AGENT SKILLBY COLESCHAFFER
Funnel-audit
AT A GLANCE
Funnel-audit is a CRO agent skill from coleschaffer. Audit existing sales funnels against RMBC and CRO best practices — score each step, identify conversion leaks, and output a prioritized fix matrix. It is published in the coleschaffer/copywritingskills-rmbc GitHub repository (30 stars) under the MIT license. Install it with: npx skills add coleschaffer/copywritingskills-rmbc --skill funnel-audit
- SOURCE REPOSITORY
- coleschaffer/copywritingskills-rmbc (opens GitHub in a new tab)
- REPO STARS
- SOURCE REPOSITORY
- LICENSE
- MIT
- CATEGORIES
- SKILL.MD SIZE
- 7.3 KB160 LINES
QUICK ANSWER
- WHAT IT IS01
- Audit existing sales funnels against RMBC and CRO best practices, score each step, identify conversion leaks, and output a prioritized fix matrix. What sets it apart is how it narrows funnel-audit into one specific workflow rather than a broad, generic prompt.
- INPUTS02
- Context the agent needs: your goals, audience, constraints, and any source material the skill asks for.
- OUTPUT03
- A ready-to-use result: the analysis, copy, or recommendations the agent produces.
INSTALL
One command adds this skill from its source repository.
npx skills add coleschaffer/copywritingskills-rmbc --skill funnel-auditREAD THE SKILL.MD BELOW BEFORE YOU RUN IT. SKILLS INSTRUCT YOUR AGENT.
SKILL.MD
The full file, as published in the source repository. Copy it, download it or open it on GitHub.
ON THIS PAGE · 12
funnel-audit#
Purpose#
Audit an existing DTC sales funnel against RMBC methodology and CRO best practices. Every funnel leaks revenue somewhere — the question is where and how much. This skill evaluates each step in the funnel (traffic → landing → order → upsell → thank you → email) with per-step scoring across five dimensions. Output: a funnel health score (0-100), identification of the top 3 conversion leaks, and a prioritized fix matrix ranked by revenue impact.
Inputs#
| Input | Required | Description |
|---|---|---|
funnel_description | Yes | Detailed description of each funnel step — pages, copy approach, offers, flow |
funnel_type | Yes | One of: tripwire, webinar, vsl, quiz, free_plus_shipping, other |
funnel_url | No | Live URL to audit (if available — describe what you observe at each step) |
current_metrics | No | Existing performance data: conversion rates per step, AOV, CPA, ROAS, traffic volume |
Execution Protocol#
Step 1 — Load Framework Context#
Read rmbc-context/SKILL.md to load RMBC framework definitions. Funnel auditing applies RMBC as a diagnostic lens — Research quality determines whether copy speaks to the right audience, Mechanism consistency determines whether the "why" threads through every page, Brief alignment determines whether each page has a clear strategic job, Copy execution determines whether the words convert.
Step 2 — Map the Funnel Steps#
Identify every step in the funnel and classify it:
| Step | Type | Examples |
|---|---|---|
| Traffic | Entry point | Ad, organic post, email, referral |
| Pre-sell | Warm-up | Advertorial, quiz, webinar |
| Landing | Core offer | Sales page, VSL page, product page |
| Order | Checkout | Order form, cart, payment page |
| Upsell | Post-purchase | OTO page, bump offer, cross-sell |
| Thank You | Confirmation | Order confirmation, next steps |
| Follow-up | Welcome sequence, onboarding, ascension |
If a step is missing from the funnel, flag it as a structural gap.
Step 3 — Score Each Step#
Evaluate each funnel step across 5 dimensions. Score each dimension 0-20 points:
| Dimension | What It Measures | 0-5 | 6-10 | 11-15 | 16-20 |
|---|---|---|---|---|---|
| Message Match | Does the copy match what the prospect expects from the previous step? | No connection | Loose match | Good match | Seamless transition |
| Friction Level | How many obstacles stand between the prospect and the conversion goal? | High friction, confusing | Multiple friction points | Minor friction | Frictionless path |
| Proof Density | Is there sufficient, varied evidence to support the claims being made? | No proof | Single proof type | Multiple proof types | Stacked, specific proof |
| CTA Clarity | Is the desired action obvious, compelling, and easy to take? | No clear CTA | Vague or buried CTA | Clear CTA | Urgent, specific, visible CTA |
| Mobile Experience | Does the page work well on mobile (80-90% of DTC traffic)? | Broken on mobile | Functional but poor | Good mobile layout | Mobile-first design |
Per-step score: Sum of 5 dimensions (0-100 per step) Funnel health score: Average across all steps (0-100)
Step 4 — Identify Conversion Leaks#
Rank all steps by their scores. The bottom 3 are the primary leaks. For each leak:
- The leak — Which step and what's failing
- Revenue impact — Estimate how much revenue this leak costs (if metrics provided, calculate; if not, estimate based on typical benchmarks)
- Root cause — RMBC diagnosis: is it a Research failure (wrong audience assumptions), Mechanism failure (weak "why"), Brief failure (unclear page strategy), or Copy failure (poor execution)?
- Benchmark gap — Compare the step's performance to industry benchmarks for this funnel type
Step 5 — Build Fix Priority Matrix#
Prioritize fixes by: (Revenue Impact × Ease of Fix). Score both 1-5:
- Revenue Impact (1-5): How much revenue will fixing this recover?
