Marketing / Free editable template

A/B test plan template

An A/B test plan sets out what you are testing, why, and how you will decide before any results come in. This example tests a paid social headline (free delivery against a discount) with a written hypothesis, a fixed sample, a rule against stopping early and a log for this and later tests.

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Preview the a/b test plan

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A/B test plan example showing hypothesis card with metric and guardrail, decision flow with a no-peeking loop, test log for variants and results
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Write the hypothesis first

    Replace the example with one change, the metric you expect it to move and why. A reason grounded in reviews or research makes the result useful even when the test loses.

  2. Fix the sample and rule

    Use a sample size calculator for your baseline rate and set the confidence level before launch. Stopping as soon as one variant looks ahead makes false winners much more likely.

  3. Log every test

    Add each test to the log, including inconclusive ones. Over time the log shows which kinds of change move your metric and stops the team repeating old tests.

Questions about this template

Can I test more than two variants?

Yes. Change the 50/50 split to equal shares for each variant and add a row for every variant in the test log.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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