Skill: agistack/funnel (version 1.0.0)

--- name: Funnel description: A comprehensive AI agent skill for building and optimizing marketing and sales funnels. Helps SaaS founders, marketers, and growth teams design conversion paths, diagnose drop-off points, write copy for every funnel stage, set up measurement, run systematic experiments, and turn a leaky funnel into a compounding growth engine. --- # Funnel ## The Machine That Either Works or Does Not Every business that acquires customers has a funnel. Most of them do not know what is actually happening inside it. Traffic arrives. Some of it converts to leads. Some leads become trials or demos. Some trials become customers. Some customers stay. Some expand. The numbers at each transition are either known precisely or estimated vaguely or not tracked at all, and the difference between those three situations is the difference between a growth team that knows what to fix and a growth team that argues about what to try next. The funnel is not a metaphor. It is the actual sequence of steps a prospect takes from first awareness of your product to becoming a paying customer who stays and grows. Every step has a conversion rate. Every conversion rate has levers. Every lever responds to specific interventions. The team that understands this at a granular level has a structural advantage over the team that does not, regardless of the relative quality of their products. This skill builds that understanding and the capacity to act on it. --- ## The Funnel Is Not One Thing The word funnel is used to describe processes that are genuinely different in structure, in measurement, and in the interventions that improve them. Treating them as interchangeable produces strategies that are right for the wrong funnel. A product-led growth funnel moves prospects through self-service discovery, free trial or freemium use, and conversion to paid — often with no human involvement until the customer has already experienced value. The leverage points are the product experience, the activation sequence, and the moments where value is first felt. The conversion lever is the gap between what the free experience offers and what the paid experience enables. A sales-led funnel moves prospects through awareness, lead capture, qualification, discovery calls, demonstrations, proposals, and negotiation — with sales humans involved at most stages. The leverage points are lead quality, sales process efficiency, objection handling, and proposal-to-close conversion. The conversion lever is the quality and consistency of human interactions across a pipeline that can hold hundreds of opportunities simultaneously. A content-led funnel builds audience through organic content, captures leads through gated assets or email, and nurtures those leads through education toward a purchase decision that happens on the prospect's timeline. The leverage points are content quality, SEO reach, lead magnet conversion, and the nurture sequence that moves a lead from interested to ready. Each requires different measurement, different optimization priorities, and different skills to improve. The skill identifies which type of funnel applies to your business and builds the framework appropriate to it. --- ## Measurement Before Optimization The most common funnel mistake is optimizing before measuring. A landing page is rewritten because it feels like it should convert better. An email sequence is redesigned because someone read an article about subject lines. An onboarding flow is rebuilt because the CEO had a bad experience using a competitor's product. Each of these interventions may improve the funnel. None of them are certain to, because the decision was made without knowing where the actual problem is. Funnel measurement starts with defining the stages — the specific, observable actions that constitute each step in the progression from stranger to customer — and instrumenting them with tracking that produces reliable numbers. Not vanity metrics that look good in board presentations. The conversion rates between each stage that reveal where prospects are dropping off and at what rate. The skill builds a measurement framework for your specific funnel. The events worth tracking and how to define them consistently. The conversion rates that matter most and the benchmarks that give them context. The cohort analysis that separates the behavior of new users from the behavior of users acquired under different conditions. The attribution logic that credits the right touchpoints rather than the last click or the first click by default. When the measurement is right, the prioritization becomes obvious. Fix the biggest drop-off first. Everything else is a distraction. --- ## Top of Funnel — Awareness and Acquisition Traffic that does not convert is not a conversion problem. It is a traffic problem — either not enough of it, or the wrong kind of it, or both. The top of funnel determines who enters the funnel and with what initial framing of your product. The channel mix — paid search, content and SEO, social, referral, product-led virality — determines the volume and quality of that traffic. The messaging at the point of first contact determines whether the right person recognizes that this is for them and takes the next step. The skill helps you build a top-of-funnel strategy that matches your business model and your resources. For early-stage companies without paid acquisition budget, it focuses on the channels that produce high-quality traffic without requiring ongoing spend — content, SEO, community, partnerships, product virality. For companies with acquisition budget, it covers the paid channel economics — CAC by channel, payback period, the unit economics that determine how much you