── The Receipt
“12,400 opt-ins. 260 buyers. 2.1% conversion. The funnel isn’t broken - one specific page is.”
Hi -
I tore down a client’s evergreen funnel this week. On paper it looked healthy: warm traffic, decent opt-in rate, real sales. But the page-by-page numbers told a different story.
Here’s where the money was actually leaking.
Opt-in page: 41% conversion. Healthy.
Welcome → sales page: 68% click-through. Healthy.
Sales page → checkout: 4.2% click. Half the category benchmark.
Checkout → purchase: 51%. Healthy.
── The Teardown
The sales page is the leak. Three problems stacked: the headline answers a question nobody asked, the proof section is testimonials with no numbers, and the CTA shows up once - 3,400 pixels from the fold. Fix the page, the rest of the funnel does its job.
── The Whistleblow
Stop A/B testing button colors. Read your funnel’s page-by-page conversion first.
[1]Source: 2024 client P&L review · n=42 · methodology /receipts
[2]Maslach & Leiter, 2016 - burnout risk in single-operator businesses