https://lh6.googleusercontent.com/Re-rNvgL2CvckFQ3qgpN0zDODLGRCOUv6PJHAUuycfxjFsmsA2UKujOohpsYhGep-rnOV14Jzs5aw1xNT99vI1F-lN78bG7foeROivEkx_4_3OaZv3Ifp-26UEXzIxV8C8Zzp_sTtS4pR_GBUwgR4Tc

Summary & Learning Objective

What do we intend to do, and what are we trying to learn by running this experiment?

This section should concisely describe the experiment in plain language.

*A great format to use is:

We want to <do this thing in the product> for <this group of users>. We hope to improve <this metric>, and do no harm to <this metric>. When this experiment concludes, we hope to have learnt <learning objective>*

Hypothesis

What is our hypothesis? This should be grounded in some prior data (qualitative and/or quantitative) to maintain experiment quality and avoid reliance on opinion.

*A great format to use is:

Because <some insight/learnings/data/evidence we have> We believe that <doing this thing> Will result in <some specific change to this metric>*

<aside> 💡 Remember that great hypotheses are grounded in evidence, not plucked from thin air.

Be specific with the evidence t*o help people understand the why behind the hypothesis.

It’s good practice to link to any research collections, analytics charts or other evidence supporting the hypothesis.*

</aside>

<aside> 💡 *Think about evidence in 2 parts:

  1. The observation of the situation (e.g. 98.2 % of users visiting this screen do not click the signup CTA), and
  2. Why we think the test experience will change the observed situation (e.g. user research suggests that the signup CTA is not noticed, and a competing CTA that is more prominent is clicked by 16.4% of users)*

</aside>

Example:

Because 98.2% of visitors to the homepage do not click on the CTA to sign up, and a competing CTA to book a demo is clicked by 16.4% of users, and recent observational studies suggest the signup CTA is rarely noticed,

We believe that changing the location of the signup CTA to make it more prominently visible,

Will result in more visitors seeing and interacting with the CTA, increasing signup conversion rate from 1.8% to 10%.

Evidence

Use this section to elaborate on and/or link to evidence supporting the hypothesis.

This might include things such as: