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🚀 How to Win Customers at the Top of Funnel
Most brands obsess over driving traffic. But here’s the truth:
👉 A high-converting store only turns 3–4% of visitors into buyers.
So what happens with the other 95%+ who leave without buying?
That’s where your Top of Funnel (TOF) offer comes in — also known as the “foot in the door” offer.
🎯 What is a TOF Offer?
A TOF offer is a simple, irresistible deal that:
Drives impulse purchases.
Captures visitor details (via popup, email, or SMS).
Creates a seamless journey from ad → website → email.
Think of it as a low-friction way to turn strangers into first-time buyers.
🧩 Why It Works
77% of stores give some kind of discount (5–25%).
90% of others offer value adds (ebooks, loyalty points, free gifts).
Only 7% of brands… offer nothing (don’t be that brand).
The goal: capture 15–20% of your traffic either through immediate sales or email opt-ins.
⚖️ The Sweet Spot
Big discounts (like 50–90% off) don’t always mean more conversions.
In fact, they often:
Attract the wrong customers.
Create churn when the “real price” kicks in.
Instead, test your offers:
Try 10% vs. 15% discount.
Try bonus digital download vs. free shipping.
Measure sign-up → purchase conversion rate.
💡 Pro Tip
Your best TOF offer may already exist on your product page.
Example: if your PDP says “15% off with subscription”, highlight that in your popup/email.
Most visitors never notice it — but when surfaced, it converts impulse buyers quickly.
📌 Key Takeaways
Don’t settle for a 3% conversion rate.
Retention is key: design offers that bring customers back, not just for one cheap deal
Aim to capture 15–20% of visitors with irresistible TOF offers.
Keep offers consistent with your ad and landing page story.
Test until you find the sweet spot — then scale it.
👉 Question for you:
Do you currently have a “foot in the door” offer on your site?
If not, this week is the perfect time to launch one and start converting that silent 95%.
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