A wider funnel isn't always better. The thing that should be optimised is volume multiplied by some measure of "lead quality" (and total money spent is probably

A wider funnel isn't always better. The thing that should be optimised is volume multiplied by some measure of "lead quality" (and total money spent is probably a good approximation for a business to use). For example, would you rather have 1000 people through the funnel with a 1% average likelihood of purchasing (for an expected 10 sales) or 100 people through the funnel with a 50% average likelihood of purchasing (for an expected 50 sales). It may well be that you can get more people through the funnel but it doesn't make it a good optimisation if the people you are enticing are unlikely to buy anything from you. Real world example: Apple products. Apple specifically target the top end of consumers (narrow funnel) who are happy to pay a little bit more, whereas other producers go for the mass market (wider funnel) sales at a lower margin.