Improve the acquisition funnel

Business result

More activated paying customers per acquisition dollar, with refunds and retention protected.

Next step

Design a controlled test

Working output

Project brief

Unit of analysis

Session × entry channel × device × funnel version

Decision owner

Growth Product Lead

Controlled test design

• Hypothesis: Instrument the handoff and test one checkout or activation change.
• Comparison: Current journey versus randomized alternative at the same acquisition mix
• Specify assignment, group overlap, exposure and contamination checks.
• Choose a primary metric, detectable effect and completed outcome window before calculating sample size.
• Set risk budget, guardrails, checkpoint and stop or restore conditions.

Acceptance checks

• Every step has an event contract and supported denominator.
• The test protects refunds and retention, not only initial conversion.
• Decision owner, risk budget, guardrails, checkpoint and restore condition are specified.
• Assignment, detectable effect and outcome horizon are specified before the test starts.

Deliverables

• A pilot design with success and stop criteria
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.