Our pricing page tests keep getting stuck behind app release cycles. I’m trying to move copy/layout/plan tests to the web so we can flip variants in minutes and roll back instantly if they tank.
For those doing this already: how do you structure experiments and guardrails? I’m thinking 50/50 splits, traffic-source targeting, and a fast revert switch. Any pitfalls with caching or deep links? Do you keep a permanent holdout? If you’ve done this, what’s your exact setup and rollback process?
Two configs on the web. One feature flag in the app as a safety net.
Start with copy tests. Then layout. Price last.
Ramp 10% to 50% to 100%. Roll back if early metrics drop past a pre-set threshold.
I use Web2Wave to push a JSON paywall and swap variants. Reverts are one switch. Also log variant by user id so you can audit later.
Shadow test first. Send 10% traffic to the new paywall while watching CTR to checkout and payment success. If it beats control, go 50/50.
I keep changes on the web so I can tweak copy and plans instantly. Web2Wave lets me publish without a new build.
Keep tests small and clean.
One change at a time, fast decisions, roll back losers right away. I usually set a minimum sample and a time cap so things don’t drag on.
Web layer or nothing. Ship and swap fast.
Define your success metric up front. I use paywall CTR, checkout starts, and completed payments as the core. Run a sample size check, then segment by traffic source.
Use a holdout. Assign variants once and persist them. Feature flag the entire web paywall so rollback is instant.
Do not change onboarding during a paywall test. It ruins the read. Document every switch with timestamp and cohort counts.
We just use a feature flag and a 48h ramp.