====== Why post-purchase behavior matters more than conversion rate ======

===== The conversion rate trap =====

Most optimization efforts stop at conversion rate.

Did the user buy or not.

If yes, the funnel is considered successful.
If no, the funnel is considered broken.

This binary thinking is one of the biggest mistakes in modern revenue systems.

CBSplit was built to move beyond this trap.

===== A conversion is only the start of the story =====

A conversion only answers one question.

Did money change hands.

It does not answer:  
  * Whether the payment was clean or fragile
  * Whether the user accepted upsells
  * Whether the order downgraded
  * Whether the payment retried
  * Whether the subscription survived

Two funnels can have the same conversion rate and radically different revenue quality.

CBSplit focuses on the difference.

===== Post-purchase behavior reveals revenue quality =====

What happens after purchase determines:  
  * Lifetime value
  * Refund risk
  * Chargeback probability
  * Subscription durability
  * Support load

Conversion rate ignores all of this.

CBSplit treats post-purchase behavior as a first-class signal.

===== Declines and retries matter more than the initial yes =====

Many purchases are not clean approvals.

They involve:  
  * Soft declines
  * Hard declines
  * Retry attempts
  * Fallback payment methods
  * Delayed confirmations

A funnel that converts after three retries is fundamentally different from one that converts instantly.

CBSplit tracks this difference.

===== Upsells expose real intent =====

Upsell behavior is a stronger indicator of intent than the initial purchase.

Post-purchase signals include: 
  * Upsell acceptance
  * Upsell rejection
  * Downsell selection
  * Subscription opt-ins

These signals reveal whether the user is committed or merely experimenting.

CBSplit optimizes for commitment, not impulse.

===== Subscriptions redefine what success means =====

For subscription-based offers, conversion rate is misleading.

What matters is:  
  * First rebill success
  * Second rebill survival
  * Churn timing
  * Plan stability

A funnel that converts well but churns immediately is not healthy.

CBSplit measures success across the subscription lifecycle.

===== Post-purchase behavior drives smarter routing =====

CBSplit does not treat all conversions equally.

It learns from post-purchase behavior to:  
  * Adjust offer routing
  * Modify retry logic
  * Change upsell sequencing
  * Protect against low-quality traffic

This feedback loop cannot exist if you only measure conversion rate.

===== Why traditional tools ignore post-purchase signals =====

Most analytics tools stop at conversion because:  
  * Post-purchase data is server-side
  * Payment systems are external
  * Attribution becomes complex
  * Revenue truth arrives late

CBSplit was designed to handle delayed, messy, and fragmented outcomes.