Funnel testing is a testing method that involves comparing not just two pages against each other, but multiple pages that are related and are all part of your sales funnel. Funnel tests or multi-page tests work similarly to A/B tests, but instead of changing only some elements of the control page, you create variations of all the original pages in your sales funnel.

This way, visitors who see the control page when they land on your website will be directed to a specific page, while those who see a variant, will be directed to the corresponding variant, depending on the stage of the sales funnel they’re in. This method allows you to offer customers a consistent experience through the sales funnel even when running various tests.