sales-skills/sales-funnel

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, GoHighLevel, Kartra, WordPress, Closum, Mailchimp, GetResponse, Kit, SendPulse, VWO, Leadpages, Unbounce, Jotform, Typeform, etc.), see references/platforms.md.

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Step 4: Actionable Guidance

Page Structure for Each Funnel Step

Opt-in Page

1. Headline: State the specific outcome the lead magnet delivers (not the format).
2. Subheadline: Reinforce with timeframe or ease — "in 15 minutes" or "without X."
3. Bullet points (3–5): Benefits, not features. Each bullet = one desirable outcome.
4. Opt-in form: Name + email minimum. Ask only for what you need.
5. CTA button: Action-oriented verb + outcome ("Get My Free Guide," not "Submit").
6. Social proof (optional): Subscriber count, testimonial, or trust logos.

Sales Page (Long-Form)

1. Pre-headline: Call out the audience ("Attention course creators...")
2. Headline: Big promise or pattern interrupt.
3. Story/problem section: Agitate the pain. Use the PAS (Problem-Agitate-Solution) or AIDA framework.
4. Solution introduction: Bridge from problem to your offer.
5. Offer stack: List everything included with perceived value for each item.
6. Testimonials/proof: Scatter throughout, not just in one section.
7. Price reveal + anchor: Show total value, then actual price.
8. Guarantee: Risk reversal — 30-day, 60-day, or conditional.
9. CTA: Repeat 2–3 times throughout the page.
10. FAQ: Handle top 5–7 objections.
11. Final CTA + urgency: Deadline, scarcity, or bonus expiration.

Upsell / OTO Page

1. Headline: "Wait! Your order is not complete..."
2. Short video or copy explaining the complementary offer.
3. One-click purchase button (no re-entering payment info).
4. "No thanks" decline link — always visible, never hidden.
5. Keep it short: 300–500 words max. The decision should take under 60 seconds.

Thank-You / Confirmation Page

1. Confirm what they just got and what happens next.
2. Set expectations for delivery (check email, access link, etc.).
3. Introduce the next step: book a call, join the community, share on social.
4. This page is underused — it's prime real estate for a soft upsell or referral ask.

Copy Frameworks

• PAS (Problem-Agitate-Solution): Name the problem, twist the knife, present the fix. Best for sales pages.
• AIDA (Attention-Interest-Desire-Action): Hook, build curiosity, create want, prompt action. Best for shorter pages.
• BAB (Before-After-Bridge): Show current state, paint the dream state, bridge with your offer. Best for opt-in pages and ads.
• 4 Ps (Promise-Picture-Proof-Push): Make a bold promise, paint the outcome, show proof it works, push to action. Best for VSLs.

CTA Placement Rules

• First CTA: Above the fold or immediately after the headline/subheadline.
• Second CTA: After the main benefit section or proof section.
• Final CTA: At the bottom, paired with urgency or a guarantee reminder.
• Sticky CTA (mobile): Use a fixed bottom bar with the CTA button on mobile. Do not rely on in-page buttons alone.

Mobile Optimization

• 60–80% of funnel traffic is mobile. Design mobile-first.
• Keep opt-in forms to 1–2 fields on mobile.
• Use large tap targets (min 44px height for buttons).
• Compress images to under 200KB per image. Use WebP format.
• Test page load speed: aim for under 3 seconds on 3G.
• Avoid pop-ups that block the full screen on mobile (Google penalizes these).

A/B Testing Priorities

Test in this order (highest impact first):

1. Headline — The single biggest lever. Test completely different angles, not word swaps.
2. CTA button (text, color, placement) — Test action-oriented vs. benefit-oriented copy.
3. Hero image or video — Test video vs. static image, or different hero shots.
4. Social proof placement — Test above the fold vs. below.
5. Price presentation — Test payment plans vs. one-time, or different anchoring.
6. Page length — Test long-form vs. short-form (especially for cold vs. warm traffic).

A/B Testing Methodology

Follow this framework for every test:

• One variable at a time: Change only one element per test. Testing headline AND CTA simultaneously gives you no idea which change caused the result.
• Minimum sample size: Aim for at least 100 conversions per variant (not 100 visitors — 100 conversions). For pages with 5% conversion rate, that means ~2,000 visitors per variant. Use a significance calculator (ABTestGuide, Evan Miller, or Optimizely) if unsure.
• Statistical significance: Wait for 95% confidence before declaring a winner. Do NOT call a test early because one variant "looks better" after a few days.
• Run for full business cycles: Run tests for at least 7 days to capture weekday vs. weekend variation, even if you hit sample size sooner.
• Document and iterate: Record every test result (variant, metric, sample size, winner, lift %). Build a testing backlog and always be running the next test.

