2
Total concluded
50%
Win rate
1
Replicated
Autoplay video hurt signup rates by 3.2% (not statistically significant at p=0.38, but negative direction). LCP degraded by 1.8 seconds on mobile. Bounce rate increased 7% on mobile devices. Consider testing a play-button CTA instead.
Exit intent with discount significantly lifted conversion rate by 11.3% (p=0.012). Highest impact in mobile users (14.2% lift). Recommend rolling out to all traffic and testing higher discount thresholds. No significant negative impact on brand NPS.