Which items should you document when planning for an A/B test?

• A. Target market and ad budget
• B. Past performance, desired improvement, and the performance metric for the test
• C. Competitor strategies
• D. Color schemes

Answer: (B)

When planning an A/B test, you need a clear baseline, a concrete improvement goal, and a defined success metric. Documenting past performance gives you the baseline to compare against how the variants perform. Stating the desired improvement sets a specific objective so you know what counts as a meaningful win. Specifying the performance metric for the test ensures everyone measures the same outcome and knows how success is judged (for example, conversion rate, click-through rate, or revenue per visitor). Other items like target market and ad budget pertain to broader campaign planning, competitor strategies address external factors, and color schemes are design choices for variants rather than the planning anchors for evaluating the test.