From 171b193498f80d5bc9f4e11ad81ac66314fe2e5d Mon Sep 17 00:00:00 2001
From: ponzischeme89 <mattcohen0@gmail.com>
Date: Mon, 25 May 2026 08:14:18 +1200
Subject: [PATCH] Add hero CTA A/B test (hero_cta: control vs free_emphasis)

Sticky 50/50 variant assignment via gw_ab_hero cookie, server-rendered
so no flicker. Tracks exposures, CTA clicks, and booking conversions
to ab_events (table self-creates on first POST). Bot UAs are dropped;
exposures/clicks dedupe per session.

- ?ab=control / ?ab=free_emphasis forces and persists a variant
- /owner/experiments shows per-variant CVR and relative lift
- AB only runs on the marketing surface

Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com>
---
 docker/postgres/init/003-ab-events.sql       |  15 ++
 src/app.d.ts                                 |   4 +
 src/hooks.server.ts                          |   9 ++
 src/lib/ab.ts                                |  61 ++++++++
 src/lib/components/BookingWizard.svelte      |   3 +
 src/lib/components/HeroSection.svelte        |  23 ++-
 src/lib/server/ab-results.ts                 |  76 +++++++++
 src/lib/server/ab.ts                         |  61 ++++++++
 src/routes/+page.server.ts                   |  11 +-
 src/routes/+page.svelte                      |  21 ++-
 src/routes/api/ab/+server.ts                 |  90 +++++++++++
 src/routes/owner/experiments/+page.server.ts |   8 +
 src/routes/owner/experiments/+page.svelte    | 153 +++++++++++++++++++
 src/test/fixtures.ts                         |   7 +-
 14 files changed, 534 insertions(+), 8 deletions(-)
 create mode 100644 docker/postgres/init/003-ab-events.sql
 create mode 100644 src/lib/ab.ts
 create mode 100644 src/lib/server/ab-results.ts
 create mode 100644 src/lib/server/ab.ts
 create mode 100644 src/routes/api/ab/+server.ts
 create mode 100644 src/routes/owner/experiments/+page.server.ts
 create mode 100644 src/routes/owner/experiments/+page.svelte

diff --git a/docker/postgres/init/003-ab-events.sql b/docker/postgres/init/003-ab-events.sql
new file mode 100644
index 0000000..53b168d
--- /dev/null
+++ b/docker/postgres/init/003-ab-events.sql
@@ -0,0 +1,15 @@
+-- A/B test event log. One row per exposure / cta_click / conversion.
+-- Kept narrow on purpose: the goal is "did variant X get more conversions
+-- than control" — not full session reconstruction.
+create table if not exists ab_events (
+  id bigserial primary key,
+  experiment text not null,
+  variant text not null,
+  event_type text not null check (event_type in ('exposure', 'cta_click', 'conversion')),
+  anon_id text not null,
+  meta jsonb not null default '{}'::jsonb,
+  created_at timestamptz not null default now()
+);
+
+create index if not exists ab_events_experiment_variant_idx
+  on ab_events (experiment, variant, event_type, created_at desc);
diff --git a/src/app.d.ts b/src/app.d.ts
index 2e40ce0..d0e8988 100644
--- a/src/app.d.ts
+++ b/src/app.d.ts
@@ -1,5 +1,9 @@
 declare global {
   namespace App {
+    interface Locals {
+      abHero?: import('$lib/server/ab').HeroVariant;
+      anonId?: string;
+    }
     interface PageData {
       content: import('$lib/types').HomePageContent | import('$lib/types').SiteSharedContent;
     }
diff --git a/src/hooks.server.ts b/src/hooks.server.ts
index f05afe1..f056da8 100644
--- a/src/hooks.server.ts
+++ b/src/hooks.server.ts
@@ -1,5 +1,6 @@
 import type { Handle } from '@sveltejs/kit';
 import { resolveSurface } from '$lib/server/surface';
+import { resolveAnonId, resolveHeroVariant } from '$lib/server/ab';
 
 const ADMIN_PATH = '/owner/welcome';
 
@@ -7,6 +8,14 @@ export const handle: Handle = async ({ event, resolve }) => {
   const { surface } = resolveSurface(event.url, event.cookies);
   const path = event.url.pathname;
 
