market-funnel

name	market-funnel
description	Sales funnel analysis engine mapping conversion paths, identifying drop-off points, and recommending optimizations with revenue impact.

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.

Reference map

When	Read
Identifying the funnel type + mapping each step (Phase 1)	references/funnel-discovery.md
Scoring pages + catalog of drop-off causes + lead-magnet evaluation (Phase 2)	references/page-analysis.md
Funnel metrics, RPV calculation, benchmark tables (Phase 3)	references/metrics-and-benchmarks.md
Prioritization matrix + stage-specific optimization catalogs (Phase 4)	references/optimizations.md
Funnel-to-email mapping + traffic-source alignment (Phase 5)	references/nurture-and-traffic.md

Conversion, analytics, and attribution constraints

• Don't invent numbers. If real analytics data isn't available, use industry benchmark ranges (not made-up specifics). Flag every projected number as "estimated based on industry benchmarks".
• Conservative lift estimates. Use ranges, not point estimates. "Headline A/B test typically lifts 10–30%" beats "Headline A/B test will lift 17%".
• Attribution is messy. Last-click attribution overestimates ad performance. Single-touch models underestimate brand search. State the attribution model used in any revenue impact claim.
• Sample size matters. Don't recommend changes based on <100 conversions per variant. Note in the report when traffic is too low to A/B reliably.
• Privacy compliance. Don't recommend tracking implementations that violate GDPR / CCPA / consent-mode requirements. Recommend consent management as part of the analytics stack when missing.
• Funnel ≠ customer journey. Funnels assume linear paths; real users zig-zag. Flag where the funnel model breaks down (multi-session research, multi-decision-maker B2B, etc.).
• Revenue projections are scenarios, not forecasts. Frame as "if conversion improves from X% to Y%, monthly revenue lifts by $Z". Never present as a guaranteed outcome.

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Phase 1: Funnel discovery and mapping

Three substeps (full tables, mapping schema, and visual-map template in references/funnel-discovery.md):

1. Identify funnel type — pick from 8 patterns: Lead Gen, SaaS Trial, SaaS Demo, E-commerce, Webinar, Application, Community, Content. Each has a typical step sequence and a key metric.
2. Map every funnel step — for each page: URL, page type (landing/product/pricing/cart/checkout/form/thank-you), primary action, next step, exit points, friction elements, trust elements, load-time estimate.
3. Build a visual funnel map — ASCII flow from traffic source → each stage with estimated drop-off at each step. Adjust the template to match the actual funnel discovered.

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Phase 2: Page-by-page analysis

Analysis framework

Score each page across 5 dimensions (0–10 each); page score = mean.

Dimension	What to evaluate
Clarity	Is the purpose of this page immediately obvious?
Continuity	Does it logically continue from the previous step?
Motivation	Does it give enough reason to take the next action?
Friction	How easy is it to complete the desired action? (10 = frictionless)
Trust	Are there adequate trust signals for this stage?

Drop-off catalogs

Per stage, identify the cause from the catalog and apply the matching fix. Catalogs cover Homepage → Next, Pricing, Signup/Registration, Checkout/Purchase — each with cause / detection signal / fix. Full tables: references/page-analysis.md.

Lead magnet evaluation (if applicable)

Score on 6 criteria (relevance, specificity, perceived value, quick win, product alignment, opt-in friction). Use the lead-magnet types ranked by effectiveness (templates/tools highest, ebooks/guides lower). Full rubric: references/page-analysis.md.

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Phase 3: Funnel metrics and benchmarks

Calculate or estimate four metric categories:

• Traffic — monthly visitors, traffic-source mix (organic / paid / referral / direct / social).
• Conversion — Visitor→Lead, Lead→MQL, MQL→Opportunity, Opportunity→Customer, Overall Visitor→Customer.
• Revenue — AOV, LTV, CAC, LTV:CAC ratio (target ≥ 3:1), RPV.
• Engagement — pages/session, session duration, bounce rate.

RPV (single most important metric)

RPV = Monthly Revenue / Monthly Visitors

Example: 10,000 visitors × 2% conversion × $100 AOV = $20,000/mo → RPV = $2.00
Lift conversion 2% → 2.5%: 10,000 × 2.5% × $100 = $25,000/mo → RPV = $2.50
Revenue lift = $5,000/mo = $60,000/year

Use this to quantify the impact of every recommendation. Full metric templates and the 10-row funnel-type benchmark table (Good / Great / Elite per funnel type): references/metrics-and-benchmarks.md.

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Phase 4: Optimization recommendations

Prioritization (P1–P5)

Priority	Impact	Effort	When
P1 Do Now	High (>10% lift)	Low (<1 day)	This week
P2 Plan	High (>10% lift)	Medium (1–5 days)	This month
P3 Schedule	Medium (5–10%)	Low (<1 day)	This month
P4 Backlog	Medium (5–10%)	High (5+ days)	This quarter
P5 Nice-to-have	Low (<5%)	Any	When resources allow

Stage-specific optimizations

Catalogs with expected-lift ranges for Top of Funnel (headline A/B, social proof placement, page speed, exit-intent popup), Middle (case studies, comparison pages, interactive demos, retargeting), Bottom (pricing redesign, checkout friction reduction, risk reversal, urgency, cart-abandonment recovery), and Post-Purchase (onboarding emails, upsell/cross-sell, referral, NPS). Full catalogs + the 12-item Pricing Page audit checklist and Checkout/Signup friction-audit checklist: references/optimizations.md.

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Phase 5: Nurture sequence integration

Map each funnel stage to the appropriate email sequence (Visitor → retargeting only; Lead → welcome 5–7 emails; Engaged → nurture 6–8; Trial → onboarding 5–7; Inactive Trial → re-engagement 3–4; Customer → loyalty; Churned → win-back 3–4).

Align traffic sources to entry points (Branded search → pricing/signup, Non-branded → blog/landing, Paid social → lead magnet, Referral → homepage/product, Direct → homepage, Email → topic-matched landing page). Full mappings: references/nurture-and-traffic.md.

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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

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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.