Record predictions about how product changes will affect user behavior so that you can check your work later.
Clearly understand if changes are helping where and how.
Collect and have a specific track on the hypotesis adding
Free trial period
Changing the free trial period for the small business accounting software from 7 days to 30 days
July 1, 2016
September 30, 2016
2 hours engineering time
Type of user affected
New small business accounting visitors
Revenue from paid product
Increase by 20%
30-day revenue should not decrease more than 10% in the first month.
50/50 AB Test on new visitors
Extensive qualitative feedback that users are having difficulty assessing the software within 7 days because they need more time to get enough useful information into the system