MEMO
Winning behavior: clicking through the “5-minute plan” promise.
DecisionRecommended action: ship A’s message, redesign checkout, re-test.
Executive summary
- A’s concrete time promise outperformed B at every funnel step (SAMPLE data).
- The biggest drop-off for both is signup → checkout.
- Payment counts are too small to support a pricing conclusion.
What happened
Across 1,240 SAMPLE visitors, A produced 62 signups vs 31 for B.
What it likely means
Speed is a stronger hook than health outcomes for this audience — likely, not proven.
Recommended action
Adopt A’s headline; test visible pricing next.
Next step
Re-run SKPSIS on pricing before scaling spend.
Confidence: Medium — Small real-traffic sample. Directional signal, not definitive validation.
