Entry pages, one per channel you buy
A paid search visitor and a LinkedIn visitor arrive knowing different things. Each entry page carries the promise its own traffic was sold, so the match happens on the page rather than in the hope.
Quiz funnel design
Completion is a design outcome, not a compliment
Every screen somebody quits is a lead your budget already bought and did not collect. Design decides how many of them reach the end, what they think of you on the way, and whether the thing they get back is worth showing to a colleague.
Not open yet. Four minutes, a score at the end, and no call required to see it.
The form
Paid for. Landed on. Left.
The run
FinishedThe problem
Your landing page is a toll booth, and most people turn round
It asks for something and gives nothing back until after the transaction, which only works on people who had already decided.
Nobody quits because a page is ugly. They quit because the trade is bad. A name and a work email, in exchange for a follow-up they did not ask for, from a company they were still deciding about.
Most replacements make the same trade with more steps. A form with a progress bar is still a form, and adding four screens to a bad trade just spreads the same refusal over more clicks, and you pay for every one of them.
What changes the trade is giving something back on every screen: somebody learns where they stand as they go, so the next answer costs them less than the last one did. That is a design job from the first screen to the report, and it is the difference between an instrument people finish and a form with better manners.
Where it leaks
Five places people leave, and four of them are before the end
Most teams only measure the last one, which is why the fix usually lands in the wrong place.
- Before the first screen
The entry page does not match the ad
The click was promised one thing and the page opens on another. Nothing about the instrument matters yet, because the visitor is already reading the back button. This is the cheapest leak on the list, the least looked at, and the spend behind it does not come back.
- Screen 1
The first screen asks before it gives
Opening on a field rather than a choice tells somebody this is going to be work. The first screen decides the completion rate of every screen after it, so it gets designed as an invitation rather than as a form field with good manners.
- The middle
Nobody can tell how much is left
A respondent five screens in with no idea how many remain is a respondent deciding whether to gamble another two minutes. Progress is stated in screens, not in a percentage, because a percentage is a number nobody can convert into time.
- The email ask
The wall arrives before the value does
Ask too early and you buy an address from somebody who has learned nothing and will not open your follow-up. The ask gets designed as a moment inside the run, positioned where the respondent can already see what they are about to get.
- The result
A number arrives and nothing happens
A score with no breakdown is a receipt. The result page is the only screen most respondents remember, and it is where the calls in your diary next week get decided.
What is included
Six things get drawn, and the states nobody remembers are in there
The screens, and every state they take
Resting, chosen, focused, invalid and submitting. The states that only appear when something goes wrong are the ones that get skipped, and they are disproportionately where people give up.
The result page, one per band
Each band gets its own page, its own breakdown and its own next step. The top band sees a calendar. The bottom band sees an honest list of what to fix first, which is the only reason the top one is believed.
The report as a document
Laid out to be read on a phone, printed by a sceptic and forwarded to somebody who was not there. That is three different readers and one artefact, and the layout has to survive all three.
The 360px build, drawn first
Most of your buyers meet this between meetings on a handset. The narrow build is designed before the wide one, so the wide one is the expansion rather than the narrow one being the apology.
Contrast, focus and keyboard operation
Every control reachable by Tab with a visible ring, every colour pair measured rather than eyeballed. A respondent who cannot use it does not fail politely, they leave.
What is not in the list: the wording on those screens, and the wiring that makes them run. Those are the two services either side of this one, and they are separate because they fail separately.
What they see
A first screen, a result screen, and the second one sells
Choose an answer below. Arrow keys work, which is the point of the second half of this service.
rampfunnels.com/scorecard, question 3
Question 3 of 8
About 90 seconds left
What does a visitor meet first after they click your ad?
rampfunnels.com/scorecard/result
61of 100
Leaking at the offer
Your traffic arrives. Your page does not ask it anything.
Three of your five weakest answers were about what happens between the click and the call. That is the part a scorecard replaces.
- Strong
Getting found. People arrive, and they arrive from more than one place.
- Leaking
The first step. A form asks for effort and gives nothing back, so most people skip it.
- Next
Swap the form for a scored diagnostic and route the top band straight to the diary.
Sample screens. Nothing in them is drawn from a real scorecard: the question, the answers, the one already chosen, the counts, the timing, the score and its breakdown are all written to show the components.
The breakdown under the score is the part that gets forwarded. A number on its own is a receipt somebody closes. A number with three lines saying what is strong, what is leaking and what to do next is a document that lands in somebody else’s inbox with your name at the top of it.
How it runs
Narrow first, brand second, specification last
Drawn in the order that catches the expensive problems while they are still cheap.
Take the brief and the wording
Design starts after the shape is chosen and while the wording is being drafted, because a screen drawn around wording that later changes has to be drawn twice.
Ends with: the run mapped screen by screen.
Draw the narrow one
The whole run at 360px first: entry, screens, the ask, each band and the report. Anything that only works at desktop width gets caught here rather than on launch day.
Ends with: the mobile run, end to end.
Widen it and put it on brand
Your own typefaces, colours and marks, checked for contrast rather than approved by eye. This has to look like it came from you, because a respondent who thinks it came from a tool answers it like one.
Ends with: the full set, in your brand, measured.
Hand it over so it can be built
Specified rather than exported: spacing, states, breakpoints and behaviour written down so the build matches the drawing and so your team can change it later without us.
Ends with: a specification the build works from.
No week count is printed here, because none is fixed yet. What sets the pace is how fast the wording is agreed, since a screen drawn around wording that later changes gets drawn twice.
The four stages of the whole engagementPackages
Design is in all three, and the entry pages are what change
The instrument is drawn the same way whichever package you buy. What scales is how much sits around it.
Constant
The run itself, every state, each result page, the report layout and the 360px build. None of that is an upgrade, because an instrument missing any of it is an instrument that loses people.
Scales with the package
How many entry pages get drawn, and how many channels they are matched to. One instrument fed by search is one page. The same instrument fed by search, LinkedIn and outbound is three, and they are not variations of each other.
Prices go on the pricing page as numbers once they are fixed. Until then the scope is the honest part, and the scope is above.
Where this matters most
Four sectors where the drawing is doing the qualifying
M&A advisory
An owner weighing up a sale will not answer anything that looks like a lead form. Restraint is the whole design job here, and it is worth more than any other decision on the page.
Franchising
Applicants self-select on how the thing feels long before they read the terms. The screens are doing the brand’s work while they are also doing the qualifying.
Events and conferences
Traffic arrives in short bursts against a fixed date. Anything that costs a second on a handset costs delegates you already paid to reach.
Architecture and surveying
The buyer judges visual competence for a living. A run that looks templated argues against the practice before a single answer gets scored.
Objections
The five things design gets asked, and one hostile one
Inside yours. Your typefaces, your colours, your marks, your tone. The only things that travel from us are the decisions underneath: where the progress sits, where the ask goes, how a chosen answer reads at a glance and what the invalid state does. A respondent who thinks they are on a third-party tool answers like somebody filling in a third-party tool.
Your turn
Use one before you commission one
Ours scores your funnel on the four things that decide whether paid traffic turns into pipeline. Take it, and judge the design while you are in there.
Not open yet. The score and the report are yours whether or not we ever speak.