+  // Sticky A/B assignment, marketing surface only — no point polluting the
+  // owner/clients hosts with marketing-experiment cookies, and it skews
+  // exposure counts when staff hit the public site from the dashboard.
+  if (surface === 'marketing') {
+    event.locals.anonId = resolveAnonId(event.cookies);
+    event.locals.abHero = resolveHeroVariant(event.url, event.cookies);
+  }
+
   // The admin host (cp.*) serves the dashboard at its root.
   if (surface === 'cp' && (path === '/' || path === '')) {
     return new Response(null, {
diff --git a/src/lib/ab.ts b/src/lib/ab.ts
new file mode 100644
index 0000000..0d82351
--- /dev/null
+++ b/src/lib/ab.ts
@@ -0,0 +1,61 @@
+/**
+ * Client-side A/B event reporter. Server already assigned the variant; the
+ * client just reports exposures + conversions back. Uses sendBeacon when
+ * available so it survives page navigation (e.g. CTA click → external href).
+ */
+
+export interface AbContext {
+  experiment: string;
+  variant: string;
+}
+
+export interface AbEventPayload extends AbContext {
+  event_type: 'exposure' | 'cta_click' | 'conversion';
+  meta?: Record<string, unknown>;
+}
+
+const ENDPOINT = '/api/ab';
+const SESSION_FIRED_KEY = 'gw_ab_fired';
+
+// Dedupe `exposure` and `cta_click` per session — we only need one row per
+// visitor per surface to compute CVR. Conversions are not deduped: every
+// genuine booking submit should be recorded.
+function shouldDedupe(payload: AbEventPayload): boolean {
+  if (payload.event_type === 'conversion') return false;
+  if (typeof sessionStorage === 'undefined') return false;
+  const key = `${payload.experiment}:${payload.variant}:${payload.event_type}:${payload.meta?.surface ?? ''}`;
+  try {
+    const raw = sessionStorage.getItem(SESSION_FIRED_KEY);
+    const fired = raw ? (JSON.parse(raw) as string[]) : [];
+    if (fired.includes(key)) return true;
+    fired.push(key);
+    sessionStorage.setItem(SESSION_FIRED_KEY, JSON.stringify(fired));
+    return false;
+  } catch {
+    return false;
+  }
+}
+
+export function trackAb(payload: AbEventPayload): void {
+  if (typeof window === 'undefined') return;
+  if (!payload.experiment || !payload.variant) return;
+  if (shouldDedupe(payload)) return;
+
+  const body = JSON.stringify(payload);
+
+  try {
+    if (typeof navigator !== 'undefined' && typeof navigator.sendBeacon === 'function') {
+      const blob = new Blob([body], { type: 'application/json' });
+      if (navigator.sendBeacon(ENDPOINT, blob)) return;
+    }
+  } catch {
+    // fall through to fetch
+  }
+
+  void fetch(ENDPOINT, {
+    method: 'POST',
+    headers: { 'Content-Type': 'application/json' },
+    body,
+    keepalive: true,
+  }).catch(() => {});
+}
diff --git a/src/lib/components/BookingWizard.svelte b/src/lib/components/BookingWizard.svelte
index 305f366..40a0751 100644
--- a/src/lib/components/BookingWizard.svelte
+++ b/src/lib/components/BookingWizard.svelte
@@ -4,12 +4,14 @@
   import Icon from '$lib/components/Icon.svelte';
   import { reveal } from '$lib/actions/reveal';
   import type { BookingContent } from '$lib/types';
+  import { trackAb, type AbContext } from '$lib/ab';
 
   type SuccessModalComponentType = typeof import('$lib/components/SuccessModal.svelte').default;
   type ErrorModalComponentType = typeof import('$lib/components/ErrorModal.svelte').default;
 
   export let booking: BookingContent;
   export let pagePath = '';
+  export let ab: AbContext | undefined = undefined;
   $: isCompactContactPage = pagePath === '/contact-us';
 
   const defaultServices = ['Tiny Gang Pack Walks', 'Solo Walks', 'Puppy Visits', 'Other Services'];
@@ -285,6 +287,7 @@
       }
 
