| 1. Test Overview | |
| Test Name | (Enter a descriptive name for the A/B test) |
| Campaign Name(s) | (Enter the campaign(s) associated with this A/B test) |
| Test Date Range | (Start and end dates of the test) |
| Prepared By | (Name of the person or team conducting the A/B test) |
| Objective of Test | (Clearly define the goal of the A/B test, e.g., increasing click-through rates, improving conversion rates, etc.) |
| Key Metrics to Measure | (List the primary metrics used to evaluate the test, e.g., CTR, conversion rate, bounce rate, etc.) |
| 2. Hypothesis | |
| Hypothesis Statement | (State the hypothesis you are testing, e.g., “We believe that changing the CTA button color from red to green will increase conversions by 10%.”) |
| Reasoning | (Provide the rationale behind the hypothesis, explaining why you believe the change will have an impact) |
| 3. Variations | |
| Control (Variation A) | (Describe the original version of the ad, landing page, or element you are testing) |
| Test (Variation B) | (Describe the variation, such as the change to ad copy, CTA button, or layout) |
| Additional Variations (if any) | (If you are running more than one variation, describe them here) |
| 4. Audience Targeting | |
| Target Audience | (Describe the audience segment targeted for this test, e.g., age, gender, location, device, etc.) |
| Sample Size | (Specify the number of users exposed to each variation) |
| Test Platform/Channel | (List the platforms or channels where the test was run, e.g., Facebook, Google Ads, Email) |
| 5. Test Setup | |
| Test Duration | (Enter how long the test ran, e.g., “7 days,” “14 days”) |
| Traffic Allocation | (How was traffic split between variations? e.g., “50% of traffic to Control, 50% to Test”) |
| Statistical Significance | (Indicate how statistical significance was determined, e.g., “Test duration was 14 days with a 95% confidence level.”) |
| 6. Results | |
| Performance of Control (Variation A) | |
| Key Metric 1 | (Enter the value for Metric 1, e.g., CTR, conversion rate, etc.) |
| Key Metric 2 | (Enter the value for Metric 2, e.g., CPC, CPA, etc.) |
| Performance of Test (Variation B) | |
| Key Metric 1 | (Enter the value for Metric 1, e.g., CTR, conversion rate, etc.) |
| Key Metric 2 | (Enter the value for Metric 2, e.g., CPC, CPA, etc.) |
| Comparison of Results | (Compare the performance of the control and test variations) |
| Statistical Significance | (Was the result statistically significant? e.g., “Yes, the difference was statistically significant with a 95% confidence level.”) |
| 7. Conclusion and Insights | |
| Test Outcome | (Was the hypothesis proven correct or incorrect? e.g., “The test results showed that the green CTA button increased conversions by 15%”) |
| Actionable Insights | (Based on the results, what actions should be taken? e.g., “Implement the green CTA across all campaigns.”) |
| Recommendations | (Provide any recommendations based on the findings, such as further tests or adjustments) |
| 8. Next Steps | |
| Further Testing | (If applicable, outline any additional tests to run, e.g., testing CTA wording or the placement of the button) |
| Optimization Plans | (How will the learnings from this A/B test be applied to optimize future campaigns?) |
| 9. Supporting Documents | |
| Data and Charts | (Attach or link to any relevant data sheets, graphs, or charts showing the test results) |
| Creative Samples | (Attach or link to screenshots or mockups of the variations used in the test) |
Leave a Reply