A/B Testing Sample Calendar

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O
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2						CIE Score for Variation
3	URL	Observation	Hypothesis	Element to be tested	Variation to be tested	Confidence	Importance	Ease	CIE Score	KPI	Baseline Weekly KPI	Weekly Visitors	Test Duration	KPI (on test conclusion)	Test Result
4	vwo.com/ab-testing	The number of content downloads are lower than industry average.	CTA is not distinctive enough	CTA	Change CTA color from Green to Red	9	10	9	9.3	Content Downloads	150	4500	3 weeks	220	Successful
5	vwo.com/product	Bounce rate is higher than the average for the website.	Catching attention of visitors while exiting can be useful	Pop-up	Implement exit-intent popup	7	10	8	8.3	Conversion Rate	1.50%	5000	3 weeks	1.70%	Successful
6	vwo.com/plans	Headline does not contain the right keyword.	Headline is not convincing enough	Headline	New headline: Find a Plan That Best Suits Your Needs	8	9	10	9	Time Spent	130 seconds	6700	3 weeks	130 seconds	Inconclusive
7	vwo.com/case-studies	Headline does not contain the right keyword.	Headline is not convincing enough	Headline	New headline: Find a Case Study That Works for You	8	9	10	9	Time Spent	320 seconds	12500	4 weeks	250 seconds	Failed
8	vwo.com	Scrollmap shows visitors don't scroll till the testimonial section.	Testimonial can increase trust factor for improving conversion rates	Layout	New Layout: Move testimonial section just below the masthead banner	7	7	9	7.6	Conversion Rate	3.10%	9000	3 weeks	Test Underway	NA
9	vwo.com/resources/webinars/scaling-testing-program/	Clickarea in heatmap reveals that people don't interact with the CTA	CTA doesn't focus on taking action now	CTA	New CTA text: Watch Now	9	10	9	9.3	Video Views	150	200	2 weeks	Test Underway	NA
10	vwo.com/request-demo	Conversion rates did not change after adding testimonials	Video testimonials can work better than image testimonials	Layout	New Layout: Add video testimonial above the fold	8	9	6	7.6	Demo requests	450	20000	2 weeks	Test Yet to Begin	NA
11	vwo.com/blog	Lower number of subscribers as compared to last quarter.	Emphasis of strong social proof can help improve perceived benefits	Headline	New headline: Join 50,000 other marketers who read VWO blog	7	8	9	8	Bounce Rate	75%	2000	2 weeks	Test Yet to Begin	NA
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