A/B testing of funnels is essential for optimizing user experience and making data-driven decisions. It enables you to identify the most effective version of a funnel, leading to higher conversion rates and a better understanding of customer behaviour.

This approach is cost-effective, as it maximizes the potential of existing assets rather than building new ones from scratch.

By experimenting with different funnel variations, you can pinpoint the most effective elements, leading to improved sales outcomes. This method eliminates guesswork, allowing for strategic, informed decisions based on actual user behaviour and preferences.

In this article, I will show you how to set up A/B testing in Funnels.

I will use the simple Sales funnels (AKA Tripwire funnel) and show you how to set up A/B testing.

Let's get started!!

How to Turn ON A/B test mode on a funnel step:

Click on the Funnels tab on the left panel.
Click on the "Create New Funnel" button
Provide a name for your Funnel and click on "Create Funnel".
Now, select the template from the list of templates.

Since we using the sales funnel as the example in this article, I'm choosing the funnel template that has 5 steps.

NOTE:
Currently, It is possible to run A/B testing on sales, order and thank you pages of the simple sales funnel.
A/B testing Upsell and Downsell pages is not available yet.
Let's set up A/B testing on, say, the sales step/page of the simple sales funnel.

Note: The setup process of A/B testing is the same for the sales page, order page and thank you page of the simple sales funnel.

If you want to set up A/B testing for the order page or thank page, just follow the same process as mentioned in this article.
Click on the A/B button on the right-hand side of the sales page thumbnail.
Once you click the A/B test button, you will see a dialogue box pop up.

Add a name for the new variant on the dialogue box.
You have two approaches to choose from namely 'Start with a Blank page' and 'Clone the current version'.

You either choose to create the new variant from scratch or clone the current variant/version of the sales page.

Select the desired approach and Click the 'Add New variant' button.

In my opinion, it is always quicker and easier to clone the existing variant/version of the page rather than building the variant from scratch.

I would not be talking about how to customise the pages in this article.

To learn about how to customise your funnel pages, click here
Once you click on 'Create new variant', you will see the funnel workflow of the sales page split into two variants.

It will look something like this. Please see the screenshot below.
The A/B test mode will be turned ON denoting the pages are ready to run the A/B test.

The traffic weightage setup would be 50:50 when you are using two variants.

In other words, 50% of the traffic will see variant A and 50% of the traffic will see variant B.

Note: It is possible to set up an A/B test for a maximum of 3 variants per funnel step.

When there are 3 variants present, the traffic weightage setup would be 33.33% for each of the variants.

In other words, 33.33% of the traffic will see variant A, 33.33% of the traffic will see variant B and 33.33% of the traffic will see variant C.

Note: Unlike the landing pages, there are no separate traffic weightage settings in Funnels.

The traffic weightage per variant is set as 50% by default if 2 variants are used.

The traffic weightage per variant is set as 33.33% by default if 3 variants are used.
You will notice a Plus icon (+) to the right of the sales funnel tab.

Click on that 'Plus Icon' to add one more variant, if needed.
The Funnel workflow with 3 variants of the sales page will look something like this.

Please see the screenshot below.
Now, all you need to do is publish the funnels by clicking on the Re-Publish funnel button.

To learn more about how to publish your Funnels, click here

How to turn OFF A/B test mode on a funnel step:

Now, I will show you how to turn OFF the A/B test mode that has been set up on a particular funnel step.

Let's take the same example we used earlier which is the sales page of the funnel.

I will show you how to turn OFF the A/B test mode that was set up on the Sales step/page of the simple sales funnel.

Here is how it is done:

First, turn OFF the A/B tested mode Toggle switch on the Funnel tab.
Once you turn OFF the toggle, you will see a popup asking for your confirmation to turn OFF A/B test mode.

Click Yes on that Popup.
Once you give the confirmation by clicking Yes, the A/B test mode will be turned OFF and one of the variants will be branded as the 'Master variant'.
The variant that is branded as the 'Master variant' will shown to you, when you access the LIVE Funnel Step URL on your browser.
It is possible to set a different variant as the master variant.

Let me show you how to do that.

For example, let's set Variant B as the Master Variant.

First, click on the Three-dot icon on the thumbnail of the Variant B.

You will see a drop-down menu.

In that menu, select 'Set as Master'.
As a result, Variant B will now be the Master Variant.
Now, all you need to do is publish the funnels by clicking on the Re-Publish funnel button.

To learn more about how to publish your Funnels, click here

How to delete Variant on a funnel step:

Now, I will show you how to delete a Variant on a particular funnel step.

Let's take the same example we used earlier which is the sales page of the funnel.

In this section, I will explain the deletion process by showing how I delete Variant B on the Sales step/page of the simple sales funnel.

Here is how it is done:

Firstly, turn OFF the A/B tested mode Toggle switch on the Funnel tab before proceeding to the deletion step.
Once you turn OFF the toggle, you will see a popup asking for your confirmation to turn OFF A/B test mode.

Click Yes on that Popup.
Now, the A/B test mode will be turned OFF.
Now, we will proceed to delete Variant B.

Let me show you how to do that.

First, click on the Three-dot icon on the thumbnail of the Variant B.
You will see a drop-down menu.

In that menu, select 'Delete'.

As a result, the selected Variant will be deleted.
Now, all you need to do is publish the funnels by clicking on the Re-Publish funnel button.

To learn more about how to publish your Funnels, click here