CLICKTOLL.COM — CREATIVE TEST PLAN

Decision this test will inform:
Hypothesis and proposed reason:
Control creative identifier:
Treatment creative identifier:
Variable being changed:
What stays constant:
Audience/placement context:
Traffic or user assignment method:
Primary outcome and counting rule:
Secondary guardrails:
Minimum improvement worth acting on:
Expected outcome volume and maturation period:
Uncertainty/statistical review owner:
Planned stopping rule:
Technical QA and destination checks:
Operational changes during the test:
Result, uncertainty, and limitations:
Decision and next question:

A result that cannot distinguish the versions is still a useful finding.
Reference: https://clicktoll.com/blog/banner-ad-ab-testing/