Funnel testing represents comparing not just two pages against each other but multiple related pages that are all part of your sales funnel

Funnel tests or multi-page tests work similarly to A/B tests. However, instead of changing only some control page elements, you create variations of all the original pages in your sales funnel.

This way, visitors who see the control page when they reach on your site will be directed to a specific page. In contrast, those who see a variant will be directed to the corresponding variant (depending on the step 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.

funnel testing

Benefits of Funnel Testing

When playing such a competitive game in the eComm & Retail arena, companies constantly seek ways to optimize their sales funnels and increase conversions. 

One strategy that stood the test of time is funnel testing

Let’s examine how and why this method effectively turns website visitors into customers.

Better Conversion Rates

One of the main benefits of funnel testing is its significant impact on conversion rates

It’s not surprising if you really think about it. 

Humans are emotional, illogical creatures. Humans have desires and expectations. And Humans don’t have patience. 

This is why analyzing and optimizing the sales funnel’s different stages is crucial. 

Through full-funnel testing, companies can identify and eliminate any bottlenecks or barriers that may damage your conversion rates. 

Funnel testing allows you to experiment with various elements, such as landing page design, call-to-action placement, content writing, checkout processes, and pricing strategies. It enables you to hit that golden ratio that appeals to different customer types at various times.

Through A/B testing or multivariate tests, eCommerce people can determine which variations yield the highest conversion rates, enabling them to make data-driven decisions and meet customers’ expectations at every stage of the funnel.

Improved User Experience

We need to reiterate: humans have expectations. One of these expectations is an outstanding customer experience.

For any business, but especially for eComm & Retail (fierce competition, few differentiators), providing a seamless and intuitive user experience is crucial. 

Customer experience optimization (and user experience, by extension) should be based on funnel testing, as it allows you to understand how customers interact with your websites.

Moreover, with funnel testing, you can identify areas where some improvements are due, empowering you to reduce friction, eliminate confusion, and enhance the overall customer journey. 

Consequently, customer success increases loyalty, higher repeat purchase rates, and positive word-of-mouth referrals. 

(You already know these are critical for sustained success in the highly competitive online retail landscape.)

Effective Marketing Spend Allocation

When did Marketing become synonymous with Spending? It used to be about research and creative solutions to customers’ issues. 

Funnel testing comes in handy to avoid mindless spending, as it provides crystal clear insights into the effectiveness of various campaigns or channels.

It’s like a performance report – but no one’s ego gets hurt.

By monitoring the performance of all steps in the sales funnel, you can identify which marketing channels are driving the highest quality traffic and generating the most conversions. 

With this clarity in mind, you can allocate your marketing budgets more effectively, focusing on the channels that deliver the best ROI. 

Additionally, funnel testing helps identify underperforming marketing campaigns or ad creatives. It’s a diagnosis showing where you’re bleeding money while empowering you to adjust or reallocate resources.

Personalized Customer Experiences

We’re living in the era of personalization. 

You’re demanding it as a customer but must also provide it as a brand.

Funnel testing allows you to experiment with personalization techniques and strategies, such as personalized product recommendations, dynamic pricing, or targeted messaging.

And it doesn’t end with experimentation. Be as innovative as you can if you analyze the results and learn what customers need from you

Their expectations will differ. 

Yet, as long as you know what’s expected, you can orchestrate personalized experiences that resonate with individual customers. 

This personalized approach boosts customer engagement, increases conversion rates, and fosters long-term customer loyalty.

Data-Driven Decision-Making

Ready for the secret sauce of business growth?

  • Making decisions based on your data on the objective reality of your organization.

Funnel testing provides this valuable data that should inform your decision-making. 

Instead of relying on guesswork or intuition, you can strategize based on empirical evidence. 

With funnel testing, you collect and analyze data on customer behavior, conversion rates, cart abandonment, and other vital metrics. 

Armed with this data, you can inform all your decisions, from website design and product offerings to pricing strategies and marketing campaigns. 

Guess what data-driven decisions lead to? 

They generate better results and higher profitability.

Continuous Improvement and Adaptability

The digital landscape is constantly evolving right under our noses. 

To stay competitive, you should also stay ahead of the curve.

Funnel testing delivers a framework for continuous improvement and adaptability.

When you regularly test and optimize your funnels, you automatically stay abreast of changing customer preferences, emerging technologies, and industry trends. 

