Behavior & Funnel Decision Brief
Behavior & Funnel Decision Brief
SAMPLE subject: landing page test for a meal-planning app
Winning behavior: clicking through the “5-minute plan” promise.
Executive summary
- A’s concrete time promise outperformed B at every funnel step (SAMPLE data).
- The biggest drop-off for both is signup → checkout.
- Payment counts are too small to support a pricing conclusion.
1,240 (SAMPLE)Visitors
€180 (SAMPLE)Budget
7Run time (days)
01
What happened
Across 1,240 SAMPLE visitors, A produced 62 signups vs 31 for B.
02
What it likely means
Speed is a stronger hook than health outcomes for this audience — likely, not proven.
03
Variant comparison
Events per variant (SAMPLE counts).
A · “Plan in 5 min”B · “Eat better”
Visit
620620
Click
186124
Signup
6231
Checkout
1911
Payment
63
05
Recommended action
Adopt A’s headline; test visible pricing next.
Methodology. Two landing variants split 50/50 on paid social traffic. Events tracked: click, signup, checkout start, payment intent. No personal data beyond consented analytics.
The SKP suite
Observe real behavior
Test behavior, not opinions.
This report