<aside> 💡 The more experiments you run, the quicker you learn. This framework will help you run more effective experiments that drive insights

Do:

• Steps 1-3: Before the test
• Steps 4-6: After the test </aside>

Experiment Name:

Increase the conversion rate signup > checkout"

1. Objective/ Goal

<aside> 💡 What you are trying to achieve and learn?

Your objective should be focused on one area and be core to your business.

This needs to be:

• Clear
• Measurable
• High impact </aside>

"I want to increase the conversion rate between signup > checkout"

2. Hypothesis

<aside> 💡 Your belief why the test will be successful.

Use data/user feedback to make your hypothesis stronger.

</aside>

"I believe by having less friction between signup > checkout, conversion will increase by 3% because video recordings showed major confusion there"

3. Method

<aside> 💡 How will you run the test?

You want to validate as fast as possible. Don't waste time making the 'perfect' test. Your goal is to learn fast. Quick and dirty is fine. You want to run the Minimum Viable Test (MVT).

To do so, ask yourself questions like:

• Is this the quickest way to get my answer?
• Is this the most high-impact thing to learn?
• What audience are we targeting?
• Can we run this without code?
• What do I need to know to successfully run this test?

Go right to what you want to learn and work backwards.

Think of all the things less friction could mean:

E.g.

1. Remove all pages between signup > checkout
2. Remove 1 page between signup > checkout
3. Remove the 'verify email' field

Rank in order of:

• Highest impact
• Quickest to test.

Run the highest score first.

</aside>