What is a Lower Funnel?

The lower funnel refers to the final stages of the customer journey where potential buyers are closer to making a purchase or conversion. In this phase, leads have already shown interest and are evaluating options, making decisions based on factors like product features, price, reviews, or promotions.

At this stage, businesses focus on strategies that drive conversion, such as special offers, personalized recommendations, retargeting ads, and clear calls to action. The goal of the lower funnel is to close the sale or achieve the desired outcome by reinforcing the value proposition and addressing any remaining concerns or obstacles.