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From vivy-yi-xiaohongshu-skills
Designs customer journey and optimizes conversion paths to improve sales performance. Guides audiences through awareness, interest, desire, action, retention, and advocacy stages.
How this skill is triggered — by the user, by Claude, or both
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/vivy-yi-xiaohongshu-skills:sales-funnelThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
A sales funnel is the strategic framework that maps your audience's journey from first discovering your content to becoming paying customers. Most creators focus only on awareness (getting followers) or only on conversion (selling), missing the critical steps in between. A well-designed funnel systematically moves audiences through stages: awareness → interest → desire → action → retention → ad...
A sales funnel is the strategic framework that maps your audience's journey from first discovering your content to becoming paying customers. Most creators focus only on awareness (getting followers) or only on conversion (selling), missing the critical steps in between. A well-designed funnel systematically moves audiences through stages: awareness → interest → desire → action → retention → advocacy. The core principle: meet audiences where they are in their journey, provide value appropriate to that stage, and guide them naturally forward. On Xiaohongshu, this looks like: viral post catches attention (awareness) → valuable content builds trust (interest) → social proof and testimonials create desire (desire) → strategic CTA triggers purchase (action) → excellent product/service creates repeat buyers (retention) → delighted customers refer others (advocacy). Each stage leaks audiences—that's normal. Your job is plug leaks by optimizing each stage's content, messaging, and offers.
Key insight: Accounts with intentional funnels convert 3-5x better than those without. Why? Because they recognize that not all followers are ready to buy immediately. Only 2-5% of first-time visitors are ready to purchase now. The funnel nurtures the other 95-98% who need time, trust, and multiple touchpoints before buying. A typical conversion journey takes 5-7 touchpoints over 2-4 weeks. Most creators lose audiences by asking for sale too early (before trust exists) or never asking (leaving money on table). Effective funnels balance giving value with strategic selling—80% value content, 20% promotional content. The goal isn't to manipulate but to guide: help audiences solve problems, and when they're ready, your product/service becomes the obvious solution. Funnel optimization is about removing friction, building trust at each stage, and making the next step feel natural, not pushy.
Use when:
Do NOT use when:
Before (no funnel, random approach): ❌ "Post random content, hope someone buys" ❌ "Ask for sale immediately (no relationship built)" ❌ "All followers treated same (no segmentation by stage)" ❌ "High engagement but zero sales (trust without CTA)" ❌ "Can't diagnose where sales process breaks down" ❌ "Leave money on table (followers want to buy but aren't asked)"
After (strategic funnel, systematic): ✅ "Content maps to journey stages (awareness → interest → desire → action)" ✅ "Nurture with value, ask for sale when trust established" ✅ "Segmented messaging (different content for different stages)" ✅ "Strategic CTAs guide audiences to next step" ✅ "Track conversion at each stage, optimize leaks" ✅ "Maximize revenue per follower (higher lifetime value)"
Funnel Stages for Xiaohongshu:
| Stage | Audience Mindset | Content Goal | Key Metrics | Typical Conversion Rate |
|---|---|---|---|---|
| Awareness | "Who is this? Interesting..." | Catch attention, reach new audiences | Views, reach, impression | 100% (top of funnel) |
| Interest | "This is useful, I want more" | Provide value, build authority | Follows, saves, profile visits | 10-20% (views → follows) |
| Desire | "I want this result/product" | Social proof, testimonials, urgency | Comments, DMs, link clicks | 5-10% (followers → leads) |
| Action | "I'm buying this" | Remove friction, clear CTA | Purchases, sign-ups | 2-5% (leads → customers) |
