# What is BOFU – Bottom of Funnel?

What is BOFU – Bottom of Funnel? The purchase stage — customers who already know and are interested. Effective tactics: coupons, retargeting, social proof.

## How it works in practice

At BOFU, the customer is 'warm.' What sells: confidence (reviews), urgency (limited stock), relevance (the specific product they viewed).

## Related metrics

- Retargeting — the main tool at BOFU
- CRO — optimizing the product page and checkout
- Abandoned Cart — customers who reached BOFU and left
- Social Proof — critical at BOFU

## 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?

## Real-world 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%.

## Where to start

BOFU has the highest ROI. $250 on BOFU retargeting is worth more than $1,250 on TOFU.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/bofu-bottom-of-funnel