Run experiments that prove what actually moves the needle.
Stop debating which ad creative, subject line, or CTA performs best. Decision Process gives marketing teams Bayesian evidence on every channel — so you ship the winner, not the guess.
Experiment Templates
Ready-to-run experiments
Email Subject Line Test
“Personalized subject lines with the recipient's name improve open rate.”
Conditions
- Generic subject (control)
- First-name subject
- Curiosity subject
Metrics
- Email Open Rate (%)
- Click Rate (%)
- Lead Conversion Rate (%)
Ad Creative Format Comparison
“Video ads outperform static image ads for brand recall but not for direct response.”
Conditions
- Static image (control)
- Short video
Metrics
- Return on Ad Spend (x)
- Cost per Acquisition (USD)
- Brand Recall (%)
Landing Page CTA Test
“A specific outcome CTA converts better than a generic 'Get started' button.”
Conditions
- Generic CTA (control)
- Outcome CTA
- Risk-reduction CTA
Metrics
- Lead Conversion Rate (%)
- Cost per Acquisition (USD)
- Customer LTV (USD)
Worked Example
Email subject line test across 4,800 subscribers
A SaaS marketing team splits a weekly newsletter send across three subject line styles: a generic benefit headline, a first-name personalized line, and a curiosity-gap question. 1,600 subscribers per arm, measured over one send.
Results: open_rate (%)
Generic benefit (control)
mean: 21.4%
95% CI: 19.8–23.0
First-name personalized
mean: 27.6%
95% CI: 25.9–29.3
P(better) = 99%
Curiosity question
mean: 24.1%
95% CI: 22.4–25.8
P(better) = 87%
First-name personalization lifts open rate by +6.2 percentage points (d = +0.71, large effect). At 99% posterior probability, this far exceeds the team's 90% decision threshold. Curiosity framing shows a smaller but real lift at 87% — worth a follow-up test at higher confidence.
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