| Retention | "This is great, I'll buy again" | Deliver value, nurture relationship | Repeat purchases, LTV | 20-40% (customers → repeat) |
| Advocacy | "Everyone needs this!" | Incentivize referrals, reviews | Referrals, user-generated content | 10-20% (customers → advocates) |
Overall Funnel Metrics:
| Metric | Calculation | Benchmark (Good) | Benchmark (Excellent) |
|---|---|---|---|
| Top-to-mid conversion | Followers / Total views | 8-12% | 15%+ |
| Mid-to-bottom conversion | Leads / Followers | 3-5% | 8%+ |
| Lead-to-customer conversion | Customers / Leads | 15-25% | 35%+ |
| Overall funnel conversion | Customers / Total views | 0.5-1% | 2%+ |
Funnel Leak Diagnosis:
| Symptom | Likely Leak Stage | Diagnosis Question | Fix |
|---|---|---|---|
| High views, low follows | Awareness → Interest | Is content valuable enough to follow? | Improve content quality, add CTA to follow |
| High follows, low engagement | Interest | Content inconsistent or off-topic? | Define content pillars, maintain consistency |
| High engagement, no leads | Interest → Desire | No social proof or clear problem-solution | Add testimonials, case studies, before-after |
| High leads, low sales | Desire → Action | CTA unclear? Price objection? | Stronger CTA, payment plan, guarantee |
| One-time buyers only | Action → Retention | Poor product experience or no follow-up | Improve product, post-purchase nurture |
| No referrals/reviews | Retention → Advocacy | Didn't ask or incentivize | Request reviews, referral rewards |
Content Strategy by Funnel Stage:
| Funnel Stage | Content Types | CTA Type | Frequency |
|---|---|---|---|
| Awareness (Top) | Trending topics, viral content, broad tips | "Follow for more" | 40% of content |
| Interest (Mid) | Value content, tutorials, how-to guides | "Save this", "Share with friend" | 40% of content |
| Desire (Bottom) | Testimonials, case studies, product demos | "Link in bio", "DM for info" | 15% of content |
| Action (Conversion) | Sales posts, offers, urgency messages | "Buy now", "Limited spots" | 5% of content |
Xiaohongshu Funnel Examples:
Example 1: Fashion Creator Selling Style Course
| Stage | Content | Example Post | CTA |
|---|---|---|---|
| Awareness | Outfit inspiration, trending styles | "5 Spring Trends to Try Now" | "Follow for daily style tips" |
| Interest | Style tips, how-to guides | "How to Build Capsule Wardrobe" | "Save this for later" |
| Desire | Student results, transformation photos | "Student went from clueless to confident" | "DM 'STYLE' for course info" |
| Action | Course enrollment, bonus offer | "Enroll this week, get free 1-on-1" | "Link in bio to enroll" |
Example 2: Skincare Brand Selling Products
| Stage | Content | Example Post | CTA |
|---|---|---|---|
| Awareness | Skincare tips, ingredient education | "3 Ingredients Your Skin Needs" | "Follow for skincare science" |
| Interest | Routine guides, product education | "AM vs PM Skincare Routines" | "Save your routine" |
| Desire | Before-after photos, reviews | "Real customer results after 30 days" | "Shop link in bio" |
| Action | Product launch, discount code | "New launch! 20% off this week" | "Click link in bio to shop" |
Understand the path your audience takes from stranger to customer.
Journey Mapping Process:
1. Define Your Product/Service:
2. Identify Customer Stages: For each stage, answer: What is customer thinking? What do they need?
Stage 1: Stranger → Aware (First接触):
Stage 2: Aware → Interested (Follower):
Stage 3: Interested → Desiring (Lead):
Stage 4: Desiring → Buying (Customer):
Stage 5: Customer → Repeat Buyer (Retention):
Stage 6: Repeat Buyer → Advocate (Promoter):
3. Document Your Funnel:
Create visual map of your customer journey:
STRANGER (100%)
↓ (sees post on explore)
AWARE (100%)
↓ (follows account) [10-20% conversion]
INTERESTED (10-20%)
↓ (saves, visits profile, clicks link) [30-50% conversion]
LEAD (3-10% of total)
↓ (makes purchase) [20-40% conversion]
CUSTOMER (1-3% of total)
↓ (makes second purchase) [20-40% conversion]
REPEAT BUYER (0.3-1% of total)
↓ (refers others) [10-20% conversion]
ADVOCATE (0.03-0.2% of total)
Develop strategic content that moves audiences to next stage.
