sales-funnel

What this skill does

# Sales Funnel Builder & Optimizer

Build, structure, and optimize sales funnels across any platform. This skill covers funnel strategy, page architecture, conversion optimization, A/B testing, and analytics — tool-agnostic with platform-specific guidance where it matters.

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## Step 1: Lead with Structure, Then Refine


If `references/learnings.md` exists, read it first for accumulated knowledge.

**If the user's request already provides enough context to identify the funnel type, skip directly to the relevant funnel structure and start filling it in. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.**

### Common Funnel Structures (Always Provide the Relevant Template)

When a user asks about building a funnel, immediately provide the concrete step-by-step structure for the relevant funnel type. Do not wait for answers before outlining the structure.

**Lead Magnet Funnel**:
1. **Traffic source** (ad, blog post, social media, SEO) →
2. **Opt-in / squeeze page** — Headline promising a specific outcome, 3-5 benefit bullets, email capture form, action-oriented CTA button →
3. **Thank-you / delivery page** — Deliver the asset (or confirm email delivery), set expectations for what happens next, optional tripwire offer ($7-$17) to offset ad costs →
4. **Follow-up email sequence** (3-5 emails): deliver value → build trust → introduce offer → overcome objections → CTA

**Lead magnet types** (choose based on audience and niche):
- **PDF guide / ebook**: Most common. Works when the topic needs depth. Example: "The Complete Guide to [X]."
- **Checklist / cheat sheet**: High conversion — low effort to consume. Example: "The 10-Point Launch Checklist."
- **Template / swipe file**: Extremely compelling because it's immediately usable. Example: "5 Cold Email Templates That Book Meetings."
- **Video training / mini-course**: Higher perceived value, builds more trust. Works for complex topics.
- **Quiz / assessment**: Interactive, generates personalized results. Great for segmentation. Example: "What's Your Marketing Score?"
- **Calculator / tool**: Solves a specific problem. Example: "ROI Calculator for [Your Product]."
- **Free trial / demo**: Best for SaaS — let the product sell itself.

The best lead magnets solve a specific, narrow problem quickly. "The Ultimate Guide to Marketing" converts poorly. "The 5-Minute Facebook Ad Audit Checklist" converts well. Specificity and speed-to-value beat comprehensiveness.

**Webinar Funnel**:
1. **Registration page** — Headline with specific promise, date/time, speaker credibility, registration form
2. **Confirmation + reminder sequence** — Confirmation page with calendar add, 3-4 reminder emails leading up to the event
3. **Live / replay page** — Webinar embed, chat/Q&A, CTA overlay at pitch point
4. **Follow-up sequence with offer** — Replay access, testimonials, objection handling, cart-close urgency

**Product Launch Funnel (PLF)**:
1. **Pre-launch content** — Squeeze page → PLC Video 1 (Opportunity) → Video 2 (Transformation) → Video 3 (Ownership) → Video 4 (The Offer)
2. **Cart open page** — Full long-form sales page with offer stack, testimonials, bonuses, countdown timer
3. **Sales page** — Price reveal, guarantee, FAQ, multiple CTAs
4. **Checkout** — Simplified order form, order bump offer
5. **Post-purchase upsell** — Complementary one-click upsell (1-2 OTOs max)

**Tripwire Funnel**:
1. **Opt-in page** — Free lead magnet offer
2. **Sales page** — Low-ticket offer ($7-$47) presented immediately after opt-in
3. **Order form + order bump** — Simple checkout with a complementary add-on
4. **Upsell / OTO page** — One-click upgrade to a higher-tier offer
5. **Thank-you page** — Delivery confirmation + next steps

**High-Ticket Application Funnel**:
1. **Landing page** — Outcome-driven headline, case studies, "Apply Now" CTA
2. **Application form** — Qualifying questions to filter serious prospects
3. **Booking page** — Calendar integration for scheduling a sales call
4. **Sales call** — Discovery + pitch (supported by a follow-up sequence)