Funnel testing allows for agile decision-making, enabling you to respond quickly to market shifts and maintain a competitive edge in the dynamic online retail space.

Funnel testing opens you up to a world of opportunities. 

Picture this:

  • Skyrocketing conversion rates.
  • A captivating user experience.
  • Laser-focused marketing spend allocation.
  • The power to make data-based decisions. 

It’s like having a secret weapon that propels your business to new heights. 

Types of Funnel Testing

There are different types of funnel testing, each with its advantages and disadvantages.

Let’s discuss the main types, explore their benefits, and highlight their limitations.

A/B Testing

Illustration of the concept of A/B Testing

A.k.a. split testing, A/B testing compares two variants of a webpage or element to determine which converts better.

The advantage of A/B testing is its simplicity and ease of implementation. 

It allows companies to test specific elements, such as headlines, call-to-action buttons, or images, by splitting the traffic between two variations and measuring the impact.

A/B testing provides clear and quantifiable results, enabling data-driven decision-making.

Yet, A/B testing has some limitations.

For example, generating statistically significant results requires a considerable amount of traffic. 

Small or low-traffic websites may struggle to obtain conclusive outcomes from A/B tests. 

Additionally, A/B testing is limited to testing only two variations at a time, which may not capture the full potential for optimization in complex funnels with multiple elements.

Multivariate Testing

This testing option allows you to test multiple variations of elements within a single page simultaneously. 

Unlike A/B testing, multivariate testing allows for more granular experimentation. 

For instance, you can test different combinations of headlines, images, and CTA buttons to identify the best combination with the highest conversions.

Its advantage is represented by its ability to test multiple elements and their interactions within a single test.

As a result, multivariate testing provides insights into the most practical combination of variables. 

It lets you identify the combination that leads to the highest conversion rates, saving time and resources. 

(compared to running individual A/B tests for each element.)

However, multivariate testing requires a large sample size and significant traffic to yield statistically significant results. 

It can also be more complicated and eat up more time resources compared to A/B testing, as it involves more variations and requires careful consideration of statistical significance.

Funnel Sequencing

Funnel sequencing involves testing different sequences of steps within the sales funnel to pinpoint the optimal flow that maximizes conversions. 

This type of testing is beneficial if you operate on a multi-step checkout process or subscription-based model. 

Rearranging the order of steps highlights how the sequencing impacts the overall conversion rate, allowing you to identify the most straightforward flow.

The best part about funnel sequencing is its ability to uncover bottlenecks and friction points within the sales funnel. 

By experimenting with different sequences, you can identify the most efficient and intuitive flow that minimizes drop-offs and increases conversions. 

In a nutshell, funnel sequencing optimizes the UX by offering a streamlined customer journey.

While you can’t ignore this benefit, remember that funnel sequencing requires careful planning and consideration of the customer’s decision-making process. 

Changing the order of steps may disrupt the user’s mental model, causing confusion or resistance. 

You must ensure that any changes in the sequencing align with customer expectations and preferences. 

User Testing and Feedback

This last type involves gathering qualitative insights from real users to evaluate and improve the sales funnel

A.k.a., observing how users interact with the sales funnel in a controlled environment. 

You can conduct it through usability tests, focus groups, surveys, or customer interviews. 

Since customer feedback is essential for customer-centric companies, they tend to use this testing the most. 


Because it has the to uncover usability issues, emotional reactions, and subjective preferences that quantitative data alone can’t capture. 

It provides a deeper understanding of user behavior and motivations, allowing you to make targeted improvements to enhance the user experience.

As for its disadvantages? 

User testing and feedback can be time-consuming and resource-intensive, thus, not accessible to all companies.

Getting Started with Funnel Testing

To begin with funnel testing, you need to follow a step-by-step process. 

Begin by establishing clear objectives and goals for your testing process, ensuring a solid foundation for your efforts.

Once you have a definite understanding of what you aim to accomplish, delve into understanding your sales funnel by carefully charting the various stages that customers go through when engaging with your website.

This insightful exercise will enable you to gain an intimate knowledge of the customer journey and pinpoint the crucial touchpoints along the way.

With your sales funnel in mind, analyze it to identify potential areas for improvement.

  • Look for bottlenecks, drop-offs, or high abandonment rates at each stage. 
  • Use web analytics tools and user behavior data to gain insights into user interactions and pain points. 
  • Based on your analysis, generate hypotheses about what changes or variations could improve the performance of your sales funnel.

