The Mirror Method: How to Become a Better Marketer Effortlessly

“Elephant, e-le-phant, c’mon say elephant”


“Yes! Almost! Elephant.”

This went on for hours, me pointing out an animal in the book and my one-and-a-half-year old niece trying to repeat the names.

By the end of our afternoon together, she learned a few new words all while having fun.

And just as easily and effortlessly as children learn to speak by imitating the grownups, you learn new marketing skills this way too.

We call it “The Mirror Method” 


The Mirror Method Revealed

The principle of the Mirror Method is simple: you find someone who’s doing a good job on marketing their product or service and you analyze every step of their funnel.

But time after time, when we gave this exercise to someone new on the marketing team, we noticed that it wasn’t that easy after all. That’s why I decided to walk you through an example of applying the Mirror Method on one of the funnels of a company I admire: MindValley

Let’s look at the different steps, tools and thinking process involved in the Mirror Method.

Who Should You Mirror?

The goal of the Mirror Method is to discover a new tactic, tool, method, system... that you can then apply to your own business.

But of course, you want to be sure you’re analyzing someone worth mirroring!

Which is why, I suggest you only mirror companies whom you know are making decent money. Those are the people who have their marketing funnel figured out.

Don’t mirror websites because you “like” what they are doing or how their site looks like unless you know they are making significantly more revenue than you are.

An easy Google search for company + revenue will probably give you some pointers.

Where Should You Start?

The homepage or a blog article is always a good start for the Mirror Method.

This means you’re looking at the content marketing of the company and start analyzing the funnel from there.

Another place to start can be social media and, more specifically, the ads you see on your social media profile.

Pro Tip: Did you know that Facebook now shows all the ads a certain company is running?

Pro Tip: Discover all running Facebook Ads 

Did you know that Facebook now shows all the ads a company is running? Yes, that's right! This information is freely available.

Step 1: Go to the page of the company

Step 2: Click on "info and ads" in the left menu

Step 3: Scroll through all the ads 

Discover running Facebook ads

The "Info and Ads" tab on a Facebook page reveals all the running ads (per location!)

Questions to Ask & Tools to Use When Going Down the Rabbit Hole

Now it’s time to go down the rabbit hole… You found a starting point of the funnel, so let’s jump in.

And remember, you’re trying to learn something new. Curiosity is your best friend. Don’t simply look at what’s happening but always ask yourself “Why would they be doing this? What’s at play here?”

1. What’s Up With That URL?

When you go through a funnel, pay attention to the URL of the pages you land on. These URLs can reveal more than you think.

Internal Organization

First of all, you can learn a lot about how a site organizes their content.

In the MindValley example, you can discover that the landing page is a child page of another page.

When you go to the parent page (, you can see the sales page of the program without the launch discount.

This teaches us several things:

  • At MindValley, they organize their lead generation landing pages as child pages of the sales page

  • The original sales page is still available even during a launch period

  • The “usual” price of the program is $1095

Data Organization

Not only can you discover the internal organisation, you can also discover how the company goes about organizing and analyzing their data in Google Analytics.

As you can see, the URL has a “?” after the normal URL.

These are called UTM parameters. With UTM parameters, you can tag your links to gauge the effectiveness of your campaigns.

When you have a landing page in your funnel, you’re most likely getting traffic from different sources. Some people might click on a link in your email newsletter, others might come from the blog, yet others from Facebook, etc.

Adding UTM parameters to links will allow you to see in Google Analytics where your traffic came from and analyze which type of traffic is converting best.

If you’ve never heard about UTM parameters or how to use them, here’s a really good guide that explains it in great detail.

In the MindValley URL, you can see:

  • utm_source=Smartbar_Bottom_Launch_blog2

  • utm_campaign=launch_hgl_march_2019

Why is this so interesting?

Because it indicates that they are probably testing and analyzing which placement on the blog works better. If you see that in 3 months time they don’t use the sidebar widget anymore but only a Smartbar, you can assume that ribbon won the test and converts better.

