Funnel Audit Checklist - CLEAR Path System
This interactive checklist helps you identify and resolve conversion gaps at each stage of your sales funnel. Based on Chapter 5's principles of eliminating unnecessary steps, this tool will help you pinpoint opportunities to streamline your funnel and increase conversions.
Complete each section to receive a comprehensive assessment of your current funnel and prioritized recommendations for improvement.
Overall Conversion Rate
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Average Sale Value
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Monthly Revenue Impact
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Awareness Stage Audit
This stage evaluates how effectively you're attracting and engaging potential customers when they first discover your business.
Clear Value Proposition
Does your homepage pass the 7-Second Rule?
Can visitors answer what you offer, how it helps them, and what to do next within 7 seconds?
Action: Record 5 people viewing your homepage for 7 seconds, then ask them these three questions to verify clarity.
Opportunity: Redesign your hero section to clearly communicate your core value proposition, target audience, and primary call-to-action within the first screen.
Is your messaging focused on customer outcomes rather than features?
Are you communicating what customers will gain rather than technical capabilities?
Action: Review all homepage content and count how many statements focus on "you" (customer) vs. "we" (company).
Opportunity: Rewrite headline and key copy to focus on specific customer transformations or outcomes rather than product features or company history.
Traffic Engagement
Is your bounce rate under 40% on key landing pages?
Are visitors staying to explore your content rather than leaving immediately?
Action: Check Google Analytics for bounce rates on your top landing pages and note any over 40%.
Opportunity: Improve page load speed, strengthen headlines, and add compelling visual elements to decrease bounce rate.
Do you have a clear primary call-to-action on every page?
Is there an obvious next step for visitors on every page?
Action: Audit your top 10 pages and identify the primary action you want visitors to take on each one.
Opportunity: Redesign page layouts to feature a single, prominent CTA that stands out visually and offers clear value to the visitor.
Have you eliminated any unnecessary navigation or distractions?
Have you removed elements that divert attention from your main conversion path?
Action: Identify and list all clickable elements on your homepage that don't directly contribute to your primary goal.
Opportunity: Streamline navigation, remove social media icons (unless they're your primary goal), and eliminate any links that distract from your main conversion path.
Awareness Stage Notes
Interest Stage Audit
This stage evaluates how well you're nurturing prospects and building engagement with your solution.
Content Engagement
Do you provide valuable content that addresses customer questions?
Are you answering the top questions prospects have during their research phase?
Action: List the top 5 questions prospects ask before buying and verify you have content addressing each one.
Opportunity: Create an FAQ page, blog posts, or videos that directly address the most common questions prospects have before purchasing.
Is your content organized in a logical progression?
Does your content follow a clear path that guides prospects closer to a decision?
Action: Map out the content journey from awareness to purchase and identify any gaps or illogical jumps.
Opportunity: Create a structured content sequence that progressively builds understanding and moves prospects toward conversion.
Lead Capture
Do your lead forms ask for only essential information?
Have you minimized the number of form fields to reduce friction?
Action: Count the fields in your primary lead forms and justify why each one is absolutely necessary right now.
Opportunity: Reduce form fields to only what's essential for the next step (typically name and email), and collect additional information progressively.
Do you offer a valuable lead magnet that addresses a specific pain point?
Are you providing immediate value in exchange for contact information?
Action: Evaluate your lead magnets for clear, specific value that addresses an immediate problem.
Opportunity: Create highly specific lead magnets that solve immediate problems rather than generic resources. Consider templates, checklists, or calculators.
Is your opt-in conversion rate above 3%?
Are your lead capture mechanisms converting at or above industry benchmarks?
Action: Calculate your opt-in conversion rate for each lead magnet (conversions ÷ unique visitors × 100).
Opportunity: A/B test lead magnet headlines, form design, and button text to increase opt-in rates.
Interest Stage Notes
Decision Stage Audit
This stage evaluates how effectively you're helping prospects make confident purchasing decisions.
Product Presentation
Have you limited your offering to 3-5 clear options?
Have you avoided overwhelming prospects with too many choices?
Action: Count how many different product/service options you present to customers initially.
Opportunity: Restructure offerings into 3-5 clear packages with good-better-best positioning, highlighting a recommended option.
Do you clearly differentiate options with specific use cases?
Is it immediately obvious which option is right for which type of customer?
Action: For each product/service option, write a clear one-sentence description of the ideal customer.
Opportunity: Add "Best for..." statements to each option and include specific customer examples or use cases.
Social Proof
Do you display specific, results-focused testimonials?
Are your testimonials showcasing concrete outcomes rather than generic praise?
Action: Review your testimonials for specific results, metrics, or transformations achieved.
