05 — Experiments
Growth Experiments
Test the offer, not just the ad.
Offer budget split — drag to test
50% Free Trial · 50% VSL
EXPERIMENT 01Not started
Free Trial
“Get 25 Calls Graded Free”
Ad→Landing Page→Trial Start→Qualified Trial→Booked Call→Customer
Hypothesis
A low-friction product experience can generate more qualified product engagement than asking cold traffic to immediately book a sales call.
Projected customers / month
3.0
Payback
2.6 mo
Spend
$5.0K
Leads
167
Qualified
43
Bookings
17.3
CAC
$1.7K
New MRR
$2.7K
Model readSCALEITERATEPAUSE
EXPERIMENT 02Not started
VSL + Strategy Call
Video Sales Letter → Book Strategy Call
Ad→Landing Page→Video Sales Letter→Book Strategy Call→Sales Conversation→Customer
Hypothesis
Higher-friction traffic may produce fewer leads but stronger sales intent and higher close rates.
Projected customers / month
3.5
Payback
2.3 mo
Spend
$5.0K
Leads
100
Qualified
50
Bookings
20.1
CAC
$1.4K
New MRR
$3.2K
Model readSCALEITERATEPAUSE
Experiment Winner
No winner selected
Waiting for sufficient conversion data. On current assumptions VSL + Strategy Call would return more customers.
The winning funnel is not the one with the cheapest CPL.It is the one that produces the strongest CAC, payback period and customer quality.
Scenario estimate Offer numbers are scenario estimates built from the forecast and the funnel assumptions on the Acquisition Funnel page. Lead and CAC indexes per offer are hypotheses the pilot exists to test.