A SheInherited® Strategy Tool
The Funnel Math.
Plug in your numbers. See exactly what your funnel needs to deliver — ad budget, customers, AOV, ROAS, and the profit on the other side. Built for coaches and consultants who'd rather decide from data than from hope.
Your inputs save automatically on this device.
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Your Profit Goal & Ad Basics
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Front-End Conversion Rates
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CALCULATED · CLICK → SALE
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Front-End Offer Pricing
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Back-End Sales Projections
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Required to Hit Your Goal
The Math Says
Revenue Breakdown
What This Tells You
Section 1 · Profit Goal & Ad Basics
- Desired Net Profit
- What you want left over after you've paid for ads — actual take-home from this funnel, not gross revenue.
- Cost Per Click (CPC)
- What you pay the ad platform (Meta, Google) each time someone clicks your ad. $0.50–$3 is typical; warm audiences cost less, cold audiences cost more.
Section 2 · Front-End Conversion Rates
- Click → Lead
- Of the people who click your ad, what % give you their email. 10–20% is healthy.
- Lead → Customer
- Of the people who give you their email, what % actually buy. 30–60% is healthy for a low-priced front-end offer.
- Click → Sale
- Click→Lead × Lead→Customer. The calculator handles this for you — it’s the % of clicks that turn into actual buyers.
Section 3 · Front-End Offer Pricing
- Initial Offer Price
- Your low-priced “hello” product — the front-end offer someone buys first. In our world, this is your $55-style entry point.
- Order Bump 1 Price
- The little checkbox add-on on the checkout page (“Add this for $X?”). One click, no extra form — cheap, easy yes.
- Bump 1 Take Rate
- Of buyers who see this bump, what % check the box. Bumps typically land 25–35%.
- Order Bump 2 Price
- An optional second order bump on the same checkout page. Set to 0 if you only have one.
- Bump 2 Take Rate
- Of buyers who see this second bump, what % check the box.
- Upsell 1 Price
- A separate page shown after checkout offering something bigger. They click yes or no.
- Upsell 1 Take Rate
- Of buyers who see this upsell page, what % say yes. Upsells typically land 8–15% — lower than bumps because the price is higher.
- Upsell 2 Price
- A second upsell page shown after Upsell 1. Often a complementary product or deeper offer.
- Upsell 2 Take Rate
- Of buyers who see Upsell 2, what % say yes. Usually lower than Upsell 1 — 5–10% is typical.
- Downsell Price
- If someone declines an upsell, a downsell offers a smaller or cheaper version before they leave the funnel.
- Downsell Take Rate
- Of those who saw and declined the upsell, what % accept the downsell instead.
Section 4 · Back-End Sales Projections
- Customer → Back-End
- Of your front-end buyers, what % eventually upgrade to your high-ticket offer (your POOF equivalent). 3–8% is healthy.
- Pay-in-Full Price
- The price of your high-ticket offer if the client pays it all at once.
- PIF Take Rate
- Of high-ticket buyers, what % choose pay-in-full vs the payment plan. Usually 70–80% PIF.
- Payment Plan Total
- What they pay across all installments combined. Usually a bit higher than PIF — the “convenience tax.”
- # of Payments
- How many monthly payments the payment plan splits into.
Output Terms · what the results column reports
- AOV (Average Order Value)
- How much, on average, each customer spends at checkout including bumps and upsells. The higher your AOV, the more you can afford to pay for a click.
- ROAS (Return on Ad Spend)
- For every $1 spent on ads, how many $ come back. 3x ROAS = $1 in, $3 out.