       submitted = true;
+      if (ab) trackAb({ ...ab, event_type: 'conversion', meta: { surface: 'booking_submit' } });
     } catch (err: unknown) {
       submitErrorDetail = err instanceof Error ? err.message : String(err);
       showErrorModal = true;
diff --git a/src/lib/components/HeroSection.svelte b/src/lib/components/HeroSection.svelte
index d16d375..ffbc9e4 100644
--- a/src/lib/components/HeroSection.svelte
+++ b/src/lib/components/HeroSection.svelte
@@ -1,9 +1,23 @@
 <script lang="ts">
+  import { onMount } from 'svelte';
   import Icon from '$lib/components/Icon.svelte';
   import type { CallToAction, HeroContent } from '$lib/types';
+  import { trackAb, type AbContext } from '$lib/ab';
 
   export let hero: HeroContent;
   export let reviewCta: CallToAction | undefined = undefined;
+  export let primaryCtaOverride: CallToAction | undefined = undefined;
+  export let ab: AbContext | undefined = undefined;
+
+  $: primaryCta = primaryCtaOverride ?? hero.primaryCta;
+
+  onMount(() => {
+    if (ab) trackAb({ ...ab, event_type: 'exposure', meta: { surface: 'hero' } });
+  });
+
+  function handlePrimaryCtaClick() {
+    if (ab) trackAb({ ...ab, event_type: 'cta_click', meta: { surface: 'hero_primary' } });
+  }
 
   $: titleParts = splitTitle(hero.title);
   $: mobileTitle = hero.mobileTitle?.trim() || `${hero.title} ${hero.highlight}`.trim();
@@ -133,12 +147,13 @@
 
