13 Bottom of Funnel Content Examples That Convert
Bottom of funnel content examples that convert are the pages that answer a shopper’s last question before checkout, like comparisons, buying guides, and best-of lists, since a shopper there already wants the product and needs a reason to pick yours. These 13 pull less traffic than how-to posts and close more of them.
Here are the 13, in the order I build them for a store.
Key Points
| Format | The question it answers | Where it lives |
|---|---|---|
| Comparison and alternative pages | Which one should I buy? | Blog or a dedicated page |
| Buying guides and best-of lists | Which one is right for me? | Blog, linked from the collection |
| Proof pages: case studies, reviews, demos | Does this work for people like me? | Product page and blog |
| Objection pages: FAQ, shipping, returns, guarantee | What happens if it goes wrong? | Site pages, linked near the buy button |
| Offer pages: samples, deals, chat, quizzes | Why should I buy now, and which one? | Landing pages and on-site tools |
1. Product Comparison Pages
Product comparison pages convert. A shopper comparing two products is already past “should I buy” and stuck on “which one,” and a page that lines up price, features, and best use for each removes the last reason to keep a tab open.
That matches what Nielsen Norman Group found in its research on comparison tables: they work best when a shopper is weighing a small number of options on several attributes, which is exactly the state a buyer is in before checkout.
So build the page around the real trade-offs instead of hiding the weaker option. A table that admits one product wins on price and the other on durability reads as advice, and advice converts. A table where your product wins every row reads as an ad, and ads get skipped.
Also keep the table short. Five to seven rows a shopper cares about beats twenty rows of specs, and the row they care about most is almost always price and who it is for.
2. Buying Guides
Buying guides convert: they teach a shopper how to choose, not just what to buy, and a shopper who learns the three things that matter in a dog bed is a shopper who now knows which of your dog beds to put in the cart.
So walk through the factors in the order a buyer weighs them: size, material, budget, then the edge cases.
Then keep it skimmable. Short H2s per factor, a line on what to pick for each, and a link to the collection or product that fits. A ready buyer scans for their situation and wants the answer in one screen, not a 3,000 word essay.
A buying guide should end on a product, not a summary. The last section names the pick for each type of buyer and links straight to it, because the reader who made it that far has decided and just needs the door.
3. “Best X for Y” Listicles
“Best X for Y” listicles convert because the search itself is a buying decision, and someone typing “best running shoes for flat feet” knows the problem and only needs the pick.
This is the format I lean on hardest, because it targets keywords that drive sales instead of broad browsing terms, and it is the exact question shoppers now ask ChatGPT, which is why I checked whether best-of listicles get cited by AI.
Name the need in the title, not just the product. “Best running shoes” is a fight with Nike and Runner’s World. “Best running shoes for flat feet” is a fight you can win, and the shopper who searches it is closer to buying.
Then make every pick a real product with a real link and a real reason. Google’s guidance on high quality product reviews asks for first-hand evidence and a stated reason when you call something the best for a purpose. A nine-jacket listicle built that way put Fieldsheer at #1 on Google in two weeks, then in the AI Overview, then as ChatGPT’s top pick, with a buy button and the price under every jacket.
4. Alternative and “Vs Competitor” Pages
Alternative and “vs competitor” pages convert, and a shopper searching “alternatives to [big brand]” has already decided to buy the category and is shopping for a reason to switch, which makes it one of the highest intent searches a smaller store can rank for.
The competitor’s name is the keyword here, and the competitor cannot write this page, which is why it is one of the few searches a small store wins by default.
Be fair about where the other brand wins. A page that says the big brand is the better pick for someone who needs next-day shipping, and yours is the better pick for someone who wants the heavier fabric, earns trust the moment it concedes a point. Your store looks credible, and credible closes.
These are the pages I build early in my Shopify SEO services, because they rank on a specific phrase, pull warm buyers, and give the sales team a link to send when a prospect asks how you compare.
5. Case Studies and Success Stories
Case studies and success stories convert. Proof beats promises, and a hesitant buyer wants to see a real customer getting a real result more than another paragraph of features. Give the story a before and after shape so the win is easy to follow in ten seconds.
Numbers beat adjectives here. “Cut her morning prep from 40 minutes to 12” does more than “saved so much time,” and the specific figure is what the reader repeats to the person they have to convince at home. Let the customer’s own words carry the pitch where you can.
One honest story with one number often outsells a page of features. Put it where the doubt shows up, which is usually the product page, not a separate case studies section nobody visits.
6. Customer Reviews and Testimonials
Customer reviews and testimonials convert, since they are the closest thing to a friend saying “buy it,” and ready buyers scroll straight to them before they check out. The two are not interchangeable, though, and I sort out where each belongs in reviews vs testimonials.
That friend effect shows up in the data, because the Spiegel Research Center found that showing reviews raised purchase likelihood by 270% for a product with five reviews versus none, and the lift was bigger on higher-priced items, 380% against 190% for cheaper ones.
So show the count, the stars, and a few detailed quotes near the buy button, not at the bottom of the page. The same study found purchase likelihood peaks between 4.0 and 4.7 stars and drops as ratings approach a perfect 5.0, because shoppers read a flawless score as too good to be true. A couple of balanced three-star reviews make the whole page read as real, and I break down how reviews change conversion rate with the full numbers.
7. Product Demo Videos
Product demo videos convert. Seeing a product solve the problem answers “how does this actually work” faster than any paragraph, and the shopper who was unsure about the size, the fit, or the setup gets the answer without scrolling. Keep it under two minutes and show the exact moment the product does its job.
