Market Funnel

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.

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

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