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.
Answers are saved to this device only. Cloud sync coming soon.
Related MEM tools
- AI Marketer
- MEM Discovery Profile