Bottom of the funnel(BoFu)
Strategy and planning
Strategy and planning
Bottom of the funnel (BoFu) is the bottom of your funnel: someone wants to buy or enquire and is only choosing who from.
Searches here are concrete: a service plus a city, a brand name, "pricing", "request", "contact". What helps: a clear price indication, proof (reviews, cases), what happens after the request and a short form.
BoFu is usually the smallest volume with the highest value. Put your best pages, fastest load time and sharpest call to action here.
Tip
Invest in ToFu and MoFu alongside BoFu. Demand at the bottom is limited, and adding the upper stages grows your reach beyond people already searching.
Related terms
- Top of the funnelTop of the funnel (ToFu) is the top of your funnel: people with a question or problem who are not yet looking for your offer.
- Middle of the funnelMiddle of the funnel (MoFu) is the stage where someone knows what to solve and compares options: approaches, suppliers, prices and risks.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.