Experiments are where the work happens. Each experiment tracks your hypothesis, implementation, results, and learnings - building your growth knowledge base over time.
Starting an experiment
You can start an experiment from a playbook recommendation, or create one from scratch:
- •From a playbook: Click "Run this experiment" to pre-fill the method template
- •From scratch: Click "New experiment" on the experiments page
- •From an objective: Select a recommended playbook to start
Experiment workflow
Each experiment follows a simple workflow:
- •Draft: Define your hypothesis and plan the implementation
- •Running: Execute the experiment and collect data
- •Analyzing: Review results and determine outcome
- •Complete: Document learnings and next steps
Writing a good hypothesis
A good hypothesis is specific and testable. Use this format: "If we [action], then [expected outcome], because [reasoning]".
Example hypotheses:
- •"If we add a progress bar to onboarding, then completion rate will increase by 20%, because users can see how close they are to done."
- •"If we send a reminder email on day 3, then day-7 retention will improve by 15%, because users who stall often forget about us."
Logging results
When your experiment is complete, log your results honestly - including failures. Failed experiments are valuable learning opportunities.
Tip: Document what surprised you, not just what you expected. Unexpected results often lead to the biggest insights.