Multipage Testing in GemX allows you to test an entire product launch funnel as a single experiment, instead of optimizing individual pages in isolation.
For product launches, customer decisions rarely happen on one page. Users may land on an announcement page, explore the product detail page, compare offers, and convert later.
In such cases, Multipage Testing helps you understand how the full funnel performs as a system and which combination of page variants drives the highest overall conversion.
Important note: This approach is designed for scaling stores that already have stable traffic and want to validate their launch funnel before increasing ad spend or rolling out the product at scale.
Learn more: How to Create a Multipage Testing Experiment on GemX
When to Use Multipage Testing for Product Launches
Use multipage testing when your product launch includes multiple connected pages, and you want to measure performance at the funnel level, not just page by page.
Multipage testing is a good fit when:
-
Your product launch flow spans multiple pages (announcement, product, offer, cart, etc.)
-
You want to evaluate the combined impact of messaging, layout, and offers across the funnel
-
You need to identify where users drop off during the launch journey
-
You are preparing to scale traffic and want data-backed confidence in your funnel
Avoid using multipage testing when:
-
Traffic volume is too low to reach statistical significance
-
Your launch funnel structure is still changing frequently
-
You only need to test a single page (template testing is more efficient in this case)
Multipage testing works best when the funnel structure is defined and traffic is consistent, allowing you to focus on optimization and validation, not discovery.
Typical Product Launch Funnel Structure
A product launch funnel usually includes multiple pages that work together to drive conversions, rather than a single standalone page.
Common pages in a product launch funnel include:
-
Pre-launch or announcement page: Introduces the product and builds interest
-
Product detail page: Explains features, benefits, and use cases
-
Offer or pricing page: Presents pricing, bundles, or limited-time offers
-
Cart or checkout entry page: Where conversion intent is finalized
During a launch, users do not always follow a linear path. Some visitors may land directly on the product page from ads, while others may revisit the offer page multiple times before converting.
Multipage testing in GemX tracks how users actually move across these pages and evaluates funnel performance based on real user behavior, not assumed page order.
How Multipage Testing Works in GemX
In GemX, multipage testing is organized as a single campaign that includes multiple pages and variants. Instead of running isolated tests on each page, GemX treats the entire funnel as one experiment:
-
You add all relevant pages from your product launch funnel into one campaign
-
Each page can have one or more variants
-
Traffic is allocated at the campaign level, ensuring users stay within the same experiment experience across pages
GemX measures performance across three layers:
-
Funnel-level results: Overall conversion performance of the launch funnel
-
Page-level insights: How each page and variant performs within the funnel
-
User paths: How visitors move between pages and where drop-offs occur
This structure allows you to understand not just which page converts better, but which combination of page variants creates the strongest product launch flow on your Shopify store.
Step-by-Step: Create a Multipage Testing Campaign for Product Launch
Step 1: Create a New Multipage Testing Campaign
-
Go to GemX → Experiments
-
Click Create Campaign
-
Select Multipage Testing
-
Enter a campaign name
Pro tip: Use a clear, launch-based naming convention, for example: Product Launch – New Collection – Funnel Test
This campaign will control traffic and tracking for all pages in your launch funnel.
Step 2: Add Pages in Your Product Launch Funnel
-
In the Pages section, add all pages that belong to the product launch flow
-
Select only pages that have conversion intent
Typical examples:
-
Announcement or launch landing page
-
Product detail page
-
Offer or pricing page
Best practices:
-
Only include pages that are part of the same launch funnel
-
Do not add unrelated pages (blog posts, support pages, etc.)
-
Funnel order does not need to be linear, GemX tracks actual user journey
Step 3: Create Variants for Each Page
For each page in the campaign, you can create one or more variants.
Common elements to test during a product launch:
-
Headline and value proposition
-
Hero layout and visual hierarchy
-
Offer framing (bundles, urgency, social proof)
-
Primary CTA placement and copy
Testing guidelines:
-
Keep changes focused and intentional
-
Avoid changing too many elements across all pages at once
-
Make sure variants are published and live before launching the campaign
Step 4: Set the Winning Metric and Configure Advanced Settings
Choose a winning metric for the launch. You can select from Revenue or Conversions.
Then, configure the Advanced Settings of your experiment, including:
-
Device target
-
Visitor target
-
Traffic source
-
Traffic split
-
Market & language
Please note that:
-
The winning metric should reflect the final outcome of the launch
-
Traffic is allocated consistently across the funnel to maintain experiment integrity
Step 5: Launch the Campaign
Before launching, double-check:
-
All pages are published
-
All variants are correctly assigned
-
Tracking is active
-
No pending edits on funnel pages
Once confirmed, click Start Campaign.
From this point on, GemX will:
-
Assign users to experiment variations
-
Track conversions across the entire funnel
-
Record real user paths between pages
FAQs
