Introduction to Website Funnel Analysis Checklist:

Website Funnel Analysis Checklist

This checklist is based on Neil Patel's blog post: A Straight-Forward Guide to Optimizing Your Funnels for Maximum Conversions. To find out more about Neil check out his site here.

Maximizing your conversion funnels can only happen when you experiment with every element of customer interaction, dig deep into the analytics and then optimize the design.

Fortunately, you don’t have to test everything at once. But where should you start?

This Website Funnel Analysis Checklist will guide you in the following:

  • Where to start
  • The most important interaction points to test
  • The essential elements at those interaction point to test
  • And different tests you can run.

Before you get stuck in, here is a little bit about us:

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We recommend running this checklist on a monthly basis.

Let’s get started.

Enter basic information

To kick things off, fill in some basic details.

This section is important as it helps to keep track of who made changes to your conversion funnel and when they did so. 

To enter your basic information, use the form fields below. 

Determine your Funnel and Goals:

Establish your Google Analytics Funnel

Your first step to building a well-built online conversion funnel is to set up a funnel visualization in Google Analytics.


If you don’t have this setup…stop right now and go set it up. The data you will collect will reveal where your users are abandoning the conversion funnel.

Give the goal a name

Give the goal a name that will help you recognize when looking at your data reports.

For example, “white paper A download” or “free trial subscription.

Use the form field below to record your goal name.

Define the funnel

Google Analytics allows you to add up to ten pages in a conversion funnel.

This is where you will find out where users are dropping off before completing the goal you defined in the previous task.

Use the form field below to record define the funnel.

Give the goal a value

Figure out what a completed goal is worth.

To calculate the Return of Investment (ROI) and other metrics in Google Analytics, you need to determine the value of a goal.

For example, if 10% of people who download a report spend $500 with you, the download value might be $50 (10% of $500)

Use the form field below to record the value of your goal. 

Landing Pages:

Analyze your landing pages

Once you’ve got funnel visualization set up, your first round of testing should focus on your landing page.

Click on this link to get an even better understanding of what elements you can test on your landing pages.

Use the following sub-tasks to guide you in testing your landing page. 

  • 1
    Test different headlines to see which ones attract and keep the most visitors.
  • 2
    The copy should be full of benefits to the reader. Starting off with the most promising.
  • 3
    Test different background and text color to improve conversion.
  • 4
    Try different font sizes to see which size keeps readers on the page longer.
  • 5
    Test the path to purchase to eliminate any friction you uncover.

Looking for more tips on creating a great landing page that converts?

Then check out this video:

Neil Patel: How to Make a Beautiful Landing Page.

Sign up Forms:

Analyze your sign up forms

The next interaction step to test is your sign up forms.

Follow the sub-tasks below to test the common elements of a signup form. 

Pro-Tip: Keep in mind, fewer text boxes don’t necessarily mean more conversions. You can actually increase back-end conversion by collecting more information.

  • 1
    Headlines – Try out different headlines on your sign-up form and test their effect on sign up pages.
  • 2
    Text Box Words – Make sure the words you use are not confusing otherwise you could drive away visitors.
  • 3
    Text Box Placement – Test how you position the text boxes on the form to see which arrangement produces the best conversion.
  • 4
    Text Boxes Per Page – Analyze your completion rate to see if fewer boxes will boost conversion rates.
  • 5
    Captcha – These filters are great for keeping spammers out, but when they are too difficult to read conversions can drop.

Analyze your competition's sign up forms

Perform the same analysis on your competitor sign up forms.

Follow the sub-tasks below to test the common elements of your competitor's signup form. 

  • 1
  • 2
    Text Box Words
  • 3
    Text Box Placement
  • 4
    Text Boxes Per Page
  • 5

Trust Elements:

    Trust on the web is huge…especially when you are trying to get people to give you their money. This is why you have to build trust into your landing page and throughout your online conversion funnel.

    For best results you should use all three of the trust elements in the following tasks, but that doesn’t mean you shouldn’t do a few rounds of A/B testing experimenting to find out which logo is the most effective.

    You’ll want to find out the best position of each trust element on the page.

    Test your guarantee

    What is your guarantee arrangement?

    Will you give your customers their money back if they are not satisfied? Will you do this in 30 days? 60 days? 90 days?

    Test different variations to see which pulls the best.

    Use the form field below to record the best variations. 

