5-point optimization checklist
Five stages to audit any funnel in order, each with a checklist note, laid over a reference funnel.
How this funnel works
A review framework, not a funnel to copy. Audit the five stages in order, because a fix at stage three is wasted if stage one sends the wrong people. Each lane carries a note with the checks for that stage and a reference node so you can drop in the real page and see the numbers beside the checklist.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Landing page bounce (paid) Conversion rate · paid social and search, lower is better | 40% | 55% | 70% |
Scroll past 50 percent Conversion rate | 35% | 50% | 70% |
Primary conversion step Conversion rate · opt-in or lead form | 10% | 25% | 45% |
Checkout completion Conversion rate | 35% | 50% | 70% |
Abandon recovery Conversion rate · recovered as a share of abandoned | 3% | 7% | 12% |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Stage 1: source and page message match reviewed
- 2Stage 2: scroll and video events on the landing page
- 3Stage 3: conversion step form event verified
- 4Stage 4: purchase event carries value
- 5Stage 5: follow-up emails carry UTM parameters
- 6Biggest negative variance on the canvas named as this month's fix
More frameworks templates
All in this categoryAARRR pirate metrics
Acquisition, Activation, Retention, Revenue, Referral as five lanes with the one metric to own in each.
Acquisition and retention momentum loop
Attract, convert, deliver, retain, and refer as one loop, so retention feeds the next round of acquisition.