnel with GemPages 

• Any products
• Specific Products
• Custom Products

After that, click the Next: Select Product button to move to the next stage. 

Move to the part of selecting product offers after finishing trigger setups

At this stage, you can choose a maximum of 4 products to customize your offer. 

Step 3: Optimize your funnel for higher conversion rates 

Once you select the trigger and offer products, you can use Gem X to run A/B testing instantly. With 4 items, you can test with 2 flows: Upsell Offer and Down Offer, and each flow allows for 2 A/B tests; therefore, we will have 16 items in total, making your offer launching more flexible. However, it’s recommended to limit the number of products to identify the best version easily. 

Learn more: Introducing New Feature: GemPages Sales Funnel - Ultimate Solution for Maximizing Your Shopify Store Profit

Conclusion

Understanding and implementing the different types of sales funnels is critical for sustainable eCommerce growth. By focusing on building deliberate, customer-centric journeys, you can attract a wider audience, increase conversions, and create a base of loyal, repeat customers. However, depending on your business demands and product type, the number of sales funnel stages and their usage are flexible to achieve the best results while optimizing your budget. That’s why you should consider and test everything carefully before running official campaigns. 

Visit GemPages blogs to get updated with eCommerce and Shopify insights from our experts!

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