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let's start with a definition of funnel analysis in testing so funnel analysis and testing is a tool that can be used to map manage and analyze various ideas aimed at improving or completely changing a given area of the business this tool will help you to find fast potential improvements as well as to minimize the risk of causing problems to the whole organization by gradually testing the ideas it's also worth mentioning that to use the full potential funnel analysis in testing we should also divide more complicated concepts into series of smaller tests and test them independently separately before we consider implementing the whole concept one last thing worth mentioning before we move to example is the fact that you have to quite often impose certain limits on certain stages make sure that the testing process goes smoothly so let's have a look at an example so let's have a look at the general concept of the funnel and testing as always the first step is to map the stages the first usually is about generating ideas then obviously we have to test them make sure that they are viable and after that we have the stage at which we have to choose which one we will implement and which will simply not implement because they don't deliver the promised results and finally we've got the implementation stage as it was in the case with the sales funnels we have some sort of an input in this case our input will be test we carry out and obviously as the time goes by we try to move them to the right however not all of them will obviously end up at the end because we may decide not to do some of the ideas or we may choose not to implement some of the things as we have mentioned the big difference here is that we usually would like to put certain limits on each and every stage so for example here the limit is to have no more than 15 business ideas that we are considering when it comes to testing we should not test more than four in the stage phase we should not choose more than four and implementation again it has its own limit of two let's have a look at some examples of uh funnel testing that you may come across so here the first stage is idea generation phase then we have a concept phase where we put the idea into more details after that we've got the testing phase and finally implementation phase let's have a look at another example so we start with idea then we have an evaluation phase where we try to estimate the potential of each and every idea and to maybe somehow rank them we would also most likely in this stage try to estimate the cost and the resources needed to test and later on implement the idea after that we've got the validation which is similar to a testing phase once we have validated the idea we can deliver it in other words implement it and the final stage in this funnel would be benefit monitoring so after delivery we want to make sure that the benefits that we have estimated and that we want to achieve actually are reached in other words we want to reconfirm the things that we have estimated in the evaluation and validation stage we will be using in this course our framework which is pretty simple and similar to what we have shown here so the first stage will be idea generation after that we have a stage where we prepare selected tests to make sure that it is later on tested without any problems and in the right way obviously an important part of the testing funnel is the testing stage where we conduct a test and we gather data once we've got the data we can analyze the result and decide whether we implement it or not so let's have a look in a little bit more detail at the process of creating and using the sales funnel