When you’ve never done it before, planning, building, and executing a sales and marketing funnel for your B2C business can feel daunting.
A sales and marketing funnel, at its heart, is the journey your customer goes through until they decide to buy from you.
When planned effectively, you can create an automated customer experience that brings in more leads, nurtures them effectively, and turns them into brand advocates.
Advice on sales and marketing funnels is typically aimed at the B2B market. We’ve written a few blogs on the topic ourselves!
B2C businesses have to take a slightly different approach.
So, let’s get into the different stages of the B2C sales funnel – and how you can optimise each one to give yourself the best chance of conversion.
Different stages of the B2C sales funnel
The B2C sales funnel can be split into five key stages:
- Awareness
- Interest
- Consideration
- Decision
- Customer retention & loyalty
At every stage of the funnel, you should keep in mind and implement:
Personalised marketing and segmentation
The key to a successful B2C sales funnel is understanding your customer at every stage, so you can create targeted marketing that meets their needs.
Personalised marketing is one of the key content marketing trends for 2025 and beyond.
Over 70% of consumers now expect personalised experiences from the businesses they purchase from. Plus, businesses that personalise marketing across their different communications channels retain almost 90% of their customers.
A ScoreApp quiz is one of the easiest – and most effective – ways to implement personalised marketing into your B2C funnel.
You can set up a Scorecard in just 3 minutes, and automatically generate a custom report for everyone who responds.
Here are a few examples – made by real ScoreApp customers – that you can use as inspiration for your B2C scorecard:
The Relationship Finances Scorecard
Automation
When you use a variety of software and tools to market and sell your products and services, at some point managing it all will become time-consuming and complex.
Integrating your tools helps you streamline your workflows, build your audience, and attract, engage, and convert leads much more efficiently and effectively.
ScoreApp can be integrated with thousands of sales and marketing tools – including your favourite email marketing platforms and CRMs – to build the ultimate high-converting B2C funnel.
Data-driven decision making
Collect as much information as possible about your prospects at every stage of your B2C sales and marketing funnel.
The more you know about your audience, the better you can send them targeted resources and offers to build trust and improve your chances of conversion.
ScoreApp’s bespoke dashboard lets you score leads based on their quiz answers, giving you a clear picture of where they are in your funnel and how likely they are to convert.
You can then use this information to send each prospect targeted follow-up emails with relevant resources and special offers as they move through your journey.
Now that we’ve covered the fundamental principles you need to keep in mind, let’s explore how to optimise every stage of your BC2 sales and marketing funnel.
Best practices for the B2C awareness stage
Goal: Attract potential customers and increase brand visibility.
The awareness stage of your sales and marketing funnel is also known as the Top of the Funnel, or TOFU.
This part of the funnel has the largest potential audience. They will be aware of the problem they are experiencing – and that might be it! They may not even have heard of your company.
People at the awareness stage aren’t ready to be your customers yet. You need to educate them as much as possible to prove that your products and services are what they’ve been searching for.
At this stage, you are trying to make a strong first impression. More specific messaging and marketing personalisation opportunities will arise as people move further through the funnel.
You have to capture their interest with engaging and informative content first.
This could include:
Content marketing
Publish engaging content across different channels to increase your chances of being discovered by relevant potential customers.
Your content marketing at this stage of the funnel could include:
- Blog posts
- Social media posts
- Video marketing
- Visual content like infographics
Content marketing is a long-term strategy, but if you are consistent in creating high-quality resources, you will see continuous results.
SEO & website optimisation
Some of your potential audience won’t be aware of your company yet. However, they will likely be doing research to try and find a solution to their problem.
You want to make sure your products or services are appearing in their searches as they browse Google.
For example, if you are a personal trainer who works with clients remotely, ensure your website is optimised for search terms like “online personal trainer”.
Don’t forget: your SEO efforts only pay off if your website is ready for visitors.
