Archive past A/B tests

Based on A/B Testing Tutorial: Go from Beginner to Pro | CXL by @alex_birkett

Business Benefits

Document and study past A/B tests to learn from what you’ve done previously.


Record all of your ideas, hypotheses, tests, and results in Excel, Trello, or an automated tool.

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.

Look for common themes in past test results to find what works for your audience.

For example, when you expanded the sales page copy, you usually got more conversions. Use this information in designing future A/B tests.

Communicate your learnings for a single test using a reporting solution like Data for Decks.

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.

Use charts to convey results in a visual format.

For example, here is what Ton Wesseling and Annemarie Klaassen came up with.

Use your records of past tests to show new employees what you’ve done.