ClickFunnels Review 2022: The Best or Overhyped?

by Navid Moazzez
Updated February 1, 2022

Welcome to this ultimate ClickFunnels review. ClickFunnels can put you on the fast track for lead generation and sales. I wrote this review and guide…

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Welcome to this ultimate ClickFunnels review.

ClickFunnels can put you on the fast track for lead generation and sales.

I wrote this review and guide to help you understand how ClickFunnels works and the exciting things you can achieve with it, including the pros, cons, and much more.

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At the end, you’ll have a chance to leave your own opinion of what you think of ClickFunnels and this review so stick around for that.

This is an extensive, in-depth ClickFunnels review, so get ready to roll up your sleeves and get dirty.

You’ll find the table of contents below for easy navigation to the parts that you’re most interested in.

Let’s get started!

What Is ClickFunnels?

Co-Founders Russell Brunson and Todd Dickerson started ClickFunnels in 2014. It’s now a $360 million SaaS business, all entirely self-funded!

What led to ClickFunnels explosive success?

Incredible marketing strategies!

The same tactics that Brunson and Dickerson used to growth hack their company are what they sell with ClickFunnels.

Check out Brunson’s book, DotCom Secrets: The Underground Playbook for Growing Your Company Online to learn more about his marketing strategies.

And he’s also the author of Expert Secrets, which is one of my recent favorite marketing and business books where you discover how to create a mass movement and actually get people to pay for your advice.

Here’s a video where Russell explains more about why ClickFunnels is different:

ClickFunnels has one MAJOR advantage over the competition:

Ready-to-go, battle-tested, conversion-optimized marketing funnels with high-converting page designs.

This is the core of ClickFunnels.

Sure, the page builder is relatively intuitive and easy to use, but it’s central attribute is helping you get your revenue up.

​​​What’s Included Inside ClickFunnels?​​​

As with everything in life, you get what you pay for. The old adage applies to ClickFunnels as well.

You have two packages with ClickFunnels:

  1. ClickFunnels Platinum Plan – formerly called the Etison Suite Plan ($297/month OR 6-12 months at a special price – special discount)

It’s a pretty big price jump between the two! That’s why I’m here to help you decide which is best for you.

Let’s break’em down.

Standard Plan

There are a two main differences between ClickFunnels Basic and Etison Suite:

  1. ClickFunnels Standard is limited in the number of funnels, pages, domains, and monthly visitors you can have.
  2. ClickFunnels Basic does not include several advanced features.

What You Get With ClickFunnels Standard:

  • Unlimited contacts
  • 3 custom domains
  • 100 pages
  • 20 funnels
  • 20,000 monthly visitors
  • All page templates
  • All funnel types
  • Ability to share your funnels with other ClickFunnels users
  • A/B split testing
  • Email integration with third-party outreach manager 

What You Don’t Get:

Backpack (affiliate program management)

Actionetics (email marketing and automation platform)

Platinum Plan (formerly Etison Suite Plan)

When you upgrade to Platinum Plan, you go from having a limited number of funnels and pages to unlimited and some other awesome benefits.

That’s right, you get to build marketing funnels to your heart’s content!

With Etison Suite you get:

  • Unlimited contacts
  • Unlimited pages
  • Unlimited funnels
  • Unlimited monthly visitors
  • 3 custom domains
  • All page templates
  • All funnel types
  • Ability to share your funnels with other ClickFunnels users
  • A/B split testing
  • Email integration with third-party outreach managers 

To top it all off, you get access to 2 powerful features:

Backpack (affiliate program management)

Actionetics (email marketing and automation platform)

Here’s the comparison chart between the Basic plan and Etison Suite side by side.

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I review many of these features later on in the article along with ClickFunnels’ other premium features.

Is ClickFunnels Right For Me?

Do you have a product to sell or a launch to promote?

If the answer’s yes, then ClickFunnels could be worth a try.

So who is ClickFunnels for?

In this section I’ll get into that quickly before we get dive deeper into this ClickFunnels review.

