BOFU – Bottom of Funnel
The purchase stage — customers who already know and are interested. Effective tactics: coupons, retargeting, social proof.
In practice
At BOFU, the customer is 'warm.' What sells: confidence (reviews), urgency (limited stock), relevance (the specific product they viewed).
Common misconception
'BOFU is just coupons.' A coupon for everyone destroys margin. Use coupons only for people who've had a product in their cart for over 24 hours.
How to fix it
BOFU not converting? (1) enough reviews? (2) is the price competitive? (3) is checkout simple?
Example
A sporting goods store: stock counters plus reviews in a popup plus a 4-installment payment option. Cart CR went from 15% to 24%.
Priority
BOFU has the highest ROI. $250 on BOFU retargeting is worth more than $1,250 on TOFU.
Related terms
Keep learning. Metrics that touch the same area:
- Social ProofUXA psychological phenomenon: people choose based on what others do. In a store: reviews, ratings, purchase counts, UGC, media logos. Boosts conversions by 15-270%.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
- CAC – Customer Acquisition CostMarketingTotal marketing and sales spend divided by the number of new customers. Always compare to LTV. A healthy ratio: LTV at least 3x higher than CAC.
Jimmy tracks your BOFU – Bottom of Funnel, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.