[Checklist] The Interactive A/B Testing Scorecard

I’d love to see this bike A/B tested with one round wheel and one square wheel. (Original image source)

A/B testing is part art, part science, and part blind luck. But unless you test, you’re walking blindly through a marketing maze, not knowing which direction to turn.

So to get you started down the right path, I’ve put together a checklist of things you can test on your landing pages.

If you’re a smartypants, you’ve already started testing, and you’ll be able to check off a bunch of the ideas on the checklist below (if not, read “The Ultimate Guide to A/B Testing“).

The Checklist

See how many you’ve already tried and share your score in the comments below. Once you’re done you’ll have a nice to-do list of things to test next time you run an experiment – based on the ones you haven’t tried.

Total Score: 0/21

Total Score: 0/21

What now

Start testing! Also, remember to share your score in the comments, and any other test ideas you might have.

— Oli Gardner

About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
» More blog posts by Oli Gardner


  1. marco

    Another useful stuff, excellente!
    Great checklist Oli

  2. iDream

    This is what I love about this blog, always going one step further with the posts and easy to understand.

    Oli, I would love to see a post on Adwords Ad text going to a landing page optimised around it. Especially on a ecommerce basis maybe even squeeze page.


    • Vim Coaching

      I’d like to second that request if possible. Especially as it pertains to increasing quality score. Thanks iDream.

      Thanks Oli for another great post. Love the interactive nature.


  3. Ruth Zive

    I’m embarrassed to share my score – but you have given me some good food for thought. When we A/B test – be tend to stick with the standard measures. But you’ve really pushed me outside of the box with this post! Bravo.

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  8. Plaban Manna

    Amazing checklist, It was fun to read it :)

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