BMAD-METHOD/src/modules/marketing-ops/tasks/funnel-analysis.xml

<?xml version="1.0" encoding="UTF-8"?>
<task>
  <metadata>
    <id>{bmad_folder}/marketing-ops/tasks/funnel-analysis.xml</id>
    <name>Conversion Funnel Analysis</name>
    <description>Analyze conversion funnel to identify drop-off points and optimization opportunities</description>
    <module>marketing-ops</module>
    <tags>
      <tag>conversion</tag>
      <tag>funnel</tag>
      <tag>optimization</tag>
    </tags>
  </metadata>

  <instructions>
    <![CDATA[
# Conversion Funnel Analysis

## Objective
Analyze the customer journey funnel to identify drop-off points, bottlenecks, and opportunities for conversion optimization.

## Funnel Analysis Process

### 1. Define Funnel Stages

Map the customer journey with specific stages:

**Example E-commerce Funnel**:
1. Awareness: Ad impression/click
2. Visit: Landing page view
3. Engagement: Product page view
4. Consideration: Add to cart
5. Intent: Begin checkout
6. Conversion: Purchase complete
7. Retention: Repeat purchase

**Example B2B SaaS Funnel**:
1. Awareness: Content view/ad click
2. Interest: Multiple page visits
3. Consideration: Free trial signup
4. Evaluation: Feature usage
5. Decision: Sales conversation
6. Conversion: Purchase/subscription
7. Expansion: Upsell/upgrade

Customize funnel stages to your business model.

### 2. Collect Funnel Data

For each funnel stage, gather:
- **Volume**: Number of users at this stage
- **Conversion Rate**: % who move to next stage
- **Drop-off Rate**: % who leave at this stage
- **Time to Convert**: How long to move to next stage
- **Channel Attribution**: Which channels bring users to this stage

Data sources:
- Google Analytics (GA4) funnel reports
- CRM conversion data
- Product analytics
- Marketing platform data

### 3. Calculate Funnel Metrics

**Overall Funnel Performance**:
- Total funnel conversion rate (end-to-end)
- Average time to conversion
- Conversion rate by channel/source
- Conversion rate by device (mobile vs. desktop)

**Stage-by-Stage Metrics**:
For each stage:
- Users at stage / Users at previous stage = Conversion rate
- Users who left / Users at stage = Drop-off rate
- Expected vs. Actual performance

### 4. Identify Drop-Off Points

**Biggest Leaks**:
- Which stage has the highest drop-off rate?
- Which stage has the most absolute drop-off (volume)?
- Where are the biggest gaps vs. benchmarks?

**Segment Analysis**:
Compare funnel performance across:
- Traffic source/channel
- Device type
- Audience segment
- Time period
- Landing page
- Campaign

### 5. Diagnose Root Causes

For each major drop-off point, investigate:

**Possible Causes**:
- **UX Issues**: Confusing navigation, technical errors, slow load times
- **Messaging Mismatch**: Ad promise doesn't match landing page
- **Trust/Credibility**: Lack of social proof, security concerns
- **Friction**: Too many steps, required information, payment options
- **Value Clarity**: Benefits not clear, price not justified
- **Timing**: Not ready to commit, need more information

**Investigation Methods**:
- Session recordings to watch user behavior
- Heatmaps to see where users click/scroll
- User surveys to ask why they didn't convert
- A/B test results showing what worked
- Technical monitoring for errors or performance issues

### 6. Benchmark Performance

Compare to:
- **Industry Benchmarks**: Standard conversion rates for your industry
- **Historical Performance**: Your own past performance
- **Competitor Analysis**: What conversion rates are achievable
- **Best-in-Class**: Top performers in your category

Typical Benchmarks:
- E-commerce checkout completion: 50-70%
- Email signup from landing page: 5-15%
- Free trial to paid conversion: 15-30%
- Add-to-cart to purchase: 60-80%

### 7. Prioritize Optimization Opportunities

Use impact framework:
- **High Impact, Low Effort**: Quick wins, implement immediately
- **High Impact, High Effort**: Strategic projects, plan carefully
- **Low Impact, Low Effort**: Nice-to-haves, fill time if available
- **Low Impact, High Effort**: Avoid, not worth resources

Calculate potential impact:
- Current conversion rate: 2%
- Target conversion rate: 3% (+50% improvement)
- Weekly traffic: 10,000 users
- Impact: 100 additional conversions/week
- Value at $50 AOV: $5,000/week = $260K/year

### 8. Develop Optimization Recommendations

For each drop-off point, recommend:

**Quick Wins** (implement this week):
- Remove unnecessary form fields
- Add trust badges and security seals
- Improve error messaging
- Simplify navigation
- Add progress indicators

**Tests to Run** (A/B test next 2-4 weeks):
- Headline and copy variations
- CTA button color, size, text
- Social proof placement
- Pricing presentation
- Checkout flow variations

**Strategic Improvements** (longer-term projects):
- Redesign landing page/checkout
- Implement live chat
- Build email nurture sequence
- Develop retargeting campaigns
- Create educational content

## Deliverables

1. **Funnel Visualization** - Clear diagram showing stages, volumes, conversion rates
2. **Drop-off Analysis** - Identification of biggest leaks with root causes
3. **Benchmark Comparison** - Performance vs. industry standards and goals
4. **Optimization Roadmap** - Prioritized list of improvements with expected impact

## Success Criteria

- All major funnel stages are measured and analyzed
- Root causes identified for top 3 drop-off points
- Recommendations are prioritized by impact and effort
- Expected impact is quantified for key optimizations
- Quick wins are identified for immediate implementation
    ]]>
  </instructions>
</task>