The bottom of the Funnel (BOFU) is the final stage of the sales funnel, where potential customers are ready to make a purchase decision. At this stage, customers have already been educated about the product or service and are now ready to make a purchase. The goal of BOFU is to convert leads into paying customers.
There are several reasons why the bottom of the funnel is important:
At this stage, you should focus on providing the customer with the information they need to make an informed decision. This could include product demos, case studies, customer testimonials, and more. You should also focus on providing personalized customer service and support to ensure that the customer is satisfied with their purchase.
The concept of the funnel has been used in marketing for many years, and the idea of the BOFU has likely been around for as long as the concept of the funnel has been used. However, the term "bottom of the funnel" has become more commonly used in recent years as marketing and sales have become more data-driven and focused on customer journey mapping.
In the past, the BOFU was often thought of as the final step in the sales process, where the focus was on closing the deal and getting the customer to make a purchase. However, with the rise of inbound marketing and the increased emphasis on customer experience, the BOFU has come to be seen as more than just the final step in the sales process. It is now also seen as an opportunity to gather valuable feedback and insights from customers, and to upsell and cross-sell to customers who are already considering making a purchase.