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Contents
  1. 1How to choose your next app growth experiment
  2. 2Why is my app not getting downloads?
  3. 3App store keyword research and discoverability
  4. 4How to improve app store listing conversion
  5. 5Downloads but no paying users: what to check
  6. 6Did an app update hurt growth? Check crashes and ANRs
  7. 7App competitor analysis: listings, reviews and positioning
  8. 8How to measure an app growth experiment
  9. 9How to market your app after launch
  10. 10How to prioritize growth work across your apps
  11. 11How to learn from app growth experiments
  12. 12Your next two hours of app marketing

Worksheet for chapter 11, How to learn from app growth experiments

Worksheet 11 — Decision journal

Use with chapter 11, From action to learning. One entry per decision. Keep it short. Copy this page as often as you need.

Entry

ID: ______ App: ______________ Date decided: __________ Linked cards: decision card ☐ test brief ☐ measurement card ☐

A. Decision (before acting)

  • Chose: ______________________________________
  • Evidence: ______________________________________
  • Rejected alternatives and why: ______________________________________
  • Prior belief: ______________________ Confidence: ☐ low ☐ moderate ☐ high
  • Expected result: ______________________________________

B. Execution (what actually happened)

  • Started: __________ Finished: __________
  • Differences from the plan: ______________________________________
  • Other changes in the same period: ______________________________________

C. Outcome (when the measurement window closes)

  • The metric changed? ☐ yes ☐ no ☐ within normal range — detail: ______________
  • The goal was reached? ☐ yes ☐ partly ☐ no
  • Our action caused it? ☐ strong evidence ☐ weak ☐ not established
  • Verdict: ☐ worked ☐ did not work ☐ harmful ☐ inconclusive
  • Decision taken on the outcome: ______________________________________

D. Learning

  • Updated belief: ______________________________________
  • Confidence now: ☐ low ☐ moderate ☐ high (moved from ______ because ______)
  • Would revise if: ______________________________________
  • Next use of this learning: ______________________________________

Monthly review (30 minutes)

Month: __________ Entries reviewed: ____

QuestionNotes
Which beliefs changed this month?
Which should change what I do by default?
Right for the wrong reasons / wrong for good reasons?
Open questions that keep coming back (candidates for a proper test)
Null or negative results worth remembering