Kajabi sales funnel: which page loses buyers

A funnel is a chain: an opt-in page, a sales page, a checkout and then any offers after the purchase. Each handover carries something forward, such as the email the visitor typed, the name of the offer, or the price. The visitor only sees the page in front of them, so they judge each one by what the last page said. A free guide on the opt-in page that turns into a paid program at checkout, with no sign the guide is still included, looks like a trap. Visitors leave there without any error to report.

• Click the main button on each page in order. Does it open the page the funnel says comes next?
• Enter your email on the first page. Does the checkout ask for it again?
• Compare the offer name and price on the sales page with the checkout. Do they match?
• Find any button that opens a page outside the funnel. Where does the visitor end up?
• Repeat the walk on a phone. Does the same button lead to the same page?

A sales funnel is built as a sequence, but a visitor does not see the sequence. They see one page, one main button and one decision. The opt-in page collects an email in exchange for something. The sales page explains the offer and its price. The checkout takes payment, and the pages after it, if you have them, add an offer or confirm the order. The buyer carries a few things across these pages without noticing, the email, the offer they chose and the price they agreed to. A handover breaks when one of those things changes or goes missing, and the page after it has no way to say so.

A button can open the wrong page. It may point at an older version of the sales page, a draft, or a page that exists only in the editor, so the visitor lands on a page they did not expect. An offer can change between two pages. The sales page says one name and one price, and the checkout shows a plan with a different name, or the price with a setting the visitor did not pick. An email can be asked for twice. The checkout asks for the email again, even though the visitor typed it two pages back, and the visitor is not sure the funnel remembers them.

The walk ends at the payment step, because a visitor cannot pay with a real card. That is the last point the test can reach. The upsell page, the thank you page and the receipt email all come after it, and each can break in its own way: an upsell that offers a product the buyer did not pick, or a receipt that names the wrong offer. Check them by hand, using whatever test purchase your payment setup gives you, and check the address the receipt goes to.

The walk gives you the exact handover where a visitor left, and what the page showed them at that point. Put that page next to the one before it, and the mismatch is usually in the offer name or the price. It does not give the rate at which visitors leave, so use your analytics for that, and a live experiment to compare two versions of a page.

Testing a checkout flow

Every new page, button or offer you add to the funnel becomes a new handover, and each one can drop the visitor's email or change the price they saw. Run the same visitors through the funnel after each change. Send visitors from every source you buy, since an ad, an email and a search can land on different pages. If the funnel sits behind a member login, give the visitors a test account to sign in with.