/market-funnel

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.

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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
===================

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

Overall: 2% visitor-to-paid conversion

Adjust this template to match the actual funnel discovered on the site.

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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 |