GoHighLevel funnel builder: pages, checkout and split testing

Building a funnel

A funnel is an ordered set of steps, each with its own page. You can start from blank, from a template or with Funnel AI, then edit in the builder and attach forms, products and a custom domain. The domain is connected in settings and needs DNS records verified before it can be linked. Teams moving from ClickFunnels can import pages by pasting the live, publishable URL of each step, one step at a time; HighLevel says the importer works with ClickFunnels 1.0 and 2.0 funnels, but membership areas do not import and have to be rebuilt in HighLevel's courses tool.

Checkout: order forms, bumps and upsells

A two-step order form collects contact and shipping details on the first screen and payment on the second, with optional cart mode and coupon codes. It needs at least one product with a price attached to the funnel step. What you can sell depends on the processor. Stripe, Authorize.net, NMI and Square support order bumps, upsells and subscriptions; PayPal supports upsells and subscriptions but not bumps, and cannot sell a bump alongside a recurring product. With any provider, two different recurring products cannot be sold in one checkout, so use an upsell step for a second subscription.

• Apple Pay and Google Pay on order forms work only through Stripe
• Google Pay shows by default where the buyer's country supports it
• Custom payment providers from the marketplace also work on order forms

Split testing

Each funnel step can have variations. All traffic goes to the step's URL and a slider splits it between the control and variation pages, with results in the Stats tab as visitors arrive. The test needs a domain added to the funnel, relies on browser cookies so a visitor keeps seeing the same version, and loses accuracy if you edit the control page mid-test. HighLevel recommends testing noticeable changes rather than small tweaks. Read the stats and promote the better page yourself; the help article does not describe an automatic winner.

Funnel AI

Funnel and Website AI drafts pages from guided inputs (niche, goal, audience, tone, layout) in Assist mode or from a free prompt in Build mode, and the result stays editable in the normal builder. HighLevel currently offers it without additional AI usage charges, subject to usage limits, which its AI pricing page sets at 1,000 prompts a day per location. HighLevel's own guidance is to treat the output as a starting point and review titles, headings, keywords and copy for accuracy before publishing, which matters for regulated claims in health, finance or legal offers.

Funnel or website?

Use a funnel when the visitor should move through set steps toward one action: a lead magnet, a webinar registration, a product sale with upsells. Use a website when visitors need to browse freely between service, about and contact pages. The two share the same editor, but only funnels support split testing, and only funnels hold the step-by-step checkout with upsells. HighLevel also lets you add an ecommerce store directly to a funnel when a catalog of products needs to sit inside a campaign.

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