VWO Logo
Request Demo

Funnel Testing

If you’re running a business, one of your key objectives is likely to convert as many visitors into customers as possible. To do this, you need to understand the customer journey and ensure that it’s as smooth and seamless as possible. This is where funnel testing comes in.

What is funnel testing?

Funnel testing is the process of analyzing and optimizing the conversion rate of a sales or marketing funnel. It involves evaluating each step in the funnel, from the initial point of contact with a customer to the final conversion. By analyzing the data and metrics at each stage of the funnel, you can identify bottlenecks or areas where visitors are dropping off and make changes to improve the conversion rate.

Why is funnel testing important?

Funnel testing is crucial because it helps you understand how your customers interact with your business and identify any issues that may be causing them to abandon the funnel. By fixing these issues, you can improve the customer experience and increase the chances of converting more visitors into customers.

Benefits of funnel testing

Several benefits of funnel testing include:

Improved conversion rates

By identifying bottlenecks and areas where visitors are dropping off, funnel testing allows you to make improvements that can increase your conversion rate.

Better customer experience

Funnel testing allows you to identify the most effective and engaging aspects and address any issues that may be causing frustration or confusion for your customers. This results in a better customer experience and increased customer satisfaction and loyalty.

Increased revenue

With a higher conversion rate, you can generate more revenue for your business.

Data-driven decision making

Funnel testing provides valuable data and insights that can inform your decision-making process. You can use this data to make informed decisions about what changes to make to your funnel, resulting in a more effective sales or marketing strategy.

Improved user flow

By testing and optimizing each step in the funnel, you can improve the flow of your website and make it easier for customers to take the desired action.

Increased customer retention

A better customer experience can lead to increased customer retention and repeat business.

Enhanced effectiveness

By using funnel testing, you can quickly and easily test many iterations of a website or landing page without having to modify your current website. This can help you conserve time and money and use your marketing budget more effectively.

Types of funnel testing

Each type of funnel testing serves a different purpose and can provide valuable insights into your customer journey. By combining different kinds of testing, you can get a comprehensive view of your funnel and make informed decisions about how to improve it. There are several types of funnel testing, including:

A/B testing

A/B testing involves creating two versions of a page or steps in the funnel and testing each version with a small group of visitors to determine which version performs better. This type of testing allows you to make informed decisions about changes to your funnel based on real data.

Multivariate testing

This type of testing involves experimenting with multiple variations of a page or step in the funnel simultaneously to determine which combination of elements performs best. This enables you to test various page elements, such as the headline, call to action, and graphics, to determine which combinations are most successful.

Navigation testing

A form of usability testing that focuses on the effectiveness and efficiency of a website’s or software application’s navigation system is known as navigation testing. This kind of test aims to determine how simple it is for users to move around the interface and get to the data or functionality they require.

To assess the usability of a navigation system, users are often asked to complete certain activities or scenarios, such as performing a conversion activity, and their efficiency is then measured. This enables designers and developers to find any navigational issues and fix them to improve user experience.

Heatmap testing

Heatmap testing involves using heatmap software to visualize where visitors click and how they interact with your website. This testing can help you identify areas of your funnel that may confuse or frustrate customers.

Split-URL testing

Split testing involves randomly dividing visitors into two or more groups and testing different variations of your funnel with each group using different URLs. This enables you to compare the performance of those two iterations without having to alter the current page.

Behavioral Testing

As visitors progress through your funnel, behavioral testing monitors their actions, including the pages they visit, and how long they spend on each page. You can find bottlenecks in your funnel and learn important information about the client journey through this kind of testing.

Steps to conduct funnel testing 

Below is a break up of the steps to conduct funnel testing:

Define your funnel

The first step in funnel testing is to define your funnel. This means identifying each step in the customer journey, from initial contact to final conversion.  Depending on your business, this could include steps such as visiting your website, filling out a form, adding items to a shopping cart, and making a purchase.

Collect data

Once the funnel is defined, collect data on how visitors are interacting with it. This can be done using tools such as VWO Insights, Google Analytics, or Mixpanel. You should collect data on metrics such as page views, bounce rate, conversion rate, and average time on site at each stage of the funnel.

Analyze the data

The data must then be analyzed to identify areas where visitors are dropping off. Detect the bottlenecks in your funnel by looking for patterns and trends in the data.

Make alterations & improvements

Once the bottlenecks have been established, you may begin to implement changes to increase conversion rates. This can entail upgrading your website’s design, including new functionality, or enhancing the user experience. To determine which iterations of your funnel are most effective, you should also consider A/B testing them.

Repeat the process

Funnel testing is an ongoing process, so you should repeat it regularly to keep improving the customer experience and increasing your conversion rate.


The results of funnel testing can be used to improve your understanding of your target market and the elements that affect consumers’ purchasing decisions. Altogether, it’s a helpful instrument to increase your online performance and promote growth.