The Experiment Log

Your uncopyable moat. They can copy the landing page. They can't copy 800 logged experiments.

800 TestsCompounding pattern intelligence, one logged result at a time.
1Section 1

The 12-Number Dashboard

Is the machine working?
Capture rate
Target: 25-35%
Sequence completion rate
Target: 70-85%
Click-through rate
Target: 3-8%
Is it growing?
New subscribers this week
Weekly input count
List growth rate
Target: 5-10% monthly
Revenue per subscriber
RPS
Is it converting?
Conversion rate
Target: 2-5%
Revenue per click
Click yield
Average order value
Order economics
Is it healthy?
Unsubscribe rate
Max: 2% monthly
Bounce rate
Max: 0.5%
Spam complaint rate
Max: 0.1%
If any number drops below target: diagnose before running new experiments.
2Section 2

The Weekly Ritual (9 Minutes)

1-3

Pull this week's numbers into the dashboard. Compare to last week.

4-6

Check running experiments. Has anything hit significance? Any anomalies?

7-8

Log completed experiments. Record: hypothesis, variant, sample size, result, learning.

9

Queue next week's experiment. One test. One variable.

Non-negotiable.

Like production on-call. You just do it.

3Section 3

The Compound Improvement Curve

Monthly improvement, compounded
M1 M3 M6 M12 1.0x 1.06-1.16x 1.13-1.34x 1.27-1.80x 27-80% TOTAL
Month 1Baseline

1.0x current performance.

Month 31.06-1.16x

2-5% per month compounded.

Month 61.13-1.34x

The small wins stop looking small.

Month 121.27-1.80x

Same landing page. Same email sequence. Completely different performance. Because 200 experiments happened.

4Section 4

Experiment Log Template

Date Position Hypothesis Variant Metric Sample Result Learning
3/15 #2 Numbers in subject lines lift opens "3 signals" vs "Key signals" Open rate 1,200 +12% (sig) Numbers beat questions in this niche
3/22 #2 Sending at 6 AM beats 9 AM 6 AM vs 9 AM Open rate 800 -3% (not sig) No difference. Keep 9 AM.
3/29 #4 Adding case study to email 3 lifts clicks With vs without CTR 600 +18% (sig) Case studies with $ amounts outperform
5Section 5

Why the Log Is a Moat

Copyable

Your landing page design. Your email subject lines. Your offer structure. Anyone can screenshot these.

Not Copyable

The web of connections between 800 experiments. What works for whom, when, and why. Pattern intelligence.

The Result

Month 1$0.50 RPS
Month 12$1.50 RPS
Month 24$2.50 RPS

Same infrastructure. Different intelligence.