can afford to spend per acquired customer — and the measurement that tells you whether the spend is working. The copy and messaging that sits at the top of funnel — the ad, the search result, the social post, the word of mouth referral — is where the audience self-selects. The skill writes this copy with the specificity that attracts the right prospect and the clarity that communicates the value proposition before the prospect has invested enough to be patient with ambiguity. --- ## Middle of Funnel — Consideration and Activation The middle of the funnel is where most of the work happens and most of the leverage lives. A prospect who has arrived at your landing page, your trial, your demo request form — they are interested enough to have taken a step. The question is whether the experience they encounter from that point forward earns the next step. Landing pages that convert well do one thing: they make the value proposition clear to the specific person who arrived, with enough evidence to reduce doubt, and a call to action that is easy to take. Landing pages that convert poorly do several things: they try to communicate everything, they address nobody specifically, they provide insufficient evidence, and they ask for too much before giving enough. The skill writes and diagnoses landing pages with the conversion principles that actually move numbers. The headline that states the outcome rather than describing the product. The subheadline that answers the objection the headline raises. The social proof that is specific enough to be believable rather than generic enough to be meaningless. The call to action that is a natural next step rather than a commitment that feels premature. For trial and freemium products, activation — the moment a new user first experiences the core value of the product — is the most important conversion event in the funnel. Users who activate become customers at dramatically higher rates than users who do not. The onboarding sequence that reliably guides new users to activation is worth more than any optimization anywhere else in the funnel. --- ## Bottom of Funnel — Conversion and Close The bottom of funnel is where intent meets friction. A prospect who has reached this stage has done significant self-selection — they are interested, they have evaluated, they are considering. The question is whether the remaining friction — pricing confusion, unanswered objections, unclear next steps, competitive alternatives still under consideration — is greater than their motivation to proceed. Conversion optimization at the bottom of funnel is not primarily a copywriting exercise. It is a friction audit. What are the specific objections that cause prospects to pause or leave? What information are they looking for that they are not finding? What commitment are they being asked to make before they feel ready to make it? What would make the decision to buy feel obviously right rather than uncertain? The skill helps you build this audit from the evidence available — user research, sales call recordings, churn interviews, support tickets from the pre-purchase stage — and translate it into specific changes to the conversion experience. It writes the objection-handling copy. It designs the pricing page that clarifies rather than confuses. It builds the trial-to-paid conversion email sequence that makes the case at the moment of decision. --- ## Retention as Funnel Extension A funnel that ends at the first conversion is a funnel that is constantly refilling from scratch. The most efficient growth funnels extend into retention — the period after the first purchase where the customer either stays and expands or churns and must be replaced. Retention is not a separate problem from acquisition. It is the downstream consequence of the promises made and kept at every earlier stage. Customers who were acquired through messaging that overpromised churn at higher rates. Customers who activated successfully — who experienced the core value early and clearly — retain at higher rates. Customers who are expanded into adjacent use cases have higher lifetime value than customers who remain at their initial commitment. The skill connects retention metrics to funnel decisions. The churn rate that reveals whether the product is delivering on acquisition promises. The expansion revenue that indicates whether customers are finding more value over time. The net revenue retention that determines whether the customer base grows or shrinks independent of new acquisition. --- ## Experimentation That Produces Learning Funnel optimization is a process of systematic experimentation — forming hypotheses about what would improve conversion at a specific stage, testing those hypotheses against real user behavior, and updating the funnel based on what is learned rather than what was hoped. The skill builds an experimentation program that produces learning rather than noise. The hypothesis format that forces clarity about what is being tested and why. The sample size calculation that determines whether a test ran long enough to produce reliable results. The analysis that separates statistical significance from practical significance. The documentation that captures what was learned so that knowledge accumulates across experiments rather than evaporating when the person who ran the test moves on. Most funnel experiments fail to move the metric they were testing. This is not a failure of the process — it is the expected result of honest experimentation. The test that confirms a hypothesis and the test that disconfirms it are equally valuable, because both eliminate uncertainty about what the funnel responds to. The only failed experiment is the one designed so poorly that its result tells you nothing.

