Test on what policies are worth, and stop before it costs you.
Experiments is where your marketing tests are designed, run and enforced. Every test is judged on policy economics, carries its own limits and lands in the ledger with its result, win or lose.
Judged on what the policies are worth.
A test that wins on cost per lead can still lose money. Experiments in Fountlabs are judged on the measures that matter in insurance, cost per bound policy, quote to bind, retention, projected loss ratio and expected contribution, using the profitability layer to read a result long before the claims come in.
Every test carries limits you set up front. Cross one and the test stops, the budget goes back, and the reason goes in the ledger.
| Safe Driver Search, new ad copyJudged on 3-year value per policy | Running, day 9 |
| Florida home, call back inside 5 minutesJudged on quote to bind | Won, rolled out |
| Texas comparison sites, bids up 15%Judged on projected loss ratio | Stopped by its limits |
| Meta Texas, broad audienceJudged on cost per bound policy | Blocked, overlaps a live test |
| Home, affiliate price testJudged on 12-month retention | Waiting for sign-off |
Tests that stay honest to the end.
Most marketing tests fall apart in the middle. Someone moves the budget halfway through, a second test lands on the same audience, or a result gets called on four days of data. Fountlabs holds every test to its design until it's done.
- Limits on spend, cost per policy or projected loss ratio
- Tests that would collide with a live one wait until it ends
- Results are called when there are enough policies to call them
- Winners roll out with a sign-off, and the whole thing goes in the ledger
The agents spot the opening. And set up the test.
When the Monday analysis spots an opening, say Texas comparison sites writing better business than their bids suggest, an agent proposes the test: how to split it, how long it needs to run, what to judge it on and where the limits should sit. A person approves it before anything changes in market.
Bids and budgets
Raise bids on a comparison site in one state and see whether the extra policies hold their margin.
Lead partners and prices
Try a new lead partner, or a new price with an existing one, with a cap on what you're willing to lose finding out.
Speed to lead
Call back inside five minutes in one region and measure what it does to binds and retention.
Audiences and creative
Put a new lookalike seed or a new message up against what you run today, judged on 3-year value per policy.
Part of one system.
Experiments read their results from the profitability layer, so a test can be judged on what its policies are worth months before the claims arrive. Every test, and what it taught you, goes in the ledger.
Structured experimentation suite
Where your marketing tests are designed, run and enforced. Every test is judged on what the policies it writes are worth, with limits that stop it before it gets expensive.