BOFU (Bottom of Funnel)
BOFU (Bottom of Funnel) is the final stage of the marketing funnel, where the main goal is to drive the user to conversion (purchase, request, subscription).
Simply put:
The stage where the user is almost ready to buy — you just need to “close” them
Main Goals of BOFU
- Turn leads into customers;
- Close the deal;
- Eliminate any remaining doubts;
- Simplify the decision-making process.
Who is at this stage
Users who:
- are already familiar with the product;
- have compared options;
- have a clear intention to buy;
- need a final push.
What tools are used
- Personalized offers;
- Discounts and promotions;
- Free demos or trial periods;
- Consultations and sales calls;
- Retargeting (e.g., abandoned cart);
- Guarantees and return policies.
Content Examples
- “Get 10% off today”
- “Only 2 items left”
- “Free shipping when you order now”
- “Try free for 7 days”
Content is aimed directly at closing the deal.
BOFU Metrics
- Conversion rate (CR);
- Number of sales;
- Customer acquisition cost (CAC);
- Revenue;
- ROI / ROMI.
Role in the Funnel
- TOFU — Attraction
- MOFU — Nurturing
- BOFU — Conversion
Key Takeaway
BOFU (Bottom of Funnel) is the stage where the user makes the purchase decision.
Here, it’s crucial to remove all barriers and provide a clear incentive to take action.
