# Measurement and experiments

Commercial planning

Offers, messages, prices, guarantees, and delivery targets are proposals to validate. They do not establish available features, customer results, or contractual commitments. Confirm implementation and supporting evidence before using a proposal externally.

The initial landing-page metric is qualified replay bookings per eligible session. The business metric is gross profit from activated customers.

## Funnel events

| Stage         | Canonical event         |
| ------------- | ----------------------- |
| Public page   | marketing.page\_viewed  |
| Storm lookup  | storm\_lookup.completed |
| Replay        | replay.preview\_viewed  |
| Request       | replay.requested        |
| Booking       | meeting.booked          |
| Qualification | lead.qualified          |
| Audit         | audit.delivered         |
| Proof sprint  | proof\_sprint.won       |
| Activation    | workspace.activated     |
| Continuity    | subscription.started    |
| Expansion     | subscription.expanded   |

Browser events measure interaction. Server events remain authoritative for bookings, qualification, payments, activation, and retention.

## First experiments

Test large commercial questions before visual details:

1. Compare deployment, process-failure, and customer-protection messages.
2. Compare **Request a Demo**, **Replay My Last Storm**, and **Find My Last Storm**.
3. Compare a static screenshot, interactive replay, and readiness score.

## Experiment rules

Define one primary metric, business guardrails, a written hypothesis, and stable variant identifiers. Preserve losing tests and downstream sales outcomes.

Early traffic may not support reliable split tests. Use customer interviews, sales-call evidence, first-selection tests, and outbound response quality before optimizing minor design choices.

Do not send raw sensitive contact data to general analytics tools. Join systems with controlled internal identifiers and consent-aware events.