Highlighting the Money-Back Guarantee A/B Test Example

Net revenue per visitor

Compare revenue after returns per assigned visitor over a fixed period; assess transaction costs separately.

• Purchase conversion rate (CR)Check whether purchase rate changes.
• Return rateReview returns after an adequate follow-up period and assess their effect on profitability.
• Return processing costMake sure the operational workload remains manageable.
• Repeat purchase rateCompare later purchases over the same follow-up period in both arms.

• EmphasisChoose one way to make the existing guarantee more prominent.
• TermsKeep coverage, duration, eligibility and claim process unchanged.
• WordingUse the same accurate terms; a conditional versus unconditional guarantee is a separate test.
• EconomicsRead net revenue alongside return-processing costs.
• Customer historyReview first-time and repeat purchasers separately.

1. 1Do not promise a guarantee that cannot be honored.
2. 2Do not emphasize the guarantee while making its terms too small to read.
3. 3Do not change guarantee visibility and duration together.
4. 4Wait for return outcomes before declaring a revenue winner.
5. 5Do not present a statutory minimum return right as a special marketing benefit.