How to Use This Template:

Keeping Track
Of Your Use the Test Tracking sheet to record if
results are statisctically significant, include
notes, and the steps which need to be

A-B Tests taking next. Include notes, the test date,

its win, and more.

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 Owner (list name
Statistically
Landing Page Name of DRI for test Status Test Start End Prediction Result Notes Next Steps
Significant?
here)
Variation B performed 8% better than
Version B will perform better the original version and was Chose Variation B as
How to Create Visuals
John Smith Completed LP Header swapped with subheader 17/5/2017 20/5/2017 because the original subheader is Success ✓ statistically significant at 95% winner, setting up a/b
for Marketing
more actionable confidence. Declared version B the on CTA placement
winner next
Chose Variation B.
Variation B performed 4% better than
Version B (image with background) setting up a/b test
Demo Landing Page Amanda Morgan Not Started Different image on B version 27/5/2017 20/6/2017 Inconclusive X A - not statistically significant but
will perform better testing two different
declared B as winner.
types of images next
Chose Variation A as
Version A performed 3% better, not
Different Headline. A is the title, B is Version A will perform better winner, running
Call Sales Landing Page John Smith Not Started 23/6/2017 6/7/2017 Inconclusive X statistically significant. Test ran for 3
descriptive because it matches promo copy template-level A/B
weeks.
test next
Chose Variation B as
Version A (new template) will
Holiday Discount Verion B (the old LP template) winner, setting up a/b
Rodrigo Souto In Progress New vs. Old landing page layout template 12/7/2017 18/7/2017 perform better because the layout Failure ✓
Landing Page performed 6% better than A on CTA placement
is cleaner and more modern
next
Variation B performed 21% better
New Year Sale Landing than the original version, 100% sure Chose Variation B as
Amanda Morgan Completed Different CTA placement 17/6/2017 12/7/2017 Version b will perform better Success ✓
Page version be will improve conversions. winner, setting up a/b
Statistically significant. on copy next
Test "A" converted 33%better than Chose Variation A as
2018 Predictions Test "B." We are100% certain that winner, setting up a/b
Amanda Morgan In Progress Copy bullets vs long form paragraphs 17/6/2017 12/7/2017 version B will perform better Success ✓
Landing Page the changes in Test "A" will improve on CTA placement
your conversion rate. next