eCommerce dictionary: what is Bottom of Funnel (BOFU)?
Laia Ordoñez
12/05/2022
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Bottom of Funnel: this is the name given to the bottom of the funnel or conversion funnel, the one that is closest to closing the sale.
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Bottom of Funnel: this is the name given to the bottom of the funnel or conversion funnel, the one that is closest to closing the sale.
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What is BOFU phase?
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The BOFU stage is made up of all those users who, after being captured in a first phase called TOFU (Top of Funnel) and having qualified in the intermediate phases, have reached a stage that we could call pre-sales.Following the logic that gives rise to the acronym that designates the part of the funnel that contains the users at the top, the name of this last segment is based on the combination of the initials of "Bottom of Funnel", i.e. BOFU.
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Encouraging BOFU users
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It is important to keep in mind that they are users who are fully aware of us, both the brand and the product. The strategy should not be discovery-oriented, but sales-driven.How do we do this? There are many tools, but some of the most effective are product and price comparators, product demonstrations or, especially, promotions and discount coupons.They are at a point of maturity as leads, in which they are much more sensitive to the effect of price, and a good promotion can be what hastens the final decision.