ClickFunnels Is Right For You If:

  • You’re an eCommerce business owner.
  • You sell information products.
  • Check CircleYou’re a coach or consultant.
  • You offer professional services.
  • You’re an agency owner.
  • You’re in retail (selling to consumers).
  • You’re in network marketing.
  • Check CircleYou do affiliate marketing.
  • Check CircleYou’re in B2B (business to business).

You just have to be sure that a sales funnel fits into your business model.

Even if you’re just starting your business, you can still benefit from the efficiency and ease of use of ClickFunnels.

Most users start out with the ClickFunnels Basic and then upgrade to Etison Suite once they exceed the monthly visitor, page and funnel limits of Basic.

ClickFunnels Is NOT Right For You If:

  • You can’t afford the minimum price of $97/month.
  • You don’t have the time to invest in learning how to use ClickFunnels.
  • You don’t have a product to sell or promote.
  • Times CircleA sales funnel isn’t a strategic part of your business model.
  • Times CircleYou’re not interested in building a successful online business.

Funnels can be setup in as little as 10 minutes if you’re tech savvy, but everyone’s learning curve is different.

If you’re a complete novice, plan to set aside at least two to three days to figure out how to get the most out of ClickFunnels (but it would be like that with pretty much any other similar tool you start using as well).

ClickFunnels Review: An In-Depth Look Inside

ClickFunnels increase their customers’ revenue by designing sales funnels based around basic human psychology.

They take the guesswork out of what works.

This ClickFunnels review exposes what makes this sales funnel building software so effective at generating leads, driving revenue, and creating and promoting events like virtual summits.

My Personal Favorite ClickFunnels Features

When it comes to SaaS products, I ask two main questions:

1.  Will it save me time and energy?


2. Can it make me more money, faster?

ClickFunnels checks both of these boxes for several reasons:

  • ClickFunnels integrates with a laundry list of third-party software from email marketing platforms to ecommerce tools.

There are so many useful features as well, and I know they are constantly improving the platform as well.

That being said, let’s dive into a more in-depth ClickFunnels review of the key features and benefits it can offer you.

ClickFunnels comes with preset funnels for lead generation, sales and event promotion that are designed to increase engagement and conversions.

Not interested in spending time tweaking page designs?

No problem.

ClickFunnels pages are good-to-go out of the box.

Best of all, they’re easy to implement.

ClickFunnels connects customers with your membership area immediately after they subscribe a product so that they have instant access to all of your content, tutorials and upsells.

Before we dive into the different funnels that ClickFunnels offers, let’s define the different types of pages and their roles in the funnel.

How ClickFunnels Work: When Pages Become Funnels

Every legendary funnel consists of a series of pages. When you arrange these pages strategically, they become a powerful sales funnels.

Can I get a squeeze please?

Many of the funnels in ClickFunnels start off with a “squeeze page.”

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The squeeze page has one purpose: to collect a single piece of info about the customer so that you can retarget them. In most cases, this is an email or Facebook messenger info.

Reverse Squeeze Page

A reverse squeeze page is the first page in the funnel (if it’s used at all).

It’s job is to get the customer warmed up for engagement and hyped about the value of the product before sending them onto an actual squeeze page to collect their contact info.

Sales Letter Page

A sales letter page is sometimes used at the beginning of a funnel. It promotes the value of the product through a video or letter at the top of the page.

Below is a place for the customer to submit their credit card info and make the purchase.

Application Page

An application page collects detailed contact information about the customer, such as phone number, address and other valuable tidbits.

Upsell / OTO Page 

An OTO (one-time-offer) page is an upsell page that offers an instant upsell to the customer after they’ve just made a smaller purchase.

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It allows them to commit to the upsell with one click using the credit card from the previous transaction.

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Offer Wall Page / Thank You Page

An offer wall page thanks the customer for subscribing/purchasing and displays a list of other top-selling products that they may be interested in.