You can also see that this launch is part of a campaign for March 2019 which means that the funnel we’re analyzing should have some interesting scarcity elements in it.

A/B Testing

Another thing you can discover when looking at the URL is whether the website is A/B testing their traffic or not. If you ran any A/B tests yourself, you know that any A/B testing tool will add a string of characters to identify the test.

When you notice this, you can then go into an incognito browser and see if you can get the other version of the landing page.


Sometimes the URL can also reveal if a website is using a certain tool (some tools will host pages on their own platform such as Leadpages or ClickFunnels) and you’ll be able to discover this by looking at the URL.

2. The Inspect Tool

This tool is without a doubt my favorite hidden weapon. You can discover so much by taking a look under the hood of a site.

If you’re using a Chrome browser, use the right click and “inspect” to bring up the inspector.

The inspector will show you the code that’s running on the page you’re inspecting.

Now, it might look a bit daunting at first but once you get the hang out of it it’s actually really fun!


In the <head> tag you’ll discover what scripts are running on the page. This will give you a nice overview of the different tools that are running on the website.

Don't let the code overwhelm you, look for words you understand.

See you can see that they are running Kiss Metrics, Visual Website Optimizer, Hotjar, etc.

Just a quick note about header scripts, these are scripts that are running on the entire website (not only or not necessarily) on this page.

The Pointer

After looking at the <head>, click on the pointer icon and inspect the lead generation element on the page.

This will most likely allow you to discover some more information about the element.

In the case of MindValley, I was interested in discovering what tool they were using for their automated webinars.

With a quick inspect, I found out it was Blinkwebinars

Use the pointer to quickly inspect specific elements on the page (such as the opt-in form)

Take a look at the video at 10.07 min to see some more things I discovered about this funnel when using the inspect tool.

4. The Inbox Sanity Trick

When you’re analyzing a funnel, you’ll want to subscribe to that funnel. But as you can imagine, the more you do the Mirror Method, the more newsletter and funnel subscriptions you’re accumulating.

Which is why I like to use a little trick to keep everything neat and organized…

If you’re using a Gmail account, you can simply add +[name of the funnel] behind your normal email address and this will then allow you to set up a filter for this address.

So, if you’re normal address is: [email protected]
You would subscribe with the address: [email protected]

This will still go to your normal Gmail inbox.

Now you can set up a filter in Gmail to make these emails skip your inbox and go into a separate folder.
All you have to do then, is wait a couple of days and the folder is the perfect swipe file for an email launch funnel!

Here's how to set it up:

Step 1: search for all the messages send to your "+" email address

search for to:[email protected]

Step 2: Create a Filter

Click on the drop-down arrow next to the search field and then on "create filter"

Step 3: Create a new label

Labels in Gmail act as folders, create a new label so you don't have to see these emails in your inbox.

Step 4: Skip Inbox, Apply Label, Also apply filter to matching conversations.

Use these settings to skip the inbox and group all emails in one folder.

4. Visually Represent the Funnel

Now that you found most of the funnel, you’ll want a nice and easy way to represent it.

For this, I suggest you use 2 tools: and AwesomeScreenshot.

AwesomeScreenshot is a Chrome extension that allows you to take full page screenshots in one click. This is the perfect way to capture landing pages and sales pages for later reference. Especially when you know that the funnel is not going to be around for very long. is also a free tool that you can add to your Google Drive which allows to make good looking flowcharts with a few clicks.

These flowcharts can really help you to map out the entire funnel and keep a nice overview over what’s going on.

It also allows you to start with mapping out a very simple funnel (Widget on blog post ⇒ webinar subscription landing page ⇒ sales page) 

Example of the 3 step funnel we saw in the video

And then, when you go deeper into the funnel, you can add more elements

Example of what happens when I'm having way too much fun with this...

Mirror Method Vs. Copycat

By now, I think you understand how passionate I am about the Mirror Method and I hope you can see the value in developing this skill for your own marketing knowledge…

But there is one thing I want to be very clear about.

