market-funnel

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