Kajabi’s marketing funnel teardown

1. APPEAL TO THE KEY PERSONA
Message to gain acceptance and credibility in the eyes of
their POWER USERS - online business owners.

2. ‘START A FREE TRIAL’
Risk Free Offer to Eliminate all Barrier to Entry.

3. BEFORE vs AFTER messaging
The #1 Pain Point for most creators in integrating
multiple tools that don’t play well together.

4. TESTIMONIALS FROM POWER USERS
The testimonials describe the desired ‘AFTER’ state the tool
provides.

5. POSITIONED AS AN ‘ALL-IN-ONE’ SOLUTION
“Everything you need to grow in one place”. They’re speaking
to the people who’ve struggled with every solution in the
market.

6. SHOW HOW THE TOOL
REPLACES COMPETITORS
Appeal to visitors who have issues with product
builders
TWO ‘Start Free Trial’ CTAs always visible

7. SHOW HOW IT REPLACES
WEBSITE BUILDERS
Appeal to prospects that have website issues.
TWO ‘Start Free Trial’ CTAs always visible

8. SHOW HOW IT REPLACES
PAYMENT PLATFORMS
Appeal to prospects that have payment tools.
Integrating payments is major pain point.
TWO ‘Start Free Trial’ CTAs always visible

9. SHOW HOW IT REPLACES
ANALYTICS TOOLS
Appeal to prospects that struggle to integrate
accurate analytics in their tech stack.
TWO ‘Start Free Trial’ CTAs always visible

10. SHOW HOW IT REPLACES
EMAIL TOOLS
Appeal to prospects that struggle with nagging
email provider problems.
TWO ‘Start Free Trial’ CTAs always visible

11. SHOW HOW IT REPLACES
FUNNEL & LP BUILDERS
Appeal to prospects that struggle with nagging
email provider problems.
TWO ‘Start Free Trial’ CTAs always visible

12. SHOW HOW IT REPLACES
AUTOMATION TOOLS
Appeal to prospects that struggle
TWO ‘Start Free Trial’ CTAs always visible

13. SHOW HOW IT REPLACES
TAGGING & TRACKING TOOLS
Appeal to prospects that struggle to understand
their visitors.
TWO ‘Start Free Trial’ CTAs always visible

14. SHOW HOW IT REPLACES
COMMUNITY NURTURING TOOLS
Appeal to prospects that struggle to integrate social
media tools like ‘FB Groups’ into their platform.
TWO ‘Start Free Trial’ CTAs always visible

15. “EVERYTHING YOU NEED”
A dream product for business owners/builders
who struggle to integrate different tools

16. AVOID ALIENATING LOYALISTS
OF OTHER BRANDS
Fear of having to let go of other tools is definitely
a #1 ANXIETY ISSUE

17. SOCIAL PROOF:
Real Names, Real Testimonials,
Real Entrepreneurs

19. RISK-FREE OFFER
Low ask: just two form-fields to get started.
Clearly Conversion Optimized.

20. EARLY EMAIL CAPTURE
Enables nurturing even if the visitor abandons.

22. SELL THE BENEFITS
Key for removing last-minute anxiety and
conversion barriers.

23. $199/mo OFFER
after 14-day trial

24. SKIP PRICING PAGE
AUTOMATICALLY ENTER MORE
EXPENSIVE PLAN $199/mo

25. Plans Page
AUTOMATICALLY PICKS
‘GROWTH’ PLAN
Free Trial Users are Onboarded into this
tier

26. Free Trial Checkout
DEFEATING LAST-MINUTE
ANXIETIES
COMPLETELY RISK FREE TRIAL OFFER