UKTG · Funnel Experiment · Design Note

Single-Match vs Placement-Call

Two ways to end the placement form. Same form, same 50/50 split — the difference is what happens after they hit submit, and how they pay.

Status: Proposed · Date: 7 Jul 2026 · Repos: therapist-directory + session-accounting

The test in one line

Does showing someone one confident match and taking payment up-front convert better than "just start — we'll match you" with a flat price? Everyone pays first, then books their time with a single-use link.

01The flow

Same placement form identical questions for everyone 50 / 50 cookie split ARM A · VARIANT Single Match 1 "Meet Sarah" one therapist · why · a review · price 2 Checkout — real price therapist's own fee · Online only 3 Pay ↳ "Not feeling it? Show me someone else" falls back to the directory funnel ARM B · CONTROL Placement Call 1 "Start therapy" no therapist shown · we'll match you 2 Checkout — flat £75 one price · we absorb the margin 3 Pay One-time booking link emailed + shown on the thank-you page · works once, then it's spent Books 1st session with the matched therapist Books a placement call with the team

Same form → 50/50 split → two endings → everyone pays first → single-use link to book the time.

02The two arms

Arm A · Variant

Single Match

"Here's your person. Book them."

  • Form runs the matching algorithm and shows one therapist — who they are, why they fit, a review, the price.
  • "Book" goes straight to checkout at that therapist's real price (Online), not a calendar.
  • An easy out: "show me someone else" drops them into the existing directory funnel.
Arm B · Control

Placement Call

"Just start. We'll match you."

  • No therapist shown. A simple offer: start therapy, £75 for your first assessment session plus a placement call.
  • Flat £75 whatever the eventual therapist costs — we absorb the margin to see if the funnel works.
  • The team matches them on the placement call afterwards.

03The shared trick — booking after you pay

Pay first, book the time with a single-use link

Both arms flip the usual order: pay, then book the time. The moment payment lands, we send a unique link (by email and on the thank-you page). It opens the right calendar — the matched therapist for Arm A, the placement team for Arm B — pre-filled with their details. As soon as they book, the link is spent, so nobody can grab endless slots off one payment.

04What we build on vs what's new

Already exists — reuse

  • The A/B split + form-config machinery.
  • The matching algorithm and the directory fallback funnel.
  • Per-therapist pricing & products from the Pricing Manager — dynamic price falls out for free.
  • Pay-without-a-booking checkout — already supported.
  • Per-therapist and placement-team calendars.

New — to build

  • Two new form configs (one per arm) — base form untouched.
  • The single-match page as a live, personalised page (already prototyped).
  • The flat £75 product + offer page for Arm B.
  • The single-use booking link — mint on payment, spend on booking.

05Before it goes live

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Pricing coverageArm A can only "Book" a therapist who has an Online price set in the Pricing Manager. We check coverage across live therapists first — a gap means no product to buy.
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Honest offer copyArm B's £75 buys a first assessment session + placement call — the wording has to say exactly that.
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Success metricCheckout conversion, read straight from the existing A/B reporting.