Sales Funnels Types That Work: Which One Should You Use?

If you're struggling to convert visitors into customers, the problem might not be your product — it could be your sales funnel.

The right funnel guides prospects smoothly from interest to purchase, while the wrong one leads to wasted time and lost sales.

This guide breaks down the top types of sales funnels and when to use them.

You’ll learn how each one works, why it’s effective, and how to match it to your business goals. By the end, you’ll have a clear strategy to turn more leads into paying customers.

Are All Sales Funnels the Same?

Not at all – and that’s exactly why some businesses see steady growth while others struggle to turn leads into paying customers. Your sales funnel isn’t just a formality; it’s the path your potential customers take before they buy. The structure of that path can make or break your conversions.

For example, according to research, top-performing businesses often achieve conversion rates of 11.45% or higher, while the average across industries sits at about 2.35%. That might not seem like a big difference, but let’s break it down:

• If 1,000 people visit a website with an average 2.35% conversion rate, only 23 people make a purchase.

• If that same website converts at 5%, the number of buyers jumps to 50.

• At 11.45%, sales climb to 115 customers — a massive difference without increasing traffic.

This is why choosing the right funnel matters. It’s not just about capturing leads but making sure each step moves people toward a decision in a way that makes sense for them. The more aligned the funnel is with how your audience buys, the better the results.

Let’s Break Down the Different Types of Funnels

Now that you know why choosing the right sales funnel matters, let’s look at the options. Not every funnel is built for the same purpose — some are designed to generate leads, while others focus on nurturing prospects or closing high-value sales.

Below, we’ll break down the most effective types of sales funnels, how they work, and when to use them. By understanding their strengths, you can pick the best approach for your business and start seeing better results.

1. Lead Generation Funnel

A lead generation funnel helps you attract potential customers and collect their contact information, usually in exchange for something valuable — like a free guide, webinar, or discount. 

You don’t have to be limited to just downloadable offers. You can get creative and use a quiz as a lead magnet too. For example, Ipsy, a well-known beauty brand, uses a "Get to Know You" quiz where users fill in details about their skin and makeup preferences to receive a free package.

Before confirming their order, they need to complete a form — seamlessly capturing leads in the process.

Why Lead Generation Funnels Work:

It's quite simple!

When you offer something useful upfront, you create trust and give people a reason to stay engaged with your brand. Instead of pushing for a sale right away, you build a relationship, making it easier to convert leads later. Companies that nurture their leads generate 50% more sales-ready prospects while lowering costs by 33%

Lead Generation Funnels are Best For:

• B2B businesses that need to build relationships before closing a deal.
• High-value B2C products where customers take time to decide.
• Coaches, consultants, or service providers who want to warm up leads before a sales call.

2. Content Funnel

A content funnel works a little differently from a traditional lead generation funnel because it focuses on building trust first, rather than capturing leads right away. Instead of immediately asking for contact details, it nurtures prospects over time with valuable content — blog posts, videos, emails, or lead magnets that answer key questions and solve problems.

This approach gradually builds credibility and keeps your brand top of mind, making it easier for prospects to convert when they’re ready to buy.

Why It Works:

When you consistently provide useful content, you become a trusted source rather than just another business selling a product. This approach keeps prospects engaged until they’re ready to buy. Research shows that a majority of buyers engage with 3 - 7 content pieces before contacting a salesperson or making a purchase.

What a Content Funnel Looks Like:

A well-structured content funnel moves people from awareness to purchase naturally. Here's how it works:

1. Awareness Stage – A blog post titled “The Biggest Mistakes to Avoid When Creating an Online Course” attracts readers searching for guidance.
2. Consideration Stage – A related in-depth guide, “How to Structure a High-Converting Course Sales Page”, keeps them engaged and provides more value.
3. Decision Stage – A CTA within the guide leads to a free masterclass or product demo, introducing them to your solution in a non-pushy way.
4. Conversion – An email follow-up provides additional insights and a limited-time offer, moving them toward purchasing.

Content Funnels are Best For:

• Businesses that want to educate their audience and build long-term relationships.
• Brands looking to establish thought leadership in their industry.
• Companies selling products or services that require trust before purchase, like coaching, consulting, or SaaS.

3. Webinar Funnel

A webinar funnel engages prospects through live or recorded webinars, providing in-depth insights about a product, service, or industry topic. Webinars help businesses build authority, educate their audience, and move potential customers closer to a buying decision.

