bottom of funnel

Definition

The final stage where prospects are ready to convert, having survived the grueling journey through awareness and consideration. Where marketing hands the baton to sales and hopes they don't fumble.

Example Usage

These bottom of funnel keywords like 'buy now' and 'pricing' convert at 12% compared to our top-funnel 0.5%.

Origin

Part of the sales funnel model developed in marketing theory during the early 20th century.

Fun Fact

BOFU prospects require the least convincing but often receive the most aggressive marketing tactics, paradoxically risking the sale.

Source: Sales and marketing funnel methodology

Related Terms

Beginner

Bounce Rate

The percentage of visitors who land on your website and immediately leave, like someone who walks into a party, sees their ex, and moonwalks right back out the door. A high bounce rate is your website's way of telling you it has the personality of a damp towel.

📣 Marketing / Advertising

Advanced

remarketing list for search ads

A Google Ads feature that lets you target people who've visited your site when they search for related terms, combining the stalker vibes of retargeting with the intentionality of search advertising. It's the 'oh hey, fancy seeing you here' of digital marketing.

📣 Marketing / Advertising

Beginner

skyscraper ad

A tall, narrow display ad format typically 160x600 pixels that dominates page sidebars. Named optimistically for architectural achievements rather than the user annoyance they cause.

📣 Marketing / Advertising

Beginner

cart abandonment rate

The percentage of shoppers who add items to their online cart then flee before completing purchase, usually hovering around a soul-crushing 70%. It's the digital equivalent of people filling their shopping basket then just walking out of the store.

📣 Marketing / Advertising

Intermediate

bidding

In digital advertising, the competitive auction process where advertisers throw money at platforms like Google and Facebook for the privilege of showing their ads to eyeballs. It's capitalism at its most caffeinated, with algorithms determining in milliseconds who pays what for each ad impression. The highest bidder usually wins, unless the platform's complex quality score decides otherwise—because even ad auctions need participation trophies.

📣 Marketing / Advertising

Beginner

customer retention rate

The percentage of customers who continue doing business with you over a specific period, revealing whether your product is good or your churn is just temporarily delayed. The metric that determines if you're running a business or a leaky bucket.

📣 Marketing / Advertising

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