What I log after every test (the 7-field record)

What I log after every test (the 7-field record)

Undocumented tests are tests you'll re-run by accident in 6 months. Been there. Now every result gets the same 7 fields in one sheet:

— Hypothesis (the one sentence I wrote before launch).
— Element changed (headline / CTA / layout — one tag).
— Variant screenshots, both.
— Sample size and runtime actual.
— Result: lift %, significance, win/lose/tie.
— Segment notes: who did it win with?
— ONE learning sentence. 'Self-interest CTAs beat commands on this audience.'

That last line is the gold. After 40 tests you've got a private playbook nobody can copy.

Go make the sheet. Backfill your last 3 tests tonight. Future-you will hug you.