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Funnel design

Quizzes, lead forms and checkouts that people finish.

I design the steps between the landing page and the sale: quiz funnels, multi-step lead forms and checkouts. Every screen has one job, and the whole flow is tested on the money it brings in.

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Is this for you?

A good fit if…

  • Your quiz or form has a big drop-off on the first steps
  • You run lead generation (for example insurance or home services) and pay per lead or per call
  • Your mobile checkout loses people between the cart and the payment

What you get

What’s included

Flow mapping

Every step, question and branch mapped, with drop-off data where it exists.

First-step design

The first question or field designed to continue the ad, because it decides who keeps going.

Screen-by-screen UI

Full UX and UI for each step, error state and result page, mobile first.

Lead quality

Questions that qualify people without scaring them off, so sales gets better leads.

Build or hand-off

A working flow, or clean files for your developers or funnel builder.

A/B tests

Tests prioritized by how much each step can move revenue.

How it works

Four steps, one person

  1. Map

    I map the current flow and find the steps that lose the most people.

  2. Redesign

    New steps, questions and screens, reviewed as clickable screens.

  3. Test

    The new flow runs as an A/B test against the old one.

  4. Report

    Results in revenue per visitor and lead quality, plus next tests.

See it in practiceSee a redesign: a five-step checkout rebuilt as one page

FAQ

Questions about funnel design

What kind of funnels do you design?

Quiz funnels, multi-step lead forms, booking and call flows, and ecommerce checkouts, mostly for paid traffic.

Is a multi-step form better than a single-step form?

Often, but not always. It works when the first step is easy and relevant. I design both and decide with an A/B test.

Can you work with my funnel builder?

Yes. I can design for the tool you already use, or build the flow myself.

What metric do you use to judge a funnel test?

Revenue per visitor or value per session, with lead quality or refund rate as guardrails. Conversion rate alone can be misleading.

Read more

Related articles

Funnels5 min read

Quiz funnel design: how to build a quiz that converts

How to design a quiz funnel that converts: the first question, progress, how many questions, where to ask for contact details, the result page and testing.

Read article
Forms3 min read

Multi-step vs single-step forms: which converts better?

When a multi-step form beats a single-page form, when it backfires, and how to design and test one. With a before-and-after redesign of a 9-field quote form.

Read article
Ecommerce3 min read

Mobile checkout optimization: 8 fixes that reduce cart abandonment

Why people abandon checkout and the eight design fixes that remove the biggest reasons, from guest checkout to express pay, with a before-and-after redesign.

Read article

Other services: Landing page design · Ad creatives · A/B testing

Let’s talk

Let’s make your next test a winner.

Tell me about your funnel. I’ll point out quick wins, tell you what I’d test first, and say honestly whether I’m the right fit.

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