Creating a Multi-Page Funnel/Form Using the Classic Builder

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.

You build a multi-page funnel by linking individual pages that perform different steps, 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.

Setting up a multi-page funnel is 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:  

Creating 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: 

1. Page one offers your promotion with a call-to-action button. This button-click action will take visitors to the next page. 
2. Page two elaborates on different packages visitors can purchase. It contains a form to collect customers’ information or a buy button to purchase the product. The funnel directs the customer to continue on page three. 
3. Page three would include the final form consolidating the information submitted on page two, using hidden fields to capture inputted data from the second page. This is optional; you can also have customers complete the form sign-up on page two only. 
4. Page four would be the form confirmation or completion 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 with 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: 

1. Navigate to your page in the Classic Builder. 
2. Click on the button you want to set up with a multi-page funnel. 
3. Click on the Properties tab in the top right corner of the Classic Builder. 
4.  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 with 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, consequently enhancing 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:

1. Navigate to your page in the Classic Builder. 
2. Click on your form. 
3. Click on the Properties tab in the top right corner of the screen.
4. Scroll 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 attached to the end of your URL to pass information from the current landing page to the next landing page.

URL parameters are important in page funnels since they can 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, click 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 on 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 to ensure that all the necessary information from your customers is being captured.

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 capturing that form data through hidden fields on the second form.

To append form data to your URL, follow the steps 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 

In your multi-page funnel, hidden fields capture referral sources of your campaign (e.g., UTM parameters) or form data passed through from the prior steps. Rest assured, hidden fields are not visible to your users/customers.

To capture your URL parameters using hidden fields, follow these steps: 

1. Click on the latter form in your funnel where the previous step’s data needs to be captured.
2. On the right side of your builder, under Properties, click on the button Edit Form Fields:
3. The form editor will appear.
4. Navigate to the Custom Fields column on the left and look for and click on Hidden Field.
5. 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. 

And that's it! You've built a multi-page funnel that is ready to drive conversions. With these three core steps, you can tailor your conversion funnel to target the needs of your campaign! 

Measuring Conversions with a Multi-page Funnel

If you're using an Unbounce page and Unbounce form throughout your entire funnel, the conversion and lead will be captured during the last step of the funnel, right before the thank-you/ form confirmation page (as seen in the above example). 

You can see the number of conversions on your page within the Page Overview and analyze your leads within the leads table. 

However, say you're hoping to measure a conversion that happens outside of Unbounce, like so: 

• Step 1: Your customer clicks on an ad.
• Step 2: Your customer lands on an Unbounce landing page and is directed to the next step of the funnel. 
• Step 3: Your customer is redirected to a purchase/checkout page outside of Unbounce, and completes the desired conversion action.
• Step 4: After completing the conversion, your customer lands on a thank-you/confirmation page. 

To track conversions from a non-Unbounce page, you will need to utilize external conversion tracking, which includes installing a script on the thank-you/confirmation page.

See our documentation to learn more: External Conversion Tracking with Unbounce.