Analytics & Tracking

• Track these metrics at every funnel step: visitors, conversion rate, cost per conversion, revenue per visitor.
• Set up UTM parameters for every traffic source. Use consistent naming: utm_source, utm_medium, utm_campaign.
• Install a Facebook/Meta Pixel and Google Analytics 4 on all funnel pages. Fire standard events: PageView, Lead, AddToCart, Purchase.
• Calculate Earnings Per Click (EPC): total revenue / total clicks to funnel. This is the master metric for paid traffic funnels.
• Calculate Customer Acquisition Cost (CAC): total ad spend / number of customers. Compare to Customer Lifetime Value (LTV) — aim for 3:1 LTV:CAC minimum.

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Gotchas

1. Do not recommend specific conversion rates as guaranteed outcomes. Benchmarks vary wildly by niche, traffic temperature, and offer. Always frame them as baselines to test against, not promises.
2. Do not design upsell flows with more than 2–3 OTOs. Beyond that, buyer fatigue tanks conversions and increases refund rates. Keep it tight.
3. Do not ignore page load speed. A 1-second delay in load time can drop conversions by 7%. Always recommend image compression, lazy loading, and minimal scripts — especially for WordPress funnels.
4. Do not assume the user's traffic is warm. Cold traffic from paid ads converts very differently from an email list. Always ask about the traffic source and tailor page length, proof elements, and CTA aggression accordingly.
5. Do not conflate funnel structure with email sequences. The funnel is the page flow. Post-funnel email nurture and abandoned-cart recovery are separate concerns — point users to /sales-email-marketing for those.

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• Self-improving: If you discover something not covered here, append it to references/learnings.md with today's date.

Before recommending a specific platform skill

This skill covers a strategy domain across many platforms. Before pointing the user to any specific platform skill (any /sales-{platform} listed in ## Related skills, e.g., /sales-mailshake, /sales-klaviyo, /sales-apollo), read that platform skill's actual SKILL.md first. The 1-line description in ## Related skills is enough to identify a candidate — it's not enough to commit to it or to write a prompt that invokes it well.

How to read it:

• If ~/.claude/skills/{skill-name}/SKILL.md exists locally, Read it.
• For sales-* skills, WebFetch directly from this repo: https://raw.githubusercontent.com/sales-skills/sales/main/skills/{skill-name}/SKILL.md — e.g., for sales-mailshake: https://raw.githubusercontent.com/sales-skills/sales/main/skills/sales-mailshake/SKILL.md.
• For non-sales-* skills (third-party), look up {org}/{repo} in ~/.claude/skills/sales-do/references/skill-sources.md if installed and fetch the same skills/{skill-name}/SKILL.md path under that repo.

After reading, ground your recommendation in something concrete from the SKILL.md (its scope, a sub-flow, its argument-hint shape, or a "Do NOT use for..." negative trigger). Align any generated invocation with the platform skill's argument-hint. If the platform skill turns out not to fit the user's situation, swap to another or handle the question here directly rather than recommending a poor fit.

Related Skills

• /sales-groove — Groove.cm-specific page building, checkout, and membership setup
• /sales-checkout — Checkout page optimization, order bumps, payment processing
• /sales-email-marketing — Post-funnel email sequences, abandoned cart, nurture campaigns
• /sales-webinar — Webinar funnel strategy, registration, replay sequences
• /sales-membership — Membership site setup and retention funnels
• /sales-getresponse — GetResponse platform help (conversion funnels, landing pages, webinar funnels)
• /sales-closum — Closum platform help (landing pages, forms, omnichannel automation)
• /sales-mailchimp — Mailchimp platform help (landing pages, signup forms, email sequences)
• /sales-kit — Kit platform help (landing pages, forms, Creator Profile, Commerce)
• /sales-swai — SWAI platform help (AI-driven funnel creation, landing pages, chat widget)
• /sales-leadpages — Leadpages platform help (landing pages, pop-ups, alert bars, A/B testing, Leadmeter)
• /sales-unbounce — Unbounce platform help (landing pages, Smart Traffic AI, A/B testing, popups, sticky bars, DTR)
• /sales-sendpulse — SendPulse platform help (landing pages, email, SMS, chatbots, Automation 360)
• /sales-audience-growth — Growing an email list (lead magnets, cross-promotion, referral programs)
• /sales-digital-products — Selling digital products (platform selection, pricing, launch)
• /sales-vwo — VWO platform help (A/B testing, heatmaps, session recordings, personalization, feature flags)
• /sales-jotform — Jotform platform help (forms, payment collection, approval workflows — for the data capture step of funnels)
• /sales-typeform — Typeform platform help (conversational forms, quizzes, surveys — high-completion lead capture for funnels)
• /sales-do — Route to any sales skill by describing what you need