The Mirror Method is not an excuse for becoming a copycat!

What you’re doing while applying the Mirror Method is analyzing and learning the methods and overall strategies that a company is using.

You’re NOT going to copy their landing page design, button colors etc.

First of all because that’s stealing.

But also because that’s not what matters!

Think about it; what we discovered here in the MindValley funnel is that:

  • They are using several placements on the blog to send traffic to a landing page

  • That landing page promotes an automated webinar

  • The webinar is LONG

  • The call-to-action is only revealed after more than 30 min in the webinar

And those are just a few things we learned. Now, if you decide to simply keep your sales page but to make your button yellow, you’re missing the whole point!

Ready to Mirror?

What did you think? Was this helpful for you? Will you start applying the Mirror Method to develop your own marketing skills?

Author: Hanne

Hanne knows exactly what companies have ever retargeted her (she keeps an updated file). And when she's not busy discussing high-level funnel design over cocktails with the equally geeky, you'll find her discovering a place for the first time

  • Amazing Video!

    You have done a great job to demystify their funnel 🙂

  • Emil G says:

    Great article Hanne. I liked the Chrome extension suggestions.

  • Robert M says:

    Thanks very much for this helpful information.

  • You are a genius! that is awesome stuff. I’m always looking for behind the scenes information and now I have super useful stuff. Thanks!!

  • Quentin P says:

    That’s excellent Hanne. Very clear and simple, yet detailed enough for anyone to funnel hack. Awesome work.

  • Tom Z says:

    Very helpful! Only the golden nugget of using the ‘+’ when subscribing was worth watching this video. But also the drawing tool was something I did not know of. Besides that: great tutorial Hanne! (as always)

  • Chandrix says:

    Wow! Amazing. I didn’t know this was possible. Thank you.

  • Scott says:

    Not a huge deal but that webinar is from March 2018, not 2018.

    • Hanne says:

      Hi Scott,
      Good catch. They probably use the same video over and over again in their launches (probably also means the video converts well 😉 )

      • Scott says:

        Obviously, I meant “from March 2018, not 2019.” Ha! Keep up the great work!

  • Andrew says:

    Nice video Hanne! I didn’t know about the + trick on gmail addresses so I’ll make sure to do that from now on, thanks!

    I use the Video Speed Controller Chrome extension to speed up videos in general but it also works great for those pesky webinars that hide their controls like your example. 🙂

    • Hanne says:

      O nice one Andrew 🙂 Thanks for sharing

    • kozmag13 says:

      I hate “unspeedable” videos, I never watch them. Although this marketing strategy doesn’t work for me, other stuff I watched/saw from Mindvalley didn’t work either, they surely know something if they can create such a huge traffic with their tricks. Thanks for sharing this info, I did not know such a tool exists.

      • Hanne says:

        Yes it’s interesting to see how things that you believe wouldn’t work make a lot of money for certain companies 😉

      • Anton says:

        Thanks Hanne! One tip to speed a webinar video is use your keyboard right left arrows, works on most sites videos.

      • Hanne says:

        Thanks Anton, will try next time!

  • molly says:

    Excellent idea, with some really great tips. Thanks Hanne.

  • Norm says:

    Very nice Hanne and helpful. Also learned that ThriveThemes will probably be retargeting me on FB (used the retargeting pixel plugin).
    Had not thought to use the tool and to shoot the full page screen cap. Will do. You’re pretty stealth. Cheers

  • Diego says:

    Loved it!
    and the gmail + is awesome

  • Lilian Casselberry says:

    That was over the top information–things I would never have thought to do. Yes, I’ll try this… though I think it will take me a while to fully grasp all that is here.

    • Hanne says:

      Hi Lilian,
      This is after doing it for many many times 😀 In the beginning you probably won’t discover all the ninja tricks etc. but it’s still good practice to make this a habit.

