Bottom-of-the-Funnel: Tactics You Can Do Right Now to Increase Conversions

You have successfully attracted your target audience and engaged and nurtured them with quality content; now, they are where you want them to be—at the bottom of the funnel.

Unlike the first two funnel segments, your prospects now trust your expertise and are interested in your solution. It’s time to motivate action: get them to purchase.

Read on to learn about the bottom of the funnel, optimization tactics, and dos and don’ts.

What is BoFu all about?

The BoFu (bottom-of-the-funnel) is where you close the deal. The goal is to convert leads into customers, thereby increasing sales. You must guide your prospects in making their final decision, transitioning your tactics from inbound marketing to sales.

The pool of people at the bottom will be a lot smaller than the top and middle of the funnel. That’s because only qualified prospects are filtered in. These are the ones who are ready to complete their journey with a purchase.

They could be about 83% willing to buy from you—how do you close the gap?

Bottom-of-the-Funnel Tactics

At this point, your prospects already know you, like you, and want to buy from you. What’s keeping them from buying? There could be many reasons: they might be waiting for a good deal, waiting until they have enough budget to purchase, or maybe they just don’t have a sense of urgency.

The key here is to give them an offer that’s hard to resist. It comes in many forms—from special offers to payment plans. And that’s what we’ll be looking into.

Here are high-converting tactics you can do to tip your prospect’s decision in your favor:

Offer free webinars

Webinars are a great way to offer immense value and doubles as a platform to sell your products. You can talk about the problems that your audience is experiencing and provide actionable solutions. This helps build trust, and it shows them that you’re an expert on what you teach and that you’re the person who can help them.

At the end of the webinar, you can then sell your product—a solution to the problem that you’ve just discussed, something that will help them even further.

Pro tips:

• Make sure that even if they don’t purchase your product, they still get lessons and value from the webinar itself. Be generous about what you know, and be genuine in helping them solve their problems.

• Don’t sell right away. You want to give value first and get their trust. Those people who stay until the end of the webinar are most likely your hottest leads. They’d be the most interested in your offer and would love to hear about it.

Offer free trials

Commitment is scary. And we get that. Free trials offer the best solution for those who are not yet ready to commit to purchasing (especially if you’re selling high-ticket items).

It’s an excellent way for your prospects to experience your product by themselves—nudging them to buy it after the trial ends. Why spend time with a sales pitch when you can let the experience speak for itself?

Pro tip: Give them an option of canceling anytime, and make sure it’s visible on your landing page. Just knowing that they can do that can lessen their hesitation in trying your products.

Offer free courses

Maybe a free trial period isn’t the right fit for your digital products. How about a free mini-course? You can create a course that serves as a sampler that new prospects could try first. This eliminates the price barrier for them and gives you a chance to solidify your relationship with them further. Show them that you are a subject matter expert, that you speak from experience, and that you’re an effective teacher.

Think of it as a warm-up course, an introduction that equips them with the fundamentals needed before they enter your core courses.

Offer low-ticket items

Look at your current offerings—are they all at least $100 worth? You could be missing out on sales because you don’t have low-ticket items.

As we’ve mentioned above, commitment can be scary. And if all your products are priced too high, many of your prospects might be too scared to try. But if you have lower-priced offerings, it would be easier for them to take out their wallets and purchase. Lower prices mean less risk for them and quicker purchase decisions. Some products you can offer are paid diagnostics and short courses.

Don’t worry. It doesn’t stop at the low-ticket items.

When they’ve purchased, make sure that you can delight those new customers and that they end up satisfied and happy. It will be much easier to sell them the higher-priced offers because they’ve already bought from you before and they were happy with their experience.

Offer limited-time promos

Who doesn’t love discounts? Saving money, even for a few bucks, might be the nudge they need. Limited-time discount offers are an excellent way to give prospects a sense of urgency. It pushes them to buy now rather than wait passively.

