Nobody builds funnels on a phone.

You're at a desk. Big screen. Mouse. Keyboard. The desktop view is what you see first, what you tweak first, what you obsess over first.

That makes sense. Author where it's comfortable.

But here's the thing your customers don't care about your comfort..

More than half of them are going to hit your funnel on a phone. Thumb on glass. Portrait mode. Tiny screen.

Most people know this. They switch over to the mobile editor, make sure things don't look dumb, and call it done.

That's not the problem.

The problem is three months later when you decide to move your order form from on the page to a popup.

You update the desktop. Looks great. Feels like an improvement. You're proud of it.

What you forgot.. the mobile-only buttons you built during the original optimization? The ones you carefully set to show only on mobile and hide on desktop? They still point to the old behavior. Not the popup. The thing that no longer exists.

Now half your mobile CTAs don't work.

And your analytics just show.. lower conversions on mobile. Which you attribute to mobile users being less committed buyers. Which is a thing people say. Which lets the real problem keep running.

Here's what makes this worse..

Mobile optimization techniques like show/hide elements for desktop only or mobile only are legitimate. They work. But every element you duplicate, every button you create a mobile-specific version of -- that's a parallel system. And parallel systems need parallel maintenance.

Every time you change something in your funnel.. the mobile version needs to be re-verified. Not just at launch. Every. Single. Time.

Script it out. Build a checklist. Assign it to someone. Make it a non-negotiable part of your change process.

Because right now somewhere there's a funnel owner who just made their desktop experience 20% better and their mobile experience completely broken.

And they have no idea.

🚀

​- James