Identify the question
An experiment is easier to interpret when it begins with an explicit question. For example, do new customers understand the first useful action, or do they understand it but find it too difficult? The same drop-off measure could reflect either problem.
Prioritise important uncertainty
List the assumptions behind your growth plan and consider which could most change the decision. Choose tests that address those uncertainties. Keep the proposed change focused enough that the result is interpretable, and consider whether other changes happening at the same time could confuse the signal.
Record what changes next
Keep a brief record of the hypothesis, approach, result and next decision. A test that challenges an idea can still be valuable if it prevents wasted effort. Review patterns across experiments to refine the team’s understanding of customers instead of celebrating only isolated wins.
Choose one decision your team is making now. Use the questions in this article to clarify the problem, evidence and next step.