What Is BOFU?

BOFU is a marketing acronym for “bottom of the funnel.” 

This term is derived from a marketing framework known as the sales or marketing funnel, which describes the different stages a potential customer passes through before making a purchasing decision. 

The stages are categorized as follows:

  • Top of the funnel
  • Middle of the funnel
  • Bottom of the funnel

The BOFU – the bottom of the funnel – is the final stage of the buyer’s journey and is where the marketer focuses on turning the already nurtured lead into a customer. 

Decision-Making Stage Content

Prospects at the bottom of the funnel are at the decision-making stage of the buyer’s journey and only need an extra push from the marketer in the form of discounts, rebates, testimonials, etc., to make a buying decision.

Besides the incentives the marketer offers here, one of the major characteristics of BOFU is the type of content the marketer publishes. 

Here, the marketer focuses on publishing materials that help the prospect make a decision. 

These can include case studies, product demos, trials, customer stories and reviews, and even initial consultations to clarify any doubts or questions the prospects may have. 

This is where the marketer provides a detailed description of the products or services and the benefits customers stand to gain.


The metrics for measuring the success rate of BOFU strategies and content include:

  • Conversion rate
  • Customer lifetime value (CLV)
  • Average Order Volume
  • Return on advertising spend (ROAS) and 
  • Cost per acquisition (CPA).
  • Customer retention rate
  • Sales cycle length
  • Case study views and downloads

For more on marketing funnel content, please see our article on TOFU: Top of Funnel.