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Marketing & Growth
Growth Experiment Proposal
A structured intake for A/B test ideas — hypothesis, expected lift, and effort, ready to drop into an ICE-prioritized backlog.
Use this template11 fields · Free · Customize before publishing
What this form looks like
Preview · not interactiveGrowth Experiment Proposal
A structured intake for A/B test ideas — hypothesis, expected lift, and effort, ready to drop into an ICE-prioritized backlog.
Experiment name*
Short and memorable — e.g. "Pricing page social proof"
Hypothesis*
The "because" is the important part — it’s what we learn even if the test loses.
Primary metric*
Select…▾
One metric decides the winner — everything else is a guardrail.
Which metric?
Name it exactly as it appears in your analytics
Expected lift on the primary metric
Relative improvement — a move from 10% to 12% conversion is a 20% lift.
Planned test runtime
Pick a date📅
Most tests need at least two full weeks (336 hours) to cover weekly cycles.
Confidence — how sure are you this wins?
Effort — how much work to ship it?
Audience / segment
What does this experiment need?
Design work
Copywriting
Engineering time
New landing page
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