Pro tip: You can add a countdown timer to your landing page. That added visual makes it feel more urgent (especially when they only have a few hours left to purchase).

Bundle your courses

Another thing you can do is to create a discounted bundle. In your landing page, enumerate all the items included in the bundle and the total value. Then, give them a huge discount.

Say you have a bundle of courses about personal finance, which totals a value of $5,000. But you’re giving it away for only $1,990 if they purchase it within 24 hours. That’s too big a discount to ignore, and that limited-time deal would push them to buy right away.

Offer payment plans

Your prospects could want your products so badly, only to be limited by the available payment options. You can make your products more accessible to them by offering installment plans.

Imagine your sales page, where you list all the benefits that students get from your courses. As prospects scroll down the page, they see a whopping price tag of $5,000. If they can’t afford it now, those are revenues lost. But if they see 6 payments of $850—now that looks more doable.

Switch to a subscription model

In this model, you get paid in monthly subscriptions. Instead of selling each course, you can sell a monthly pass to your community where they can access all your classes, worksheets, live calls, and other value-rich offers.

Here, you charge a smaller monthly fee rather than thousands worth of individual courses. It lessens the fear of commitment because they can check out your classes first by only paying a few bucks.

Bottom-of-the-Funnel Dos and Don’ts

The bottom of the funnel may seem easier than the other two. After all, they have already gone through the process of being total strangers to friends of your brand. People at the bottom already expect the sales pitch one way or another.

But deciding to buy from you is still not a sure thing. Everyone has their own pace and buying behavior. A slip-up here can still lead to a prospect deciding not to purchase.

Here are some pointers on what you should and shouldn’t do.

Don’t get desperate

We know how exciting closing a deal can be (especially with all the time and effort you allotted). But don’t get too excited. And don’t go throwing everything at your prospects’ feet just for a sale.

Again, just because they are already hot leads doesn’t mean they’ll buy at the snap of the finger. Let them arrive at their decision and love your product without pressure.

Do qualify your leads

Some prospects get to the BoFu even if they are only lukewarm leads. We want to avoid that at all costs. Why? Remember that BoFu is about sales and no longer about marketing.

Those who still need nurturing need to stay in the middle (bad leads with no interest should be filtered out too). We don’t want to waste our efforts on people who don’t have any interest in buying. Lead qualification helps usher people into what stage they are in the buyer journey.

Don’t do vague pricing

When it comes to pricing, be direct. Make sure that your pricing list has the exact value and offer. No hidden charges and no vague descriptions.

Your prospects must have a clear idea of how much they will spend on the value of your product. It’s a way to avoid returns or refunds.

Do remarket

We are probably guilty of intentionally abandoning carts or simply forgetting about it. Some audiences may have been interacting with your brand but got distracted. These audiences are perfect for remarketing since they already have the potential for conversion.

Throw some ads or emails along the way. Usher them back to their buyer journey by reminding them about their abandoned carts or updating them on what they missed out on.

Don’t let them go without asking for a review

Don’t forget to ask for a customer’s review after using your product. Not only does it help with your credibility, but it can also influence other prospects who are still undecided. It can even get the attention of onlookers who stumble upon your site.

Closing the deal

If you’re still lost on what you can do to close the deal, think of the time when you’re the buyer. As you decide whether to purchase, you often ask yourself these:

• Does it have the features I need?

• Is it built to help people like me?

• Is the price worth it?

• Will I get more than what I’ll pay for?

Help your potential buyers decide by addressing their concerns through the BoFu tactics mentioned above. You can mix and match those, depending on what fits your offers and what your prospects respond to.

What’s after BoFu?

Did your prospects finally make the purchase? That’s awesome, go ahead and celebrate!

But it doesn’t stop there. It doesn’t end at BoFu.

For a business to keep thriving, one sale is not enough. You have to take care of your current customer relationships and build new ones.

Find out how else you can keep elevating your business with another marketing strategy on our next blog. Tune in by subscribing to our newsletter—submit the form below.