A teardown of the $33M Bevel Marketing funnel. Every step from a Visitor being Acquired to being Converted into a Customer.

1. $33M
BEVEL
MARKETING FUNNEL
— from —
Walker & Co. Brands

2. FROM
VISITOR
— to —
LEAD
the “OPT-IN” funnel
ACQUISITION

4. EXIT INTENT POP-UP

5. EXIT INTENT POP-UP
WEAK LEAD MAGNET:
!

6. EXIT INTENT POP-UP
WEAK LEAD MAGNET:
!
Conversion %

7. EXIT INTENT POP-UP
NO VALUE given up front!
WEAK LEAD MAGNET:
!
Conversion %

8. POSSIBLE FIX …

9. Run a QUIZ/SURVEY
… like Dollar Shave Club

10. It delivers VALUE up front …
Run a QUIZ/SURVEY
… like Dollar Shave Club

11. It delivers VALUE up front …
Run a QUIZ/SURVEY
… like Dollar Shave Club
Chance to Ask for Email Address
to Reveal Results

12. Run a QUIZ/SURVEY
… like Dollar Shave Club
Chance to Ask for Email Address
to Reveal Results
It delivers VALUE up front …
Higher Conversion %

13. FROM
LEAD
— to —
CUSTOMER
the “CONVERSION” funnel
ACTIVATION
$

14. Strong Copy & Value Prop

15. Strong Copy & Value Prop
NOT THE BEST ...
CTA (call-to-action)

16. …. Goes to the Offer Page
for the subscription

17. THIS IS THE CORE OFFER

18. No “smaller offers” or tiers available at first glance.

19. No “smaller offers” or tiers available at first glance.
It’s …
SUBSCRIPTION or NOTHING.
A huge commitment for a first timer on site.

20. POSSIBLE FIX …

21. UNBUNDLE
The CORE offer for first timers
POSSIBLE FIX …

22. $27
SINGLE ITEMS💰
UNBUNDLE
The CORE offer for first timers
POSSIBLE FIX …

23. $27
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
SINGLE ITEMS💰
POSSIBLE FIX …
UNBUNDLE
The CORE offer for first timers

24. $27
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
SINGLE ITEMS💰
Targeted to
“warmer audience”
POSSIBLE FIX …
UNBUNDLE
The CORE offer for first timers

25. $27
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
$199
PROFIT MAXIMIZER:
ELECTRIC RAZOR💰
SINGLE ITEMS💰
POSSIBLE FIX …
UNBUNDLE
The CORE offer for first timers

26. SINGLE ITEMS
$27
💰
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
$199
PROFIT MAXIMIZER:
ELECTRIC RAZOR💰
— value
POSSIBLE FIX …
UNBUNDLE
The CORE offer for first timers

27. BEVEL 💰 STAIRCASE
SINGLE ITEMS
$27
💰
CORE OFFER:
SUBSCRIPTION
$29.95/m
1st month - $69.95
💰
$199
PROFIT MAXIMIZER:
ELECTRIC RAZOR💰
— value

28. THE
CHECK-OUT
FUNNEL
MONETIZATION

30. SINGLE CTA
on page lowers
abandonment

31. … Let’s GET STARTED
with the SUBSCRIPTION offer
SINGLE CTA
on page lowers
abandonment

33. Completion-Meter
Lowers Cart Abandonment

34. Auto-selected
Requires opting out

35. Auto-selected
Requires opting out
… this small design
feature must account
for huge revenue gains

36. EXCELLENT UPSELL

37. EXCELLENT UPSELL
Auto-selected
Requires opting out

38. EXCELLENT UPSELL
Auto-selected
Requires opting out
Discounted
More appealing

39. EXCELLENT UPSELL
Auto-selected
Requires opting out
Discounted
More appealing
Urgency
Time Sensitive

40. EXCELLENT UPSELL
Relevant
to core offer
Auto-selected
Requires opting out
Discounted
More appealing
Urgency
Time Sensitive

42. QUICK RECAP
of the order

43. SMART PLACEMENT!

44. THIS PAGE happens … AFTER
customer has added items to cart
SMART PLACEMENT!

45. THIS PAGE happens … AFTER
customer has added items to cart
SMART PLACEMENT!
Higher Completion %
More Accounts / Emails

46. OPTIMIZE FORM FIELDS

47. HOW: Measure Completion rates for
each field to find point of greatest
drop off.
TOOL: HotJar
OPTIMIZE FORM FIELDS

48. OPTIMIZE FORM FIELDS
Higher Completion %

49. NO ADD-ONS??

50. NO ADD-ONS??
AVG. CART ORDER
is not MAXIMIZED
!

51. DOLLAR SHAVE CLUB
uses ADD-ONS

52. … they boost
Avg. Cart Value
DOLLAR SHAVE CLUB
uses ADD-ONS

53. DOLLAR SHAVE CLUB
uses ADD-ONS
ADD-ONS compliment
the core offer
… they boost
Avg. Cart Value

54. WHAT IF I WANT TO
ABANDON THE CART?

55. WHAT IF I WANT TO
ABANDON THE CART?
There Are No Exit Pop-Up
Offers To Keep Me on The Page
!

56. Above Avg. Cart Abandon %
WHAT IF I WANT TO
ABANDON THE CART?
There Are No Exit Pop-Up
Offers To Keep Me on The Page
!

57. Smile Club Uses this Exit Pop Up
On Check Out Page

58. Smile Club Uses this Exit Pop Up
On Check Out Page
Discounts
&
Free Shipping

59. Smile Club Uses this Exit Pop Up
On Check Out Page
Discounts
&
Free Shipping
Back to
CheckOut

60. Smile Club Uses this Exit Pop Up
On Check Out Page
Discounts
&
Free Shipping
Back to
CheckOut
LOWER Cart Abandon %

61. for more teardown goodness …
funnelteardowns.net

62. Credits
Icons from flaticon.com
Teardown inspiration
digitalmarketer.com
useronboard.com
funnelhacker.tv