Customizing Your Pages

  • You can tweak pre-designed templates to match your design preferences with the Etison Editor drag ‘n drop builder.
  • Customize any feature using the drag ‘n drop builder. If ever you need to make a change that’s outside the scope of the page builder, you can use CSS code.
  • Padding adjustment: adjust the space between features at will.
  • Color adjustment: change the color of any element.

Now let’s see these funnels in action!

Funnel Builder

The most part of ClickFunnels is, of course, their funnel builder.

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ClickFunnel has two options when it comes to setting up your funnel:

  1. The Cookbook Builder Process (guided)
  2. Classic Funnel Builder (DIY)

The Cookbook Builder

The Cookbook Builder is a relatively recent addition to the ClickFunnels arsenal. It allows you to create funnels based on the industry and type of funnel.

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You get to sort between the following industries…

  • Professional services
  • Ecommerce
  • Network marketing
  • B2B
  • Author/Speaker/Coach/Consultant
  • Retail
  • Other

From their you get to choose between your type of funnel:

  • Lead funnel
  • Sales funnel
  • Event funnel

Classic Funnel Builder

The Classic Builder is more straightforward but result in you having to make more design decisions further down the line.

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You simply choose between…

  • Collect emails
  • Sell your product
  • Host a webinar
  • Create a custom funnel

Here’s how these different types of funnels work..

Types Of Funnels You Can Create With ClickFunnels

What are you hoping to accomplish with your funnel?

Do you want to build your list of leads for retargeting?

Maybe you want to push a sale and then immediately go for the upsell?

Either way, Clickfunnels has your back with their carefully crafted funnels.

Clickfunnels has three main types of funnel designs:

  1. Lead funnels
  2. Sales funnels
  3. Event funnels

Funnel Type #1: Lead Funnels

Want to generate leads?

ClickFunnels has a funnel for that.

If you’re hunting for leads, you have two unique funnels to choose from depending on your acquisition goals:

  1. Email/messenger
  2. Full-on application

1. Basic Email/Messenger Leads

Basic email or messenger lead funnels are as simple as they come. They consist of a squeeze page followed by a thank you page.

They’re the smash and grab of the sales funnel world.

The goal is to build a list of leads so that you can retarget them and sell to them later.

Wham, bam, thank you man!

2. Application Funnels

Application funnels are for when you want to gather a little bit more than just a single piece of contact info. Because you’re asking the customer to spend more time filling out a longer form, you need to warm them up first.

That’s where application funnels are at their best.

Page #1

Application funnels warm the customer up by using a “reverse squeeze page” to get them excited about the product.

Page #2

Then comes the squeeze page to collect their email or FB messenger info. That way, if they bail here, at least you’ve got the contact info out of it.

Page #3

Next is the application page. The application page collects the entire delicious platter of data — everything from phone numbers to addresses.

Page #4

The funnel ends with a nice thank you page.

Funnel Type #2: Sales Funnels

Ready to sell? When the time’s right, you’ll want to pull a sales funnel out of your bag of tricks.

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1. Two-Step “Tripwire” or “Unboxing” Funnel

Tripwire, or unboxing funnels, as they’re called, are the golden unicorn of marketing funnels.

They capitalize on the buying momentum of customers who just made a purchase.

A two-step tripwire funnel uses a lower-priced product to warm customers up for the upsell.

Some ClickFunnels users expect to lose money on the cheap product in this funnel.

That’s okay.

It’s sole purpose is to warm the customer up for the upsell on the next page.

Here’s how it works:

Page #1

The funnel starts with a sales page for a cheap product like an ebook, or whatever introductory product you choose.

Page #2

The second page is the OTO page, or upsell page. The customer has already entered their billing info when they bought the first product. They only have to make one click on the OTO page and their card will automatically be charged.

PRO TIP: Boost your conversions on the OTO page by saying that the upsell product is only available at a discounted price if they buyright now.

Page #3

Offer Wall Page: This third and final page displays a list of additional products that the customer might be interested in.

