MOFU (Middle of Funnel)
MOFU (Middle of Funnel) is the middle stage of the marketing funnel, where the main goal is to turn interested users into potential leads and prepare them for a purchase.
Simply put:
The stage where interest turns into intention
Main Goals of MOFU
- Deepen user interest;
- Build trust in the brand;
- Demonstrate the value of the product;
- Prepare the user for decision-making.
Who is at this stage
Users who:
- already know the brand;
- are exploring options and solutions;
- are comparing products;
- are not yet ready to buy, but are close to it.
What tools are used
- Email marketing and drip campaigns;
- Webinars and demos;
- Case studies and testimonials;
- Product comparisons;
- Detailed landing pages;
- Retargeting.
Content Examples
- “How our product solves your problem”
- Customer case studies
- Reviews and comparisons
- Free demos or trial versions
Content no longer just informs — it persuades.
MOFU Metrics
- Number of leads;
- Cost per lead (CPL);
- Engagement (email open rate, CTR);
- Time on site;
- Conversions to desired actions.
Role in the Funnel
- TOFU — Attraction
- MOFU — Nurturing and persuasion
- BOFU — Purchase
Key Takeaway
MOFU (Middle of Funnel) is the stage where the user is actively considering the product and making a decision.
The key task here is to build trust and guide the user to purchase readiness.
