This chart breaks down conversion rates from bottom-of-funnel (BOFU) traffic sources — and wow, branded traffic leads the pack with 31%. Direct visits follow closely at 22%, while paid search and social lag behind.
The Marketing Lesson
At the bottom of the funnel, buyers already know and trust you. That means conversion isn’t about catchy ads; it’s about familiarity and credibility built earlier in the journey.
Why It Works
Familiar brands lower buying friction
Direct traffic shows high purchase intent
Paid search works when targeting high-intent keywords
Trust, not traffic volume, drives bottom-line conversions
Real-World Examples
Nike converts over 70% of sales from branded searches
Apple thrives on direct traffic thanks to loyal customers
SaaS tools like Shopify see stronger closing rates from returning visitors
Creative Variations
Hand-drawn pen style
Classic 1950s print ad
Futuristic style
Funny style
Annotated sketchbook style
Eye-tracking heatmap