Experiment Builder

Sample data
✓
Hypothesis
✓
Metric
3
Variant
4
Threshold
5
Review
STEP 3 OF 5 Variant design

Define control and variant

AI HYPOTHESIS — EXP-019

Simplifying onboarding step 3 (reducing form fields from 6 to 3) will increase activation rate by reducing cognitive load on first-time mobile users.

Metric: Activation rate Goal: +3 pp
CONTROL
Current onboarding
  • 6 form fields on step 3
  • Role, company size, use case, team size, integration, timezone
  • Baseline activation: 31%
VARIANT A
Simplified step 3
  • 3 form fields on step 3
  • Role, use case, team size only
  • Remaining fields deferred to day 3
SAMPLE SIZE CALCULATION
1,240
users per arm
95%
confidence target
~11d
est. duration
Back Continue to threshold

Recent experiments

EXP-018 significant
Pricing page value prop reframe
+8.4 pp 97% conf.
EXP-017 significant
Email drip — 3-day vs 7-day
+5.2 pp 96% conf.
EXP-016 completed
Mobile signup — single-page flow
+2.8 pp 95% conf.
EXP-015 completed
Referral incentive — credit vs cash
-0.3 pp 88% conf.
NEXT RECOMMENDED

Activation email timing test

Follow EXP-017 results with a test on whether sending the activation email at the 30-min vs 2-hour mark improves click-through.