Marketing Funnel Guide
One client went from $2 ROAS to $6 ROAS by adding a single step to their funnel. Here's how.
A supplement brand was running Facebook ads straight to their product page. $5,000/month in spend, 2x ROAS. Not terrible, not great. They were spending $25 to acquire a customer who spent $50. After platform costs and COGS, they were basically breaking even.
We added one step: a quiz funnel. "Find Your Perfect Supplement Stack — Take the 90-Second Quiz." The quiz captured an email, recommended products based on answers, and funneled them to a personalized product page. Same $5,000 ad spend. ROAS went to 6x. Why? Because the quiz warmed people up, captured their email (so we could follow up), and sent them to a page that felt tailored to them.
That's what a marketing funnel does. It takes cold strangers and warms them up before asking for the sale. Here's how to build one.
2x → 6x
ROAS Improvement (One Client)
150+
Funnels Built
$23M+
Revenue Driven
3-5x
Avg. ROAS with Funnels
How to fix this — step by step
Map the customer journey from stranger to buyer
Your customers go through stages: Unaware (don't know you exist), Aware (saw an ad or content), Interested (clicked through, browsed), Considering (comparing, reading reviews), and Ready (add to cart, purchase). Most eCommerce brands only market to the "Ready" stage by sending traffic to product pages. A funnel puts content and touchpoints at every stage.
Build a top-of-funnel capture mechanism
The top of your funnel captures attention and an email address. Options: a quiz that recommends products ("Find Your Perfect..."), a free guide or checklist relevant to your niche, a giveaway entry, or a discount-for-email popup. This step converts cold traffic into warm leads. You now have their email address and can follow up even if they don't buy immediately — which 97% of first-time visitors won't.
Create a nurture sequence that builds trust
Once you have their email, don't immediately push a sale. Send a 3-5 email welcome series: Email 1: deliver the promised value (quiz results, guide, discount code). Email 2: brand story — who you are, why you do this. Email 3: social proof — reviews, testimonials, case studies. Email 4: educational content relevant to their interest. Email 5: product recommendation with a compelling offer. This sequence builds trust over 5-7 days.
Design your middle-of-funnel content
Middle-of-funnel prospects know about you but aren't ready to buy. Create: comparison content ("Our product vs. competitors"), FAQ pages that address common objections, video testimonials from customers, behind-the-scenes content that builds connection, and blog posts that educate on problems your product solves. Retarget this audience with these content pieces through ads and email.
Optimize the bottom of funnel for conversion
When someone is ready to buy, remove every friction point: product pages with clear benefits, social proof, and strong CTAs. Cart pages with trust badges and reassurance. Checkout with minimal fields and multiple payment options. Post-purchase upsell to increase AOV. Every step should make buying feel easy and safe.
Close the loop with retention and referral
The funnel doesn't end at purchase. Post-purchase flows, loyalty programs, referral incentives, and review requests turn one-time buyers into repeat customers and brand advocates. A customer who buys 3 times and refers 2 friends has a completely different LTV than a one-and-done buyer. Build retention into your funnel from day one.
Want us to handle this?
Even adding one step — a quiz, a lead magnet, or a nurture sequence — between your ad and your product page can dramatically improve your ROAS. You can build a simple funnel in a weekend.
But a fully optimized funnel — with testing at every stage, personalized email sequences, retargeting campaigns, and continuous optimization — is a system that compounds over time. We build these systems for 150+ eCommerce brands. If you want us to map your funnel and show you where the biggest opportunities are, that call is free.
Questions our best clients asked first
Want a custom funnel strategy for your brand?
We'll map your customer journey, identify the biggest funnel gaps, and design a system that turns more visitors into customers. Free funnel strategy call.
Pick a Time15 minutes. No pitch deck. Just your data and our honest take.
More guides
Facebook Ads Guide
Why do your Facebook ads get clicks but no sales?
Your Facebook ads aren't converting because your creative, targeting, and funnel are broken. Here's the eCommerce Facebook ads playbook from a team managing $2M+ in spend.
Learn moreEmail List Growth Guide
Brands with 10K+ engaged subscribers make 30-40% of their revenue from email. Here's how to get there.
Your email list is your most valuable asset. Here's how to grow it from 0 to 10,000+ subscribers — with tactics from a Klaviyo Gold Partner.
Learn moreEmail Automation Guide
The top eCommerce brands generate 30-40% of email revenue from automations. You're probably at 8%.
Email automations should generate 30-40% of your email revenue on autopilot. Most stores are at 8%. Here's the exact flow system from a Klaviyo Gold Partner.
Learn moreGoogle Ads Guide
Google Shopping ads have a 1.91% average conversion rate — higher than any social platform. Here's how to launch them right.
Google Ads drives the highest-intent eCommerce traffic on the internet. Here's the step-by-step setup guide from an agency managing $2M+ in ad spend.
Learn moreAd Copywriting Guide
Your ad copy sounds exactly like your competitors. That's why nobody clicks.
Your ad copy sounds like every other brand. Here's how to write eCommerce ads that stop the scroll and drive purchases — from a team managing $2M+ in ad spend.
Learn moreeCommerce Growth Guide
We've scaled 150+ eCommerce brands. The ones who break $1M all do the same 7 things.
Stuck at $50K-$100K/month? Here's the playbook for scaling past the plateau — from an agency that's helped 150+ eCommerce brands break through.
Learn moreNeed help with this?
Book a free call