Opportunity: Replace vague testimonials with specific ones that include measurable results, and organize them by customer segment or problem solved.
Is social proof positioned at key decision points?
Have you strategically placed testimonials and reviews where customers are making decisions?
Action: Identify the exact points in your funnel where prospects typically hesitate or abandon.
Opportunity: Place relevant testimonials directly next to pricing information, at checkout, or anywhere prospects commonly hesitate.
Risk Reduction
Do you offer a strong guarantee or risk reversal?
Are you removing the risk from the purchasing decision?
Action: Evaluate your current guarantee or return policy for clarity and strength.
Opportunity: Implement a specific, strong guarantee that addresses the primary fear or objection your customers have.
Are your guarantees and policies prominently displayed?
Can customers easily find and understand your risk-reversal offers?
Action: Check if guarantees are visible near pricing, add-to-cart buttons, and checkout areas.
Opportunity: Add visual guarantee badges near prices and calls-to-action, and highlight risk-reversal in checkout flow.
Decision Stage Notes
Action Stage Audit
This stage evaluates how efficiently you're converting interested prospects into paying customers.
Purchase Process
Is your checkout or sign-up process under 5 steps?
Have you minimized the steps between decision and completion?
Action: Count every click and form submission required to complete a purchase.
Opportunity: Streamline the checkout process by combining pages, removing redundant form fields, and minimizing clicks.
Have you eliminated all unnecessary form fields?
Are you only asking for information that's absolutely required?
Action: Review every field in your checkout process and justify its immediate necessity.
Opportunity: Remove optional fields, consider guest checkout options, and collect non-essential information after purchase.
Are pricing and fees fully transparent with no surprises?
Are all costs clearly communicated before the final step?
Action: Go through your purchase process and note when shipping, taxes, or fees are first revealed.
Opportunity: Display all costs earlier in the process, consider free shipping thresholds, and make any additional fees transparent up front.
Purchase Recovery
Do you have an automated cart abandonment recovery system?
Are you following up with prospects who begin but don't complete purchases?
Action: Check if you're capturing emails before checkout and sending recovery emails.
Opportunity: Implement a 3-part cart abandonment email sequence that reminds, addresses common objections, and possibly offers an incentive.
Do you offer multiple payment options?
Are you catering to customer preferences for payment methods?
Action: List the payment methods you currently offer and check analytics for abandonment at payment stage.
Opportunity: Add popular payment methods (credit cards, PayPal, Apple Pay, etc.) and consider payment plans for higher-priced offerings.
Action Stage Notes
Retention Stage Audit
This stage evaluates how effectively you're retaining customers and encouraging repeat business.
Onboarding Experience
Do you have a structured onboarding sequence for new customers?
Are you systematically helping customers get initial value from their purchase?
Action: Map out the communications and instructions new customers receive in their first 30 days.
Opportunity: Create a welcome sequence that guides customers through initial setup, first use, and getting their first "win" with your product/service.
Do you celebrate customer milestones and successes?
Are you acknowledging and reinforcing customer achievements?
Action: Identify key success milestones that indicate customers are getting value.
Opportunity: Implement automated congratulatory messages when customers reach specific usage or success milestones.
Ongoing Value
Do you provide ongoing education and value beyond the purchase?
Are you continuing to help customers get more value from their investment?
Action: Audit the content and communication existing customers receive after their initial purchase.
Opportunity: Create customer-exclusive content, advanced tips, or usage ideas that help customers maximize their investment.
Do you have a systematic approach to gathering and acting on customer feedback?
Are you regularly learning from customers and making improvements based on their input?
Action: Review your process for collecting, analyzing, and implementing customer feedback.
Opportunity: Implement regular NPS or satisfaction surveys with follow-up processes for both positive and negative feedback.
Repeat Business
Do you have clear paths to additional purchases or upgrades?
Are you presenting relevant next steps for existing customers?
Action: Map out the customer journey beyond the initial purchase to identify upsell/cross-sell opportunities.
Opportunity: Create targeted offers for existing customers based on their purchase history and usage patterns.
Do you incentivize referrals and reviews from satisfied customers?
Are you systematically turning happy customers into advocates?
Action: Evaluate your current process (if any) for requesting and rewarding referrals and reviews.
Opportunity: Create a structured referral program that rewards customers for bringing in new business, with clear tracking and rewards.
Retention Stage Notes
Funnel Audit Summary
Review your overall funnel health and prioritize improvements based on your checklist results.
Overall Completion
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Interest
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Decision
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Priority Improvement Areas
Complete the checklist to see your recommended priority areas.
Potential Revenue Impact
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Action Plan
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