LTO Funnel Cheat Sheet — 52 Claude Skills

Created: May 10, 2026 (post-build debrief) Updated: May 13, 2026 Purpose: Single reference for every piece, connection, URL, and automation in this funnel. Print it. Tape it to the wall.

1. Funnel Flow

META AD
  ↓
CIB OPT-IN FORM
  ↓
┌─────────────────────────────────────────────────────┐
│  THANK-YOU PAGE  (thepracticebuilders.ai/cib-thank-you)    │
│  Pitches $7 LTO — full sales copy on this page     │
│  CTA → ThriveCart checkout directly                 │
└──────────────┬──────────────────────────────────────┘
               ↓
        ┌──────┴──────┐
        │             │
     DOESN'T BUY    BUYS ($7)
        │             │
        ↓             ↓
  CIB Delivery    ThriveCart Checkout
  Page arrives    ├── Bump? ($12 Skill Maps)
  (email, Day 0)  ├── OTO? ($29 SOP Manual)
        │         └── Invoice displayed
        ↓               │
  SEQUENCE A        DELIVERY EMAILS
  5 emails          (up to 3, stacked)
  Days 1-8              │
  CTA → sales page      ↓
        │          SEQUENCE B
        │          B1 = delivery email (Day 0)
   BUYS DURING A?  B2-B8 nurture (Days 2-15)
   Yes → exits A   B9-B11 PBOS offer (Days 19-28)
         enters B        │
                    BUYS PBOS?
                    Yes → exits B, enters PBOS onboarding
                    No  → long-term nurture

The CIB delivery page also mentions 52 Skills. Brief mention, not a full pitch. Links to the sales page, not checkout.

2. Every Page

Meta Pixel ID: 1708795119368065 (same as CIB funnel). Every page on the domain gets PageView. Thank-you page adds Lead. Final thank-you adds Purchase.

Known issue: ThriveCart displays the invoice after purchase instead of redirecting to the final thank-you page. The Purchase pixel on final-thank-you.html may not fire if the buyer never reaches that page. Deferred — funnel optimizes for Leads, not Purchases, which is adequate for a $7 tripwire.

3. CTA Routing Rules

The rule: Full pitch pages link to ThriveCart checkout. Brief mentions link to the sales page.

If you're not sure: Does the page/email contain the full pitch (what it is, what's included, price, guarantee)? If yes → ThriveCart. If no → sales page.

Verified May 13: Thank-you page and standalone sales page CTAs confirmed pointing to ThriveCart checkout in the vault HTML files. OTO page has placeholder #checkout anchors — needs real URL before going live.

4. ThriveCart Products

After purchase: ThriveCart displays the invoice. Delivery emails handle product access.

Success redirect: thepracticebuilders.ai/52-skills-final-thank-you (after OTO accept or decline). May not fire if ThriveCart displays invoice instead — see Section 2 known issue.

Facebook Pixel ID: 1708795119368065

5. MailerLite Groups (actual names)

6. MailerLite Automations (actual names)

B9-B11 not yet written. Depends on PBOS sessions May 18-20. B1-B8 are live.

7. Delivery Emails

Full-stack buyer ($7 + $12 + $29) gets all three emails. B1 comes from Sequence B. The other two fire independently from their own automations.

8. Segmentation Rules

1. One selling sequence at a time. A subscriber never receives parallel selling tracks. Purchase moves them forward.
2. Purchase exits current sequence, enters next. Buy during Sequence A → exit A, enter Sequence B at B1. Buy PBOS during Sequence B → exit B, enter PBOS onboarding.
3. Group membership is permanent. A subscriber in "Start \| Bump-Skill Maps" stays there forever, even after joining PBOS.
4. PBOS members are excluded from all tripwire selling. Once they join, they exit everything above.
5. Existing List sequence runs once. One-time automation for warm subscribers. New opt-ins go through Sequence A (evergreen).

9. When Something Breaks

10. Lessons from This Build

What actually went wrong on May 10 and the rule to prevent each one.

1. CTA links pointed to ThriveCart instead of sales page. The CIB delivery page has a brief mention of 52 Skills, not a full pitch. The initial build linked directly to ThriveCart checkout, skipping the sales page. Buyers would have landed on a checkout page without seeing the full pitch. → Rule: If the page doesn't contain the full sales pitch, link to the sales page. Only full-pitch pages link to checkout.

2. Sales page didn't have a live URL when links were built. CTA links were written before the sales page was deployed. The chain was broken — links pointed to a URL that didn't resolve. → Rule: Deploy destination pages before source pages. Build order: deploy where the link goes, then build the page that links there.

3. Meta Pixel missing from all three new LTO pages. When the thank-you page was swapped from the original to the new lto-thank-you-page.html, the Meta Pixel wasn't carried over. Same omission for the standalone sales page and final thank-you. The CIB delivery page kept its pixel because it wasn't rebuilt. Meta's ad optimization was running blind — every opt-in since the swap was invisible to Facebook. → Rule: Every page on the domain gets the base pixel (PageView). When building a replacement page, carry over the pixel code first, before writing any new content. Add this to QC.

4. Delivery email architecture was wrong in the docs. Docs showed 3 separate delivery automations. Reality: B1 is inside Sequence B, only 2 are standalone. → Rule: When you build something in MailerLite that differs from the spec, update the spec immediately. The vault is the source of truth — if it's wrong, everything downstream is wrong.

5. MailerLite group names in docs didn't match reality. Docs used "52 Skills Buyers" but actual groups are "Start | LTO-52 Claude Skills" with Start/Complete pairs. → Rule: Use actual platform names in docs, not shorthand. Copy-paste from MailerLite, don't paraphrase.

6. Launch checklist showed everything as to-do when half was already built. Kathryn built Sequence B and both delivery automations before the checklist existed. → Rule: Create the checklist first, before building anything. Update it as you build.

7. Email CTAs had placeholder URLs. Emails A3, A4, A5, E1, and E2 were marked "done" but the CTA links were empty placeholders. No actual https://thepracticebuilders.ai/52-skills in the copy. Had to go back and add URLs to all five. → Rule: Email copy isn't done until every CTA has a real URL. Add "CTA links resolve to live page" to the QC checklist.

8. Segmentation problem with existing vs. mid-sequence subscribers wasn't anticipated. 111 subscribers had completed the old CIB nurture (never heard of LTO). ~40 were mid-sequence when the swap happened. No plan for separating them. Solution: rename the completed group to serve as the existing list trigger group. → Rule: Before swapping live automation content, map every subscriber state: completed, mid-sequence, not started. Each state may need a different path.

9. Purchase pixel won't fire (ThriveCart invoice vs. redirect). The Purchase event is on final-thank-you.html, but ThriveCart displays its own invoice page instead of redirecting to the thank-you page. The buyer never hits the page, so the pixel never fires. Additionally, ThriveCart checkout runs on kathrynhbrown.thrivecart.com, which Facebook can't associate with Kathryn's verified domain. → Decision: Deferred. Funnel optimizes for Leads (opt-in), not Purchases. Adequate for a $7 tripwire. Revisit if running purchase-optimized campaigns.

10. No single document showed the full funnel. Information was spread across 7 files. Nobody could see the whole picture. → Rule: This cheat sheet. One page. Every piece. Every connection.

Vault Files — Quick Reference