Playbook
Omnichannel Funnel Playbook
This is the structure I used at Lead Academy, where an omnichannel funnel took monthly revenue from £3,900 to £33,600 within a year. Adapt the stages; keep the order.
1. Fix measurement first
Install and test conversion tracking for the events that matter: sign-up, add to cart, purchase. Pass real values. Without this, no later step can be judged.
- Purchase and sign-up events fire once, with the right value.
- Google Ads, analytics and your store agree within a few percent.
- Source and campaign are captured on every order.
2. Build the offer ladder
Offer three clear tiers instead of one price. At Lead Academy this was Starter, Core and Profit Maximiser. The middle tier should look like the obvious choice.
- Each tier has a one-line promise.
- The top tier exists to make the middle tier easier to choose.
- Margin is known per tier.
3. Capture demand with search
Start with the queries that show buying intent. Run paid search against break-even ROAS, and build organic pages for the same questions.
- Ads are structured by intent, not by product list.
- Each high-intent query has a page that answers it.
- Negative keywords are reviewed weekly.
4. Create demand with paid social
Use Meta and Instagram to reach people who are not searching yet, with creative that matches the offer ladder.
- Audiences are built from your own customer and visitor data.
- Creative is tested in sets, with a written hypothesis.
5. Capture every contact
Every visitor who is not ready to buy leaves with something: a guide, a quiz, an email sign-up. Email automation takes over from there.
- A welcome series, an abandoned-cart sequence and a post-purchase sequence exist.
- Each email has one job and one link.
6. Bring people back
Dynamic remarketing shows visitors the exact products or courses they viewed. Exclude buyers and keep frequency in check.
- Remarketing lists are segmented by behaviour.
- Converted customers are excluded.
7. Review weekly
Read the KPI tree weekly, log every test, and move budget toward what returns above break-even.
- One page, one meeting, one decision log.
Evidence
Where this has worked
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