# Lead Magnet Funnel: a freebie for an email, then the follow-up

> A lead magnet funnel is the shortest list-building sequence: an opt-in page that offers something useful for free, a thank-you page that delivers it, and the emails that follow. The freebie is a checklist, template, guide, short video or sample lesson that solves one small problem for the people who will later buy your paid offer.

In the new Funnels, the lead magnet template is an Opt-in step with the freebie attached and a Thank-you step, and every sign-up becomes a lead with its own pipeline stage.

These pages describe the new Funnels, the visual canvas builder you choose with “Try the new Funnels” in your Vonza admin. Classic funnels keep working, and you can switch back at any time.

## Who a lead magnet funnel is for

Anyone whose sale takes more than one visit. A lead magnet turns a stranger into a name you can write to, which is the only way most courses, coaching and memberships are sold.

- **Creators starting a list from nothing**: A single opt-in page is enough to begin. Put it in your bio link and under every post, and let the welcome sequence introduce what you sell while you build the paid offer.
- **Course creators warming up a launch**: A free sample lesson or a workbook from the course gives people a taste of the teaching. The lead magnet funnel fills the early list that a launch funnel opens the doors to later.
- **Service businesses that need to qualify interest**: Ask up to ten questions on the opt-in page: budget, timeline, the problem they are solving. The answers arrive with the lead, so you know who to call first.

## The steps of a lead magnet funnel, in the order the Vonza template builds them

Two pages on the canvas, plus the automations that do the real work after the sign-up.

1. **Opt-in page with the freebie** (Opt-in step): The Opt-in step always asks for an email; name and phone are optional, and you can add up to ten questions (short or long text, a number, or pick one) and a consent checkbox. Attach the freebie as a link or upload the file itself (JPEG, PNG, MP4, PDF, MP3 or text, up to 1 GB, less on some plans). Choose which lists the lead joins and up to five courses or bundles to enrol them in, for a free sample lesson. Design: Split.
2. **Thank-you page** (Thank you step): Delivers the freebie, or tells the lead it is on its way by email, and says what happens next: the welcome emails, a link to your paid offer, or an invitation to a webinar. It ends the funnel.

There is no separate “tripwire” template in the library. If you want a small paid offer straight after the opt-in, point the thank-you page’s button at a quick checkout funnel or build the sales funnel shape, which puts a sales page and checkout after the opt-in.

## The maths of a lead magnet funnel

Two numbers decide a lead magnet funnel: the share of visitors who opt in, and what a lead is worth to you later. The second one is why the first is worth testing.

**An example with placeholder numbers, not averages or results**

| Line | Example figure | How it is worked out |
| --- | --- | --- |
| Visitors to the opt-in page | 2,000 | From your bio link, posts and ads |
| Opt-ins | 600 | 30% of visitors leave an email |
| Leads who open the welcome sequence | 360 | 60% of leads |
| Leads who buy within 30 days | 24 | 4% of leads |
| Revenue at a $150 offer | $3,600 | 24 orders × $150 |
| Value of one lead | $6 | $3,600 ÷ 600 leads |

The figures are placeholders to show the arithmetic, not a forecast. The last line is the one to remember: once you know what a lead is worth over a month, you know what you can afford to pay for a visitor, and whether a better freebie or a better opt-in page is the cheaper fix. A page that opts in 40% instead of 30% creates a third more leads from the same traffic.

The funnel’s Stats screen counts page views, unique visitors and leads over 7, 30 or 90 days, and the leads list shows who has become a Customer, filtered by UTM source, medium and campaign if you tag your links.

## What to test first in a lead magnet funnel

Three tests, in this order; each one runs on the opt-in step and counts sign-ups.

- **The freebie itself**: Before the page design, test what you give away. Two versions of the opt-in page with two different freebies (a checklist against a short video, say) tell you which promise your audience wants. The metric for an opt-in step is the sign-up.
- **How much you ask for**: Email only against email, name and one qualifying question. Fewer fields usually opt in more people; more fields give you better leads. The leads list shows the answers, so judge the test on both counts.
- **The page design**: Split, Cover, Card, Video, Minimal, Gallery or Waitlist: seven opt-in designs are one click apart with Change design. Test the two that fit your freebie, then Pick winner and move on.

## Follow-up automations that fit a lead magnet funnel

The welcome sequence is where a lead magnet pays off. Build it in the funnel’s Automations tab from the recipe, then add the branches below as the list grows.

