How I Use Neuroscience to Audit a Client’s Sales Funnel
- Rhiannon-Amber Leavett
- Oct 20
- 3 min read
When most marketers audit a sales funnel, they look at the numbers.CTR, bounce rate, drop-off points, cost per click.
When I audit a funnel, I look at the brain behind the numbers. Because metrics don’t tell you why people drop off, they just tell you where. The “why” lives in the subconscious. Now don't get me wrong, I look at the numbers too. I like to build a full picture... So let's look into my process...
Step 1: I look for decision fatigue.
Humans are cognitively lazy. Every extra choice, click, or scroll forces the brain to burn glucose, and it hates that.
So when I open a funnel and see:
Three CTAs on one page,
Ten pricing options, or
A checkout process that feels like applying for a mortgage…
I already know what’s happening: Their audience’s brain tapped out long before the buy button.
Fix: I strip everything back. One action per page, one direction, one clear next step. Less thinking = more buying.
Step 2: I check for emotional triggers.
Most brands still lead with logic: “We’re the best. We offer X features. We’ve won awards.”
That’s great... but the logical brain doesn’t buy. It just justifies what the emotional brain already decided.
So I look for emotion-based cues:
Does the copy make people feel seen, safe, confident, or connected?
Is there a sense of belonging or identity in the message?
Does the page spark curiosity or relief?
If not, I rewrite it to hit those emotional touchpoints first.
Step 3: I test trust signals.
The subconscious brain is wired to ask one thing: “Can I trust this?”
If the answer isn’t an immediate yes, the sale’s gone.
I look for:
✅ Consistent branding and tone of voice
✅ Human faces and video testimonials
✅ Social proof near conversion points
✅ Real-world signals (like guarantees, secure payments, or familiar design patterns)
These calm the brain’s threat system and make “yes” feel safe.
Step 4: I map the attention flow.
Online attention is a fight against biology. Your prospect’s brain is scanning for danger, novelty, and reward (Specifically in that order.)
So I track the eye flow of each page like a narrative. If their brain has to work to find the reward (the offer, benefit, or button), it’s over.
Design, copy, and pacing need to work like a film scene, one focal point leading to the next without friction.
Call me excessive, but eye tracking tells us so much that numbers alone cannot.
Step 5: I rebuild it for neural fluency.
This is where the science meets art.
Neural fluency is how easy it is for the brain to process what it’s seeing. The easier something is to understand, the more credible and trustworthy it feels.
That means:
Simple structure.
Predictable rhythm.
Familiar imagery.
Language the brain can “hear” before it consciously reads.
When the brain says “this feels easy,” it also says “this feels right.”
and then the magic happens...
Funnels that feel better to the prospect, they don't just look better! Because when something feels effortless to the brain, people don’t need convincing.
They just convert.
🧩 If you’ve got a funnel that’s not converting, it’s probably not your offer. It’s how your customer’s brain is reacting to it. That’s what I fix.
Book a free Funnel Review and let’s see where your sales are leaking....
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