path: examples.md
content: # Funnel — Real Usage Examples

*Copy these prompts directly into your AI agent to get started.*

---

## Quick Start Prompts

### Diagnose My Funnel

"My SaaS has 5,000 monthly visitors, 800 trial signups, 120 activations, and 40 conversions to paid. Where is my biggest problem?"

### Write Landing Page Copy

"I need a landing page for my project management tool targeting remote engineering teams. Write high-converting copy for the hero section."

### Fix My Onboarding

"My trial-to-paid conversion is 8%. Industry benchmark is 15-25%. Walk me through diagnosing what is wrong with my onboarding."

### Build Email Sequence

"I need a 7-email nurture sequence for leads who downloaded my pricing guide but have not booked a demo. Write it."

---

## Conversation Examples

### Example 1: Diagnosing Drop-Off

User: We have great top-of-funnel traffic but our trial signups are only converting at 2%. The industry average is around 5-7%. What should I look at first?

Agent: A 2% visitor-to-trial conversion suggests the problem is either in who is arriving or what they find when they get there. Start by segmenting the 2% by traffic source — if paid traffic converts at 0.5% and organic converts at 4%, you have a paid targeting problem, not a landing page problem. If all sources are equally low, focus on the landing page. The most common causes of sub-3% landing page conversion are: a headline that describes the product instead of the outcome it produces, social proof that is generic rather than specific to the visitor's role or industry, a form that asks for too much before delivering value, and a value proposition that is not differentiated enough from alternatives the visitor has already considered. Share your current landing page and I will give you a specific diagnosis.

---

### Example 2: Activation Problem

User: We get a lot of trial signups but most people never use the product after signing up. Our day-7 activation rate is about 18%.

Agent: An 18% day-7 activation rate means 82% of your trial users never experienced your core value — which means you are making acquisition decisions based on a funnel that is almost entirely top-of-funnel noise. The activation problem almost always comes down to one of three things: the time-to-value is too long, the setup friction is too high, or the user does not understand what they should do first. The most effective diagnostic is to watch session recordings of users who signed up and never returned — specifically the first session. What did they do, where did they pause, where did they leave? The answer is almost always visible in the first three minutes of the first session. Tell me what your product does and what the "aha moment" is supposed to be and I will help you design an onboarding sequence that gets users there faster.

---

### Example 3: Landing Page Rewrite

User: Here is my current hero headline: "The all-in-one platform for modern teams." Help me make it better.

Agent: That headline is a category description, not a value proposition. It could describe hundreds of products and therefore compels nobody specifically. The formula that works is: specific outcome for specific person, ideally with a time or effort component that makes it concrete. Tell me three things: what is the single most important outcome your best customers get from your product, who specifically are those customers, and what were they using or doing before they found you. From those answers I will write five headline options you can test, each anchored to a different angle — outcome, pain relief, speed, specificity, or social proof.

---

### Example 4: Trial-to-Paid Email Sequence

User: My trial ends after 14 days. I send one email at the end asking people to upgrade. My conversion rate is 6%. What should I be doing instead?

Agent: A single end-of-trial email is leaving most of your conversion leverage untouched. A 14-day trial has multiple natural conversion moments and your email sequence should be present at each one. Day 1: welcome email focused entirely on getting the user to the activation moment — not features, not pricing, just the one thing they should do first. Day 3: check-in based on whether they activated — different email for activated vs non-activated users. Day 7: mid-trial value email showing what your best users do in the first week. Day 11: urgency begins — three days left, here is what you will lose access to and here is the simplest path to keeping it. Day 13: last chance with a direct ask and the easiest possible upgrade path. Day 14: trial ended — recovery email for users who did not convert, often with a time-limited offer. This sequence typically moves trial conversion from 6% into the 12-18% range when the emails are written to the specific user's behavior rather than to all trial users identically.

---

## Power User Prompts

"Walk me through building a cohort analysis to understand why my month-3 churn is higher than month-1 churn."

"I need to write a pricing page that reduces confusion and increases conversion. What are the principles and write me a draft."

"My CAC is $420 and my average contract value is $800. Is my funnel economics viable and what needs to change?"

"Help me design a referral program that fits naturally into my product funnel without feeling forced."

"I want to run my first A/B test on my landing page. Walk me through how to design it so the results are actually meaningful."

---

*A funnel is not a set-and-forget system. It is a machine that reveals its problems through data and rewards the teams systematic enough to fix them one by one.*


path: heartbeat.md
content: # Funnel Skill — Heartbeat

*What gets measured gets managed. What gets managed gets better.*

---

## Daily — Core Metrics Pulse

"Here are my funnel metrics for today: signups [number], activations [number], conversions [number]. Anything I should pay attention to?"

Daily watch:
- Signup volume vs 7-day average — sudden drops indicate traffic or landing page issues
- Activation rate — is yesterday's cohort activating at normal rate
- Any spike in support tickets or churn signals from recent cohorts
- Paid channel spend vs conversion — is CAC holding

---

## Weekly — Funnel Health Review

"Here are my weekly funnel numbers: [visitors, signups, activations, trials, conversions, churn]. Walk me through what the data is telling me."

Weekly review covers:
- Visitor-to-signup conversion rate trend
- Signup-to-activation rate by acquisition channel
- Trial-to-paid conversion rate by cohort week
- Churn rate for the week — any spike worth investigating
- Experiment results from tests running this week

"Which stage of my funnel moved the most this week and what might explain it?"

---

## Monthly — Deep Funnel Analysis

"Run my monthly funnel deep dive. Here is my full data: [metrics by stage]."

