Full-Funnel Strategy — Lovehoney US
Buyer Personas Mapped to the Funnel
This full-funnel strategy is designed to support Lovehoney US as a discreet, educational, wellness-led sexual wellness brand. The goal is to guide different audience segments from awareness through to purchase using inbound marketing tactics that reduce stigma, build trust, and make the category feel approachable.
The funnel is structured across three stages:
Awareness (TOFU): attract attention and normalize the category
Consideration (MOFU): guide, educate, and build trust
Decision (BOFU): convert with reassurance, clarity, and low-friction offers
Social and creators play an important role mainly in discovery, education, and normalization, while landing pages, email, and curated product experiences do more of the conversion work.
🌸 Persona 1: Beginner Brooke
Overview
Beginner Brooke is curious but hesitant. She is interested in sexual wellness, but she does not yet feel confident in the category. She needs reassurance, education, and a brand experience that feels safe and stigma-free.
Awareness (TOFU)
Customer mindset:
“I’m curious, but I don’t know where to start.”
Objective:
Reduce fear and normalize the category.
Key tactics:
SEO blog posts such as “How to Choose Your First Sex Toy”
Creator-led educational content on TikTok, Instagram Reels, and YouTube
Beginner-friendly organic social posts
Affiliate/editorial content focused on first-time buyers
Educational blog content around privacy, safety, and product basics
Suggested KPIs:
Organic traffic
New users
Blog engagement rate
Social reach and impressions
Creator content views
Consideration (MOFU)
Customer mindset:
“This feels more normal now, but I still need help choosing.”
Objective:
Help Brooke narrow her options and feel more confident.
Key tactics:
“Find Your First Toy” quiz
Beginner buying guide lead magnet
Product comparison pages
Landing pages with FAQs, trust messaging, and discreet shipping information
Email sign-up flow for first-time buyers
Suggested KPIs:
Quiz completions
Email sign-up rate
Guide downloads
Product page views
Time on page
Decision (BOFU)
Customer mindset:
“I’m nearly ready to buy, but I want to feel safe making the purchase.”
Objective:
Convert with trust and simplicity.
Key tactics:
Beginner starter bundle
Strong product detail pages with reviews and ratings
Discreet shipping and guarantee messaging
First-order welcome offer
Cart reminder emails
Suggested KPIs:
Add-to-cart rate
Conversion rate
Checkout completion rate
First-purchase rate
Revenue per visitor
Core takeaway:
Brooke is not just buying a product. She is buying reassurance, guidance, and confidence.
💑 Persona 2: Couples Chris & Maya
Overview
Chris and Maya are a busy couple looking to reconnect and add novelty to their relationship. They are open to trying something new, but want the experience to feel playful, easy, and not intimidating.
Awareness (TOFU)
Customer mindset:
“We want to reconnect, but we don’t know where to start.”
Objective:
Position Lovehoney as a relationship-friendly, approachable brand.
Key tactics:
SEO content such as “Best Toys for Couples New to Sexual Wellness”
Couples creators and relationship-focused influencer content
Organic content around date nights, intimacy, and connection
Seasonal content for anniversaries, weekends away, and Valentine’s Day
Hospitality-inspired content linked to romantic getaways
Suggested KPIs:
Organic traffic to couples content
Social engagement
Creator reach and views
Referral traffic from partners or creators
New visitors
Consideration (MOFU)
Customer mindset:
“This could be fun, but we need something easy and approachable.”
Objective:
Reduce awkwardness and make choice easier.
Key tactics:
Couples buying guide
Romantic getaway checklist lead magnet
Curated couples landing page
Bundle pages framed around “date night” or “shared experience”
Email flows tailored to couples or occasion-based shoppers
Suggested KPIs:
Guide downloads
Landing page click-through rate
Email opt-in rate
Bundle page engagement
Product detail page visits
Decision (BOFU)
Customer mindset:
“We want a simple option that feels low-risk and fun.”
Objective:
Drive purchase through curated, couple-friendly recommendations.
