cta_click_rate
Shows whether the next step became clearer.
Do not call the click a win if post-click abandonment grows.
copy without pressure
Copy tests
Testing headlines, CTAs, pricing explanations, safety copy, and clarity without anxiety selling.
The best copy makes choice clearer, not the user more afraid.
support_confusion
How many people ask support questions the copy should have answered.
Strong copy need not be short when the topic is complex.
refund_reason_copy_gap
Refunds caused by expectation mismatch.
If a refund reason repeats, it is not a 'bad customer' but a bad promise.
Write the hypothesis
Formula: if we change X for audience Y, metric Z will move because a specific friction disappears.
- There is one main changed element.
- There is one primary metric and one guardrail metric.
- There is a pre-written decision after the test.
Launch quietly
Start with a small traffic share or one segment, especially when testing payment, email, trust, or beginners.
- The test can be turned off without deploy chaos.
- Events are logged without private questions or scroll text.
- Support knows what changed.
Read the result
Do not declare a winner from one day. Check device split, traffic source, complaints, refunds, and behavior quality after payment.
- The result is compared with baseline.
- The guardrail did not worsen.
- The outcome is written into the experiment log.
experiment cards
- CTA: 'Get an answer' versus 'Frame your question'.
- Pricing note: 'what is included' before price versus after price.
- Trust note: short disclaimer versus guided boundary card.
rollback rules
- Rollback if copy starts promising exact outcomes.
- Rollback if users ask more often what they are buying.
output
- Copy decision with old line, new line, reason, metric, and guardrail.
- Entry in forbidden claims if a dangerous phrase is found.
red flags
- Phrases like 'urgent', 'your fate is decided', 'otherwise you lose your chance'.
- Copy increases dependence on repeated readings.
related doors