A/B Testing Template

What is a a/b testing template?

This template provides a structured framework for planning and running A/B tests. It helps you define your hypothesis, set up variations, and decide what success looks like — so every experiment is run consistently and the results are easy to interpret.

Questions you can answer with this template

What specific behaviour are you trying to change or improve?

What is your hypothesis for why Variation B will outperform Variation A?

What is the primary metric you will use to measure success?

How long will you run the test before drawing conclusions?

Why use this template?

This template makes your experiments more rigorous by ensuring every test has a clear goal, a defined success metric, and a structured process. It reduces the risk of drawing false conclusions and helps your team act confidently on the results.