Test Your Own Funnel

Design a real experiment you could run on your own sales or customer journey — one that would tell you something you do not already know.

Write your hypothesis

Complete this sentence: 'If I change ___ in our funnel, then ___ will happen.' Be as specific as you can — name the stage, the change, and the expected result.

One variable only

Identify the single thing you will change. In the left zone, write what changes. In the right zone, write what stays exactly the same — your control.

What changes

What stays the same

Measure and predict

How will you know if the experiment worked? Name your metric (e.g. conversion rate, response time, repeat purchase rate). Then mark on the spectrum below where you honestly expect the result to land.

No change at all

Transformational improvement

What would prove you wrong?

Name one specific result — a number, a behaviour, a pattern — that would mean your hypothesis was completely wrong. Be precise. Vague answers do not count.

Fear check

Look back at steps 1 and 4. Are you more afraid of the experiment failing — or succeeding and having to change everything? Write one word that names your real feeling, then write one sentence explaining why that word is honest.

Why that word?

Discuss Tell your partner your hypothesis from step 1 — would they bet on it working?

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