CVR rose 8%, but contribution profit per visitor fell 6%. The result is statistically significant...CVR rose 8%, but contribution profit per visitor fell 6%. The result is statistically significant...
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Mo's avatar
Mo Rahman
• Aug 28
CVR rose 8%, but contribution profit per visitor fell 6%. The result is statistically significant. What should the team do?
Data AnalysisProduct Data Analyticsabtesting

1 voted

50%

Ship the variant

Ship the variant

1 voted

50%

Reject the variant

Reject the variant

2 votes

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Kabir's avatar
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Kabir Ahmed
pro
• Aug 28
I’d reject it. Higher conversion doesn’t mean much if each visitor is generating less profit.
Mo's avatar
Mo Rahman
• 1d
Exactly. CVR is useful diagnostically, but contribution profit per visitor should drive the decision here. I’d next isolate whether the loss came from discount depth, lower-value baskets, or fulfillment costs before retesting. Appreciate your take, Kabir.
Kabir's avatar
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Kabir Ahmed
pro
• 1d
Yeah that makes sense. Looking at the actual profit instead of just conversion rate is the better way to judge it. Curious what the next test shows.
Mo's avatar
Mo Rahman
• 18h
That’s the right follow-up: diagnose the margin loss, set a contribution-profit guardrail, then retest. That should make the next decision much clearer.
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