| name | market-funnel |
| description | Análisis y optimización del embudo de ventas de visita a compra. Usar cuando: "embudo de ventas", "funnel analysis", "CRO", "por qué no compran", "dónde pierdo clientes", "optimizar checkout", "signup friction", "onboarding drop-off", "optimizar conversiones".
|
Sales Funnel Analysis & Optimization
Map the complete conversion path, identify drop-off points, quantify friction, and deliver optimizations ranked by revenue impact. Write analysis to FUNNEL-ANALYSIS.md.
Invocation
Run as /market funnel <url>. Fetch the target site and trace every step from landing to conversion.
Phase 1: Funnel Discovery and Mapping
1.1 Identify Funnel Type
Full reference table with types, steps, and key metrics: references/funnel-frameworks.md. Main types:
- Lead Gen: Landing -> Form -> Thank you -> Nurture -> Call
- SaaS Trial: Homepage -> Pricing -> Signup -> Onboarding -> Upgrade
- SaaS Demo: Homepage -> Features -> Demo request -> Sales call -> Close
- E-commerce: Product page -> Cart -> Checkout -> Upsell -> Thank you
- Webinar: Opt-in -> Confirmation -> Reminder -> Live -> Offer -> Checkout
- Application: Info page -> Form -> Review -> Interview -> Accept
1.2 Map Every Funnel Step
For each page document:
STEP [#]: [Page Name]
URL: [url]
Page Type: [landing/product/pricing/cart/checkout/form/thank-you]
Primary Action: [what user should do]
Next Step: [where user should go]
Exit Points: [where users might leave]
Friction Elements: [anything that slows/confuses]
Trust Elements: [anything that builds confidence]
Estimated Load Time: [fast/moderate/slow]
1.3 Visual Funnel Map
Create ASCII funnel map with estimated conversion rates at each step. Adjust percentages to match observations or user-provided data.
Phase 2: Page-by-Page Analysis
2.1 Page Scoring Framework
Score each page on 5 dimensions (0-10 each). Page score = average.
| Dimension | What to Evaluate |
|---|
| Clarity | Is page purpose immediately obvious? |
| Continuity | Does it logically continue from previous step? |
| Motivation | Enough reason to take next action? |
| Friction | How easy to complete desired action? (10 = frictionless) |
| Trust | Trust signals appropriate for commitment level? |
Score interpretation: 8-10 optimized; 6-7 functional; 4-5 priority fix; 0-3 critical.
2.2 Drop-Off Patterns
Common drop-off causes, signals, and fixes by stage: references/funnel-frameworks.md. Key stages to analyze:
- Homepage to next step (value proposition, CTA clarity, speed, mobile)
- Pricing page (price shock, too many options, missing social proof, unanswered objections)
- Signup/registration (field count, premature account requirement, missing social login)
- Checkout/purchase (surprise costs, forced registration, payment options, missing guarantee)
2.3 Lead Magnet Scoring
If funnel includes a lead magnet, score on (0-10 each): Relevance, Specificity, Perceived value, Quick win, Product alignment, Opt-in friction.
Phase 3: Funnel Metrics and Revenue Impact
3.1 Key Funnel Metrics
Calculate or estimate. Ask user for traffic/revenue if not inferable:
Traffic: Monthly Visitors, Traffic Sources breakdown
Conversion: Visitor->Lead, Lead->MQL, MQL->Opportunity, Opportunity->Customer, Overall
Revenue: AOV, LTV, CAC, LTV:CAC Ratio (target 3:1+), RPV
Benchmarks by funnel type: references/funnel-frameworks.md.
3.2 Revenue Per Visitor (RPV)
RPV = Monthly Revenue / Monthly Visitors. The master metric for funnel optimization.
Always translate recommendations into RPV and annual revenue impact. Show three scenarios: conservative, base case, aggressive.
Lift estimates for common optimizations: references/funnel-frameworks.md.
Phase 4: Optimization Recommendations
4.1 Prioritization Matrix
| Priority | Impact | Effort | Timeline |
|---|
| P1 — Do Now | >10% lift | <1 day | This week |
| P2 — Plan | >10% lift | 1-5 days | This month |
| P3 — Schedule | 5-10% lift | <1 day | This month |
| P4 — Backlog | 5-10% lift | 5+ days | This quarter |
| P5 — Nice to Have | <5% lift | Any | When resources allow |
4.2 Stage-Specific Optimizations
Top of Funnel: Headline A/B testing (10-30%), social proof above fold (5-15%), page speed (5-20%), exit-intent popup (2-5% of exiting visitors).
Middle of Funnel: Case studies (10-20%), comparison/"vs" pages (5-15%), interactive demos (15-30%), retargeting emails (10-25%).
Bottom of Funnel: Pricing page redesign (10-25%), checkout friction reduction (5-15% per friction point), risk reversal (10-20%), urgency elements (5-15%), cart abandonment emails (5-15% of carts).
Post-Purchase: Onboarding emails (10-20% churn reduction), upsell on thank-you page (5-15% AOV lift), referral program (5-15% new acquisition), NPS at 30 days.
4.3 Pricing Page Deep Audit
Use full checklist from references/funnel-frameworks.md. Key elements: value-framing headline, max 3 plans, highlighted "Most Popular", annual pricing first, social proof near pricing, FAQ for top objections, guarantee, action-language CTAs.
4.4 Checkout/Signup Friction Audit
Full friction audit: references/funnel-frameworks.md. Core: count fields (3-5 lead gen, 5-8 checkout), count steps (1-3 max), progress indicators, mobile usability, inline validation quality.
Phase 5: Nurture Integration and Traffic Alignment
5.1 Funnel-to-Email Mapping
For each funnel stage, recommend appropriate email sequence. Complete mapping: references/funnel-frameworks.md.
5.2 Traffic Source Alignment
Match source to entry point based on intent/trust level. Complete table: references/funnel-frameworks.md. Core principle: high-intent branded search -> pricing/signup; cold social -> lead magnet/educational page.
Output Format
Formato de salida: ver references/output-template.md.
Cross-Skill Integration
- If
MARKETING-AUDIT.md exists, reference conversion scores already captured
- If
COPY-SUGGESTIONS.md exists, apply copy improvements to friction pages
- If
EMAIL-SEQUENCES.md exists, verify alignment with funnel stages
- If
COMPETITOR-REPORT.md exists, compare funnel effectiveness against competitors
- Suggest follow-up:
/market copy for page-specific copy, /market emails for nurture sequences, /market landing for CRO deep dive on specific page
