🧪 USER STORY - A/B Testing Framework

Story Type: Analytics & Optimization Infrastructure
Platform: FlutterFlow + Analytics Integration

📊 CURRENT A/B TESTING PIPELINE STATUS

Historical Results (Established Baseline):

Key Insights:

• Proven: Paywall placement after onboarding works (+10 points)

• Proven: Review prompts improve ASO

• Baseline: 50% paywall reduction + 1 week trial = 43.72

• Current: Version 3.81 shows 53.81 (+10 points improvement)

• Gap: Need to identify what changed between 3.72 → 3.81

🔍 TECHNICAL INFRASTRUCTURE ANALYSIS

Existing A/B Testing Capability (Firebase Remote Config):

'ONBOARDING': 'old',  // A/B test: old vs new onboarding'REVENUECAT_CURRENT_OFFERING': false,  // A/B test: custom vs RevenueCat paywall'ESSENTIALS_PRICE_PER_USER': '1',  // A/B test: pricing experiments'PRO_PRICE_PER_USER': '1.5',  // A/B test: pricing experiments

Code Components Ready for Testing:

• ✅ Onboarding Flow: PageView-based with smooth indicators

• ✅ Paywall Components: Both production and component versions

• ✅ Update Dialog: Version checking system

• ✅ Remote Config: A/B testing infrastructure exists

🎯 RECOMMENDED TESTS FOR NEXT UPDATE (3.82)

Priority 1: Onboarding Flow Optimization

Hypothesis: New onboarding design will improve conversion rates

Control: 'ONBOARDING': 'old' Variant: 'ONBOARDING': 'new'Metric: Onboarding completion rate → paywall conversionExpected Impact: +5-10% conversion improvement

Priority 2: RevenueCat vs Custom Paywall

Hypothesis: RevenueCat's optimized paywall will increase ARPPU

Control: 'REVENUECAT_CURRENT_OFFERING': false (custom paywall)Variant: 'REVENUECAT_CURRENT_OFFERING': true (RevenueCat paywall)Metric: Payment conversion rate, ARPPUExpected Impact: Industry-optimized paywall performance

Priority 3: Free Trial Duration Optimization

Hypothesis: Optimal trial length balances urgency vs habit formation

Control: Current trial length (1 week)Variant A: 3-day trial (urgency)Variant B: 14-day trial (habit building)Metric: Trial → paid conversion rateExpected Impact: +3-8% conversion improvement

📋 IMMEDIATE ACTION ITEMS

Research Phase (This Sprint):

1. Analyze Changes 3.72 → 3.81:

   • Review GitHub commits since 3.72

   • Identify what drove +10 point improvement

   • Document all changes for future reference

2. Figma Onboarding Review:

   • Check current Figma onboarding design

   • Compare with implemented version

   • Update if design changed since 3.72

3. Test Infrastructure Validation:

   • Verify Firebase Remote Config tracking

   • Ensure metrics collection is accurate

   • Test A/B switching mechanism

Implementation Phase (Next Sprint):

1. Child Issues Creation:

   • SMR-58.1: Onboarding Flow A/B Test

   • SMR-58.2: RevenueCat Paywall A/B Test

   • SMR-58.3: Trial Duration A/B Test

   • SMR-58.4: Version 3.72-3.81 Change Analysis

🎯 SUCCESS METRICS & TARGETS

Primary KPIs:

• ISCR (In-Store Conversion Rate): Target 58-63 (current: 53.81)

• ARPPU (Average Revenue Per Paying User): Monitor for pricing tests

• Trial → Paid Conversion: Measure trial duration impact

• ASO Performance: Review rating improvements

Test Methodology:

• Sample Size: Ensure statistical significance

• Duration: 2-4 weeks per test (sufficient data)

• Segmentation: Split by user type (employer/employee)

• Controls: Maintain baseline control groups

💡 STRATEGIC INSIGHTS

What We Know Works:

1. Paywall after onboarding (+10 points proven)

2. Review prompts (ASO improvement proven)

3. 50% reduction + 1 week trial (established baseline)

What to Test Next:

1. Onboarding experience optimization (highest potential impact)

2. Professional paywall solutions (RevenueCat industry best practices)

3. Trial duration fine-tuning (conversion optimization)

Long-term Vision:

• Target ISCR: 60+ (industry leading)

• Sustainable Growth: Data-driven optimization

• Competitive Advantage: Continuous experimentation culture

⏱️ ESTIMATED EFFORT

Research & Analysis: 4-6 hours
Child Issue Implementation: 15-20 hours total
Testing Infrastructure: 2-3 hours
Results Analysis: 3-4 hours per test

Total Project Effort: 25-35 hours over 6-8 weeks

🏆 EXPECTED BUSINESS IMPACT

Conservative Estimates:

• Onboarding Optimization: +3-5% conversion improvement

• Paywall Optimization: +2-4% ARPPU improvement

• Trial Duration: +2-3% trial conversion improvement

• Combined Impact: Target 58-60 ISCR (+5-7 points)

Revenue Impact:

• Per 1% ISCR improvement: Significant revenue increase

• Compounding Effect: Multiple optimizations stack

• Long-term Value: Establish optimization culture

Success Metric: Achieve 60+ ISCR through systematic A/B testing