A/B testing template

What is an A/B testing template?

An A/B testing template is a structured framework designed to help compare two or more versions of a variable (like a blog post, web page, or advertisement) against each other to determine which version performs the best.

This template ensures a statistically sound process, covering everything from defining goals and generating ideas to implementing changes and crowning the winner.

What’s inside the template?

The A/B testing template includes several key sections to guide you through the continuous improvement process:

A/B testing overview: A definition of A/B testing (split or bucket testing)and common reasons for undertaking the process, such as starting a new webpage or looking for a radical design departure.
Product roadmap: A phased process that starts with market needs and business goalsand moves through deconstructing the roadmap into testable chunksand product implementation.
A/B testing process: Steps for continuous improvement, including defining the goal, brainstorming ideas, implementing the changes, testing until statistically significant, and crowning the new champion.
A/B testing campaign: A structure showing how a single objective campaignis split across multiple audiences and variations (Ad sets).
A/B test results/analytics: Visualizations and tables for tracking key metrics like conversion rate, uplift, confidence, and sign-ups.
A/B test tracking: A table used to document details like the owner, status, start/end dates, prediction, result, and next steps for individual tests.

How to use the template

Document project details: Use the A/B Testing Overview to understand why you are testing, such as having a limited number of conversions or looking for a radical design departure.
Follow the continuous process: Define a goal (conversion), brainstorm ideas, and implement changes.
Test and analyze: Run the test long enough until it is statistically significantand use the Analytics to understand changes like average session length or lifetime value.
Complete documentation tasks: Use the Tracking table to record the prediction, result, confidence, and set the next steps for future A/B tests.
Maintain improvement cycle: Once a winner is crowned, integrate the learning into the product roadmap to drive further growth and conversion.

Download your A/B testing template