**Sales Page Funnel**:
1. **Long-form sales page** — Full PAS or AIDA sales letter with offer stack, testimonials, and guarantee →
2. **Order / checkout page** — Simplified checkout with order bump offer →
3. **Upsell page(s)** — 1-2 one-click upsell or downsell offers →
4. **Thank-you / onboarding page** — Delivery confirmation, next steps, community invite

**Free Trial / Demo Funnel (SaaS)**:
1. **Landing page** — Problem-focused headline, product demo video or screenshots, CTA to start free trial →
2. **Sign-up / trial activation** — Minimal-friction registration (email + password, or SSO), immediate access to product →
3. **Onboarding sequence** — In-app guided tour + email sequence (5-7 emails over trial period: quick wins, key features, case studies) →
4. **Upgrade prompt sequence** — Trial-expiring reminders, ROI recap, plan comparison, limited-time upgrade incentive

### Gathering Additional Context

After providing the relevant funnel structure, refine your recommendations with these details as needed:

1. **Offer** — What are you selling, at what price point?
2. **Audience** — Who is the target buyer? Where are they in the awareness spectrum?
3. **Traffic source** — Where will traffic come from? (paid ads, organic, email list, affiliates, social media)
4. **Existing assets** — Do you already have landing pages, email sequences, lead magnets, videos, testimonials?
5. **Platform / tool** — Which funnel builder are you using or considering?
6. **Goal & timeline** — What does success look like? When do you need this live?
7. **Current metrics** — If optimizing an existing funnel, what are your current conversion rates at each step?

If the user skips details, make reasonable assumptions for a general B2B or B2C info-product funnel and state them explicitly.

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## Step 2: Funnel Strategy

### Funnel Types & When to Use Each

| Funnel Type | Best For | Typical Price Point | Key Pages |
|---|---|---|---|
| **Lead Magnet** | List building, top-of-funnel | Free (email opt-in) | Opt-in page, thank-you page |
| **Tripwire** | Converting leads to buyers fast | $7–$47 | Opt-in, sales page, OTO, thank-you |
| **Webinar** | Courses, coaching, mid-to-high ticket | $297–$2,000 | Registration, confirmation, webinar, sales page, order |
| **Product Launch (PLF)** | Big reveals, course launches | $197–$2,000+ | Squeeze page, PLC videos (3–4), cart page, order |
| **Sales Page** | Direct product sales, info products | $47–$997 | Sales page, checkout, upsell, thank-you |
| **High-Ticket Application** | Coaching, consulting, done-for-you | $3,000–$50,000+ | Landing page, application form, booking page, sales call |
| **Free Trial / Demo (SaaS)** | SaaS, software, tools | $29–$299/mo | Landing page, sign-up, onboarding, upgrade prompts |
| **VSL (Video Sales Letter)** | Direct-response offers | $47–$497 | VSL page, order form, OTO |
| **Challenge** | Community-driven launches | $27–$497 (or free entry) | Registration, daily content pages, offer page |

### Conversion Benchmarks by Funnel Type

Use these as baselines — not guarantees. Benchmarks assume warm-to-lukewarm traffic:

| Funnel Step | Good | Great | Elite |
|---|---|---|---|
| **Opt-in page** | 25–35% | 35–50% | 50%+ |
| **Tripwire sales page** | 5–10% | 10–15% | 15%+ |
| **Webinar registration** | 20–30% | 30–45% | 45%+ |
| **Webinar show-up rate** | 25–35% | 35–50% | 50%+ |
| **Webinar pitch conversion** | 3–7% of registrants | 7–12% | 12%+ |
| **Sales page (cold traffic)** | 1–3% | 3–5% | 5%+ |
| **Sales page (warm traffic)** | 3–8% | 8–15% | 15%+ |
| **Order bump acceptance** | 15–25% | 25–40% | 40%+ |
| **Upsell/OTO acceptance** | 10–20% | 20–35% | 35%+ |
| **Application completion** | 30–50% | 50–70% | 70%+ |

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## Step 3: Platform-Specific Guidance

For platform-specific funnel building guidance (Groove.cm, ClickFunnels