A/B Test Plan Template

TEST NAME:
PAGE / STEP:
OWNER:

EVIDENCE (what we observed):
HYPOTHESIS: Because [evidence], changing [element] to [variant] will [increase/decrease] [metric].

PRIMARY METRIC:
QUALITY METRIC (down-funnel):
BASELINE RATE:
MINIMUM DETECTABLE EFFECT:
REQUIRED SAMPLE PER VARIANT:
PLANNED DURATION (full weeks):
START DATE:
END DATE:

RESULT:
DECISION:
WHAT WE LEARNED:

Learn the thinking behind it

• Lesson: A/B testing done right
• A/B testing tools

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