When pitching A/B tests to our clients as an agency, we gave them an A/B proposal that highlighted the changes we’d like to make to their page. This gave them the ability to approve (or deny) certain variants, before we commit too much effort into the actual changes.

You can, and should, do the same. This allows you to share your ideas with your team. And allows key stakeholders to provide input before you commit to specific changes on the page.

You can use our A/B Proposal Template as a starting point.

And here’s what a finished A/B proposal document looks like.

Let’s break down the proposal:

1. Experiment title

You should include at least 2-3 experiments (or variants) in your proposal. That’s because it’s worth testing a couple of variants at the same time.

Title each experiment with a descriptive name, so you and others know what the experiment is testing.

2. Explanation

In simple bullet points, explain what the experiment will change about the current landing page.

3. Reasoning

You want to make sure your A/B ideas are worth testing. There’s no point testing just for testing sake, when you could invest your time in more worthwhile ventures.

Your reasoning will explain your hypothesis of why these changes should be made. This is useful both in communicating your motivations to your team and as an exercise in better thinking through your process.

When your test is done, check your hypotheses against the data; then make new A/B changes from those learnings.

4. Examples

The remainder of our A/B Proposal Sample features an example of what we believe our new A/B page might look like.

For our mockup, we used Balsamiq. But we don’t always create mockups this early in the A/B process. It’s okay to just explain what you think the page might look like if you haven’t done so already in your Explanation section.

Here are a few examples on how you might describe the proposed changes:

• Use a video for the hero section, and copy like:
  • “Your dog deserves better than retail-quality food”
• Right under the hero section, add 3 columns of testimonials from current customers.
• Then the rest of the page will be our products. With the ability to add to cart right from the homepage.

It’s best to come up with 2-4 experiments to pitch to your team so you can pick and choose the best from each and let your team contrast and compare. Once you decide which variant(s) you’ll test, implement the A/B changes. That’s what we’ll learn next.

Next Step: Propose A/B Test

Use the template above to propose an A/B test for your company.