How to call the winner
Checkout-click rate is the leading signal — revenue decides.
The deciding metric is £ per plan view, not click rate. Variant B can win with fewer
clicks if the £19.40 single price out-earns the pay-what-you-want mix (historical AOV ~£12.33,
~£2.06 per plan view). Pull purchases from GHL: variant-B buyers arrive at checkout with
v=b&promo=… in the URL; control buyers split across the
£9 / £19.40 / £29 order forms. Don't call it before ~200 plan views per variant.