You want potential consumers to be at the bottom of the funnel, and you've worked hard to bring them there. This is the point at which prospects decide whether to buy from you or a competitor.
It is preceded by the top of the funnel (product/service comparison stage) and the middle of the funnel (validation stage). Long story short, the bottom of the funnel is where you convert leads into customers.
At this level, the goal is straightforward: convert prospects and potential users into customers.
Ratings and reviews are often thought of as something that happens after a purchase, but they can (and should) be used to guide how you engage with your audience.
You could integrate client feedback, testimonials, and reviews from multiple platforms on your landing pages as well as in your retargeting ads to increase credibility and social proof.
What better way to decide whether you want to purchase a product than to test it out for yourself? For years, car dealerships have been using the “test drive” strategy because it works.
Another example of providing a little level of assistance in return for the opportunity to convert a prospect into a paid customer is a consultation.
The best consultation offers to alleviate the fear of getting into a sales conversation by providing something tangible they can take away (a plan or practical advise) in exchange for their time.