Which of the following would NOT be considered a stage in the conversion funnel?

The conversion funnel is a marketing model that illustrates the theoretical customer journey from awareness to action, focusing on how prospective customers move through the stages leading to a purchase and beyond. The classic stages of the conversion funnel typically include awareness, interest, desire, and action, often referenced as AIDA (Attention, Interest, Desire, Action).

The term "retention" refers to maintaining the relationship with customers after the initial conversion, focusing on customer satisfaction and loyalty rather than guiding prospects through the purchase journey. While retention is crucial for long-term success in digital marketing, it is not one of the traditional stages in the conversion funnel itself. Rather, it is a post-conversion activity aimed at ensuring existing customers remain engaged and satisfied with the product or service.

Understanding the distinction between the conversion funnel and post-conversion strategies helps marketers effectively structure campaigns to lead prospective customers through initial interest to action and subsequently develop strategies focused on retaining those customers. This underscores the importance of retaining customers once they have moved through the funnel but clarifies why it does not belong to the stages leading up to conversion.