Marketing Hypothesis Writing Worksheet
Turn a vague marketing idea into a specific proposed change, measurable expected behavior and a decision that evidence could change.
When to use this template
Use this when an experiment idea sounds like “make the page better” and the team cannot explain what result would support or challenge it.
Choose another approach when: You want to declare the idea validated in advance, predict an arbitrary conversion lift, or change the metric after seeing a favorable result.
Gather these inputs
- A specific observed problem or uncertainty.
- One proposed change and the audience exposed to it.
- An observable outcome and the decision it would inform.
Copy and adapt the template
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Worked example
Illustrative example, not a Crany customer result. Replace every example detail with facts you can verify.
Vague idea: “A stronger button will increase growth.” An illustrative hypothesis instead proposes placing the actual waitlist access explanation beside the signup action because some relevant readers thought it created an app account. The expected behavior is better understanding of the next step, with completed appropriate signups measured separately. A comprehension session can test understanding. It cannot establish a causal signup uplift, so the worksheet records that boundary and leaves the numerical effect unclaimed.
How to use it
- Start from an actual uncertainty and name one concrete change.
- Define expected behavior, a relevant measure and an outcome that could challenge the idea.
- Choose a method capable of answering the question and record its limits before implementation.
Check before using it
- The hypothesis is narrower than a broad business aspiration.
- The selected measure can actually inform the stated decision.
- No invented effect size or post-hoc success criterion is inserted.
What to measure
Review whether the eventual evidence can support the original prediction and decision. A clear hypothesis improves test design; it does not make every test feasible or guarantee an improvement.
Research and sources
Microsoft supports clear measurable hypotheses before experimentation. The rewriting scaffold and waitlist example are original, not a claim that Microsoft tested this marketing change.
- Microsoft Research: Patterns of Trustworthy Experimentation, Pre-Experiment Stage — checked 2026-10-23. Clear hypotheses, appropriate measurement, assignment units and data-quality checks before a controlled experiment.
About Crany
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