Lesson 4 of 6
Funnel basics — traffic, product page, checkout, follow-up
Learning objectives
- Map your ecommerce or service funnel end-to-end
- Find the biggest leak in the funnel
- Improve one stage, not all four at once
- Connect funnel maths to revenue
What 'funnel' really means
Funnel = the journey from attention to purchase or enquiry. Ecommerce: ad/content → product page → cart → checkout → post-purchase. Service: content/ad → profile/service page → enquiry → consultation → payment/onboarding.
One leak ruins the whole funnel
A drop at any stage compounds. CVR improves when the page, proof, offer and checkout are aligned. Fix the biggest leak first — chasing all four at once is how teams stay busy without improving anything.
Founder insight — Derrick Twum
Pretty creative with a broken checkout is a great way to fund Meta and lose money.
Key takeaway
Find the biggest funnel leak, fix it, then move on. One stage at a time.
Reflection questions
- 1Where do you suspect your biggest leak is?
- 2What evidence do you have?
- 3What's one improvement you can test in the next two weeks?
Action task
Map your funnel from traffic to follow-up. Mark the biggest leak. Pick one improvement to ship.
Worksheet
Work through these prompts. Answers save to this device.
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Related MEM tools
- AI Marketer
- MEM Discovery Profile