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99 Checks to Run on Your Funnel

BEFORE Black Friday and Cyber Monday

Black Friday is on 27 November. That’s 16 days away, and 19 until Cyber Monday.

Last year, Black Friday sales totalled £1.16 billion online* in the UK only. In the US, that figure was $11.8 billion*.

That was only Black Friday.

In the UK, an estimated £960 million* was spent on Cyber Monday alone, and the four days from Black Friday to Cyber Monday added up to a whopping £3.8 billion*.

In the US, Cyber Monday garnered $14.25 billion*.

Why am I telling you this?

If your funnel isn’t working the way that it should, you haven’t tested every little thing, or you are having sleepless nights and crossing your fingers and hoping Karen doesn’t come through your funnel (so sorry to all Karens out there!) then you are losing money already.

You may be at a place where you’ve got the offer, the emails are half written, and the sale page is nearly done.

Or, everything is already done and you are rearing to go.

So whether you are in camp one, or two, the last thing you want is someone telling you there are 99 things to check before you can say with confidence that your funnel is ready for BFCM.

I get it. When you’re already stretched, “test everything” sounds like a job for someone with a free week. So you have a quick look over the pages, and click the main buy button, see that it works, and hope for the best when you hit publish.

No judgement here btw. This isn’t a shaming post. It’s an awareness post.

That hope is where the money leaks.

It's the things you can't see that could be costing you the most

A sale page doesn’t fail loudly like an automation does. In fact it doesn’t tell you at al, a customer is likely to tell you.

A broken link, a missing tag or a buyer who never gets their login all look fine from your side, until the sales don’t match the traffic, or you wake up to emails asking why they haven’t received what they paid for.

To help, I wrote a list.

Not to give you 99 more jobs, but because you can’t see what you can’t see, and you have to know what to look at. Ticking them off is quicker than it sounds, and it feels better than you’d expect. Each tick is one less thing sitting at the back of your mind at 2am.

There are 11 area’s to look at.

Why these 11 areas?

I chose them by following the buyer’s route, from the moment they see your offer to the moment they use what they bought. Anywhere that route can break is on the list.

1. Offer and Pricing

The first thing a buyer decides is whether your offer makes sense. If they don’t know what you’re selling them, what the price is, or why they should buy now, they leave, and they won’t tell you why.

2. Sales Page Content and Layout

Your page has to answer the questions a buyer would otherwise ask you. If it doesn’t, they won’t ask. They’ll close the tab. Just because you know, doesn’t mean they do. The biggest feedback I got from an offer that I thought was wonderful was that they didn’t know what was included.

3. Mobile Layout and Speed

A lot of your buyers will arrive on a phone. A page that looks perfect on your laptop can be slow, squashed or unusable in someone’s hand. That image you loved is cut off, the button has disappeared and the points you made about why they should buy overlap each other. Don’t rely on the desktop settings to ‘test’ what the page looks like. Get out there and look at it. If it’s too slow, potential customers will give up before they have even started.

4. Checkout and Payments

This is where interest turns into money. Nothing else on the list matters if people can’t pay and you have told them they have paid.

5. Order Bumps, Upsells and Downsells

Bumps and upsells are extra revenue, but only if they make sense to go along with the main product. They are also extra places for things to go wrong. Every one you add is another route a buyer can take. It’s also a route that can be too long, and your customer gets bored before they have even finished the checkout.

6. Discount Codes and Timers

Sales run on codes and countdowns, and both depend on settings that are easy to get slightly wrong. Slightly wrong is enough. Test with the coupon codes and if your checkout expires, make sure it does and the redirect works.

7. Tech, Tags and Automations

Tags tell your email platform who bought what and which sequence to start. When they’re off, everything that depends on them is off too, and you won’t see it happen, but your customer might.

8. Email Sequences

Buyers expect an email straight away. If nothing arrives, they start to wonder whether the payment even worked and you’re losing their trust. You don’t have to send 14 emails to explain everything, but again, just because you think it’s clear and logical, doesn’t mean your customer does.

9. Post-Purchase Emails and Access

The sale isn’t finished until the buyer can use what they paid for. This is where a good sale turns into a refund request. How are you delivering the product? Does it work? What is the process if it doesn’t? Most importantly, is it clear?

10. Tracking, Legal and Compliance

Not a lawyer! The boring bits: refund wording, terms, consent. They’re easy to skip and much harder to fix after a complaint. Make sure you have them in place, and have a lawyer/solicitor check that they’re legal. Also is your cookie banner set up correctly?
Finally, do you have your tracking in place and does it work to see where customer visits are dropping off.

11. Final Run-Through

Things that pass one at a time can still fail together. The last check is to go through it all once as a buyer, start to finish.

You don't need a free week to get through this

You don’t have to do all 99 in one sitting. Start with the checks marked Must and add them to your to-do list to do a few a day.

Each one you finish is one less thing that could cost you a sale, and by the time Black Friday arrives you’ll know your page works instead of hoping it does.

Get the Checklist

The 99-Point Funnel Checklist. It goes live on Friday 13th November and is FREE when you sign up on the form below until Monday 16th November.

After that, it will be £29.

You will get a confirmation email if you sign up before either of the above dates, and the 99-Point Funnel Checklist will be emailed to you on Monday 16th November.

If it feels overwhelming?

You can get a Funnel Audit now and hand it off.
Get back a comprehensive list and video walkthrough of what works and what doesn’t in your funnel along with a report on what to tackle first. 

Interested? Head on over to the Funnel Audit page to get booked in. 
From £297

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Sources:

Black Friday sales totalled £1.16 billion online* in the UK – https://business.adobe.com/uk/blog/uk-online-retail-spending-hits-record-high

In the US, that figure was $11.8 billion – https://www.alchempro.com/news/e-commerce-retail/us-cyber-monday-online-sales-reach-record-14-25-bn-adobe-306899-newsdetails.htm

In the UK…Black Friday through to Cyber Monday, a whooping £3.8 billion – https://business.adobe.com/uk/blog/uk-online-retail-spending-hits-record-high

In the UK, an estimated £960 million was spent on Cyber Monday – https://whymatters.co.uk/blog/black-friday-statistics

In the US, Cyber Monday garnered $14.25 billion – https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record?no_head=1