A/B tests that give you the right answer.
Most A/B testing tools stop at p-values and conversion rates. Decision Process gives you Bayesian posteriors, credible intervals, causal adjustments, and the statistical rigor to make decisions you can stand behind.
Experiment Templates
Ready-to-run experiments
Checkout Flow Simplification
“Reducing checkout from 3 steps to 1 page increases completion rate.”
Conditions
- 3-step checkout (control)
- 1-page checkout
Metrics
- Checkout completion rate (%)
- Revenue per visitor ($)
- Time to complete (sec)
Homepage Hero Copy Test
“Outcome-focused headline outperforms feature-focused headline for trial signups.”
Conditions
- Feature headline (control)
- Outcome headline
- Problem headline
Metrics
- Trial signup rate (%)
- Time on page (sec)
- Scroll depth (%)
Onboarding Flow Comparison
“A guided onboarding checklist improves 7-day activation vs. self-serve exploration.”
Conditions
- Self-serve (control)
- Guided checklist
- Video walkthrough
Metrics
- 7-day activation rate (%)
- Time to first key action (hrs)
- Support tickets (7d)
Email Subject Line A/B
“Personalized subject lines with the recipient's company name improve open rates.”
Conditions
- Generic subject (control)
- Personalized with name
- Personalized with company
Metrics
- Open rate (%)
- Click-to-open rate (%)
- Unsubscribe rate (%)
Pricing Page Layout Test
“Highlighting the middle tier increases Business plan selection vs. a flat grid.”
Conditions
- Flat pricing grid (control)
- Middle tier highlighted
- Annual toggle default
Metrics
- Business plan select rate (%)
- Upgrade intent signals
- Session duration on page
Worked Example
Checkout flow A/B across 4,200 sessions
An e-commerce team tests a simplified single-page checkout against the existing 3-step flow. Traffic is split 50/50 via the SDK. Checkout completion and revenue per visitor are tracked over 3 weeks.
Results: checkout_completion_rate (%)
3-step checkout (control)
mean: 61.4%
95% CI: 59.8–63.0
1-page checkout
mean: 72.5%
95% CI: 71.0–74.1
P(1-page better) = 99.8%
The single-page checkout produces an 18% lift in completion rate (d = +1.1, very large effect) with 99.8% posterior probability. Revenue per visitor also increases from $8.40 to $9.90 (+18%). At this confidence level, the team can ship with high confidence. Recommendation: deploy 1-page checkout to 100% of traffic.
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