Monthly analysis:
- Full funnel conversion rates vs prior month and vs 3-month trend
- CAC by channel — which channels are becoming more or less efficient
- LTV:CAC ratio — is the unit economics improving or degrading
- Cohort retention curves — are newer cohorts retaining better than older ones
- Revenue per visitor — the single number that captures full-funnel efficiency
- Experiment log — what was tested, what was learned, what changed

---

## Quarterly — Strategy and Prioritization

"It is end of quarter. Here is my funnel performance summary: [data]. Help me identify the single highest-leverage optimization for next quarter."

Quarterly prioritization framework:
- Which funnel stage has the largest absolute drop-off
- Which stage has the largest gap vs industry benchmark
- Which stage has the highest-confidence intervention available
- What experiments are planned and what is the expected impact

"Given everything I know about my funnel, where should my team spend its optimization energy next quarter?"

---

## Experiment Tracking — Every Test

Before launching any experiment:
"I want to test [hypothesis] by changing [element] for [audience segment]. My current conversion rate is [baseline]. Help me design this test correctly."

Experiment design checklist:
- Hypothesis stated clearly — what change, what expected outcome, why
- Sample size calculated — how long does the test need to run
- Single variable isolated — only one thing changing at a time
- Success metric defined in advance — what number determines winner
- Guardrail metrics identified — what cannot get worse

After each experiment:
"My test ran for [duration]. Here are the results: [data]. Help me interpret what this means and what to do next."

---

## Trigger Events — Use Immediately

Sudden signup drop: "My signups dropped 40% overnight. Here is what I know: [data]. Help me diagnose what happened."

Conversion rate cliff: "My trial-to-paid conversion dropped from 18% to 9% over the last two weeks. What should I investigate?"

Churn spike: "My monthly churn jumped from 3% to 7% this month. How do I figure out why?"

New channel launch: "I am about to launch [paid channel / content program / partnership]. Help me set up measurement before I spend anything."

Pricing change: "I am changing my pricing next month. Help me think through the funnel implications and what to monitor after launch."

---

*The funnel that improves consistently beats the funnel that is occasionally brilliant. Build the measurement habit and the improvement becomes systematic.*


path: skill.json
content: {
  "name": "funnel",
  "version": "1.0.0",
  "description": "A comprehensive AI agent skill for building and optimizing marketing and sales funnels. Covers funnel design, measurement, conversion optimization, onboarding, email sequences, experimentation, and retention for SaaS and digital businesses.",
  "author": "AGIstack",
  "license": "MIT-0",
  "homepage": "https://clawhub.ai",
  "keywords": [
    "funnel", "conversion", "marketing funnel", "sales funnel", "SaaS",
    "growth", "onboarding", "activation", "trial conversion", "landing page",
    "CAC", "LTV", "churn", "retention", "product-led growth", "PLG"
  ],
  "files": {
    "skill.md": "skill.md",
    "heartbeat.md": "heartbeat.md",
    "examples.md": "examples.md"
  },
  "capabilities": {
    "funnel_diagnosis": "Identifies the highest-leverage drop-off point from conversion data",
    "measurement_framework": "Builds instrumentation and tracking for every funnel stage",
    "copy_writing": "Writes high-converting copy for landing pages, emails, and CTAs at every stage",
    "onboarding_design": "Designs activation sequences that get users to value faster",
    "experimentation": "Designs and analyzes A/B tests that produce reliable learning",
    "retention_connection": "Links retention metrics back to funnel decisions and acquisition promises"
  },
  "triggers": [
    "funnel", "conversion rate", "landing page", "trial conversion",
    "onboarding", "activation", "CAC", "churn", "retention",
    "marketing funnel", "sales funnel", "product led growth", "PLG",
    "signup conversion", "free trial", "freemium", "demo conversion",
    "email sequence", "nurture", "drip campaign", "funnel optimization"
  ],
  "heartbeat": {
    "daily": "Core conversion metrics pulse and anomaly detection",
    "weekly": "Full funnel health review by stage",
    "monthly": "Deep funnel analysis with cohort and unit economics review",
    "quarterly": "Strategy review and highest-leverage optimization prioritization",
    "per_experiment": "Design and analysis framework for every test"
  },
  "audience": [
    "SaaS founders optimizing self-serve growth funnels",
    "Growth marketers responsible for conversion rate improvement",
    "Product managers owning activation and onboarding metrics",
    "Marketing teams running paid acquisition who need funnel visibility",
    "Early-stage companies building their first measurement framework"
  ],
  "openclaw": {
    "primaryEnv": null,
    "requires": {}
  }
}


Security scan verdicts — ClawScan: clean | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)