Plunge pool Plunge pool A plunge pool (or plunge basin or waterfall lake) is a deep depression in a stream bed at the base of a waterfall or shut-in. It is created by the erosional forces of cascading water on the rocks at formation's base where the water impacts. The term may refer to the water occupying the depression, or the depression itself. Plunge pools are formed by the natural force of falling water, such as at a waterfall or cascade; they also result from man-made structures such as some spillway designs. Plunge pools are often very deep, generally related to the
Purchase funnel Purchase funnel The purchase funnel, or purchasing funnel, is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis’ idea is often referred to as the AIDA-model, an acronym which stands for Awareness, Interest, Desire, and Action. This staged process is summarized below: The Purchase Funnel is also often referred to as the “customer funnel”, “marketing