I pulled the device analytics on a client's funnel last week. Sixty-three percent of their traffic was mobile. Mobile conversion rate: 1.1%. Desktop: 4.8%. They had been running ads for eight months and never once looked at the device split.
I looked at the email analytics for a client doing $18k a month in cart abandons. They were recovering about $900 of it — with one follow-up email that said 'Did you forget something?' That was the whole sequence.
I audited a funnel last month with a 42% opt-in rate and a 0.3% close rate. The copy was solid, the product was real, and the name was costing them the sale before anyone read a word.
I audited a $47/month membership with 340 active members and 30% monthly churn. The founder had been adding modules every week for six months. The content was excellent. Nobody had ever been shown where to start.
I reviewed a coaching client's funnel last quarter: 18 completed applications a week, 11 calls booked, 2 closed. At a $6,000 program price, that's an 18% close rate. Nine of those eleven calls were with people her application never filtered out.
I pulled the replay analytics on a client's webinar last month: 187 people showed up, 41 stayed to the pitch, 11 bought. The 30 who stayed through the offer and didn't buy? Got one follow-up email — the replay link. That's it.
A coach I know spent $6,200 on Facebook ads to build her email list with a free PDF. Cost per lead: $4.10. Total revenue from that list at 90 days: $2,700. She spent $6,200 to make $2,700 and called it list building. A $17 tripwire would have changed every number in that equation.
I subscribed to 40 different email lists in one month for research. Thirty-four of them sent me a welcome sequence that was 80% founder story and 20% product. Three of them made me feel like joining was the right call. Those three are the only ones I still open — and I bought from two of them within 30 days.
I audited a funnel doing $52k/month last quarter — no backend sequence, no post-checkout offers, average order value stuck at $47. Their nearest competitor was pulling $130 average order from the same cold traffic. The difference wasn't ads. It was everything that came after the first yes.
A client spent $2,400 on Facebook ads in 72 hours for a new offer launch. They got 11 opt-ins and one sale. The funnel wasn't broken — the approach was. You can't pour cold traffic into a room-temperature offer and expect fire.
I read a sales page last week that had five-star testimonials above the fold, a price reveal by paragraph three, and the buyer's actual problem buried in the FAQ. The individual sentences were well-written. The structure was a crime scene.
I audited a client's email account last month and found a 47% open rate on their dashboard. Actual opens? Nine percent. Half their list had been silently routing to spam for six months, and they'd spent four months rewriting subject lines.
A business spent $3,400 building 1,847 subscribers over eight months, then their ads went dark for two weeks and they acquired 47 new opt-ins total. Joint venture swaps are the growth channel nobody talks about because they have no dashboard — and that's exactly why they still work.
I found a creator earning $0.77 per subscriber per month from a 3,000-person list with 42% open rates and genuine audience trust — because their only revenue event was a quarterly launch. One affiliate email per month, written like a personal endorsement, closes most of that gap without building anything new.
I audited a client's Meta account and found $225,000 spent building 4,800 freebie-seekers with zero purchases in four years. A self-liquidating offer between the opt-in and the thank-you page turns ad spend into buyer acquisition — and it takes one afternoon to build.
A landing page I reviewed had eleven real testimonials — specific results, full names, dollar amounts. They were stacked below the guarantee, below the FAQ, below the second buy button. The heatmap showed 80% of visitors never scrolled past 1,400 pixels. The proof existed. Nobody saw it.
I looked at a founder's revenue breakdown last month — 4,200 buyers, one product, and every single month starting from zero. Their best customers had nowhere to go. That's not a funnel. That's a vending machine with one button.
I audited a sales page last week where the '24-hour' countdown timer had been running for three days straight — I checked in incognito, it reset to 24:00:00. The owner was spending $3,200 a month on Meta ads to deliver buyers to a page that announced it was lying before the offer ever loaded.
A founder ran 47 A/B tests in six months and their conversion rate didn't move. Every test was a button color or font size — not one touched the offer. That's not optimization, that's busy work.
A course creator's order bump converted at 4%. We changed the offer — not the copy, not the price — and it hit 31% in two weeks. That's $2,600/month in extra revenue from the same checkout page.
I audited a digital product business with a 34% refund rate on a course buyers rated 4.8 stars. The product wasn't the problem — the 72 hours of silence after the sale was.
I looked at a coaching client's email sequence stats last month. Email 1 had a 61% open rate. By email 5, we were at 9%. That's not a deliverability problem. That's a sequence with no story, no momentum, and no reason to keep reading.
I've reviewed over 200 sales pages in the past two years. The most common failure pattern isn't a bad headline — it's a great headline followed by three paragraphs about the founder's backstory while the reader is still asking what's in it for me.
I pulled a client's Meta ad account last week and counted 11 cold-traffic campaigns and exactly zero retargeting campaigns. Their pixel had collected 90,000 website visitors. They'd never shown a single follow-up ad to any of them.
A client had 14,200 subscribers and one segment. Their unsubscribe rate on broadcast days was 4.1% — they were burning 580 subscribers every single send and wondering why their list felt dead.
