Nicole Chin.

Growth advisory

Growth consultant for funnels

Your funnel costs more every month and you can’t see where the money goes. I find the stage that’s losing it, so you fix the right thing first.

Funnel growth consulting finds the stage of your funnel that’s losing money. I take your funnel apart into the five numbers that multiply into its economics: cost per thousand impressions, click-through rate, conversion rate, average order value and contribution margin. Then we work out which one is behind the result you’re seeing and fix that first. I’ve run this across masterclass, summit, VSL, free-trial and ecommerce funnels, and on free-to-paid I grew conversion 3x within two years.

Book a free 20-minute call See all advisory

No obligation. Bring your numbers, and I’ll tell you which stage I’d look at first.

Some brands I’ve worked with

What a funnel audit covers

Five numbers, measured separately

Your funnel result is CPM, click-through, conversion, order value and margin multiplied together. In one blended number, a 20% drop in any of them looks the same, so I separate them to show which one moved.

Which stage is leaking

Traffic cost, landing page, registration, show-up, offer, checkout, refund. We measure each transition rather than the total, because the total tells you that something is wrong and nothing about where.

Whether the offer or the traffic is at fault

When conversion falls as volume rises, the cause is usually audience quality. When it falls on flat volume, it’s usually the offer. The two get confused often, and they need opposite fixes.

Whether the numbers are right

Denominators, attribution windows and de-duplication decide whether a funnel looks healthy. Many funnel problems I’ve been handed turned out to be counting problems.

What people say

It was interesting and useful to have the conversation about the holistic view of organic and paid traffic. Highly recommend.
Janie
Nicole is very knowledgeable about the e-commerce space and has vast experience and insight into what makes a successful store, and the most up to date strategies and techniques.
Mark Lukac
She was extremely focused and genuinely trying to help demystify the paradox that we are facing in the e-commerce world. Super friendly and her points were crisp, direct, and helpful!
Marwan Ahmed
Nicole got straight into my pricing model challenges and provided so many valuable insights it’s hard to know where to focus first. The major bonus for me was being able to pick her brains about how she’s approached challenges in her own org and role — priceless advice from someone with a huge amount of experience.
Luke Latimer
Nicole ripped apart my idea — and then gave me a much better one. She showed me the flaw in my plan and then gave me a much better approach. She really got what we are trying to accomplish and used her experience to help navigate me through a much more doable plan.
Carletus Willis
Incredibly helpful and informative. She validated some of my ideas whilst also provided guidance to help me create a mature automation strategy, and followed up after the session with examples.
Rob Delijani

Funnels I work on

Webinar, masterclass and summit

Registration cost, show-up rate, pitch conversion, and the follow-up sequence that usually carries more of the revenue than the live event does.

VSL and long-form sales pages

Where attention drops, what the drop costs, and whether the offer at the end matches what the page spent twenty minutes promising.

Free to paid

Trial and freemium conversion, activation milestones, and the lifecycle messages between them. To see those messages the way a customer does, I built Customer Journey Explorer, which maps every step of a Braze journey and shows the email it sends.

Lead generation and ecommerce

Lead quality against lead cost, checkout abandonment, order value and the margin that survives the discount.

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How it works

  1. 1 Book a discovery call ›
  2. 2 Align on priorities and goals
  3. 3 Receive a proposal from me
  4. 4 Engagement starts

Related

Marketing for course creators

Masterclass, webinar and evergreen funnels for course businesses.

Growth advisor for startups

When the question is bigger than one funnel.

Product growth advisor for apps

Free-to-paid, trials and paywalls inside the product itself.

Common questions

What does a funnel growth consultant do?

I take a funnel apart into its measurable stages, work out which stage is responsible for the result, and prescribe the change that addresses that stage. The output is a diagnosis with numbers attached, not a list of best practices.

How long does a funnel audit take?

The analysis is typically a focused engagement of a few weeks, dictated mostly by how clean the data is. If tracking is broken, fixing the measurement comes first — there is no point optimising against numbers that are wrong.

What do you need access to?

Ad platform reporting, your analytics (Amplitude, Mixpanel, GA4 or similar), the lifecycle or email platform, and revenue data. Read-only is fine. I work across BigQuery, Segment, Braze, Iterable, AppsFlyer and most of the common stack.

My cost per lead went up. Is that a funnel problem?

Not necessarily. Cost per lead rising while conversion and order value hold is often just auction pressure, and cutting spend would be the wrong response. Cost per lead rising while downstream conversion falls is an audience quality problem. The two look the same on a dashboard and want opposite decisions.

Do you implement the changes or just advise?

Either. A strategy engagement ends with the decision and the plan. Fractional support means I sit inside the team and run the work. Most funnel engagements start as the former.

What does it cost?

Set after the introductory call, once the scope is clear. The 20-minute introductory call is free, with no obligation.

Get in touch

Tell me what you’re working on and where it’s stuck.

Get a complimentary 20-min introductory call with me.