Includes:
- Establish testing parameters
- Preferred single variable as the basis for the test
- Establish hypothesis/null hypothesis if statistically verifiable test
- Define results that make up successful outcome
- Establish the timeline, duration and/or sample size for the testing period
- Create objects that form the basis for the test
- Landing pages
- Online display advertisement (banners, etc.)
- CPC/PPC advertisements (AdWords, AdRoll, etc.)
- Establish display/impression parameters
- Rotation
- Randomization
- Segmentation
- Other
- Isolate all variables
- CRO the control page and test page if landing page
- Optimize and isolate variables if CPC/PPC ad