Overview
Conversion rate is where most A/B tests stop. But the version that converts best isn't always the one that makes you the most money. Say your test variant adds a free gift: more shoppers check out, and each order costs you more to fulfill.
So we took our experiment results further. Every test now reads out in profit, sits next to the ad spend that paid for its traffic, and watches the metrics a winning variant can quietly damage. You pick the version that grows the business, not just the one with the prettiest conversion rate.
What you see
A test result you can take to the bank
Profit for each version
Each version's revenue is followed all the way down to profit, using the product costs you've already entered: what the goods cost, shipping, and payment and fulfillment fees, ending in the contribution profit each version earned. A version that converts better on a deep discount can still make you less money, and this is where you see it.
The ad spend behind your test
See what you spent on Meta and Google during the test, next to the new customers each version brought in and the cost per new customer for each. Test results and ad spend sit on one page, so you can tell whether a winning version also makes your paid traffic work harder.
Guardrails that catch the hidden cost
Refund rate, add-to-cart rate, bounce rate and 30-day repeat purchase are tracked for each version, with a clear flag when one of them gets worse. A variant that lifts orders but brings more returns doesn't get to hide behind its headline number.
The funnel, step by step
Each version's path from session to add to cart, to checkout, to order is laid out side by side, with the rate at every step. You can see exactly where one version pulls ahead or falls behind, and a clear verdict badge tells you where the test stands.
Also in this release
Compare any date range
Compare any date range with the same period last year, or place a custom comparison window anywhere on the calendar. Comparisons line up by weekday, so Mondays sit against Mondays and your weekend mix stays fair, and they carry through your reports and scorecards. Available on every plan.
Available now
The experiment results page is on every plan; the Free plan includes one A/B test. Ad spend context appears on the Starter plan and above with Meta or Google Ads connected. Profit per version is on the Advanced plan once your product costs are in.
Connect your store