How To Improve Your Marketing Funnel

Charlotte Baker


Published on 22nd June 2022


Growth marketing is a term that’s being thrown around a lot these days.

Marketing is already too much for some, but growth marketing? Doesn’t it feel more difficult and overwhelming?

This article is for those who have difficulty starting growth marketing due to various reasons and environmental factors. We explore funnel marketing and AARRR-based marketing, which are the first steps for starting growth marketing.

If you are a marketer who would like to get started in growth marketing to grow your business, you must improve your overall marketing funnel. Growth marketing focuses on every stage of the funnel. 

What is a funnel?

A funnel is a process of consumers recognising and purchasing a product. The name was given because the way that the number of people decreases toward the later stage from its wide entrance reminds of a narrow funnel. The funnel model varies by industry, company, and marketing goal.

However, the goal of designing the funnel remains the same. The goal is to improve the conversion rate at each stage of the marketing funnel and eventually, increase the conversion rate at the final stage, the purchase conversion rate. In other words, the ultimate goal is to improve the funnel at each stage and create a smoother funnel.

What is AARRR?

Dave McCure, founder of the American Startup Accelerator 500 STARTUPS, developed the analytical framework of the AARRR funnel. It is a useful model for identifying the current status of services and developing strategies to focus on weak stages. Thus, it is particularly useful for startups that do not have enough manpower and time.

The AARRR stage consists of…

Acquisition → Activation → Retention → Revenue → Referral

1. Acquistion

This section involves looking at how you are attracting new customers and how they are accessing your product/service. 

Reports generated from Loyale’s dashboard allow you to segment your customers to see the number of active users you have subscribed to your scheme, as well as inactive and churned customers. Users are able to see when customers last visited their stores or purchased products and can remind them about their business by sending notifications directly to these inactive customers. In doing so, this might reactive lost customers. 

2. Activation

How can I turn a customer who just completed sign-up into an active user?

Active users refer to the number of unique users who engage within a period of time.

Loyale allows you to set up scheduled notifications with our advanced trigger system. On sign up users will be able to promptly display a pop-up on their customers screens which encourages them to take the next action. Therefore, customers who have just signed up are naturally led to the next action: ‘activate your coupon’ / ‘redeem your points’

3. Retention

This is a strategy to encourage revisits by retargeting customers who have signed up to your scheme but have left without taking any action. 

You can stimulate customer interest and increase retention by reminding customers about your ongoing promotions and discounts. Loyale allows users to send alerts which act as reminders to the customers who need to encourage the revisit group. The purpose was to inform them of the ongoing promotion and encourage them to revisit. As a result, the number of customers visiting their store and sales have increased.

4. Revenue

One way to boost sales is to run in-app campaigns.

In marketing, there are 3 factors that are considered essential in achieving goals:

The right target, the right time, and the right message.

Sending a random message to an unspecified group at the wrong time will only increase the fatigue of the target audience, which is not a good scenario.

To prevent this situation, you can select the right target and deliver the right message with Loyale.

For example, if customers have accumulated a certain amount of points but haven’t redeemed them yet, they are more likely to complete the purchase than those who don’t have any accumulated points. With Loyale, you can encourage repeat purchasing by sending out notifications to those customers who have a certain amount of accumulated points to encourage them to visit your store and redeem their points. 

5. Referral

If a customer frequently visits and purchases on your website, we can assume that the customer is satisfied with our products/services.

These customers are more likely to refer your brand to family and friends and therefore it’s wise to incentivize them to do so.

With Loyale, you are able to do just that by sending points or coupons upon referral. 


It is crucial to remember that you cannot send one single message to all customers. Personalization is very much important, and to do so the first thing you have to do is segment your customers. Only after then you can personalise your messages across segments.

To increase the overall customer conversions, Loyale solution is here to help you! Through customised customer segmentation, personalised campaigns, and automated reports, marketers can spend less time doing repetitive work and focus more on developing marketing strategies.

If you are interested in learning more about Loyale’s solutions, please contact us.