Add captions, because most shoppers watch on mute. A demo also holds people on the page longer, and a product page that keeps shoppers around sends the kind of engagement signal Google’s own guide to helpful, people-first content describes: a visitor who leaves feeling like they got what they came for.
8. Detailed FAQ Pages
Detailed FAQ pages convert: they catch the small worries that stall a purchase, like sizing, shipping, and returns, and a shopper who gets the answer on the spot has no reason to leave and “think about it.”
So group the questions so a buyer finds theirs in seconds, in two buckets:
- Shipping times, costs, and the free shipping threshold, plus returns and refunds
- Sizing, fit, warranty, and what to do if it arrives damaged
Then put the three most asked questions on the product page itself, above the fold on mobile. A site-wide FAQ page is the backup. The FAQ that closes the sale is the one sitting next to the add to cart button, and it is also the exact phrasing AI answers quote when a shopper asks the same question in ChatGPT.
9. Pricing and Shipping Pages
Pricing and shipping pages convert because hidden costs kill more sales than almost any other mistake, and Baymard’s checkout research puts extra costs like shipping, tax, and fees at the top of the reasons shoppers abandon a cart.
Show shipping cost before the cart, because 40% of shoppers who abandon say extra costs are the reason. The options and the free shipping threshold go on the product page and the shipping page, not on the last screen of checkout.
| Reason shoppers abandon | Share of US shoppers | The page that fixes it |
|---|---|---|
| Extra costs too high (shipping, tax, fees) | 40% | Shipping page, costs on the product page |
| Delivery was too slow | 20% | Shipping page with real delivery windows |
| Did not trust the site with card details | 19% | Guarantee page, reviews near checkout |
| Site wanted an account | 18% | Guest checkout, no page needed |
| Returns policy was not satisfactory | 13% | Returns and guarantee page |
Read that table as a to-do list. Three of the five leaks are fixed by a page that states the policy clearly, and the biggest one is fixed by showing shipping cost before the cart, which is why I run the free shipping threshold test in does free shipping always win before touching anything else on the checkout.
10. Free Samples, Trials, or Demos
Free samples, trials, and demos convert, and they let a shopper prove the product to themselves before spending, and the word free does something no discount does.
Free is its own price in the research, too, because in the MIT study on the zero price effect, demand jumped the moment a price dropped from one cent to zero, far more than the same one-cent cut anywhere else on the scale.
So make the sample easy to claim and clear about what happens next. A small yes comes first, then the bigger one once the product earns trust, and the handoff between the two is where most trial programs leak. Set a clear next step for when the trial ends so the shopper is never surprised by a charge.
11. Discount and Deal Landing Pages
Discount and deal landing pages convert. They catch searches like “[brand] promo code” that only a shopper with a full cart types, and a dedicated page with the current offer keeps that shopper on your site instead of on a coupon aggregator.
Add a real deadline so the offer nudges action, and keep it honest, since a countdown that resets burns trust the first time someone notices. The page also protects margin, because a shopper who finds a code on an aggregator uses it whether or not you meant to offer one.
Just know that a discount trains buyers to wait if you run it too often. Track which deals pay off in new customers instead of running them out of habit, because a deal page that only reaches people who were going to buy anyway is a page that costs you margin and earns nothing.
12. Return, Warranty, and Guarantee Pages
Return, warranty, and guarantee pages convert, since a clear “30-day money back” line flips the risk from the buyer to you, and a nervous shopper who knows the exit is open walks through the entrance. Spell out the terms in one screen: how long, who pays return shipping, and what happens with a used item.
Then put the guarantee near the buy button, not in the footer, because it works right where the doubt shows up. Baymard’s 19% of shoppers who did not trust a site with their card details are not reading your footer, and a guarantee line under the add to cart button is what they see instead.
13. Live Chat and Product Quizzes
Live chat and product quizzes convert. Some buyers have one last question and want it answered right now, and a slow email reply loses the sale to whichever store answered first. A “find your match” quiz does the same job for the undecided shopper, walking them to the exact product for their need in four taps.
Keep chat staffed during your busiest hours so a question never goes cold, and measure it, because chat can also slow a page down and annoy the shoppers who did not want it. I go through both sides in does live chat increase conversions, and the short version is that chat pays when a person answers and costs you when a bot does.
Start Closest to the Sale
The best bottom of funnel content does one job: it removes the last reason not to buy. Comparison pages, best-of lists, reviews, guides, and clear shipping and guarantee pages each answer the question a shopper has right before checkout, and most stores have written none of them because they were busy publishing how-to posts for people who are not buying yet, which is the gap I close in my guide to blog posts that sell products. You do not need all 13 at once. You need the two or three that fit where your buyers hesitate.
If you want them built and ranking, that is what my Shopify SEO services do: map each format to your funnel and your keywords, then write the pages in the order that closes sales first. Book a call and I will pull your Search Console and show you which of these 13 your store is already getting searches for.
Sources:
- Nielsen Norman Group: Comparison Tables for Products, Services, and Features
- Google Search Central: Write high quality product reviews
- Spiegel Research Center, Northwestern: How Online Reviews Influence Sales
- Google Search Central: Creating helpful, reliable, people-first content
- Baymard Institute: Cart Abandonment Rate Statistics
- Shampanier, Mazar, and Ariely, MIT: Zero as a Special Price
