Stage 01
Registration
How many people who land on your registration page actually sign up. This one grades your promise and who you sent to the page, nothing else.
Registrations ÷ Page visitors × 100
Your rate
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What a leak here means, and how to fix it
What is actually happening
- People see the offer and decide it is not worth an hour of their life.
- The promise is too vague. "Learn how to scale" is a category, not a reason to block off Tuesday.
- The wrong people are clicking. A curiosity hook in the ad brings curiosity clickers, and they register at half the rate of a buyer.
- The page does not answer the only question they have: what will I walk out with?
What to change
- Name the buyer and the outcome in the headline. Specific beats clever: "the 3-step system I used to go from $10K to $50K months without hiring" outpulls "scale your business" every time.
- Cut the form to name and email. Every extra field costs you registrations.
- Add proof above the fold. Past attendee results, a number, a face.
- Check the ad-to-page match. If the ad promised one thing and the page opens with another, the drop happens in the first three seconds.
Stage 02
Show-up
Your rate
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What a leak here means, and how to fix it
What is actually happening
- They said yes, then life happened, and nothing you sent made the webinar beat what else was on the calendar.
- The reminders are logistics, not anticipation. "Here is your link" is a calendar notification, not a reason to show.
- There is no cost to skipping. If the replay is guaranteed, live attendance is optional, and people act accordingly.
- Long lead time. Registering two weeks out feels free. Registering the day before feels like a commitment.
What to change
- Make one thing live-only and say what it is: the Q and A, a worksheet, a bonus that expires when the room closes.
- Send a same-day text or DM reminder, not just email. This alone moves show-up several points.
- Tease the specific thing you will reveal, not the topic. Curiosity gets people in the room.
- Shorten the runway. Test registrations that close within three to five days of the event.
- Ask a question in the confirmation email and reply to the answers. People show up for people they have talked to.
Stage 03
Stay-through
Your rate
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Enter numbers
What a leak here means, and how to fix it
What is actually happening
- They showed up and left before you asked for anything.
- The first five minutes are housekeeping. Bio, tech check, waiting for stragglers. That is where the exodus starts.
- You taught the how instead of the why. Complete tactical training gives people permission to leave and go try it alone.
- The pace sagged. One story that ran four minutes too long costs you a third of the room.
What to change
- Open on the single most surprising thing you know. Do the bio at minute nine, if at all.
- Teach belief shifts, not step-by-step execution. Move them from "I can figure this out alone" to "I need a system and someone who has done it." Teaching them the whole how is what makes them leave.
- Check your own replay at the timestamp where the drop happens, then cut what is there. The number tells you the minute. Watch that minute.
- Give a reason to stay to the end, stated at minute three and again at twenty.
Stage 04
Pitch conversion
Your rate
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Enter numbers
What a leak here means, and how to fix it
What is actually happening
- They liked you, they liked the content, and they still did not move.
- The teaching did not set up the offer. If your content proves they can do it alone, your offer is now optional.
- The transition was a gear grind. "So, that is the training, now let me tell you about my program" tells the room the selling has started and the value has stopped.
- The price was not framed against anything. A number with no reference point reads as expensive by default.
- The urgency was invented and they could tell. Skeptical buyers now read a fake countdown as a reason to distrust everything before it.
What to change
- Work backwards from the offer. List the three beliefs someone must hold to buy, then build the teaching to install exactly those.
- Bridge, do not pivot. The offer should be the obvious continuation of the thing you just taught: "everything I just showed you is what we build together inside this."
- Anchor before you price. What does the alternative cost them in money, time, or another year of guessing?
- Handle the top two objections inside the pitch, out loud, before they can form.
- Make urgency real. Cohort caps and closing dates you actually honor beat a timer that resets when they refresh.
Stage 05
Cart close
Your rate
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Enter numbers
What a leak here means, and how to fix it
What is actually happening
- They decided to buy and then did not finish. This is the most expensive leak on the list and the cheapest to fix, because these people already said yes.
- The checkout added friction at the worst moment. Account creation, a second page, a form that breaks on mobile.
- No payment plan on an offer priced where one matters.
- Nothing caught them. No abandoned-cart sequence, so a person who got interrupted mid-purchase never came back.
- The decision got cold. Between the click and the card, the doubt arrived and nothing answered it.
What to change
- Open the checkout yourself on your phone and buy your own thing. Most leaks here are found in four minutes.
- One page, guest checkout, express pay. Every removed step is recovered revenue.
- Put the guarantee and the payment plan on the order form itself, not just the sales page.
- Run an abandoned-cart sequence within the hour, then at 24 hours. This is the single highest return email you will write.
- Add a short reassurance line at the point of payment. What happens next, when they get access, who to email.