# Diamond Funnels

> The Diamond launch funnel: three free classes and an offer, the lead steps, the notices to your automation and why a lead does not move forward.

A Diamond funnel is a launch funnel. A person signs up, watches three free classes, gets an offer and buys. Cademí records the step of each lead and notifies your automation tool at each change. Your automation sends the email, WhatsApp and SMS, not Cademí.

**Heads up: the Diamond funnel is available only on some Cademí plans.** It shows only in accounts where it is enabled, under the **Content > Diamonds** menu. If that menu does not show in your dashboard, talk to Cademí's sales team to find out whether your plan includes the funnel and how to enable it.

## The idea in one minute

- The **lead** is the person who entered the funnel. A lead only moves forward, one step at a time or skipping steps.
- The **step** tells where the lead is: watched class 1, opened the offer, bought.
- The **trigger** is the notice that Cademí sends to your automation when the lead reaches a step.
- The **Expected delivery** is the delivery of the paid product. Only its purchase marks the lead as a sale.

**The most important rule:** a new funnel notifies no one. The eleven triggers start inactive and with no address. Until you set up **Spyhub**, no message goes out.

## What a funnel contains

When you create a funnel from a showcase, Cademí sets up everything at once:

- **A product with one module and three lessons.** The product is unlisted, to stay out of the catalog. The lessons start as templates: the promise, the method and the offer. You change the video, text and titles in **Step 1**, **Step 2** and **Step 3**. The funnel follows these three lessons, in this order. A lesson you add later is ordinary content, not a step.
- **An internal delivery.** It gives this product, with lifetime access. It is how the lead opens the free classes. It is never the paid product.
- **One trigger per step, eleven in all, in Spyhub.** They start inactive and with no address.

You still need to set up:

1. In **Step 3**: the **Offer URL** (the checkout page), the **Expected delivery** (the delivery of the paid product) and the invitation **Banner**.
2. In **Spyhub**: the automation address on each trigger, with the trigger on.

## The lead steps

A lead only moves forward, and each step counts once. Six steps happen when the lead does something. Five happen by the clock, after an interval.

| Step | The lead gets here when |
|---|---|
| **New Lead** | They enter the funnel |
| **Did not watch the first class** | The interval passed (1 hour by default) and class 1 is not completed yet |
| **First class completed** | They mark class 1 as completed |
| **Did not watch the second class** | 2 hours passed since class 1 and class 2 is not completed |
| **Second class completed** | They mark class 2 as completed |
| **Did not watch the third class** | 3 hours passed since class 2 and class 3 is not completed |
| **Third class completed** | They mark class 3 as completed |
| **Checkout not started** | 1 hour passed since class 3 and they did not open the offer |
| **Checkout started** | They open the offer link: the banner in class 3 or the personal link in a message |
| **Checkout abandoned** | 1 hour passed since checkout and they did not buy yet |
| **Purchase completed** | They are enrolled in the **Expected delivery** |

The main path, with only the steps where the lead acts:

```mermaid
stateDiagram-v2
    accTitle: The lead's path through the funnel
    accDescr: The lead comes in as New Lead, completes class 1, class 2 and class 3, opens the offer and buys the Expected delivery. Buying the Expected delivery leads to Purchase completed from any step.
    state "New Lead" as Lead
    state "First class completed" as Aula1
    state "Second class completed" as Aula2
    state "Third class completed" as Aula3
    state "Checkout started" as Checkout
    state "Purchase completed" as Compra
    [*] --> Lead: Signup
    Lead --> Aula1: Completes class 1
    Aula1 --> Aula2: Completes class 2
    Aula2 --> Aula3: Completes class 3
    Aula3 --> Checkout: Opens the offer
    Checkout --> Compra: Buys the Expected delivery
    Lead --> Compra: Buys, from any step
```

- **To complete a class is to mark it as completed** in the student area. Opening the class does not change the step.
- **The lead can skip steps.** If they complete class 3 at the start, they go directly to **Third class completed**.
- **Buying the Expected delivery** leads to **Purchase completed** from any step.

