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What the $1,500 audit hands you.

The report a Pipeline Audit ends with, run on Second Act Studio, one of our 24 fictional concept brands. Every check, every finding with its source and its math, the leak we fixed during the audit, and the 90-day plan.

Jefi Studio · Pipeline Audit reportSample

Sample audit: Second Act Studio (fictional brand)

A career-change coaching program in Austin, TX: a free weekly workshop, a $350 clarity session, a $1,200 group cohort and a $2,400 12-week program.

Prepared
October 2026
Prepared by
Jerome Reyes and Effie Magugat
Brand
One of our 24 fictional concept brands

Please read this first. Second Act Studio isn't a real business, and every number about it on this page is invented to show the format: the traffic, the rates, the contacts and the dollar estimates. The benchmarks are real, and each one links to its source.

What we reviewed

Site pages
Home, the program, the free workshop, apply, and the quiz result
Forms
Career quiz, workshop registration, application and contact
Booking
Dana's discovery-call calendar and its reminders
Webinar funnel
The free weekly workshop: registration, reminders, replay
Email flows
Welcome, workshop reminders, replay and after-call follow-up
CRM pipeline
Five stages, from Quiz taken to Enrolled, and the contacts in each

These are concept systems we built for a fictional brand. We audited them as they stood before our concept build, which you can see here.

21

checks run

10

leaks found, 7 with a dollar estimate

1

leak fixed during the audit

$2,150 to $3,550

biggest leak, a month (example numbers)

01

How the real audit runs

The same steps, in the same order, for every client. This sample shows what you hold at the end of day 14.

  1. Day 1

    Kickoff and access

    A 20-minute kickoff call. You share read access to your CRM, email platform and booking tool through a password manager.

  2. Days 2 to 4

    Mystery-shop

    We go through every path as a new customer: quiz, workshop sign-up, application, booking and payment, on desktop and phone.

  3. Days 5 to 8

    Review and estimates

    CRM data and pipeline stages, every flow and reminder, and tracking. Each leak gets a dollar estimate from your own numbers.

  4. Day 9

    One leak fixed

    We fix the biggest leak we can safely change in your tools, and write down exactly what changed.

  5. Days 10 to 14

    Walkthrough and plan

    A recorded call through the ranked 90-day plan. The 14-day credit window starts here.

About two weeks from access to walkthrough. We need read access to your CRM and booking tool.

02

The 21 checks we ran

Grouped by stage. 13 came back as leaks, which add up to 10 separate problems once duplicates are merged.

Capture

Getting leads · 1 of 5 pass

  • Pass

    Every form lands in the CRM

    Quiz, workshop, application and contact forms, tested on desktop and phone.

  • Leak

    Quiz asks for an email before the result

    Result shown first; 21% leave an email. Finding 6

  • Leak

    Quiz type saved to the contact

    The answer is lost after the result page. Finding 6

  • Biggest leak

    Application thank-you page offers a call time

    A link arrives by email the next day. Finding 1

  • Leak

    "How did you hear about us?" on the application

    Not asked. Logged, no estimate

Nurture

Warming them up · 2 of 4 pass

  • Pass

    SPF, DKIM and DMARC on the sending domain

    All three published, DMARC at p=none.

  • Pass

    One-click unsubscribe in the header

    On, in the email platform's settings.

  • Leak

    Welcome series changes by quiz type

    One series for all three types. Finding 6

  • Leak

    Engaged segment built on clicks, not opens

    Built on opens in the last 90 days. Logged, no estimate

Launch

The free workshop · 1 of 4 pass

  • Leak

    Registration open until start time

    Closes at 11:59 PM the night before. Finding 7

  • Leak

    Reminders 3 days, 1 day and day of, plus a text

    One email, an hour before. Finding 2

  • Leak

    Replay page with a button and a deadline

    A raw recording link, no deadline. Finding 5

  • Pass

    A question for the audience in the first 15 minutes

    Dana asks for everyone's current field at minute 4.

Checkout

Paying · 2 of 3 pass

  • Pass

    Every price and the payment plan on the payment page

    $2,400, or 3 payments of $850.

  • Leak

    Follow-up when the payment page is left

    Nothing after the first link. Finding 3

  • Pass

    A first-week series after enrolling

    Welcome video, week 1 worksheet, cohort Slack invite.

