funnel-hacking

# Funnel Hacking

Reverse-engineer any live sales funnel, understand why it converts, and rebuild it for your user's brand and offer.

> **What is Funnel Hacking?** A term coined by Russell Brunson — strategically analyzing successful funnels to understand their structure, psychology, and conversion mechanics, then using those patterns to build your own. It is NOT copying. You are studying the blueprint, not photocopying the building.

---

## Ethics & Guardrails

Before you begin, internalize these rules. They are non-negotiable.

| ✅ DO | ❌ DO NOT |
|---|---|
| Study layout structure and section order | Copy any headline, sentence, or paragraph verbatim |
| Identify the funnel type and flow pattern | Reuse any images, logos, or brand assets from source |
| Analyze the Hook / Story / Offer framework | Use the source brand name, trademarks, or taglines |
| Note which JS functionality drives conversions | Clone CSS stylesheets wholesale |
| Adapt proven conversion patterns for the user | Represent the output as the source brand's work |

If you are unsure whether something crosses the line, rewrite it from scratch or ask the user.

---

## Step 1: Intake — Collect URLs & Context

Ask the user for the following. Skip anything they've already provided.

### Required
1. **URLs** — One or more live public URLs to analyze. Can be a single landing page or a full multi-page funnel.
   - Example: "Give me the URL(s) of the funnel you want to reverse-engineer."
2. **What they sell** — Their product, service, course, SaaS, etc.
3. **Who they sell to** — Their target audience.
4. **Their price point** — Determines funnel complexity.

### Optional (ask if not provided)
5. **Brand assets** — Name, logo, colors, fonts, domain. If they have a brand guide or existing site, ask for the URL.
6. **What they love** about the source funnel — Specific elements they want to keep vs. change.
7. **Existing assets** — Testimonials, case studies, media, email lists, payment processor.

### Intake Format

Record the intake in this structure before proceeding:

```
FUNNEL HACK INTAKE
==================
Source URLs:
  1. [URL] — [user's description of what this page is, if provided]
  2. [URL]
  ...

User's Business:
  Product/Service: [what they sell]
  Audience: [who they sell to]
  Price Point: [amount]
  Brand: [name, colors, fonts — or "TBD, will gather"]

What They Love About Source: [specific elements]
What They Want Changed: [specific elements]
Existing Assets: [testimonials, media, email provider, payment processor]
```

---

## Step 2: Crawl & Extract — Analyze Every Page

For **each URL** provided, use your web fetch tools to retrieve the full page content (HTML, visible text, meta tags). Then perform this systematic extraction.

> **If the user provides multiple URLs**, analyze them in funnel order (entry page first, thank-you page last). If the order isn't clear, ask.

### 2A. Page Classification

Determine what type of page this is:

| Page Type | Markers |
|---|---|
| Squeeze / Opt-in | Email form, lead magnet offer, no pricing |
| Sales Page | Long-form copy, pricing, buy button, testimonials |
| VSL Page | Video above the fold, copy below, single CTA |
| Webinar Registration | Date/time, registration form, speaker bio |
| Checkout / Order Form | Payment fields, order summary, guarantee |
| Upsell (OTO) | "Wait! One-time offer", countdown, add-to-order button |
| Downsell | Reduced offer after upsell decline |
| Thank You / Confirmation | "You're in!", delivery instructions, next steps |
| Application | Multi-field form, qualification questions |
| Bridge Page | Pre-frame content before the main offer |

### 2B. Funnel Type Classification

After classifying all pages, determine which funnel type this is. Reference `skills/funnel-select/SKILL.md` for the full decision tree:

| Funnel Pattern | Page Sequence |
|---|---|
| Opt-in | Squeeze → Thank You |
| Tripwire | Squeeze → Sales → Thank You |
| Webinar | Registration → Confirmation → Replay → Sales |
| VSL | VSL Page → Order Form → Thank You |
| Product Launch | Pre-launch (x3) → Cart Open → Sales → Checkout |
| Application | Landing → Application Form → Confirmation |
| Challenge | Registration → Daily Content (x5) → Offer |
| SaaS | Landing → Pricing → Signup → Onboarding |
| Membership | Sales → Checkout → Welcome/Login |
| E-commerce | Product → Cart → Checkout → Confirmation |
| High-Ticket | Landing → VSL/Webinar → Application → Call Booking |

### 2C. Hook / Story / Offer Breakdown

For each page, extract using Russell Brunson's framework:

**HOOK** — What grabs attention?
- Main headline (formula used: benefit-driven, curiosity, urgency, etc.)
- Sub-headline
- Above-the-fold visual (hero image, video, animation)
- Any scroll-stopping elements (counters, tickers, bold claims)

**STORY** — What builds connection and credibility?
- Origin story or founder narrative
- Problem/agitation messaging (PAS, AIDA framework used?)
- Case studies, testimonials, social proof
- Before/after comparisons
- "Why this is different" positioning
- Authority credentials, press logos, certifications

**OFFER** — What's being presented?
- Core offer description
- Price point and pricing psychology (anchoring, strikethrough, payment plans)
- Bonus stack (list every bonus, its stated value)
- Guarantee type (30-day, 60-day, results-based, unconditional)
- Urgency/scarcity (countdown timer, limited spots, price increase)
- Risk reversal language
- CTA copy (exact button text and placement frequency)

### 2D. Layout & Design Analysis

Document the section-by-section structure of each page:

```
PAGE LAYOUT: [page name]
========================
Section 1: [Hero / Above the Fold]
  - Elements: [headline, sub-headline, CTA, hero image/video]
  - Layout: [centered, split, full-width video]

Section 2: [Problem / Agitation]
  - Elements: [pain point bullets, "sound familiar?" copy]
  - Layout: [text block, icon grid]

Section 3: [Solution / Introduction]
  ...continue for eve