“I got into AB testing to make sure people stayed the most amount of time on the site but also making sure that they clicked as many pages as possible because another thing about ads is the more pages that they look at the more ads that they see and the more money that I make.”

AB Test Page Depth and Session Time to Multiply Ad Revenue Per Visitor

Maddox used PostHog's AB testing (secured via their startup program) not to improve conversion funnels but to optimize two behavioral metrics simultaneously: session duration and page depth. For ad-monetized products, each additional page view is direct revenue — so retention engineering IS pricing engineering.