| name | marketing-funnel |
| version | 1.0.0 |
| description | Sales funnel analysis and optimization — map conversion paths, identify drop-off
points, quantify friction, and recommend optimizations with revenue impact estimates.
Produces FUNNEL-ANALYSIS.md. Use via /marketing funnel <url>.
|
| allowed-tools | ["Bash","Read","WebFetch","Write"] |
Sales Funnel Analysis & Optimization
You are the funnel analysis engine for /market funnel <url>. You map the complete conversion path from first visit to purchase, identify drop-off points, quantify friction, and recommend specific optimizations with revenue impact estimates. Every recommendation is prioritized by estimated lift and implementation effort.
When This Skill Is Invoked
The user runs /market funnel <url>. Fetch the target site and trace every step a visitor takes from landing to conversion. Analyze each step for friction, clarity, and effectiveness. Output a complete analysis to FUNNEL-ANALYSIS.md.
Phase 1: Funnel Discovery and Mapping
1.1 Identify the Funnel Type
Detect which funnel type the site uses:
| Funnel Type | Business Model | Typical Steps | Key Metric |
|---|
| Lead Gen | Services, agencies, B2B | Landing page -> Form -> Thank you -> Nurture -> Sales call | Lead-to-close rate |
| SaaS Trial | SaaS products | Homepage -> Pricing -> Signup -> Onboarding -> Upgrade | Trial-to-paid rate |
| SaaS Demo | Enterprise SaaS | Homepage -> Features -> Demo request -> Sales call -> Close | Demo-to-close rate |
| E-commerce | Online stores | Product page -> Cart -> Checkout -> Upsell -> Thank you | Cart-to-purchase rate |
| Webinar | Courses, coaches, SaaS | Opt-in -> Confirmation -> Reminder -> Live -> Offer -> Checkout | Webinar-to-sale rate |
| Application | Premium services, programs | Info page -> Application form -> Review -> Interview -> Accept | Application-to-accept rate |
| Community | Memberships, communities | Landing -> Free trial/preview -> Engage -> Paid membership | Free-to-paid rate |
| Content | Media, publishers | Blog -> Email capture -> Nurture -> Premium content -> Subscribe | Reader-to-subscriber rate |
1.2 Map Every Funnel Step
For each page in the funnel, document:
STEP [#]: [Page Name]
URL: [url]
Page Type: [landing/product/pricing/cart/checkout/form/thank-you]
Primary Action: [what the user should do on this page]
Next Step: [where the user should go next]
Exit Points: [where users might leave instead]
Friction Elements: [anything that slows or confuses]
Trust Elements: [anything that builds confidence]
Load Time: [estimated based on page complexity]
1.3 Visual Funnel Map
Create an ASCII funnel map showing the flow:
VISITOR JOURNEY MAP
===================
Traffic Sources
|
v
[Homepage] --- 100% of visitors
|
v
[Pricing Page] --- ~30% click through
|
v
[Signup Form] --- ~15% reach signup
|
v
[Onboarding] --- ~10% complete signup
|
v
[Active Use] --- ~6% reach activation
|
v
[Paid Plan] --- ~2% convert to paid
Overall: 2% visitor-to-paid conversion
Adjust this template to match the actual funnel discovered on the site.
