A WhatsApp Marketing Funnel, in simpler terms, is a structured pathway that businesses use to guide their customers from the awareness stage to making final purchase. It is a clear, step-by-step journey that guides customers from discovering your business to becoming a regular customer.
The WhatsApp Marketing funnel is versatile enough to be utilised by businesses of every size. Whether you are a small business looking to build quick trust in a customer's head, a mid-size firm looking to automate customer journeys or a large-scale business handling conversations in large-volume everyday, the WhatsApp Funnel seamlessly adapts to your business.
Stages of WhatsApp Marketing Funnel.
Each and every stage of the marketing funnel plays an equally important role in guiding the customer journey, from the very first interaction. Let’s get a deep understanding about how each stage contributes to the growth of a business.
Stage 1: Capture
This is the initial stage where a business builds awareness about their product/service to the customers. At this stage, the focus is on attracting people who are interested in your business and giving them an easy way to start a conversation with them.
Activities involved in this stage:
- Using Click-to-WhatsApp Ads on Facebook/Instagram.
- Scanning a QR Code in offline stores/events or over any packaging
- Adding a WhatsApp widget on your website
Example: A skincare brand runs a social media ad, and places a “Get a free skin assessment” button at the bottom. When users click, they’re instantly directed to a WhatsApp chat, where the conversation begins and the lead is captured.
Stage 2: Nurture
Once a customer initiates conversation,it opens doors for businesses to build trust and guide them confidently throughout their buying journey. This is the stage that marks the beginning of impactful conversations.
Activities involved in this stage:
- Sending valuable content related to the product such as product catalogs.
- Sharing ongoing offers with the customer to grab their attention.
- Using chatbots to answer initial queries and guide users.
Example:
After joining the chat, a customer asks about products for oily skin. The bot responds with a curated list of suitable serums, explains their benefits, and offers quick replies like “Show routines” or “Compare products” to help the customer explore confidently.
Stage 3: Convert
This stage refers to conversion of the prospects into paying customers.
Activities involved in this stage:
- Reminding users for leaving their cart abandoned
- Sharing Catalogs with related products
- Including in-chat checkout links in your messages.
- Order confirmation messages.
Example:
A customer browses but doesn’t complete the checkout. A few hours later, they receive a gentle reminder:
“Your personalized routine is waiting! Tap below to finish your order,” along with a checkout link and a small incentive like free shipping.
Stage 4: Retain
Retention is where long-term value is built. This stage ensures customers keep coming back, turning one-time buyers into loyal repeat shoppers.
Activities involved in this stage:
- Collecting feedback and review of the product post-purchase.
- Loyalty program reminders
- Personalized restock alerts
- New collection drops for VIP customers
Example:
For instance, a few days after their order is delivered, the customer receives a friendly prompt: “Hope you’re loving your new skincare! Rate our products on a scale of 1–5.
Later, they sent messages early access to a new product line launched exclusively for repeat customers.
Key Performance Indicators(KPIs)
In order to measure the effectiveness of a WhatsApp Marketing Funnel, there are a some relevant key performance indicators that define the success rate across all the stages:
KPIs for Capture Stage
These metrics track how well you’re attracting and capturing leads.
- Click-to-WhatsApp Conversion Rate
It measures how many people actually initiated a WhatsApp chat after seeing any social media ad or CTA.
- Lead Capture Rate
It is the percentage of visitors who enter your WhatsApp funnel through widgets, QR codes, ads, or forms.
- Cost per Lead (CPL)
It calculates the amount that you're spending to acquire each lead via WhatsApp entry points.
KPIs for Nurture Stage
These reflect engagement, interest, and the quality of your nurturing experience.
- Message Open Rate
This measures how many customers opened your message over WhatsApp (it is as high as 98% for WhatsApp)
- Response Rate
This calculates the percentage of users who revert back on your messages.
KPIs for Convert Stage
- Purchase Conversion Rate
This KPI measures the percentage of customers who actually complete a purchase after engaging on WhatsApp.
- Average Order Value (AOV)
This helps track if WhatsApp recommendations increase purchase size.
KPIs for Retain Stage
- Repeat Purchase Rate
It measures how many customers buy again through WhatsApp.
- Re-engagement Rate
This refers to the percentage of customers who interact again after receiving targeted broadcasts.
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