The Sales Funnel Health Check
Answer the questions by clicking on the one that calls to you the most. Take your time and move through them one at a time.
First impressions. Land on your sales page in an incognito window. Within a few seconds, is it clear what this offer is, who it's for and what to do next? Or do you have to scroll and hunt to work it out? Don't skip this step.
Signposting. Scroll down the page. Is there one clear call to action? Make sure there are no multiple calls to action. Confused visitors leave.
Exit routes. Look at what else is on your sales page. Is there a navigation menu, footer links or anything else giving visitors an easy way to leave before they buy? A sales page has one job, so every link that isn't your call to action is an exit. Count how many ways someone can leave your page without buying.
Check your mobile. View your sales page on your mobile, not just your desktop. Two thirds of your visitors are likely to be on mobile. Does the page load quickly, do the links and calls to action work and is everything readable?
Ready to buy. Click the buy button and go through to the final payment step (stop before paying). Any surprises such as an unexpected price, a form asking for too much information or a clunky checkout page? If it made you hesitate then you can bet it's making buyers hesitate. Are you happy with how it works?
The Headline. The very first thing a visitor reads. Does it name the outcome or transformation they can expect, or does it just name your product or service? People don't buy products or services, they buy outcomes and transformations. Does your headline name the transformation?
Who it's for. Is it really clear who your product or service is for, so the right person thinks "this is me" within seconds of landing on your page?
The problem you solve for customers. Do you have a short introduction showing you understand their problem? People buy when they feel understood.
What they get. Does your page lead with the transformation first, then the mechanics (modules, calls, bonuses) after?
The price. Is your pricing clearly visible, with simple pricing packages in place? One word of advice: don't overcomplicate.
Social proof. Can you show you can do what you're saying you're going to do? Testimonials, results, credentials. Evidence this works for people like them. Do you have this on your sales page?
One call to action. Ideally the same call to action with the same wording, appearing at natural decision points down the page. Is that what yours does?
FAQ section. Are questions answered before they're asked? For e.g. How long it takes, what if it's not right for me, usually a short FAQ or guarantee.
Click every link. Every button, every menu item, every link on your sales page and checkout. Do they all go where they should?
Make a purchase. Use your platform's test mode or create a 100% discount code and go through the whole buying process end to end. Did the payment go through and access arrive immediately and without a manual step from you?
Check the confirmation email. The email delivered after purchase. Is it accurate, on brand and clear about what happens next?
Read your onboarding emails. The emails a new buyer receives automatically after purchase. Audits regularly reveal old pricing, retired offers, broken links and out of date branding. Are they current?
Check the customer journey. Do these emails guide the buyer to what they've just purchased and then toward a next step?
Double check your automations. Tagging the buyer, granting access, triggering the onboarding emails. Do a test purchase and check each step happens without you touching anything. Do you have a fully automated sales system?
Look for automation clutter. Old automations still running from past launches, duplicated tags and anything you can't explain the purpose of anymore.
Where does your traffic come from? List every route people take to reach this sales page: social posts, emails to your list, your bio link, referrals, ads. Do you have clear routes bringing people in?
How many people can you actually reach? Not follower counts, reach. How many people see a typical post or open a typical email? Your platform stats will tell you.
How warm is your audience? Warm means they know you, hear from you regularly and engage with you. An email list that hasn't heard from you in three months isn't warm, whatever its size. Rate your audience honestly.
Are they your ideal client? Roughly what proportion of your audience matches the buyer this offer is for? A small engaged audience beats a larger audience who are not your ideal client.
Are they converting? Typically around 1 to 3% of people who see your offer will buy. If you can reach around 100 people then 1 to 3 will buy. Does that number support your sales expectations?
Take the Quiz To Discover Your Biggest Funnel Leak
You’re going to test your own sales funnel as if you were the potential client, so it’s worth setting aside some time to do this.
Before you start:
Decide on the offer you want to test. It could be a course, community or coaching programme. Open your sales page in an incognito window so you see it exactly as a potential client would.
Each question asks you to check one part of your funnel, then answer it:
Yes - it does its job
Needs Attention - it exists but it’s not doing its job properly, like a confusing call to action or an out of date email
No - it doesn’t work at all or it’s missing completely
Mark one answer per question. Don't overthink it. Your first instinct is usually right.
