The Profit Leak toolkit
Printable worksheets
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Worksheet 1. The Leak Equation
| Number | Last month |
|---|---|
| Visits (Arrive) | |
| Conversion rate (Finish) | |
| Average order value | |
| Kept per order before ads: after product, delivery, fees, discounts and returns (Keep) | |
| Cost of getting visitors (ads, influencers, affiliates) | |
| Profit before fixed costs = Visits × Conversion × Kept − Cost | |
| My weakest number is: Arrive / Finish / Keep |
Worksheet 2. The Promise Chain
For your main product, write what each link says.
| Link | What it says | Matches the others? |
|---|---|---|
| 1. Promise made (ad, post, email, AI answer) | ||
| 2. Promise shown (landing page) | ||
| 3. Promise explained (product page) | ||
| 4. Promise priced (cart) | ||
| 5. Promise confirmed (checkout, order email) | ||
| 6. Promise kept (delivery, returns, support) |
Worksheet 3. The Buying Path
| Step | Buyer's question | What I saw | Leak? |
|---|---|---|---|
| 1. Promise | Is this for me? | ||
| 2. Landing | Is the thing I clicked for here? | ||
| 3. Product | Is it right for me? | ||
| 4. Choice | Did I choose correctly? | ||
| 5. Cart | What will it really cost? | ||
| 6. Checkout | Can I trust them with my money? |
Worksheet 4. The Citation Ladder
| Rung | Question | Yes / No | Fix |
|---|---|---|---|
| 1. Findable | Does my product page show up when I search its name? | ||
| 2. Consistent | Are my five key facts the same everywhere? | ||
| 3. Checkable | Can a stranger open proof of my biggest claim? | ||
| 4. Quotable | Can one sentence answer delivery, returns and sizing? | ||
| 5. Backed by others | Do reviews, forums or press mention me? |
Worksheet 5. The Proof Stack
| My claim | Evidence | Source | Date | Others say it | Layers (0 to 4) |
|---|---|---|---|---|---|
Worksheet 6. The Leak Score
First, move anything that meets the urgent override straight to your Stop list. Score the rest.
| Finding | Reach (1 to 5) | Severity (1 to 5) | Confidence (1 to 3) | Effort (1 to 5) | Score = R × S × C ÷ E |
|---|---|---|---|---|---|
Worksheet 7. Stop, Fix, Feed
| Stop (this week) | Fix (this month) | Feed (after the first two) |
|---|---|---|
Promise Register
| Promise | Approved wording | Where it appears | Owner | Last checked |
|---|---|---|---|---|
| Delivery time | ||||
| Delivery cost and free-delivery threshold | ||||
| Returns window and cost | ||||
| Items that cannot be returned, and why | ||||
| Main offer | ||||
| Key product claims |
The 30-Day Fix Plan
If you find something that meets the urgent override, fix it that day.
| Week | Step | Done |
|---|---|---|
| 1. Find | Day 1: Work out your Leak Equation (Worksheet 1). | |
| 1. Find | Day 2: Walk the Buying Path on your best seller (Worksheet 3). | |
| 1. Find | Day 3: Click every live ad, email and partner link through to checkout. | |
| 1. Find | Day 4: Start your Promise Register. | |
| 1. Find | Day 5: Pull out urgent overrides. Score the rest. Sort into Stop, Fix, Feed. | |
| 2. Stop | Fix every Stop item. Test each fix twice, on a phone, as a stranger. | |
| 3. Fix | Make every promise match, using the Promise Register. | |
| 3. Fix | Put sizing, delivery, returns and proof beside the button on your top five products. | |
| 3. Fix | Rewrite every saving in money. Clean up your product feed and store search. | |
| 4. Feed | Set up the first post-purchase messages. | |
| 4. Feed | Shift ad spend, in steps, towards the best profit per order after ads. | |
| 4. Feed | Run your first Weekly Leak Review. Walk the path again. |
From The Profit Leak by Michael Nnaleche. nnaleche.com/book