– MAKE A COPY BEFORE EDITING –

[Experiment name] - [start date - end date]

Lay out the new site experiments underlying the treatments in words and screenshots
Include the control as well for added clarity

What is your hypothesis about the impact of this experiment in terms of how it will address the above problem? How might the solution affect user behavior that’s positive or negative for the business?
What KPIs do you expect the experiment to influence?
Why are these (potentially) the right metrics by which to measure success?

Here, show final screenshots from dashboards or relevant metrics dashboards that show the exact wins that underlie your choice for IsWinner.
Explain why IsWinner was flipped - success was defined when you launched the experiment. Now, just explain how what you are seeing meets that requirement.
What was surprising about the experiment? Explain any other interesting or unexpected results for the experiment beyond the immediate goal at hand - did a change in DL Upload result in an unexpected increase in Inbound calls? Explain this thought instead of brushing it off. It may turn out that this impact could explain otherwise unexpected trends later on.