Funnel testing 101: How to optimize your funnels with A/B tests

What is funnel testing?

Okay, so now that we have a better understanding of the conversion funnel as a whole, we can get into the meat and potatoes here: What is funnel testing?

Funnel testing is a process where you systematically experiment with different elements and touchpoints in the funnel to improve their overall performance and, by extension, your overall conversion rate. 

But funnel testing isn’t just about meeting your goals. 

Every change you make to your funnel and those customer touchpoints has the knock-on effect of enhancing the overall user experience (UX) for your customers. 

Think of it this way: when you A/B test elements on a landing page, you’re trying to improve how it works and how it encourages customers to take action. 

Funnel testing operates on the exact same principle: You’re trying to reduce friction throughout the entire sales process so when someone lands on that bottom-funnel page to buy something, they’re primed and ready to take action.

Why is funnel testing important?

The long and short of it is it allows you to uncover and address the pain points your customers encounter within your funnel that cause them to walk away. By figuring out exactly why they’re leaving, you can then take steps to smooth out the overall buying experience. 

In short, funnel testing gives you a way to reduce friction throughout your sales and marketing process.

More importantly, funnel testing gives you access to critical data to shape and refine the path customers take. Instead of relying on guesswork and assumption, this testing uncovers concrete data and insights. 

Funnel testing has a host of benefits:

• Increased conversion rates: By optimizing each stage of the funnel, you’re able to increase the number of users who progress from awareness to action, in turn boosting your overall conversion rates at every stage.
• Improved customer experience: Like we mentioned above, funnel testing helps identify and smooth out points of friction with your funnel. The end result is a smoother, more enjoyable customer journey—increasing customer satisfaction and the likelihood of repeat business. 
• Data-driven decision making: Funnel testing provides you with hard data on how different elements of your funnel perform. This data lets you make informed decisions about where to focus your optimization efforts.
• Cost efficiency: By refining your funnel through testing, you can reduce the cost of acquiring customers. For example, more effective optimizations can lead to higher conversions with the same amount of traffic, maximizing your return on investment (ROI).

Funnel testing is, at its core, an ongoing process of continuous experimentation and analysis. Your customers’ preferences and behaviors evolve over time, so it’s important that you regularly test out new ideas to keep them moving through your funnel effectively. 

How A/B testing helps with funnel analysis and optimization 

If you’ve spent any amount of time exploring Unbounce’s resources and offerings, you’re likely already familiar with the basic “how” and “why” of A/B testing for your landing pages.

Also known as split testing, A/B testing lets you compare two versions of an asset (like a landing page, ad, or email) to see which one performs better, with regards to key metrics like click-through-rate, bounce rate, and (everyone’s favorite) conversion rate.

A/B testing has plenty of benefits in making your conversion funnel sing:

• Improves conversion funnel performance: A/B testing lets you experiment with funnel elements to see which performs better. It goes beyond headlines and images, focusing on which pages and paths are most effective. The winning variation can significantly boost your funnel’s performance.
• Identifies bottlenecks: A/B testing helps find where customers drop off in your funnel. If a mid-funnel page has a high bounce rate, you can test different elements like layout or copy to reduce it and keep users engaged.
• Reduces risk: Instead of overhauling your entire funnel, A/B testing lets you make small changes first. This controlled approach helps ensure any adjustments won’t hurt your overall conversion rates.
• Continuous improvement: A/B testing is an ongoing process, not a one-time task. Regular tests help you continuously refine your funnel, keeping up with changing customer behaviors and trends.
• Supports data-driven decisions: A/B testing provides solid data on what works, removing guesswork from optimization efforts. You base decisions on evidence, not intuition.
• Enhances customer experience: A/B testing helps create a more personalized and seamless experience by aligning your funnel elements with audience preferences, reducing friction, and increasing engagement.

Basically, if you’re looking to optimize how customers interact with your brand and ensure every element of the buying experience is primed to make that final sale, you need to A/B test your funnel. 

These strategies and techniques are key for unlocking the conversion rates you’re after and creating long-lasting, sustainable growth.

How to A/B test throughout your conversion funnel

Let’s get into the nitty gritty of A/B testing in your conversion funnel.

