# 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: