Funnel Rot Is Inevitable
There’s a thing that happens to funnels over time.
I’m calling it Funnel Rot.
It's the subtle decay of your funnels.
Nothing explodes.
Nothing throws an error.
No one slacks you to say, “Hey, something’s broken.”
Stuff just.. degrades.
A VA updates something and doesn’t realize what it touches.
A CRO test removes a section on mobile and no one notices.
A DNS provider changes a default.
A platform has an outage.
A redirect stops carrying query strings.
None of this is malicious.
Most of it isn’t even your fault.
It’s entropy.
Complex systems decay when you’re not looking.
And funnels are complex systems.
That’s why “it worked last month” is meaningless.
The dangerous part about Funnel Rot is that everything seems fine.
Traffic’s still flowing.
Sales are still coming in.
So no one clicks through like a normal human would.
Until one day you do..
And you’re shocked by what you find.
Broken buttons.
Popups that don’t fire.
Mobile experiences that are half-missing.
Links that quietly go nowhere.
This stuff sucks.
But pretending it doesn’t happen is worse.
The solution isn’t rebuilding your funnel every time something feels off.
It’s testing.
Regularly.
Methodically.
As a real user would.
Click everything.
Desktop and mobile.
Opt in.
Buy.
Decline upsells.
Cancel subscriptions.
You’d be amazed what you catch.
Funnels don’t stay healthy on hope.
They stay healthy with attention.
Funnel Rot is inevitable.
Ignoring it is optional.
🚀
- James
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Funnel Rot Is Inevitable
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