MOFU
What is middle of funnel (MOFU)?
Middle of funnel (MOFU) is the consideration stage, where people compare options and need reasons to trust you.
A real store example
quip brush quiz: over 100 Meta ads linked here.
The quiz helps a shopper choose between quip's toothbrushes based on their routine. Helping someone compare options, instead of pushing one product, is middle-of-funnel work.
Put middle of funnel to work
Ask Replo: "build a quiz that recommends the right product".
Go deeper
Middle of funnel marketingMiddle of funnel questions
- What is middle-of-funnel content?
- Content for people weighing their options: comparisons, quizzes, reviews, case studies and detailed product pages. It answers "why this one?" rather than "what is it?"
- How do I reach people in the middle of the funnel?
- Retargeting ads, email to people who signed up and search ads on comparison terms. They've already shown interest, so the message can be more specific than an awareness ad.
Related terms
Browse the glossaryTop of funnel
Top of funnel (TOFU) is the awareness stage, where people first discover a brand and aren't yet looking to buy.
Bottom of funnel
Bottom of funnel (BOFU) is the decision stage, where people are ready to buy and the offer and checkout do the work.
Social proof
Social proof is evidence that other people buy and like a product, such as reviews, ratings, customer counts and press mentions.
Retargeting
Retargeting is showing ads to people who already visited your store or engaged with your brand, to bring them back to buy.