Learning Objective

What are we aiming to accomplish, and what insights do we hope to gain from this experiment? Provide a brief, clear description using simple language.

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We aim to [implement this specific change in the product] for [this target user group]. Our goal is to improve [topline metric], while ensuring no negative impact on [counter metric]. By the conclusion of this experiment, we hope to have learned [specific learning objective].

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Hypothesis

What is our hypothesis? This should be grounded in prior data (qualitative and/or quantitative). Strong hypotheses are based on evidence, not conjured out of thin air.

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Because [some insight/learnings/data/evidence we have], we believe that [doing this thing] will result in [some change to this metric].

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Observations

• Example: A significant number of users were not completing the purchase funnel on our platform. Research revealed that users were hesitant to click on the call-to-action (CTA) button. Users expressed fear that clicking the button would immediately initiate a purchase, when in reality it was just moving to the next step.

Belief

• Example: We believe that changing the text on the CTA button to make it less intimidating will result in more users progressing through the purchase funnel and increase our conversion rate by approximately 1%.

Evidence

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

This might include evidence such as:

• Analytics charts or notebooks
• Screen recordings
• User interview recordings
• Competitive analysis