Stage 1: Awareness Content (Top of Funnel)
Goal: Reach new audiences, catch attention, prove relevance
Content Types:
Examples:
Fashion Creator:
Business Coach:
Content Best Practices:
CTA for Awareness Stage:
Stage 2: Interest Content (Middle of Funnel)
Goal: Build trust, provide value, establish authority
Content Types:
Examples:
Fashion Creator:
Business Coach:
Content Best Practices:
CTA for Interest Stage:
Stage 3: Desire Content (Bottom of Funnel)
Goal: Create want for your product/service, social proof
Content Types:
Examples:
Fashion Creator (selling course):
Business Coach (selling coaching):
Content Best Practices:
CTA for Desire Stage:
Stage 4: Action Content (Conversion)
Goal: Trigger purchase decision, remove friction
Content Types:
Examples:
Fashion Creator (selling course):
Business Coach (selling coaching):
Content Best Practices:
CTA for Action Stage:
Identify and improve the key transition points between stages.
Conversion Point 1: Stranger → Follower (Awareness → Interest)
Current Metrics to Track:
Optimization Strategies:
Test and Measure:
Conversion Point 2: Follower → Lead (Interest → Desire)
Current Metrics to Track:
Optimization Strategies:
Test and Measure:
Conversion Point 3: Lead → Customer (Desire → Action)
Current Metrics to Track:
Optimization Strategies:
Test and Measure:
Conversion Point 4: Customer → Repeat Buyer (Action → Retention)
Current Metrics to Track:
Optimization Strategies:
Test and Measure:
Measure conversion rates at each stage to identify leaks.
Funnel Tracking Template:
| Metric | How to Measure | Current | Target | Status |
|---|---|---|---|---|
| Monthly views | Platform analytics | 50,000 | 100,000 | ⬆️ Growing |
| Follow rate | New followers / Views | 8% | 12% | ⬆️ Improving |
| Total followers | Platform analytics | 5,200 | 10,000 | ⬆️ On track |
| Profile visits/month | Platform analytics | 1,800 | 3,000 | ⬆️ Growing |
| Link clicks/month | Link tracking tool | 320 | 600 | ⬆️ Improving |
| DM inquiries/month | Manual count | 45 | 100 | ⬆️ Growing |
| Total leads | Link clicks + DMs | 365 | 700 | ⬆️ On track |
| Customers/month | Sales records | 12 | 25 | ⬆️ Improving |
| Lead-to-customer rate | Customers / Leads | 3.3% | 8% | ⚠️ Needs work |
| Repeat customers | 2nd+ purchases / Total | 18% | 30% | ⚠️ Below target |
Weekly Funnel Review Questions:
Identify where you're losing audiences and plug the holes.
Leak Diagnosis Framework:
Symptom: High awareness (views), low interest (follows)
Symptom: High follows, low engagement (likes, comments, saves)
Symptom: High engagement, no leads (no profile visits, link clicks, DMs)
Symptom: High leads, low sales
Symptom: One-time buyers only (no repeat purchases)
Symptom: No referrals or advocacy
Most leads won't buy immediately. Nurture them until ready.
Lead Nurturing Strategies:
1. DM Follow-Up Sequence:
Day 1 (Initial contact):
Day 3:
Day 7:
Day 14 (if haven't bought):
Day 30 (if haven't bought):
2. Retargeting Content:
Create content targeting people who engaged but didn't buy:
3. Email/WeChat Nurture:
Weekly value emails/WeChat messages:
Funnel doesn't end at first purchase. Maximize value over customer relationship.
