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Now that everybody has written down their answers, you’ll have a bunch of sticky notes and a room full of slightly confused team members. The next step is to put your funnel into order.

I told you to ask the questions in a particular order, but that may not be the right order for your particular product.

Take a look at these two different funnels shown in Figure 1.5. Do you see the difference?

FIGURE 1.5 The order of the steps may vary depending on the product or user.

They look very similar, but they represent entirely different types of products and users.

This first one might be a media company like BuzzFeed or YouTube or the New York Times.

In that funnel, the user could become aware of the product by seeing an article or video shared on social media—that’s awareness. The education step is very short—probably just the headline or maybe a comment made by a friend. The second they click on the link to view the entire article or video, they generate revenue by creating an ad view.

Maybe then they start to realize the value of the product and click on a few more articles or take a quiz, which shows engagement. They may come back and become a recurring user in exactly the same way for months. They may or may not ever decide to create an account or download the mobile app, which would be a conversion activity, or they might convert days or weeks later. In fact, conversion in this case is entirely optional.

The second product might be a Software as a Service (SaaS) tool for enterprises with a freemium plan. For example, imagine some sort of customer relationship management tool that lets you use the product for a little while before asking you to commit.

In this case, the user might become aware of the product because they heard about it at a tech conference, or a new employee talks about a system they used at their old company. You might need quite a bit of education on a system like this—maybe a webinar or a case study, since the customer needs to figure out if it’s likely to be the right thing to introduce to the entire company. Since there’s a free trial, the user can set up an account—that’s conversion. The user then gets onboarded and starts to input their data into the system so they can test things out and engage with the product. Maybe they use it over the course of several days in a row, because once their data is in there, they start to find it more and more useful. Finally, if it’s useful enough, the user may convert to an enterprise, paid plan and start generating revenue.

What does your funnel look like? Get everybody on your team to put all their sticky notes onto the wall in the order in which they would happen to the user you’re modeling (see Figure 1.6). The answers to the different questions will probably cluster. You may be missing a conversion step or even a revenue step for any particular user. Your education step might be quite small, if you have a very simple-to-understand product. Those are all normal variations.

Once you’ve got all your sticky notes in order, label them. If the answers to question number 3 are showing up in the fifth spot, then engagement happens fifth. There’s no right or wrong order here.

FIGURE 1.6 Put the sticky notes in the order they would occur for someone using your product.