BOFU
BOFU (bottom of the funnel) is the final stage of the conversion funnel, when a person already knows the available options and is close to deciding to buy or sign up
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It forms a series with TOFU (top of the funnel, discovery) and MOFU (middle of the funnel, consideration). At this stage content and actions aim to settle final doubts and make the decision easier: demos, free trials, use cases, comparisons, clear information on terms and sales contact.
It is the narrowest part of the funnel, with fewer people but higher intent. The model is a simplification: in practice journeys are not linear and the same person may move back and forth between stages or across several channels.
Also known as
Bottom of the funnel
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