### The reminders

The five reminder steps are **Did not watch the first class**, the second, the third, **Checkout not started** and **Checkout abandoned**. They all follow the same rule:

```mermaid
flowchart TD
    accTitle: How a reminder fires
    accDescr: On reaching a step, the interval clock starts. If the lead acts before it ends, they move forward and the reminder is cancelled. If not, they go to the reminder step and the trigger notifies the automation. When they act later, they move forward all the same.
    etapa["Lead reaches a step"]
    agiu{"Acted before the interval ended?"}
    avanca["Moves forward, no reminder"]
    lembrete["Reminder step"]
    gatilho["Trigger notifies the automation"]
    etapa --> agiu
    agiu -->|Yes| avanca
    agiu -->|No| lembrete
    lembrete --> gatilho
    gatilho -->|When they act| avanca
    classDef destaque stroke:#ff005c,stroke-width:2px
    class gatilho destaque
```

If the lead acts before the interval ends, the reminder is cancelled. For example: a lead who completes class 1 in forty minutes never gets "did not watch the first class".

The interval does not open or close the classes. The three classes are open as soon as the lead comes in. To hold a class, use drip content on the product of the funnel. See [Drip content](https://help.cademi.cloud/en/conteudo/conteudo-programado.md).

## Triggers and messages

Cademí sends no messages. At each step, it sends to the trigger address:

- the lead's name;
- the personal link;
- the WhatsApp and SMS texts.

Your automation sends the messages.

- **The text.** Cademí fills in `{nome}` and `{link}`. The bracketed parts of the templates, such as the expert's name and the problem, are only words until you rewrite them.
- **The personal link.** It logs the lead in and opens the next thing: class 1, 2, 3 or the offer. Opening the offer link records **Checkout started**.
- **Link previews.** Previews from WhatsApp, Facebook, Slack and email checkers do not count as a click.
- **One funnel at a time.** A student is in one funnel at a time. If they sign up through the link of another funnel, they move to that funnel. In the old funnel, they stay at the step they had reached. A purchase closes only the funnel the student is in.

## Step by step

### Create the funnel

1. In **Content > Products**, open the showcase.
2. Click **New** > **Diamond funnel**.
3. In **Funnel name**, type the name and click **Create**.

The screen opens the **Dashboard** of the funnel.

4. Open **Step 1**, **Step 2** and **Step 3**. In each one, fill in the **Title**, the **Media (video URL)**, the text, the **Summary** and the **Thumbnail**. **Preview** shows the class as the student sees it.
5. In **Step 3**, under **Offer**, fill in the **Offer URL**, the **Expected delivery** and the **Banner**.
6. In **Settings**, fill in the **Name** and the **Accent color** of the funnel. Add the **Showcase thumbnail**: JPG or PNG up to 1 MB, 1280x720 px recommended.
7. In the header, change the status from **Draft** to **Published**.

The invitation to the offer shows at the end of the class only when the URL and the banner are filled in. Only the last step takes the student to checkout.

### Set up the triggers in Spyhub

Without this step, no message goes out.

1. Open **Spyhub**. The list shows the eleven triggers with **Status**, **Sends** (WhatsApp, SMS, Tag or **No dispatch**) and **Interval**.
2. Click the trigger.
3. In **Dispatch destination URL**, paste the automation address.
4. On the reminder steps, choose the interval in **Activate in**: 15 or 30 minutes, or 1, 2, 3, 6, 12, 24 or 48 hours.
5. Turn on **WhatsApp** and **SMS**, and rewrite the **Message (template)** of each one.
6. If you use email, turn on **Email Marketing**. Cademí sends the **Tag for this step** and **Tag for this funnel** tags, which you copy into your email tool.
7. In **Status**, set **Active**.
8. Click **Save**.

An **Inactive** trigger sends nothing when the lead reaches the step. The badge in the list also turns the trigger on and off. A new interval applies to leads that Cademí schedules after the change. A lead who is already waiting keeps their time.

### Bring in the leads

In the funnel header, **Share** has three ways in:

- **Signup link**: a person who signs up through it enters the funnel.
- **Page form**: a code to paste on your site. It shows a signup form that puts the person in the funnel.
- **Elementor form**: the **Delivery ID** to use in the Elementor form, with the **View instructions** link.

