Lesson 9.1 · 7 minutes

Review your results

Use comparable records and the remaining uncertainty to choose one change.

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Before you start

A record you can compare

Example: Alex compares 2 storage-bag trial periods. Which difference is useful enough to test before spending more?

A comparison needs the same measures.

Step 1 · Read

Records. Compare the same date ranges and definitions so a change in measurement does not look like business growth.
Causes. A different result suggests a question; it does not prove which change caused it.
Decision. Choose one next action that fits the evidence and the resources you still have.

Step 2 · View

Align: Make the periods comparable
Use consistent records for visits, orders and expenses. Note gaps rather than replacing missing observations with guesses.
Compare: Investigate the difference
Check whether the message, product, audience or costs changed. Several changes make a single explanation less convincing.
Decide: Choose one bounded action
Decide what to repeat, change or pause. Write what you expect to learn and what would make you reconsider.

Step 3 · Match

Revenue

Money from sales before subtracting the related expenses.

Cost

Resources spent to make and fulfil the sales you are examining.

Profit

Revenue minus the expenses included in the stated calculation.

A useful review names the expenses included, the gaps in the record and the decision those gaps affect.

Step 4 · Try

Example amounts are prefilled. Change one expense and compare the effect on the remainder.

Step 5 · Choose

My records use different periods or omit important costs.

Repair the cost and traffic records before increasing the trial. You delay expansion while making the next comparison more useful.

My records are comparable and one question remains.

Recheck the product and support evidence, then test one change. A clearer record supports a decision without making the outcome certain.

Step 6 · Next

Read how to compare a small trial with its next attempt, separate a possible explanation from a cause and choose a manageable change.

Keep your next question in the workspace.