SKP report — Appendix

Appendix

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.

Small real-traffic sample. Directional signal, not definitive validation.

Evidence & sources

Source	Type	Note
Analytics events	Behavioral	SAMPLE export
Ad platform	Traffic	Spend and reach (SAMPLE)

Uncertainty notes

Sample size too small for fine segment claims.
Paid traffic may differ from organic visitors.

What happened text

Across 1,240 SAMPLE visitors, A produced 62 signups vs 31 for B.

What it likely means text

Speed is a stronger hook than health outcomes for this audience — likely, not proven.

Variant comparison funnel

Events per variant (SAMPLE counts).

A · “Plan in 5 min”B · “Eat better”

Visit

620620

Click

186124

Signup

6231

Checkout

1911

Payment

[
 [
  "Visit",
  620,
  620
 ],
 [
  "Click",
  186,
  124
 ],
 [
  "Signup",
  62,
  31
 ],
 [
  "Checkout",
  19,
  11
 ],
 [
  "Payment",
  6,
  3
 ]
]

Step conversion A (SAMPLE %) bars

Visit → Click

30%

Click → Signup

33%

Signup → Checkout

31%

Checkout → Payment

32%

[
 [
  "Visit → Click",
  30
 ],
 [
  "Click → Signup",
  33
 ],
 [
  "Signup → Checkout",
  31
 ],
 [
  "Checkout → Payment",
  32
 ]
]

Recommended action text

Adopt A’s headline; test visible pricing next.

The SKP suite

Adversarial research

Research designed to disagree with you.

Logical next step →Explore SKPSIS

Synthetic decision panel

Where ideas meet resistance.

Explore SKPTIK

Observe real behavior

Test behavior, not opinions.

This report

Behavior & Funnel Decision Brief

Appendix