  • Scotty A says:

    Very helpful, thank you

  • Hugh says:

    Thank you for sharing those tricks, Hanne. I enjoyed every single one.

    Question: the subscribe with the address trick [email protected], does it work if I apply it on other subscriptions? For example, [email protected].

    Thank you.

    • Hanne says:

      Hi Hugh,

      Yes you can use as many different plusses as you want. Every single one will end up in your inbox where you can then filter.

      Eg. When I was analyzing Ramit’s email marketing strategy, I signed up to ALL the different leadmagnets I could find on his website and used the “+” trick to know which email was linked to which leadmagnet.

      Even today, I can still see when they do list segmentation based on interest.

      • Karen McCamy says:

        Ooooh! Very tricky! I never thought of correlating LM to email sequence! I love it! 😀

  • Luis Garcia says:

    Hanna, that was the best blog ever! WOW, that was some ninja moves. Thanks.

  • Jonathan says:

    Loved it, especially the inspector tricks. Thank you!!

  • Doug W says:

    Very good demonstration. I learned a lot! Thank you for putting this together.

  • Annie L says:

    Awesome! It’s like discovering the magic behind success. It will certainly be useful for me. Thanks a lot!

  • Nicholas says:

    Great thank you 😉

  • Wow, so much information in one short video. I learned a lot. Thank you!

  • Addison A says:

    An excellent training session. Keep up the good work. 🙂

  • Kathryn G says:

    Very useful. Thank you.

  • Josh Miller says:

    Thank you for this, very insightful and with great detail. Can’t wait to put this into action. Much appreciated!

  • Claudio says:

    Hello Hanne, I find it very interesting everything you explain, I do not handle the English language well. With the Awesome Screenshot tool can I make videos?

  • james says:

    That was brilliant : ) thank you

  • Very good presentation

  • Enrique says:

    Very good educational material that shows how to educate ourselves for free! Thank you Hanne “awesome smile” Vervaek

  • Sylvain says:

    Thank you soooo much, Hanna! This was a great training, full of insights. I’ve been practicing this type of data gathering lately, but with your training, I realize that I knew very little on how to go about it.


  • Krisztián Zilahi says:

    This is a really great video, Hanne! Thanks for it. It was really useful, and I’ve learned a lot from it… 🙂

  • Michel M says:

    Thanks Hanne – great tips greatly presented (you’re just such a talent!)

    • Hanne says:

      Thanks Michel. And it’s mostly practice than talent 😉

      • Michel M says:

        Maybe the more technical aspects and the confidence – but there is that certain natural charm and smile that add tremendously to the package 😉

  • Thomas W says:

    Hanne, thanks for this! Awesome!

  • Cathrin H says:

    They did a very good job analysing funnels like this.

    • Hanne says:

      It’s nice to see someone do this. But it’s even more valuable to learn how to do it yourself 🙂 (something about giving a fish and learning how to fish 😉 )

  • Terry says:

    Very valuable and useful information. A number of tricks I learned that will serve well in marketing research. For example, I knew how to get to the inspect view but never knew what to look for. Now, I do.

    Thank you for sharing your expertise. Opens some doors for me I didn’t even know were available.

  • Homero says:

    Hanne… This was awesome! Very much appreciated for the tutorial and for the insight. Great job at explaining as well.

  • Kenny says:

    Always helpful content.

    I love since they break down funnels of the larger internet marketers for you in flow chart format already.

    • Hanne says:

      Hi Kenny,

      I heard about the tool. I think it’s nice to see a breakdown, but doing it yourself will teach you so much more!

      It’s different when you have to “discover” all the steps rather than just seeing them mapped out already.

  • Sven M says:

    Very helpful. I appreciate your videos

  • Tibor Szucs says:

    Hi Hanne,
    This was very useful and motivating video. I feel like starting this kind of learning 🙂 Thank you for this!

  • Kylie says:

    using the inspect element to get the youtube url=gamechanger

  • Alexander K says:

    Great and funny video! Thanks, Hanne!