       <div class="hero-buttons">
         <a
-          href={hero.primaryCta.href}
-          target={linkTarget(hero.primaryCta.external)}
-          rel={linkRel(hero.primaryCta.external)}
+          href={primaryCta.href}
+          target={linkTarget(primaryCta.external)}
+          rel={linkRel(primaryCta.external)}
           class="btn btn-yellow btn-with-arrow btn-hide-arrow-mobile"
+          on:click={handlePrimaryCtaClick}
         >
-          {hero.primaryCta.label}
+          {primaryCta.label}
           <Icon name="fas fa-arrow-right" />
         </a>
         <a
diff --git a/src/lib/server/ab-results.ts b/src/lib/server/ab-results.ts
new file mode 100644
index 0000000..13cc6f9
--- /dev/null
+++ b/src/lib/server/ab-results.ts
@@ -0,0 +1,76 @@
+import { getPool } from '$lib/server/db';
+
+export interface VariantResult {
+  variant: string;
+  exposures: number;
+  cta_clicks: number;
+  conversions: number;
+  cvr_pct: number | null;
+  click_thru_pct: number | null;
+}
+
+export interface ExperimentResults {
+  experiment: string;
+  rows: VariantResult[];
+  computedAt: string;
+  available: boolean;
+  note?: string;
+}
+
+const QUERY = `
+  select
+    variant,
+    count(distinct anon_id) filter (where event_type = 'exposure')   as exposures,
+    count(distinct anon_id) filter (where event_type = 'cta_click')  as cta_clicks,
+    count(distinct anon_id) filter (where event_type = 'conversion') as conversions
+  from ab_events
+  where experiment = $1
+  group by variant
+  order by variant;
+`;
+
+export async function getExperimentResults(experiment: string): Promise<ExperimentResults> {
+  const computedAt = new Date().toISOString();
+  const pool = getPool();
+  if (!pool) {
+    return { experiment, rows: [], computedAt, available: false, note: 'DATABASE_URL not configured.' };
+  }
+
+  try {
+    const result = await pool.query<{
+      variant: string;
+      exposures: string;
+      cta_clicks: string;
+      conversions: string;
+    }>(QUERY, [experiment]);
+
+    const rows: VariantResult[] = result.rows.map((r) => {
+      const exposures = Number(r.exposures);
+      const cta_clicks = Number(r.cta_clicks);
+      const conversions = Number(r.conversions);
+      return {
+        variant: r.variant,
+        exposures,
+        cta_clicks,
+        conversions,
+        cvr_pct: exposures > 0 ? Math.round((conversions / exposures) * 10000) / 100 : null,
+        click_thru_pct: exposures > 0 ? Math.round((cta_clicks / exposures) * 10000) / 100 : null,
+      };
+    });
+
+    return { experiment, rows, computedAt, available: true };
+  } catch (err) {
+    const message = err instanceof Error ? err.message : String(err);
+    if (/relation .*ab_events.* does not exist/i.test(message)) {
+      return {
+        experiment,
+        rows: [],
+        computedAt,
+        available: true,
+        note: 'No data yet — table will be created on the first event.',
+      };
+    }
+    console.error('experiment results query failed', err);
+    return { experiment, rows: [], computedAt, available: false, note: 'Query failed; check logs.' };
+  }
+}
diff --git a/src/lib/server/ab.ts b/src/lib/server/ab.ts
new file mode 100644
index 0000000..58f243d
--- /dev/null
+++ b/src/lib/server/ab.ts
@@ -0,0 +1,61 @@
+/**
+ * A/B test assignment. Sticky per-visitor via cookies, deterministic once
+ * assigned, and resolved on the server so the first paint already shows the
+ * correct variant (no flicker).
+ *
+ * Current experiment: `hero_cta` — does emphasising that the meet & greet is
+ * FREE lift booking-form conversions?
+ *   control     → existing "Book a Meet & Greet" copy
+ *   free_emphasis → "Book a FREE Meet & Greet"
+ */
+
+import type { Cookies } from '@sveltejs/kit';
+import { randomBytes } from 'crypto';
+
+export const HERO_EXPERIMENT = 'hero_cta';
+export type HeroVariant = 'control' | 'free_emphasis';
+
+const HERO_COOKIE = 'gw_ab_hero';
+const ANON_COOKIE = 'gw_anon';
+const COOKIE_MAX_AGE = 60 * 60 * 24 * 180; // 180 days
+
+const HERO_VARIANTS: HeroVariant[] = ['control', 'free_emphasis'];
+
+function isHeroVariant(value: string | null | undefined): value is HeroVariant {
+  return value === 'control' || value === 'free_emphasis';
+}
+
+function setStickyCookie(cookies: Cookies, name: string, value: string) {
+  cookies.set(name, value, {
+    path: '/',
+    maxAge: COOKIE_MAX_AGE,
+    httpOnly: false, // client reads anon_id for event POSTs
+    sameSite: 'lax',
+  });
+}
+
+export function resolveAnonId(cookies: Cookies): string {
+  const existing = cookies.get(ANON_COOKIE);
+  if (existing && existing.length >= 8) return existing;
+  const fresh = randomBytes(12).toString('base64url');
+  setStickyCookie(cookies, ANON_COOKIE, fresh);
+  return fresh;
+}
+
+export function resolveHeroVariant(url: URL, cookies: Cookies): HeroVariant {
+  // ?ab=control or ?ab=free_emphasis forces and persists a variant — useful
+  // for stakeholder previews, screenshots, and QA. Anyone can use it: the
+  // only consequence of misuse is one self-skewed cookie.
+  const forced = url.searchParams.get('ab');
+  if (isHeroVariant(forced)) {
+    setStickyCookie(cookies, HERO_COOKIE, forced);
+    return forced;
+  }
+
+  const existing = cookies.get(HERO_COOKIE);
+  if (isHeroVariant(existing)) return existing;
+
+  const assigned = HERO_VARIANTS[Math.floor(Math.random() * HERO_VARIANTS.length)];
+  setStickyCookie(cookies, HERO_COOKIE, assigned);
+  return assigned;
+}
diff --git a/src/routes/+page.server.ts b/src/routes/+page.server.ts
index f5e3d25..1d5335f 100644
--- a/src/routes/+page.server.ts
+++ b/src/routes/+page.server.ts
@@ -1,7 +1,8 @@
 import { getHomepageContent } from '$lib/server/content';
 import { resolveSurface } from '$lib/server/surface';
+import { HERO_EXPERIMENT } from '$lib/server/ab';
 
-export async function load({ url, cookies }) {
+export async function load({ url, cookies, locals }) {
   const { surface, isPreview } = resolveSurface(url, cookies);
   const siteVariant = surface === 'clients' ? 'onboarding' : 'marketing';
 
