Hey, I'm Ryan Koenen, founder of DTC Funnels, where we break down the latest strategies and insider secrets from the DTC landscape.
This week:
👉 Why 95% of DTC ads send traffic directly to product pages
👉 The 3-step listicle strategy I use to generate millions in revenue
So I've been getting a ton of questions about how to actually build a DTC funnel that converts cold traffic into buyers. And honestly? Most people are doing it completely wrong.
They're trying to sell directly from their ads (rookie mistake), or they're sending people straight to their product pages where 95% of visitors just... bounce.
Today I'm breaking down the exact 3-step system I use that's generated millions for DTC brands. It's not complicated, but there's a specific way to do it.
The Problem With Most DTC Funnels
Here's what I see everywhere:
Facebook Ad → Product Page → Pray They Buy
This is like asking someone to marry you on the first date. It's WAY too aggressive for cold traffic.
Instead, we need to warm them up first. Think of it like this:
Step 1: Get their attention (TOF Ad)
Step 2: Build trust & educate (Listicle Pre-lander)
Step 3: Convert (Product Page)
Let me break each one down...
Step 1: The TOF Ad (Your First Impression)
Your top-of-funnel ad has ONE job: make the right people curious enough to click.
That's it. Don't try to sell here.
What Works:
Call out pain points: "Why so many people struggle with sore feet every day..."
Promise emotional benefits: "Finally walk pain-free all day"
Use curiosity hooks: "Doctors don't want you to know this" or "The #1 trick seniors use to..."
Your CTA Should Be Low-Commitment:
❌ "Buy Now"
✅ "See Why Thousands Are Switching"
✅ "Read the 10 Reasons Here"
The goal is to intrigue, not intimidate.
Step 2: The Listicle Pre-lander (The Secret Sauce)
This is where the magic happens. And honestly? Most brands completely skip this step.
A listicle feels like content, not an ad. People LOVE consuming "10 reasons why..." content because it doesn't feel salesy.
Why Listicles Work So Well:
Education first, selling second - People resist direct selling but welcome learning
Easy to scan - Numbered lists are fun to scroll through
Multiple angles - Each reason hits different buyer motivations
Builds trust - You're providing value before asking for money
The Structure That Converts:
Hero Section: Start with a headline that speaks to their pain:
"Fed Up With Sore, Aching Feet Every Day? Here's What Smart People Are Doing..."
Add some credibility: "400,000+ happy customers | Endorsed by podiatrists"
Educational Intro: Don't jump straight into your product. Set the stage:
Call out the pain: "1 in 3 people suffer from foot pain..."
Explain why existing solutions suck (narrow shoes, expensive orthotics)
Then transition: "But a new type of barefoot shoe is changing everything..."
The Numbered List (Your 10 Reasons): Each reason follows this formula: Pain → Benefit → Product Tie-In
Example:
Reason 1: Step In & Go — no bending required, perfect for stiff joints
Reason 2: Stability & Balance — non-slip sole keeps you safe anywhere
Reason 3: All-Day Comfort — zero-drop sole fixes your posture
Sprinkle in Social Proof: Between reasons 3-4, drop in a testimonial:
"I can walk pain-free again after years of struggle — these shoes are life-changing." – Susan T.
Pro CRO Tips:
Sticky Add-to-Cart: Don't show it immediately. Wait until they've read 2-3 reasons, then make it appear with copy like "⭐ Trusted by 400,000+ | Get 45% Off Today"
Progress Bar: "Step 1 of 3: Learn why these shoes are different" - Makes it feel like a guided journey, not a sales pitch
Urgency Elements: Countdown timer, "Sell-Out Risk: High", seasonal tags like "Early Autumn Sale 🍂"
Final Bridge to Product Page: End with your strongest offer:
"Up to 45% Off — Limited Time Only"
"30-Day Money Back Guarantee"
CTA: "Get Yours Today →"
Step 3: The Product Page (Go For The Kill)
By now, only high-intent traffic makes it here. These people are already 80% sold from your listicle.
This is where you go full sales mode - urgency, scarcity, benefits, guarantees. Everything.
The Retargeting Strategy
Here's the flow:
TOF Ad → Listicle: Warms up cold traffic
Listicle → Product Page: Only sends qualified buyers
Bounced from Listicle?: Just retarget them with your original TOF ads (familiarity breeds clicks)
Keep it simple. Don't overcomplicate with 47 different retargeting audiences.
The Bottom Line
Most DTC brands are trying to sprint when they should be walking their customers through a journey.
Your ads should intrigue. Your listicle should educate. Your product page should convert.
It's not about being clever - it's about being strategic with the psychology of how people actually buy online.
What's working for you right now? Hit reply and let me know what your current funnel looks like. I read every response and often turn them into future newsletters.
Talk soon, Ryan
P.S. If you found this helpful, forward it to another DTC founder who's struggling with their funnel. They'll thank you for it.
