Middle of the funnel(MoFu)
Strategy and planning
Strategy and planning
Middle of the funnel (MoFu) is the stage where someone knows what to solve and compares options: approaches, suppliers, prices and risks.
Comparisons, cases, decision aids, pricing explanations and answers to doubts work here. The visitor is weighing things up, so give substantive arguments and be honest about what you do not do.
Give every MoFu page one clear next step: a conversation, a proposal or a concrete tool.
In practice
Building only ToFu and BoFu. Without comparison and pricing information people drop out at whoever does show it.
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.
- Bottom of the funnelBottom of the funnel (BoFu) is the bottom of your funnel: someone wants to buy or enquire and is only choosing who from.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
- Lead generationLead generation is attracting people or companies who show interest and leave their details, so sales can act on them.