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Capture the decision context
Record the question, audience, hypothesis, intervention, dates and owner. Include the original materials or a stable reference to them. A result without context becomes hard to reuse because later teams cannot tell whether it applies to their customer segment or current product.
Preserve inconvenient outcomes
Keep weak and inconclusive experiments alongside successful ones. Explain delivery problems and changes made during the test. This helps distinguish an idea that failed under a fair trial from one that was never implemented as intended.
Turn evidence into operating guidance
Summarise what changed because of the test and when the conclusion should be revisited. Tag records by customer problem and channel rather than only by campaign name. The log should help someone answer a practical question, not simply prove that many experiments occurred. Assign a consistent naming convention to experiments and their source materials. Clear names make it easier to retrieve the relevant test when a new team member asks why a form, offer or onboarding step was designed a particular way.
Illustrative operating example
A hypothetical team finds three previous tests of a long application form. Each attracted fewer submissions but more qualified enquiries. That history can inform a new experiment, while still allowing the team to test whether the current audience behaves differently.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
