Variant A: $650 B: $675 C: $690 D: $699 Sessions 338 268 266 562 2023, The Wharton School, The University of Pennsylvania Conversion 16 20 4 28 Conversion Rate 4.73% 7.46% 1.5% 4.98% Adjust traffic allocation for next period. Save Based on the data collected, decide what to do next Lift over baseline -0.25 Archive Price for all remaining periods. 2.48 -3.48 Continue experiment as configured next period. T Lock in decision and finalize Price for all remaining periods. Cancel p-value 0.7 0.01* 0* 1 Statistical baseline