Document every test with this template: experiment name, hypothesis, results summary, key metrics, segment analysis, learnings, and next steps. This builds institutional knowledge and helps your team learn what works. Even failed tests are valuable—document them.
Why Document Results?
Build knowledge
Learn what works for your specific audience
Avoid repeating tests
Don't test the same thing twice
Share learnings
Help other teams learn from your experiments
Improve hypotheses
Compare predictions to reality, get better over time
The Template
Experiment Name & Date
What you tested and when
Hypothesis
What you expected to happen and why
Results Summary
Winner, uplift %, statistical significance
Key Metrics
Primary and secondary metrics with confidence intervals
Segment Analysis
Did results differ by device, traffic source, etc?
Learnings
What did you learn? Why did it win/lose?
Next Steps
Implement winner? Run follow-up test?
Screenshots
Visual record of variants tested
Example Write-Up
Experiment: Homepage Headline Test
Ran: Nov 1-21, 2024
Hypothesis
If we emphasize "no-code" in the headline, conversion rate will increase 10% because our audience is non-technical marketers.
Results
Winner: Variant B (+12.3% uplift, p=0.032)
Learnings
Hypothesis confirmed. "No-code" resonates strongly. Effect was stronger on mobile (+15%) than desktop (+9%). Next: test "no-code" messaging on pricing page.
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Document Your Tests
Use this template for every experiment. Build a knowledge base of what works for your business.