Remember, each and every stage of your conversion funnel has its own unique challenges and opportunities for A/B testing. By tailoring your tests to the specific goals you’ve set in each stage, you’re in a perfect position to optimize the entire funnel and lift your conversion rate even higher. 

Top of funnel A/B testing (Awareness and Interest stages)

A/B testing at the top of the funnel (TOFU) is all about generating awareness amongst your audience. At this point, you need to assume potential customers are unfamiliar with your brand or just beginning to interact with it. 

Your objective at this point is to capture interest and entice visitors to learn more about what you have to offer—they may even be realizing they have a problem your product or service can solve, but aren’t fully aware of all the challenges they face. There’s a big focus in the TOFU stage on education and offering useful material to your customers. 

What to A/B test at the top of the funnel

Remember, you’re casting a wide net in this stage in an attempt to capture attention from a broad audience. To that end, a lot of what you’re testing in this part of your funnel will be pretty familiar ground if you’ve done any A/B testing on landing pages. Here are a few ideas to help you get started: 

• Headlines: Headlines on content (whether an ebook, webinar, or landing page) are often the first thing visitors see. You can test out different headlines on landing pages, blog posts, or ads to see which one captures attention most effectively. For example, you might test a headline that focuses on the benefits of your product versus one that highlights a common problem your target audience faces.
• Visuals: Images and videos are powerful tools for drawing attention. Test different types of visuals, like product-focused images versus lifestyle-focused images, or static images versus videos. The goal is to find out which visuals best convey your brand message and resonate with your audience.
• Calls to action (CTAs): The CTA is what guides visitors to the next step in their journey. Experiment with different wording, colors, sizes, and placements of CTAs to see which combination drives the most clicks. For instance, you might test a more direct CTA like “Get Started Now” against a softer approach like “Learn More.”
• Ad copy: If you’re running ads, A/B testing different versions of your ad copy and designs can help you determine what messaging resonates most with your audience. You can experiment with different tones, value propositions, or offers to see which one generates the most clicks.
• Landing page design: Your landing pages are where many potential customers first interact with your brand. As such, you can test different layouts, color schemes, or user interface (UI) elements to see which version leads to higher engagement and lower bounce rates.

Middle of funnel A/B testing (Desire and Consideration stages)

The middle of the funnel (MOFU) is where prospects are actively aware of the challenge or need they face and start considering their operations. At this point, they’re comparing those options, seeking out further information, and weighing the value and benefits of your offerings.

Your objective here is to nurture that interest, build trust, and move them closer to making a purchase decision—without being pushy.

What to A/B test in the middle of the funnel

In the consideration stage, you’re focusing on elements that help prospects evaluate your offering. Here are a few ideas to help you get started with testing in this stage:

• Value propositions: Your value proposition is the core of your offering—basically, the pitch and promise of the benefits and worth of your products and services. Test different ways of presenting your value proposition to see which one resonates most with your audience. For example, you might compare a version that highlights cost savings versus one that emphasizes premium features.
• Testimonials and reviews: Social proof is a powerful tool for building trust. Whether in the form of case studies, reviews, testimonials, or quotes from happy customers, this stuff is a goldmine for marketers—but not all social proof is going to have the same impact for every audience. Test out what you’re featuring, how you’re featuring it, and where it’s placed to see what works best.
• Lead magnets: Lead magnets are assets that you provide in exchange for contact details. These magnets include everything from ebooks and webinars to free trials and whitepapers. Test different types of lead magnets to determine which nets you the greatest number of sign-ups. 
• Email campaigns: Email marketing is crucial in the consideration stage. Because visitors have already engaged with your assets to some extent, you’re able to send out regular messages to them to help guide them further through the funnel—so test different subject lines, copy, and CTAs in your campaigns to see which ones drive higher open rates and click-through rates. You might also test different email sequences to optimize the timing and content flow.
• Landing page forms: Forms are often a barrier to conversion, so optimizing them is key. Test different form lengths, field placements, and the type of information requested to see which version leads to higher submission rates. For instance, you might test a short form with minimal fields against a longer form that provides more detailed insights into the prospect.

Bottom of funnel A/B testing (Decision and Action stages)

By the time users hit the bottom of your funnel, they’re primed and ready to make a purchase decision. In these sections, anything you can do to reduce friction and sticking points and keep users moving towards the sale is key.