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Examples

Example 1: Build a Lead Magnet Funnel

User: "I want to build a lead magnet funnel for my free PDF guide on meal planning."

Approach:

1. Clarify the audience (busy parents? fitness enthusiasts?) and traffic source.
2. Recommend a 2-page funnel: opt-in page + thank-you page.
3. Opt-in page structure: headline focused on outcome ("Plan a Week of Healthy Meals in 10 Minutes"), 3–4 bullet points on what's inside, simple name + email form, CTA button ("Send Me the Free Guide").
4. Thank-you page: confirm delivery vian email, introduce a tripwire offer ($7–$17 recipe bundle) to offset ad costs.
5. Platform: recommend based on user's existing tools. For beginners, Systeme.io (free tier) or Groove.cm.

Example 2: Optimize a Low-Converting Sales Page

User: "My sales page converts at 1.2% — how do I improve it?"

Approach:

1. Ask for current metrics: traffic source, page length, offer, price, audience awareness level.
2. Compare 1.2% against benchmarks (cold traffic: 1–3% is normal; warm traffic: this is low).
3. Diagnose the most likely bottleneck: if traffic is warm and conversion is 1.2%, the page is underperforming — start with the headline and offer stack.
4. Recommend the testing priority order: headline first, then CTA, then social proof, then price presentation.
5. Provide specific headline formulas to test and suggest adding a video if there isn't one.
6. Check for mobile issues — ask if they've tested on phone.

Example 3: Product Launch Funnel with Video Series

User: "Design a product launch funnel with a 4-video series leading to a cart open."

Approach:

1. Map the Jeff Walker PLF structure: squeeze page > PLC Video 1 > PLC Video 2 > PLC Video 3 > PLC Video 4 > Cart Open page > Cart Close page.
2. Each PLC (Pre-Launch Content) video page: video embed, key takeaway bullets below, comment section (optional), CTA to next video or to join the waitlist.
3. Video content arc: Video 1 = Opportunity (why now), Video 2 = Transformation (case studies), Video 3 = Ownership (how it works), Video 4 = The Offer (full pitch).
4. Cart open page: full long-form sales page with offer stack, testimonials, bonuses, countdown timer to cart close.
5. Email sequence: daily emails during PLC phase pointing to each video, then daily during cart-open with different angles (story, FAQ, objection handling, last chance).
6. Recommend platform based on needs — Groove.cm or ClickFunnels for the page flow, paired with their native or external email tool.

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Troubleshooting

"My opt-in rate is below 20%"

• Check the headline: Is it promising a specific, desirable outcome? Vague headlines ("Get Our Free Guide") underperform specific ones ("The 5-Minute Morning Routine That Doubled My Energy").
• Reduce form fields: Every additional field beyond email drops conversion. Remove "phone" and "company" unless essential.
• Match the ad to the page: If running paid traffic, the opt-in page headline must mirror the ad copy. Disconnect = bounce.
• Test the lead magnet name: Sometimes the offer is good but the packaging is weak. Test different titles for the same asset.

"People are adding to cart but not completing purchase"

• Simplify the checkout: Remove distractions, navigation, and unnecessary form fields. One-column layout, minimal steps.
• Add trust signals: SSL badge, money-back guarantee badge, payment logos (Visa, Mastercard, PayPal) near the payment fields.
• Implement abandoned cart recovery: Redirect to /sales-email-marketing for email and SMS follow-up sequences.
• Test the price: If cart abandonment is high, consider adding a payment plan option to reduce friction.

"My upsell take rate is under 10%"

• Check relevance: The upsell must be a natural complement to what they just bought, not a random additional product.
• Reduce price friction: Price the upsell at 30–60% of the core offer. A $497 upsell after a $47 purchase feels jarring.
• Simplify the decision: One offer, one CTA, one clear benefit. Do not present multiple upsell options on the same page.
• Add urgency: "This offer is only available right now" — and mean it. Do not show the same "exclusive" upsell later in an email.