Marketing funnels are not new but when you build one for online marketing, there are some basic guidelines. The top of the funnel (TOFU) is about awareness. The visitor may or know they have a problem or a need and they don’t know what solutions are out there. They are searching for information and are not necessarily ready to buy anything just yet. Then there is the middle of funnel (MOFU) where the buying is evaluating solutions to see which is the best. You can’t rush them to make a decision but give them the right information so that when they compare your solution to others’ it stands out as the best one. Finally, we get to the bottom of the funnel (BOFU). This is the place where you give them the set of incentives and motivation to click the buy button.

Here’s a common problem, your marketing message or ad is a TOFU ad but you sent them to a MOFU article on your website. The incongruence is experienced by the site visitor and they are likely to leave and go find someone who will provide TOFU information they are looking for. If you have people clicking through and bouncing from your page, check to see if there is for congruence issues. The fix may be as simple as changing the ad or, alternatively, changing where the ad sends the visitor.