Who This Is For / When to Use
Use this feature if you want to:
Test different page designs, copy, or layouts.
Improve opt-ins, sales, or engagement.
Send traffic to multiple page versions from a single funnel link.
Make data-driven decisions inside funnels.
What Is Split Testing in Funnels
Split testing (also called A/B testing) allows you to:
Use one funnel step URL.
Serve multiple page versions (Control and Variation).
Control the percentage of traffic sent to each version.
Compare performance using built-in funnel statistics.
Each visitor is “stickied” to one version using cookies to ensure a consistent experience.
Requirements Before You Start
Split testing requires:
A funnel with at least one step.
A connected domain assigned to the funnel.
Important
Split testing does not work without a domain.
Traffic must go through the split-test-enabled step URL.
Step 1: Access the Funnel
Go to Sites > Funnels.
Create a new funnel or open an existing one.
Click the three-dot menu and select Edit, or open the funnel directly.
Step 2: Select the Funnel Step to Test
In the funnel editor, select the step you want to split test.
Confirm the step is highlighted in the left sidebar.
Step 3: Create a Variation
Click Create variation on the right side of the step.
Choose one option:
Duplicate Control (recommended)
Use existing
Create from Blank
Most split tests use Duplicate Control, then adjust specific elements like text, colors, layout, or buttons.
Step 4: Edit the Variation Page
Click Edit on the variation page.
Make the changes you want to test (example: headline, CTA color, layout).
Save your changes.
Step 5: Set Traffic Distribution and Start the Test
Adjust the traffic slider to set how traffic is split (example: 50% Control / 50% Variation).
Click Apply to start the split test.
Traffic will now be evenly (or proportionally) routed based on your settings.
Step 6: Use the Funnel Step URL
Use the same funnel step URL everywhere (ads, emails, links).
Do not link directly to Control or Variation pages.
The system automatically handles routing.
Cookie Behavior
Once a visitor is assigned a version, they will always see that version on the same browser.
To preview other versions, use:
Incognito mode
A different browser
A different device
Step 7: Monitor Split Test Performance
Open the funnel.
Click the Stats tab.
Review metrics for Control vs Variation:
Page views
Opt-ins
Sales
Conversion rates
Step 8: Declare a Winner
Hover over the better-performing page.
Click Declare this as Winner.
Confirm the action.
What Happens Next
The winning page becomes the new Control.
The losing page is archived.
Traffic routes only to the winning page.
Restoring a Deleted Variation
If you delete a variation by mistake:
Scroll to Archived Pages at the bottom of the funnel.
Click Restore to immediately recover the page.
Common Issues and Fixes
All traffic goes to the control page
Confirm traffic is going to the exact funnel step URL.
Ensure ads are not pointing to the root domain or a different step.
Set the funnel step as the default page for the domain if needed.
Stats do not match the split percentage
Check that no ads or links bypass the split-test URL.
Ensure traffic is not being sent directly to Control or Variation URLs.
Split test is not working at all
Confirm a domain is connected to the funnel.
Confirm the split test is applied and active.
Use Cases
Course Funnels: Test headlines, hero images, or CTA copy.
Webinar Funnels: Test registration page layouts or forms.
E-commerce Funnels: Test checkout design, trust badges, or button colors.
Lead Magnets: Test opt-in copy, form length, or visual design.
FAQ
Why is all my traffic going to the control page?
Traffic must go through the split-test-enabled funnel step URL. If traffic goes to a root domain or different path, split testing will not apply.
Why don’t the stats match my split ratio?
This usually happens when traffic bypasses the split-test link. Make sure all traffic routes through the same funnel step URL.
How do I split test with Google Ads or Facebook Ads?
If ads do not allow path redirects, send traffic to an initial funnel step, then place the split test on the second step of the funnel.
Can I recover a deleted variation?
Yes. Use Archived Pages at the bottom of the funnel and click Restore.
How do I know which version is winning?
Check the Stats tab and compare conversion metrics. Once confident, declare the winner.
Why do I always see the same page version?
Split tests use cookies to lock a visitor to one version. Use incognito mode or another browser to preview the other version.
Will split testing hurt SEO?
No. Split testing is standard practice. Avoid running tests indefinitely and do not show search engines different content than users.