Once you have your hypotheses, it’s time to design and create variations. 

Develop different versions of webpages or elements based on your hypotheses.

  • For A/B testing, create two versions with one key difference between them. 
  • For multivariate testing, create multiple variations of different elements to test their combined impact. 

Ensure your variations are visually appealing, user-friendly, and aligned with your brand identity.

Next, you’ll need to implement testing tools into your website. Integration of a reliable testing tool or platform will facilitate the testing process. 

These tools come in handy, allowing you to set up and manage experiments, segment your audience, and track and analyze results.

With your testing tools in place, it’s time to split the traffic and launch the experiments

Divide your website traffic between the control (original) and variation(s) using the testing tool. 

Launch the experiments and start collecting data. 

It’s essential to let the tests run for a sufficient duration to capture a representative sample size and account for any potential seasonal or weekly variations in user behavior.

Once the experiments run, your task is to monitor and analyze the results. 

Regularly check the performance of your experiments and collect relevant data. Use the analytics dashboard or reporting features provided by your testing tool to analyze the results. 

Look at key metrics such as conversion, engagement, bounce, and revenue. Determine statistical significance to validate the impact of your variations.

Based on the results and data analysis, draw insights and conclusions from your funnel testing experiments

Identify which variations produced positive results and drove improvements in your objectives. 

Document your learnings and iterate on your findings by implementing the successful variations permanently on your website.

Lastly, remember that funnel testing is an iterative process. 

Scale the successful variations across your website and continue testing new hypotheses and variations. Ongoing testing allows for continuous optimization and improvement of your sales funnels.

Make sure to document and share your findings with relevant stakeholders in your organization. This ensures knowledge transfer and alignment on optimization strategies.

Top Tools for Funnel Testing

Speaking of testing tools, let’s look at the most popular ones you could use. 

Omniconvert Explore

As the name implies, Omniconvert offers a comprehensive solution for optimizing conversions. 

Our versatile platform equips you with the necessary tools to conduct A/B, multivariate, and personalized tests.

It’s a one-stop website optimization tool helping you tailor your website or landing pages to meet your target audience’s unique needs and preferences.

Google Analytics

Google Analytics is a free platform that empowers you to asses the power of your online presence. 

Not only can you effortlessly set up and track conversion goals, but you can also gain valuable insights into user behavior and engagement.

Note: Google Analytics will soon become Google Analytics 4, and some features might differ.


This tool specializes in A/B testing and conversion rate optimization, providing a user-friendly interface to create and test multiple variations of websites or landing pages.

It’s a great choice if you aim to ultimately enhance user satisfaction and engagement.

Wrap Up

There you have it. 

Delving into the depths of user behavior, optimizing touchpoints, and making data-driven decisions, unlocks the path to higher conversions and enhanced user experiences. 

So, embrace the power of funnel testing and let your sales funnels soar to new heights, leaving a memorable impression on your customers and propelling your online success to exceptional levels.


What Is Funnel Testing?

Funnel testing is a process of evaluating and optimizing the conversion funnel (the series of steps that users go through when interacting with your website).

It involves testing different variations of elements within the funnel to identify and implement improvements that lead to higher conversion rates and better user experiences.

What Is Funnel Analysis Used For?

Funnel analysis is used to gain insights into user behavior and identify areas of improvement within the conversion funnel.

It helps businesses understand how users move through the various stages of the funnel, where they drop off, and what barriers may hinder conversions.

Funnel analysis enables data-driven decision-making, optimizing conversion rates, and enhancing the overall performance of the funnel.

What Are the 4 Levels of Funnel?

Awareness, Interest, Consideration, Conversion – the 4 levels of a funnel refer to the different stages that users go through when progressing towards a conversion.

Although terminology may vary the commonly used breakdown is the one abovementioned.

How Do You Conduct a Funnel Analysis?

Start by defining the stages of your conversion funnel and mapping out the user journey. Then, collect data using analytics tools to track user behavior at each stage. Analyze the data to identify any bottlenecks or areas for improvement within the funnel, looking for patterns and trends that may affect conversions. Set specific performance goals for each stage to measure success. Implement data-driven improvements by testing different variations of elements in the funnel and monitoring their impact on conversion rates.

Finally, continuously iterate and refine the funnel based on data and user feedback, striving for ongoing optimization.