How to best record A/B tests?

Hey Samantha,

I’d recommend having one shared spreadsheet where A/B tests are recorded, rather than results being buried in individual campaigns or flows. I’ve listed a couple fields I’d recommend recording from the start: campaign/flow name, channel, variable tested, hypothesis, audience size, metric of success, winning variation (and how it performed), and statistical significance.

Additionally, I’d recommend adding an "action taken" column so you can checkoff when findings are applied across your entire program. This column helps ensure that the results are actually rolled out, instead of sitting in the spreadsheet. 

As for reporting cadence, I'd recommend updating the sheet every 2 weeks or so, then set a monthly check-in to apply the winning findings to your live flows and campaigns. 

Let me know if you have any additional questions, and good luck getting everything back up and running!

We keep it simple with one shared template for every A/B test: hypothesis, what changed, dates, audience, key metrics, results, and the final decision. We also add a short “what we learned” section so the insights are easy to revisit later. The key is having one consistent format that everyone actually uses.