What is a Multi-Page Funnel?
A multi-page funnel is a multi-step marketing process where visitors are taken through multiple stages (pages) to perform a task or achieve a goal. A multi-page funnel is built by linking together individual pages that perform different steps, collectively creating a complete and thorough marketing experience.
For example, a multi-page funnel can guide a customer from the initial stage of learning about your business, to the purchasing or registration stage. It’s a straightforward, user-friendly technique to route the customer to the call-to-action and beyond. Going through a multi-page funnel is similar to playing a video game where you complete objectives on different stages/maps for the purpose of guiding you towards the final destination.
Setting up a multi-page funnel is definitely possible in Unbounce. Also known as a sales funnel or conversion funnel, a multi-page funnel is a proven marketing strategy that produces results ranging from generating quality leads and improving conversion rates, to strengthening customer loyalty and brand awareness.
Conceptually, a multi-page funnel is normally structured like below:
In this funnel, the customer’s journey starts by clicking on an ad. They are then taken through each stage of the funnel, which includes Attract, Interest, Convert, and Delight. Each stage of the funnel will uniquely and strategically interact with the customer in a way that establishes the strongest bond between them and the product as possible. This journey advances the customer from showing interest in your product to becoming a buyer all the way to becoming an advocate of your product
So How do I Actually Create a Multi-Page Funnel in Unbounce?
You can easily create a multi-page funnel by linking different Unbounce pages through button or form, or even both! For example, your funnel can include three pages:
- Page One offers your promotion with a call-to-action button. This button-click action will take visitors to the next page.
- Page Two elaborates on different packages visitors can purchase. It contains a form to collect customers’ information, which directs them to Page Three upon submission.
- Page Three would include the final form that consolidates the information submitted on Page Two, using hidden fields to capture inputted data from the second page.
The following instructions describe how you can link your pages together and ensure that customer information is being passed through the funnel smoothly, all the way to the last stage:
Step 1:Creating a Multi-Page Funnel with a Button
Step 1.5: Creating a Multi-Page Funnel when using a Form
Step 2: Passing the URL Parameters
Step 3: Capturing Information using Hidden Fields
Step 1: Creating a Multi-Page Funnel with a Button
One page can be linked to the next page through a button. To direct your traffic from one Unbounce landing page to the next step of the funnel using a button-click, follow the steps below:
- Click on the button that you’re using for the funnel.
- Click on the Properties tab in the top right corner of the screen.
- In the Properties tab, scroll down to the Click Action section and select Go to URL for your Action, then input the URL of the next page/destination.
Step 1.5: Creating a Multi-Page Funnel when using a Form
You may want to incorporate one or more forms into your multi-page funnel, as doing so would allow you to gain better knowledge about your customers, which would consequently enhance your lead nurturing process.
For example, you can have your first form to collect first name and last name, then link that to a second form to collect further information (such as customers’ email addresses and phone numbers).
To link your pages in the funnel using a form, you can follow the steps below:
- Click on the form you’re using for your funnel.
- Click on the Properties tab in the top right corner of the screen.
- Scroll down to the Form Confirmation section and input your next page’s URL in the Go to URL field. Your users will be directed to this URL upon completing the form.
Step 2: Passing the URL Parameters
Information from form submissions or campaign data can be passed to the next step of the funnel via URL Parameters.
Why do we need to pass URL parameters?
URL parameters are key-value pairs that are attached to the end of your URL in order to pass information from the current landing page to the next landing page. URL parameters play an important role in Unbounce page funnels since they can be used to pass form data or referral sources (UTM parameters) through each step in your funnel.
How do we pass URL parameters using a button click?
To pass your URL parameters through a button click, simply select the checkbox Pass through URL parameter (as per the image below).
When a customer clicks on a button with this option turned on, the URL parameters that the visitor arrived to the page with will then be passed to the next step in the funnel
How do we pass URL parameters when using a form?
Passing form data through your funnel is critical in order to ensure that all the necessary information from your customers is being captured. For example, in my sample funnel below, my first form will collect visitor’s email, then pass that information through the URL. My second form will collect visitors' names as well as capture the email address from the prior form.
Passing form data from form 1 to form 2 would require two parts: appending form data to the URL on the first form submission, and then capturing that form data through hidden fields on the second form. To append form data to your URL, follow the step below:
- Under the Form Confirmation section, select Append form data to URL, this will allow form data to be passed to the next step through URL parameters.
For example, the URL would look something like this:
http://unbouncepages.com/test-step-2/?email=test@unbounce.com
Where “email” is the ID of the form field and “test@unbounce.com” is the data being submitted and appended to the URL.
Step 3: Creating hidden fields to capture form data
Hidden fields are form fields that are not visible to your users/customers but can be created in your Unbounce form editor to capture data from the previous steps.
In your multi-page funnel, hidden fields can be used to capture referral sources of your campaign (e.g: UTM parameters) or form data that was passed through from the prior steps.
To capture your URL parameters using hidden fields, follow these steps:
- Click on the latter form in your funnel where the previous step’s data needs to be captured.
- On the right side of your builder, under Properties, click on the button Edit Form Fields and your form editor will pop up as per the following image:
- In the form editor, navigate to the Custom Fields column on the left and look for and click on Hidden Field.
- Under Field Name and ID, type in your hidden field’s name. If you give the hidden field the same name as your UTM parameter (e.g., email), the hidden field will capture the value and be submitted with the form.
Continuing off of the example in my sample funnel above, if you name your hidden field “email”, this field will capture “test@unbounce.com” from the page’s URL “http://unbouncepages.com/test-step-2/?email=test@unbounce.com“ and store this data with your lead submission.
Note that the hidden fields Field Name and ID are case sensitive. Ensure the Field Name and ID of the hidden field and the URL parameters are exactly identical so that the form data can be passed through correctly.
Congratulations! You've built a multi-page funnel that is ready to drive conversions. With these 3 core steps, you can tailor your conversion funnel to target the needs of your campaign!
