BOFU
What is bottom of funnel (BOFU)?
Bottom of funnel (BOFU) is the decision stage, where people are ready to buy and the offer and checkout do the work.
A real store example
Skin Laundry laser facial page: over 600 Meta ads linked here.
The page makes one offer, a first laser facial for $50, and asks for one thing: a ZIP code to find the nearest clinic. A clear price and a single next step are what a ready buyer needs.
Put bottom of funnel to work
Ask Replo: "build an offer page for shoppers ready to buy".
Go deeper
Bottom of funnel marketingBottom of funnel questions
- What is bottom-of-funnel content?
- Pages and messages for people ready to buy: offer pages, pricing, product pages with reviews, cart reminders and limited-time offers. Its job is to remove the last doubt and make checkout easy.
- What metrics matter at the bottom of the funnel?
- Add-to-cart rate, checkout completion, conversion rate and cost per order. Small fixes at this stage pay back fastest, because every visitor here has already been paid for and is close to buying.
Related terms
Browse the glossaryMiddle of funnel
Middle of funnel (MOFU) is the consideration stage, where people compare options and need reasons to trust you.
CTA
A CTA (call to action) is the button or line that tells a visitor the next step to take, such as "Shop now" or "Build your pillow".
Landing page
A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.
Upselling
Upselling is offering a customer a bigger, better or more expensive version of what they're already buying.