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Funnel mapping: 5 tools & how to do it

by | Apr 9, 2022 | UX optimization

Diagrams are, IMHO, the best accessible visual tool that anyone can make to explain, understand and dissect information – from planning your projects, to mapping out sales funnels, to… trying to figure out why someone you have a crush on isn’t being responsive to you by making flow charts that contain everything you’ve done together since meeting her like the scientist character Chan does in the Netflix show Space Force.

But today, we’ll stick to their application in sales funnel design and evaluation – with funnel maps. We’ll go over what is funnel visualization, tools of the trade, how you can get data out of your sales funnels, and so on.

What is funnel mapping & is it worth it?

Mapping out your funnel is a way of visually laying out the different steps in a sales funnel. You can use funnel mapping to visualize the customer journey, find out how well your sales funnels are performing, which features in the sales funnel are driving the most traffic & conversions. Ultimately, you can use this visualization to check whether or not you need to be making any changes as well.

You can also use visualizing different parts of the sale funnel as a brainstorming tool to come up with new ideas on how to bring up more revenue opportunities into your marketing strategy.

  • Clarity + new ideas for visual thinkers, and frankly, who isn’t a visual thinker? Once you see your funnel mapped out clearly, you stand to get remarkable new insights that you might otherwise miss if you don’t look at your customer / user journey in a single map.
  • Find the data behind the journey: Having the data behind how users progress step-by-step in your sales funnel makes all the difference in knowing what components you may need to address to make sure your funnel performs well in conversion rates. While we’re not going deep into the data in this post, setting up a sales funnel is the first step to it.
  • A breeze for collaborations: If you have a team with different roles in it, it’s handy to have a centralized sales funnel map so everyone can easily understand 1) what brings in the dough / the profit-producing meat and potatoes behind your business and how each part relates to the overall journey 2) contribute ideas 3) build off each other’s ideas.
  • We can all use a bit of system thinking: Whether it’s to document your processes or keep it handy for the future, funnel maps are just another tool you can add to your business to make sure you’re thinking and approaching your marketing systematically.

flowcharts meme
Actual past footage of me explaining my current-girlfriend why she should be with me with flow charts before we started dating. Because, you know, I’m a visual thinker.

Can I map my funnels with free tools?

It can make sense to start off with the free flow charting tools in the beginning if you’re tight on budget – at least they help you get started with visualizing your flow.

It can be as simple as this – go to a tool like draw.io, Google Slides (& use diagramming feature), to do the following:

1) Draw a starting point for the sales funnel. This would be where the customer enters your funnel in general, or at a certain point of entry. For example, you can draw a little person entering your funnel or a red call to action button. Place this first point at the top of your map.

2) Draw branches leading to the next steps in your customer journey that happen in sequence over time.

3) Add visual cues to represent different features in the sales funnel process that your customer would go through.

4) Finally, as a bonus tip – you can also add arrows: rightward-pointing ones can be positive indicators (those features leading towards conversion), while leftward-pointing ones can be negative ones (those features leading away from conversion).

However, those free tools are just for flow charts and not designed specifically for the task of making sales funnels. That’s why I recommend one of the following tools if you’re serious about it:

Pro funnel mapping tools – compared

1. GERU

GERU is a funnel mapping and simulator tool that’s particularly useful for the numbers-minded marketer. It lets you drag and drop to build out funnels, and visualize your funnel from start to end.

Pros

  • Blueprints project library of 30 funnel templates to start with
  • Able to build white label reports
  • Easy drag and drop UI
  • Best for users that want to be able to put in figures into their funnel maps and perform calculations of KPIs & forecast the performance with (with projected data)
  • Able to create multiple scenarios

Cons

  • No funnel tracking with real time analytics
  • No free plan
  • No live chat support
  • No collaboration features

Best for

Agencies that want to simulate scenarios for multiple clients to do their funnel mapping, or for users that don’t want to look away from 

2. Funnelytics

Funnelytics is the most popular tool online for funnel mapping, it has all the basic funnel mapping features to visualize your funnel but has the most extensive set of features that are relevant to mapping out commercial funnels, whatever their purpose (sign ups, purchase, quotation, downloads, etc.)

Pros

  • The biggest database of funnel templates (in comparison with other tools here) especially if you go pro – incl swipe files, video breakdowns, 2-4 new funnels every month and clickfunnel templates
  • Easy exports of funnels into JPEG/PDFs to share
  • Intuitive design and drag and drop functionalities
  • Possibility to track and analyze funnel with real time data; using UTM tags
  • Active FB group community + live support possible
  • You can integrate with page builders such as ClickFunnels and ThriveArchitect, even possible to sync your funnels into ClickFunnels to speed things up
  • Possible to perform funnel forecasts
  • Customer segmentation possibilities to narrow down the reporting and analytics

Cons

  • The heftiest price tag of all for the pro features; great functionalities come at great costs unfortunately
  • White label reporting not available
  • No team collaboration functionality within the tool itself (though you can create multiple accounts)

Best for

Newbie funnel builders that need a tool with clearest walkthroughs and proven templates and leave the least to chance. Or, also great for marketers in niches where they have the most elaborate funnels (e.g. finance)

3. Sketchfunnels

Sketchfunnels is potentially the most basic option here, but also the cheapest. There’s still plenty of good options for a marketer that doesn’t have the most elaborate needs to map his funnels, let’s look at them:

Pros

  • 100 elements to choose from in mapping out your funnel (e.g. )
  • High quality support videos
  • Easy to share mapped funnels in JPEG/PNG/PDF exports

Cons

  • Can only produce vertical funnel flow to visualize the funnel, instead of building a horizontal flow
  • Not packed with the most expensive set of features, so functionality is limited
  • No tracking or data or forecasting capabilities, like other tools on the list

Best for:

Marketers tight on budget that just want to visualize their ideas in a simple visualization tool.

4. Builderall

Builderall isn’t primarily a funnel mapping tool but it has funnel simulation capabilities. It’s got a lot of other features and perhaps even belongs in a different category, but because it’s able to do funnel simulations, I thought it worthwhile to add it for readers that may be in need of such a tool.

Pros

  • “Cheetah” page builder has typical page builder features (think ClickFunnels) that comes with funnel simulator
  • Plenty of templates: 300+ cheetah strategic funnels, 50+ niche funnels for lead gne, 30+ chatbot messenger funnels, 20+ list building funnels, and so forth.
  • Able to host pages, videos

Cons

  • Unnecessary features for users that only want to visualize their funnels

Best for

Marketers that are also in the market for a page builder tool along with a funnel mapper.

5. MarketPlan

Marketplan advertises itself as a “all in one marketing platform”  but I do consider it to be best for primarily funnel mapping, but with added sophisticated collaborative features and some added e-mail marketing and other online marketing functionalities, let’s look at them below.

Pros

  • Contains an extensive suite of apps besides funnel mapper: email sequence, blog planner, ad management, social planning,  keyword planner, etc.
  • Able to run sophisticated dynamic projections for your maps
  • Real time analytics possible
  • Email sequence planner available, for those that want to also visualize email flows
  • Extensive set of collaborative tools that other tools lack
  • White label possible

Cons

  • Tries to be too many things, while there’s better solutions for several of its apps in the market for a lot of the features (e.g. do you really need  another keyword planner when you can be using a far more sophisticated keyword analytics tool such as SEMRush or ahrefs)
  • The extensive set of features also makes it more pricey for the pro features

Best for:

Larger agencies that have a big team, needing collaboration tools, and white label reporting functionalities in their funnel mapping tools.