Funnel audit

Skill fjilvvi/growthlens/skills/funnel-audit

AI-agent skills for marketers, growth & business analysts — competitor teardowns, funnel audits, pricing analysis & more. 12 ready-to-use Agent Skills.

Install

npx -y skills add fjilvvi/growthlens --skill funnel-audit

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Map and critique a company's marketing/sales funnel from its public site — from first touch (ad/SEO/landing) through lead capture, nurture, and conversion — using an AARRR/awareness-to-action lens, and find the leaks. Use when the user asks to "audit the funnel", "map their funnel", "where are we losing people", "review our conversion path", or shares a site and wants the acquisition-to-conversion journey analyzed.

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SKILL.md

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Funnel Audit

Reconstruct the path a visitor takes from first touch to customer, and pinpoint exactly where it leaks.

What it does

Maps the visible funnel — entry points, landing experience, lead capture, nurture, and the conversion step — onto a stage model (Awareness → Interest → Consideration → Conversion → Retention, i.e. AARRR-style), then diagnoses the weakest stage and recommends fixes in priority order.

When to use this skill

"Audit this funnel: <url>."
"Map how <company> takes someone from visitor to customer."
"Where are we losing people in our funnel?"
Planning a conversion-rate or lead-gen improvement.

Inputs needed

Required: the entry URL (homepage or the specific landing page).
Helpful: the traffic source you care about (ads vs SEO vs email), the conversion goal (signup, demo, purchase, lead), and any analytics the user has (drop-off points, conversion rates).
If there are multiple funnels (e.g. self-serve and sales-led), ask which one.

Method

Identify entry points — how people arrive: SEO content, paid landing pages, homepage, lead magnets. Note the dominant one.
Walk the path stage by stage and record what happens at each:
- Awareness — the hook/first impression; message-match to the source.
- Interest — does the page build relevance and desire (problem → solution)?
- Consideration — proof, comparison, objection handling, pricing clarity.
- Conversion — the primary action: form length, CTA clarity, friction, trust at the moment of commitment.
- Retention/next step — what happens after (onboarding, email, upsell).
Find friction and leaks — at each stage, list what would cause drop-off (unclear next step, too many asks, weak proof, slow load, mismatch).
Locate the biggest leak — the single stage most likely losing the most people, and why.
Prescribe fixes — concrete, per-stage, prioritized by impact vs effort.

Output format

# Funnel Audit — <Company / page>

## TL;DR
- The funnel in one line, and the #1 leak.

## Funnel map
| Stage | What happens | Strength | Friction / leak |
|-------|--------------|----------|-----------------|
| Awareness | | | |
| Interest | | | |
| Consideration | | | |
| Conversion | | | |
| Retention | | | |

## Biggest leak
- Stage:
- Why people drop here:
- Estimated impact (qualitative):

## Message-match check
- Source → landing alignment:

## Prioritized fixes
| # | Stage | Fix | Why | Impact | Effort |
|---|-------|-----|-----|--------|--------|

Quality bar

Anchor each leak to a specific, observable cause on the page.
If the user provides real drop-off data, use it; otherwise reason qualitatively and label it as such — don't invent conversion percentages.
Distinguish the funnel you can see (public) from steps you're inferring (e.g. the email nurture you can't observe).

Common mistakes to avoid

Auditing one page in isolation instead of the journey across stages.
Listing generic CRO tips not tied to this funnel's actual weak stage.
Ignoring message-match between the traffic source and the landing page.