Как считать ROI growth-эксперимента?

ROI (Return on Investment) growth of an experiment is calculated as the ratio of the additional profit gained from the experiment to the costs of conducting it. The formula:

[ ROI = \frac{\text{Additional profit from the experiment} - \text{Experiment costs}}{\text{Experiment costs}} \times 100% ]

To compute:

1. Identify key metrics affecting revenue (e.g., conversion, average check).
2. Measure changes in these metrics in the test group compared to the control.
3. Calculate the additional income caused by these changes.
4. Account for all costs of conducting the experiment (development, marketing, analytics).

Example: if the experiment brought an additional income of 10,000 rubles, and costs were 2,000 rubles, then

[ ROI = \frac{10,000 - 2,000}{2,000} \times 100% = 400% ]

This means that for each ruble invested, 4 rubles of profit are received.