[PLEASE NOTE: THIS IS A SAMPLE. CONTENTS ARE FOR ILLUSTRATION PURPOSES ONLY]

Intro

The purpose of this process is to increase website conversion by testing different variants in a quick, structured and repeatable way.

Think of the A/B Testing as a rapid experiment - it is not about the perfect website, but about speed and learning.

Process Triggered By:

• Regular Testing Cycle
• Testing Request from Product or Marketing Department

Step 1: Defining the test and metrics for success

• Create a new task in Asana to document the test
  • Which is the champion site: Unbounce ID and Screenshot
  • Which is the challenger site: Unbounce ID and Screenshot (create challenger if not there yet)
  • What are the metrics to decide on the winner (clicks, conversions, etc.). Be as specific as can be
  • How long will the test run
  • If traffic is generated by paid media, what's the budget

• Assign the task to yourself and send to supervisor for approval
• Wait for approval; if no approval is there within 2 hours, follow up via Slack.

Step 2: Build Challenger Variant

• Use or create a duplicate of the champion

• Name it using the automated variant name from unbounce + a short description of what has changed
• Change the content or layout according to the test documentation, using the unbounce editor
• Build identifiable event that can be tracked (link to other landing page)