@@ -15,5 +16,13 @@ export async function load({ url, cookies }) {
   return {
     siteVariant,
     content: await getHomepageContent(),
+    ab:
+      locals.abHero && locals.anonId
+        ? {
+            experiment: HERO_EXPERIMENT,
+            variant: locals.abHero,
+            anonId: locals.anonId,
+          }
+        : undefined,
   };
 }
diff --git a/src/routes/+page.svelte b/src/routes/+page.svelte
index e44fa0d..7ac0c8c 100644
--- a/src/routes/+page.svelte
+++ b/src/routes/+page.svelte
@@ -14,11 +14,23 @@
   import OnboardingPage from '$lib/components/OnboardingPage.svelte';
   import { buildAreaServed } from '$lib/seo';
   import type { PageData } from './$types';
+  import type { CallToAction } from '$lib/types';
 
   export let data: PageData;
 
   const siteUrl = 'https://www.goodwalk.co.nz';
 
+  // hero_cta experiment: free_emphasis swaps "Book a Meet & Greet"
+  // for "Book a FREE Meet & Greet". Same href, same destination.
+  $: heroAb = data.ab;
+  $: heroOverride =
+    data.siteVariant === 'marketing' && data.content && heroAb?.variant === 'free_emphasis'
+      ? ({
+          ...data.content.hero.primaryCta,
+          label: 'Book a FREE Meet & Greet',
+        } satisfies CallToAction)
+      : undefined;
+
   function absoluteUrl(value: string) {
     if (value.startsWith('http://') || value.startsWith('https://')) {
       return value;
@@ -168,14 +180,19 @@
   />
 
