AMP Pro Funnel

The AMP contractor journey — where qualified pros leak out before their first order.

This is AMP’s B2B application funnel — the separate journey a contractor takes to get trade pricing. The standard shopping funnel (cart → purchase) lives on the Funnel & CRO page.

AMP-only funnel; VOLT has no application gate.

Application → approval → first order

Scaled to the selected date range.

Estimated

Applications

622Pro account requests submitted

Approved

49980% of applications

First purchase

15030% of approved

349 approved pros never placed a first order.

“Why do ~70% of approved pros never buy — do they see pricing and balk?” That is the question this page exists to answer.

Approval & purchase are backend-only today — unlocks when joined to NetSuite (approved_pro).

Pro AOV

B2B baskets versus DTC.

$378

Pro orders are worth multiples of a homeowner order — a recovered pro compounds.

Est. value of the leak

First-order value only, no lifetime.

$131,763

Recovering even 10% of lapsed approvals pays for the NetSuite join many times over.

Time to first order

Median days, approved pros who buy.

18d

Onboarding outreach lands after the decision window. Move it to day 2–5.