Make sure every page is easy to navigate, loads quickly, and is mobile-friendly to capture the most potential traffic. Otherwise, you could lose those eyeballs as quickly as you gained them.
Paid advertising
Content marketing and SEO are long-term strategies.
Paid advertising, on the other hand, can be implemented to build brand awareness more quickly.
Use Google Ads, Facebook Ads, and influencer marketing strategies to build brand awareness and drive people to your website.
Typically, you should direct people to one landing page with a compelling call-to-action, such as access to a lead magnet (like a ScoreApp quiz) or a special offer.
Although paid advertising requires more of an upfront investment, it can provide opportunities to put your brand in front of consumers who wouldn’t find your business otherwise.
Lead magnets
As your brand starts to gain traction, your goal has to be to collect the details of every prospective future customer.
The best way to do this is through a high-value lead magnet! You need to offer people value in exchange for their details.
For example, a personal trainer could set up a lead magnet such as:
- A downloadable guide about nutrition
- A video mini-course with some home workout suggestions
- A special discount on an introductory training session
A ScoreApp quiz is a particularly effective lead magnet because it is highly interactive and delivers personalised results to everyone who participates.
Not only that, but you can collect a wealth of data in your quiz beyond basic contact information, including:
- Overall scores
- Category scores
- Individual answers to questions
- Time spent answering each question
You can even view data from people who didn’t finish your quiz!
Staying on the personal training theme, here are a few ready-to-use Scorecard templates for you to try:
Best practices for the B2C interest stage
Goal: Engage prospects and build interest in your products or services.
Known as the Middle of the Funnel (MOFU), the interest stage is where your audience turns into a potential customer.
Each person at this stage knows there is a solution to their problem, and they are trying to find the right product or service to provide it.
People will be actively trying to learn more about your products and services. This is where collecting contact information from your lead magnet comes in handy. You can send targeted content directly to each person to prove why you are their perfect choice!
At this stage, your content needs to shift and become more targeted to turn curious prospects into fully-fledged leads.
This could include:
Email campaigns
Use the information you have collected from your audience to send them personalised content via email.
Asking pre-qualifying questions within your quiz can help you to segment your audience based on:
- The product or service they are interested in
- The budget they have available
- When they will be ready to take action
ScoreApp scores your leads based on individual responses to your quiz, so you can easily set up automated email marketing journeys that send relevant and unique content to the right people, such as:
- Educational content
- Personalised recommendations
- Personal stories
By segmenting your audience effectively, you deliver a better lead experience. This leads to higher trust in your brand, better engagement with your content, and ultimately more sales.
Product demos & tutorials
Telling people how your product works is one thing. Showing them how they work in practice is much more effective.
To position yourself as an expert and stand out against the competition, provide detailed demonstrations of how your product works through recorded videos or live sessions. You could host these as exclusive webinars, live events on your social media pages, or even in-person meetings.
Make sure you check in throughout the demonstration to make sure people understand how your product works.
You could even use a quiz to collect more data and better personalise content after the event!
Social proof
No matter what industry you work in, the reality is that your potential customers have a lot of choices on the market. To make the right purchasing decision, they will look for one thing above all else: social proof.
Don’t believe us? Research shows that 93% of consumers read reviews before making a purchase.
Your customer reviews, testimonials, and case studies need to feature prominently at this stage of your sales and marketing funnel.
Send them as part of your email marketing, record videos with your customers, and include reviews on social media.
Your goal is to show prospective leads how you have helped people like them in the past so that buying from you becomes a no-brainer decision.
Remarketing ads
Just because someone didn’t convert the first time they visited your website, doesn’t mean you have lost them forever! You can re-engage these people with strategic ads using Facebook or Google remarketing.
For example, if you run an online clothing business and someone previously browsed your website, you can remarket to them by showing them adverts with personalised product recommendations they might be interested in.
Best practices for the B2C consideration stage
Goal: Position your product as the best solution to meet customer needs.
