Experiment / Test Plan Template

Hypothesis

Example: Persona display video will lift PDP ATC rate vs. static banners.

Test design

• Control: (what stays constant)
• Variant(s): (what changes)
• Placement(s):
• Audience(s):
• Flight dates:

Success criteria

• Primary KPI:
• Secondary KPIs:
• Minimum sample / decision rule:

Guardrails

• Max CPC/CPM:
• Minimum CTR:

Notes

• Confounders to watch (promo changes, pricing, OOS, buy box losses):