Key tactics:
Couples starter kit or date-night bundle
Seasonal or limited-time offer
Reviews from other couples
Product badges such as “best for beginners” or “great for couples”
Abandoned cart recovery emails
Suggested KPIs:
Bundle conversion rate
Add-to-cart rate
Cart abandonment rate
Purchase conversion rate
Average order value
Core takeaway:
Chris and Maya are not shopping for “sex toys.” They are shopping for connection, novelty, and an easier route into intimacy.
🧖 Persona 3: Wellness Dana
Overview
Wellness Dana sees sexual wellness as part of self-care, confidence, and relationship health. She is intentional, quality-focused, and wants the category presented in a mature, tasteful, and expert-led way.
Awareness (TOFU)
Customer mindset:
“I want a more mature and wellness-led approach to intimacy.”
Objective:
Build awareness through credibility, education, and tasteful positioning.
Key tactics:
SEO content around intimacy, confidence, and self-care
Wellness-led blog articles
Educational YouTube content or long-form guides
Creator partnerships with tasteful wellness or lifestyle voices
Search-driven content focused on quality, comfort, and trust
Suggested KPIs:
Organic traffic
New users from search
Engagement time on educational content
Blog scroll depth
Creator referral traffic
Consideration (MOFU)
Customer mindset:
“I’m interested, but only if the brand feels relevant and trustworthy.”
Objective:
Build authority and emotional comfort.
Key tactics:
Expert-style intimacy guide
Product comparison pages
Trust-led educational landing pages
Email nurture focused on confidence, comfort, and guidance
Messaging around quality, body-safe materials, and discretion
Suggested KPIs:
Email sign-ups
Guide downloads
Comparison page engagement
Returning visitors
Product page views
Decision (BOFU)
Customer mindset:
“I’m ready to buy if the experience feels high-quality and discreet.”
Objective:
Convert with premium trust signals and curated product choices.
Key tactics:
Wellness-led curated collection page
Strong product detail pages with materials info and reviews
First-order welcome incentive
Trust signals around discretion, guarantees, and quality
Browse abandonment or email reminder flows
Suggested KPIs:
Conversion rate
Add-to-cart rate
Email-to-purchase rate
Average order value
Revenue from email flows
Core takeaway:
Dana wants sexual wellness to feel like part of a healthy adult life, not a niche or embarrassing purchase.
Cross-Funnel Strategy Summary
TOFU — Attract + Normalize
This stage is about reducing stigma, increasing discovery, and making sexual wellness feel more mainstream and approachable.
Main tactics:
SEO
Organic social
Creator/influencer content
Affiliate/editorial articles
Educational blog content
Main KPI focus:
Traffic
Reach
Engagement
New users
MOFU — Guide + Reassure
This stage is about helping users understand what is right for them and making the category easier to navigate.
Main tactics:
Quizzes
Buying guides
Lead magnets
Email capture
Comparison pages
Curated landing pages
Main KPI focus:
Sign-ups
Downloads
Quiz completions
Page engagement
Returning visitors
BOFU — Convert + De-risk
This stage is about turning interest into purchase by reducing friction and reinforcing trust.
Main tactics:
Starter bundles
Curated product collections
Reviews and ratings
Trust messaging
Discreet shipping
First-order offers
Cart recovery emails
Main KPI focus:
Add-to-cart rate
Conversion rate
Checkout completion
Average order value
Revenue per visitor
Simple Summary Table
Persona | TOFU | MOFU | BOFU | Core KPI |
🌸 Beginner Brooke | Beginner education | Quiz + guide | Starter bundle | First-purchase conversion |
💑 Chris & Maya | Couples inspiration | Curated bundle pages | Date-night kit | Bundle conversion |
🧖 Wellness Dana | Wellness-led education | Trust-building content | Premium curated page | AOV + conversion |
Strategic Takeaway
For Lovehoney US, the funnel should not be built around aggressive paid social. It should be built around education, trust, and normalization.
The strongest model is:
SEO + creators + educational content + trust-led landing pages + email nurture
That gives Lovehoney a way to attract different personas, guide them through the category, and convert them in a way that feels discreet, premium, and culturally relevant to the US market.