Test 1: Landing Page -> Planner Entry

Objective

Increase the share of homepage visitors who become real planner users.

Primary goal:

• Improve planner_entry / homepage sessions

Hypothesis

The homepage hero was asking visitors to process too many choices too early. By making planner entry the clearest first action and reducing above-the-fold product branching, more visitors should move from the landing page into the planner.

What Changed

Implemented in index.html:

• Tightened the hero support copy around instant entry and fast time-to-value
• Kept Try the Free Web Planner as the dominant primary CTA
• Kept Open Sample Plan as the lower-friction secondary CTA
• Removed the hero comparison cards that split attention between web app and Desktop Pro
• Demoted the Desktop Pro mention into lighter supporting copy instead of a competing top-of-page choice
• Updated hero bullets to focus on immediate outcomes rather than broader product breadth

Events To Watch

• planner_cta_click
• planner_entry
• projection_started
• projection_completed

Experiment marker:

• experiment_variant = test_1_hero_focus

KPI Stack

Primary KPI:

• planner_entry / homepage sessions

Secondary checks:

• planner_cta_click / homepage sessions
• planner_entry / planner_cta_click
• projection_started / planner_entry
• projection_completed / planner_entry
• compare planner_cta_click and planner_entry where experiment_variant = test_1_hero_focus

Interpretation

Good outcome:

• More homepage visitors reach planner_entry
• CTA clickthrough rises or stays healthy
• Downstream activation quality stays flat or improves

Weak outcome:

• planner_cta_click rises but planner_entry does not This suggests better CTA interest but continued friction in the handoff to the app.

Bad outcome:

• planner_entry / homepage sessions stays flat or falls
• Or downstream quality drops enough to offset the gain

Decision Rule

Ship:

• planner_entry / homepage sessions improves meaningfully
• and projection_started / planner_entry does not decline materially

Hold:

• Topline movement is directionally positive but too small to trust

Rework:

• CTA clicks improve without planner entry improving
• or planner entry improves but downstream quality weakens clearly

Suggested Readout Window

• First directional read: 3-7 days
• Better confidence: 1-2 weeks, depending on traffic

GA4 Setup Note

To segment this test directly in GA4, create an event-scoped custom dimension:

• Name: FFP Funnel | Experiment Variant
• Event parameter: experiment_variant

Notes

• This test is intentionally narrow.
• Do not combine it with mobile UX or results-page monetization changes while reading the outcome.