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
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Traffic Sources
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v
[Homepage] ─── 100% of visitors
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v
[Pricing Page] ─── ~30% click through
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v
[Signup Form] ─── ~15% reach signup
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v
[Onboarding] ─── ~10% complete signup
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v
[Active Use] ─── ~6% reach activation
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v
[Paid Plan] ─── ~2% convert to paid
Overall: 2% visitor-to-paid conversionAdjust 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
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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