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Before running the experimentDuring experimentsAfter the experiment
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General checklistTest Setup
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AudienceGoalsCreative and renderingIntegration
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Experiment NameExperiment OwnerDo you have a clear and actionable hypothesis?Do you clearly know the goals of running this experiment? Can you measure it?Do you know the audience that should be a part of this experiment?Do you have suffcient traffic to run the test? ( check duration calculator in the experiment plan sheet for the same) Verify URLs on which experiment needs to be run

In case of split URL test use query parameter rel=”canonical” in the variation URL to avoid duplicating content		Verify and simulate audience selectionSelected only the audinece that your experiment is influencingVerify % of traffic enrolled in the experimentVerify overlapping conditions i.e audience should not overlap between experiments with similar output.Defined all the primary/business KPIs? Eg Global free trial/demosDefined all the secondary metrics that can help you take decision? Eg clicks on CTA , scroll rate , bounce rate, time spent etcDefined all the guardrail metrics that you wouldnt want to drop because of your changeVerify and simulate definition( url, goal type etc) for every goal in control and variationVerify desktop HTML previewVerifty mobile and tablet previewCheck the rendering across browsers/platformsCheck spellings/grammarVerify integrations
Did you make changes to the experiment while it was running?
Did you rollout the experiment to right amount of traffic?
Did you conclude the experiment before the results were declared?
Did you achieve desired results?
Did you run the experiment long enough? ( more than a week and as per flow chart ( potential loss for tactical and CTBA for strategic tests)
Do you have actionable learnings from the experiment?
Did you deploy the winning variation to the right audience?
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