Follow-up

Calls and next steps · 2 of 5 pass

  • Leak

    Booking window within 5 business days

    Open 21 days ahead. Finding 4

  • Leak

    Text reminders 24 hours and 1 hour before calls

    One email, 24 hours before. Finding 4

  • Pass

    Missed calls get a reschedule message the same day

    Sent by hand, usually within 2 hours.

  • Pass

    Pipeline stages match the real journey

    Quiz taken, Workshop booked, Attended, Call booked, Enrolled.

  • Leak

    Calls with a past date get an outcome

    38 contacts stuck at "Call booked". Logged, no estimate

03

Findings, ranked by monthly impact

What we saw, the published number behind it, the fix, the effort and the math. Finding 1 was fixed during the audit. The ranges overlap, so don't add them up.

Estimated monthly impact, example numbers. Ranked by the middle of each range.

  1. 1Applicants wait a day for a booking link $2,150 to $3,550
  2. 2Workshop sign-ups get a confirmation and one reminder $1,250 to $2,550
  3. 3Nobody follows up when the payment page is left open $1,200 to $2,400
  4. 4Discovery calls book up to three weeks out, with one email reminder $1,000 to $1,800
  5. 5The replay is a bare link with no deadline $1,050 to $1,550
  6. 6The quiz shows the result before asking for an email $700 to $1,300
  7. 7Workshop registration closes the night before $550 to $1,100
1CaptureApplicants wait a day for a booking linkFixed on the spot during the audit $2,150 to $3,550 a month3 hours to fix

What we saw

The application form ended on a page that said "Thanks, Dana will email you a link to book." In our mystery-shop the link arrived 26 hours later. In the CRM, 18 of the last 32 applicants never booked a call, and 9 of those 18 never opened the email with the link.

Why it matters

SaaSOptics went from a 40% to a 90% book rate after putting booking on the thank-you page. We assume a much smaller lift for Second Act, 15 to 25 points.

Chili Piper case: SaaSOptics (vendor data)

The fix

Show the booking calendar on the thank-you page itself, with the next two open call times first and the chosen time held for 30 minutes.

Effort: about 3 hours

Fixed on the spot during the audit (day 9)

What we changed

  1. Replaced the "we'll email you a link" thank-you page with Dana's booking calendar, nearest two times first.
  2. Set the calendar to hold the picked time for 30 minutes while the applicant finishes.
  3. Turned on the confirmation text for applicants who ticked the SMS box.
  4. Ran three test applications on desktop and phone, checked each landed in the CRM at "Call booked", then deleted the test contacts.

How we'll know it worked: Book rate from application, for 30 days, against the 44% before the fix.

Estimated monthly impact

$2,150 to $3,550

Applications a month × booking lift × call show rate × close rate × program price

Example numbers

Applications a month
32
Book a call today
44%
Booking lift after the fix
15 to 25 points
Call show rate
62%
Close rate on calls held
30%
Program price (published)
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

2LaunchWorkshop sign-ups get a confirmation and one reminder $1,250 to $2,550 a month4 hours to fix

What we saw

Registrants got the Zoom link at sign-up and one email an hour before. There was no 3-day or 1-day reminder and no text at start time, although 41% of registrants ticked the box asking for a text reminder.

Why it matters

Teams above 60% show-up send personalized reminders 3 days before, 1 day before and on the day (a correlation, not a controlled test). Average show-up across 33,786 sessions was 47.7%.

Livestorm 2025 · 33,786 sessions

The fix

Add reminders 3 days, 1 day and the morning of, each with one reason to come live, plus a text 15 minutes before and at go-live for people who opted in.

Effort: about 4 hours

Estimated monthly impact

$1,250 to $2,550

Registrations a month × show-up lift × attendees who enroll × program price

Example numbers

Workshop registrations a month
220
Show-up today
34%
Show-up lift
6 to 12 points
Attendees who enroll within 30 days
4%
Program price
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

3CheckoutNobody follows up when the payment page is left open $1,200 to $2,400 a month3 hours to fix

What we saw

After a good call, Dana emailed the payment link for $2,400 or 3 payments of $850. If it wasn't paid, nothing else went out. Five people a month opened the payment page and left.

