Write a stronger experiment hypothesis from funnel evidence instead of guesswork.
You have a vague idea: test the signup-page headline. The page gets traffic, but the idea has no causal story yet. Evidence → suspected leak → change → expected metric movement The common trap is jumping from a page element to a test without naming which audience is struggling, what mechanism is failing, and what exact behavior should move if your diagnosis is right. Start with observed behavior Name the real signal, such as low first CTA clicks from a specific traffic segment or high bounce after an acquisition promise. This grounds the test in something the funnel is actually…
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