<i>signup flows to see which one onboards users better.</i><p>The trick is: there is no global &quot;better&quot; — only &#x27;better&#x27;, given a specific group of users.<p>Which users though?  Running a million 40 year olds from Iowa through your website flow will generate a widely different result from running a million 13 year olds in Atlanta through the same process.<p>Google is still stuck in the &quot;one design for everybody in the world&quot; mindset, so they have to be appealing to everybody, which naturally makes them bland.<p><i>success metrics you&#x27;re using</i><p>Success metrics!  The paradox of these hyper-optimization methods is they largely apply in hyper-trivial situations.  Once you are big enough, you just tell people how things will be.  They don&#x27;t get to have a say anymore.