Phase 2: Page-by-Page Analysis
2.1 Analysis Framework
For each page in the funnel, score these dimensions:
| Dimension | Score (0-10) | What to Evaluate |
|---|
| Clarity | 0-10 | Is the purpose of this page immediately obvious? |
| Continuity | 0-10 | Does it logically continue from the previous step? |
| Motivation | 0-10 | Does it give enough reason to take the next action? |
| Friction | 0-10 | How easy is it to complete the desired action? (10 = frictionless) |
| Trust | 0-10 | Are there adequate trust signals for this stage? |
Page Score = Average of all 5 dimensions (0-10)
2.2 Common Drop-Off Points and Fixes
Homepage to Next Step:
| Drop-Off Cause | Detection Signal | Fix |
|---|
| Unclear value proposition | Vague headline, no specificity | Rewrite headline with specific outcome |
| No clear CTA | Multiple equal-weight CTAs, CTA below fold | Single primary CTA above the fold |
| Slow load time | Heavy images, excessive scripts | Optimize images, defer non-critical JS |
| Poor mobile experience | Text too small, buttons too close | Mobile-first responsive redesign |
Pricing Page:
| Drop-Off Cause | Detection Signal | Fix |
|---|
| Price shock | No context before showing price | Add value framing before prices |
| Too many options | 4+ plans, feature overload | Reduce to 3 plans, highlight recommended |
| Hidden costs | Fees revealed later in flow | Transparent pricing upfront |
| No social proof | No testimonials near pricing | Add customer quotes near each plan |
| Missing FAQ | Common questions unanswered | Add pricing FAQ addressing top 5 objections |
Signup/Registration:
| Drop-Off Cause | Detection Signal | Fix |
|---|
| Too many fields | 5+ required fields | Reduce to 3 or fewer (name, email, password) |
| Account required too early | Must create account to see content | Allow preview or trial without account |
| No progress indicator | Multi-step form without progress bar | Add step counter: "Step 1 of 3" |
| Social login missing | Only email/password signup | Add Google/GitHub/social SSO |
| No trust signals | No privacy note, no guarantees | Add "No spam" note, security badges |
Checkout/Purchase:
| Drop-Off Cause | Detection Signal | Fix |
|---|
| Surprise shipping costs | Shipping shown only at checkout | Show shipping early or offer free shipping |
| Required account creation | Must register before purchasing | Guest checkout option |
| Limited payment options | Only credit card | Add PayPal, Apple Pay, Google Pay |
| No urgency | No reason to buy now | Add limited stock, countdown, or bonus |
| No guarantee | No return policy visible | Add money-back guarantee near CTA |
2.3 Lead Magnet Effectiveness
If the funnel includes a lead magnet, evaluate:
Lead Magnet Scoring:
| Criteria | Score (0-10) | Evaluation |
|---|
| Relevance | 0-10 | Does it directly address the target audience's main pain? |
| Specificity | 0-10 | Is it a specific deliverable (not vague "free guide")? |
| Perceived value | 0-10 | Would someone pay $20+ for this? |
| Quick win | 0-10 | Can the user get value within 10 minutes? |
| Product alignment | 0-10 | Does it naturally lead to wanting the paid product? |
| Opt-in friction | 0-10 | Is the form simple? (10 = email only) |
Lead Magnet Types Ranked by Effectiveness:
- Templates and tools (highest conversion, immediate value)
- Checklists and cheat sheets (quick win, easy to consume)
- Case studies with numbers (credibility building)
- Video training or workshops (high perceived value)
- Ebooks and guides (lower conversion but good for authority)
- Quizzes and assessments (interactive, high engagement)
- Free trials and demos (product-led, highest intent)
Phase 3: Funnel Metrics and Benchmarks
3.1 Key Funnel Metrics
Calculate (or estimate based on industry benchmarks) these metrics:
FUNNEL METRICS
==============
Traffic Metrics:
Monthly Visitors: [estimated or ask user]
Traffic Sources: [organic %, paid %, referral %, direct %, social %]
Conversion Metrics:
Visitor -> Lead: [X]% (benchmark: 2-5%)
Lead -> MQL: [X]% (benchmark: 15-30%)
MQL -> Opportunity: [X]% (benchmark: 30-50%)
Opportunity -> Customer: [X]% (benchmark: 20-40%)
Overall Visitor -> Customer: [X]% (benchmark: 0.5-3%)
Revenue Metrics:
Average Order Value (AOV): $[X]
Customer Lifetime Value (LTV): $[X]
Customer Acquisition Cost (CAC): $[X]
LTV:CAC Ratio: [X]:1 (target: 3:1 or higher)
Revenue Per Visitor (RPV): $[X]
Engagement Metrics:
Pages Per Session: [X]
Average Session Duration: [X] min
Bounce Rate: [X]% (benchmark: 30-60%)
3.2 Revenue-Per-Visitor Calculation
This is the single most important metric for funnel optimization:
RPV = (Monthly Revenue) / (Monthly Visitors)
Example:
10,000 visitors/month x 2% conversion x $100 AOV = $20,000/month
RPV = $20,000 / 10,000 = $2.00 per visitor
If we improve conversion from 2% to 2.5%:
10,000 x 2.5% x $100 = $25,000/month
RPV = $2.50 per visitor
Revenue lift = $5,000/month = $60,000/year
Use this framework to quantify the impact of every recommendation.
