# Conversion Copy Test Plan

Test a specific copy decision with controlled variants, a defined audience, accurate offers, meaningful outcomes, quality guardrails, and decision criteria.

## Usage note

Keep offer, eligibility, price, data use, limitations, and destination truthful in every variant. Never test deception, coercion, hidden consent, or inaccessible copy against an honest control.

## How to use this template

1. Define the diagnosed barrier, audience, decision, mechanism, and evidence for testing.
2. Create controlled accurate copy variants and review rights, privacy, accessibility, and risk.
3. Predefine population, assignment, primary outcome, guardrails, sample, duration, and stops.
4. Validate instrumentation and run without unplanned peeking or concurrent contamination.
5. Analyze uncertainty and quality, apply the decision rule, and verify the released copy.

## Blank template

### Test question

- **Page, flow, and audience:** [Enter]
- **Observed barrier:** [Evidence]
- **Copy decision:** [Enter]
- **Hypothesis/mechanism:** [If X, then Y because Z]
- **Offer and destination verified:** [Owner/date]
- **Decision informed:** [Enter]
- **Experiment owner:** [Enter]

### Variants

- **Control copy/context:** [Enter]
- **Variant copy/context:** [Enter]
- **Single intended difference:** [Enter]
- **Material meaning held constant:** [List]
- **Claim substantiation:** [Reference]
- **Accessibility/localization review:** [Enter]
- **Manipulation or consent risk:** [Enter]
- **Screenshot/build reference:** [Enter]

### Measurement

- **Population and assignment:** [Enter]
- **Exclusions and segments:** [Predefine]
- **Primary outcome:** [Meaningful completion]
- **Guardrails:** [Error/refund/reversal/complaint/quality]
- **Sample and duration:** [Analyst rationale]
- **Instrumentation QA:** [Enter]
- **Safety/data stop:** [Define]
- **Concurrent changes:** [List]

### Result and release

- **Estimate and uncertainty:** [Enter]
- **Guardrail result:** [Enter]
- **Limitations:** [Enter]
- **Decision rule result:** [Enter]
- **Decision:** [Ship / Control / Iterate / Investigate / Roll back]
- **Released version/date:** [Enter]
- **Live verification:** [Enter]
- **Learning and next question:** [Enter]