Why it matters

70.22% of online carts are abandoned, averaged across 50 studies. Leaving a payment page is normal, which is why one link with no follow-up loses people who were ready on the call.

Baymard Institute · 50 studies

The fix

Send a short note 3 hours after the page is left, then a personal check-in from Dana on day 3 with the payment plan and the cohort start date. Both stop the moment they pay.

Effort: about 3 hours

Estimated monthly impact

$1,200 to $2,400

Payment pages left a month × share recovered × program price

Example numbers

Opened the payment page, didn't pay
5 a month
Recovered with two follow-ups
10 to 20%
Program price
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

4Follow-upDiscovery calls book up to three weeks out, with one email reminder $1,000 to $1,800 a month3 hours to fix

What we saw

Dana's calendar opened 21 days ahead, and one email reminder went out 24 hours before. Calls booked more than a week out showed up 48% of the time. Calls inside a week showed up 74% of the time.

Why it matters

An analysis of 6,414 meetings recommends booking within 1 to 2 business days, 5 at most, and puts the average show rate near 60%.

Tito Bohrt · 6,414 meetings, 2023

The fix

Cap the booking window at 5 business days with the nearest times first. Add text reminders 24 hours and 1 hour before for people who opted in, each with a reply-R option to reschedule.

Effort: about 3 hours

Estimated monthly impact

$1,000 to $1,800

Calls booked a month × show-rate lift × close rate × program price

Example numbers

Calls booked a month
14
Show rate today
62%
Show-rate lift
10 to 18 points
Close rate on calls held
30%
Program price
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

5LaunchThe replay is a bare link with no deadline $1,050 to $1,550 a month6 hours to fix

What we saw

Everyone got the same "Thanks for coming" email the next morning with the raw Zoom recording link. No-shows weren't tagged, the recording never expired, and there was no way to apply from the page it played on.

Why it matters

On-demand viewers finished 91% of the sessions they started, against 74% for live viewers.

Goldcast 2025 · 26,190 B2B webinars

The fix

Give the replay its own page with an apply button under the video and a 48-hour window. Tag attendees and no-shows in the CRM so each group gets its own email.

Effort: about 6 hours

Estimated monthly impact

$1,050 to $1,550

No-shows a month × share who watch the replay × replay viewers who enroll × program price

Example numbers

No-shows a month
145
Watch the replay
15 to 22%
Replay viewers who enroll
2%
Program price
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

6CaptureThe quiz shows the result before asking for an email $700 to $1,300 a month6 hours to fix

What we saw

The 3-question career quiz showed the full result (Planner, Explorer or Starter) and then asked for an email. 21% of the people who started it left one. The type wasn't saved to the contact, so all three types got the same five welcome emails.

Why it matters

Coaching and course quizzes turn 44.9% of the people who start them into leads.

Interact quiz conversion report (vendor data)

The fix

Ask for the email before the full result, with a one-line preview of their type. Save the type to the contact record and split the welcome series into three short versions.

Effort: about 6 hours

Estimated monthly impact

$700 to $1,300

Quiz starts a month × lead-rate lift × leads who enroll within 90 days × program price

Example numbers

Quiz starts a month
900
Start-to-lead today
21%
Lead-rate lift
8 to 15 points
Leads who enroll within 90 days
0.4%
Program price
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

7LaunchWorkshop registration closes the night before $550 to $1,100 a month1 hours to fix

What we saw

The registration form closed at 11:59 PM the night before each session, and nothing went out on the day.

Why it matters

15.3% of registrations come on the day of the session and 8.2% the day before.

Livestorm 2025 · 4.35M registrations

The fix

Keep registration open until the start time and send a "starts at noon" email that morning.

Effort: about 1 hours

Estimated monthly impact

$550 to $1,100

Registrations a month × registrations recovered × show-up × attendees who enroll × program price

Example numbers

Workshop registrations a month
220
Registrations recovered
8 to 15% more
Show-up
34%
Attendees who enroll
4%
Program price
$2,400

Low end uses the low lift, high end the high lift. Rounded to the nearest $50.

04

Also logged, without a dollar estimate

Real leaks, but they change decisions rather than a month's sales, so we don't put a price on them.

