Every experiment ends in a learning — validated or invalidated — and each one updates the company model.
High-intent channels (G2, branded search) convert trials at 4x paid social.
312 trials across 9 weeks · Channel holdout test
In-platform CAC predicts downstream customer quality.
90-day churn follow-up, 2 cohorts · Cohort quality model
Cost-saving messaging outperforms CX messaging for finance buyers.
2.4% vs 1.1% CTR, 41k impressions · Ads + search experiment
Personalized outbound angles more than double reply rates at current volume.
7.1% reply rate across 8 variants · Outbound experiment
“Delight customers” positioning resonates with mid-market buyers.
CTR 1.1% vs 2.4% control · Paid social ad set
Teammate invites during onboarding are the strongest activation lever.
61% of activated accounts invited a teammate · Onboarding prompt test
Product-led activation drives the highest quality pipeline.
PLG conversion up 24%, CAC down 18% · Funnel analysis
Longer trials increase conversion for self-serve signups.
14-day vs 28-day trial split · Trial length experiment