How a disruptor in beauty & cosmetics space rapidly grew to a near-unicorn status company.

1. Home Page SIGN UP CUSTOMIZE
FREE TRIAL
CHECKOUT
SELFIES
Top of Funnel Bottom of Funnel

2. HOMEPAGE SIGN UP CUSTOMIZE
FREE TRIAL
CHECKOUT
SELFIE
Top of Funnel Bottom of Funnel

3. HOMEPAGE SIGN UP CUSTOMIZE FREE TRIAL
CHECKOUT
SELFIE
Top of Funnel Bottom of Funnel

4. HOMEPAGE SIGN UP CUSTOMIZE
FREE TRIAL
CHECKOUT
SELFIE
Top of Funnel Bottom of Funnel

5. HOMEPAGE SIGN UP CUSTOMIZE
FREE TRIAL
CHECKOUT SELFIE
Top of Funnel Bottom of Funnel

7. Clear Persona for first time visitors
Before & After pics

8. A Kit
… that solves these
problems
(animated text changes to show other
common problems)

9. Effective scarcity copy
for CTA

11. Powerful
header copy

12. Boom! We’re in.

13. Confetti
everywhere

14. Excitement is key
for visitor
engagement &
conversions.
Lowers
Abandonment

15. Appeal with a
Discounted offer
upfront to push visitor
down the funnel

16. Show pricing upfront.
Eases visitor anxieties
about sticker shock.

17. Custom Formula
Important value prop seems
relatively hidden.

18. Early email
collection.
Important for
follow up in case
the visitor
abandons
Middle of the funnel starts
now.

20. Quiz Funnel
w/ a progress meter
“Just-for-you” …
“customize” ..

21. Use visuals to show
most common
customer pain
points
Built to reduce distractions.
Page built for 1 action,
No competing CTAs, no tempting
links in the navbar, etc.

22. The rest of the
customization
survey.

23. Quick explainer.
Helps with impatient visitors who
want results fast.

24. The rest of the
medical survey.
Easy to complete.

25. Discreetly asking for billing
info before the big ask
$$$

26. BOOM!
It’s a free trial offer!
+ Lower barrier to entry
+ Collect payment info for
future transactions

27. BOOM!
It’s a free trial offer!
Sunk cost. No
point leaving now.
We’re almost done
+ Lower barrier to entry
+ Collect payment info for
future transactions

28. Everything is
above the fold.
Distraction Free
Checkout

29. Free Trial converts into a
$29/m membership

30. Free Trial converts into a
$29/m membership
Paid 2 months upfront
@ $59.90!!!!!!!

31. Free Trial converts into a
$29/m membership
Paid 2 months upfront
@ $59.90!!!!!!!
GENIUS!
$0 free trial ($4.95 w/ shipping)
$59.90 every 2 months

32. Unoptimized Button
Small, below fold, poor contrast
Should be placed prominently at the top of
page

33. Here comes even more
GENIUS!
FORCED
user generated content

34. FRONT
SELFIE
RIGHT
SELFIE
LEFT
SELFIE

35. They’re not done
selling!
A custom treatment plan?!

36. Key for Customer
Retention
Ongoing Treatment plan

37. Scroll down

38. Retention!
Retention!
Retention!

39. A doctor on call?
Retention!
Retention!
Retention!

40. for more teardown goodness …
funnelteardowns.net

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