  • David says:

    Wow!…had never thought of going this deep to learn the ‘behind the scenes’ side of successful online marketing. Thanks for putting this together Hanne….great video and supporting blog. Definitely putting this into action. Thanks heaps!

  • Ben Crain says:

    Hello Hanne,

    I really enjoyed your video! It was extremely helpful. I’ve been trying to learn the best way to set up squeeze pages and funnels for the last 6 months and your video taught me almost as much in just 16 minutes. I really liked your trick for going straight to the YouTube link by using the Google Chrome Inspector. Now I can skip ahead through lengthy webinar posts. Thanks again Hanne. Cheers!

  • Mohamed S says:

    Love it! thanks for sharing Hanne xx

  • KoenDW says:

    Hanne rocks it out of the park again, it’s the Belgian connection ????????

  • Alan C says:

    Hanne this is a marvellously informative video. Thank you so much. Brilliant.

  • Cynthia says:

    Brilliant Thanne! Honestly, you belong doing videos for Thrive Themes – to me, this is the highest of compliments as I have rarely found another company so generous with valuable information. You have made me a raving fan & evangelist!

  • Hi Hanne
    Its really great. I have taught something important from you by this video.
    Thanks , Thanks a lot.

  • Matej H says:

    Hanne, thanks for this video. Very helpful.

  • Luciana says:

    Hi, Hanne!
    I’m really impressed with the amount of helpful information you shared with us.
    Thank you very much!

  • Carl says:

    Great story, very helpful! Thanks, Hanne.

  • Reto O says:

    You create fantastic videos/tutorials with your dynamic way. It is always a great pleasure to follow your explanations. This information was very interesting and instructive.

  • Martin M says:

    Hanne, this is a great lesson! Thank you!

    Here’s a suggestion for mapping out the funnel at the end:

    What a Godsend!

    I used to map out my funnels in Lucidchart until I found Funnelytics. It’s free (with a premium option, which I don’t use) and it’s designed specifically for this purpose.

    • Karen McCamy says:

      Hey Martin,
      Thanks for the tip! I had no idea of “funnelytics” or the other Chrome or G-Drive tools Hanne listed… 😮

      I must be living under a rock or something! 😉

      • Martin M says:

        Karen, good to see you here! We’re both Course Craft colleagues.

        Give Funnelytics a try. It’s really a game changer…

      • Karen McCamy says:

        Hi Martin!

        Nice to see you here, too! 🙂 I recognized you from Course Craft! Did you take Shane’s productivity course too?

        I’m a huge “Shane-&-Thrive-fan girl!” 😉 LoL!

        So, if it’s Shane and/or Thrive, you’ll find me here learning as much as I can from these smart people!

        I have yet to try Funnelytics, but it’s on my (growing) list! I’m still working my way through my course creation (which is really a sad commentary, since I have the bulk of the course already… I’ve been teaching it in a “classroom setting” for 5 years! :-o)

        This article of Hanne’s blew me away with all of the marketing savvy! I need to clone myself! 😀

  • Conny Graf says:

    Thank you Hanne, great video. I love your trick for going straight to the YouTube link by using the Google Chrome Inspector. I actually did click on their widget, ended up on the landing page and signed up. But then I couldn’t fast forward in the video, it drove me nuts, so I closed the tab. I am glad I did now knowing that the video was 1 hour and 20 minutes long, no way I have time for this. With this trick I might still be able to see and hear what is going on 🙂 Loved the tip for Awesome Screenshot too.

    • Hanne says:

      Yeah 1h20 min is long! But they usually have very entertaining and educational content even though it’s a sales webinar 🙂

      • Karen McCamy says:

        Yes, this YouTube Video trick is fantastic! I’ve also clicked away from sales videos I was trying to learn from and did not know what or how to do this!

  • Awesome Hanne. Thank You 🙂

  • philip.jackson says:

    Great teaching episode. Thanks Hanne.
    Can you explain some more about the “overlay to prevent fast forward” on the video ?

