Experiment readout · 1 June–9 August 2026
F brings more visitors through to purchase
Across eight equally allocated page versions, the clearest positive signal is on the outcome that matters most: purchases per visitor. F appears to lead; C attracts far more clicks, but that extra interest does not translate into more purchases.
What happened
F is the most promising candidate on the end-to-end result. Its purchase rate is approximately 2.2%, versus about 1.8% for the current page A—roughly a 0.3 percentage-point gain, or around one-sixth more purchases per visitor. With traffic split evenly, that is a meaningful directional difference, not just a consequence of F receiving more visitors.
Purchases per visitor: the decision metric
Approximate pooled rates, shown as a percentage of assigned visitors. A is the control.
The chart is a rounded, directional summary. Small differences among A, B, D, E and G should not be read as a reliable ranking without formal uncertainty estimates.
The funnel explains why clicks alone would mislead
Rates below use the step-specific denominators in the experiment definition: clicks ÷ visitors, adds to cart ÷ clicks, and purchases ÷ adds to cart. They are rounded summaries.
Rounded rate comparison
| Version | Click / visitor | Cart / click | Purchase / cart | Purchase / visitor |
|---|---|---|---|---|
| A (current) | ~36% | ~15% | ~36% | ~1.8% |
| B | ~36% | ~15% | ~35% | ~1.8% |
| C | ~49% | ~14% | ~25% | ~1.8% |
| D | ~36% | ~15% | ~36% | ~1.8% |
| E | ~32% | ~15% | ~37% | ~1.8% |
| F Lead | ~38% | ~17% | ~36% | ~2.2% |
| G | ~35% | ~15% | ~35% | ~1.8% |
| H | ~34% | ~14% | ~34% | ~1.6% |
Rates are rounded summaries of the aggregated experiment data; they are intended to show the broad pattern, not to imply precision at the displayed decimal level. Because the supplied data are daily aggregates, this readout does not provide visitor-level confidence intervals or a multiple-comparison-adjusted significance test.
What to do next
Run F against A
Use a fresh, pre-planned test with purchase per visitor as the primary metric. Set the decision window and stopping rule in advance.
Check business guardrails
Confirm revenue per visitor, margin, cancellations/returns, and page performance. More purchases are not automatically more profit.
Diagnose the funnel
Investigate why C produces many clicks but fewer downstream conversions. Use that learning to improve intent and clarity, not just click volume.
How to read this result
Visitors were randomly assigned in equal proportions and retained their assigned version, which makes the comparison useful for estimating the effect of these page experiences. The primary decision outcome here is purchases ÷ visitors; the other rates help explain the path to purchase.
This is a product decision readout, not a formal significance report. The seven-candidate comparison creates multiple opportunities for a chance winner, and daily aggregates do not expose visitor-level behavior or uncertainty. Treat F as the strongest candidate to validate—not as proof that every redesign detail caused the lift.