So, your sales funnel isn’t converting. You think your offer is pretty bomb-dot-com. You’re pretty sure each piece of your funnel is strategic and important. What gives? I see this all the time, friend. And the thing is, your funnel probably is pretty great and well thought out. But it’s important to do a run-through from top to bottom in order to identify sales funnel problems that might be leading to stalled conversions.

 

By running through this checklist, you should be able to uncover the missing link or shoddy piece of the funnel—and then fix it—so you can start reaching more people in your target audience and making conversions. Yes, please!

 

 

I recommend starting at the beginning or top of the funnel and working your way through each step and seeing how effective it is.

 

 

First look at: Are people clicking and engaging with your ads? If not, you might have either a targeting problem or an ad problem. (I.e., the ad isn’t appealing in its language, images, or overall content.)

 

Try adjusting your targeting, image, and/or the copy. Play with a few versions to see what works best. You can do long-form copy, short-form, story-based, results-based, or objection-based. Try different images with faces and objects (like flat lays). Different messaging and imagery appeal to different audiences, so test a few things to see what your audience prefers.

 

 

If it’s an opt-in page, are they choosing to opt-in? If not, you might have a landing page problem. Landing pages should have a high conversion rate because you’ve likely honed your ad to target a specific audience, and those who click through to land there are people who should have a significant interest.

 

If your page doesn’t have a high conversion rate, adjust your messaging first. The best landing pages address the problems your target audience is facing head on, and then point to how your offer is the solution.

 

Also take a look at the functionality of the page. Is it clear how to take the next step? Are there links to click away? Ideally there is only ONE thing to do on a landing page: opt in or buy.

 

 

Are they not moving along in the funnel? If not, it’s typically one of three problems:

 

Not a great offer. It’s not what your audience actually needs or wants.

Your messaging isn’t working. It’s not connecting with your audience’s desires and pain points.

Your funnel doesn’t have enough steps. You’re asking them to buy too quickly, before they know and trust you.

 

Think through each of these possibilities and adjust your offer, messaging, or funnel as needed. Sometimes small tweaks can make a HUGE difference.

 

 

Essentially when diagnosing funnel performance, you want to start at the top of the funnel and work your way through as if you were a prospect. When you break it down piece by piece, it will become clear where people are getting tripped up, and that’s where you can start to tweak your funnel.