   <Header navigation={content.navigation} />
-  <HeroSection hero={content.hero} reviewCta={content.intro.reviewCta} />
+  <HeroSection
+    hero={content.hero}
+    reviewCta={content.intro.reviewCta}
+    primaryCtaOverride={heroOverride}
+    ab={heroAb}
+  />
   <ValuesSection values={content.values} />
   <ServicesSection services={content.services} />
   <HowItWorksSection content={content.howItWorks} />
   <TestimonialsSection testimonials={content.testimonials} seedKey="/" />
   <FounderStorySection founderStory={content.founderStory} />
   <InfoSection info={content.info} />
-  <BookingWizard booking={content.booking} pagePath="/" />
+  <BookingWizard booking={content.booking} pagePath="/" ab={heroAb} />
   <InstagramSection instagram={content.instagram} />
   <Footer footer={content.footer} />
 {/if}
diff --git a/src/routes/api/ab/+server.ts b/src/routes/api/ab/+server.ts
new file mode 100644
index 0000000..587241a
--- /dev/null
+++ b/src/routes/api/ab/+server.ts
@@ -0,0 +1,90 @@
+import { json, error } from '@sveltejs/kit';
+import { getPool } from '$lib/server/db';
+
+const ALLOWED_EVENT_TYPES = new Set(['exposure', 'cta_click', 'conversion']);
+const MAX_FIELD = 64;
+const MAX_META_BYTES = 2048;
+const BOT_UA_RE = /bot|spider|crawl|slurp|facebookexternalhit|whatsapp|telegram|preview|monitor|pingdom|uptime|lighthouse|headlesschrome|axios|curl|wget|python-requests/i;
+
+// Ensures the events table exists. Idempotent and cheap. We run this once
+// per Node process to handle prod where the init script's only chance was
+// volume creation. CREATE TABLE IF NOT EXISTS is the contract.
+let schemaReady: Promise<void> | null = null;
+function ensureSchema(pool: ReturnType<typeof getPool>): Promise<void> {
+  if (!pool) return Promise.resolve();
+  if (!schemaReady) {
+    schemaReady = pool
+      .query(
+        `create table if not exists ab_events (
+           id bigserial primary key,
+           experiment text not null,
+           variant text not null,
+           event_type text not null check (event_type in ('exposure', 'cta_click', 'conversion')),
+           anon_id text not null,
+           meta jsonb not null default '{}'::jsonb,
+           created_at timestamptz not null default now()
+         );
+         create index if not exists ab_events_experiment_variant_idx
+           on ab_events (experiment, variant, event_type, created_at desc);`
+      )
+      .then(() => undefined)
+      .catch((err) => {
+        schemaReady = null; // retry on next request
+        throw err;
+      });
+  }
+  return schemaReady;
+}
+
+function clamp(value: unknown): string | null {
+  if (typeof value !== 'string') return null;
+  const trimmed = value.trim();
+  if (!trimmed) return null;
+  return trimmed.slice(0, MAX_FIELD);
+}
+
+export async function POST({ request, locals }) {
+  const ua = request.headers.get('user-agent') ?? '';
+  // No UA at all, or a known bot UA → drop silently. Don't pollute metrics
+  // with scraper exposures or load-balancer health probes.
+  if (!ua || BOT_UA_RE.test(ua)) return json({ ok: true, recorded: false, reason: 'ua' });
+
+  if (!locals.anonId) return json({ ok: true, recorded: false, reason: 'no_anon' });
+
+  let body: Record<string, unknown>;
+  try {
+    body = (await request.json()) as Record<string, unknown>;
+  } catch {
+    throw error(400, 'invalid json');
+  }
+
+  const experiment = clamp(body.experiment);
+  const variant = clamp(body.variant);
+  const eventType = clamp(body.event_type);
+  if (!experiment || !variant || !eventType) throw error(400, 'missing fields');
+  if (!ALLOWED_EVENT_TYPES.has(eventType)) throw error(400, 'bad event_type');
+
+  const meta = body.meta && typeof body.meta === 'object' ? body.meta : {};
+  const metaJson = JSON.stringify(meta);
+  if (metaJson.length > MAX_META_BYTES) throw error(400, 'meta too large');
+
+  const pool = getPool();
+  // No DB configured (local dev without Postgres) → silently accept so the
+  // marketing site keeps working. Variant assignment still happens; we just
+  // can't measure it. Production has DATABASE_URL set.
+  if (!pool) return json({ ok: true, recorded: false, reason: 'no_db' });
+
+  try {
+    await ensureSchema(pool);
+    await pool.query(
+      `insert into ab_events (experiment, variant, event_type, anon_id, meta)
+       values ($1, $2, $3, $4, $5::jsonb)`,
+      [experiment, variant, eventType, locals.anonId, metaJson]
+    );
+  } catch (err) {
+    console.error('ab_events insert failed', err);
+    throw error(500, 'insert failed');
+  }
+
+  return json({ ok: true, recorded: true });
+}
diff --git a/src/routes/owner/experiments/+page.server.ts b/src/routes/owner/experiments/+page.server.ts
new file mode 100644
index 0000000..c7da58e
--- /dev/null
+++ b/src/routes/owner/experiments/+page.server.ts
@@ -0,0 +1,8 @@
+import { HERO_EXPERIMENT } from '$lib/server/ab';
