A/B test program

Reverse trial in-app A/B tests

Eleven in-app messages in Customer.io campaign 50. Each has a Random Cohort Branch (50/50) inserted before it. The control stays untouched; a new draft variant runs alongside. Every variant tests a distinct behavioural lever, grounded in the trial moment and what the user has already seen via email. Variants are wired as drafts in CIO. Carlos enables them manually.

Campaign

Reverse Trial In-App (#50)

Workspace

Carepatron 199348

Primary metric

In-app CTA click rate

Secondary metric

Paid conversion in trial (global)

Variants

11 in sending_state: "draft"

Architecture

Per-message random cohort 50/50

Trial journey

Each marker is a message. Click to open its hypothesis, rationale, and side-by-side preview.

14-day reverse trial cadence

Modal takeover Top banner Bottom-right pop-up

11 tests

One row per message. Click a row for side-by-side previews, hypothesis, rationale, and instrumentation.