HubSpot is really good at this strategy. They have a hub of webinars you can scroll through and sign up for at any time. 

To access any webinar, you'll need to submit your contact information first. Which is a great strategy because this allows HubSpot to send you relevant content based on your details. And, in return, you get a ton of valuable information to improve your business, sales, or marketing strategy. Everyone wins.

Why Webinar Funnels Work:

When you give prospects a live, interactive experience, you create a stronger connection and increase trust. Webinars allow you to answer questions in real time, demonstrate solutions, and address objections— all of which make conversions more likely. According to research, 73% of B2B marketers say webinars are the best way to generate high-quality leads.

A typical webinar funnel follows this structure:

1. Registration Page – A landing page promotes the webinar topic, explaining the value of attending and collecting sign-ups.
2. Reminder Emails – A sequence of reminder emails keeps registrants engaged and ensures attendance.
3. Live or Recorded Webinar – The webinar delivers value by solving a specific problem and naturally presenting a relevant offer.
4. Call to Action – At the end, attendees are encouraged to take the next step, whether it's signing up for a service, booking a call, or purchasing a product.
5. Follow-Up Emails – After the webinar, a follow-up sequence nurtures attendees who didn’t buy right away, providing additional resources and a limited-time offer.

Webinar Funnels are Best For:

• Businesses selling complex or high-ticket products that require in-depth explanations.
• Coaches, consultants, or SaaS companies looking to establish trust and authority.
• Marketers who want to engage their audience in a more interactive way before making an offer.

4. Sales Call Booking Funnel

A sales call booking funnel guides potential customers toward scheduling a call with a sales representative or expert. This funnel is designed for businesses that require direct, personalized conversations to convert leads into clients.

Why a Sales Call Booking Funnel Works:

When prospects get the chance to speak one-on-one with an expert, they feel more confident in their decision. This direct interaction allows businesses to address specific concerns, offer tailored solutions, and build trust. Studies show that 82% of buyers accept meetings when sales reps proactively reach out with relevant insights.

A good example of a sales call booking funnel can be seen on Growbo. 

First you'll need a landing page that highlights the benefits of a free consultation or strategy session and includes a call-to-action to book a call.

Next, you'll need a booking platform that offers a smooth appointment-setting process. As you can see here, Growbo uses Calendly.

Most importantly, you need to include a qualification step. Basically, a short form collects essential details about the prospect (e.g., budget, goals, pain points) to ensure they’re a good fit. Your time is money and you don't want to field multiple calls with people who aren't a great fit.

Don't forget to send reminder emails for the call and use these as an opportunity to offer more personalized content to show your leads that you care.

In the actual call, focus on understanding your prospect’s needs and offering a tailored solution. And after the call, use follow-up emails nurture your leads further, answer lingering questions, and provide an opportunity to take action.

Sales Call Booking Funnels are Best For:

• Businesses selling high-ticket products or services that require a personalized approach.
• Consultants, agencies, or B2B companies that need to build relationships before closing a deal.
• SaaS or tech companies offering demos or customized solutions.

5. Onboarding Funnel

Some people tend to make the mistake of focusing on just "getting the sale", and rarely consider what happens after. The post-purchase experience is everything, especially for new customers. And that's where an onboarding funnel comes in.

An onboarding funnel helps new customers get started with a product or service by guiding them through key steps, ensuring they see value quickly. It reduces friction, boosts engagement, and increases long-term retention.

I'm a fan of Notion's onboarding funnel. After you've signed up for the product, you're taken through a simple sequence where you fill in details on how you intend to use Notion and what you're interested in.

At a surface level, it looks like Notion just wants to learn about you, but it goes deeper than that.

With the information you submit, Notion can segment you better in their email lists and offer tips & recommendations that speak to your specific needs.

Why Onboarding Funnels Work:

When customers understand how to use a product effectively, they’re more likely to stick around. A smooth onboarding experience leads to higher satisfaction, lower churn, and increased customer loyalty. In fact, 86% of people say they are more likely to stay loyal to a business that provides a welcoming onboarding experience.

Best For:

• Subscription-based businesses (SaaS, membership sites, coaching programs).
• Products with a learning curve that require education to maximize value.
• Service providers looking to ensure a smooth customer experience from the start.