- Ease of Fix (1-5): How quickly can this be implemented? (5 = copy change, 1 = rebuild)
- Priority Score: Impact × Ease (highest score = fix first)
Output Format#
## Funnel Audit: [Funnel Name/Product]
**Funnel Type:** [type]
**Steps Audited:** [count]
**Funnel Health Score:** XX/100
**Grade:** [A (80+) | B (60-79) | C (40-59) | D (20-39) | F (0-19)]
---
### STEP-BY-STEP SCORES
| Step | Message Match | Friction | Proof | CTA | Mobile | Total |
|------|:---:|:---:|:---:|:---:|:---:|:---:|
| [Step 1] | /20 | /20 | /20 | /20 | /20 | /100 |
| [Step 2] | /20 | /20 | /20 | /20 | /20 | /100 |
| ... | ... | ... | ... | ... | ... | ... |
---
### TOP 3 CONVERSION LEAKS
#### Leak 1: [Step Name] — Score: XX/100
- **What's failing:** [description]
- **Revenue impact:** [estimated or calculated]
- **Root cause:** [RMBC diagnosis]
- **Benchmark gap:** [current vs expected]
#### Leak 2: [Step Name] — Score: XX/100
[same format]
#### Leak 3: [Step Name] — Score: XX/100
[same format]
---
### FIX PRIORITY MATRIX
| Rank | Fix | Step | Impact (1-5) | Ease (1-5) | Priority | Estimated Lift |
|:---:|------|------|:---:|:---:|:---:|------|
| 1 | [fix description] | [step] | X | X | XX | +X% conversion |
| 2 | [fix description] | [step] | X | X | XX | +X% conversion |
| 3 | [fix description] | [step] | X | X | XX | +X% conversion |
| ... | ... | ... | ... | ... | ... | ... |
---
### STRUCTURAL GAPS
[List any missing funnel steps that should exist but don't]
---
### SUMMARY
- **Biggest win:** [single highest-impact fix]
- **Quick wins:** [fixes with Ease score of 4-5]
- **Requires rebuild:** [fixes with Ease score of 1-2]Quality Criteria#
-
Every funnel step must be scored — no skipping steps because they "seem fine"
-
Scores must be justified with specific observations, not just numbers
-
Revenue impact estimates must show reasoning (conversion rate × traffic × AOV)
-
Fix priority matrix must rank by Impact × Ease — not by gut feeling
-
Structural gaps must be flagged even if the user didn't mention them
-
Mobile experience must be evaluated for every step — it's not optional for DTC
-
RMBC root cause diagnosis must map to a specific phase failure, not generic "copy is weak"
-
Specificity gate: Every finding must include a number, name, or timeframe — no "needs work" or "could improve"
-
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
-
Audience journey: Each finding 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
Related Skills#
- Run
/funnel-architectureto design the ideal funnel this audit compares against - Run
/lander-copyto rewrite a low-scoring landing page - Run
/order-form-croto fix checkout conversion leaks - Run
/upsell-scriptto improve upsell page scores - Run
/thank-you-pageto optimize the confirmation step - Validate individual pages with
/rmbc-copy-audit
Attribution#
Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join (opens in a new tab)
FAQ
07 QUESTIONS
01What is the Funnel-audit agent skill?
Audit existing sales funnels against RMBC and CRO best practices, score each step, identify conversion leaks, and output a prioritized fix matrix. It is listed under CRO in the 100xLab agent skills directory.
02How do I install Funnel-audit in Cursor, Claude Code, or Codex?
Run npx skills add coleschaffer/copywritingskills-rmbc --skill funnel-audit in the project where you want it, then ask your agent for the skill by name. The --skill flag installs only Funnel-audit, not every skill in the repository.
03What does the Funnel-audit SKILL.md cover?
The SKILL.md includes sections on Purpose, Inputs, Execution Protocol, Step 1 — Load Framework Context, Step 2 — Map the Funnel Steps and Step 3 — Score Each Step. Read the full text on this page or in plain markdown at /resources/agent-skills/coleschaffer-copywritingskills-rmbc--funnel-audit--1hcg111/raw.
04Which agents can use Funnel-audit?
Funnel-audit installs with the cross-agent skills installer (npx skills add), which sets it up for agents such as Claude Code, Cursor and Codex. Each agent loads the SKILL.md when you ask for the skill by name.
05What license is Funnel-audit under?
The coleschaffer/copywritingskills-rmbc repository declares the MIT license. Read the license file in the repository before you copy or redistribute the skill.
06Is Funnel-audit free to use?
Reading, copying and installing Funnel-audit costs nothing: it is published in a public GitHub repository under the MIT license. Reuse and redistribution follow that license.
07Where is the source of Funnel-audit?
Funnel-audit comes from https://github.com/coleschaffer/copywritingskills-rmbc, which has 30 GitHub stars. The SKILL.md is at https://github.com/coleschaffer/copywritingskills-rmbc/blob/HEAD/skills/funnel-audit/SKILL.md. The author is coleschaffer.
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ATTRIBUTION
Funnel-audit was written by its original authors and is published in coleschaffer/copywritingskills-rmbc (opens GitHub in a new tab) under the MIT license. All rights stay with the original authors.
100xLab did not write, maintain or endorse this skill. This page lists it for discovery. Repo stars belong to the source repository, not to the skill. Review any skill before you install it.