Designing the steps to follow to capture the target audience involves designing a conversion funnel, or , that details the steps to follow at every step the buyer takes.
When it comes to planning a strategy, aimed therefore at the customer acquisition through friendly media, such as content (instead of traditional advertising), the conversion funnel It is one of the first steps to analyze. In order to develop it in a clear way, three stages are marked in it depending on whether the potential customer is further away or closer to the purchase. These three steps between attention and uptake of the client are called TOFU, MOFU and BOFU.
The top of the conversion funnel: TOFU
The Top of the funnel refers to the upper part of the funnel, the widest, and the one in which there is a greater number of potential buyers. Having a large target audience means that their interest can easily be lost if they don’t know much about the product, and thus become disinterested.
For this reason, the contents must arouse that first interest that makes them continue reading, being therefore more useful the creation of somewhat more general content for example through videos or articles without much depth (not interesting).
In the center, MOFU
In the Middle of the funnel the number of people who are still interested in the content has already been reduced, but this means that you have generated enough attraction to continue visiting you.
The public that this part of the funnel is aimed at is more determined, has already shown interest and it is time to show them our benefits. But also to know more about him to get him to the last step, the purchase. Being in this position is already useful because it is an interested public.
Close to shopping, BOFU
In the Bottom of the funnel are all the people who are one step away from the purchase in the eCommerce. They have been attracted to some of the strategy content at some point, have continued to show interest in the brand, and are almost determined to buy.
It is the most sensitive part of the conversion funnel because it is easier for someone who is already in this step to make the purchase. Therefore, for encourage him to finish the process, it is useful to use discounts, samples, or any extra that can make the product known. Also, you will already have some data about him so customization always helps.
With these simple definitions, you can start working on your conversion funnel… As soon as possible!
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