6. Review Funnel

A review funnel helps businesses collect positive customer reviews and testimonials, making it easier to build trust and attract new customers. With a simple process, your satisfied customers can quickly leave feedback on platforms like Google, Trustpilot, or social media — boosting your brand’s credibility with minimal effort.

Why Review Funnels Work:

When potential customers see real reviews from others, they feel more confident about making a purchase. Social proof is one of the most powerful factors in buying decisions — 93% of consumers say online reviews impact their purchasing choices. A structured review funnel is a great way to make sure that happy customers share their experiences, strengthening your brand’s credibility. And it's easy to set up.

Take Amazon, for example. Every couple of months or so, they send me an email to encourage me to leave a review for a previous purchase, incentivizing me by letting me know "people are reading my other reviews".

Your review funnel doesn't have to be as complex (especially if you aren't running a company that looks/acts like Amazon). But you can still apply this strategy.

Here's what your review funnel can look like:

1. Post-Purchase Email – A follow-up email thanks the customer and asks if they’re happy with their purchase.
2. Satisfaction Check – If the response is positive, the email directs them to a review platform to leave feedback.
3. Review Incentive (Optional) – Some businesses offer small perks (discounts, exclusive content) for leaving a review.
4. Testimonial Collection – High-quality reviews can be repurposed into case studies or testimonials for the website.
5. Follow-Up for Negative Feedback – If a customer is unhappy, they’re directed to a support channel instead of a review page, allowing the business to resolve issues before a negative review is posted.

Best For:

• Businesses looking to strengthen their online reputation and credibility.
• E-commerce stores, service providers, and SaaS companies that rely on trust to drive sales.
• Brands that want to collect testimonials for marketing materials or landing pages.

7. Limited Time Offer Sales Funnel

Nothing sparks urgency like a limited-time offer! A Limited-Time Offer (LTO) funnel helps you drive action with time-sensitive discounts, special deals, or exclusive bonuses. When people know an offer won’t last, they’re more likely to make a quick decision, boosting conversions and sales before time runs out. 🚀

I'm a fan of how Thrive Themes runs their limited-time offers -- they keep things very simple. When you land on the website, a countdown timer appears, clearly displaying their irresistible offer.

To drive the FOMO (fear of missing out) even further, they've added an exit-intent popup to inspire faster action.

Why Limited-Time Offer Funnels Work:

When customers know an offer is only available for a short time, they’re more likely to act fast instead of delaying their decision. This urgency-driven approach is highly effective — 60% of consumers say they have made a purchase due to FOMO .

And this is an easy funnel to set up, here's what you'll need:

1. Sales Page or Email Announcement – A dedicated page or campaign promotes the time-sensitive offer with clear benefits and an expiration date.
2. Countdown Timer – A visible countdown reinforces urgency and reminds customers the deal won’t last forever.
3. Reminder Emails or Retargeting Ads – As the deadline approaches, emails and ads remind prospects to act before the offer ends.
4. Final Call-to-Action – A last-chance email or notification makes one final push before the deal expires.
5. Post-Offer Follow-Up – After the deadline, a follow-up email either extends a new, limited alternative or nurtures leads for future offers.

Best For:

• Businesses looking to boost sales during seasonal promotions or product launches.
• E-commerce stores clearing inventory or running flash sales.
• Coaches, course creators, and service providers offering limited-time discounts or bonuses.

8. Cancellation Funnel

Nobody likes losing a customer, but a cancellation funnel gives you a chance to turn things around. Instead of letting people leave without a conversation, you can offer solutions that might change their mind — whether it's a discount, a plan adjustment, or extra support. Sometimes, all it takes is the right offer at the right moment to save a cancellation and keep a loyal customer.

Take Semrush, for example.

When you opt out of one of their plans, they take you through a funnel that offers alternative resources to try out before cancelling, a brief form to understand your challenges with the platform, and even a discounted offer to keep you on your plan.

The goal of this funnel is to drive you customers away from following through on their cancellation plans. And the best way to do that is remind them of the value your product or service offers.

Why Cancellation Funnels Work:

When customers are about to cancel, it’s often because of a specific frustration—cost, lack of usage, or an unmet expectation. When you acknowledge their concerns and offer relevant solutions, you can reduce churn.

And here are a couple of ways to set up a simple cancellation funnel:

1. Cancellation Page with Options – Before confirming cancellation, customers are asked why they’re leaving and presented with tailored solutions (e.g., a discount, free consultation, or alternative plan).
2. Personalized Offer – Based on their reason for canceling, they receive an alternative (e.g., pausing instead of canceling, switching to a lower-cost plan).
3. Exit Survey & Support Outreach – If they still proceed, a short survey collects feedback, and a support team member may follow up to address concerns.
4. Re-engagement Campaign – After cancellation, an email sequence offers a special incentive to return or provides helpful content to keep the brand top-of-mind.

Cancellation Funnels are Best For:

• Subscription-based businesses (SaaS, memberships, streaming services).
• Companies looking to reduce churn and improve customer lifetime value.
• Service providers that want to turn cancellations into retention opportunities.

9. Ad Funnel

An ad funnel uses paid advertising to attract potential customers and guide them into a structured sales process. These ads appear on platforms like Facebook, Google, and YouTube, driving traffic to landing pages, lead magnets, or product offers.

Here's an example of an ad, from a local business, that popped up on my Facebook feed.

When you click on "Learn More", you're taken to a landing page that has more information and a clear call to action.

Why Ad Funnels Work:

When you target the right audience with conversion-focused ads, you can quickly generate leads and sales at scale. Instead of relying solely on organic traffic, an ad funnel ensures a steady flow of potential customers.

But remember—your website or landing pages need to be structured for action too. Even the best ads won’t convert if visitors land on a page that’s confusing or unpersuasive. A clear layout, compelling copy, and strong calls to action are key to turning clicks into customers.

📖 Check Out These Landing Page Hacks for More Conversions 

And here's what you'd need for your ad funnel:

1. Targeted Ad Campaign – A Facebook, Google, or Instagram ad captures attention and leads prospects to a landing page.
2. Landing Page with Offer – The page presents an attractive offer, whether it’s a lead magnet, webinar sign-up, or product discount.
3. Lead Capture or Purchase Step – If the goal is lead generation, a form collects contact details. If it’s a sales funnel, prospects are encouraged to buy.
4. Retargeting Ads – Visitors who didn’t convert see follow-up ads, reinforcing the offer or addressing objections.
5. Follow-Up Nurture Sequence – Leads receive automated emails or SMS messages to build trust and drive conversions.

Ad Funnels are Best For:

• Businesses looking to increase brand awareness and attract new leads at scale.
• E-commerce brands running sales promotions or product launches.
• Coaches, consultants, and SaaS companies using ads to generate leads for webinars or free trials.

Build Your First Sales Funnel Today

Now that you know the different types of sales funnels and how they work, it’s time to put this knowledge into action. The key to a successful funnel isn’t just understanding the concept—it’s building one that aligns with your business goals and audience needs.

Where to Start

1. Choose the Right Funnel Type – Think about your business model and what you’re trying to achieve. Are you generating leads, selling a high-ticket service, or launching a new product? Pick the funnel that best fits your strategy.

2. Map Out Your Funnel Steps – Outline the customer journey, from the first touchpoint to the final conversion. Define the key pages, content, and actions needed at each stage.

3. Create Your Funnel Pages – This includes landing pages, opt-in forms, sales pages, and thank-you pages. Your funnel should be visually engaging, easy to navigate, and optimized for conversions.

4. Set Up Lead Capture & Follow-Ups – If your funnel involves collecting leads, make sure you have an automated follow-up sequence (emails, retargeting ads, or SMS) to nurture them toward a sale.

5. Optimize & Improve – Monitor your funnel’s performance and tweak elements like headlines, CTAs, and page layouts based on data. Small changes can lead to big improvements in conversions.

The Right Type of Sales Funnel Can Transform Your Business

So, as you can see, a high-impact sales funnel isn’t just a marketing tool — it’s the backbone of your customer journey. When you use the right funnel for your business, you’ll attract better leads, nurture relationships more effectively, and convert more prospects into paying customers.

The key is matching the right funnel to your goals and optimizing each step for engagement and conversion. When your funnel is built with intention, every interaction moves prospects closer to a sale—without unnecessary friction.

Make Funnel Building Simple with Thrive Architect

Instead of struggling with complicated tools or scattered software, Thrive Architect gives you everything you need to build a high-converting funnel—directly inside WordPress.

✅ Pre-built, conversion-focused templates for every funnel type.
✅ Easy drag & drop editor—no coding required.
✅ Conversion-focused design elements to turn visitors into customers.
...and so much more!

🚀 Ready to build your first funnel? Get started today with Thrive Architect and create a sales funnel that actually drives results.