2. Sales Letter or Video Sales Funnel

Sales letter, or video sales funnels, are for more expensive products or ones that need more convincing.

Here’s how they work…

Page #1

This funnel starts with a sales letter page featuring a video or letter that promotes the offer. Below is a place to submit credit card info and make the purchase.

Page #2

OTO page with upsell offer.

Page #3

Offer wall page to promote other products.

3. Product Launch Funnel

Got a killer product that’s ready for liftoff?

Product launch funnels are engineered to get people pumped for your product release.

The guys who do the JumpCut YouTube channel course executed this strategy perfectly for the launch of their JumpCut 2.0 program.

They used a squeeze page to collect an email, a pop-up to request collect info about the customer’s business goals, and then delivered a series of videos to keep them stoked about the product launch.

Here’s how it works…

Page #1

Squeeze page collects the customer’s email and commits them to the video series.

Page #2

Pop-up asks for more info about what they’re trying to accomplish with your product. This allows you to segment them into a specific video series if you have a different series for different types of customers.

Page #3

The four-part video series is delivered directly into the customer’s inbox one at a time between now and the launch date. The videos educate the customer about your product and keep them excited up until the day your product goes live.

Funnel Type #3: Event Funnels

Hosting a virtual summit is one of the most powerful ways to rapidly build an email list, network with industry experts, and increase revenue.

Some of our Virtual Summit Mastery students use ClickFunnels to create their summit pages and high-converting funnel with ease (we make it extremely easy for them inside the VSM 3.0 program).

Russell Brunson walks you through how to create powerful event funnels in the video below (mostly focused on live and automated webinars… it would look quite a bit different for a well executed virtual summit funnel).

1. Webinar Funnel

Use this funnel for the entire sign-up process of your live event. ClickFunnels doesn’t have the ability to stream live events, but you can integrate with a 3rd party like Zoom or YouTube live.

Here’s how the funnel works:

Page #1

The webinar registration page gets them signed up and automatically adds them to the third-party software where you’re hosting the live event.

Page #2

The confirmation page is where the customer signs up for a specific time slot for your virtual summit or webinar.

Then comes the retargeting pages…

Indoctrination Page Series

The indoctrination page series is usually a series of three emails that keeps them hyped about the upcoming webinar.

Webinar Replay Page

This page gets sent to the inboxes of people who signed up for the event but failed to show up. It provides them with a link to where they can watch a replay of the event.

2. Automated, On-demand, Evergreen Webinar Funnel

This funnel is the exact same as the “Live Webinar Funnel” except that the recorded webinar can be hosted within ClickFunnels rather than a third-party software.

Drag ‘n Drop Page Builder

The pages in your funnel are your opportunity to introduce your brand to new customers.

ClickFunnels drag ‘n drop page builder allows you to do this by giving you the freedom to change the page design, all without needing to know how to code.

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Each page is organized into sections. Within each section you can edit the rows and columns.

Insert elements with the drag and click of a mouse.

Once you’re familiar with the interface, you can dramatically change the look and feel of the page, although the customizations are more limited compared to similar SaaS products.

Modify elements using the pop-out sidebar, and edit text elements directly on the page.

Membership Sites Feature

Create a “membership” page where all of your training material or subscription content is available in one location.

Here’s how:

  • Customers can create a login and have instant access to the membership area.


  • You can “drip-feed” the content to your members via automated email campaigns.
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Order Forms

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  • Create order forms that are easy to use and reduce cart abandonment.
  • You can create traditional, one-page order forms. 


  • You can use two-step order forms that collect emails on the first page. The advantage to two-step forms is that if they abandon the cart on page two you can still retarget them with the contact info you collected on page one. Genius!
  • You can add “instant order bumps” to capitalize on impulse purchases.

Affiliate Program Management

You can manage your affiliate programs within ClickFunnels using Backpack.

  • Inside of ClickFunnels you can change commission plans and do payouts.
  • Provide banner ads and example sales copy that’s easy to download.
  • Generate affiliate links so that your affiliates can get paid for sharing your free content. The link will be tracked throughout the customer’s journey, so that if somewhere down the line they buy, the affiliate who originally referred them will be compensated. 

