Document and study past A/B tests to learn from what you’ve done previously.
Tools like Growth Hackers’ Canvas, Effective Experiments, Iridion, and VWO allow you to look up what you’ve tried in the past, and what your results were. Many also automate gathering data on your A/B tests.
For example, when you expanded the sales page copy, you usually got more conversions. Use this information in designing future A/B tests.
Capture complete screenshots of the test variants A and B.
- Highlight what you are testing.
- Make sure the hypothesis is aligned to the metrics.
- Show only those metrics that are important.
- Arrange all these pieces on a single slide, which is an overview of test results.
For example, here is what Ton Wesseling and Annemarie Klaassen came up with.