eCommerce dictionary: what is Top of Funnel (TOFU)?

  • TOFU or Top of Funnel is a concept that refers to one of the segments of the conversion funnels. Let´s talk about it.

  • TOFU or Top of Funnel is a concept that refers to one of the segments of the conversion funnels, specifically at the beginning of it. 
  • Top of Funnel with respect to conversion

  • Both this nomenclature and its acronym TOFU (Top > TO + Funnel > FU), derive precisely from that first position at the beginning of the buying process.

    To recall a little of how conversion funnels work, let´s say that they have the shape of an inverted pyramid composed of different segments. The TOFU is the first, the most numerous in terms of users, but also the furthest  from the sale, since the users are not qualified.

    They are not yet customers: in the Customer Journey they would be in the consideration phase. The challenge is to keep them moving forward until they reach the BOFU (Bottom of Funnel).
  • How to generate more Top of Funnel users

  • We are at a time when we should not be aggressive with our sales proposals. We must now prioritize more informational content, presenting the product to the user's eyes in an attractive way and providing relevant data.

    Here it is particularly important to use strategies within this content marketing: articles on our blog, videos, infographics... even a lead magnet.

    This way, we will begin to work on the brand positioning, to give it visibility in the eyes of the potential customer and to start working on the relationship with the brand.

    In a way, it is a matter of sowing to reap in the future. The greater the number of users at the top of the funnel, the greater the possibility of increasing the number of users in the rest of segments, and this logically affects conversion.

Laia Ordoñez

Laia Ordóñez is a copywriting & eCommerce content marketing expert. She is Content & Marketing Manager at DueHome, a copywriting & content independent advisor, and Oleoshop's blog's editor-in-chief.

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