CLV Optimization Strategies:
1. Upsell at Purchase:
2. Post-Purchase Follow-Up:
3. Loyalty Program:
4. Referral Program:
5. Community Building:
| Mistake | Why It's Wrong | Fix |
|---|---|---|
| Asking for sale too early | No trust built, low conversion, damages brand | Provide value first, build relationship, ask later (80/20 rule) |
| Never asking for sale | Leave money on table, followers want to buy but aren't asked | Include clear CTA, make offer, don't be shy about selling |
| Only posting awareness content | Lots of followers but no sales (leaky bucket) | Map full funnel, create content for each stage |
| Ignoring mid-funnel content | Big gap between follower and customer | Add testimonials, case studies, social proof to create desire |
| One-size-fits-all messaging | Not all followers are at same stage | Segment content: some for awareness, some for desire, some for action |
| No clear CTA | Audience doesn't know what to do next | Every post should have CTA: follow, save, share, link, DM |
| Not tracking funnel metrics | Don't know where leaking, can't optimize | Measure conversion at each stage, identify leaks |
| Focusing only on top of funnel | Lots of traffic but no revenue | Balance acquisition with conversion (20% on bottom-of-funnel) |
| Over-promoting, no value | Audience tunes out, unfollows | 80% value content, 20% promotional (value-first approach) |
| Ignoring leads who don't buy immediately | Most need nurturing, not lost leads | Automated follow-up sequences, nurture content |
| No post-purchase nurture | One-time buyers only, low LTV | Post-purchase communication, loyalty program, upsells |
| Not testing/optemizing | Leaving conversion rate on table | Continuously A/B test offers, CTAs, content at each stage |
| Funnel too complicated | Confusing, high drop-off | Simplify path: clear next step at each stage |
Case Study 1: Fashion Creator's Course Funnel
Creator: Personal style coach, 8K followers
Problem: High engagement (7% ER) but only 1-2 course sales/month
Funnel Audit Revealed:
Diagnosis: Leaky funnel at lead-to-customer stage. People interested but not buying.
Root Causes Identified:
Funnel Optimization:
1. Improved Offer:
2. Added Social Proof:
3. Payment Flexibility:
4. Created Urgency:
5. Strengthened CTA:
6. Lead Nurturing:
Results (3 months):
Key Learning: Funnel diagnosis revealed lead-to-customer leak. Fix: improved offer + social proof + payment flexibility + urgency = 6x conversion rate increase, 16x revenue.
Case Study 2: Skincare Brand's Product Launch Funnel
Brand: New indie skincare brand, 5K followers
Challenge: Launching first product line, needed sales
Pre-Launch Funnel Build (4 weeks before launch):
Week 1-2: Awareness Building
Week 3: Interest + Desire
Week 4: Pre-Launch Hype
Launch Day:
Post-Launch Nurture:
Results (Launch month):
Key Learning: Systematic pre-launch funnel built awareness, interest, desire before launch day. Result: 49% of pre-launch list converted day 1, sold out first batch. Funnel approach vs. "we're live, buy now" makes difference between flop and success.
Case Study 3: Service Business's High-Ticket Funnel
Business: Career coaching service, ¥5,000/package, 12K followers
Problem: Inconsistent leads, low conversion rate, difficult to scale
Before: Random posts, occasional "DM for coaching" CTAs, 3-5 clients/month
Implemented High-Ticket Funnel:
Top of Funnel (Awareness - 40% of content):
Middle of Funnel (Interest - 40% of content):
Bottom of Funnel (Desire - 15% of content):
Conversion (Action - 5% of content):
Lead Nurture:
Results (6 months):
Key Learning: Structured funnel with 80% value, 20% promotion = 3x more leads, 3x more clients. High-ticket sales requires nurturing (multiple touchpoints) not one-off asks. Funnel approach scaled business from ¥25K to ¥70K monthly in 6 months.
REQUIRED:
RECOMMENDED:
NEXT STEPS:
The sales funnel isn't a manipulation tactic—it's a framework for serving your audience better. Most people aren't ready to buy the first time they encounter you. They need time to discover you, learn from you, trust you, and eventually decide to buy from you. The funnel maps that journey and helps you provide the right value at the right time. Think of it like dating: you don't propose marriage on the first date. You build relationship first. Same with sales. Provide 80% value, ask for sale 20% of the time. Meet audiences where they are: some need awareness (tips and education), some need desire (testimonials and social proof), some are ready to buy (clear CTA and easy checkout). The best funnels feel helpful, not salesy. They guide audiences naturally forward, removing friction and building trust at every stage. When you optimize your funnel, you don't just increase conversion rates—you serve your audience better by helping them get results faster. That's how you build sustainable revenue and a business that lasts.
npx claudepluginhub vivy-yi/xiaohongshu-skillsMaps the complete customer journey from stranger to repeat buyer across TOFU/MOFU/BOFU stages with page templates, copy hooks, and conversion targets.
Designs marketing funnels, maps customer journeys, and models attribution. Useful for conversion path optimization, drop-off analysis, and gap analysis.
Defines high-level marketing funnel strategy including goal, target audience, price point, traffic source, and conversion path. Recommends funnel type and blueprint before coding.