Marketing & Advertisingintermediate
BOFU
Bottom of Funnel
Definition
The conversion stage, targeting people who are ready to buy and just need the final nudge: a discount, urgency, or a direct offer.
Why it matters
BOFU campaigns have the highest conversion rates because you are targeting people who already want what you sell. Even a small BOFU budget drives disproportionate revenue.
Example
BOFU: cart abandonment email with 10% discount. Retargeting ad to people who visited your product page 3+ times. A direct "last chance" email to warm leads who went quiet.
Related terms
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