    Email Conversion:

    Test your email conversion

    Building an email newsletter list is an essential part of your online conversion funnel. 

    Check off the following sub-tasks as you test the essential elements of your email conversions.

    Use the form field below to note down key aways.

    • 1
      Open Rates – Your email newsletter will live or die based upon your subject lines. Make sure you are using the most compelling copy. Test different variations constantly to raise conversion rates.
    • 2
      Copy – Test short or long copy in the email, preferably finding out if the bulk of your audience wants to click through and read everything on your site.
    • 3
      Click Throughs – Open rates alone won’t tell you the whole story. Embed links throughout the copy to see if more or less links drives people to click. And test different anchor text copy.
    • 4
      Plain Text vs. HTML – Find out if your audience prefers email in plain text or HTML based. A great way to find out is to use a simple survey.
    • 5
      CTA – Test different calls to action to see which drives more traffic to your site. Also, test the position of these CTAs on the page.

    Combine Usability and A/B Test Results:

    Get qualitative feedback from users

    Get feedback from customers by performing a usability test.

    If you are new to usability tests check out these blogs:

    Once you have finished testing upload/link results below.

    Analyze your user testing results

    The user feedback you gathered from the usability test should help guide your design of the page in question.

    You should walk away with three or more design alternatives.

    Note down 3 design alternatives in the form fields below.

    Run your A/B testing

    Once you have the alternatives and insights from user testing from the previous task, start you’re A/B testing.

    Your A/B testing should help you narrow down your choices between design alternatives and on-page elements, eventually landing on the most optimum performing page.

    Once you have finished testing record key takeaways in the form field below. 

    If you are new to A/B testing then check out this link. Or watch the Youtube video embedded below.

    Alternatively, click here to get the Process Street AB Testing Checklist.

    Neil Patel - How to Run Split Tests and Optimize Your Website for Conversions.

    A/B testing is a fantastic method for figuring out the best online promotional and marketing strategies for your business. It can be used to test everything from website copy to sales emails to search ads. And the advantages A/B testing provide are enough to offset the additional time it takes.

    Run A Mom Test:

    Test your conversion funnel

    Okay, so it doesn’t have to be your mom…but make sure it isn’t one of your internet savvy friends.

    In other words, find a normal web user.

    Once you have found your test subject follow the subtasks below. 

    • 1
      Call this person and ask them to find your site on Google and complete the conversion process.
    • 2
      Record the phone call and take notes until they are finished.
    • 3
      Tell them what you expect users to do on your site.
    • 4
      Stay on the phone and ask them to talk out loud as they do their search.
    • 5
      Make tweaks to your conversion process and repeat the process until people can work through the process without abandoning the process.

    Use the form field below to note any tweaks you had to make and summarize the call. 

    Run an Online 5-Second Test:

    Sign up and run the test

    Vinod Khosla originally created this test to show executives and VCs that slides thick with information would fail. The test involved nothing more than putting a slide in front of someone and then pulling it after 5 seconds. Khosla would then ask the tester to tell him what he remembered.

    The 5-second test has now been adapted online to help you test web designs with a tool like

    Follow the sub-checklist below to test your site and then summarize your results in the form field.

    • 1
      Get a free account.
    • 2
      Upload a screenshot of the web page you want to test.
    • 3
      Let members test your web page.
    • 4
      See your results.


    Pull in data to create a report

    This is the end of the Website Funnel Analysis Checklist. The data you inputted for each step has been compiled into a final report which you can view below.

    If you wish you can create an automation process that will export your report from this checklist as a google document or PDF.

    For instructions on how to create this automation using Zapier visit our hub page.

    Once you have created the Zap, whenever you run this checklist an external report will be generated automatically with one click.


    Determine your Funnel and Goals:




    Landing pages:


    Sign up forms:



    Trust Elements:


    Email Conversion:


    Combine Usability and A/B Test Results:






    Run a Mom Test:


    Run an Online 5-Second Test:


    Assign member to review report


    You have completed your Website Funnel Analysis Checklist.

    When it comes to creating a well-built conversion funnel, you should be testing all the time. We recommend running this checklist on a monthly basis. 

    With regular testing, you’ll get plenty of actionable data that will help you improve your conversion rates.

    You can use the 'Assign Members' dropdown below to assign the report for review to someone within your Process Street organization. 

    Approval: Website Funnel Analysis Report

    Will be submitted for approval:
    • Pull in data to create a report
      Will be submitted


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