Run A Clean Revenue A/B Test
Design an A/B test that can inform a revenue-growth decision without muddy interpretation.
A homepage CTA variation increased clicks by 18%, but the sales team says the new trials are lower quality and activation is down. A clean revenue A/B test needs a hypothesis, audience, primary metric, guardrails, sufficient exposure, and a pre-committed decision rule. The trap is declaring victory on the easiest metric to move. Clicks can rise while qualified pipeline falls. Before Primary metric was CTA clicks. No guardrails. Decision made after the result looked exciting. After Primary metric is qualified trial activation. Guardrails include opportunity quality and refund requests. Decision rule is set before launch. Hypothesis If the CTA names…
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