ToFu, MoFu, BoFu: A Practical Guide to the Conversion Funnel

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Competitor Conversion Funnel Analysis: Learn From Your Competitors' Conversion Funnels
Conclusion: Optimizing your ToFu, MoFu and BoFu strategy
All businesses, regardless of size, face the same challenge: selling their products or services.

The idea is simple, but it’s not easy. Businesses need customers to know they exist, they need to develop a connection and trust, and they need to convince customers to make a purchase. The process of moving from an initial connection to a conversion can be a complex journey.

In this article, we’ll focus on one way to think about the customer conversion process. And we’ll give you a set of insights, metrics to measure, and tactics to use along the way.

What is a conversion funnel?
In business, a “conversion” is the desired action a company or marketer wants a potential customer to take . Typically, the action is making a purchase or starting a subscription.

Different models, known as "funnels," show the customer journey from first contact with a company to conversion. As we discussed in our article on the marketing funnel , the shape of the funnel represents the size of the nicaragua email list target audience as they move toward a purchasing decision.

As prospects move through the funnel, the audience size decreases for various reasons, such as disinterest, cost, or competition. This funnel shape represents the narrowing of the audience until only those who decide to convert remain.

ToFu, MoFu, BoFu: Conversion Funnel Analysis
Any conversion funnel, regardless of concept, can be simplified by breaking it down into three parts:


Each of these parts has unique characteristics, and each has content marketing strategies that can increase their success in bringing prospects to the next stage of your funnel.

In the next few sections, we'll look at the top, middle, and bottom of the conversion funnel. We'll explore different aspects of each stage of the funnel, including: