Content Marketing
Log in to saveDigital marketing term
BOFU
Bottom of Funnel: people who are ready to decide. Proof, objection handling, and a clear call to action concentrate here.
Detailed explanation
Comparison tables, FAQs, social proof, and short forms are BOFU assets. Copy answers “why this, why now”.
Brand and competitor queries, retargeting, and Shopping formats sit close to this layer. The landing promise must match the ad.
Friction (extra fields, vague shipping, hidden fees) is expensive here. CRO’s biggest lever is often BOFU.
Frequently asked questions
- Does BOFU still need content?
- Yes, but short and proof-heavy. Long education at this stage tires the decision.
- Is all retargeting BOFU?
- Cart and pricing visitors, yes. Someone who only read an article may still need a mid-funnel message.
Related terms
Internal links for the topic cluster — read these concepts together.
- TOFUTop of Funnel: content and ads for people who just noticed a problem. The job is demand and trust, not an immediate sale.
- MOFUMiddle of Funnel: people who accepted the problem and are comparing approaches. Guides, examples, and email sequences build trust here.
- Landing PageThe first page a visitor hits after an ad, email, or search click—built for one job. Unlike a homepage, it trades navigation clutter for a promise, proof, and a single call to action.
- CTAThe button, link, or line that names the next step you want someone to take. Vague labels like “learn more” may collect clicks and still fail the conversion.
- Social ProofOther people’s choices used as a trust signal: reviews, counts, logos, case notes, and user content.
- Customer JourneyThe map of touchpoints from first awareness to loyalty. Unlike a single funnel slide, channels and emotions overlap.