Capture · about 0.5 hour

No "How did you hear about us?" on the application

Podcast guest spots and referrals show up as direct traffic, so nobody can say which ones bring applicants.

A required free-text version of this field catches demand that analytics logs as direct.

Refine Labs, via Antoine Buteau

Fix: Add the field as required free text and review the answers once a month.

Nurture · about 1 hour

The "engaged" segment is built on opens

Workshop invitations go to anyone who opened in the last 90 days, including people whose mail app opened it for them.

Apple Mail was 76.56% of email opens in September 2026, and its privacy feature opens mail whether or not anyone reads it.

Litmus, Sept 2026 · 1.5B+ opens

Fix: Rebuild the segment on clicks, quiz answers, registrations and purchases.

Follow-up · about 2 hours

38 contacts sit at "Call booked" with a date in the past

When a call happens, or doesn't, nobody moves the contact on, so the pipeline overstates what's coming.

A pipeline you can't trust is one nobody follows up from.

Fix: Create a task when a call date passes without an outcome, and a weekly view of anything stuck for 14 days.

05

The ranked 90-day plan

What we'd do first, second and third, and roughly how long each takes.

Days 1 to 30

Quick fixes before the next workshops

  1. Reminder ladder and start-time textsFinding 2 · 4 h
  2. Registration open to start timeFinding 7 · 1 h
  3. Payment page follow-upFinding 3 · 3 h
  4. 5-day booking window and call textsFinding 4 · 3 h

Measure the fixed leak: book rate from application against the 44% baseline.

About 11 hours

Days 31 to 60

The pages and emails that need writing

  1. Replay page and a separate no-show pathFinding 5 · 6 h
  2. Email before the result, three welcome versionsFinding 6 · 6 h
  3. "How did you hear about us?" fieldLogged · 0.5 h

Compare show-up and replay enrollments with the first month.

About 12.5 hours

Days 61 to 90

Clean numbers you can run on

  1. Engaged segment on clicks and actionsLogged · 1 h
  2. Past-date calls get an outcome and a taskLogged · 2 h

A one-page monthly report on five numbers: registrations, show-up, calls booked, calls held, enrollments. Then we re-rank what's left.

About 3 hours

06

Who runs it

The plan is yours either way. These are the published prices if you want us to run it.

Run it yourself

$0

Every step is written out. About 26 hours of work over 90 days, if you know your email platform and CRM.

Foundations

$2,950 a month

One system owned and run. Here that would be the workshop funnel: findings 2, 5 and 7.

Fits this plan

Growth

$4,950 a month

CRM, email, funnels and tracking run together. It covers this whole plan, and it's the one we'd suggest here.

Ops Lead

$7,950 a month

More than this plan needs, unless you also want your freelancers, agencies and tool logins managed.

The $1,500 comes off month one of any monthly retainer you start within 14 days of the walkthrough. You get the full plan either way. See full pricing

07

The guarantee

If the audit doesn't find at least three fixable leaks, each with a dollar estimate, we refund the full $1,500.

This sample found 7 with a dollar estimate and 3 more without one. Your audit is run on your real systems and your real numbers, so your count will differ.

08

Want this for your business?

Start with the audit, or send your site for a free 5-minute teardown first.

Start with the auditNot ready? Get a free 5-minute teardown

$1,500, credited to your first month if you start within 14 days. Refunded if we don't find 3 fixable leaks.

We sell audits. The sample and the teardown are free either way.

10 of 10 client openings left for November. We take on up to 10 new clients a month.

Sources

See what we'd fix first.

Send your website. Within two business days Jerome or Effie sends you a 5-minute screen recording of the three leaks we'd fix first, free.

Ready for the full picture? The $1,500 audit maps everything, fixes one leak on the spot and is credited to your first month.

Start with the audit

Your free teardown

A 5-minute video of your site, recorded by a founder.

We'll send your video, then a few short emails from Jerome with fixes like these. Unsubscribe in one click. Privacy

Get your free teardown

A 5-minute screen recording of your site from Jerome or Effie, with the three leaks we'd fix first. In your inbox within two business days.

Step 1 of 2

Recorded by a person, not a bot. We'll send your video, then a few short emails from Jerome with fixes like these. Unsubscribe in one click. Privacy