+import { getExperimentResults } from '$lib/server/ab-results';
+
+export const load = async () => {
+  return {
+    results: await getExperimentResults(HERO_EXPERIMENT),
+  };
+};
diff --git a/src/routes/owner/experiments/+page.svelte b/src/routes/owner/experiments/+page.svelte
new file mode 100644
index 0000000..56d41b3
--- /dev/null
+++ b/src/routes/owner/experiments/+page.svelte
@@ -0,0 +1,153 @@
+<script lang="ts">
+  import type { PageData } from './$types';
+
+  export let data: PageData;
+
+  $: results = data.results;
+  $: control = results.rows.find((r) => r.variant === 'control');
+  $: variant = results.rows.find((r) => r.variant !== 'control');
+  $: lift =
+    control && variant && control.cvr_pct != null && variant.cvr_pct != null && control.cvr_pct > 0
+      ? Math.round(((variant.cvr_pct - control.cvr_pct) / control.cvr_pct) * 10000) / 100
+      : null;
+</script>
+
+<svelte:head>
+  <title>Experiments · Goodwalk</title>
+</svelte:head>
+
+<main class="exp">
+  <header class="exp-header">
+    <h1>Experiments</h1>
+    <p class="exp-meta">
+      Experiment <code>{results.experiment}</code> · computed
+      {new Date(results.computedAt).toLocaleString('en-NZ')}
+    </p>
+  </header>
+
+  {#if !results.available}
+    <p class="exp-note exp-note-error">{results.note ?? 'Unavailable.'}</p>
+  {:else if results.rows.length === 0}
+    <p class="exp-note">{results.note ?? 'No events recorded yet.'}</p>
+  {:else}
+    <table class="exp-table">
+      <thead>
+        <tr>
+          <th>Variant</th>
+          <th>Exposures</th>
+          <th>CTA clicks</th>
+          <th>Conversions</th>
+          <th>Click-thru</th>
+          <th>CVR</th>
+        </tr>
+      </thead>
+      <tbody>
+        {#each results.rows as row}
+          <tr>
+            <td><code>{row.variant}</code></td>
+            <td>{row.exposures}</td>
+            <td>{row.cta_clicks}</td>
+            <td>{row.conversions}</td>
+            <td>{row.click_thru_pct != null ? `${row.click_thru_pct}%` : '—'}</td>
+            <td>{row.cvr_pct != null ? `${row.cvr_pct}%` : '—'}</td>
+          </tr>
+        {/each}
+      </tbody>
+    </table>
+
+    {#if lift != null && control && variant}
+      <p class="exp-lift" class:exp-lift-positive={lift > 0} class:exp-lift-negative={lift < 0}>
+        <strong>{variant.variant}</strong> vs <strong>control</strong>: {lift > 0 ? '+' : ''}{lift}%
+        relative CVR.
+      </p>
+      <p class="exp-note">
+        Counts are unique visitors per event type. Statistical significance is not computed here —
+        wait for ≥200 conversions per variant before drawing conclusions.
+      </p>
+    {/if}
+  {/if}
+
+  <section class="exp-preview">
+    <h2>Preview a variant</h2>
+    <ul>
+      <li><a href="/?ab=control" target="_blank" rel="noopener">View control</a></li>
+      <li><a href="/?ab=free_emphasis" target="_blank" rel="noopener">View free_emphasis</a></li>
+    </ul>
+  </section>
+</main>
+
+<style>
+  .exp {
+    max-width: 880px;
+    margin: 0 auto;
+    padding: 2.5rem 1.5rem 4rem;
+    font-family: var(--font-family-body, system-ui, sans-serif);
+    color: var(--color-text, #213021);
+  }
+  .exp-header h1 {
+    margin: 0 0 0.25rem;
+    font-size: 2rem;
+  }
+  .exp-meta {
+    margin: 0 0 2rem;
+    color: #6b6b6b;
+    font-size: 0.9rem;
+  }
+  .exp-table {
+    width: 100%;
+    border-collapse: collapse;
+    margin-bottom: 1.5rem;
+    font-size: 0.95rem;
+  }
+  .exp-table th,
+  .exp-table td {
+    text-align: left;
+    padding: 0.75rem 0.75rem;
+    border-bottom: 1px solid #e5e5e5;
+  }
+  .exp-table th {
+    font-weight: 600;
+    background: #f6f6f3;
+  }
+  .exp-table code {
+    background: #eef2ee;
+    padding: 0.1rem 0.4rem;
+    border-radius: 4px;
+    font-size: 0.85rem;
+  }
+  .exp-lift {
+    font-size: 1.1rem;
+    padding: 0.75rem 1rem;
+    border-radius: 6px;
+    background: #f6f6f3;
+  }
+  .exp-lift-positive {
+    background: #e6f4e6;
+  }
+  .exp-lift-negative {
+    background: #fde8e8;
+  }
+  .exp-note {
+    color: #6b6b6b;
+    font-size: 0.9rem;
+  }
+  .exp-note-error {
+    color: #b00020;
+  }
+  .exp-preview {
+    margin-top: 2.5rem;
+    padding-top: 1.5rem;
+    border-top: 1px solid #e5e5e5;
+  }
+  .exp-preview h2 {
+    font-size: 1.1rem;
+    margin: 0 0 0.5rem;
+  }
+  .exp-preview ul {
+    margin: 0;
+    padding-left: 1.2rem;
+  }
+  .exp-preview a {
+    color: #213021;
+  }
+</style>
diff --git a/src/test/fixtures.ts b/src/test/fixtures.ts
index 6b2f887..1a3d159 100644
--- a/src/test/fixtures.ts
+++ b/src/test/fixtures.ts
@@ -14,7 +14,12 @@ export function createHomepageRouteData() {
   return {
     siteVariant: 'marketing',
     content: homepageContent,
-    howItWorksEnabled: false
+    howItWorksEnabled: false,
+    ab: {
+      experiment: 'hero_cta',
+      variant: 'control' as const,
+      anonId: 'test-anon'
+    }
   };
 }