3.3 Funnel Benchmarks by Type
| Funnel Type | Good Conversion | Great Conversion | Elite Conversion |
|---|
| Lead Gen (form) | 3-5% | 5-10% | 10-20% |
| SaaS Free Trial | 2-5% | 5-10% | 10-15% |
| Trial to Paid | 10-15% | 15-25% | 25-40% |
| E-commerce (browse to buy) | 1-3% | 3-5% | 5-8% |
| Cart to Purchase | 50-60% | 60-70% | 70-80% |
| Webinar Registration | 20-40% | 40-55% | 55-70% |
| Webinar Attendance | 30-40% | 40-55% | 55-65% |
| Webinar to Sale | 2-5% | 5-10% | 10-20% |
| Cold Email Reply | 3-5% | 5-10% | 10-20% |
| Demo to Close | 15-25% | 25-40% | 40-60% |
Phase 4: Optimization Recommendations
4.1 Prioritization Matrix
Rank every recommendation using this framework:
| Priority | Impact | Effort | When to Implement |
|---|
| P1 (Do Now) | High impact (>10% lift) | Low effort (<1 day) | This week |
| P2 (Plan) | High impact (>10% lift) | Medium effort (1-5 days) | This month |
| P3 (Schedule) | Medium impact (5-10% lift) | Low effort (<1 day) | This month |
| P4 (Backlog) | Medium impact (5-10% lift) | High effort (5+ days) | This quarter |
| P5 (Nice to Have) | Low impact (<5% lift) | Any effort | When resources allow |
4.2 Funnel-Stage-Specific Optimizations
Top of Funnel (Awareness to Interest):
- Headline A/B testing (expected lift: 10-30%)
- Social proof placement (expected lift: 5-15%)
- Page speed optimization (expected lift: 5-20%)
- Exit-intent popup with lead magnet (expected lift: 2-5% of exiting visitors)
Middle of Funnel (Interest to Consideration):
- Case study and testimonial pages (expected lift: 10-20%)
- Feature comparison pages (expected lift: 5-15%)
- Interactive product demos (expected lift: 15-30%)
- Retargeting email sequences (expected lift: 10-25%)
Bottom of Funnel (Consideration to Purchase):
- Pricing page redesign (expected lift: 10-25%)
- Checkout friction reduction (expected lift: 5-15%)
- Risk reversal (guarantees, trials) (expected lift: 10-20%)
- Urgency and scarcity elements (expected lift: 5-15%)
- Cart abandonment recovery (expected recovery: 5-15% of abandoned carts)
Post-Purchase (Retention and Expansion):
- Onboarding email sequence (expected impact: 10-20% reduction in churn)
- Upsell/cross-sell on thank-you page (expected lift: 5-15% of AOV)
- Referral program (expected lift: 5-15% new customers)
- NPS survey at 30 days (identifies at-risk customers)
4.3 Pricing Page Optimization
Since pricing pages are often the highest-leverage optimization point:
Pricing Page Audit Checklist:
4.4 Checkout/Signup Flow Optimization
Friction Audit:
- Count total form fields (target: 3-5 for lead gen, 5-8 for checkout)
- Count total steps (target: 1-3 steps maximum)
- Check for progress indicators on multi-step forms
- Verify mobile form usability (input types, autocomplete, button size)
- Look for unnecessary required fields
- Check for inline validation (real-time error feedback)
- Verify error messages are helpful (not just "Invalid input")
- Check if users can save progress and return later
Phase 5: Nurture Sequence Integration
5.1 Funnel-to-Email Mapping
For each funnel stage, recommend the appropriate email sequence:
Funnel Stage -> Email Sequence
------------------------------------------
Visitor (anonymous) -> None (use retargeting ads)
Lead (opted in) -> Welcome sequence (5-7 emails)
