| name | funnel-map |
| description | Map complete funnel from ad to conversion, documenting each step, identifying metrics at each stage, calculating stage-to-stage conversion rates, and highlighting biggest drop-off points. Use for funnel optimization, diagnosing conversion issues, or documenting funnel architecture. |
Funnel Map
Document and analyze complete conversion funnels.
Process
Step 1: Document Each Funnel Step
Standard Funnel Elements:
- Ad (Creative)
- Landing Page / Pre-sell
- Quiz (if applicable)
- Sales Page / VSL
- Checkout / Lead Form
- Upsells (if applicable)
- Thank You / Confirmation
For Each Step Document:
- URL/asset name
- Purpose in funnel
- Key message
- Primary CTA
- Technical requirements
Step 2: Identify Metrics at Each Stage
Ad Level:
- Impressions
- Clicks
- CTR
- CPC
- CPM
Landing/Quiz Level:
- Page views
- Time on page
- Scroll depth
- Quiz completion rate
- Exit rate
Conversion Level:
- Add to cart / Initiate checkout
- Form submissions
- Purchase/conversion
- Upsell acceptance rate
Step 3: Calculate Stage-to-Stage Rates
Conversion Rate Formula:
Stage N Conversion = (Stage N Actions / Stage N-1 Actions) × 100
Example Flow:
1000 Ad Clicks
→ 800 Land on Page (80% click-to-land)
→ 400 Start Quiz (50% page-to-quiz)
→ 280 Complete Quiz (70% quiz completion)
→ 140 View Offer (50% quiz-to-offer)
→ 28 Purchase (20% offer-to-purchase)
Overall: 28/1000 = 2.8% click-to-purchase
Step 4: Highlight Drop-off Points
Identify Biggest Leaks:
- Which stage has lowest conversion rate?
- Which stage loses most absolute volume?
- Which stage is below industry benchmark?
Prioritize by Impact:
Impact = Volume at stage × Potential improvement %
Step 5: Output Funnel Visualization
## FUNNEL MAP: [Offer/Campaign Name]
### FUNNEL OVERVIEW
**Type:** [Lead Gen / E-commerce / VSL / Quiz]
**Total Steps:** [#]
**End Goal:** [Purchase / Lead / Call]
---
### FUNNEL VISUALIZATION
┌─────────────────┐
│ AD CREATIVE │ Impressions: [X]
│ CTR: X% │ Clicks: [X]
└────────┬────────┘
│ [X%] click-to-land
▼
┌─────────────────┐
│ LANDING PAGE │ Views: [X]
│ Time: Xs │ Bounce: [X%]
└────────┬────────┘
│ [X%] page-to-next
▼
┌─────────────────┐
│ QUIZ │ Starts: [X]
│ Complete: X% │ Completes: [X]
└────────┬────────┘
│ [X%] quiz-to-offer
▼
┌─────────────────┐
│ SALES PAGE │ Views: [X]
│ VSL: X% │ Watch: [X%]
└────────┬────────┘
│ [X%] page-to-checkout
▼
┌─────────────────┐
│ CHECKOUT │ Initiates: [X]
│ │ Completes: [X]
└────────┬────────┘
│ [X%] checkout completion
▼
┌─────────────────┐
│ CONVERSION │ Total: [X]
│ CPA: $X │ Revenue: $[X]
└─────────────────┘
---
### METRICS BY STAGE
| Stage | In | Out | Rate | Benchmark | Status |
|-------|-----|-----|------|-----------|--------|
| Ad → Click | [X] imp | [X] click | [X%] CTR | [X%] | [G/Y/R] |
| Click → Land | [X] click | [X] land | [X%] | 90%+ | [G/Y/R] |
| Land → Quiz | [X] land | [X] start | [X%] | 50%+ | [G/Y/R] |
| Quiz Completion | [X] start | [X] done | [X%] | 70%+ | [G/Y/R] |
| Quiz → Offer | [X] done | [X] view | [X%] | 80%+ | [G/Y/R] |
| Offer → Checkout | [X] view | [X] init | [X%] | 10-20% | [G/Y/R] |
| Checkout Complete | [X] init | [X] buy | [X%] | 30%+ | [G/Y/R] |
**Overall Funnel:**
- Click to Conversion: [X%]
- Cost Per Conversion: $[X]
- Revenue Per Click: $[X]
---
### DROP-OFF ANALYSIS
**Biggest Leak:** [Stage Name]
- Current rate: [X%]
- Benchmark: [X%]
- Gap: [X points]
- Volume lost: [X potential conversions]
- Revenue impact: $[X]
**Root Cause Analysis:**
- [Possible reason 1]
- [Possible reason 2]
- [Possible reason 3]
---
### STAGE DETAILS
**STAGE 1: Ad Creative**
- Asset: [Description]
- Metrics: CTR [X%], CPC $[X]
- Status: [Working/Needs work]
- Notes: [Observations]
**STAGE 2: Landing Page**
- URL: [Link]
- Purpose: [What it does]
- Metrics: [Key stats]
- Status: [Working/Needs work]
- Issues: [If any]
**STAGE 3: [Next Stage]**
...
---
### OPTIMIZATION PRIORITIES
**Priority 1: [Stage with biggest impact]**
- Current: [X%]
- Target: [X%]
- Actions:
1. [Specific improvement]
2. [Specific improvement]
- Expected lift: [X%]
- Revenue impact: $[X]
**Priority 2: [Next biggest opportunity]**
...
---
### A/B TEST ROADMAP
| Stage | Test | Control | Variant | Hypothesis |
|-------|------|---------|---------|------------|
| [Stage] | [Element] | [Current] | [New] | [Expected] |
---
### BENCHMARK COMPARISON
| Metric | Our Funnel | Industry | Gap |
|--------|------------|----------|-----|
| CTR | [X%] | [X%] | [+/-] |
| Land-to-Lead | [X%] | [X%] | [+/-] |
| Checkout Rate | [X%] | [X%] | [+/-] |
| Overall CVR | [X%] | [X%] | [+/-] |
---
### FUNNEL HEALTH SCORE
| Factor | Score | Weight | Weighted |
|--------|-------|--------|----------|
| Traffic Quality | X/10 | 20% | X |
| Page Performance | X/10 | 25% | X |
| Offer Strength | X/10 | 30% | X |
| Checkout Flow | X/10 | 25% | X |
| **TOTAL** | | | X/10 |
---
### ACTION ITEMS
**Immediate:**
1. [ ] [Action]
2. [ ] [Action]
**This Week:**
1. [ ] [Action]
**This Month:**
1. [ ] [Action]
Funnel Optimization Principles
Fix Biggest Leaks First:
- Largest volume × lowest rate = priority
- Small improvements at scale = big impact
Test One Variable at a Time:
- Isolate changes
- Measure impact clearly
- Build on winners
Metrics Hierarchy (Jason K):
- Initiate checkout = 3x purchase data
- Use leading indicators for faster decisions
Source: Jason K, general funnel optimization
