Proof experiments, A/B tests and rollout rules that stick

TLDR

Pick one block to test, logo row, quote, snippet, or clip. Change one thing only, location, copy, or format. Run for 7 to 14 days or 300 plus engaged sessions per variant, whichever comes later. Read CTR and paid deltas against a like cohort. Promote winners, pause losers, and recheck in 30 days.

Goal

Prove which proof blocks raise clicks and paid conversion, then standardize placements across pages without guesswork.

What you set up

• One test framework, server or client side, with a clean page_slug and module_id.
• One event set, proof_view, snippet_view, ugc_play, ugc_complete, CTR to main CTA, trials, paid.
• One baseline cohort that matches intent and traffic source.
• One weekly readout, five lines, move, stall, test next, retire, consent notes.

Test types you will actually use

• Placement test, hero vs below fold, pricing snippet above vs below math.
• Format test, quote vs snippet, snippet vs clip.
• Copy test, same block, different line, keep timeframe and source.
• Length test, quote under 120 characters vs 80 characters.
• Thumbnail test, clip label only vs label plus face frame.

Design rules, keep stats clean

• One variable per test, location or format or copy.
• Equal traffic split, 50 to 50, do not tilt mid run.
• Minimum run, 7 days, include a full weekend.
• Minimum exposure, each variant seen by 300 plus engaged sessions.
• Primary metric by area, hero equals CTR, pricing equals paid, final CTA equals paid or upgrade.
• Secondary checks, refund rate at 30 days, staleness under 20 percent.

Metrics and thresholds

• Hero CTR lift, ship if plus 15 percent or more vs baseline and stable over 2 weeks.
• Pricing paid lift, ship if plus 10 percent or more vs baseline and refund rate stable.
• Clip complete rate, keep if 35 to 60 percent on engaged sessions with captions on.
• Time to first click, prefer blocks that reduce time to action by 10 percent or more.

Implementation, step by step

1. Pick one page with traffic and one decision block, hero, pricing, or final CTA.
2. Create A and B with one change only.
3. Tag modules, hero_quotes_a and hero_quotes_b, or pricing_snippet_a and pricing_snippet_b.
4. Launch 50 to 50, confirm events carry page_slug, module_id, module_type, position_above_fold.
5. Run for 7 to 14 days, do not touch copy mid run.
6. Read deltas vs baseline and like cohort, not the whole site.
7. Promote the winner, archive the loser, log the change.
8. Schedule a 30 day recheck for novelty decay.

Reading results without spin

• Start with exposure, hero proof view rate 70 percent plus on engaged sessions.
• Move to effect, CTR then paid, do not pick a winner on micro clicks alone.
• Check refunds for the cohort, promises that spike refunds are noise.
• If results are flat, the page has a layout problem, not a proof problem.

Rollout rules

• Roll to sibling pages with the same intent only after a win repeats once.
• Keep module_id stable and add a suffix per page, pricing_snippet_b_home, pricing_snippet_b_alt.
• Re test when pricing, plans, or traffic mix change.

Guardrails

• Match proof to context, pricing gets a result with math, comparison gets head to head.
• Never remove timeframe or source to “simplify” copy.
• Never autoplay clips in hero.
• Never claim “typical,” keep numbers modest and sourced.

Common mistakes

• Testing two things at once, copy and location, unreadable results.
• Declaring victory on 2 or 3 days, seasonality bites you.
• Choosing winners on views, not on CTR and paid.
• Keeping a “wall of quotes,” one strong block per decision area is enough.

Troubleshooting

• Low exposure, move the block higher and trim quotes to 120 characters.
• CTR up, paid flat, snippet attracts the wrong use case, adjust copy to niche and show math.
• Clip ignored, sharpen thumbnail, keep under 60 seconds, captions on.
• Stats swing by day, extend run to 14 days and compare to a like cohort.
• Winners decay, recheck at day 30, rotate a fresh item from your library.

Copy you can paste

• Test note, “One change only, 50 to 50 split, 14 days, read CTR and paid.”
• Changelog line, “Promoted pricing_snippet_b on home, paid plus 12 percent, refunds steady.”

FAQ

How long should each test run
Run 7 to 14 days or until each variant has 300 plus engaged sessions. Cover a weekend.

What is a like cohort
A group with the same intent and traffic source that did not show the module. Compare lift against that group.

How many tests at once per page
One. Run sequentially. Overlapping tests cross contaminate results.

Can I test multiple pages at once
Yes if intent and traffic are similar. Read results per page and as a pooled view.

What counts as a win
For hero, CTR up 15 percent or more and stable. For pricing, paid up 10 percent or more with no refund spike within 30 days.