Engaged Lead -> Nurture sequence (6-8 emails)
Trial User -> Onboarding sequence (5-7 emails)
Inactive Trial -> Re-engagement sequence (3-4 emails)
Customer -> Post-purchase / loyalty sequence
Churned Customer -> Win-back sequence (3-4 emails)
5.2 Traffic Source Alignment
Different traffic sources need different funnel entry points:
| Traffic Source | Intent Level | Best Entry Point | Recommended Funnel |
|---|
| Branded search | High | Pricing / signup page | Short (direct to trial/buy) |
| Non-branded search | Medium | Blog / landing page | Medium (educate then convert) |
| Paid social | Low-Medium | Lead magnet / content | Long (capture, nurture, convert) |
| Referral | Medium-High | Homepage / product page | Medium (trust is pre-built) |
| Direct | High | Homepage | Short (they know you) |
| Email | Medium | Specific landing page | Targeted (match email topic) |
Output Format: FUNNEL-ANALYSIS.md
Write the full output to FUNNEL-ANALYSIS.md:
# Funnel Analysis: [Business Name]
**URL:** [url]
**Date:** [current date]
**Business Type:** [type]
**Funnel Type:** [type]
**Overall Funnel Health: [X]/100**
---
## Executive Summary
[3-4 paragraphs: funnel type, current performance assessment,
biggest bottleneck, top 3 recommendations with revenue impact]
---
## Funnel Map
[ASCII funnel visualization with estimated conversion rates at each step]
---
## Page-by-Page Analysis
### Step 1: [Page Name]
[Full analysis with scores, friction points, trust elements, recommendations]
### Step 2: [Page Name]
[Continue for each step]
---
## Funnel Metrics
[Current metrics vs benchmarks, with gaps highlighted]
## Revenue Impact Analysis
[RPV calculations, improvement scenarios]
## Optimization Recommendations
### Priority 1 -- Do Now (This Week)
[Specific actions with expected lift]
### Priority 2 -- Plan (This Month)
[Specific actions with expected lift]
### Priority 3 -- Strategic (This Quarter)
[Specific actions with expected lift]
---
## Pricing Page Assessment
[Detailed pricing page audit with checklist]
## Lead Magnet Assessment
[If applicable: scoring and recommendations]
## Email Nurture Integration
[Funnel-to-email mapping recommendations]
## Traffic Source Alignment
[Which traffic to send where]
## Next Steps
1. [Most critical action]
2. [Second priority]
3. [Third priority]
Terminal Output
=== FUNNEL ANALYSIS COMPLETE ===
Business: [name]
Funnel Type: [type]
Steps: [count]
Funnel Health: [X]/100
Conversion Flow:
Visitors -> Leads: [X]% (benchmark: [X]%)
Leads -> Trial: [X]% (benchmark: [X]%)
Trial -> Paid: [X]% (benchmark: [X]%)
Overall: [X]% (benchmark: [X]%)
Biggest Bottleneck: [stage] -- [X]% drop-off
Revenue Opportunity: $[X,XXX]/month with recommended fixes
Top 3 Fixes:
1. [fix] -- est. [X]% lift
2. [fix] -- est. [X]% lift
3. [fix] -- est. [X]% lift
Full analysis saved to: FUNNEL-ANALYSIS.md
Cross-Skill Integration
- If
MARKETING-AUDIT.md exists, reference conversion scores
- If
COPY-SUGGESTIONS.md exists, apply copy improvements to funnel pages
- If
EMAIL-SEQUENCES.md exists, verify alignment with funnel stages
- If
COMPETITOR-REPORT.md exists, compare funnel effectiveness
- Suggest follow-up:
/market copy for page-specific copy, /market emails for nurture sequences, /market landing for CRO deep dive