    • Hanne says:

      Hi Philip,

      The overlay is done by the webinar software, it’s basically an overlay that prevents the play bar from showing so that you can’t fast forward the video.

  • Phil S says:

    Thanks for this. Extremely helpful. I’ve done a little of this, but you’ve shown I can do so much more.

  • Karen McCamy says:

    Hi Hanne,

    Another excellent tutorial! 🙂

    From building websites I knew abou the “inspector” but usually had no idea what all the “code-y numbers” or their significance meant! 😮

    Also didn’t know about the Gmail + trick, or the browser tools! So much great information in one tutorial! 😀

    I do have a question: It seems like this full process is pretty time-intensive (especially the 1st time around doing it)… I’m just wondering if you have any recommendations for how you decide to do one of these assessments? Gut feeling, curiosity, something else???

    It seems it would be something i might want to do every quarter or so…? Just because of the time investment… I’m a solo btw so don’t EVER have “enough time!” 😉 LoL!

    Thanks! 😀

    • Hanne says:

      Hi Karen,

      It is time consuming for sure, but for me it’s part of my learning time.
      It’s as important as reading a book, following an online course or watching a video.

      I would suggest doing it when you’re looking to “upgrade” your funnel.

      • Karen McCamy says:

        Thanks for the comment, Hanne! 🙂

        That actually makes a lot of sense… That way we can get some new ideas or strategies!

  • This was “the best” video EVER! Why? Because with the tools you’ve revealed and showings how to use them, now I don’t have to get ripped off through courses which I often find later are useless.

    Thank you so much for sharing

  • Rowan C says:

    Great content as always. So well put together. Thank you very much.

  • Ramesh says:

    Very insightful and amazing information here, I really had no idea this sort of data gathering was possible. Thank you Hanne, fantastic video to learn from and improve our own site goals : )

  • Bibhash R says:

    A tutorial of great value in terms of hacks!

  • kozmag13 says:

    Everybody is a genius! Especially you guys at Thrive Themes. I have a far-related question. I want to create a figure/flowchart for an article (freebie masterclass). It would include images as well. Can I create this with drawio? If not, what kind of simple tool can you recommend to make simple figures with lines, rectangles, text and images?

    • Hanne says:

      Yes can do this. PowerPoint is also one I like 😉

      • kozmag13 says:

        Thanks for your answer. PP i know inside out, at least I knew 7 years ago. Then it was not possible to save “drawings” in good quality jpg (or other image file). Has that changed maybe since then? That would be great (and also a good point for PP for updating).

      • Karen McCamy says:

        Canva is also great! I only use the free version…and they provide a LOT for free! 🙂

        Drawings are super easy in IMO… For flowcharts you’d have to do them “manually” shape by shape…

        You can download all your designs in PNG format, and they store your work for you (I’ve never seen a limit to what you can store)

        Still, Canva is my go-to graphics app, and it’s especially good for a non-designer like me!

        Although, looks great for those essential flowcharts…especially how Hanna demonstrated by inserting screenshots or images…

      • kozmag13 says:

        Thanks. I also use Canva, but I’m not sure it is suitable to construct the figure I want. So far I designed FB covers with it.

      • Hanne says:

        Yes you can save in PNG I believe.

  • Genel says:

    Excellent stuff, Love It.

  • Eve says:

    Such a fab video tutorial Hanne! And timely too – I am planning on launching a small course and can mirror the funnel used by Craftsy! 🙂

  • Wes says:

    This is amazing Hanne. Thank you!!

  • stephen f says:

    definitely a very clear explanation Hanne thank you

  • Nicola R says:

    Thanks so much… I learned heaps! Love the tools you mentioned, so useful.

  • marketing says:

    Thanks for sharing all of your experiences!

  • eric says:

    Hi Hanne,
    I am currently doing a diploma in online marketing. your video was really informative. thanks a lot!

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