Your objective here? Push for that final conversion.

What to A/B test at the bottom of the funnel

At the decision stage, small changes can have a big impact on conversions. Here are some elements to test:

• Pricing models: Pricing is a critical factor when it’s time to make a purchase decision. Test out different strategies for highlighting the value of your pricing and how you present these costs, such as one-time payments versus subscription models, tiered pricing versus flat rates, or discounts versus bonuses, to see which one drives the most conversions.
• Guarantees and risk reducers: Spending money can be a daunting prospect for some people, so offering a guarantee or reducing perceived risk can help assuage any fears or concerns and drive the purchase. Test different types of guarantees, such as money-back guarantees, satisfaction guarantees, or free trials. You can also test the wording and placement of these guarantees to see which version is most effective.
• Checkout process: The checkout process is often where many potential customers drop off. Test different checkout page designs, such as a single-page checkout versus a multi-step process, or different payment options, like adding PayPal or Apple Pay. Simplifying the checkout process can reduce cart abandonment and increase conversions.
• CTA buttons: At the BOFU stage, your CTA buttons are crucial. Test different button colors, sizes, placements, and wording to see which combination leads to more conversions. For example, you might test a bold, contrasting color versus a more subdued one, or a more urgent CTA like “Buy Now” versus a softer “Complete Your Purchase.”
• Cross-sells and upsells: Offering additional products or services during the checkout process can increase the average order value. Test different cross-sell and upsell offers, their placement, and the way they’re presented (e.g., as a limited-time offer) to see which strategy is most effective.

Key considerations for effective A/B testing

While A/B testing at each funnel stage can lead to significant improvements, there are several key considerations to keep in mind to ensure your tests are effective:

Test one element at a time

To accurately determine the impact of your changes, focus on testing one element at a time. Testing multiple elements simultaneously can lead to conflicting results and make it difficult to identify which change was responsible for the outcome.

Ensure statistical significance

Run your tests for a sufficient duration and with a large enough sample size to ensure the results are statistically significant. This helps to avoid making decisions based on incomplete or inaccurate data.

Recommended tool: A/B test calculator for sample size and test duration calculations

Consider the customer journey holistically

While it’s important to optimize each stage of the funnel individually, remember that these stages are interconnected. A change in one stage can impact the performance of another. Therefore, always consider the entire customer journey when analyzing your test results.

Iterate and optimize continuously

A/B testing is not a one-time effort. Continuously test and optimize different elements of your funnel to keep up with changing customer behaviors and market conditions. Regular testing allows you to stay ahead of the competition and maintain a high-performing funnel.

This is just a sample of what you can start with when A/B testing your conversion funnel. The fact of the matter is that you can test virtually any element of the funnel, including an entirely revamped funnel. 

Whatever you do, though, remember to keep the focus on streamlining and simplifying the experience for your customers at every stage to get the most out of your funnel.

Funnel testing tools and software

You’re almost ready to hit the ground running…

…but first you’ve got to make sure you have the right tools for the job.

At the risk of patting ourselves on the back, first, there’s Unbounce. Unbounce’s A/B testing tool is an industry leader for comparing asset performance. Beyond A/B testing, Unbounce lets you rapidly generate, duplicate, and edit custom landing pages for any need you may have. 

Here are a few more great options to help you get started with A/B testing and conversion funnel optimization. 

• Google Analytics: Google Analytics is a powerful tool for tracking website performance and analyzing customer behavior. It lets you access detailed reports on traffic sources, user interactions, and conversion rates, allowing you to monitor the effectiveness of your funnel. Google Analytics also integrates with other tools, to help you with A/B testing and funnel analysis.
• Hotjar: Hotjar offers a suite of tools for understanding how users interact with your website and is perhaps best known for their heatmap technology. Beyond that, they also offer session recording and survey tools that provide further insights into user behavior and pain points. 
• Microsoft Clarity: Microsoft Clarity is a free tool that offers similar features to Hotjar. It provides heatmaps, session recordings, and insights into user behavior, helping you identify friction points within your funnel. 
• Optimizely: Optimizely is an A/B testing and experimentation platform that allows you to run sophisticated tests across your entire funnel. 

These tools give you everything you need to run effective funnel testing, helping you enhance your conversion rates and deliver an experience your customers won’t soon forget.