By this point in your funnel, your leads will understand the value you have to offer. But they won’t be purchasing just yet.
While the value of what you offer is clear, your prospects will now be judging you against your competition, so they can decide who they want to buy from.
This is your opportunity to prove why your product or service is exactly what they need…provided they are your ideal customer.
Because this stage of your funnel also needs to send wrong-fit people to another business, so you don’t waste time and effort trying to convert someone who needs an alternative solution.
The consideration stage of your B2C sales and marketing funnel should be full of sales enablement content, such as:
Product comparisons
The easiest way to prove how you outshine your competitors is through comparison content.
Write blog content and make videos that review your product against others in your industry.
Highlight the pros and cons of every option.
It’s tempting to exclusively sing the praises of your product, but you have to be objective in order to gain trust – and make sure that your product is a good fit for everyone who buys.
We’ve written comparison content about ScoreApp in the past. Here are a few pieces you can use as inspiration:
Typeform vs ScoreApp – which is the best quiz software for you?
LeadQuizzes vs ScoreApp Quizzes – which is the best quiz software for you?
Interact vs ScoreApp. Which is the best quiz software?
Exclusive offers
You can use people’s engagement with your email marketing content – and their ScoreApp quiz results – to send them a targeted offer.
For example, if you are a financial advisor and a lead has filled out your quiz, you could reach and directly reference their situation, problem, or goal. Then, you can invite them onto a free consultation call to discuss their finances.
Here are a few quiz templates you can use as inspiration to get the ball rolling:
The Financial Freedom Scorecard
The Retirement Ready Scorecard
Abandoned cart emails
Even if a prospect leaves your website with items still in their basket, it doesn’t mean they are gone forever.
Send reminder emails that include compelling Calls-to-Action (CTAs) and incentives like a special discount or free shipping to try and nudge them to go back to their basket.
The average conversion for abandoned cart emails sits at around 10%. This might not sound like a lot, but when you think about the number of people who visit your website, the sales will start to add up!
Educational content
If your target customer has any remaining concerns about your product being the solution they are looking for, try to reframe and address them using educational content.
Educational content can include:
- How-to guides
- Product FAQs
- Solution-specific blogs
- Lead magnets, such as video mini-courses
For example, if you run a physiotherapy clinic, you could share:
- FAQs about what to expect at your first physiotherapy appointment
- Blogs about the cost of not seeing a physiotherapist
- A guide on stretches to alleviate back pain
The goal here is to overcome any final obstacles, so each prospect can make a decision and (hopefully) move to the most exciting part of the B2C sales and marketing funnel: the decision stage!
Best practices for the B2C decision stage
Goal: Convert leads into paying customers.
Also known as – you guessed it – the Bottom of the Funnel (BOFU), this is when your prospects transform into customers!
You’ve shared loads of value at this stage, built trust, and established your business as the solution they’ve been looking for.
Every customer will move through your funnel at a different pace. Some will be ready to buy in a few hours, whereas others will take weeks.
Your job is to make purchasing as easy as possible.
At this stage of your B2C funnel, the focus should be on sales-targeted content, including:
Clear calls to action (CTAs)
Avoid vague Call-to-Actions at this stage in your sales and marketing funnel.
Avoid generic CTAs like “Learn more” and focus on powerful phrases. The key to success with a CTA is within the name – it needs to encourage people to take action!
Some examples include:
- “Buy Now”
- “Claim Your Offer”
- “Get Started Today”
Simple checkout process
Try to make the purchasing process as easy as possible.
The more hoops customers have to jump through, the more likely they will lose interest and look elsewhere. You don’t want to forego the sale at the final hurdle!
Minimise the steps people need to take, and offer multiple payment options to give people the flexibility to choose the one that will work best for them.
Customer support
Thanks to technology like Artificial Intelligence (AI), supporting your customers 24/7 has never been easier.
