Bottom of the Funnel (BOFU)

Bottom of the Funnel (BOFU) is the final stage in the buyer’s journey or sales process, where potential customers are close to making a purchase decision.

At this point, individuals have identified their problem or need, considered various solutions or products, and are evaluating their options closely with the intent to buy.

BOFU focuses on converting leads into customers by giving them the information, reassurance, and incentives they need to finalize their decision.1

Visual Representation:

bofu visual representation


The primary purpose of BOFU is to convert leads into customers.

At this stage, potential customers have already shown a significant interest in the product or service, and the goal is to provide them with everything they need to make a confident purchase decision.2


BOFU activities directly generate revenue, making this stage immensely valuable for businesses.

By effectively nurturing leads at this stage, companies can increase conversion rates, reduce the sales cycle, and enhance customer satisfaction.

Additionally, a well-optimized BOFU strategy can increase customer loyalty and lifetime value.

Key Activities in BOFU:

  1. Product Demonstrations: Providing detailed demonstrations of how the product or service works.
  2. Free Trials: Offering free trials lets potential customers experience the product or service firsthand.
  3. Customer Testimonials: Sharing positive reviews and testimonials from previous customers.
  4. Discounts and Promotions: Providing special offers to incentivize the purchase.
  5. Personalized Communication: Engaging in one-on-one communication to address any final questions or concerns.3


BOFU strategies are used across various industries and business models, especially in e-commerce, B2B sales, and service-oriented businesses.

The tactics employed at this stage are tailored to the nature of the product or service, the target audience, and the overall sales process.


Consider a SaaS company offering project management tools.

In the BOFU stage, they might provide a potential customer with a free 30-day trial, a live software demo with a sales representative, customer success stories, and a limited-time discount for annual subscriptions.

These efforts aim to showcase the product’s value, answer any remaining questions, and incentivize signing up.

Best Practices for BOFU:

  1. Clear and Compelling CTAs: Ensure your website has clear and compelling calls-to-action that guide the visitor towards purchasing.
  2. Streamlined Checkout Process: Optimize the checkout process to be as smooth and frictionless as possible.
  3. Trust Signals: Include trust signals such as security badges, customer testimonials, and money-back guarantees.
  4. Follow-Up Communication: Implement follow-up emails or messages to address last-minute concerns and reassure the customer of their purchase decision.4

Related Terms:


1.Berube, P. (2023a, December 7). Bottom-of-funnel marketing (BOFU). ClearVoice. 

2. Digital Marketing Essentials you always wanted to know. (2020). Vibrant Publishers.

3. Tofu, mofu, and bofu: Crafting content for the sales funnel. Lucidchart Blog. (2019, January 18).

4. Bottom of the funnel marketing strategy that works +examples – news. Ideas Collide. (2023, December 8). 

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