- **Someone becomes a lead** (recipe: Welcome new leads): The recipe starts when someone opts in and sends your first email. Extend it with Wait steps (a day between emails works) into a short sequence that introduces you, delivers one more quick win, and only then mentions the paid offer.
- **A lead views a page**: Trigger on the thank-you page with an Only continue if step on one of your opt-in questions, so leads who said “I need this soon” get a different first email, or a Notify me step so you hear about them the same day.
- **A lead moves to a stage**: Rename the pipeline stages to match your sales process, then start a sequence when you move a lead to Qualified: an invitation to book a call, or an Enroll step that opens a free preview course.

Every recipe is created switched off so you can read it first. Vonza AI can draft each email or SMS from one sentence, using AI credits; SMS depends on your plan.

## The Vonza lead magnet templates and their designs

Lead magnet is the one shape that covers all twelve industry packs, so twelve of the 41 templates are lead magnets: “Coaching lead magnet”, “Online courses lead magnet” and one each for Fitness, Creators, Online store, Agency & services, Events, Finance, Real estate, Nonprofit, Wellness and Community. Each opens with its opt-in and thank-you pages written for that field, in your brand colours and fonts.

The opt-in step has seven designs behind Change design (Split, Cover, Card, Video, Minimal, Gallery and Waitlist) and the thank-you step six, out of 55 across the library. The Waitlist design is the same step dressed for a launch, the natural start of a product launch funnel.

Or describe the freebie with “Write it with AI” and the Lead goal, and Vonza AI writes both pages.

**Templates:** Coaching lead magnet, Online courses lead magnet, Fitness lead magnet, Creators lead magnet, Online store lead magnet, Agency & services lead magnet, Events lead magnet, Finance lead magnet, Real estate lead magnet, Nonprofit lead magnet, Wellness lead magnet, Community lead magnet.

**Designs to try:** Split (opt-in), Cover (opt-in), Card (opt-in), Video (opt-in), Minimal (opt-in), Gallery (opt-in), Waitlist (opt-in).

Included in every Vonza plan, 14-day free trial. How many funnels you can publish depends on your plan.

[See the plans](https://vonza.com/pricing)

## Questions about lead magnet funnels

### What is a lead magnet funnel?

A lead magnet funnel is an opt-in page that offers something free in exchange for an email, a thank-you page that delivers it, and the emails that follow. In Vonza it is the lead magnet template: an Opt-in step with the freebie attached, a Thank-you step, and the Welcome new leads automation.

### What can the freebie be?

A link to anything (a page, a video, a document) or a file you upload to the opt-in step: JPEG, PNG, MP4, PDF, MP3 or text, up to 1 GB, though your plan may allow less. The opt-in step can also enrol the lead in up to five courses or bundles, so a free sample lesson works as a lead magnet too.

### What does the opt-in page ask for?

Always an email. Name and phone are optional, and you can add up to ten questions (short text, long text, a number, or pick one) and a consent checkbox. The answers arrive with the lead in the funnel’s leads list, where you can filter by stage, funnel, UTM values and sign-up date.

### Is there a tripwire funnel template?

No. The library has no template called tripwire. To sell a small offer straight after the opt-in, point the thank-you page’s button at a quick checkout funnel (one checkout page and a thank-you page), or use the sales funnel shape, which puts a sales page, checkout and one-click upsell after the opt-in.

### How do the follow-up emails work?

In the funnel’s Automations tab. The Welcome new leads recipe starts when someone becomes a lead and sends your first email; add Wait steps and more emails for a sequence of up to 20 steps. Other triggers (a page view, a stage change) can start other sequences. Vonza AI can draft each email from one sentence.

### What should I split test first?

The freebie, then the fields, then the design. A split test shows a second version of the opt-in page to a share of visitors (1 to 99% each) and counts sign-ups; when one is clearly ahead, Pick winner sends everyone to it.

## Related pages

- [Vonza Funnels](https://vonza.com/sales-funnel)
- [Funnel templates](https://vonza.com/funnel-templates)
- [AI funnel builder](https://vonza.com/ai-funnel-builder)
- [Automations](https://vonza.com/automations)
- [Vonza CRM](https://vonza.com/crm)
- [Quick checkout funnel](https://vonza.com/quick-checkout-funnel)
- [Product launch funnel](https://vonza.com/product-launch-funnel)
- [Webinar funnel](https://vonza.com/webinar-funnel)