Think about the last time you gave in to that craving to eat that whole sleeve of cookies. Or that tub of ice cream. Or that entire pizza. You were actually in a conversion funnel (or at least, a craving funnel).

There was the moment that sparked your craving. Maybe it was an online ad or a photo in someone's social feed. It could have been something a friend said to you. Either way, it awakened... something... in you.

You may have debated for a few minutes. Do you really need that snack? You even considered a few healthier options. What about grabbing a piece of fruit instead? But you're way past that point. Nothing else will scratch that itch. And before you know it, you're diving face-first into your favorite treat.

When it comes to making a purchase, the same steps apply. There's a point at which you become aware of a need, a process through which you research and evaluate your options, and an action where you pull the trigger – whether it's indulging in your guilty pleasure food or checking out via the online store.

The same goes for enrolling learners in your online courses. They are also on a journey from curious lead to engaged customer. And the more you understand that journey, the better you can guide them through to the ultimate goal: conversion.