funnel-architecture

funnel-architecture

Purpose

Design a complete DTC sales funnel from first click to post-purchase follow-up. Every funnel is a series of micro-conversions — ad click → landing page → order form → upsell 1 → upsell 2 → thank you → email sequence. Each step has a single job, a copy approach calibrated to the prospect's awareness level at that point, and a measurable KPI. This skill outputs the full blueprint: page purposes, copy strategies, conversion goals, and target metrics — ready for copywriters and designers to execute step by step.

Inputs

Input	Required	Description
product_line	Yes	Product name, category, core promise, and price range
price_points	Yes	Array of prices across the funnel: front-end, upsell 1, upsell 2, bump, subscription tier
target_audience	Yes	ICP — demographics, pain points, desires, sophistication level
funnel_type	Yes	One of: tripwire, webinar, vsl, quiz, free_plus_shipping
traffic_sources	Yes	Primary traffic channels: paid_social, native, search, email, organic

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. Funnel architecture applies RMBC at the macro level — Research determines awareness stages across funnel steps, Mechanism threads through every page as the consistent "why," Brief structures each page's strategic intent, Copy executes per-page with escalating commitment.

Step 2 — Select Funnel Template

Map the funnel type to its canonical step sequence:

Type	Steps
Tripwire	Ad → Advertorial/Presell → Landing Page → Order Form (w/ bump) → Upsell 1 → Upsell 2 → Thank You → Email Sequence
Webinar	Ad → Registration Page → Confirmation Page → Webinar → Replay Page → Order Form → Upsell → Thank You → Email Sequence
VSL	Ad → VSL Page (video + hidden CTA) → Order Form (w/ bump) → Upsell 1 → Upsell 2 → Thank You → Email Sequence
Quiz	Ad → Quiz Landing → Quiz Steps (3-5) → Results Page → Recommended Offer → Order Form → Upsell → Thank You → Email Sequence
Free+Shipping	Ad → Landing Page → Order Form (shipping only) → Upsell 1 (core offer) → Upsell 2 → Thank You → Email Sequence

Step 3 — Define Each Funnel Step

For every step in the sequence, specify:

1. Page purpose — The single job this page must accomplish
2. Awareness level — Where the prospect sits at this point (unaware → most aware)
3. Copy approach — RMBC-aligned strategy (which phase dominates this step)
4. Conversion goal — The specific action that counts as success
5. KPI target — Benchmark conversion rate for this step
6. Key elements — Must-have page components (headline, video, form fields, trust badges, etc.)
7. Transition hook — What moves them to the next step (curiosity, commitment, urgency)

Step 4 — Map Revenue Projections

Calculate funnel economics:

• Front-end AOV — Base price + bump offer take rate
• Upsell stack value — Upsell 1 take rate × price + Upsell 2 take rate × price
• Blended AOV — Total revenue per buyer across all steps
• Break-even CPA — Blended AOV × margin = maximum allowable CPA
• Target ROAS — By traffic source

Step 5 — Traffic Source Alignment

Adjust the funnel entry point and messaging for each traffic source:

• Paid Social — Hook-heavy ad, shorter presell, visual landing page
• Native — Advertorial entry, editorial tone, longer education
• Search — Intent-matched landing page, features prominent, comparison-ready
• Email — Skip presell, direct to offer with personalization
• Organic — Content-first entry, SEO-optimized landing page, trust building

Output Format

## Funnel Architecture: [Product Line]

**Funnel Type:** [type]
**Target Audience:** [ICP summary]
**Traffic Sources:** [sources]
**Price Points:** Front-end $XX | Bump $XX | Upsell 1 $XX | Upsell 2 $XX

---

### STEP 1: [Step Name]

- **Page purpose:** [single job]
- **Awareness level:** [unaware → most aware]
- **Copy approach:** [RMBC phase emphasis + strategy]
- **Conversion goal:** [specific action]
- **KPI target:** [benchmark %]
- **Key elements:** [must-haves]
- **Transition hook:** [what moves them forward]

---

[...repeat for each step...]

---

### REVENUE MODEL

| Metric | Target |
|--------|--------|
| Front-end conversion rate | X% |
| Bump take rate | X% |
| Upsell 1 take rate | X% |
| Upsell 2 take rate | X% |
| Front-end AOV | $XX |
| Blended AOV | $XX |
| Break-even CPA | $XX |
| Target ROAS | X.Xx |

---

### FUNNEL FLOW DIAGRAM

[Step 1] → [Step 2] → [Step 3] → ... → [Final Step]
  X%          X%          X%                 X%

Quality Criteria

• Every step must have exactly ONE conversion goal — no split objectives

• Awareness level must escalate logically through the funnel (never regress)

• KPI targets must be realistic benchmarks for the funnel type and traffic source

• Upsell products must logically complement the front-end offer — no random add-ons

• Revenue model must show a viable break-even CPA for at least one traffic source

• Email sequence must have a defined purpose (onboarding, consumption, ascension) — not just "follow up"

• Funnel must work on mobile — no steps that require desktop-only interactions

• Specificity gate: Every recommendation must include a number, name, or timeframe — no "optimize for conversions" or "improve flow"

• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

• Audience journey: The architecture must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

• Objection handling: Each funnel step must map which objections are resolved at that stage — if a prospect reaches checkout with unaddressed objections, the funnel leaks

Related Skills

• Run /lander-copy to write landing page copy for any funnel step
• Run /order-form-cro to optimize checkout page copy and layout
• Run /upsell-script for upsell page scripts
• Run /thank-you-page for order confirmation and post-purchase upsell copy
• Run /funnel-audit to score an existing funnel against this architecture
• Run /email-retention-sequences for post-purchase email flows

Attribution

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join