### Follow the funnel in the Dashboard

The **Dashboard** shows six bars: **Lead**, **Watched Class 1**, **Watched Class 2**, **Watched Class 3**, **Accessed Checkout** and **Sale completed**.

- Each bar after the first counts the leads who reached that group or a later group. The percentage is "of everyone who entered".
- A lead who went from entry directly to the purchase shows in every bar.
- "Still in this step" is the leads who stopped there.

The period (**7 days**, **30 days**, **All time** or **Custom**) chooses the leads by the date they entered. The screen shows where they are today.

Click a bar to see the leads of that group, with **Entry**, **Last access** (or **Never logged in**) and **Source**. In **Sale completed**, the amounts also show:

- **direct sale**: the purchase of the Expected delivery;
- **upsell**: any other purchase made after entering the funnel;
- **total**.

Click the lead to open their profile.

The **Content > Diamonds** list sums up all the funnels: **Leads generated**, **Direct sales**, **Upsell sales** and **Total sales**. For each funnel, it shows **Leads**, **Sales**, **Conversion** and **Status**.

## Why a lead does not move forward

**Heads up: this is where most errors happen.** Rafael creates the funnel, publishes it and sends the signup link. The leads come in, but no message goes out. The triggers are still **Inactive** and have no **Dispatch destination URL**. Set up **Spyhub** before you send the link.

| What happens | Likely cause |
|---|---|
| Nobody moves forward | The Diamond funnel was turned off in the account. Reminders that come due while it is off are lost and do not come back when it is turned on again. To turn it back on, talk to Cademí's sales team |
| They stay at **New Lead** after watching | They opened the class but did not mark it as completed. Or drip content still keeps the class closed |
| They skipped several steps | They completed a later class, or bought, before the reminders. Skipped steps are not filled in later |
| Nobody reaches **Purchase completed** | There is no **Expected delivery**, or the sale went to another delivery. Or the buyer used another email, or had the product before entering |
| The step happened and no message arrived | The trigger is **Inactive** or has no **Dispatch destination URL**. Or the channel is off, or the message is still the template |
| **Checkout started**, and they say they did not click | Someone opened their personal link: the lead, a person they sent the link to, or an administrator logged in as them |
| The **Watched Class 1** bar is above the number who finished class 1 | It counts everyone who went further. This includes leads who skipped the class and bought |
| They have the three classes and no step | They were imported or enrolled in the product without entering through the funnel. A spreadsheet import puts nobody in a funnel |

## Good to know

- **One funnel per launch.** The funnel is made for a launch, with the cart open after the classes. For the next cohort, create another funnel. A lead never goes back a step, and a change to the old delivery also changes the previous cohort.
- **Test outside the preview.** To test the messages, use a real test lead, or log in as a test student. The preview as a student does not change the step, and the automation never gets anything.
- **Intervals and the queue.** A new interval does not change leads who are already waiting: they keep the time they got.
- **Delete the funnel.** In the header, **Delete** removes the management of the funnel. Flows that are already in progress continue.
- **The sale stays at the gateway.** The funnel does not charge and does not give the paid product. The sale happens at the gateway and arrives as an ordinary sale. The **Expected delivery** gives the access. See [Deliveries](https://help.cademi.cloud/en/vendas/entregas.md).

## Frequently asked questions

**The leads come in, but no message goes out.** The triggers start inactive and with no address. In **Spyhub**, paste the **Dispatch destination URL** and set **Active** on each trigger.

**Can I use the interval to hold class 2 until class 1 is finished?** No. The interval only schedules the reminder. To hold classes, use drip content on the product of the funnel.

**A person who already has the paid product entered the free classes. Do they become a sale?** No. **Purchase completed** is a new enrollment in the Expected delivery, made after they entered. Keep people who already bought away from the signup link.

**The message arrived with "[expert name]".** The template was left in place. Rewrite the **Message (template)**. Cademí fills in only `{nome}` and `{link}`.