Capturing Leads

Once you’ve gathered your customer contact info, it’s time to retarget.

There are a couple of snazzy ways to do this within ClickFunnels depending on the type of plan you have.

Method #1: The Automation Tab

  • Available with both the Basic and Etison Suite plan.
  • Create short email sequences that automatically go out following an opt-in or sale.
  • Create notifications to inform you about a sale or new subscriber.
  • Schedule the time of day that you want the emails to be sent.

Method #2: Actionetics Follow-Up Funnels

  • Actionetics is only with Etison Suite.
  • Actionetics is an email autoresponder that lets you set up specific email campaigns for different audiences.
  • Campaigns can be based on the customer’s previous purchase history, where they came from, who they are, and what their behavior was during previous interactions with your funnel.

Boost conversions with targeted campaigns!

Actionetics Features:

1. SMART Lists

SMART lists allow you to data-mine your subscribers so that you can target them with a specific email series tailored just for them.

Target people who…

  • Were going to purchase but abandoned their cart.
  • Are super-buyers who purchase everything you offer.
  • Engage in all of your free content but never bite on the offer.

You can even target people who have a certain number of followers on Facebook!

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2. ACTIONETICS: Soooo Many Ways to Retarget

With Actionetics, your retargeting isn’t just limited to email campaigns.

Retarget with:

  • Facebook Messenger
  • Targeted ads
  • SMS messages
  • Desktop notifications

If someone doesn’t respond to Messenger ads, hit them up with SMS messages or desktop notifications.

Not everyone engages with all types of content, so it helps to have multiple angles to work.

3. Trackability: Actionetics “Action Score”

  • Track the open rates, click-through rates, and how much money is generated by each email campaign.
  • Know who your big spenders are.

Actionetics assigns an “action score” to each contact or lead bases on four factors:

  1. Recency: how fresh the lead is
  2. Frequency: how often the lead interacts with your funnel
  3. Monetary Value: how much they spend relative to your other leads
  4. Social: Ranks leads according to how active they are on social media

Leads with a higher overall action score should be more likely to interact with your brand.

Integrating Products Into Your Funnels

Success! You’ve made a sale. The customer’s done their part, now you just have to do yours and deliver the goods.

ClickFunnels makes the delivery of your products and services a breeze.

Instant Access to Membership Site and Digital Products

When customers buy your digital products, ClickFunnels automatically unlocks membership to your site.

Customers can immediately browse your other digital products.

This is ideal if you sell multiple products and services that you promote with training content and teasers.

You can also opt to send the customer directly to a thank you page where they can download their digital product right away.

Physical Products

If you sell physical products, you can add the ShipStation feature to your funnels.

ShipStation allows you to connect to over 100 different drop shipping and ecommerce sites.

Split Testing

The subtlest of page design changes can 2X or 3X your conversions.

ClickFunnels allows you to conduct A/B testing for…

  • Images
  • Images
  • Copy
  • Headlines
  • Buttons

…and literally anything you can think of.

ClickFunnels Support & Documentation

When the “ish” hits the fan and you have problems to solve, is ClickFunnels there for you?

ClickFunnels Support

The truth is, ClickFunnels has decent to adequate support depending on who you talk to.

While they don’t have 24-hour chat support, their support team is usually pretty helpful when you can get ahold of them.

It can take several hours sometimes before you hear back from chat support, even during working hours.

Some customers have complained that ClickFunnels engineers fail to resolve problems that they promised they would get fix.

The good news is that reports such as these are much less common than the positive feedback they get.

Overall, the ClickFunnels community tends to be generally pleased when it comes to customer service. Although their customer service is not the best, it holds its own when weighed against the quality of the product itself.

ClickFunnels Documentation

ClickFunnels’ help center could use a more substantial catalogue of educational materials and articles for troubleshooting.

ClickFunnels Review Documentation