I audited a course funnel doing $40,000 per month in front-end sales. Their thank-you page was a confetti GIF and a link to a Facebook group. They'd left $180,000 in upsell revenue on the table in 12 months — from people who had already said yes.
I watched a prospect's VSL for 52 minutes and closed the tab at 6:14. Their conversion rate was 0.4% and they were about to spend $1,500 on a new thumbnail — the thumbnail was not the problem.
I looked at a funnel last month converting at 4.2% on a $97 offer — genuinely good numbers. But revenue had been flat for six months. There was no order bump, no upsell, no high-ticket offer. Every customer was worth exactly $97 and the owner was confused why doubling ad spend didn't double revenue.
A client of mine had 847 repeat buyers and zero affiliate program. She was running cold Meta ads at $40 CPL. She turned on a basic partner program and inside 60 days, 22 customers had sent her new buyers. Her blended CPA dropped by more than half — without a single new ad.
I audited a welcome sequence last week with 4,200 subscribers and a 3% open rate by email 3. The owner had spent $12 per lead on Meta. The list was fine. The sequence was the problem — and it was burning the relationship before a single offer was ever seen.
I reviewed 12 AI-generated landing pages last month. Could tell within 3 seconds that each was AI-written. Technically clean, logically organized, completely generic. The conversion rates were consistently bad — not because AI wrote them, but because nobody gave AI a real brief before they did.
I reviewed a $497 course sales page last month. Real results, solid testimonials, correct price. The conversion rate was 0.9% because the price sat alone on the page with no anchor, no stack, no context. Same product, same price, rebuilt presentation — 2.4% conversion rate 41 days later.
I pulled a traffic audit for a client two weeks ago. They had 62,000 people hit their sales page over 90 days, spent $14K a month on paid ads — and had zero retargeting campaigns running. Zero. Every one of those warm visitors walked out the door while the client paid to find cold replacements.
I watched a $4,200/month Meta campaign collapse from a $9 CPL to $47 in three weeks. Nothing changed except the creative had been running for 61 days — and the audience had seen it enough times to stop seeing it.
A coach had 4,200 people on her email list. She launched her $497 course. Eleven people bought. The other 4,189 had downloaded her free guide and vanished — and her opt-in rate had looked great the whole time.
I audited a checkout funnel last month — 68% of people who clicked 'buy now' never completed the purchase. The owner was planning to increase ad spend. The problem wasn't traffic. The problem was the last page in the funnel.
Three webinar funnels. Same audience size. Same ad spend. One closed at 3.4% of attendees. The other closed at 21.8%. The only variable was whether the presenter knew they were running a sales event or a masterclass.
I audited a client doing 280 checkouts per month on a $97 course with no order bump. We added a $37 bump. Month one: $9,100 in new revenue. Zero additional ad spend. The most neglected page in every funnel is the one where people already have their credit card out.
I pulled analytics on a 3,400-person email list last month — the last email sent was nine weeks ago. Open rate on the next send: 11%. Deliverability: spam folder. The list was alive. The relationship was dead.
Someone opted in for your lead magnet last Monday at 11pm. They got the confirmation email. Then nothing. By Wednesday they had signed up for two competitors and forgotten your name. Your welcome sequence was one email.
I reviewed a Facebook campaign last week that burned $4,200 in 30 days at a $112 cost per lead. The ad copy was actually decent. The target audience was Interests: Business, Marketing, Entrepreneurship — all 3.4 million of them.
I ran the numbers on a ClickFunnels account last week — front-end converting at 3.8%, owner ecstatic, no upsell sequence. They were leaving $60 per buyer on the table with every single transaction.
I fed my three highest-converting funnel pages into four different AI copy tools. One made me genuinely embarrassed about copy I'd been proud of for 18 months. Here's the honest breakdown of what works, what doesn't, and where most marketers are using these tools completely backwards.
I watched a VSL last week that spent the first 12 minutes on the founder's backstory. The cold-traffic conversion rate was 0.4%. Cold traffic doesn't owe you their attention — and your origin story is not a hook.
I just pulled retention data from a subscription funnel converting at 4.2% — month-1 churn was 38%. The owner had run 14 split tests on their opt-in page and had never once looked at what happened after the customer paid.
I ran a split test last quarter: $497 vs $997 for the same coaching program, same page, same traffic. The $997 version outsold the $497 by 2.3x. The lower price didn't feel accessible — it felt cheap.
I audited 14 webinar recordings last quarter — 11 had the same problem: 75 minutes of content, 5 minutes of pitch, 1.8% close rate. The webinar is not broken. The structure is.
I looked at two ad accounts running the same offer last month — one paid $3.47 per lead, the other paid $19.80. Same funnel, same audience, different creative. The feed is where your funnel actually starts.
I tracked a funnel that spent $30,000 on ads, generated 11,000 subscribers, and converted 94 paying customers — the lead magnet was so comprehensive it answered every question the paid offer existed to answer. That's not a list problem. That's a structure problem.
A founder spent $12,000 on a copywriter and moved conversion from 2.1% to 2.4% — then I looked at their checkout, which had 14 form fields and no order bump. The sales page was fine. The checkout was the crime scene.