AI live chat functions are becoming increasingly popular on B2C websites. According to Hubspot, over two-thirds of consumers expect a company to be able to answer their questions in ten minutes or less.
Setting up live chat on your website helps you do this instantaneously, without draining your internal resources.
You should also make sure that FAQs are available on your website so prospects can overcome any final questions or objections and hit the ‘Buy’ button.
Social proof & guarantees
At this stage, prospects will want as much proof as possible that your product or service is what they need.
They will also be aware that you are trying to sell to them – which is why 43% of customers are more likely to trust User-Generated Content (UGC) than videos made by a company.
Use as much social proof from your existing customers as possible during the decision stage.
Feature reviews heavily across your website, and share real customer success stories through video marketing, blogs, and social media posts.
The more your prospects can see how you’ve helped people like them, the more likely they will be ready to take the final step.
If you offer a money-back guarantee – such as free returns for 30 days – display it prominently on your website and feature it in your email marketing too, to give your customers extra reassurance.
Best practices for the B2C customer retention and loyalty stage
Goal: Retain customers and encourage repeat purchases.
Securing the sale isn’t the end of your sales and marketing funnel.
Now it’s time to turn your one-time customers into loyal business advocates.
With the cost of acquiring new customers sitting five times higher than retaining existing ones, customer loyalty is the lifeblood of any successful business.
Research shows that increasing customer retention by just 5% can lead to profit growth from an average of 25% to 95% over time.
Therefore, your content at this stage needs to be focused around nurturing relationships and encouraging multiple purchases over time.
The retention and loyalty stage of your B2C sales and marketing funnel should include:
Welcome emails
Continue to build a relationship with every customer by setting up an automated email welcome journey.
Kick things off with a personalised thank you message. Include details about what they purchased, and next-step guidance of what to expect – this could include shipping information or a how-to guide.
You can then drip-feed further emails over a few days or weeks to provide more information.
Upsells & cross-cells
Use the information you have collected from your customers to recommend relevant products for future purchases.
For example, if you run a furniture company, based on someone’s past purchases you could:
- Upsell an at-home delivery and assembly service.
- Cross-sell pieces of furniture that would complement what they have already bought.
Loyalty programmes
You know how coffee shops will often give you a card that, when stamped a certain number of times, entitles you to a free hot drink?
That’s a great example of a loyalty scheme in action. You continue to go back to the business because you know you will be rewarded for your purchases!
You can do the same within your B2C sales and marketing funnel by providing existing customers with exclusive offers, such as a points scheme or members-only discounts.
This feeling of exclusivity can help to encourage future purchases and create brand advocates: people who love your product so much that they can’t help but tell other people about it.
You can easily set up a ScoreApp quiz to be the vehicle for operating your loyalty scheme. With a quiz, you can gain valuable feedback from customers and make them feel valued and appreciated for their engagement with special rewards.
Customer feedback
Finally, you should regularly ask for customer opinions, so you can continue to improve your products and services.
The best way to do this is with an interactive ScoreApp quiz! People want to fill out quizzes – it’s much more engaging than a traditional questionnaire or feedback form.
Our ready-to-use templates are primed to help you gain a better understanding of how people feel about your offering. You can gain an understanding of any gaps in your products, and gain invaluable feedback to refine the messaging throughout the rest of your funnel too.
Enhance your B2C sales and marketing funnel with ScoreApp
If you follow these steps, you will build an engaging and high-converting B2C sales and marketing funnel – and ScoreApp can help to enhance customer experience at every stage.
With our interactive and user-friendly quiz software, you can:
- Create a compelling quiz lead magnet
- Automatically segment your respondents into email marketing journeys based on their quiz answers
- Use your data to personalise the rest of your B2C funnel
- Create video mini-courses to build trust
- Nurture your leads across multiple channels
- Collect customer feedback at multiple stages of the journey
- Close more sales
Discover how ScoreApp can enhance your B2C sales and marketing funnel when you try our free quiz software today for FREE.
