Funnel Audit Worksheet

How to use it

Built as working context, not shelfware.

This resource is meant to be useful inside the tools where product work now happens: your codebase, your notes, and your AI-assisted workflow.

Paste the markdown into Claude, ChatGPT, Cursor, Codex, Gemini, or another AI agent as reusable project context.

Use it before a planning, implementation, review, or audit session so the agent has constraints, criteria, and working structure up front.

Adapt the sections to your product, team, or repo before asking the agent to execute against it.

Markdown previewfunnel-audit-worksheet.md

# Funnel Audit Worksheet

Use this worksheet to diagnose where a product or landing flow is leaking users and why.

## 1. Funnel Snapshot

- Product or page:
- Audience:
- Main conversion:
- Current conversion rate:
- Target conversion rate:
- Review period:
- Traffic sources:
- Main constraint:

## 2. Funnel Map

| Stage | User action | Current rate | Target rate | Evidence source | Owner |
| --- | --- | --- | --- | --- | --- |
| Awareness |  |  |  |  |  |
| Landing |  |  |  |  |  |
| Signup / lead |  |  |  |  |  |
| Onboarding |  |  |  |  |  |
| Activation |  |  |  |  |  |
| Purchase / upgrade |  |  |  |  |  |
| Retention |  |  |  |  |  |

## 3. Diagnosis Questions

### Awareness

- [ ] Is the traffic qualified?
- [ ] Are campaigns aligned with the landing page message?
- [ ] Are search snippets or ad previews accurate?
- [ ] Are users arriving with enough intent?

### Landing

- [ ] Does the first viewport explain the offer?
- [ ] Is the primary CTA visible and specific?
- [ ] Is proof shown before users lose interest?
- [ ] Is the page fast enough on mobile?
- [ ] Does the page answer the strongest objection?

### Signup Or Lead Capture

- [ ] Are required fields truly necessary?
- [ ] Are privacy expectations clear?
- [ ] Are errors understandable?
- [ ] Does the user know what happens after submitting?
- [ ] Are calendar, payment, or email steps working end to end?

### Onboarding

- [ ] Does onboarding lead to first value, not just setup completion?
- [ ] Are defaults used where possible?
- [ ] Are integrations or permissions explained?
- [ ] Are empty states useful?
- [ ] Can users skip steps without breaking the experience?

### Activation

- [ ] Is activation defined by a real user outcome?
- [ ] Is time-to-value measured?
- [ ] Are users blocked by missing data, unclear copy, or technical setup?
- [ ] Is the next action obvious after first value?

### Purchase Or Upgrade

- [ ] Is pricing understandable?
- [ ] Are plan differences clear?
- [ ] Is trust handled before payment?
- [ ] Are coupons, taxes, and billing cycles clear?
- [ ] Are failed payments recoverable?

### Retention

- [ ] Does the product create a repeatable workflow?
- [ ] Are reminders or notifications useful, not noisy?
- [ ] Are users seeing progress or accumulated value?
- [ ] Are churn signals visible early?

## 4. Evidence Table

| Finding | Evidence | Severity | Proposed fix | Expected impact | Effort |
| --- | --- | --- | --- | --- | --- |
|  |  | High / Medium / Low |  |  |  |
|  |  | High / Medium / Low |  |  |  |
|  |  | High / Medium / Low |  |  |  |

## 5. Prioritization

Score each fix from 1 to 5.

| Fix | User impact | Business impact | Confidence | Effort | Priority |
| --- | --- | --- | --- | --- | --- |
|  |  |  |  |  |  |
|  |  |  |  |  |  |
|  |  |  |  |  |  |

## 6. Experiment Plan

- Hypothesis:
- Segment:
- Change:
- Metric:
- Guardrail metric:
- Duration:
- Decision rule:
- Rollback condition:

Built as working context, not shelfware.

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