Bottom-of-the-Funnel: Effective conversion tactics to boost customer acquisition

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Cost-per-Lead: The cost of obtaining a lead or achieving another type of conversion.

Lead quality: The quality of potential clients is important in order to nurture them with appropriate content and experiences.

Engagement Rates: Understand how and when your audience is interested in your ads or campaigns so you can optimize based on their preferences.

Evaluating the effectiveness of MOFU marketing helps businesses make data-driven decisions and optimize strategies that are delivering the best results.

By the time a potential customer enters the Bottom-of-the-Funnel (BOFU) stage, they are already familiar with the brand or product and have already interacted with the company in some way. They may have subscribed to a newsle software managers email database tter, downloaded an ebook, or attended a webinar.

In this final stage, the goal is to convert potential customers into paying customers by offering them an easy and engaging purchasing or conversion experience. This is the time to implement strategies that encourage customers to take action and make a purchase.

BOFU Example
In a BOFU email campaign, Amazon Business in the UK offered a promotional discount to encourage potential customers to open an account. By including the words “Last Chance” in the headline, the email created a sense of urgency. Combined with the purchase discount offer, it’s a good example of bottom-funnel marketing in the B2B world.


BOFU tactics
Retargeting: Target users who have previously interacted with your brand but have not made a purchase to encourage them to make a purchase.

Email marketing: Offer personalized offers and incentives to encourage potential customers to purchase.

Live demos/consultations: Meet your customers online or in person – highly effective in the B2B world.

In this final stage of the funnel, the goal is to optimize the conversion process, making it as easy as possible for the customer to complete the purchase. The purchasing and payment process should be simple and intuitive, with clear and concise instructions at each step to eliminate obstacles. For some companies, offering support via phone or live chat is necessary to quickly resolve any questions or problems and create a satisfactory customer experience.

BOFU Metrics
Conversion rates: The number of people who convert compared to the number of people who visit a website or other digital content.

Customer acquisition cost: How much it costs to acquire a new customer. The lower the cost, the better.

Customer Lifetime Value (CLV): The value of revenue generated by a customer over their lifetime as a customer.

Post-Funnel: Building customer loyalty with post-sale marketing
It is cheaper to retain an existing customer than to acquire a new one. Therefore, it is essential to invest efforts in post-funnel retention strategies to keep customers coming back and to maximize revenue.

Post-sale marketing builds customer loyalty, encourages repeat purchases, and creates positive references through word-of-mouth. It’s a great opportunity to show customers that you care about their experiences even after they’ve made a purchase.

Post-funnel example
If you've ever had a chance to read the Stacked Marketer newsletter , you'll know that it's produced by marketing experts. Their subscribers receive the latest news and hottest opinions in marketing via a daily email newsletter. Stacked Marketer embraces post-funnel marketing with its referral program, regularly promoted in the newsletter. It's simple, yet effective: subscribers can access exclusive content and products by referring new subscribers.