The document summarizes Curology's customer acquisition funnel, highlighting key strategies they use to convert leads into customers. These include using before/after photos to build trust, offering a discounted initial free trial to lower barriers, collecting payment information upfront, structuring the checkout process to be distraction-free and above the fold, and emphasizing ongoing treatment plans to improve customer retention. The overall funnel is carefully designed to guide prospective customers smoothly through the signup and checkout flows while reducing opportunities for abandonment.

1. How Curology
Converts Leads to Customers

2. Home Page SIGN UP CUSTOMIZE
FREE TRIAL
CHECKOUT
SELFIES
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

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

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

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

10. Effective scarcity copy
for CTA

12. Powerful
header copy

13. Boom! We’re in.

14. Confetti
everywhere

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

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

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

18. Custom Formula
Important value prop seems
relatively hidden.

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

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

22. 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.

23. The rest of the
customization
survey.

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

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

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

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

28. 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

29. Everything is
above the fold.
Distraction Free
Checkout

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

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

32. 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

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

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

35. FRONT
SELFIE
RIGHT
SELFIE
LEFT
SELFIE

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

37. Key for Customer
Retention
Ongoing Treatment plan

38. Scroll down

39. Retention!
Retention!
Retention!

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

41. for more teardown goodness …
funnelteardowns.net

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