Use this checklist as a field worksheet. You do not need every item for every funnel; capture the elements that explain how the journey works and how a prospect is moved from one decision to the next.
Traffic and message match
Note the traffic source, audience cue, hook, promise, creative format, and the exact next step. Then compare that promise with the landing page. Strong funnels usually maintain continuity between the ad or search intent and the first page.
Page and offer structure
Capture the primary headline, problem framing, desired outcome, mechanism, proof, risk-reversal language, price presentation when public, CTA, form fields, order bumps, upsells, downsells, and alternative paths. Summarize the role of each rather than copying the wording.
Follow-up
Record when follow-up begins, how often messages arrive, what objections they address, whether the call to action changes, and where the sequence appears to end. Email and retargeting can be as important as the page you first saw.
Your synthesis
Finish with three columns: patterns worth understanding, ideas worth testing, and elements that are clearly specific to the competitor. This forces you to convert research into a decision instead of accumulating swipe files forever.
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A practical next step
Choose one decision from this guide and apply it to a single funnel you can measure. Keep a short research log: what you observed, what you inferred, what you changed, and what happened. That habit keeps funnel work grounded in evidence instead of imitation.
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